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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
Cohn & Wolfe 2016 Authentic 100
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
AUTHENTICITY:
HONESTLY expressing
VALUES through
EVERY INTERACTION.
@Nicole_Mintiens
#multifamilysms2017
“78% of consumers
DO NOT THINK brands
are OPEN and HONEST.”
- Cohn & Wolfe 2016 Authentic 100
THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAP
YOU
THE AUTHENTICITY GAP
RESIDENT
AUDIENCE EXPECTATIONS
VS ACTUAL
BRAND EXPERIENCES
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
1 COMMUNITY
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
10 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
30 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
60 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAP
YOU RESIDENT
100+ COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
UNDERSTAND
YOUR CUSTOMERS
and their EXPECTATIONS
to SUCCEED in SOCIAL
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER
BRINGING BRAND
@Nicole_Mintiens
#multifamilysms2017
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
LIMITED
TRAINING
(AND MOTIVATION)
THE AUTHENTICITY GAP
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
“where luxury
and convenience
CONVERGE!”
I want to live…
- Unmotivated Copywriter
@Nicole_Mintiens
#multifamilysms2017
“always fresh,
forever ORIGINAL
apartment.”
I want an…
- No resident, ever.
@Nicole_Mintiens
#multifamilysms2017
GENERIC
SHORTCUTS
(& DIFFERENTIATORS)
THE AUTHENTICITY GAP
CHECKLIST
MARKETING
(EFFICIENT > EFFECTIVE)
THE AUTHENTICITY GAP
BE EFFECTIVE
@Nicole_Mintiens
#multifamilysms2017
Source:http://www.rmagency.com/living-brand-promise/
SOLID FOUNDATION
BRAND AUTHENTICITY:
EXPRESSING VALUES AT EVERY TOUCHPOINT
@Nicole_Mintiens
#multifamilysms2017
EMBRACE BRAND VALUES TO
CLOSE AUTHENTICITY GAP
YOU RESIDENT
THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
HAPPY
EMPLOYEES
(BRAND ADVOCATES)
@Nicole_Mintiens
#multifamilysms2017
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
“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
CUSTOMER OBSESSED
@Nicole_Mintiens
#multifamilysms2017
BETTER
UNDERSTAND
CUSTOMERS
(THROUGH RESEARCH)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
>2000%
BETTER THAN AVERAGE
MULTIFAMILY CONVERSION RATE
COMPETE
WITHOUT
COMPETITION
(WHEN TRULY UNIQUE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
BEST
PRACTICES
(DO OR DIE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
AUTOMATE
RELATIONSHIPS
(PUSH TO ALL CHANNELS)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
LIMITED
ENGAGEMENT
(HELLO? THIS THING ON?)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
INCREASE
ADVERTISING
(INCREASE EXPOSURE
WITH LIMITED BUDGET)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
MEASURE ROI
(PROVE YOUR VALUE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
LEVERAGE DATA
@Nicole_Mintiens
#multifamilysms2017
DECREASE
COST PER CLICK
(INCREASING
RELEVANCE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
PARETO PRINCIPLE
@Nicole_Mintiens
#multifamilysms2017
FOCUS SOCIAL
PRESENCE
(IMPROVED
EFFECTIVENESS)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
TOP REFERRAL SOURCES BY NEW USERS
G5 MULTIFAMILY
INCREASE
ENGAGEMENT
(USING DATA)
SCALEABLE PLANNING
with the Kipling Method
@Nicole_Mintiens
#multifamilysms2017
STEP
1
START WITH WHY
@Nicole_Mintiens
#multifamilysms2017
WHY?
BUSINESS
OBJECTIVE(S)
TO BE
IMPACTED
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
LISTENING
@Nicole_Mintiens
#multifamilysms2017
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
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
STEP
2
FOCUS RESOURCES
STOP TASKS THAT DON’T AID OBJECTIVE.
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
@Nicole_Mintiens
#multifamilysms2017
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)
STEP
2
AUTOMATE CAREFULLY
BUSINESS IS BUILT ON RELATIONSHIPS
@Nicole_Mintiens
#multifamilysms2017
ROBOTS CAN’T BUILD RELATIONSHIPS.
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
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
STEP
3
WHO ARE YOU?
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
ACKNOWLEDGE & AMPLIFY BEHAVIORS
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
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
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
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)
STEP
3
WHO DO YOU SERVE?
USE DATA TO UNDERSTAND RESIDENTS
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
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
STEP
3
WHO WILL BE INVOLVED?
CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
STEP
4
WHERE’S YOUR TEAM?
COLLABORATE TO COMMUNICATE
WHERE?
TEAM
MEMBER
LOCATIONS
@Nicole_Mintiens
#multifamilysms2017
STEP
5
SCHEDULE CONSISTENCY
PLANNING IS A CONTINUOUS PROCESS,
NOT A DOCUMENT.
When?
POSTING,
REPORTING &
REVIEW
SCHEDULING
@Nicole_Mintiens
#multifamilysms2017
STEP
6
ALIGN METRICS TO “WHY”
MAP TRACKING TO BUSINESS OBJECTIVE(S)
How?
ALIGN KPIs &
RESOURCES TO
OBJECTIVE
@Nicole_Mintiens
#multifamilysms2017
STEP
6
ALIGN RESOURCES TO “WHY”
CULTURAL SUPPORT FROM EMPLOYEES & LEADERS
How?
ALIGN KPIs &
RESOURCES TO
OBJECTIVE
Cohn & Wolfe 2016 Authentic 100
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
CHEERS!
@Nicole_Mintiens
#multifamilysms2017

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