Social Media Trends for Real Estate in 2017

Over the past few years, social media marketing has been one of the key marketing strategies for leading real estate developers to reach out to their potential buyers. For some developers, over 1/3rd of their sales comes from the digital medium. Advertising your property on social media platforms is a guaranteed way to showcase your property to the real estate investors and increase the possibility of a sale. However, just posting images of your next upcoming project may not be captivating enough. Here are some new trends that real estate developers can leverage upon.

360 Degree Videos & Photos

What if you could give your potential home buyers the luxury of a walkthrough of their new apartment without them leaving their homes? Sounds too good to be true? The latest trend of 360 videos will let you do just that. It is an excellent way to connect with your target audience and show them home buyer what is in store for them if they buy your apartment or villa.

While virtual reality is making an entry in the marketing scene, it is not mainstream yet because of the cost of the VR gears. However, if you are looking for an engaging video, then a 360-degree video is a good starting point. These videos can be created through low-cost tools as well. 

This trend is highly beneficial for real estate for developers to showcase their upcoming projects. Apart from the 360 videos, developers can also use 360-degree photos to showcase an immersive 360-degree experience. Both the 360 video and photo produce more engagement and message retention than regular videos or photos.

Casa Grande, one of India’s leading real estate developers, have used this marketing strategy to connect with their potential customers. For the launch of one of their projects in ECR, Chennai, they used 360 videos to exhibit to the potential clients what is in store for the project.

360 videos to showcase your brand

Growing importance of interactive ads

With organic reach on Facebook almost dead, brands are using focused advertising to reach their potential audience on Social Media. While the regular lead generation and website conversion ads are a great way to reach your target audience, it is also important to engage with the potential audience to understand them to improve the quality of your leads. A good way to do this is by using interactive ads. Interactive ads are the next generation of ads, which has taken social media marketing by storm. These ads increase the engagement by interacting with potential customers. A typical example of an interactive ad are the Facebook live polls hosted by companies to produce user-generated data to study what the customers are interested in buying. For example, a real estate developer can put up a poll on Facebook to check if their clients prefer sea-facing apartments or pool-facing apartments. This will give them a rough insight of what their customers want and can even use this data in pricing their property.

If you are looking at the next level of interactive advertising, try out M-Canvas ads, a mobile-only advertising service with very interactive and engaging ad formats. They are unlike any other format available on social media. They are highly interactive and uses a mix of images, video, and carousel to create a memorable and stunning visual experience on mobile. Moreover, these ads allow you to interact within the publisher i.e while you are reading your news article on the same page you can interact with the ad, rather than going to a different page. Once you click, the ads expand and give your further information and ensure the viewer interacts with the ad to take the next steps.

It is one of the best ways to showcase real estate products. For example, if your end goal is for your customer to enquire about the project, you can show a sneak preview of the project’s interiors with Call to Action that prompts viewers to take the next step. An audience who’s interested enough to swipe all the way through your ad is likely willing to click through to your website and make the enquiry. These canvas ads are a new concept that is catching up, and we see it as a trend that is here to stay.

Micro-Targeting

Micro-targeting is a marketing strategy of using consumer data and demographics to identify the interests of specific individuals and then influence their action of making a purchase. If a property is for sale on OMR in Chennai or in Whitefield in Bangalore or BKC in Mumbai, with three bedrooms, three baths and is close to the IT corridor, then it is most likely to be bought by a working professional in his 30s with a family of two kids. With the help of micro-targeting, real estate developers can reach out to their target audience by specifying the demographics and the geography of the potential customer on Facebook. You can even target users around the world whose hometown matches the city where the project is. Hence, their ads are displayed to a more specific and niche crowd making the probability of selling the property even higher than before.

Growth of regional content and regional ads

Hindi Content has been growing faster than English content, and this is likely to increase even further in 2017. This is not only the case for content but also advertising. if you looking to reach a wider audience, especially in the tier II and III cities, then using regional content is a must. Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.

For example, Aryan Housing, one of the leading real estate developers based out of Mumbai, ran a campaign of ads in Marathi to connect with their local audience and received a phenomenal response.
Aryan - MarathiUnderstand this trend; Google has also recently started ads and keyword targeting in Indian languages to widen their reach.

Adwords
Integrating Offline and Online marketing

While the majority of the first time home buyers are researching online, they make the end decision of buying the property offline only. So for a real estate company, integrated offline and online marketing efforts is highly essential. While it is important to run ads and get leads, it is also important to understand that consumers do not make purchase decisions based on a single ad or message alone.  Potential buyers gather all their information from various channels and this data gathered through several stages of the buying process are the building blocks of sales.

If you have a potential lead from an online ad and your sales team is following up with them, it is important to also reach out that potential lead online as well. You could use automated email or drip email to reach them until they actually make the purchase. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria. Let’s say that a customer has visited property website and shown interest by coming for a site visit, digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties. Drip emails are a powerful lead nurturer, with statistics showing an 119% increase click-through rate via trustworthy emails.

“Across the funnel” marketing

Advertising across social media platforms is all about building your brand and making it a household name for people to connect to and rely on. In “Across the Funnel” marketing, real estate developers build their brand names through four essential steps. They initially start the process by running engaging campaigns on social media, which explain their products and attract potential buyers. Then, they work towards increasing traffic to their websites and drive site visits and enquiries through their conversion data. Lastly, they customise their audience by eradicating cold leads and focus on customers who have actively shown interest in their marketing campaigns.  With Facebook’s Brand Reach & Frequency campaigns, brands can even get assured visibility and reach, similar to what a front page newspaper ad gives.

All of these social media marketing strategies are currently trending in 2017 and are here to stay! Which of these techniques will you be adapting in your social media marketing strategy? Tell us in the comments below.Content marketing blogs to follow.

This article was originally published in Realty Plus Magazine. 

 

Social Beat turns 4

Four years of sugar, spice and everything nice has made Social Beat what it is today and as we step into our 5th year, we would like to thank each and every team member for their significant contribution to our growth and success.

Its been a phenomenal year – right from turning Google Premier Partners to being invited for the Facebook India SME Council, from visiting San Francisco for the Global Google Partner Summit to running digital marketing workshops across the country, from organising our first Digital Leadership Summit to opening our Bangalore & Mumbai offices, from winning awards to releasing our Industry Digital Marketing Report.

Of course, all of this wouldn’t have been possible without our team and our existing and new clients. So thank you once again. Together, we learn, we grow, and we make it beat 🙂

Continue reading about us on the Social Beat internal blog.

David Appasamy to head Brand & Strategy at Social Beat

Social Beat is delighted to bring on board David Appasamy to head Brand and Strategy for the company. He will be working closely with the core team to achieve the company’s vision of being amongst the top 10 digital agencies in India by 2018.

Speaking on the appointment, Co-Founder Suneil Chawla said, “We not only share the same Alma Mater, IIM Ahmedabad, but also a shared vision of leveraging the digital medium to deliver business results to the brands and companies we work with. We look forward to David driving strategy and growth along with a focus on key client acquisition”. David comes with over 35 years in companies like ITC Ltd, Mudra DDB and Sify Technologies covering Business Strategy, Brand & Marketing Management, Digital Marketing and Audience Engagement.

Talking about his new role, David stated, “The Internet, and what it represents for companies as a medium for business and marketing, has always been my passion. I am delighted to be part of a start-up that is firmly established and recognised, and excited to focus on growth strategies and the Social Beat brand as a Digital Marketing specialist.”

Co-Founder, Vikas Chawla said “We see David playing a key role in mentoring the core team that the company has built over the last 4 years. As we move towards the next phase of growth, nurturing talent and expanding across the country and globally is going to be key. We are delighted to have David be part of this journey.”

In the past, David has served on the Multi-stakeholder Advisory Group (MAG) advising the UN Secretary General on Internet Governance in 2010 and 2011. He was Co-Chair, International Chamber of Commerce’s Task Force on Internet & Telecoms Infrastructure & Services from 2006 to 2011. He is currently a member of the Executive Committee of the IIM Ahmedabad Chennai Chapter focusing on making it a vibrant, inclusive and rewarding experience for alumni members. David is also involved in multiple social activities including Roofs for the Roofless and the Appasamy Trust focused on self-employment and education.

About Social Beat

Founded in 2012, Social Beat is South India’s leading digital agency which helps companies build their brand and get business results via the digital medium.

Social Beat is a certified Google Partner and a trusted online expert with offices in Chennai & Bangalore. The 40 member team offers integrated digital marketing solutions including website development, app development, user experience consulting, social media marketing, content marketing, Search Engine Optimisation, digital advertising & influencer marketing. Social Beat has two digital products – the first is an influencer marketing platform, Influencer.in and the around user-generated content called Rewardify.

With focus verticals of real estate, e-commerce, healthcare & B2B, they have over 100 clients including Citibank, Saint Gobain, Murugappa Group, Akbar Travels, Sterling Holidays, PN Gadgil, Musafir.com, Casa Grande, Dr. Mohan’s Diabetes Hospitals, Sterling Holidays, Chain, Olympia Group, Raintree Hotels, Forum Mall, India Home Health Care, Sulekha.com, Cambridge English & JVC Headphones amongst others.

In recognition of its excellent performance and contribution to the field of digital marketing, Social Beat’s co-founder Suneil Chawla was awarded the Best Digital Marketing Professional by CMO Council 2014 and the Outstanding Digital Person Of the Year award at the Digital Marketing Conclave & Awards 2014 conducted by Think Media Inc and VIT University Business School.

Website: https://www.socialbeat.in/

Media Contact: Vikas Chawla, team@socialbeat.in / 044-42065648

Top 10 live chat softwares for your website

Live Chat is an efficient communication medium for proactively engaging customers and converting them into leads. This can be done at ease with the help of well trained agents using some of the many Live Chat tools avalable. However, deciding which one to pick be a bit confusing. Hence, we have put together a list of the 10 best live chat softwares for your website that can help boost sales and service your customers.

Before we go into the details and the USPs of each of the live chat softwares available, here’s a quick comparison of the features these platforms have to offer and their pricing:

Top live chat options Social Beat

 

SNAP ENGAGE

USP: Social Discovery to help better understand the customer

Facebook ,Twitter and LinkedIn icons are bound with the chat option and if the agent feels that he/she can connect with the potential customer through social networking sites the customer can give a friend request or follow the customer directly from the chat area. This feature is called as ‘social discovery’, which is a unique feature and it also helps the agent to know about the customers better and further chats can be made more customisable. The details of the customers can be seen only after accepting the chat requests. Apart fom this, Snap Engage also allows the agents to remotely control the user’s browser and help them navigate to the right pages quickly. Also, tthere are blogs written in their website which helps the agent to enhance his/her skill to be a star agent. Unlimited access to sites is provided by Snap Engage. CRM and help desk can be integrated.

PRICING

The basic price is $60 in which 4 agents can be employed.

ZOPIM

USP: Competitive Pricing

Zopim is an affordable, easy to use Live Chat option. When you engage with a customer, a separate pop up doesn’t appear on the screen for every customer, instead all the windows and controls are integrated with the dash board they offer, unlike many other chat options. Automated chats are possible so that you can reach out to customers, before they complete their conversation. Integrating with Zen Desk can help in multi-channel support like emails and social media. Chat history is available by which it becomes easy for the agent to know the customer.

PRICING

Free version is available and the basic version costs for $11 (single agent) per month.

OLARK

USP: Customizable GUI 

The customisable graphical user interface GUI makes Olark stand out from the rest. When it is Christmas time, it gets updated to the Christmas theme. Every celebration can be more fun with the GUI it offers. The logo of the organisation can also be incorporated in the paid versions of Olark. After every chat, rating can be given for the chat from which instant feedback of the conversation through live chat can be noted. Another noteworthy component of Olark is ‘savethecart’ feature by which the agent can know what is the product that is stored in the cart and based upon this the chat can be done and targeting becomes easy.

PRICING

The basic version costs $15 (single agent) whereas the free version limits in the number of chats.

VELARO CHAT

USP: Geo targeting and content targeting

The geographical location of the website visitor can be tracked along with the content what they are looking for so that even the greeting by the agent can be of the language which the viewer  follows which gives a personal connect to the user and the user is more likely to buy the product. Keeping track of the content can also help in product that can be promoted through chat as a follow up.  Unlimited access to sites and can be managed centrally. There are three versions like other chats that include basic business, smart business and enterprise Omni.

PRICING

The basic price is $29.95 and free version is available with limited features

OGG CHAT

USP: Integration with G-talk and Instant Messenger

Ogg Chat can be integrated with G-Talk and Instant messenger. Separate desired departments can be created and operators can be added to the chat. Every operator can include a schedule chart to keep a track on the pending schedule. Some data are available that can be used to analyse like brief chat history but however real time monitoring of the viewers, usage of canned messages is a considerable setback.

PRICING

The basic version of the product costs $9.95 and all plans include a 14-day free trial

LIVE HELP NOW

USP: Real time translation

Internationalisation is possible as it offers real time translation feature. Languages are translated instantly which makes it easy to use in non-English speaking nations. The admin interface isn’t much cluttered. It is a simple, user friendly admin which the consumer may like to use. Prioritising the mails become easy with the email management system that is offered. All the information about the clients can be viewed in one click, but a separate window opens up every time which may be tough to view for a series of clients.

PRICING

A 30 day free trial is available with constraints and the basic version of LiveHelpNow chat costs $21 per month

KAYAKO

USP: Quick response through the Mobile application

Users find the mobile application very useful as the agents can respond to the queries from any place. However, the user interface doesn’t support any other language other than English which is seen as a drawback. Live Chat tickets can be administered through e-mail. Service Level Agreements are complex when compared to other chat options. Kayako allows the user to create a macro which enables automatic response to some of the basic and repeated queries as it reduces the response time of the agent.

PRICING: The basic version of the Kayako Live Chat costs $24 and three versions of Kayako are called as Case, Fusion and Engage

CASENGO

USP: Ease of file sharing

Casengo has one inbox for all the chats, emails and social media posts. The cloud based application allows the responders to post their answers in a quicker phase than other options. The customers of online retailers and other small businesses have the response in a very fast time period.  Most of the live chats, attachments can be sent only through downloadable links, where as the file itself can be sent as an attachment, however sending multiple attachments is not an easy task using Casengo.

PRICING:

The basic version costs $9.65 (9Euros), Free version can be used in which enables only the chat option

COMM100LIVECHAT

USP: Guaranteed 100 percent uptime

Comm100livechat, as the name suggests this live chat claims to produce 100 percent uptime. A typing indicator allows agents to see what their customers are typing before they submit their message. With ‘MaximumOn’ technology, the software also ensures that your live chat program runs continuously without interruptions, despite failures at both server and data center levels. Chats can also be extended onto mobile platforms; including on iOS and Android devices.A drag-and-drop file transfer feature allows agents to share a file that provides all the requested information. However, no real time translation is available and no co-browsing option is available.

PRICING

The basic version of the live chat costs $29 and there are different versions based on the Shared Server and dedicated Server

WEBSITE ALIVE CHAT

USP: An all in one live chat with email integration

If your business is a small firm and is looking for a one stop solution that integrates e-mail with your live chat options, website live chat can serve your business. It supports till 20 multiple chats with quick tabs to enable swift performance.  The user interface helps to edit the interface without coding. Internal operator chat that helps to interact internally when a query hard to manage by an agent can be used to clear his doubts.

PRICING

The basic version of the live chat costs $20 and there are different versions available with different pricing.

 

How to sell across multiple E-Commerce marketplaces

SingleDashboard_1200by628

As the growing digital population is all set to rock India’s economy and business landscape, it has become vital for businesses to go online as well. A budding entrepreneur who is looking at selling his products online can create his own e-commerce website or sell products on other online marketplaces such as Flipkart, eBay, Amazon, etc.

After registering with these online marketplaces that allow you to sell products for a commission, managing different dashboards, stock list & inventories becomes difficult. In order to simplify the online selling process, tools have been developed to integrate all of these into one single dashboard.

Tools like Browntape, ecomdash, boostmysale, etc provide one common dashboard to manage all your orders and inventories across e-commerce platforms. Let’s take a look at what each of these softwares have to offer:

Selling across multiple ecommerce marketplaces in India

If Indian market is your main business focus, the below mentioned tools are some of the key players in providing inventory and order management solutions:

1. Unicommerce

Unicommerce, recently acquired by Snapdeal has an inventory management software for e-commerce, integrated with some of the world’s leading online marketplaces and cart solutions.

It helps in complete order fulfillment life-cycle through real-time maintenance of inventory, orders and shipping process. One can also view key metrics and insights with respect to sales and performance using a single dashboard.

2. Browntape

Browntape lets you sell your products across 8 platforms which includes eBay, Amazon, Flipkart, Snapdeal, Rediff Shopping, Tradus, Naaptol, shopclues, etc.

It provides a centralised inventory management system that keeps track of the stocks and orders that come in on a real-time basis. One can also print out the shipping labels and send out automated emails to the customer about purchase order status.

Browntape

3. Boost My Sale

This easy to use e-commerce solutions provider integrates inventories, sales and other management factors in one single window. It not only streamlines and automates the processes but also provides insights on scaling up your business and visibility. With real-time inventory and sales figures, Boost My Sale helps in quick decision making and growing the business without having to worry about everyday challenges in sales & supply chain management.

Boost My Sale

Selling across multiple ecommerce marketplaces globally

Businesses that operate on a large scale and have tie-ups with global online marketplaces can make use of these tools for hassle-free sales and operations:

4. Ecomdash

ecomdash is yet another inventory management & order fulfillment software for multi-channel e-commerce sellers. It provides a single view of all e-commerce operations using a single dashboard. Sales, shipping & inventory management is all automated and also lets us monitor sales & supply chain through effective data management.

5. Orderhive

Orderhive is a multichannel order & inventory management system that is integrated with leading marketplaces and businesses. It cuts down on the additional infrastructure and maintenance cost for online sellers through its simplified back-end process management. It also provides customised offerings to suit your business needs, in terms of having a dedicated server (such as Bluehost) and managing it efficiently.

6. Seller Active

It’s a cloud based inventory management application that consolidates and processes orders from multiple marketplaces. It removes the clutter out of multichannel selling and gives real-time updates on competitor’s pricing as well. It also analyses shipping rates and gets the most cost-efficient rates from leading delivery companies to process the orders.

Online selling across various marketplaces means having to oversee and manage different channels and processes. As and when the business grows in terms of more online marketplaces and product orders, resorting to such tools & solutions providers becomes inevitable. They greatly help in streamlining processes, reducing the infrastructure cost and provide great insights, which might otherwise go unnoticed in a daily tracking routine.

Do try out the trial versions or subscribe for the above mentioned tools for your business and share your experience with us in the ‘Comments’ section. And in case we have missed out on other important channel & inventory management tools, do write to us.

Content Marketing helps startups connect – Social Beat featured in the Economic Times

For Spidey fans a trivia which says Andrew Garfield admitted to shedding tears the first time he wore the Spiderman costume shooting for The Amazing Spiderman, could be priceless. And for a startup that sells super hero merchandise, this exclusive trivia on their interactive blog could mean serious business. Stories told through videos and blogs are taking the place of advertisements for several startups that are using content to engage with customers.

“Every industry has a story to tell, if they look hard enough. And people continue to love interesting narrative,” said Lakshmanan Narayan, founder of Chennai-based Unmetric, a social media intelligence platform whose company has been serving clients like Toyota, American Airlines and Lowe’s. Most startups working in the online space find content-based marketing or content marketing as a medium to connect to the customer and prefer it over direct marketing. Without pitching brands directly, content marketing looks at generating relevant content that educates and creates awareness among customers.

“Content marketing allows us to engage the customers better by sharing information that is useful for them,” said Rishi Khaithan, cofounder of BuildMyEvent, a Mumbai-based platform, which connects its customers to venues for their events. It also provides platforms for its vendors to connect with the customers via their blog instead of individual marketing.

“Startups don’t have the money to compete with the big names,” said Vikas Chawla of Social Beat, a Chennai-based digital agency delivering social media marketing and ecommerce consulting. “They have to do things in a different way either around the product or around content. Content marketing helps them to do that.”

“People get sick of ads,” says Pradeep Rajadas of Sociall.in, a Chennai-based social media marketing company . “Diversity keeps you engaged. So you have to start spinning stories to which customers can connect to and through which you can promote your brand,” he added. Sociall has developed and marketed content for city-based real estate companies, focusing on the lifestyle, neighbourhood, appreciation of land and so on. The company has also produced content around “investment opportunities” in technology productivity hacks from tech, ROI from your latest smartphone purchase and so on for a gadget retailer.

This article was originally published in the Economic times

 

Social Media Marketing Trends in 2015 for E-Commerce Startups

Importance of Granular Targeting in Social Media

For e-commerce companies, social media is a critical channel for driving sales. While Google and the display network is an effective medium to reach the target audience, social media networks, especially Facebook are being used to target the right consumers having relevant interests. While it’s important to engage with the audience within Facebook, we have found it to be more effective to drive traffic via Facebook Ads directly to the website or landing page and track results there.

For example, Planet Superheroes, which is into Superhero Merchandise has used FB to segment users who like specific superheroes and are online spenders in India. So superman t-shirt ads are targeted to users who like Superman and fit into the age & location demographic relevant to the brand. This level of granular targeting is possible only in social media. Moreover, organic posts are not enough anymore owing to the recent policy changes for Facebook Pages. This means advertising on Facebook and other channels becomes essential. With the advanced features of Facebook companies can even target their existing customers, friends of their customers and even audiences having similar interests and demographics to their existing customers.

Most importantly, the return on investment is measurable to the last rupee using analytics and conversion tracking tools. This also makes digital marketing more transparent in constantly improving the cost of acquisition for ecommerce brands.

Other Social Media Platforms that e-commerce companies can leverage

Social Media has been crucial to the brand building of e-commerce companies. Not just Facebook but even Twitter, Instagram and Pinterest have enabled even smaller startups find a niche in the crowded e-commerce space. The younger generation is more inclined to using Instagram and Whatsapp and brands are starting to experiment with these networks depending on their target segment. Even usage of pinterest and professional network, Linkedin have grown remarkable and depending on the audience being targetted, different ecommerce companies are using different channels. An interesting case in scenario is Cherrytin, a premium e-gifting destination which has used Instagram & youtube to showcase the premiumness and fun identify of the brand and thereby driving sales in the long run.

 

We see Whatsapp, Instagram and YouTube playing a pivotal role in the growth of ecommerce brands as the younger generation is adapting to these platforms even faster than they adapted Facebook.

Increased focus on Conversion Rate Optimisation

With tools like Zarget, CrazyEgg and even Google Analytics allowing data points to help improve sales, revenue and conversions, this is going to be a focus area for every ecommerce company.

Infographic – The AAP Donation Campaign

AAP Donation campaign

The Aam Aadmi Party’s Donation drive has always been in the news for all the right reasons – it’s focus on clean money, complete transparency in the process and the use of innovative means and effective social media campaigns to raise funds (an excellent example of this being Arvind Kejriwal’s recent tweet for cash which raised more than Rs. 80 lakh in 24 hours after the tweet).

In this Infographic, we analyze the AAP donation campaign – the average donation per donor, the donations received and the candidates receiving the highest donations.

Have you donated to the Aam Aadmi Party?

Infographic: Indian National Congress on Twitter

Indian National Congress on Twitter Indian National Congress on Twitter

In the last in a series of three infographics, we analyse the presence on, and effective use of Twitter by the Indian National Congress party.

Just in case you missed our earlier two infographics in the series, you can read the one on the effectiveness of Narendra Modi‘s Twitter campaign here and the other on Arvind Kejriwal‘s Twitter campaign here.

Do share your views below, on how Twitter and other social media is changing the way election campaigning is done in India.

 

Infographic – Arvind Kejriwal on Twitter

Arvind Kejriwal img-responsive center-block

In the second in a series of three infographics, we analyse the presence on, and effective use of Twitter by Arvind Kejriwal, former Delhi CM and the head of the Aam Aadmi Party (AAP).

Just in case you missed it, you can read the first Infographic on the effectiveness of Narendra Modi‘s Twitter campaign here.

Watch this space for our next infographic on how the Indian National Congess is faring on this social platform, in the run up to the elections.

Do share your views below, on how Twitter and other social media is changing the way election campaigning is done in India.