This 3 hr Social Media workshop was given to the Houston Apartment Association (HAA) on August 6, 2013 by Erica Campbell Byrum, the Director of Social Media for For Rent Media Solutions (ForRent.com) and Homes.com. Building and maintaining an on-going positive relationship with consumers and customers through advanced social media tactics and technology is critical to your company’s success! The use of social media and new technology holds tremendous opportunities for companies looking to drive new business, retain customers, create engagement and increase revenue. Whether you are completely clueless, somewhat familiar, or advanced, Erica Campbell, Director of Social Media for Dominion Homes Media, the umbrella division for Homes.com and ForRent.com will discuss how to leverage social media and become part of the consumer dialogue. This session will provide attendees with strategic insight into creating a center of excellence, how and why social media works for businesses across all touch points, improving consumer engagement and other emerging opportunities.

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3. • The State of Social Media
• Strategy
• Trends
• Social Networking Sites
• Photo Sharing
• Microblogging
• Video
• Mobile
• Integrated Campaign
• Ignition Points

24. Recruitment

28. • Increase brand awareness, reach and retention
• Increase website traffic and drive leads
• Humanize your voice
• Position yourself as the local expert
• Recruiting and hiring
• Provide thought leadership and credibility
• Effectively market promotions, specials and events
• Manage your online reputation
• Improve search engine rankings
• Establish partnerships and build relationships

30. • Passion
• Social media savvy
• Enthusiasm
• Good communicator and writer
• Knowledge of brand touch points
• Good technical skills with computers and
online apps
• Willingness to take on the time commitment
required

37. It is the sum of
your business
visibility +
reviews.

38. Take a moment to consider how clients
and prospects perceive your brand.
• First, can they easily find you online?
• Second, do you know what they‟re saying
about you?
• Lastly, do you know where they are talking
about you?

40. • Where is your
business listed
online?
• How many Facebook
„Likes‟ do you have
and how often do you
post?
• Where do you rank on
the major search
engines?

44. Contact Information:
 Correct Business Name?
 Current Address?
 Current Phone Number?
 Current Website?
Search Engines:
 Bing Local
 Google Plus Local
 Yahoo! Local
Review Sites:
 Insider Pages
 Judy‟s Book
 Kudzu
 Yelp
 ApartmentRatings.com
Directory Sites:
 411.Com
 DexKnows
 Local
 LocalEdge
 MerchantCircle
 Super Pages
 Yellow Book
 Yellowpages
 Ziplocal
Social Sites:
 Facebook
 Foursquare
 LinkedIn
 Twitter

46. Rule 1: Never write a response while angry
Rule 2: Always use empathy and be authentic
Rule 3: Don‟t blame the customer
Rule 4: Never get into an online comment battle
Rule 5: Keep it timely and never ignore bad
reviews

62. Cost Benefit
• Social Media Labor
• Tools and Partners
• Opportunity Costs
• IT Labor
• Training
• Risk
• Awareness
• Web Traffic
• Advertising
• Lead Generation
• Leasing
• Conversion
• Retention
• Loyalty
• Advocacy
• Content (Photos/Videos)
• Satisfaction
• Market Research
• Improvements in
Customer Service

80. • Followers/Likes/Check-ins/Google+/Shares
• Mentions
• Frequency
• Topic/Relevancy
• Reputation/Authority/Influence
• Engagement (Klout)
• Length of time online

81. •Recruit Fans
•Get a Vanity URL
www.facebook.com/username
Cross Promote:
•On Your Website
•In Your Emails
•In Your Office
•Email Signatures
•Brochures/Print
http://developers.facebook.com/docs/plugins/

92. • What do you want your residents and prospects
to connect with you or your company?
• Why should someone pay attention to your
content?
• What‟s in it for them? What will they get out of it?
• How will you consistently add clarity to the
problems or issues they have?

93. • Strive to find unique sources that are not shared
by others in your market
• Wrap the source in value by adding commentary
or context
• Think about adding in some evergreen content

95. • Adding commentary or context is what creates
the value
• Ask yourself how this item helps your residents
and prospects accomplish their goals quicker
and easier, or how it gives them the solution to
their pains
• It can be branded to your company

96. • Share your curated content on your social
platforms and your own websites or blogs
• You benefit from the traffic
• You benefit from the authority
• You benefit from the SEO

97. • Aggregate and share your curation
• Share to the following locations:
– Email lists
– Mobile alerts
– Other hub sites (Tumblr, Foodspotting, HomeTalk,
etc.)

122. Source: Facebook
Posts that end
with a question
have a 15% higher
engagement rate.

125. Fill-in-the-blank posts
generate about 90%
more engagement
than the average post.
Source: Facebook

133. Timing of Posts

139. Brands can feature a
promotion on their
page, allow users to
claim it and have the
coupon sent directly to
the user‟s email or
mobile device.

140. • ‘Coolest Space in Your Place’
Facebook Photo Contest led to
Pinterest success
– Runner-ups guest blogged
– Farmhouse table pinned to Pinterest
• Blog Results:
• Blog traffic increased 4x in Sept
„11
• 255,000+ pageviews
• 214,000+ daily unique visitors
• 130+ comments
• Nearly 60% of blog traffic came
from post in Dec „12

144. • Demographics:
Gender, Age,
Counties, Cities,
Languages
• Page Views
• Unique Visitors
• Total Tab Views
• External Referrers
• Reach: Organic, Paid,
Viral
• Unique Users by
Frequency

145. • Facebook „Offers‟
• Optimize your profile
• Consider Edge Rank and Facebook Graph Search
factors for Facebook‟s algorithm
• Run contests
• Include photos
• Create „Events‟
• Use Facebook Insights to measure your success

151. • Social Signals are the new links. Add the Google +1
button to your site
• Create your Plus page, link to your site
• Add important people to circles
• Optimize your Circle names
• Create how-to content
• Recycle existing content
• Connect your HOA to your YouTube Account
• Tag people and other brands
• Use hashtags

156. Source: Modea

159. Source: RJ Metrics
1. Home (17.2%)
2. Arts and Crafts (12.4%)
3. Style/Fashion (11.7%)
4. Food (10.5%)
5. Inspiration/Education (9.0%)
6. Holidays/Seasonal (3.9%)
7. Humor (2.1%)
8. Products (2.1%)
9. Travel (1.9%)
10. Kids (1.8%)
Top 10 Categories on Pinterest
1. For the Home (3.15%)
2. My Style (1.97%)
3. Products I Love (1.86%)
4. Books Worth Reading (1.68%)
5. Food (1.23%)
6. Favorite Places & Spaces (1.00%)
7. Recipes (0.75%)
8. Craft Ideas (0.74%)
9. Christmas (0.72%)
10. Crafts (0.65%)
10 Most Popular Board Names

160. 10 Board Ideas

164. • Seasonal Boards
• Resident Perks
• Apartment Décor
– Small Spaces
– Closets
– Organization
– Furniture
• Recipes
• Hobbies
– Fashion/Style
– Sports
– Luxury Cars
• Crafts/DIY Projects

165. • Cities
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Transportation
• Events
• Entertainment
• Schools
• Local Businesses
• Beauty/Spas

171. Image Optimization Best Practices

172. Source: RJ Metrics 2012

173. Source: Pinerly Study

179. • Homes.com launched the
first real estate industry
Pinterest contest in Feb
„12
• The „Pin It If You Love It‟
contest was responsible
for:
– Almost 4,000 pins and repins
– 300+ entries
– Increased Homes.com‟s
Pinterest followers by 420
– 420% increase in page views,
782% in site searches and
500% increase in leads

186. • 90 million Monthly Active Users
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second

187. • Snap a photo with your mobile phone
• Choose from 20 different filters to transform the image
• Tag the photo with a foursquare location
• Include a message and use hashtags
• „Like‟ and comment on posts from other users
• Search the site and app to discover content

189. AfterBefore

190. • #love
• #instagood
• #me
• #cute
• #tbt
• #photooftheday
• #intsamood
• #beautiful
• #picoftheday
• #girl
• #igers
• #instadaily
• #iphonesia
• #follow
• #happy
• #tweegram
• #summer
• #instagramhub
• #bestoftheday
• #iphoneonly
• #igdaily
• #fashion
• #nofilter
• #food
• #sunset
• #sky
• #fun
• #instamood
• #instagramers
• #lol

192. • Curate content ranging from loosely
brand-related to product-specific
• Engage with users to build trust and an
online community
• Drive traffic back to your website and
social channels
• Run contests and provide giveaways
• Humanize the brand image

193. • Select your username
• Include your logo
• Craft a description
• Provide a website URL
• Follow other users
• Recruit residents and
staff to follow the brand

208. • Pinterest is the fastest growing site ever
• Pinterest delivers a ton of referral traffic
• Great for property shots
• Phonto app to add branding
• Run a photo contest
• Crowdsource with Instagram
• Regular engagement with audience
• Create local expert Pinterest boards
• Use hashtags
• Tools: PinAlerts, Pinreach, Pinpuff, Pinerly, Repinly

217. • Blogger outreach
• Make tweet less than 120 characters for the RT
• Use hashtags
• Use @Replies
• Include URL in the first 25% of the tweet to get more RT‟s
• Bring old content back to life
• Wefollow.com – top tags and people
• Twellow – top Twitter users by city
• Tweriod – gives you the best times to tweet
• Pitchengine.com – create better content to share via social
networks, search engines and mobile devices
• Bitly/Tinyurl – Shorten & track URLs

229. • Keep it concise (2 min or less)
• How-To videos, neighborhood videos, testimonials,
apartment rental advice, answer top questions
• Create playlists
• Create community
• Get creative
• Optimize: titles, descriptions, keywords, tags
• YouTube Analytics (demographics, audience retention,
traffic sources, playback locations)

231. The Process of designing and developing websites that
are able to react to user’s actions and detect the
medium where the site is currently being watched in
order to provide the best experience possible to the
user in terms of navigability and readability.

233. • Users “check-in” to local businesses and events
• Earn badges for more check-ins
• Discover new places
• Find deals

235. • No Touristy Tips – What really flies is local insight
and inside tips
• Associate Photos – Everything goes better with a
picture
• Use Lists – Curate groups of tips into lists and make
sure your tips are included
• Look for Lines – Venues with long wait lines (airports,
popular restaurants, travel hubs) have a higher usage
of tips
• Run a Promotion – Run a “Swarm Badge” promotion
at a resident event (get 51 people to check in
simultaneously)

238. • Keep mobile top of mind
• Prepare your websites and optimize for
search and social
• Keep mobile in mind
• Leave Foursquare tips on local business
profiles
• Provide specials and incentive to become
Mayor
• Engage consumers
• Run contests

242. Survey
Infographic
with survey
results

243. Checklist

244. eBook

245. Photo Contest

246. Twitter Chat
FacebookAds

251. 1. Start your search for your internal social media rock star.
2. Develop a social media policy.
3. Decide on the themes for your content, create a content
calendar and make the promise to post.
4. Establish an ambassador program.
5. Create a cohesive branded look for all social profile skins.
6. Create some videos and upload photos.
7. Promote events, specials, promotions and content across all
social networks.
8. Select a unique hashtag.
9. Launch a contest.
10. Have fun and test things.

254. /EricaCampbell
@EricaCampbell
Erica Campbell Byrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCampbellByrum
/EricaCByrum

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