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Section TitleThe White House is Worth What?

How to Measure Social Media ROI

Whitney Curry, Director of Social Media

@WhitneyT

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New Kid on the Block

• Role at Zillow: Director, Social Media

• Hometown: Seattle, WA

• Favorite social media network:

Twitter

• Hours/week spent on social media:

48 hours

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Why am I sitting here?

I. INSPIRE

II. EDUCATE

III. INNOVATE

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New Kid on the Block

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New Kid on the Block

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Unpacking Zillow’s social media DNA

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Zillow’s social media footprint

2 million total

followers/fans

205 million monthly

users exposed to Zillow’s

content on social media

60 thousand

conversations with

consumers

Facebook

Twitter

Instagram

Pinterest

LinkedIn

Google+

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Social Media Cornerstones

I. There’s no such thing as over communicating

I. Case study: #ZEarnings

II. Data is your (best) friend

I. Case study: #AskObamaHousing

III. The consumer is the north star

I. Case study: @Zillow

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THERE’S NO SUCH THING AS

OVER COMMUNICATING

Case study: #ZEarnings

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There’s No Such Thing As Over Communicating

TIP:When innovating with social, get

cross functional buy-in on your

business objectives and

marketing plan

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Case Study:#ZEarnings

Social ROI

– Increased Investor Participation: Social integration allowed

for x2 the number of active call participants compared to past

quarters

– Social Audience Growth: 7x # of daily followers the week of

#ZEarnings

– Thought Leadership: Positioned Zillow as a thought leader in

social media, Investor Relations, Legal

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Case Study:#ZEarnings

CNBC, Wall Street Journal, USA Today, Xconomy, Forbes, The

Street, and more

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Homework

• What dusty best-practice in my day-to-day role is ready for

innovation?

• What does “winning” media coverage look like in my world?

TIP:Don’t innovate on an island.

Find a marketer you can trust to

brainstorm with.

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DATA IS YOUR (BEST) FRIEND

Case study: #AskObamaHousing

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Data is Your (Best) Friend

Leverage social data to

drive real-time audience

insights that shape the

narrative of your brand

TIP:Build your social infrastructure in

advance of the storm to prepare

yourself for real-time

opportunities

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Case Study: #AskObamaHousing

• Social

listening

dashboards

• Social trends

analysis

• Custom app

development

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Case Study: #AskObamaHousing

Social ROI

Brand authority &

category leadership

Government relations

Earned media

Site traffic

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Homework

• What qualitative, and quantitative, insights can I mine from my

social community?

• How can I invite my community into building decision making on

social?

TIP:Social is a free, and fast, focus

group. Want to know something?

Just ask?

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THE CONSUMER IS THE NORTH

STAR

Case study: @Zillow

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The Consumer is the North Star

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Case Study: @Zillow

TIP:Establish customer services

best practices. Level set with

management.

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Homework

• What “user personas” are apart of your community? Develop a

social plan that serves all demographics.

• How are you using paid media to amplify owned social content?

Are there opportunities to streamline process or reporting?

TIP:Develop a content calendar, and

stick to it. Consistency is key.

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Key Takeaways

I. Ask questions; set expectations

I. What data and insights are most important to your

organization?

II. Iterate constantly on content

I. Stick close to the data. Use social intelligence to drive

business decisions.

III. Plan ahead for your big moment

I. Select strategic partners in advance of the storm.

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What makes your property feel like a community and not a complex?

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#AptLife Sweepstakes

Win $1,000 towards a community-building event!

1. Capture what makes your property stand out as a community with

a picture, video, memory, or idea.

2. Share those moments using the #AptLife hashtag on Instagram,

Twitter, or Facebook.

3. Follow @ZRentalNetwork on Facebook, Twitter, and/or Instagram

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Let’s Connect

• Twitter: @WhitneyT & @ZRentalNetwork

• Email: whitneyt@Zillow.com

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