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. Erica Campbell Byrum, Director of Social Media for For Rent Media Solutions presented this at the Freeman Web Meeting event on 9/29/16.

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. 1 in 7 humans1.6 BillionMonthly Active
Users
Connecting to Facebook daily
900 MillionMonthly Active Users
on Messenger
1 BillionMonthly Active Users
on WhatsApp
60 BillionMessages sent on
both Messenger and
WhatsApp every day
vs 20 B SMS
500 MillionMonthly Active Users
on Instagram
FACEBOOK IS NOT DEAD
Source: Facebook

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

10. IT/SEO
HR/
RECRUITING
CUSTOMER
RETENTION
MKTG/PR/
SALES
LEGAL
COMP
ANALYSIS
SOCIAL
MEDIA
6 TRADITIONAL BUSINESS FUNCTIONS
ENHANCED BY SOCIAL MEDIA

11. 1. Gain valuable customer insights
2. Improve your customer service
3. Increase brand awareness and loyalty
4. Run targeted ads with real-time results
5. Generate higher converting leads
6. Provide rich customer experiences
7. Increase website traffic and search ranking
8. Find out what your competitors are doing
9. Share content faster and easier
10. Build relationships
SOCIAL MEDIA BENEFITS

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

13. SOCIAL MEDIA TRENDS
3

14. 1. REPUTATION MATTERS

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

16. 92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

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

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

19. Source: Google
MICRO-MOMENTS

20. 1. ESTABLISH AN IDENTITY

21. WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

22. WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

23. 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.

24. VIRTUAL DOORWAY IS ON THE WEB

25. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

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

27. GOOGLE REVIEWS

28. GOOGLE “SNACK PACK” RESULTS
“SNACK PACK” STANDARD

29. KNOWLEDGE GRAPH

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

31. 1
GOOGLE MY BUSINESS
& GOOGLE+

32. GOOGLE REVIEWS2

33. CONSISTENT BUSINESS LISTING DATA
ACROSS MORE THAN 300 SITES
3
THE BIG 4
Create and correct listings on the following:
DATA PROVIDERS
Syndicate local business listings to four major
data providers through Listing Distribution

34. A SOCIAL MEDIA
PRESENCE
4

35. OPTIMIZE
LISTINGS

36. CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

37. 2. MANAGE REVIEWS

38. SEARCH ON TOP REVIEW SITES

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

40. THE 3 TYPES OF
REVIEWS
2. NEGATIVE REVIEWS
3. HEALTHY, UNMANAGED REVIEWS
1. NO REVIEWS / NO RECENT REVIEWS

41. 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.

42. 2. CREATING YOUTILITY

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

45. 3 REASONS WHY…
Source: Jay Baer

46. 1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

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

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

49. Source: Jay Baer

50. Source: Jay Baer

51. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

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

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

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

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

65. in new leases!
$150,000

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

67. YOUTILITY

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

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

70. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

71. 3. VISUAL CONTENT EXPLODES

74. — @garyvee

77. Not just for selfies & recipes!

78. WHY IS VISUAL
CONTENT IMPORTANT?

79. 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

80. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

81. POSTS WITH
ATTRACT 3X MORE
INBOUND LINKS THAN PLAIN TEXT POSTS.
Source: SEOmoz
VIDEOS

82. VISUAL CONTENT IS
SOCIAL MEDIA-READY.
IT’S EASILY SHAREABLE AND
EASILY PALATABLE.
Source: Wishpond.com

83. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

84. A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

86. 14 minutes = avg site visit
30% prefer over watching TV

87. 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

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

89. PIN WIDGET
Embed bigger pins on your site.

90. A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

91. 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

92. HASHTAG

93. RUN AN INSTAGRAM CONTEST

95. •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

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

97. RECIPES ~ PETS ~ DECOR

98. INCLUDE HYPER-LOCAL CONTENT

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

100. FACEBOOK ADS

101. CASE STUDY
LEASES IN 1 DAY!
6

102. CANVA

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

104. LIVE STREAMING
VIDEO

105. Primed by the constant avalanche of
livestreamed video, 2016 will see
consumers demand digital content that
is timely and immersive; lasting in
impact even if fleeting in duration
Ephemeral - Faster

106. PEOPLE WANT TO SHARE
REAL MOMENTS, NOT
PERFECT MOMENTS.

107. »The democratization of smartphone prices
»Mobile-fitting experiences
»Shift in social behavior: willingness to share
»Quick & easy access to the Internet
LIVE VIDEO TAKE-OFF,
WHY NOW?

108. 40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

109. PERISCOPE

110. • #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

111. Casey Van Zant blah blah
LIVE

112. FACEBOOK 360

113. FACEBOOK 360

114. INSTAGRAM STORIES

115. Visual content should not sell your
apartment. It should sell an
experience around your product.

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

117. TAKEAWAYS

118. 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

120. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum