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

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Integrating Social MediaInto an Overall Marketing Plan

/EricaCampbell

@EricaCampbell

Erica Campbell ByrumDirector of Social MediaForRent.com & Homes.com

multifamily-social-media.com

Brainstorm

DistributeCollaborate

AuditIdentify

Identify Goals, Content Team & Audience 1

Set Your Goals

1. Build trust and rapport with your audience

2. Attract new prospects to your marketing system

3. Explore prospect and resident pain

4. Provide solutions and overcome objections

5. Deepen loyalty with existing residents

6. Build your reputation with search engines

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?

Develop Personas – First Time Fran

• Socializing singles• Urban-dwellers• Hip• Cutting-edge culture• Exercise enthusiasts

KEY TRAITS• Financially-

sensible• Risk takers• Internet-savvy• Digitally-literate

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.

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.

ENGAGEMENT INSIGHT

• Relies heavily on SN sites• Risk takers• Internet-savvy• Progressive

Determine what questions your personas have at each stage of the buying process.

Source: Leftbrain DGA

Buying Cycle•Interested Prospects•New Residents•Returning Residents•Current Residents •Former Residents

First Time Fran is concerned about having a limited budget.

Establish Your Content Team

Editor

Content Owners/SMEs

Creative/Writing

- Owner - Marketing VP - Marketing Mgr.

- Regional Mgr. - Property Mgr.

• 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

- Internal - External

Sample Workflow

multifamily-social-media.comSource: Divvy HQ

Conduct an Audit & Identify the Gaps in your Content2

Conduct an Audit & Map Content

Do you have budget-friendly content for First Time Fran?

Source: Leftbrain DGA

Brainstorm Themes, Topics & Content Types3

Themes, Topic & Alignment

Content Themes: Beyond your business

Topics: Specific titles or content ideas

Content Types:

eBooks, events, white papers, emails, etc.

Monthly/Quarterly Themes

• Stay focused

• Better story ideas

• Engage with community

Month View

Layers of Written Content

Data-driven articles, eBooks, white papers

Resident testimonials, case studies

Day-of-articles, resident events

How-to articles, checklists, infographics

Selecting the Right Content

Think about First Time Fran

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

Managing the Editorial Calendar4

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?

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

Create Your Editorial Calendar

• Designate one person to manage it• Simple is better and cleaner• Easily shared + edited• Accessible

Create a Social Posting Calendar

Promoting & Distributing Your Content5

Distribution Channels

1. Organic Social Media

2. Syndication Partners

3. Local Publications

4. Newsletter/Email

5. Paid Social Media

6. Paid Distribution

Bloggers

Cross-Promote Socially

Brainstorm

DistributeCollaborate

AuditIdentify

/EricaCampbell

@EricaCampbell

+EricaCampbellByrum

/EricaCampbellByrum

/EricaCByrum

Erica Campbell ByrumDirector of Social MediaForRent.com & Homes.com