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.

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. 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

10. 100 Million
500 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
1.6 Billion
320 Million

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

12. 2014
9.4% 13.2% 21.4%
2015 2020
SOURCE: DUKE UNIVERSITY CMO SURVEY
CHIEF MARKETING OFFICER’S
SPEND ON SOCIAL MEDIA

13. 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 raking
8. Find out what your competitors are doing
9. Share content faster and easier
10. Build relationships
SOCIAL MEDIA BENEFITS

14. Sound Bite
Generation

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

16. SOCIAL MEDIA TRENDS
4

17. 1. REPUTATION MATTERS

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

19. 92% OF INTERNET USERS READ
REVIEWS AND 89% OF PEOPLE
SAY REVIEWS INFLUENCE THEIR
PURCHASE DECISIONS.
- E TAILING GROUP
“ “

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

21. 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

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

23. Source: Google
MICRO-MOMENTS

24. 1. ESTABLISH AN IDENTITY

25. WHAT YOU SAY ABOUT
YOURSELF!
DIGITAL FOOTPRINT

26. WHAT OTHERS
SAY ABOUT YOU!
DIGITAL
SHADOW

27. 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.

28. VIRTUAL DOORWAY IS ON THE WEB

29. VIRTUAL DOORWAY IS
ON SOCIAL MEDIA

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

31. GOOGLE REVIEWS

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

33. KNOWLEDGE GRAPH

34. GOOGLE+
CONSISTENT BUSINESS LISTING DATA
A SOCIAL MEDIA PRESENCE
GOOGLE REVIEWS
1
2
3
4
THE 4 THINGS EVERY
PROPERTY NEEDS TO
IMPACT LOCAL SEARCH:

35. GOOGLE+1

36. GOOGLE REVIEWS2

37. 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

38. A SOCIAL MEDIA
PRESENCE
4

39. OPTIMIZE
LISTINGS

40. SEO-RICH DESCRIPTION, LINK,
PHONE NUMBER, & OFFICE HOURS

41. PHOTO/TEXT
URL
SEO-RICH DESCRIPTION
CATCHY TITLE
ATTRIBUTION

42. SEO-RICH
DESCRIPTION
& LINK
LINKS

43. 2. MANAGE REVIEWS

44. SEARCH ON TOP REVIEW SITES

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

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

47. 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.

48. ASK
FOR
REVIEWS
During the
Lease-Signing
Process
Renewal
Office
Visit
Work Order
/Call Back
Move
Out

49. GOOGLE AD EXTENSION
THE BENEFIT TO REVIEWS IS YOU GET TO USE THEM
IN GOOGLE ADWORDS

50. 3. IMPROVE ENGAGEMENT

51. CUSTOMER
SERVICE
GENERATING
LEADS BUILDING FANS
SUCCESSFUL SOCIAL MARKETING

52. 2. CREATING YOUTILITY

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

55. 3 REASONS WHY…
Source: Jay Baer

56. 1. CONSUMER BEHAVIOR
CHANGE
Source: Jay Baer

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

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

59. Source: Jay Baer

60. Source: Jay Baer

61. 74% TRUST REFERRALS FROM
FRIENDS/CO-WORKERS &
67.7% TRUST REVIEWS.
- SATISFACTS RESEARCH
“ “

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

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

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

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

75. in new leases!
$150,000

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

77. YOUTILITY

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

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

80. #1 REAL ESTATE
BOOK ON AMAZON
ONLY $2.99

81. 3. VISUAL CONTENT EXPLODES

84. — @garyvee

87. Not just for selfies & recipes!

88. WHY IS VISUAL
CONTENT IMPORTANT?

89. 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

90. 40%OF PEOPLE
WILL RESPOND BETTER TO
VISUAL INFORMATION THAN
PLAIN TEXT.
Source: Zabisco

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

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

93. VISUAL STORIES HELP PEOPLE
IDENTIFY WITH YOUR
ORGANIZATION.

94. A VISUAL DISCOVERY TOOL
(GUIDE TO LIFE)

96. 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

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

98. GET VERIFIED ON PINTEREST

99. PINTEREST ANALYTICS
Track how many people are pinning from your
website, seeing your pins, and clicking your content.

100. PIN WIDGET
Embed bigger pins on your site.

101. PINTEREST PROMOTED PINS

102. A SIMPLE WAY TO VISUALLY
TELL YOUR STORY

103. 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

105. HASHTAG

106. RUN AN INSTAGRAM CONTEST

107. INSTAGRAM TAKEOVERS

108. INSTAGRAM
ADS

110. •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

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

112. RECIPES ~ PETS ~ DECOR

113. INCLUDE HYPER-LOCAL CONTENT

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

115. INTEGRATE INSTAGRAM

116. FACEBOOK ADS

117. CASE STUDY
LEASES IN 1 DAY!
6

118. CASE STUDY
LEASES!
2

119. CASE STUDY

120. 140 CHARACTERS OR LESS

122. Sources: Bain & Company
TWEETS THAT INCLUDE
RECEIVE 2X MORE
ENGAGEMENT THAN THOSE WITHOUT.
1-2 HASHTAGS

123. Sources: Linchpin SEO
TWEETS WITH LINKS RECEIVE
RETWEET RATES THAN TWEETS WITHOUT LINKS AND
86% HIGHER
OF USERS’ ENGAGEMENT WITH BRAND’S TWEETS ARE LINK CLICKS.
92%

124. INFOGRAPHICS

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

128. CANVA

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

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

131. LIVE VIDEO

132. 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

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

134. »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?

135. 40yearsof live streamed footage is
watched every day by 10
million Periscope users
Periscope, August 2015

136. PERISCOPE

137. • #1 in the App Store.
• 400 million snaps per day.
• Stories last 24 hours & 10
second snap limit.
• Video/audio calling & chat
messaging.
Snapchat

138. Casey Van Zant blah blah
LIVE

139. FACEBOOK 360

140. FACEBOOK 360

141. Source: Raj Qsar
HYPERLAPSE

142. BOOMERANG (GIF-LIKE APP)

143. BOOMERANG (GIF-LIKE APP)

144. INSTAGRAM STORIES

145. 4. EMPLOYEE & FAN ADVOCACY

146. WHAT IS EMPLOYEE ADVOCACY?
Brands empowering employees to
support the goals of the brand through
employee-owned social media.
Employees use the social media
accounts that they own personally,
such as the employee’s personal
Twitter account of Facebook account.
“
”- Chris Boudreaux, Social Media Governance

147. WHY IT’S IMPORTANT
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

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

149. CONTENT

150. CONTENT
IS KING

151. HOW DO WE SOLVE
THIS CHALLENGE?

152. CONTESTS

153. CONTESTS IS
KING

154. WHY SHOULD ANYONE
CARE ABOUT
CONTESTS?

155. CONTESTS CONTENT=

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

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

159. DESUMMER
FUN

160. 1,600+
PHOTOS

161. CONTESTSARE THE GIFT THAT
KEEPS ON
GIVING

162. CROWDSOURCED ADS

163. #ForRentLife

165. WIN WIN

166. YOURFANS
BECOME YOUR...
CONTENT CREATORS

167. NEARLY 9,000PHOTOS,
200+VIDEOS, 900PINTEREST BOARDS
&THOUSANDSOF NEW CONTENT
CONTRIBUTORS TO OUR BLOG

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

169. TAKEAWAYS

170. 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

171. @EricaCampbell
+EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum
/EricaCampbellByrum