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

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SOCIAL MEDIAAUTHENTICITYHOW TO BRAND YOUR ASSETS INDIVIDUALLY

WITH SCALING PORTFOLIOS

Nicole MintiensData Analysis & InsightsManager, G5

Julie HalseyDirector of Digital Marketing

CWS Apartment Homes

@Nicole_Mintiens #multifamilysms2017

Cohn & Wolfe 2016 Authentic 100

THE AUTHENTICITY GAPTHE AUTHENTICITY GAP

AUTHENTICITY: HONESTLY expressing VALUES through EVERY INTERACTION.

“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

RESIDENT

AUDIENCE EXPECTATIONS VS ACTUAL

BRAND EXPERIENCES

YOU RESIDENT

1 COMMUNITY

YOU RESIDENT

10 COMMUNITIES

YOU RESIDENT

30 COMMUNITIES

YOU RESIDENT

60 COMMUNITIES

YOU RESIDENT

100+ COMMUNITIES

THE AUTHENTICITY GAPTHE AUTHENTICITY GAP

UNDERSTAND YOUR CUSTOMERSand their EXPECTATIONS to SUCCEED in SOCIAL

THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER

BRINGING BRAND

LIMITED RESOURCES(PLUS HIGH CHURN)

“60% OF ORGANIZATIONS HAVE A

1-3 PERSON SOCIAL MEDIA TEAM.”

- Salesforce, 2015 State of Marketing

@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP

LIMITED TRAINING (AND MOTIVATION)

THE AUTHENTICITY GAPTHE AUTHENTICITY GAP@Nicole_Mintiens #multifamilysms2017

“where luxury and convenience CONVERGE!”

I want to live…

- Unmotivated Copywriter

“always fresh, forever ORIGINAL apartment.”

I want an…

- No resident, ever.

GENERIC SHORTCUTS (& DIFFERENTIATORS)

“They’re short, sophisticated, UNIQUE...”

CHECKLIST MARKETING (EFFICIENT > EFFECTIVE)

BE EFFECTIVE

Source: http://w

.rmagency.com

/living-brand-promise/

SOLID FOUNDATION

BRAND AUTHENTICITY:EXPRESSING VALUES AT EVERY TOUCHPOINT

EMBRACE BRAND VALUES TOCLOSE AUTHENTICITY GAP

YOU RESIDENT

HAPPY EMPLOYEES(BRAND ADVOCATES)

@Nicole_Mintiens #multifamilysms2017 @Nicole_Mintiens #multifamilysms2017 THE 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, thestaff will accommodate you in ways I haven’t experiencedbefore in an apartment complex.

If you

CUSTOMER OBSESSED

BETTERUNDERSTAND CUSTOMERS (THROUGH RESEARCH)

>2000%BETTER THAN AVERAGE

MULTIFAMILY CONVERSION RATE

COMPETE WITHOUT COMPETITION(WHEN TRULY UNIQUE)

BEST PRACTICES(DO OR DIE)

AUTOMATE RELATIONSHIPS(PUSH TO ALL CHANNELS)

LIMITED ENGAGEMENT(HELLO? THIS THING ON?)

INCREASE ADVERTISING (INCREASE EXPOSURE WITH LIMITED BUDGET)

MEASURE ROI(PROVE YOUR VALUE)

LEVERAGE DATA

DECREASE COST PER CLICK(INCREASING RELEVANCE)

PARETO PRINCIPLE

FOCUS SOCIAL PRESENCE (IMPROVED EFFECTIVENESS)

TOP REFERRAL SOURCES BY NEW USERSG5 MULTIFAMILY

INCREASE ENGAGEMENT (USING DATA)

SCALEABLE PLANNINGwith the Kipling Method

1 START WITH WHY

WHY?BUSINESS

OBJECTIVE(S) TO BE

IMPACTED

#APTCHATTues. 10am PST

LISTENING

2 MONITOR & LISTEN

WHAT?CHANNELS TO ACCOMPLISH THE “WHY”

CONVERSATIONS ABOUT:● YOUR COMPANY● YOUR INDUSTRY● YOUR COMPETITORS● RELEVANT TOPICS● RELEVANT HASHTAGS

2 FOCUS PRESENCEBUILD AUDIENCE BEFORE EXPANDING

”BEFORE YOU FILL A STADIUM, YOU HAVE TO FILL A CLUB.”

- Scott Stratten, Unmarketing

2 FOCUS RESOURCESSTOP TASKS THAT DON’T AID OBJECTIVE.

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)

2 AUTOMATE CAREFULLYBUSINESS IS BUILT ON RELATIONSHIPS

ROBOTS CAN’T BUILD RELATIONSHIPS.

3 WHO ARE YOU?REWARD ACTIONS THAT REFLECT VALUES

WHO?BRAND

AUDIENCETEAM

“CULTURE is the #1 PREDICTOR of SUCCESS. NOT BUDGET, NOT RESOURCES.”

- Mark Schaefer, Consultant to Adidas, Verizon, HGTV & the U.S. Air Force

3 WHO ARE YOU?

WHO?BRAND

AUDIENCETEAM

ACKNOWLEDGE & AMPLIFY BEHAVIORS

3 WHO ARE YOU?

WHO?BRAND

AUDIENCETEAM

● SURVEY IDEAL RESIDENTS○ “Why did you choose us over the competition?”

DISCOVER COMPETITIVE ADVANTAGES

3 WHO ARE YOU?DISCOVER COMPETITIVE ADVANTAGES

WHO?BRAND

AUDIENCETEAM

● IDENTIFY DIFFERENTIATORS

WHO?BRAND

AUDIENCETEAM

● IDENTIFY DIFFERENTIATORS● TARGET & TEST NEW MESSAGING

WHO?BRAND

AUDIENCETEAM

● IDENTIFY DIFFERENTIATORS● TARGET & TEST NEW MESSAGING● OPTIMIZE UNIQUE VALUE

PROPOSITIONS (UVPs)

3 WHO DO YOU SERVE?USE DATA TO UNDERSTAND RESIDENTS

WHO?BRAND

AUDIENCETEAM

3WHO WILL BE INVOLVED?LEVERAGE YOUR PEOPLE’S POTENTIAL

WHO?BRAND

AUDIENCETEAM

“EMPLOYEES ARE YOUR SINGLE GREATEST MARKETING ENGINE.”

- Jay Baer YouTility

3WHO WILL BE INVOLVED?CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE

WHO?BRAND

AUDIENCETEAM

4WHERE’S YOUR TEAM?COLLABORATE TO COMMUNICATE

WHERE?TEAM

MEMBER LOCATIONS

5SCHEDULE CONSISTENCYPLANNING IS A CONTINUOUS PROCESS, NOT A DOCUMENT.

When?POSTING,

REPORTING & REVIEW

SCHEDULING

6ALIGN METRICS TO “WHY”MAP TRACKING TO BUSINESS OBJECTIVE(S)

How?ALIGN KPIs &

RESOURCES TO OBJECTIVE

6ALIGN RESOURCES TO “WHY”CULTURAL SUPPORT FROM EMPLOYEES & LEADERS

How?ALIGN KPIs &

RESOURCES TO OBJECTIVE

Cohn & Wolfe 2016 Authentic 100

START CLOSING THE GAP

1. Highlight examples of brand values2. Set up listening alerts for every property3. Survey residents to find competitive

advantages4. Distribute a survey to find and promote

hidden talents of employees5. Glean insights from CWS Apartments

CHEERS!