small business marketing

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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Snapshot: Social Media Marketing Industry Report | Social Media Marketing

Snapshot: Social Media Marketing Industry Report | Social Media Marketing

Snapshot: Social Media Marketing Industry Report

April 13th, 2012 by 

For a lot of companies worldwide, moving their marketing to the social Web has got to be the most important decision they’ve made. Indeed it is, with all the benefits of leveraging on social media marketing tactics offering to make their businesses thrive online and get ahead of the competition. Because of this, more and more companies are getting onboard the online marketing train, learning the ropes, and finding the best ways to use the social Web’s real-time capabilities to achieve their goals.

An infographic published by VA Simple Services titled 2012 Social Media Marketing Industry Report: Key Findings, lists down a rundown of important facts. For starters, it says that spending more time on social media platforms helps brands understand the medium and, therefore, can easily provide insights which are essential in planning social media campaigns, and ensuring they are effectively targeting accomplishing their objectives.

And with the social Web’s real-time capabilities and varied features, it should not be much of a surprise that the brand’s business exposure online is the biggest benefit businesses are reaping from their social media uses.  Here, Facebook tops the list of most used social media sites, unsurprisingly followed by Twitter, LinkedIn, blogs and YouTube.

Snapshot: Social Media Marketing Industry Report | Social Media Marketing.

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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Building a Content Marketing Strategy

Building a Content Marketing Strategy

As mentioned in my previous article about the movement towards content marketing, traditional marketing is being over-taken by content driven strategies that focus on distribution through social media.  Advertising is not dead!  On the contrary, advertising is stronger than ever, if you merge the old with the new.  By combining traditional marketing, branding and advertising with content driven social programs, you are going to have exponential success through the combined efforts of you and your target audience.

Your content marketing strategy should be designed to expand on your traditional programs and develop relationships that will bring long term residual returns for all your advertising expenditures.

Here are some key steps to take when implementing your content marketing strategy.

Start with a set of goals – I always find the best way to implement any sales or marketing strategy is to first outline specific and measurable goals.  Don’t just say, “Increase sales.”  Your goals have to be well defined and measurable.  An example of a productive goal is, “Increase sales by 15% within 6 months.”  This goal is measurable and allows you to create accountability and benchmarks.  Other goals to consider are increase mentions on twitter by 50% or secure 10,000 Facebook fans or add 5,000 subscribers to our monthly newsletter.

Who is your target? – Once you have a goal, you must identify who your target audience is and how best to speak to them.  You aren’t going to grow your newsletter subscription rate if your target audience is 35-55 year old women by posting content about advances in fuel injection systems.  You have to know who you are speaking too and what interests them.  I try to place myself in the shoes of my customers or prospects and ask myself, what would interest me and keep my attention.

What are you trying to say? – Content marketing is no different than traditional marketing in that you have to have a message to deliver.  What is it that you want to convey to your audience, what differentiates your brand or product, how are you better than your competition and how do you translate these attributes to a language that will be received by your target audience?

Decide on a strategy – Content marketing typically is broken into three strategies:  long-form, short-form and social conversations.  Long-form includes blog posts, articles and press releases. Short-form is typically Twitter, Facebook and LinkedIn updates and graphics. Social conversations might include participating in and driving conversations by link sharing, video and blog commenting and forum discussions.  You may decide to only use one or all three.  All can be effective on their own and when used together.

Gotta have a plan – First you plan the work, then you work the plan.  Your plan should include a calendar that works backwards from your goal date, include benchmarks along the way and include specific strategies, tactics, calls to action and responsibilities.  This process can be a major project, but you will be glad you invested the time at the beginning, as it makes execution so much easier.

Build your content – You will be building content throughout the entirety of your project, but by creating about 20% of your content pre-launch, it allows you to both refine your message before it is seen and give you a cushion if you should fall behind during your campaign.  Your content should be unique and different and speak to your audience incorporating your key message.

Grow a relationship – Remember you are not selling or closing, you are building the awareness of your company and product or service through engagement with your prospects and customers on terms that they prefer and desire.  If you do this right, they will buy from you because they trust you and know you.

Remember, content marketing isn’t only about what you have to say.  At least 70% of what you share should be curated (not your own) and specific to the needs and wants of your target audience.  Remember you are building a relationship…it is all about them!

Share your message – It is time to get your words out there.  Build a machine that includes relevant key words to your product or service and attach them to your message.  Make sure you are using these key words in your tags and imbedding them into your blogs posts.  SEO can play a huge part in getting your message found and increasing subscribers and followers.  Don’t forget about Twitter, Facebook and social bookmarking sites like Digg and StumbleUpon.  Don’t wait for your customers to spread the word, everyone on your marketing team needs to like, plus, retweet and repost your content.

Review and refine – Don’t wait until the end of your campaign to see if it worked.  You need to measure everything and watch the benchmarks you have established.  You should also be able to see what is working the best and what didn’t.  Do more of what works and refine what didn’t.  If you can’t get it to work, try something else.  I have been shocked more than once at what blew up and went viral and what was completely ignored.  Learn from your successes and failures along the way and refine your campaign to ensure you hit your goals and exceed them.

Just remember, Rome wasn’t built in a day, you can’t go from 1 to 1 million followers with getting to 2 and every success is preceded by a thousand failures.

About Resident Places

Resident Places is a zero cost amenity to residential and mixed use properties where residents receive valuable money saving offers from local businesses through a co-branded coupon portal.  These neighborhood deals are made available without any sales activity by leasing staffs or IT teams.  Every deal printed through the co-branded portal will include the name of the property and is shareable via social media networks like Facebook, Google Plus and Twitter, which expands the reach and audience of the community’s brand to their residents, prospects and area businesses.  For business owners, our unique offering gives access into a typically difficult advertising market – multifamily communities, with a low cost, high tech solution.

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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