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Nicole Mintiens, Julie Halsey, Social Media Authenticity with Scaling Portfolios: How to Brand Your Assets Individually

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Nicole Mintiens, Julie Halsey, Social Media Authenticity with Scaling Portfolios: How to Brand Your Assets Individually

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Nicole Mintiens, Julie Halsey, Social Media Authenticity with Scaling Portfolios: How to Brand Your Assets Individually

  1. 1. SOCIAL MEDIA AUTHENTICITY HOW TO BRAND YOUR ASSETS INDIVIDUALLY WITH SCALING PORTFOLIOS Nicole Mintiens Data Analysis & Insights Manager, G5 Julie Halsey Director of Digital Marketing CWS Apartment Homes @Nicole_Mintiens #multifamilysms2017
  2. 2. Cohn & Wolfe 2016 Authentic 100 @Nicole_Mintiens #multifamilysms2017
  3. 3. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP AUTHENTICITY: HONESTLY expressing VALUES through EVERY INTERACTION. @Nicole_Mintiens #multifamilysms2017
  4. 4. “78% of consumers DO NOT THINK brands are OPEN and HONEST.” - Cohn & Wolfe 2016 Authentic 100 THE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  5. 5. THE AUTHENTICITY GAP YOU THE AUTHENTICITY GAP RESIDENT AUDIENCE EXPECTATIONS VS ACTUAL BRAND EXPERIENCES @Nicole_Mintiens #multifamilysms2017
  6. 6. YOU RESIDENT THE AUTHENTICITY GAP 1 COMMUNITY @Nicole_Mintiens #multifamilysms2017
  7. 7. YOU RESIDENT THE AUTHENTICITY GAP 10 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  8. 8. YOU RESIDENT THE AUTHENTICITY GAP 30 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  9. 9. YOU RESIDENT THE AUTHENTICITY GAP 60 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  10. 10. THE AUTHENTICITY GAP YOU RESIDENT 100+ COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  11. 11. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP UNDERSTAND YOUR CUSTOMERS and their EXPECTATIONS to SUCCEED in SOCIAL @Nicole_Mintiens #multifamilysms2017
  12. 12. THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER BRINGING BRAND @Nicole_Mintiens #multifamilysms2017
  13. 13. LIMITED RESOURCES (PLUS HIGH CHURN) “60% OF ORGANIZATIONS HAVE A 1-3 PERSON SOCIAL MEDIA TEAM.” - Salesforce, 2015 State of Marketing @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  14. 14. LIMITED TRAINING (AND MOTIVATION) THE AUTHENTICITY GAP
  15. 15. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  16. 16. “where luxury and convenience CONVERGE!” I want to live… - Unmotivated Copywriter @Nicole_Mintiens #multifamilysms2017
  17. 17. “always fresh, forever ORIGINAL apartment.” I want an… - No resident, ever. @Nicole_Mintiens #multifamilysms2017
  18. 18. GENERIC SHORTCUTS (& DIFFERENTIATORS) THE AUTHENTICITY GAP
  19. 19. CHECKLIST MARKETING (EFFICIENT > EFFECTIVE) THE AUTHENTICITY GAP
  20. 20. BE EFFECTIVE @Nicole_Mintiens #multifamilysms2017
  21. 21. Source:http://www.rmagency.com/living-brand-promise/ SOLID FOUNDATION
  22. 22. BRAND AUTHENTICITY: EXPRESSING VALUES AT EVERY TOUCHPOINT @Nicole_Mintiens #multifamilysms2017
  23. 23. EMBRACE BRAND VALUES TO CLOSE AUTHENTICITY GAP YOU RESIDENT THE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  24. 24. HAPPY EMPLOYEES (BRAND ADVOCATES) @Nicole_Mintiens #multifamilysms2017 @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  25. 25. “If you need maintenance requests or just about anything, the staff will accommodate you in ways I haven't experienced before in an apartment complex.” need maintenance requests or just about anything, the staff will accommodate you in ways I haven’t experienced before in an apartment complex. If you @Nicole_Mintiens #multifamilysms2017
  26. 26. CUSTOMER OBSESSED @Nicole_Mintiens #multifamilysms2017
  27. 27. BETTER UNDERSTAND CUSTOMERS (THROUGH RESEARCH) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP >2000% BETTER THAN AVERAGE MULTIFAMILY CONVERSION RATE
  28. 28. COMPETE WITHOUT COMPETITION (WHEN TRULY UNIQUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  29. 29. @Nicole_Mintiens #multifamilysms2017
  30. 30. BEST PRACTICES (DO OR DIE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  31. 31. AUTOMATE RELATIONSHIPS (PUSH TO ALL CHANNELS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  32. 32. LIMITED ENGAGEMENT (HELLO? THIS THING ON?) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  33. 33. INCREASE ADVERTISING (INCREASE EXPOSURE WITH LIMITED BUDGET) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  34. 34. MEASURE ROI (PROVE YOUR VALUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  35. 35. @Nicole_Mintiens #multifamilysms2017
  36. 36. LEVERAGE DATA @Nicole_Mintiens #multifamilysms2017
  37. 37. DECREASE COST PER CLICK (INCREASING RELEVANCE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  38. 38. PARETO PRINCIPLE @Nicole_Mintiens #multifamilysms2017
  39. 39. FOCUS SOCIAL PRESENCE (IMPROVED EFFECTIVENESS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP TOP REFERRAL SOURCES BY NEW USERS G5 MULTIFAMILY
  40. 40. INCREASE ENGAGEMENT (USING DATA)
  41. 41. SCALEABLE PLANNING with the Kipling Method @Nicole_Mintiens #multifamilysms2017
  42. 42. STEP 1 START WITH WHY @Nicole_Mintiens #multifamilysms2017 WHY? BUSINESS OBJECTIVE(S) TO BE IMPACTED
  43. 43. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  44. 44. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  45. 45. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  46. 46. LISTENING @Nicole_Mintiens #multifamilysms2017
  47. 47. STEP 2 MONITOR & LISTEN @Nicole_Mintiens #multifamilysms2017 WHAT? CHANNELS TO ACCOMPLISH THE “WHY” CONVERSATIONS ABOUT: ● YOUR COMPANY ● YOUR INDUSTRY ● YOUR COMPETITORS ● RELEVANT TOPICS ● RELEVANT HASHTAGS
  48. 48. STEP 2 FOCUS PRESENCE BUILD AUDIENCE BEFORE EXPANDING @Nicole_Mintiens #multifamilysms2017 WHAT? CHANNELS TO ACCOMPLISH THE “WHY” ”BEFORE YOU FILL A STADIUM, YOU HAVE TO FILL A CLUB.” - Scott Stratten, Unmarketing
  49. 49. STEP 2 FOCUS RESOURCES STOP TASKS THAT DON’T AID OBJECTIVE. WHAT? CHANNELS TO ACCOMPLISH THE “WHY” @Nicole_Mintiens #multifamilysms2017
  50. 50. TOP REFERRAL SOURCES BY CONVERSIONS (G5 Multifamily) FOCUS LIMITED RESOURCES FOR EFFECTIVENESS OBJECTIVE = DRIVE CONVERSION Note: These are Google Analytics referral sources of G5 WEBSITE conversions meaning users visited these sites prior to converting on a G5 multifamily website. NOT conversions that occurred on these sites (i.e. Yelp/Apartments.com)
  51. 51. STEP 2 AUTOMATE CAREFULLY BUSINESS IS BUILT ON RELATIONSHIPS @Nicole_Mintiens #multifamilysms2017 ROBOTS CAN’T BUILD RELATIONSHIPS. WHAT? CHANNELS TO ACCOMPLISH THE “WHY”
  52. 52. STEP 3 WHO ARE YOU? REWARD ACTIONS THAT REFLECT VALUES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 “CULTURE is the #1 PREDICTOR of SUCCESS. NOT BUDGET, NOT RESOURCES.” - Mark Schaefer, Consultant to Adidas, Verizon, HGTV & the U.S. Air Force
  53. 53. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ACKNOWLEDGE & AMPLIFY BEHAVIORS
  54. 54. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” DISCOVER COMPETITIVE ADVANTAGES
  55. 55. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS
  56. 56. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS ● TARGET & TEST NEW MESSAGING
  57. 57. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS ● TARGET & TEST NEW MESSAGING ● OPTIMIZE UNIQUE VALUE PROPOSITIONS (UVPs)
  58. 58. STEP 3 WHO DO YOU SERVE? USE DATA TO UNDERSTAND RESIDENTS WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017
  59. 59. STEP 3 WHO WILL BE INVOLVED? LEVERAGE YOUR PEOPLE’S POTENTIAL WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 “EMPLOYEES ARE YOUR SINGLE GREATEST MARKETING ENGINE.” - Jay Baer YouTility
  60. 60. STEP 3 WHO WILL BE INVOLVED? CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017
  61. 61. STEP 4 WHERE’S YOUR TEAM? COLLABORATE TO COMMUNICATE WHERE? TEAM MEMBER LOCATIONS @Nicole_Mintiens #multifamilysms2017
  62. 62. STEP 5 SCHEDULE CONSISTENCY PLANNING IS A CONTINUOUS PROCESS, NOT A DOCUMENT. When? POSTING, REPORTING & REVIEW SCHEDULING @Nicole_Mintiens #multifamilysms2017
  63. 63. STEP 6 ALIGN METRICS TO “WHY” MAP TRACKING TO BUSINESS OBJECTIVE(S) How? ALIGN KPIs & RESOURCES TO OBJECTIVE @Nicole_Mintiens #multifamilysms2017
  64. 64. STEP 6 ALIGN RESOURCES TO “WHY” CULTURAL SUPPORT FROM EMPLOYEES & LEADERS How? ALIGN KPIs & RESOURCES TO OBJECTIVE
  65. 65. Cohn & Wolfe 2016 Authentic 100
  66. 66. START CLOSING THE GAP @Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP 1. Highlight examples of brand values 2. Set up listening alerts for every property 3. Survey residents to find competitive advantages 4. Distribute a survey to find and promote hidden talents of employees 5. Glean insights from CWS Apartments
  67. 67. CHEERS! @Nicole_Mintiens #multifamilysms2017

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