View
1.034
Download
2
Tags:
Embed Size (px)
DESCRIPTION
Vivek Sodera, co-founder of Rapleaf makes social media an actionable marketing channel with this presentation to the Apartment Internet Marketing Conference 2010 on the social graph and making social media an actionable marketing channel.
Citation preview
2. Contents
3. Social Media Landscape 4. Social Media Trends 5.
Email-to-Social 6. Facebook 7. Twitter 8. Foursquare 9. Plancast
10. Additional Platforms 11. Summary 12. Something Extra 13.
[email protected] / @vsodera
2
10/13/2009
14. Rapleaf | About
Rapleaf provides social media data and consumer insight to drive
acquisition, retention and data intelligence activities. With the
largest and most comprehensive social media database, Rapleaf
helpsclients exceed marketing objectives.
Headquarters:San Francisco, CA
Satellite Offices:Chicago, IL
New York, NY
I
Like
cats
Food Network
Fan
NASCAR
Fan
Quick Facts
15. 400+ million consumers 16. 60+ billion friend
[email protected] / @vsodera
3
10/13/2009
17. Rapleaf | About
Rapleaf Universe
Who demographics
Where footprint online
What affinities, interests
With Whom friend connections
Rapleaf Process
[email protected] / @vsodera
4
4
18. Social Media Landscape
Demographics
Usage 80/20 Rule
[email protected] / @vsodera
5
19. Social Media Landscape
Early vs. Recent Adopters
[email protected] / @vsodera
6
20. Social Media Trends
Trends
-Facebook is new webpage
-Socialized commerce
-FB Connect massive ad network (100MM)
-Content distribution timescale:
Past (Asynchronous)Present (Realtime) Future (Intent)
Blog/Reviews Twitter/Foursquare Plancast
-Social broadcasting is on the rise
[email protected] / @vsodera
7
21. Email-to-Social: Unanonymize
Strategy:
-Identify existing and potential tenants/leads on social
-Target email marketing to those on FB & Twitter
22. Ping potential ambassadors or influencers with special
offers & incentives 23. Ping groups of friends-Ping folks that
change location (via LinkedIn, etc)
Case Study: Cosmetics Company
-Company wanted to expand FB fan base
-We identified which customers were on FB
-Company sent targeted email to FB customer base to fan on FB fan
page
-Company fanbase grew 10,000% in weeks
>50% on Facebook
[email protected] / @vsodera
8
24. Email-to-Social: Identify Influencers
Social Influencers Can Broadcast Your Message
Influencers Targets for word-of-mouth marketing campaigns
Friend counts of customers
Case Study: CPG
-CPG interested in leveraging 'mommy bloggers' for brand equity
purposes
-Un-anonymized customer set (4M)
-Identified socially influential 'soccer moms'
-CPG reached out to influencers & had them participate in
blog/Twitter campaign
[email protected] / @vsodera
9
25. Facebook What Will Be Covered
26. Engagement Ads 27. Facebook Ads 28. Recent Facebook
[email protected] / @vsodera
10
29. Facebook Measure
Social Media Sabermetrics
-Identify your business goals
-Set your Key Social Performance Indicators (KSPIs)
-Develop low-investment programs that should drive KSPIs
-Optimize tactics based on performance of KSPIs
Standard KSPIs
-Subscribers (email, RSS, or notifications)
-Content consumption
-Socially-indexed conversations
-UGC (photos/videos/wall posts added by fans)
-Pageviews
-Number of fans
-Number of comments/likes
-Time engaged with the site
-Total unique visitors
[email protected] / @vsodera
11
*credit: Ian Schafer & Tyler Willis
30. Facebook Sexy Apartment Listings
Craigslist
Website
Twitter
Search Landing Page
Email
Youtube
Yelp
3rd Party Listing Sites
[email protected] / @vsodera
12
31. Facebook Make Your Fanpage Sexy
Involver:
[email protected] / @vsodera
13
32. Facebook The New Webpage
Great Examples:
Traffic
Email address capture form (leads)
[email protected] / @vsodera
14
33. Facebook Be Social Yet Professional
Social Media is One Big Cocktail Party
Be Professional
Embrace the Community
-Make it aesthetically pleasing (Involver)
-Ask questions/get feedback (Brandglue)
Online
Offline
[email protected] / @vsodera
15
34. Facebook News Feed Optimization
No One Visits Your Fanpage (True Story)
35. Newsfeed algorithm EdgeRank(1) Affinity score between the
viewing user and the item's creator; higher affinity score if you
send your friend FB messages and look at their profile
(2) Weight for edge type (create, comment, like, tag, etc.);
comment has more importance than a like
(3) Time decay factor based on how long ago the edge was
created
36. Call your fans to action (ask for comments) Not
Great:Better:
Units available here: [link]" How important is the community
environment when selecting an apartment to rent? (BTW, we've got
special discounts `on the following units: [link])"
[email protected] / @vsodera
16
37. Twitter Setting Up Your Page
Twitter Page
-Dont tweet craplearn from Shaq
-Tweet open listings and vacancies
-Alert tenants of apartment updates
-Engage influencers & potential ambassadors
-Beautify your Twitter page & provide contact info
-
Twitter Search
Basic MonitoringAdvanced Monitoring
-TweetDeck, Hootsuite, etc.
-Track/monitor your companys mentions + competitors
-Stream tweets from apt hunters
-Radian6, Visible Technologies, etc.
-Advanced analytics in monitoring your company + competitors
-Sentiment analysis
[email protected] / @vsodera
17
38. Twitter Remember
39. Learn from U-Haul: Monitor your company for negative
sentiment and reach out to Twitterers ASAP 40. Track: Periodically
measure aggregate sentiment and aim to continually increase in
[email protected] / @vsodera
18
41. Foursquare
This Years Twitter
-Users check-in their location & broadcast to friends
-Combines the buzz of geo + realtime
-Users incentivized by points, badges, & mayor offers
Distributed Marketing
-Tenants check-in and broadcast to friends that theyre currently at
their apt (friends likely to stop by and be exposed to apartment
surroundings)
-Encourage tenants to check in
Mayorship
-Engage and embrace loyal tenants
-Offer incentives to Mayor of apt (5% off rent or reserved parking
spot)
[email protected] / @vsodera
42. Foursquare Go the Extra
Tips*
Go the Extra Inch:
43. Add unique tips and to-dos for local restaurants, retailers
and other venues. 44. Offer a reserved parking spot to the Mayor of
your community. 45. Use the Shout feature to let locals know about
upcoming parties or other open events at your community. 46.
Encourage as many people in your community as possible to join
Foursquare, then share their best tips and to-dos on your blog.Go
the Extra Mile:
47. Get out in the neighborhood and help more businesses create
their own Foursquare deals. 48. Create a referral special for
Foursquare users, or offer a freebie for stopping by your leasing
office. 49. Link your Foursquare account to Twitter, then check in
around town to share local hidden gems with your network. 50.
Partner with a local coffee shop or bar to offer a special discount
to their customers brought to you by XYZ
[email protected] / @vsodera
20
*credit: Mike Whaling/30lines
51. Plancast A New, Upcoming Platform
Foursquare for the Future
-Event driven social broadcasting
-Combines geo + intent
-Business model is still unclear
-Gained traction at SXSW like Twitter & Foursquare before
it
Plan Ahead
-Plan offers & incentives ahead of time:
52. Moving In Comcast, Bed Bath & Beyond coupons 53. Pool
party / BBQ Conditional sponsorship of food/drinks 54. Local events
Email, tweet, or message [email protected] / @vsodera
21
55. Additional Platforms
Yelp
-Monitor reviews for current and existing tenants and
outreach
-Pro-actively upload images and content
Augmented Reality
-Minority Report like technology
-UDR gets it
Slideshare
-can upload 1-2 page sales material on apartment listings
-can capture leads thru embedded lead collection form:
http://www.slideshare.net/business
Myspace/Hi5/Bebo/Friendster/etc.
-niche targeting: middle America, Latinos, African Americans,
etc.
[email protected] / @vsodera
22
56. Summary - Strategies
[email protected] / @vsodera
23
57. You Want More?
Offline Data
58. Presence of children 59. Home Ownership 60. Purchase
Behavior 61. Lifestyles 62. Much moreSocial Graph
63. Extending reach 64. Social AffinityMicro-Targeting
65. Serve display media to only people you want 66. Use customer
insight to tailor messaging and media planSocial Data
67. Interests and brand affinities 68. Occupation 69. Education
70. [email protected] / @vsodera
24
71. Target Ads Based on Social Data
Target:
-existing fans/followers
-friends of current fans/followers
-existing & prospective tenants
-friends of tenants
-fans/followers of competitors
-custom & built out segments
YOUR AD HERE
YOUR AD HERE
[email protected] / @vsodera
25
72. Questions?
Contact:
Vivek Sodera
[email protected]
Twitter: @vsodera
510.919.6221
[email protected] / @vsodera
26