The document discusses key social media and digital trends in 2016. It identifies reputation management, creating useful content ("youtility"), visual content, and employee/fan advocacy as major trends. Specifically, it notes that reputation is a business asset that must be actively managed. It also emphasizes using social media to provide useful information to customers and generate engagement through contests and visual content like photos and videos. Harnessing employees and fans as advocates through contests is also discussed as a way to crowdsource content.

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
4. EMPLOYEE & FAN ADVOCACY

9. 150 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

10. IT
HR
CUSTOMER
RETENTION
MKTG &
SALES
SEO
COMP
ANALYSIS
SOCIAL
MEDIA
6 TRADITIONAL BUSINESS FUNCTIONS
ENHANCED BY SOCIAL MEDIA

11. 2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

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
4

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. 40%
60%
25% 17% 17% 15%
75% 83% 83% 85%
2010 2011 2012 2013 2014
Before Entering a Store In-Store
BUYING DECISIONS ARE MADE
ONLINE!
Source: Nielson

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

20. Source: Google
MICRO-MOMENTS

21. Source: Google

22. 1. ESTABLISH AN IDENTITY

23. WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

24. WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

25. 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.

26. VIRTUAL DOORWAY IS ON THE WEB

27. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

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

29. GOOGLE “SNACK PACK” RESULTS
MOBILEDESKTOP

30. KNOWLEDGE GRAPH

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

32. 1
GOOGLE+ &
MAPS LISTING

33. 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

34. GOOGLE REVIEWS3

35. A SOCIAL MEDIA
PRESENCE
4

36. OPTIMIZE
LISTINGS

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. 3. IMPROVE ENGAGEMENT

43. CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

44. HAVING A SOCIAL MEDIA
CHANNEL YOU DON’T MONITOR
IS LIKE HAVING PHONE LINES AT
YOUR PROPERTY THAT ARE
NEVER ANSWERED.
1. CUSTOMER SERVICE

45. CONSUMERS DECLARE THEIR
INTENTIONS ON SOCIAL MEDIA
DAILY!
I need to find an
apartment in
Dallas!
I need help
moving!
I’m looking for a
roommate!
2. GENERATE LEADS

46. 3. BUILDING FANS
YOUTILITY & VISUAL CONTENT

47. 2. CREATING YOUTILITY

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

50. 3 REASONS WHY…
Source: Jay Baer

51. 1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

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

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

54. Source: Jay Baer

55. Source: Jay Baer

56. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

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

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

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

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

69. in new leases!
$150,000

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

71. YOUTILITY

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

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

74. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

75. 3. VISUAL CONTENT EXPLODES

78. — @garyvee

81. Not just for selfies & recipes!

82. WHY IS VISUAL
CONTENT IMPORTANT?

83. 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

84. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

85. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

86. A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

88. 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

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

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

91. A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

92. 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

94. HASHTAG

95. RUN AN INSTAGRAM CONTEST

96. INSTAGRAM TAKEOVERS

98. FACEBOOK REACTIONS

99. •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

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

101. RECIPES ~ PETS ~ DECOR ~ LOCAL

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

103. INTEGRATE INSTAGRAM

104. FACEBOOK ADS

105. INFOGRAPHICS

108. CANVA

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

110. LIVE STREAMING
VIDEO

111. 40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

112. PERISCOPE

113. • #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

114. Casey Van Zant blah blah
LIVE

115. LIVE
145M
VIEWS

116. 4. EMPLOYEE & FAN ADVOCACY

117. WHAT IS ONE OF THE
BIGGEST CHALLENGES
WE HAVE TODAY?

118. CONTENT

119. CONTENT
IS KING

120. HOW DO WE SOLVE
THIS CHALLENGE?

121. CONTESTS

122. CONTESTS IS
KING

123. CONTESTS CONTENT=

124. EMPLOYEE ACTIVATION
Your employees have a vested
interest in your company’s success.
They will be your most committed
and enthusiastic ambassadors.
Providing them the opportunity and
support to be visible spokespeople
on behalf of your brand drives
employee engagement, inspires
collaboration and improves customer
experiences.
“
”- Susan Emerick, IBM

125. CONTENT - A -THON
255
STATUS UPDATES
30+
BLOG TOPIC IDEAS

127. The Power of Pinterest
2,202
PHOTOS
RUN A CONTEST
Crowdsource content from
employees and residents.

128. DESUMMER
FUN

129. CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

130. CROWDSOURCED ADS

131. #ForRentLife

133. WIN WIN

134. 9 WINNING
METHODS
BEFORE
CONTEST
1. Set Goals
2. Define Contest
3. Concepting
4. Plan Promotion
5. Select a Prize
DURING
CONTEST
6. Seed and Promote
7. Manage
AFTER
CONTEST
8. Crown
9. Measure

135. YOURFANS
BECOME YOUR...
CONTENT CREATORS

136. NEARLY 7,000PHOTOS,
200+VIDEOS, 900PINTEREST BOARDS
&THOUSANDSOF NEW CONTENT
CONTRIBUTORS

137. CONTESTS CONTENT=

138. TRENDS
1. REPUTATION MATTERS
2. CREATING YOUTILITY
3. VISUAL CONTENT EXPLODES
4. EMPLOYEE & FAN ADVOCACY

139. TAKEAWAYS

140. 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

142. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum