Harness the Power of Our Social World

HARNESS THE POWER OF BY EMILY YOST

OUR SOCIAL WORLD

The days of traditional marketing are disappearing, and how we respond to this new digital world will define our future as an industry. Let’s look at some stats compiled from various sources by the Chief Marketing Officer Council:

Digital advertising, video games and broadband will continue to be the fastest-growing segments over the next five years, with projected compound annual increases of 12.7 percent, 8.1 percent, and 7.8 percent, respectively, to 2019. 69 percent of senior marketers are currently allocating their digital marketing funds to website content, development and performance optimization; 53 percent are spending part of their budget on social media community growth and engagement. 30 percent of marketers said that social media is a lot easier to measure than traditional media (rating it at least an 8 on a 10-point scale), almost four times the proportion responding that way three years ago (8 percent). Agencies are in agreement, with 28 percent saying social is a lot easier to measure than traditional. Indeed, when asked which characteristic of digital marketing prompted their shift, the most common reason cited by respondents was increased measurability and accountability (20 percent). Worldwide social network ad spending reached $16.1 billion in 2014, a 45.3 percent increase from 2013 that pushed social’s share of overall digital ad investment to 11.5 percent. Combined social network ad dollars from North America, Western Europe and Asia-Pacific represented 93.7 percent of global expenditure. Two-thirds of revenue growth from consumers and advertising will be digital. Of the US $241 billion growth in total entertainment and media consumer and advertising revenue from 2013 to 2018, US $157 billion will come from digital sources. Meanwhile, traditional channels, such as newspaper and directory advertising, will become more irrelevant. Television will grow but only slightly, with PwC predicting a 4.9 percent cumulative annual growth rate. Continued on page 56s

Harness the Power of Our Social World

Continued from page 55

Many of the communities we serve haven’t come on board with the digital age. In many cases, we’re still struggling to gain email addresses! But to ignore what is happening in the world around us would be a disastrous mistake. Take Kodak’s response to digital film capabilities or the plethora of retailers who baulked at the thought that online retailers would take over brick and mortar stores. Or, how about books we used to check out at our public library or purchase at our local book retailer now being replaced by digital books found on our smart phones? We must recognize that our industry is not immune to the digital changes coming to us.

Our communities will come up with new ways to communicate digitally with or without us. To not be the drivers of those channels would mean that we are out of the loop of what our homeowners are talking about – the areas where we can offer better assistance and ensure that the lines of communication are always open and positive.

So what are we to do with this information? Simple, use it to our advantage and get in the game. • Develop a presence across social platforms (primarily

Facebook, LinkedIn, Twitter and Instagram) and use it to showcase company wins, client testimonials and ways you are impacting the communities you serve. • Designate at least one person within your company to act as the “social media liaison.” This person spends a maximum of one hour per day checking all platforms for posts, answers potential new customer inquiries and shares a new message or blog posting further building the “trust” that you are the industry expert.

• Speak with your communities about developing their own private Facebook group that you moderate. These private chat rooms provide the perfect environment for your homeowners to share ideas, foster relationships and voice opinions, all while protecting your reputation externally and providing you with alerts when someone has posted in the group. • Don’t discount video! Whether you use live feeds through

Facebook and Periscope or videos you post to YouTube, share with your fans and followers who you are. Perhaps you want to show them a property that you manage and how you are working with industry experts to avoid long-term issues for that property. Or, even more exciting, provide a sneak peek into your office life by sharing a moment or two from a company party recognizing managers for a job well done. • Visuals are vital! Sharing a post is one thing, but telling the story through an infographic or photo is another! Your job on social media is to engage your audience – cause something to stir within them that moves them to like, comment and, most importantly, to share the post! This means that their audiences will see your content and have access to know it came from you!

The digital world is vast and expansive with thousands upon thousands of articles circulating on a given topic. Don’t let it all overwhelm you. Just like starting an exercise routine, you just want to get started. Once you are moving within the digital world, you find new nuggets to introduce and ways to engage your audience.

Emily Yost is the Marketing Director for MPS Financial in Rancho Santa Margarita.

maintaining high standards

New Individual Manager & Management Business Members

CACM members further their success in the industry and benefit by partnering with colleagues to share new ideas and best practices. Please join us in welcoming these new members from the second and third quarters of 2016!

Individual Manager Members

Kim Adolf Yahya Afenir Tracy Aguilar, CCAM Jamie Almaraz Juan Alvarado Ryan Anaya Kiana Anderson Kelli Armonas Yvonne Avila Jessica Azzarano Alessandra Barzaghi Amanda Bates John Beaman Lila Beck Kristi Blew Russell Bond Jennifer Bucedi, CCAM Rob Buffington Samuel Bussey Jessica Buurma Linda Callahan Thomas Campbell Ciara Carlson Helen Castro Angelica Chacana Jyotika Chand Ethan Chang Charles Chang Teresa Chavier James Cigler Darryl Clark Trisha Conte Jeff Couwenhoven Shannon Curtis Ryan Darby Laura Davila Renee DelCasale Tyler Delgado Alejandra Dominguez Derek Edwards Anabel Estrada Gary Fessenden Gina Fowler Michelle Gage-Kelley Gregory Gamboa Carolyn Gardner Adam Garibaldi Tiffany Girard Kyreen Gonzalez Giuliana Grana Lee Gray Karen Guzman Aleya Hamid Kara Hanley Kaycee Hartell Hugo Herrera Nathan Hilbig Aletha Hill Danielle Hoff Frank Howe Erica Hughes Stephanie Hughes Jennifer Huntsman, CCAM Lee Jeffrey Johnathan Kaufman Matthew Kennedy Kelly Kozicki Ryan Lancaster Vanessa Langevin Eric Lemke Jorie Lian Heidi Lizarbe Sonya Llanas Lisa Lomeli Michelle Loy Jessica Lusca Evelyn Mabery Robin Marquez Jeanette Martinez Ian McDonald Ronni McNair Janelle Medders, CCAM Jessica Melvin Rebecca Miller Elsa Monroy Michael Montero, CCAM Warren Moodie Maria Moreno Jill Morgan Rebecca Moy Francisco Nunez Sandra Osiadacz Jimmy Palmer Lisa Pamphilon Michele Payan-Nagy Valerie Pedro Eloy Pelesauma Terri Perozzi Jeff Petersen Lydia Pfannkuche Shawn Pinkney Sherry Rafaei Yuliana Ramirez Bina Ramirez Tom Ricks Mishell Riedl Andrea Riper Megan Rodman Pat Rogers Christal Rogers Prince Rubio Christa Schenk Louis Scheuer Dorene Schiavone Candace Shannon Naudia Sharp, CCAM Aida Sharp-Rose Wyatt Shaw Lisa Shepherd Nathan Sontag, CCAM Katherine Sorensen Katelyn Stefani, CCAM Brandon Stein Daniel Stevens Mikala Stevens, CCAM Kare Thoresen Lesa Toler, CCAM Vivian Torelli Jenny Torres Jessica Torres Robert Townsend III Lesley Tubby, CCAM Nicole Vanwig James Watson Mikki Williams Andrew Wishard, CCAM Crystal Wood, CCAM Julie Woodruff Desiree Wright Salle Yerumyan Katie Zachariades Jim Zimmerman Onna Zinn

Business Plus Members De Camara Management, Inc.

Aptos | (831) 688-0500 www.decamarahoa.com

PropertyADVANTAGE

San Diego | (760) 585-1743 www.propertyadvantage.com

Business Members 631 Folsom OA BLU

San Francisco | (415) 243-0448 www.bluhoa.org

Boschken Properties

Davis | (530) 757-3640 www.boschkenproperties.com

The Cooper Company

Modesto | (209) 575-0553 www.thecooperco.com

MRoland Management Services, LLC

San Diego | (619) 578-2916, ext.101 www.mrolandsd.com

Are You a ProPlus Member?

If not, it’s time to upgrade. Becoming a ProPlus Manager member starts you on a path to career success plus provides big savings! Upgrade your manager membership to ProPlus today and get the rest of 2016 for free! Plus receive: • One complimentary 2017 Law Seminar & Expo attendance – Save up to $479 • One complimentary registration to 2017 Holiday Reception – Save up to $80 • Additional 10% discount on Specialty and MCAM Courses – Save up to $200 • Invitation to Executive Leadership Summit and More

Upgrade Today and Save!

ProPlus membership is just $635 per year. If you are a manager creating a career path plan, you can’t afford not to upgrade.

Contact membership@cacm.org for more details.