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Integrating Social Media
Into an Overall Marketing Plan
Erica Campbell Byrum
Director of Social Media
ForRent.com & Homes.com

/EricaCampbell
@EricaCampbell
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
Identify

Audit

Collaborate

Brainstorm

Distribute

multifamily-social-media.com
1

Identify Goals, Content Team & Audience
Set Your Goals
1.
2.
3.
4.
5.
6.

Build trust and rapport with your audience
Attract new prospects to your marketing syste...
Keep Your Strategy Simple
•
•
•
•

Who is your audience?
What are you going to say (that is useful)?
Where will you say it...
Develop Personas – First Time Fran
FIRST TIME FRAN is getting her own place for the first time in her life. Having lived
w...
Determine what questions your personas have at
each stage of the buying process.
Buying Cycle
•Interested Prospects
•New R...
Establish Your Content Team
- Owner
- Marketing VP
- Marketing Mgr.

- Regional Mgr.
- Property Mgr.

•
•
•
•

Editor

Edi...
multifamily-social-media.com
multifamily-social-media.com
Sample Workflow

Source: Divvy HQ

multifamily-social-media.com
2

Conduct an Audit & Identify the
Gaps in your Content
Conduct an Audit & Map Content

Do you have budgetfriendly content for
First Time Fran?

Source: Leftbrain DGA
multifamily-social-media.com
3

Brainstorm Themes, Topics & Content Types
Themes, Topic & Alignment
Content Themes:
Beyond your business
Topics:
Specific
titles or content ideas
Content Types:
eBo...
Monthly/Quarterly Themes
• Stay
focused
• Better story
ideas
• Engage with
community

multifamily-social-media.com
Month View

multifamily-social-media.com
Layers of Written Content
Data-driven articles, eBooks,
white papers
Resident testimonials, case studies
Day-of-articles, ...
Selecting the Right Content
Think about
First Time
Fran

multifamily-social-media.com
Determine Content Types
•
•
•
•
•
•
•
•
•

Video (Shot-form: Instagram & Vine, Long-form: YouTube
Images
Podcast
Email
Whi...
4

Managing the
Editorial Calendar
Determine Your Publishing Schedule
• What are you going to publish?
• How often are you going to publish?
• Who will be re...
Frequency Sample
•
•
•
•
•

Social media updates = daily
Website articles = 3 times per week
eNewsletters = 2 times per mo...
Create Your Editorial Calendar

•
•
•
•

Designate one person to manage it
Simple is better and cleaner
Easily shared + ed...
Create a Social Posting Calendar

multifamily-social-media.com
5

Promoting & Distributing
Your Content
Distribution Channels
1.
2.
3.
4.
5.
6.

Organic Social Media
Syndication Partners
Local Publications
Newsletter/Email
Pai...
POE

multifamily-social-media.com
Cross-Promote Socially

multifamily-social-media.com
Identify

Audit

Collaborate

Brainstorm

Distribute

multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
multifamily-social-media.com
/EricaCampbell
Erica Campbell Byrum
Director of Social Media
ForRent.com & Homes.com

@EricaCampbell
+EricaCampbellByrum
/...
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com
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Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 1 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 2 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 3 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 4 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 5 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 6 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 7 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 8 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 9 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 10 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 11 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 12 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 13 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 14 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 15 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 16 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 17 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 18 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 19 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 20 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 21 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 22 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 23 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 24 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 25 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 26 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 27 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 28 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 29 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 30 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 31 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 32 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 33 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 34 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 35 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 36 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 37 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 38 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 39 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 40 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 41 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 42 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 43 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 44 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 45 Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com Slide 46 Integrating Social Media 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Integrating Social Media Into an Overall Marketing Plan
Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Erica Campbell Byrum Director of Social Media for Homes.com and ForRent.com as she examines the potential power of social media channels and shares how to achieve successful marketing results with Internet marketing components like social media.

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Integrating Social Media Into an Overall Marketing Plan, Erica Campbell, Homes.com and ForRent.com

  1. 1. Integrating Social Media Into an Overall Marketing Plan
  2. 2. Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com /EricaCampbell @EricaCampbell
  3. 3. multifamily-social-media.com
  4. 4. multifamily-social-media.com
  5. 5. multifamily-social-media.com
  6. 6. Identify Audit Collaborate Brainstorm Distribute multifamily-social-media.com
  7. 7. 1 Identify Goals, Content Team & Audience
  8. 8. Set Your Goals 1. 2. 3. 4. 5. 6. Build trust and rapport with your audience Attract new prospects to your marketing system Explore prospect and resident pain Provide solutions and overcome objections Deepen loyalty with existing residents Build your reputation with search engines multifamily-social-media.com
  9. 9. Keep Your Strategy Simple • • • • Who is your audience? What are you going to say (that is useful)? Where will you say it? (channels, vehicles) How often? multifamily-social-media.com
  10. 10. Develop Personas – First Time Fran FIRST TIME FRAN is getting her own place for the first time in her life. Having lived with roommates and family her entire life, Fran doesn’t know where to begin on her apartment search. Because she is working with a somewhat limited budget, she is hoping to find an apartment that she can comfortably afford. Due to her tight budget, Fran is using a lot of resources to collect as much information as possible. She is performing searches on Google and also utilizing Twitter and Facebook to gather advice and information from friends and family. KEY TRAITS • • • • • Socializing singles Urban-dwellers Hip Cutting-edge culture Exercise enthusiasts • Financiallysensible • Risk takers • Internet-savvy • Digitally-literate • • • • Relies heavily on SN sites Risk takers Internet-savvy Progressive ENGAGEMENT INSIGHT With their fondness of social networks, the best way to engage this persona is with content that is promoted on social network sites (Twitter & Facebook). Content focusing on budgeting and first time renters would have a more significant impact with this persona.
  11. 11. Determine what questions your personas have at each stage of the buying process. Buying Cycle •Interested Prospects •New Residents •Returning Residents •Current Residents •Former Residents First Time Fran is concerned about having a limited budget. Source: Leftbrain DGA
  12. 12. Establish Your Content Team - Owner - Marketing VP - Marketing Mgr. - Regional Mgr. - Property Mgr. • • • • Editor Editing content Assigning projects Managing projects Maintaining voice/style • • • Approving and publishing content Giving feedback to contributors Facilitating team meetings • • • • Being creative Creating content Taking photos/making videos Participating in brainstorming Content Owners/SMEs - Internal - External Creative/Writing multifamily-social-media.com
  13. 13. multifamily-social-media.com
  14. 14. multifamily-social-media.com
  15. 15. Sample Workflow Source: Divvy HQ multifamily-social-media.com
  16. 16. 2 Conduct an Audit & Identify the Gaps in your Content
  17. 17. Conduct an Audit & Map Content Do you have budgetfriendly content for First Time Fran? Source: Leftbrain DGA
  18. 18. multifamily-social-media.com
  19. 19. 3 Brainstorm Themes, Topics & Content Types
  20. 20. Themes, Topic & Alignment Content Themes: Beyond your business Topics: Specific titles or content ideas Content Types: eBooks, events, white papers, emails, etc. multifamily-social-media.com
  21. 21. Monthly/Quarterly Themes • Stay focused • Better story ideas • Engage with community multifamily-social-media.com
  22. 22. Month View multifamily-social-media.com
  23. 23. Layers of Written Content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of-articles, resident events How-to articles, checklists, infographics multifamily-social-media.com
  24. 24. Selecting the Right Content Think about First Time Fran multifamily-social-media.com
  25. 25. Determine Content Types • • • • • • • • • Video (Shot-form: Instagram & Vine, Long-form: YouTube Images Podcast Email Whitepapers Articles/blog posts eBooks Facebook update, tweet, G+ post, pins Pay-Per-Click ads multifamily-social-media.com
  26. 26. 4 Managing the Editorial Calendar
  27. 27. Determine Your Publishing Schedule • What are you going to publish? • How often are you going to publish? • Who will be responsible for researching, writing, designing, approving, publishing, and sharing the content? multifamily-social-media.com
  28. 28. Frequency Sample • • • • • Social media updates = daily Website articles = 3 times per week eNewsletters = 2 times per month Video = 2 times per month PR/News releases = 1 time per month multifamily-social-media.com
  29. 29. Create Your Editorial Calendar • • • • Designate one person to manage it Simple is better and cleaner Easily shared + edited Accessible multifamily-social-media.com
  30. 30. Create a Social Posting Calendar multifamily-social-media.com
  31. 31. 5 Promoting & Distributing Your Content
  32. 32. Distribution Channels 1. 2. 3. 4. 5. 6. Organic Social Media Syndication Partners Local Publications Newsletter/Email Paid Social Media Paid Distribution Bloggers ILS multifamily-social-media.com
  33. 33. POE multifamily-social-media.com
  34. 34. Cross-Promote Socially multifamily-social-media.com
  35. 35. Identify Audit Collaborate Brainstorm Distribute multifamily-social-media.com
  36. 36. multifamily-social-media.com
  37. 37. multifamily-social-media.com
  38. 38. multifamily-social-media.com
  39. 39. multifamily-social-media.com
  40. 40. multifamily-social-media.com
  41. 41. /EricaCampbell Erica Campbell Byrum Director of Social Media ForRent.com & Homes.com @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum
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    Nov. 25, 2021
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    Sep. 27, 2021
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    Mar. 7, 2021

Integrating Social Media Into an Overall Marketing Plan Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Erica Campbell Byrum Director of Social Media for Homes.com and ForRent.com as she examines the potential power of social media channels and shares how to achieve successful marketing results with Internet marketing components like social media.

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