Jamie Gorski at Landlord WEBCON 2014

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

Twitter

Pinterest

Instagram

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

Facebook

Twitter

Pinterest

Instagram

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

Facebook

Twitter

Pinterest

Instagram

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

Facebook

Twitter

Pinterest

Instagram

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

Facebook

Twitter

Pinterest

Instagram

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

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

Jamie Gorski at Landlord WEBCON 2014

Marketing

Transcript of Jamie Gorski at Landlord WEBCON 2014