Companies are often on the hunt for more “likes” for their Facebook pages, hoping to get more brand advocates and social media fans. However only 42% of US Facebook users think marketers should interpret a “like” in that way.
This data comes from a June 2011 study from ExactTarget, “Subscribers, Fans and Followers: The Meaning of Like,” which found that 25% of US Facebook users disagree that marketers should interpret “like” to mean they are a fan or advocate of the company.
Facebook users themselves have some preconceived notions about what to expect when they “like” a company on the site, and among those who do not become brand fans, many are negative. More than half of users expect to be bombarded with messages or ads (54%), while 45% do not want to give companies access to profile information and 31% do not want to push content from a company into friends’ newsfeeds. These possibilities have prevented users from making brand connections on the social networking giant.
On the flip side, many US Facebook users also have certain expectations of perks they should get after following a company’s Facebook page.
The ExactTarget study found that 58% of US Facebook users expect to gain access to exclusive content, events or sales after “liking” a company, while 58% also expect to receive discounts or promotions. Additionally 47% expect to see updates about the company, person or organization they “liked” in their newsfeed, which bodes well for brands as they work to have their content always show up for their followers.
Additionally, younger consumers, ExactTarget found, have fewer expectations and generally “like” brands as a form of expression, not to get certain perks. Meanwhile, older consumers want something of value for “liking” a brand. By listening to what their target fanbase wants out of the Facebook relationship, marketers can get more interaction on their page and encourage more people to “like” rather than avoid brands on Facebook.
SEATTLE, WA – Zillow, Inc, the leading real estate information marketplace, today announced the launch of Zillow® Rentals for Android™ App, the company’s first dedicated rentals app, optimized for renters who need to make decisions quickly.
The Zillow Rentals for Android App is the only rentals app that allows users to access Rent Zestimates® – Zillow’s estimated rent prices on more than 100 million U.S. homes and apartments. Additionally, the app allows rental shoppers to:
- Compare and contrast favorite homes on a side-by-side list, a rental app feature exclusive to Zillow.
- Draw one or more boundaries around neighborhoods to narrow a search by geography.
- Use Android’s voice search capabilities to quickly search for-rent homes in an area.
- Quickly browse color-coded results organized by time on market, so renters know which homes are new to the market and which have already been viewed.
- Automatically receive on-screen notifications when new rental homes matching search criteria hit the market, with no login or sign-up required.
- Contact landlords by phone or email instantly. These properties are automatically added to the renter’s list of favorites with a time stamp to help keep track of when landlords were contacted.
“Renters shop differently from buyers and look at many homes quickly, in specific locations, in a short amount of time,” said Jeremy Wacksman, vice president of consumer marketing and mobile at Zillow. “The Zillow Rentals for Android App was created specifically to address their needs by organizing listings in an easily-accessible way and allowing them to shop for the right home on location, in the neighborhood where they want to live.”
This is Zillow’s 10th mobile app, adding to the most popular suite of mobile real estate apps with dedicated apps available on every major platform. Zillow’s early investment in mobile is fueling the company’s growth. In March, 155 million homes were viewed on Zillow mobile apps – that’s 57 homes per second.
Zillow Mobile’s full suite includes: Zillow on iPad®; Zillow iPhone® App; Zillow Mortgage Marketplace iPhone App; Zillow Android App; Zillow Mortgage Marketplace Android App; Zillow Android Tablet App; Zillow BlackBerry® App; Zillow Kindle® Fire App; Zillow Windows® Phone 7 App.
Zillow Rentals for Android App is free to download, and is available in the Google® Play store starting today:
Search for “Zillow” in the Google Play store, or find it in the Lifestyle category.
Zillow (NASDAQ: Z) is the leading real estate information marketplace, providing vital information about homes, real estate listings and mortgages through its website and mobile applications, enabling homeowners, buyers, sellers and renters to connect with real estate and mortgage professionals best suited to meet their needs. In March 2012, more than 32 million unique users visited Zillow’s websites and mobile applications. Zillow, Inc. operates Zillow.com®, Zillow Mortgage Marketplace, Zillow Mobile, Postlets® and Diverse Solutions. The company is headquartered in Seattle.
When you have evangelists for your product or service, you have the best possible kind of customer. Your evangelists are passionate, loyal, and thrilled to recommend you. They are communicators — when it matters. They are your public defenders when times are difficult. Evangelists are also forgiving. They assume your mistakes are honest. They believe you have their best interests at heart. Best of all, evangelists are hyper-repeat customers.
If you agree with the above then you’ll probably agree with the following. No matter what business you are in – large or small, product or service, public or private – you should be doing everything humanly possible to develop these kinds of customers.
With a critical mass of evangelists, you can succeed in unimaginable ways. Companies like Apple andAmazon are proof of this. Netflix also enjoys evangelists (Remember how evangelists are forgiving? If they weren’t, Netflix would be out of business). So, if you want to develop the kind of evangelists that stick by your side through thick and thin, here are three critical steps.
First, you must develop deep insights about your buyers. This is the single most important activity you can undertake to create powerful marketing. Start by conducting qualitative interviews with your customers, prospective customers, and even your competitions’ customers. You want to know what they think, what they want, and how they use your product or service.
This activity is so critical because your most effective messaging comes from your market. If you do this right, your will gather language that you know resonates strongly with your customers because it comes from your customers.
Sure, Steve Jobs famously said it’s not the customers’ job to know what they want. He could say that because he had an unparalleled instinct about what customers want. Everybody else — us included — needs to be talking to customers, asking them strategic questions to uncover the most effective messaging.
Amazon enjoys uncommon access to customers’ feedback via its consumer reviews. And Netflix certainly has received its share of customer feedback over the last year. To the company’s credit, it has actually listened when it abandoned its terrible idea of spinning off Qwikster. However, the company could have avoided every one of its mistakes over the past year by simply talking to its customers. That Netflix was surprised by the consumer outcry that followed its actions is nothing short of negligence. There is no excuse for not knowing exactly how customers will react to something you are about to do. To find out, all you have to do is ask.
Emotional Marketing Language
Once you have customer insights, you use them to develop simple, emotional, lifestyle-oriented marketing language. No matter what you do, you are in the life-improvement business. If your work is in the business-to-business space, your language must focus on how you improve the condition of your clients. Not technical specifications. Not features. Just simple, salient statements.
For example, you do not make Airplay wireless speakers, rather, you bring beautiful music into people’s homes and hearts without wires.
You are not a social media marketer. You make your clients’ dreams come true by dramatically increasing their sales.
You are not in the cloud business. You protect the precious, priceless memories of people’s lives.
This may sound like basic marketing 101, but take a look around. Is any technology company besides Apple and Amazon talking like this? Even public relations agencies and social media outlets, which are in the business of helping clients connect with customers in effective ways, tend to tout their process and technique.
Here’s the bottom line: most customers don’t care about the steps you take to improve their life. All they want know is how you’ll improve it. So, tell them!
Finally, you must communicate this effective messaging on the proper platforms. Here is a list of good ones and forgotten ones:
- 1. A long list of your customers. Names, addresses, phone numbers, email addresses.
- 2. A long list of your competitions’ customers. If you have good lists you can communicate directly with that market.
- 3. Powerful relationships with earned media resources: bloggers, writers, editors, producers, etc.
- 4. Social media.
- 5. Your product package. It’s generally an overlooked opportunity to communicate to potential customers how you can improve their lives.
- 6. Your product manual is generally useless. Product manuals should be filled with success stories: how various features and uses of your product or service has improved the lives of real people.
There are many more, but the above list is a good place to start. Once you develop evangelists, you must work hard to simply maintain them. In fact, you must continue to innovate your products and your marketing just to maintain your position of success. Need proof? Research in Motion used to have evangelists. So did Best Buy.
If you stop aggressively doing the things that made you successful, the world will pass you by in three seconds. It’s not difficult to create evangelists — you simply have to do the work that most businesses do not do: gather qualitative insights from your market; use simple, emotional language; and communicate it from the right platforms. Do that, and your competition will be an easy crowd to stand out among.
You Like me…you really Like me. Wait. Maybe you don’t really Like me after all. According to our Facebook engagement metrics, only 1% of you actually react when we post. So, to keep the numbers up, our team posts more often, asks questions, runs polls, curates content, introduces more and more contests, and asks for your help to submit your pics and videos as part of our “user-generated” content campaigns. We measure success by the Likes, comments, shares, the number of conversations, and reach. While the Likes are rising, we’re starting to recognize the pattern…I guess we never really defined why you should “Like” us beyond the initial click. We just took for granted that a Like equated to an opt-in.
This general scenario is more common than you may think. That’s all about to change however. Marketers must now rethink their Facebook strategy to define click paths and results. As Josh Constine recently reported, Facebook is now giving advertisers access to its API to improve post-click actions. In his post, Constine walks through a series of various scenarios for brands, developers and also local businesses to take advantage of the new Ads API. Here, we’ll talk more about how to start with strategy.
With the updated Ads API, advertisers must now think beyond the “Like.” Facebook’s Ads API will allow advertisers to present ads most likely to take specific post-click action such as content sharing, in-app purchases, Facebook Offers, among a list of other actions (see below). In the great pursuit of ROI, Facebook is also taking a lot of the guesswork out of ad campaign development and deployment to enhance desired performance. The new improvements give Facebook advertisers an unprecedented opportunity to connect with specific market segments based on intelligence to introduce more informed campaigns that trigger relevant clicks, conversions, and return.
What does “more informed” actually mean? Facebook is studying the behavior of its consumer population and as it does, it will provide deeper insights to brands seeking specific actions, such as those who are more likely to be a virtual good buyer, someone who actively shares content, who attends events, individuals who appreciate deals and offers. Over time, ads can be optimized for audiences based on this behavior as well. As such, brands must not only compete for attention and clicks, but also context and relevance based on behavior and preferences.
For brands and agencies, advertising based on keywords is no longer good enough. Now that you have a better shot at reaching the right people based on behavior, advertisers must now also become architects of experiences and outcomes.
Now advertisers can specifically optimize for…
1. People talking about this page
2. Page likes
3. Page post likes
4. Page post comments
5. Page post shares
6. @ mentions
8. Photo tags
9. Offers shared
10. Offers claimed
11. App installs
12. App used
13. Credit spend events (number of times someone uses credits in the app)
14. Credit spend amount (value of credits that were spent in the app)
15. Number of RSVPs
This is a click to action…
Designing campaigns now require brands and advertisers to think about the “click to action” they want to encourage. I refer to this as the A.R.T. of Engagement, where brands intentionally design campaigns to provoke relevant actions, reactions, and transactions. To take advantage of Facebook’s API, brands must now employ sophisticated advertising approaches that combine segment and contextual research, segment-specific strategies, app and channel development for each approach, UX, creative design, and real-time conversion metrics, review and optimization.
It’s more than Likes or forcing people through Like-gated apps or campaigns. Now it’s about performance and conversion science where…
1) Contextually relevant content appears in front of qualified and desirable audiences that…
2) Triggers a defined, useful action that…
3) Leads to optimized click paths that result in material content or activity, which then…
4) Motivates conversions to preferred outcomes and…
5) Delivers a more integrated, consistent, and efficient experience.
To engage more effectively through Facebook’s social advertising platform requires that all strategies and campaigns commence with a stated purpose. I believe that the best way to outline these scenarios is to begin with the end in mind and work backwards from there. By starting with the end in mind, the ability to research desired behavior and who to reach as a result becomes incredibly clear…and also inspiring.
The dimensions of engagement you’ll need to define are 1) what are you trying to accomplish, 2) what the experience looks/feels like, 3) what benefits you’ll offer and what they mean to the people you’re trying to reach, 4) the desirable outcomes you wish to measure, 5) How people feel as a result of the A.R.T. experiences you evoke, and 6) What the experience will look like in the most prominent channels of your connected customers.
This is why you’re now an architect of experiences and outcomes. It takes vision. It takes design. It takes measurement and optimization. The A.R.T. of Engagement is realized through a Social Experience Framework that starts with intentions and ends with resulting sentiment…not just the outcome.
There’s an old saying, “it’s not the gift that counts, it’s the thought behind it.” The same is true for social advertising, marketing and well, business overall. Intentions count for everything. Therefore your intentions must be realized as experiences where technology serves as the enabler to creatively and contextually engage to create experiences that meet or exceed expectations and ultimately inspire desirable outcomes.
A happy customer is a loyal customer. You probably already know that, but did you know that 89% of consumers who had a negative experience with a company switched to a competitor? What that means is you can’t afford to make any mistakes when you’re dealing with customers online.
Look at this section from a new Monetate infographic:
These numbers show that the online customer experience is supremely important when it comes to shopper loyalty and word of mouth. Customers are now looking for the same kind of service they expect from an offline store and I believe that’s a new thing.
During the dawn of the online shopping era, we didn’t expect top notch service. Online was a novelty. It allowed us to shop at 3 am while wearing our pajamas and for that we gave up the niceties like personalized service and a selection of quality merchandise. Think about it. Remember when an online store was nothing more than a grid with a tiny picture, a short description and a buy button? You know, back when Amazon was just a bookstore and the orders were getting filled by a couple of people working in Jeff Bezos’ garage.
At that time, our expectations were low but not anymore. Now, customers expect timely answers to questions, competitive pricing, fast shipping, and all the information they need to make a decision in one place. That’s the minimum. If you want to impress a customer, you have to go beyond that. You need to make the shopping process more personal.
How do you do that? Start by making sure everything works as it should. Then look at loyalty bonuses for repeat shoppers or for customer referrals. Find ways to personalize email messages. Talk to your customers and listen to what they have to say. Could be that your sales would climb 10% if you carried red widgets instead of green widgets and all you had to do was ask.
Customers shouldn’t have to sacrifice anything, except a little exercise, when they choose to shop online instead of offline. Don’t make the decision hard for them. Make the online experience so simple and enjoyable that they don’t even think about getting in the car. Online isn’t the red-headed stepchild anymore. Online should be leading the way.
WASHINGTON, DC - Optimism continues for the apartment industry, according to the latest results of the National Multi Housing Council (NMHC) Quarterly Survey of Apartment Market Conditions. The findings reflect a gradual recovery for the multifamily sector that faced a 50-year low in apartment starts in 2009.
The Q1 2012 survey’s four indexes measuring Market Tightness (74), Sales Volume (57), Equity Financing (62) and Debt Financing (65) remained above 50 for the eighth time in the past nine quarters. Any number above 50 indicates quarter-to-quarter growth.
“Market conditions improved across the board, even from the rather strong level of three months ago,” said NMHC Chief Economist Mark Obrinsky. “Demand for apartment residences – and apartment properties – continues to grow. We anticipate this increasing further in the coming years due in part to the large number of younger households moving into the housing market and a greater preference shown for renting.”
“The strength of the sector’s recovery has attracted capital to the industry,” said Obrinsky. “But our latest survey finds that capital is largely targeted at top-tier properties in core markets and not widely available throughout the U.S. Fully 79 percent of respondents said capital was constrained either by property type, by market or both.”
Key findings include:
Capital availability lacks uniformity. Only 17 percent of multifamily firms reported that capital is available for all property types in all markets. By contrast, 36 percent said it is constrained in secondary and tertiary markets and 34 percent said it is constrained for all properties other than top-tier ones – even in primary markets.
The Market Tightness Index increased to 74 from 60. Nearly half (49 percent) reported tighter markets – reflecting lower vacancy rates and/or higher rents – compared to only one percent reporting looser markets.
The Debt Financing Index declined to 65 from 74. As the only index that dropped below 50 in the past nine quarters (48 in Q4 2010), borrowing conditions continued to improve for the industry. Just four percent believed conditions worsened from last quarter, compared to 34 percent who reported improving conditions.
The Sales Volume Index rose to 57 from 50. This continues an 11-quarter run above 50, and some reports from the field suggest that volume could be even higher if more product was available.
The Equity Financing Index grew slightly to 62 from 60. One third of respondents reported quarter-to-quarter equity financing as more available, compared to nine percent reporting less availability.
Full survey data are available at the NMHC Website.
About the survey: The April 2012 Quarterly Survey of Apartment Market Conditions was conducted April 16-23, with 91 CEOs and other senior executives of apartment-related firms nationwide responding.
Based in Washington, DC, NMHC is a national association representing the interests of the larger and most prominent apartment firms in the U.S. NMHC’s members are the principal officers of firms engaged in all aspects of the apartment industry, including owners, developers, managers and financiers. One-third of Americans rent their housing, and over 14 percent live in a rental apartment.
Source: NMHC / #Apartments #Multifamily