Resident Communication

Resident Places Launches Facebook Coupon Reveal Tab for Apartments

Resident Places Launches Facebook Coupon Reveal Tab for Apartments

For Immediate Release

Resident Places Launches Facebook Coupon Reveal Tab for Apartments

Philadelphia, PA January 9, 2013Resident Places has expanded its local coupon amenity program.  We now offer participating communities a reveal tab for their community Facebook pages loaded with co-branded local coupons that can be printed and shared by their residents and prospects.

Resident Places (www.residentplaces.com) is pleased to announce the launching of our new Reveal Tab for Facebook that allows participating apartment communities to place hyper-local coupons on their Facebook page for their residents and prospects.  The coupons are easily printed and shared directly for the social site of each individual community. 

CLICK HERE to visit a sample Reveal Tab on Facebook

The Resident Places Coupon Reveal Tab will support the social activities of apartment communities by providing them with valued content that will generate more likes, more shares, referrals and recommendations, and increase visit frequency by their residents and prospects.

Resident Places President TJ Goulet stated, “We are very excited about the prospect of supporting our client’s endeavors to build a robust and active social network with their residents.”  Goulet went on to say, “Coupons have both real and perceived value to residents and the cobranded printed coupon increases our client’s reach into their local neighborhoods.  Resident Places is a win for residents, for local businesses and, most importantly, a win for the participating apartment communities.”

Coupons, deals and giveaways have the highest response rates and share rates on Facebook.  An Exact Target Survey showed that the top two reasons Facebook users like a fan pages was to get discounts (40%) and freebies (36%).  Wildfire Interactive reported that coupons had a 49% response rate and a 34% share rate among 10,000 Facebook campaigns surveyed.

Increasing Facebook “Likes” improves brand loyalty and referrals according to a survey by Syncapse.com.  They surveyed 4,000 Facebook users for 20 top brands and found that Facebook Fans are 28% more likely to stick with a brand and 41% more likely to recommend a brand than non-fans.

About Resident Places

Resident Places is an amenity program for residential and mixed use properties that delivers property branded, hyper-local coupons.  These neighborhood deals enhance current resident retention initiatives, while augmenting community outreach to local businesses.   Every coupon printed through the property specific co-branded portal includes the name of the property and are shareable via social networks like Facebook and Twitter.  The Resident Places call center handles all sales and service activities related to the coupons and target businesses that are in close proximity to each property ensuring that they represent the businesses most desired and used by residents.

Property Managers interested in offering Resident Places to their residents should contact Rob Remus at (484) 474-0590 or by email at rremus@residentplaces.com.  Learn more at Property.residentplaces.com.

 

 

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5 Ways to Increase Your Facebook Engagement | Social Media Examiner

5 Ways to Increase Your Facebook Engagement | Social Media Examiner

5 Ways to Increase Your Facebook Engagement | Social Media Examiner.

Looking to increase your Facebook page engagement?

Wondering why some pages have very high engagement and others nearly none?

In this post I’ll share five tips you can put to work right away.

About Facebook Engagement

What is it that makes some Facebook fan pages wildly successful with constant high engagement rates where the fans and their friends eat up the content like there’s no tomorrow… while other pages sit there dormant with hardly any activity, yet they produce great content, too?

Making Facebook work for your business can often take a bit of trial and error… and time.

You need to have patience and be willing to invest your own time and/or invest in a team to help you. You might refer to my post Facebook 101 for Business: Your Complete Guide and scroll to the section on Recommended Six-step Approach to Building Your Facebook Page for a refresher.

Though Facebook has introduced a plethora of changes since I wrote that post, the six-step approach remains valid.

In order to create success on Facebook, you need to have a clear objective and great design, plus:

  • Solid content strategy (what you’re going to post on your page)
  • Promotion strategy (how you’re going to continually increase your fan base)
  • Engagement strategy (how you’ll respond to fans and build community)
  • Conversion strategy (how you’ll turn your fans into customers)

In this post, I’ll explore five factors that contribute to exceptional engagement and measurable results!

#1: Launch Creative Incentives

From time to time, keep your fans engaged with fun promotions. That mayinclude contestsoffers, games, vouchers, codes and more.

Arby’s recently rolled out a clever campaign to celebrate its 48th anniversary. The company added a nifty retro-style coupon as a Milestone way back in the year 1964 (the year the company was founded) on its Facebook Timeline page.

Visitors to Arby’s Facebook page were encouraged to click on the beginning of its Timeline to get a coupon for a Classic Roast Beef sandwich at the 1960s price of $0.64.

Coupons could only be redeemed on July 23, the company’s anniversary date.

The post announcing that the coupon was coming got over 2,600 shares and the poston July 23 got over 3,000 shares. Both posts received thousands of likes and hundreds of comments.

arby's facebook fan page post

Arby’s Facebook fan page post.

This was a wonderful opportunity for Arby’s fans to play a ‘treasure hunt’ game of sorts, and clearly yielded significant engagement.

Jo Ann Herold, VP of communications and public relations at Arby’s Restaurant Group, said,

“One of our goals for this promotion was to increase engagement and entice sharing, so we wanted everyone to explore our Timeline and have access to the coupon.”

The promotion was also featured on Instagram and Twitter, both directing people to Arby’s Facebook page.

Simple campaign, yes? What can you take away from this idea?

It’s perfectly within Facebook’s Terms of Use to do a giveaway on your fan page. The rule of thumb is does everyone get one? If the answer is yes, you’re good to go—that’s a giveaway. If the answer is no because you’re drawing select winners, then that’s a promotion where you must adhere to Facebook’s Promotions guidelines and use an app to administer the contest/sweepstakes. More on that here.

#2: Post Highly Shareable Content

You might be familiar with the expression “Facebook candy.” This is the type ofcontent that Facebook users get very excited about and immediately want to share with all of their friends.

Your own Facebook news feed is likely peppered with such candy!

This is almost always an image, which tends to get a higher EdgeRank (more news feed visibility). And often, the images contain inspirational or motivational quotes along with an eye-catching photo.

morning coach post

Popular fan page post by MorningCoach.com.

My friend JB Glossinger does a great job of posting consistent shareable content. The interesting thing is JB frequently shares what I call “OPC”—other people’s content.

And, JB’s team engages well with his community (see below).

JB has a daily podcast and has grown his subscribers considerably through his highly engaging Facebook page.

For more on this topic, see this post: 7 Ways to Craft Your Facebook Posts for Maximum Shares.

I’ve compiled a Facebook Interest List, Facebook Candy to Inspire, featuring 83 fun sources of content to share. (Let me know in the comments below if you have any fan pages to suggest for this list!)

Could your content use a bit of a boost? How many images do you post vs. links? The latter does tend to get much more visibility!

#3: Build a Tight Community

Some Facebook pages just seem to have a knack for building a real community—onewhere visitors and fans often engage with one another and there is much peer support.

Plus, you can feel the page owners’ presence. They don’t just use their Facebook page as a one-way broadcast channel.

Bridal Hotspot page owner Sylvana Spiby stated on this post that she can’t remember the last time her engagement rate (ER) was lower than 100%.

Now that’s saying something! Given that the average ER for most brands and businesses is a mere 2%!

bridal hotspot comment

Bridal Hotspot fan page owner Sylvana Spiby’s comment about her ER.

To calculate your own engagement—or that of any fan page—here’s the formula:

(PTAT / Likes)*100, where PTAT is “people talking about this.”

This is the most common and quick way to calculate ER.

The screenshot below shows an example of an ER over 100%. This is Modern Parent‘s fan page:

modern parent fan page

Modern Parent fan page, an example of ER over 100% (135.5%).

However, there’s also per-post engagement rate which is:

(Likes + Comments + Shares on a given day) / # of wall posts made by page on a given day / Total fans on a given day)*100

On Bridal Hotspot’s fan page, Sylvana responds to ALL posts by others, always has a warm and personal style and often uses people’s first names. Plus, something else that stood out for me: she encourages others to share their own content… even if he/she could potentially be a competitor!

bridal hotspot fan question

Bridal Hotspot fan page question requesting permission to share.

bridal hotspot fan post

Here’s an example of a fan posting on Bridal Hotspot’s page. Notice their engagement.

Do you have an active community on Facebook? Are you or someone on your team consistently responding to fans’ posts and comments?

#4: Have a Quirky Brand

Have you seen the Dollar Shave Club‘s comic marketing video featuring CEO Michael Dubin’s dry humor? It’s exceptionally well done and currently has well over 5.5 Million views on YouTube!

The Dollar Shave Club is an innovative concept where members pay a small monthly fee to receive razors by mail. That’s it—super-simple and highly successful!

The company culture is clearly fun, quirky and creative, and this spills over onto the company’s Facebook page, too. Although DSC doesn’t post that often on its fan page, the fans post regularly… and they frequently get a personal response by DSC admins.

dollar shave club facebook page fan post

Example fan post and engagement by Dollar Shave Club on its fan page.

The company involves fans with giveaways such as flasks, t-shirts and “handsome-ass bottlekeys!” Fans can participate via Twitter and DSC’s blog, too.

Along with a hilarious marketing video and quirky brand, this company clearly filled a niche that people didn’t know they needed, and as such the company has built a cult-like following.

Even though he doesn’t shave often, Sir Richard Branson was so impressed he felt compelled to blog about this fun company! See also this writeup on Inc.com. (I first discovered the DSC in an article in the July 2012 Inc. Magazine.)

How can you add humor and maybe a wee bit more quirkiness to your brandand Facebook engagement? People LOVE to be entertained!

And, when you mix entertainment and education, you get edutainment. Social Media Examiner’s own community manager, Andrea Vahl, has an alter ego as a fun social media edutatiner, Grandma Mary.

#5: Be a Beloved Personality

Last, but by no means least, is the inimitable George Takei. He’s really in a league of his own on Facebook!

George is a widely recognized actor, starring in some 40+ feature films and hundreds of television shows. But, he is probably best known for his portrayal of Mr. Sulu in the acclaimed television and film series, Star Trek.

On Facebook, George seems to have an incredible knack for posting extremely viral content—his fans just can’t wait to share the next nugget of wit.

At any given time, George frequently has an engagement rate GREATER than 100%. At the time of writing this post, per the screenshot below, the ER is 135%. (Remember, the average is just 2%.)

george takei facebook

George Takei’s popular Facebook page with high engagement rate.

Almost all of George’s posts are fun and quirky Facebook candy. Notice that the majority of his posts are photos and he typically posts a very short (humorous) narrative, both factors in getting higher news feed visibility and engagement rates.

What we can learn from George and the way he’s built his Facebook community is that he is extremely consistent. He posts around 3-5 times per day, every day. And, in terms of driving his fans to action, George does get the word out about the upcoming musical Allegiance, in which he stars (and was inspired by his family’s experience).

Nonetheless, aside from being a celeb, you can definitely take away from factor #5 how it’s important to give your fans plenty of excellent content on a regular basis that they just love.

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Resident Places Expansion Surpasses 16,000 Households

Resident Places Expansion Surpasses 16,000 Households

For Immediate Release

Resident Places Expansion Surpasses 16,000 Households

Philadelphia, PA August 8, 2012 – Resident Places announces the expansion of their coupon amenity offering to 66 Philadelphia apartment communities reaching over 16,000 households.

“We are excited at the early success of our coupon amenity program at our initial 17 properties and are excited to extend our reach to over 16,000 Philadelphia households,” states TJ Goulet, President of Resident Places.  Goulet also states, “The response from local businesses has been incredible.  They immediately see the benefits of partnering directly with the apartment communities through the Coupon Reward Sites.  We have seen all kinds of businesses participate.  Everything from pizza shops to fine dining restaurants, fitness center, dog walkers, local retail stores, auto repair shops and beauty salons – All offering discounts and coupons exclusively for the residents of our participating apartment communities.”

Resident Places plans to continue their expansion by adding additional communities in Philadelphia and expanding into neighboring metropolitan areas like Baltimore MD, Washington DC & Boston MA.

About Resident Places

Resident Places is an amenity program for residential and mixed use properties that delivers property branded, hyper-local coupons.  These neighborhood deals enhance current resident retention initiatives, while augmenting community outreach to local businesses.   Every coupon printed through the property specific co-branded portal includes the name of the property and are shareable via social networks like Facebook and Twitter.  The Resident Places call center handles all sales and service activities related to the coupons and target businesses that are in close proximity to each property ensuring that they represent the businesses most desired and used by residents.  Learn more by visiting Residentplaces.com.

Property Managers interested in offering Resident Places should contact Rob Remus at (484) 474-0590.

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12 Essential Tools for the Content Marketer

12 Essential Tools for the Content Marketer

One of the questions marketers get asked most often starts like this. “I think I get content marketing, but what kind of content works best?” The short answer is that there are at least twelve types of content you can utilize as part of any content marketing plan.

In this case, the focus is on content that can extend your brand’s reach, beyond your website or blog. There’s no single type that works best for all companies. In fact, diversification and having a portfolio of content you can pull from is key. Here are the twelve types of content to focus on, and how they can be used.


1. Video and Motion Graphics


Yes, video belongs in your content plan, but not for the reasons you think. Don’t create a video with the intent that it will “go viral.” Instead, recommend to your clients that they use video to create awareness. No other medium engenders emotion the way video does.

Consider the video above — it’s motion graphics — from a Palo Alto-based startup called WealthFront. Here the company’s objective was to attract a world-class designer to its team. This video did not go viral but it did get seen by almost everyone in the target market — designers in the Bay Area.


2. Webinars


Tired of webinars? Everyone is. Still, our company recently fielded a webinar that had 1,500 people sign up to learn more about grammar. That’s right. Grammar. This webinar wasn’t the usual talking heads. Instead, it was Scott Abel (who blogs as The Content Wrangler) and Val Swisher (CEO of Content Rules) with the Grammar Girl herself, Mignon Fogarty.

 

The lesson is to make the webinar appealing by focusing on the types of problems your prospects are facing that your product or service can solve. Don’t go it alone. Instead, reach out to your favorite blogger or pundit and ask them to act as the MC, with your brand acting as the sponsor. And remember, no one ever bought anything because you bored them to death.


3. Infographics


Infographics are, well, graphics. If you make yours compelling, it will get picked up and showcased on sites like Cool Infographics or Good. This sounds great until you realize that everyone is sharing links that reference back to a site that is not yours.

 

This is why you should always post your infographic with embed code. Don’t know how to create embed code? Here’s a blog post that can help.


4. Q&As


This is content that goes up on a Q&A site like Quora or the answers section of LinkedIn. The content here isn’t very sexy, and it may not be all that findable in a search engine like Google. Still, we like this type of content a lot, mostly because we know that people who post questions here tend be further along in the buying process.

 

When answering questions make sure you actually post an answer to the question. People get irritated when you try to sell them on “your stuff” prematurely. So don’t. Be helpful, pay it forward, and make it apparent where your product or solution addresses their needs. Got a great example of a dialogue that worked for you and one that backfired? Share it.


5. Case Studies


You are going to need multiple case studies, sometimes called success stories. Ideally, you’ll serve up these case studies in a way that allows your potential customer to see or experience their problem being solved through your product or service. Case studies can be content you position in the media or on your own website.

 

Focus on making the case studies easy to find based on the problems your buyer is likely to face. If finding them proves difficult for a potential customer, then it can be a waste of time for both parties. Consider this case study on “best design” from Sun Power. This is one of four case studies. Presumably each case study was designed to speak to a specific benefit. But when we did a search on “best design solar panel” or “best designed solar panel” Sun Power did not show up on page one of the search results. Studies show that 60 to 70% of buyers aren’t going to get any farther than page one. This is a lost opportunity.

Case studies work throughout the buying process but especially during the early stages when the buyer is still trying to define their problem and the products and solutions that can solve them. Make search engine optimization a priority when it comes to case studies.


6. E-books | White Papers


White papers, now known as the more visual e-book, can make sense both early and late in the customer buying cycle. Early on, the buyer is looking to get educated about the category and how your product or service can solve their problem. Later the buyer is comparing your product or service to others on his or her short list. Either way, it makes sense to make a related e-book available only after your prospect has filled out some kind of form on your site.

 


7. Podcasts


Podcasts are relatively easy to create and are easy for people to watch or listen to on iTunes. When creating a podcast, target buyers later in the buying process who are eager to go in-depth on your product or service. Podcasts are particularly good at delivering the back story of your product or service. The one above is an example from Etsy called Handmade Portraits.

 


8. Reviews


The best reviews are objective and come from people who are seen as either similar to the buyer, someone who has expertise that the buyer values, or someone the buyer trusts. Think Walter Mitty (the favorite everyman), Walter Kohn (the Nobel-winning chemist), or Walter Mossberg ( a reporter at The Wall Street Journal).

If you can’t get reviews from one or more of the “Walters” then go for “wisdom of crowds” approach. Get a lot of reviews, and try to make most of them positive.

Reviews can also be used on your own site. For example, place excerpts from the best reviews on landing pages because testing shows that this placement lifts response by as much as a full percentage point.

If you have a longer review, such as an analyst report, handle it the same way you’d handle an e-book or white paper. Put the review behind a form and make the download something you can leverage to generate leads.


9. Presentations


Business-to-business buyers and consumers who are making a considered purchase will troll the web looking for information to aid them in the buying process. Presentations help buyers get the right information about your products and services.

We typically recommend that you set up a channel on Slideshare to house the presentations you are doing at trade shows and other industry events. By doing this, you are leveraging the Slideshare community, which at 60 million uniques, will drive additional traffic to your website. Slideshare does a great job of optimizing the content it houses for organic search.


10. Apps & Tools


Apps and tools are often used early in the buying process when the buyer is not yet aware they have a problem. A great example of this can be found at WealthFront. The WealthFront tool is for people working at startup companies who have just gone public and need to diversify out of their company’s stock. The idea is to bring people to the tool so as to acquaint them with the need to diversify out of their own company’s stock.

Notice how WealthFront is pretty low-key when presenting its service as the solution to the buyer’s problem. This is intentional. If you are too commercial at this stage of your relationship with the prospect you risk turning them off.


11. Curated Content


When you think curated content you probably think sites like Pinterest. While curated content could fit almost anywhere in the buying process, a site like Pinterest specifically works well early on to create awareness. This is especially true for products or services with a visual component and with a strong appeal to Pinterest’s primarily female demographic.

 

12. Email Newsletters


Does anyone read email newsletters anymore? Is this still a valid form of content? Yes and yes. Email newsletters can be very good at generating more leads, but there are some rules. Do email regularly, so as to develop your readership. The minimum frequency should be once a month. That’s how you keep most customers and prospects interested and aware of your presence. Also, make sure your design your newsletter so it is easy to skim with click-through links that direct people back to long-form content on your website.

A newsletter works to keep you top of mind with prospects and existing customers throughout the buying cycle and even afterwards. That’ when you want to turn customers into advocates and evangelists for your brand. To measure results, you are going to need some kind of analytics software.

via 12 Essential Tools for the Content Marketer

About the Author: TJ Goulet (58 Posts)

TJ Goulet has been a leader in sales and marketing for almost 20 years. His background includes both entrepreneurial endeavors and nationally recognized achievement with a Fortune 500 Company. He entered the local search and coupon industry in 2005, when he launched his first directory and coupon portal. TJ's expertise is in utilizing current technologies and marketing platforms to increase sales productivity across a broad range of products and services.


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Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC]

Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC]

More than 66% of adults are connected to one or more social media platforms, but who exactly are these people?

The infographic below, created by Online MBA, breaks down the demographics, including education level, income, age and gender of social media users, along with other miscellaneous facts.

Some sites’ users are more demographically alike than others. One thing is the same for most social sites — college students, or those who have completed some college, represent the majority on social media sites like Facebook, Twitter, Pinterest, Digg and Reddit. Among Facebook users, 57% have completed some college, and 24% have earned a bachelor’s or master’s degree. Although, people 45 and older make up 46% of Facebook users.

Social media sites are also seeing a gender split — women use social media more than men. More women are on Facebook and Twitter. About 57% of Facebook and 59% of Twitter users are women.

Women gravitate toward Pinterest and young, techie men hang out on Google+. Pinterest has the heaviest gender imbalance — 82% of users are women, who pin crafts, gift ideas, hobbies, interior design and fashion. On the other spectrum, Google+ is dominated by men (71%) and early adopters, engineers and developers. About 50% of Google+ users are 24 or younger.

LinkedIn reports an even ratio of men and women — 49% over age 45 — who use the site to connect with other business professionals.

Most people use social media to stay in touch with friends and family, and more are doing so while on the go. About 200 million Facebook users check their Timelines from their mobile devices every day.

Check out the infographic below to see all the statistics.


Infographic courtesy of Online MBA.
Image courtesy of iStockphotoRapidEye.

 

Social Demographics: Who’s Using Today’s Biggest Networks [INFOGRAPHIC].

 

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