With the ever-changing climate of social media, it’s hard to know what’s “in” and what will help grow your business. Social media, digital marketing and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. So many changes have come through social media in the past few years, and no doubt that more are on their way in 2016. Interested in where it is all going? What should be in store for you for the next year? Join Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions as she shares insight into social media trends to help you develop a social program that is proactive versus reactive. This presentation was presented by Erica Campbell Byrum, Director of Social Media for For Rent media Solutions on May 25, 2016 in Raleigh, NC at the AANC Conference.

1. DEFINING 2016:
SOCIAL MEDIA & DIGITAL TRENDS
ERICA CAMPBELL BYRUM
Director of Social Media
Co-Author of Youtility for Real Estate
@EricaCampbell @AptsForRent

2. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES

8. 100 Million
300 Million
300hours of
video
uploaded
every minute
6 Billionhours of video
watched
every month
Source: Digital Insights, February, 2016
NUMBER OF USERS
more than
ON YOUTUBE
1.49 Billion
320 Million

9. 2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

10. THE ROI OF SOCIAL MEDIA
IS THAT YOUR BUSINESS
WILL STILL EXIST IN 5 YEARS.
“
- ERIK QUALMAN , AUTHOR OF SOCIALNOMICS

11. SOCIAL MEDIA TRENDS
3

12. 1. REPUTATION MATTERS

13. REPUTATION IS AN ASSET &
MUST BE MANAGED LIKE
OTHER ASSETS.

14. 92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

15. A DIFFERENCE OF ONE STAR
IN THE AVERAGE RATING
CAN LEAD TO A 5% - 9%
DIFFERENCE IN REVENUES.
- HARVARD BUSINESS REVIEW
“ “

16. We check our phones
150 times
a day
Kleiner Perkins Caufiled & Byers 2013 Internet Trends Report

17. Source: Google
MICRO-MOMENTS

18. 1. ESTABLISH AN IDENTITY

19. WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

20. WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

21. FOUR PILLARS OF
LISTINGS REPUTATION WEBSITE SOCIAL
300+ places your
business can be
found online.
Consumers control
the conversation
online.
Your web
presence must be
optimized for
mobile.
No longer a “nice
to have.” It is now
a “must have.”
“THE VIRTUAL DOORWAY”
A BUSINESS’S VIRTUAL DOORWAY IS FAR MORE
IMPORTANT THAN THEIR ACTUAL DOORWAY.

22. VIRTUAL DOORWAY IS ON THE WEB

23. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

24. ONE OF THE BIGGEST ISSUES BUSINESSES FACE!
BEING FOUND

25. GOOGLE “SNACK PACK” RESULTS
MOBILEDESKTOP

26. KNOWLEDGE GRAPH

27. THE 4 THINGS EVERY
PROPERTY NEEDS TO
IMPACT LOCAL SEARCH:

28. 1
GOOGLE+ &
MAPS LISTING

29. CONSISTENT BUSINESS LISTING DATA
ACROSS MORE THAN 300 SITES
2
THE BIG 4
Create and correct listings on the following:
DATA PROVIDERS
Syndicate local business listings to four major
data providers through Listing Distribution

30. GOOGLE REVIEWS3

31. A SOCIAL MEDIA
PRESENCE
4

32. OPTIMIZE
LISTINGS

33. 2. MANAGE REVIEWS

34. SEARCH ON TOP REVIEW SITES

35. SEARCH YOUR COMPETITOR’S
REVIEWS
THIS IS A GIFT!

36. BEST PRACTICES FOR HANDLING
REVIEWS
RULE 1: Never write a response while angry.
RULE 2: Respond quickly and publicly.
RULE 3: Always assume the resident is right, even if you
know they’re not.
RULE 4: Show the steps you’ve taken to resolve the situation.
RULE 5: Take the conversation offline.

37. 3. IMPROVE ENGAGEMENT

38. CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

39. 2. CREATING YOUTILITY

41. BEING A GREAT MARKETER
IS HARDER THAN EVER
Source: Jay Baer

42. 3 REASONS WHY…
Source: Jay Baer

43. 1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

44. Source: Jay Baer
0
37.5
75
112.5
150
DAILY TIME SPENT, IN MINUTES
147
Smartphone
108
Computer
113
TV
50
Tablet

45. 2. REAL-TIME REPUTATION
Source: Jay Baer

46. Source: Jay Baer

47. Source: Jay Baer

48. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

50. 3. ENORMOUS
COMPETITION FOR
ATTENTION
Source: Jay Baer

56. YOU ARE COMPETING
AGAINST THE PEOPLE
WE ACTUALLY LOVE
Source: Jay Baer

57. WHAT SHOULD YOU
DO NOW?
Source: Jay Baer

58. STOP TRYING TO BE
AMAZING, AND START
BEING USEFUL
Source: Jay Baer

61. in new leases!
$150,000

62. THE DIFFERENCE
BETWEEN HELP AND HYPE
IS JUST TWO LETTERS,
BUT THEY MAKE ALL THE
DIFFERENCE.
- @JAYBAER

63. YOUTILITY

64. YOUTILITY
SO USEFUL, PEOPLE
WOULD PAY
“
”
IS MARKETING
YOU FOR IT.

65. CREATE CONTENT
THAT PEOPLE
INCENTIVE TO
SHARE.
WILL HAVE AN

66. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

67. 3. VISUAL CONTENT EXPLODES

70. — @garyvee

73. Not just for selfies & recipes!

74. WHY IS VISUAL
CONTENT IMPORTANT?

75. 90%OF INFORMATION
TRANSMITTED TO THE BRAIN IS
VISUAL, AND VISUALS ARE
PROCESSED 60,000XFASTER IN
THE BRAIN THAN TEXT.
Sources: 3M Corporation and Zabisco

76. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

77. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

78. A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

80. 1. Meet The Team
2. Floor Plans
3. Resident Events
4. Resident Reviews
5. Lifestyle Content
6. Local
7. Staging Models
8. Videos
9. Expert Advice
10.Marketing Ideas
10 PINTEREST IDEAS

81. CHECKLISTS & INFOGRAPHICS
24.3KSOCIAL ENGAGEMENTS
4,697UNIQUE VISITORS
6,502
PAGE VIEWS

82. Source: Adobe SiteCatalyst
WALKING
DEAD
ALIGN WITH A TV EVENT
3.1KSOCIAL ENGAGEMENTS
6,888UNIQUE VISITORS
10,296
PAGE VIEWS

83. A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

84. 1. Amenities
2. Specials
3. Resident Events
4. Lifestyle
5. Happy Residents
6. Company Culture
7. Behind The Scenes
8. Local
9. Sneak Peeks
10.Meet The Team
10 INSTAGRAM IDEAS

86. HASHTAG

87. RUN AN INSTAGRAM CONTEST

89. FACEBOOK REACTIONS

90. •Questions are an easy
way to increase fan
engagement on
Facebook
•Types of questions:
Fill in the blank, yes/
no, either/or, “like/
comment if”
•Posts including action
words such as “Post,”
“Comment,” “Take,”
“Submit,” “Like” &
“Tell Us” prove to gain
more engagement
INCLUDE A CTA

91. •Posts with 80 characters
or less get 66% more
engagement
•Pair text with a powerful
image
LESS IS MORE

92. RECIPES ~ PETS ~ DECOR ~ LOCAL

93. Prepare for especially busy days by scheduling your
Facebook updates in advance.
SCHEDULE YOUR POSTS

94. INTEGRATE INSTAGRAM

95. FACEBOOK ADS

96. CANVA

97. PHONTO
RHONNA DESIGNS
PIC FRAME
FLIPAGRAMPICMONKEY
INFOGR.AMCANVA
PICTOCHART
FREE & LOW-COST
EDITING &
DESIGN TOOLS

98. LIVE STREAMING
VIDEO

99. 40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

100. PERISCOPE

101. • #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

102. Casey Van Zant blah blah
LIVE

103. LIVE
145M
VIEWS

104. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES

105. TAKEAWAYS

106. TAKEAWAYS
Reputation is an asset and must
be managed like other assets.
We are all now media
companies and need to think
like journalists.
We need to dedicate resources
to creating visuals, micro-videos
and collecting stories.
The only constant is change.
1
2
3
4

108. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum