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Transcript of Social Media Authenticity - How to Brand Your Assets Individually with Scaling Portfolios -...
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
@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 CUSTOMERSand 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 #multifamilysms2017 THE 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
“They’re short, sophisticated, UNIQUE...”
CHECKLIST MARKETING (EFFICIENT > EFFECTIVE)
THE AUTHENTICITY GAP
BE EFFECTIVE
@Nicole_Mintiens #multifamilysms2017
Source: http://w
ww
.rmagency.com
/living-brand-promise/
SOLID FOUNDATION
BRAND AUTHENTICITY:EXPRESSING VALUES AT EVERY TOUCHPOINT
@Nicole_Mintiens #multifamilysms2017
EMBRACE BRAND VALUES TOCLOSE AUTHENTICITY GAP
YOU RESIDENT
THE AUTHENTICITY GAP
@Nicole_Mintiens #multifamilysms2017
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
@Nicole_Mintiens #multifamilysms2017
CUSTOMER OBSESSED
@Nicole_Mintiens #multifamilysms2017
BETTERUNDERSTAND CUSTOMERS (THROUGH RESEARCH)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
>2000%BETTER THAN AVERAGE
MULTIFAMILY CONVERSION RATE
COMPETE WITHOUT COMPETITION(WHEN TRULY UNIQUE)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
@Nicole_Mintiens #multifamilysms2017
BEST PRACTICES(DO OR DIE)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
AUTOMATE RELATIONSHIPS(PUSH TO ALL CHANNELS)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
LIMITED ENGAGEMENT(HELLO? THIS THING ON?)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
INCREASE ADVERTISING (INCREASE EXPOSURE WITH LIMITED BUDGET)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
MEASURE ROI(PROVE YOUR VALUE)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
@Nicole_Mintiens #multifamilysms2017
LEVERAGE DATA
@Nicole_Mintiens #multifamilysms2017
DECREASE COST PER CLICK(INCREASING RELEVANCE)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
PARETO PRINCIPLE
@Nicole_Mintiens #multifamilysms2017
FOCUS SOCIAL PRESENCE (IMPROVED EFFECTIVENESS)
@Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP
TOP REFERRAL SOURCES BY NEW USERSG5 MULTIFAMILY
INCREASE ENGAGEMENT (USING DATA)
SCALEABLE PLANNINGwith the Kipling Method
@Nicole_Mintiens #multifamilysms2017
STEP
1 START WITH WHY
@Nicole_Mintiens #multifamilysms2017
WHY?BUSINESS
OBJECTIVE(S) TO BE
IMPACTED
#APTCHATTues. 10am PST
LISTENING
@Nicole_Mintiens #multifamilysms2017
#APTCHATTues. 10am PST
LISTENING
@Nicole_Mintiens #multifamilysms2017
#APTCHATTues. 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 PRESENCEBUILD 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 RESOURCESSTOP 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 CAREFULLYBUSINESS 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
AUDIENCETEAM
@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
AUDIENCETEAM
@Nicole_Mintiens #multifamilysms2017
ACKNOWLEDGE & AMPLIFY BEHAVIORS
STEP
3 WHO ARE YOU?
WHO?BRAND
AUDIENCETEAM
@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
AUDIENCETEAM
@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
AUDIENCETEAM
@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
AUDIENCETEAM
@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
AUDIENCETEAM
@Nicole_Mintiens #multifamilysms2017
STEP
3WHO WILL BE INVOLVED?LEVERAGE YOUR PEOPLE’S POTENTIAL
WHO?BRAND
AUDIENCETEAM
@Nicole_Mintiens #multifamilysms2017
“EMPLOYEES ARE YOUR SINGLE GREATEST MARKETING ENGINE.”
- Jay Baer YouTility
STEP
3WHO WILL BE INVOLVED?CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE
WHO?BRAND
AUDIENCETEAM
@Nicole_Mintiens #multifamilysms2017
STEP
4WHERE’S YOUR TEAM?COLLABORATE TO COMMUNICATE
WHERE?TEAM
MEMBER LOCATIONS
@Nicole_Mintiens #multifamilysms2017
STEP
5SCHEDULE CONSISTENCYPLANNING IS A CONTINUOUS PROCESS, NOT A DOCUMENT.
When?POSTING,
REPORTING & REVIEW
SCHEDULING
@Nicole_Mintiens #multifamilysms2017
STEP
6ALIGN METRICS TO “WHY”MAP TRACKING TO BUSINESS OBJECTIVE(S)
How?ALIGN KPIs &
RESOURCES TO OBJECTIVE
@Nicole_Mintiens #multifamilysms2017
STEP
6ALIGN 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 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!
@Nicole_Mintiens #multifamilysms2017