1.Understanding the Trio: Social Media + Content Marketing = Killer SEO @EricaCampbell @AptsForRent

2. @EricaCampbell @AptsForRent 3. Identify Goals, Audience & Content Team1 4. SET YOUR GOALS 1. Identify your audience 2. Build trust and rapport with your audience 3. Attract new prospects to your marketing system 4. Explore prospect and resident pain 5. Provide solutions and overcome objections 6. Deepen loyalty with existing residents 7. Build your reputation with search engines 5. 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 doesnt 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. KEY TRAITS: Socializing Singles Urban Dwellers/ Hip Cutting-Edge Culture Exercise Enthusiasts Financially Sensible Risk Takers Internet Savvy Digitally Literate Relies Heavily on Social Networks DEVELOP PERSONAS 6. UNDERSTAND YOUR TARGETS Determine what questions and fears your personas have at each stage of the buying process. Buying Cycle Interested Prospects New Residents Returning Residents Current Residents Former Residents First Time Fran is concerned about having a limited budget. 7. ESTABLISH YOUR TEAM 8. SAMPLE WORKFLOW 9. Audit & Identify the Gaps in your Content2 10. Do you have budget-friendly or apartment searching content for First Time Fran? Answer specific questions. CONDUCT A CONTENT AUDIT 11. GOOGLE TRENDS 12. Brainstorm Themes, Topics & Content Types3 13. THEMES, TOPIC, ALIGNMENT Content Themes: Beyond your business Topics: Specific titles/content ideas Content Types: eBooks, events, white papers, emails, etc. 14. IDEATION 15. MONTHLY/QUARTERLY THEMES 16. LAYERS OF WRITTEN CONTENT Thought leadership Long-form content Newsworthy/trendy content Evergreen content Data-driven articles, eBooks, white papers Resident testimonials, case studies Day-of articles, resident events How-to articles, checklists, infographics Think about First Time Fran 17. DETERMINE TYPES OF CONTENT 18. Managing the Editorial Calendar 4 19. PUBLISHING SCHEDULE Sample Frequency Social media updates = daily Website articles = 1 time per week Resident newsletters = 1 time per month Video = 2 times per month PR/News releases = 1 time per month 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? 20. EDITORIAL CALENDAR Industry News Social Media Keyword Research Comps Resident Stories FAQ Trends Employees Monthly Themes Content Manager Editorial Calendar 21. EDITORIAL CALENDAR Designate one person to manage it Simple is better and cleaner Easily shared and edited Accessible 22. SOCIAL POSTING CALENDAR 23. Promoting & Distributing Your Content 5 24. DISTRIBUTION CHANNELS 1. Organic Social Media 2. Syndication Partners 3. Local Publications 4. Newsletters/Email 5. Paid Social Media 6. Paid Distribution ILSs Print Digital Outdoor Radio Bloggers 25. Source: Google 26. Source: Facebook 27. Source: Instagram 28. Sources: Nielsen, Nirogram, Experian, and Emarketer 29. THE PIN CYCLE How a pin meets new people 30. Sold within 6 days of being on Pinterest!! 31. Source: Twitter 32. TWITTER PROFILE 33. Source: YouTube 34. Social in the Top 10: Google +1s Facebook Shares Facebook Comments Facebook Likes Pinterest Tweets SOCIAL SIGNALS Source: Search Metrics 35. SOCIAL SIGNALS Source: Search Metrics 36. PAID, OWNED & EARNED 37. SECURE CUSTOM URLS Vanity URLs make URLs more memorable, making it easier to find you. 38. ADD BUTTONS TO YOUR SITE Adding the social media badges to your website encourages visitors to follow you. Add the Share, Like, Tweet and +1 buttons to encourage visitors to share. 39. ADD THE PIN IT BUTTON 40. GET VERIFIED ON PINTEREST 41. PINTEREST PLACE PINS Include a map, address & phone number 42. CROSS-PROMOTE Cross- promote in both online and offline communications to increase followers 43. CROSS-PROMOTE Increase follower growth by cross- promoting to other social accounts 44. ADD REVIEWS WITH SOCIAL SHARING 45. ADD RELEVANT HASHTAGS 46. ADD RELEVANT HASHTAGS Use hashtags to get your content discovered 47. ADD RELEVANT HASHTAGS Hashtags help surface your content 48. PINNED TWEET Resembles the Facebook "Highlight" option. This allows you to display your most "important Tweets at the top of your Twitter profile. 49. POPULAR TWEET Tweets that get the most engagement will appear in larger font than regular tweets. 50. PROVIDE HELPFUL CONTENT 51. PROVIDE HELPFUL CONTENT People love a good checklist! 52. PROVIDE HELPFUL CONTENT A post in a community generates more engagement than on the stream. 53. eBOOKS & DOWNLOADS Download a FREE Pinterest White Paper bit.ly/HDCPinterestWhitePaper 54. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page Follow directly from search See recent posts 55. MAINTAIN AN ACTIVE G+ PAGE Click through to your G+ page 56. GOOGLE AUTHORSHIP 57. GOOGLE AUTHORSHIP 58. HANGOUTS ON AIR NatGeo received 250+ press mentions from 1 Hangout on Air 22,000 Hangout views 10,000 +1s 2,450 Google+ Event RSVPs 1,500 reshares 1,300 comments 250+ press mentions 150,000 new followers Source: Google 59. SOCIALANNOTATIONS Source: Google Brands using social annotations see a 5- 10% uptick in click through rates 60. LINK YOUR GOOGLE+ & YOUTUBE Source: Search Metrics Your Hangouts on Air are automatically posted to your Google+ page and YouTube channel Video posted to your YouTube channel are automatically posted to your Google+ followers 61. SLIDESHARE 62. #2 on Google 63. MEET THE TEAM Link back to your About Us page on your site 64. BEHIND THE SCENES 65. SHOWCASE LISTINGS Add descriptions & hashtags 66. HIGHLIGHT FEATURES 67. CUSTOMER REVIEWS 68. LOCAL Position yourself as the local expert Neighborhoods Dining Guide Shopping Nightlife Events Entertainment Schools Local Businesses Professional/Home Services 69. LIFESTYLE CONTENT Seasonal Home Dcor Small spaces Closets Kitchens Recipes Hobbies Fashion/Style Cooking Sports Crafts/DIY Projects 70. SNEAK PEEK 71. RESIDENT EVENTS 72. MODEL STAGING IDEAS 73. CONTESTS Crowdsource content from employees & residents 74. CROWDSOURCE ADS Repurpose consumer generated contest photos for Facebook Ads 75. CONTESTS 76. If you could have the room of your dreams, what would it be? How would it look? How would it feel? 1 winner 10 items selected to purchase for 10 lucky participants from their Dcor by Me Pinterest Boards. 77. REPURPOSE CONTENT 78. multifamily-social-media.com 79. bitly.com/AboutECB @EricaCampbell +EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum Erica Campbell Byrum Director of Social Media Homes.com & ForRent.com