Post on 13-Dec-2014
description
WEBCON 2014 May 8, 2014
Integrating Social Media Into an Overall Marketing Plan
The necessity of
Importance of Social Media
Initial search for information on a company
52% website25% social media (46% go on your blog)23% other, mainly referralssource WARC 5/7/14
Without awareness there can be no consideration
Ultimate newsfeedOne click away
Blogs Facebook
More important than you think.Blogs enhance organic SEO performance
Blogs create brand recognition
The Bozzuto Blog is the 4th largest source of traffic to Bozzuto.com behind Google, Bing and Yahoo.
Social Media Conversions
Social Media is responsible for:
16% of total traffic to Blog.Bozzuto.com
3.3% of overall leads
Why is this important? 6.3% of LEASES come from social media
Over 12,000 email addresses and 700 leases
W HOTELS Luxury hotels now have social media concierges
Online Reputation
Your customers are talking
Listen and monitor for new reviews & mentions
Respond to all reviews
Measure and analyze ratings and trends
Integrate surveys into reviews sites, websites,
and social media platforms
70% of customers check reviews sites before purchasing
REVIEWS ARE EVERYWHERE
80% of apartment hunters consult reviews and ratings during search processSource: Apartment Guide
THE BOZZUTO STRATEGY
LISTEN & MONITOR FOR NEW REVIEWS
Reputation.com Review Alerts
THE BOZZUTO STRATEGY
RESPOND TO ALL REVIEWS
Review Response Guide - Training Manual for new onsite staff
VERIFIED REVIEWS
Apartment Ratings and Resident Survey Integration
679 new positive reviews
Bozzuto average increased from
60% to 71% on Apartment Ratings
More Info, More Power
The voice of the customer is more important than ever.
Now you have a choice….. you can react or you can proactively create your brand experience.
Online Directories
Your customers want to find you.
Verify your business
Be complete and accurate
Be consistent so all online directories link
Choose accurate categories
Include photos and videos
Customers “Google It”
Trend #1
Hello to rich media and buh-bye to static banners.
Pictures are no longer enough; compelling content is
needed to make posts more shareable.
Rich Media is King.
“Video and image based applications are making the creation and
dissemination of videos easier than ever.”
- Toni Cowan-Brown, Client Executive at Burson-Marstellar
Trend #2Provide compelling social media content for it is
all about the customer
Demonstrates engagement with customers
Gives validity to a brand by creating experiences
Crowdsourcing Content
1,644,411 impressions on Twitter
SEPHORA Beauty retailer's social platform “Beauty Board” allows consumers to shop user-generated images
Trend #3Are becoming a part of our day-to-day life
Enhance user experiences
Allow for quicker sharing
Wearing Your Social Media
GoPro Tours
GoPro Tours
Trend #4Employees are the next generation of social advocacy
Engaging employees provides the opportunity to leverage
their existing networks and builds your brand, your
company culture.
Employee Advocacy
Employees should be given the tools they need to be, "foot soldiers for their brands.“
Pete CashmoreCEO, Mashable
THOUGHT LEADERSHIP
“For many of us who are active in the business of developing, building, or maintaining apartments…it seems obvious that what we do not only fulfills an important need, it is of value to the American public.
Trend #5We now must pay-to-play to remain competitive
Facebook’s “Boosted Posts”
Twitter’s “Tailored Audiences”
Instagram’s “Sponsored Photos/Videos”
Pinterest’s “Promoted Pins”
Social Advertising
Boosted posts
Promoted Tweets Tailored Audiences
Sponsored Photos
Promoted Pins
CORPORATE
BMC
“We need to understand the digital behavior and psychology of people and the science of sharing to create social objects, not just content, that trigger engagement and sharing.”Brian SolisPrincipal of the Altimeter Group
The Most Important Trend
Be Authentic
Stay Human
Build Sense of Community Online
Isn’t a trend at all.
Think Social Customer Service