Communicating effectively with your tenants on social media...Two-way communication The key feature...
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Communicating effectively with your tenants on social media @SocialBuk
Transcript of Communicating effectively with your tenants on social media...Two-way communication The key feature...
Communicating effectively with
your tenants on social media
@SocialBuk
SocialB Digital marketing experts
- social media training courses/webinars
- social media consultancy
- search engine optimisation
(being found on Google, etc)
- Digital strategy and support work
Social media council
Enabling A Better Future Together
What will you leave with today?
The four key areas to build social media success
What social media platforms you should be using for
your organisation
Tips on using social media as part of your every day
work and wider strategy
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Different types of social media
Although they all enabling sharing, there are several different
types of social media. We will cover these in more detail later.
Blogs are online diaries
Microblogs (Twitter) is texting online
Forums are conversational threads
Video sharing (YouTube, Vine, Vimeo, Periscope) is shared
video clips
Social photo (Instagram, Pinterest, Snapchat) is shared
images and photos
Social networking is all of the above
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How it relates to Housing
Management Housing Management organisations can and do use social
media. For every major business function of every
organisation, there is an equivalent social media function:
Research=Listening to the conversations tenants
have with each other & generally to understand their
wants and needs
Community=Talking in the conversations tenants have
with each other/generally to spread messages about
your useful updates, support, services, etc.
Support=Supporting tenants to support each other by
setting up tools that help them do this
Development=Embracing the way tenants choose to
communicate via social media to get updates etc.
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Why the social media explosion?
Free!
Sharing is a deeply ingrained human instinct
Traditional communications were brand led
New communications are word of mouth led
Access to internet!
Mobile phones and tablets!
Instant/immediate
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The 4 key S’s to social media success
Strategy
Social
Selecting the right
keywords
Search
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Strategy
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Social Media Strategy Without a plan you plan to …
What does success look like?
- decrease in calls with
problems/emergencies
- improving the sentiment in the housing
community?
Q1 “What do we want to achieve
with our social media activity?”
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Social Media Strategy
Your overall objectives will inform what you do in social media in
terms of:
Who you want to connect with
What content you share
How you interact with people
How often you need to interact with people
How you want to influence people to act
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User journey
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Don’t upset them at the first
hurdle
Mobile friendly website
Clear call to actions
No jargon
Easy to use
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Social Media Calendar Things to talk about
January
Budgeting with a family
February
How to keep heating costs
down
Community event in Burr
Road
MON TUES WEDS THURS FRI SAT SUN
Blog
YouTube
In social media, it’s key to
Do Something regularly
When you create a new blog post, tweet about it!
When you attend an event/show/networking, follow up with someone you met
by connecting with them on Twitter. Read any interesting blog articles? See a
good video on YouTube? Post it on Twitter!
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Measure, Measure, Measure!
Google Analytics
Hootsuite
Call traffic etc
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Website measurement
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Good old Excel
Weekly per
platform
Monthly on one tab
Create graphs
0
5
10
15
20
25
30
35
40
Retweets
Mentions
Tweets
favourited
by others
Visitors of
website
via Twitter
Sales via
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Social
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Two-way communication The key feature that differentiates social
media from traditional media is its facility for
two-way dialogue
This brings with it a number of important
advantages & disadvantages:
More powerful engagement
Active involvement
Participative for both parties
You can’t control what tenants say!
Make this principle core to a social
media strategy
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Two-way communication
Engage with your audience
Share useful information
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Minimising social
negativity
Prevention is better than cure
Acknowledge and log complaints
Take things off line but don’t ask them to call you/email you
Try to manage expectations
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Informing tenants is key The Bio contains relevant info
What you do
What to expect – what content you are
going to share/feedback etc
Customer Service
Where to find them
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Selecting the right keywords
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SEO
Search engine optimisation
Search engines index websites & social media platforms
Google, Yahoo, Bing have to decide what answers to give
people
SEO = having the right keywords that people search on
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Where to go keyword digging?
Use Google Keyword Planner
Use the search engines and their predictive text
If you pay for advertising on Google adwords note these down
Use your Google Analytics data (keyword source)
Google Insights Trend tool http://www.google.com/insights/search/
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Google Keyword Planner
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Google Keyword Planner
Note down longer keywords i.e. ‘how to budget your money’
Think like a tenant! Ask your call handlers their most popular questions
What locations do you cover? City, county, regions, UK wide
Set up an excel sheet with keywords/keyphrases so they can be used
across all your online areas (social media, website, etc.)
Review every two to three months if you get the chance
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Search
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Search
Make it
easy to find
the ways to
contact you
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Great Social Media Tools for Search
Hootsuite/Tweet Deck
Use to set up streams to target your audience/interests
Use for lists – great way of staying in touch with people (Twitter)
Scheduling – but don’t get in that trap apart from articles, etc
Measuring – all have a stats section
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Hootsuite
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Social media which platforms should
you use?
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Great for Housing Management –
consider Page & Group
Interaction is key, Facebook want you to
work for your credibility
The REAL value is in your fans content
and interaction you your page
Think target audience
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Facebook Examples
Aim for shares, likes & comments in that order – not
getting them means you are talking to yourself!
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Know your audience
Post at the best time
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Create / share links to send traffic to you
website/blog
Helps keep your tenants up to date
Find / Answer questions – great for
credibility
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Twitter – key to success
Bio
Getting Retweets (on
good things to share)
Using hashtags
Images
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Twitter Examples
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Hashtag examples
#location – i.e. #norfolk or #norwich
#subject – i.e. #money
#Interest – i.e. #mentalhealth
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Blogging Great for reusable content
Demonstrates you want to help
Shares useful information
Blogs are often shared on social
media networks
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Blogging example
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Maximise blogs
Blog (min. twice a month if possible)
Content subject is key – know your audience
Use an image!
Use these to share on your social media platforms
Use for your emailing too if you wish
Create in a simple video
One piece of content maximised!
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Video content - YouTube
Can be very easy
to do!
Share great hints,
tips, etc
Its about content
not how slick your
video is
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What will you leave with today?
The four key areas to build social media
success
What social media platforms you should be
using for your business
Tips on using social media as part of your
every day business
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www.socialb.co.uk
@SocialBuk
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Communicating effectively with
your tenants on social media
@SocialBuk
