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January 8-10, 2020
The Meritage Resort and Spa | Napa, CA

2020 Agenda

Wednesday, January 8, 2020

12:00 PM - 6:00 PM

2:00 PM -3:00 PM

Registration and Badge Pick-up
Pre-conference Workshop #1:
All Pre-conference workshops included in the BEST Value option

How to Create “Thumb-Stopping” Social Media Content

Mobile devices have become an indispensable aspect of daily life. These days people scroll through their social newsfeeds so fast that you could spend hours crafting the perfect post, and still have people swipe on by without noticing it. We’re living in a new marketing era. It’s noisy and it’s crowded. While people’s newsfeeds are getting bombarded with content, how do you make sure your audience takes the time to look at, and engage with, what you are sharing? With short attention spans and small screens, the pressure is on for brands and their marketing teams.

Are declining attention spans killing your social media engagement? Join Erica Byrum, the assistant vice president of social media for Apartments.com and co-author of Youtility for Real Estate as she answers all your questions and teaches you how to leverage new features and tools to get “thumb-stopping” content that drives engagement and ties back to your bottom line. Don’t let your efforts go without results! With these tips and tricks, you’re sure to succeed in creating content that stands out from the crowd.

What you’ll learn:

  • Explore a content accelerator blueprint that encourages your followers to engage with your content in today’s evolving marketing environment.
  • How to map your content experiences to your buyer’s journey and distribute it across channels to reach your audience.
  • Tips to reboot a current content plan that isn’t meeting expectations.
  • How to approach content with brand consistency in mind.
  • Specific strategies for building your own influencer marketing program to amplify your brand.
  • New features released across the major social media platforms and design ideas to create the perfect piece of content.
  • The tools and processes to bring your concepts to life.

Join Erica Byrum, always one of our highly rated presenters at the conference, for this lively and interactive session!

Erica is the assistant vice president of social media for Apartments.com,  the leading online apartment listing website and its network of nine home rental sites powered by CoStar.

With over 15 years in real estate marketing, Erica is an industry visionary whose expertise is rooted in social media and digital marketing to strengthen brand presence and increase revenue. Erica directs the business development, product marketing, sales and operations efforts for its social suite of products, a full-service offering that optimizes the online reputation and social media footprint for multifamily real estate properties.

Co-author of Youtility for Real Estate, Erica is well-known for revolutionizing social media and has become a top influencer and sought-after speaker at many marketing and industry conferences. A recipient of the PR News Social Media MVP award, the Sarah Malone award and a two-time President’s Club winner, Erica also serves on the board for the PRNews Social Shake-Up Show. An accomplished marketing professional, her contributions have made a significant impact on large brands spanning multiple industries including residential and multifamily real estate, vacation rentals, commercial truck and equipment, and sports and entertainment.

3:15PM-3:45PM

Pre-Conference Workshop #2:
How to Make Instagram-able Moments - Perspectives from Two Interior Designers

Seasoned multi-family interior designers, Joann Kandrac & Kelly Kole of Kandrac & Kole Interior Designs will discuss the importance of updated interiors for the marketing success of leasing centers, clubhouses, models and amenity spaces on social media.

Actionable Key Takeaways from This Workshop:

• How to create “Instagram-able” spaces and moments that are easy for the leasing/ management staff, prospective residents and residents to photograph and post

• Our top paint colors for interiors that look good on camera (and thus social media!)

• Our top commercial floor coverings for a fresh look in all common areas as well as individual apartment homes

• Image is Everything - common mistakes we see in multi-family interiors that hurt the marketability of the community over time.

• How we design models to have a WOW factor that looks great on a website

Joann Kandrac & Kelly Kole of Kandrac & Kole Interior Designs, Atlanta, GA ( kandrac-kole.com) voted one of Atlanta’s Top 20 Residential Interior Designers by the Atlanta Business Chronicle, Kandrac & Kole has been featured on HGTV as well as in The New York Times, Better Homes & Gardens among many other national and regional magazines. With a unique background of over 15 years working in the multi-family industry in different capacities, Kandrac & Kole has a wealth of knowledge to share in both the residential and commercial arenas. Popular bloggers, Joann & Kelly have been sharing upbeat and entertaining narratives regarding their design projects, travels, and personal stories since 2009. Their love and commitment to the power of interior design also extend towards their charity work throughout the U.S. and Guatemala and on their popular podcast Inside Design with Kandrac & Kole which debuted in January 2018.

4:00 PM - 4:30 PM

Pre-conference Workshop #3:
Why Google My Business Should Be at the Forefront of Any Social Strategy 

Even though Google Plus is dead and gone, Google My Business is alive and well. Your GMB listing is the first site your new potential residents usually see. Whether they find you by searching for your brand or keywords, your GMB listing will be shown towards the top of Google’s front page results.

It’s important to understand all the current and new features of Google My Business to ensure a steady stream of web traffic throughout the year. This session will get you up to speed on the latest hacks and features of GMB, so you can ignite your leads and turn them into leases fast!

Key takeaways include:

• How to set your GMB listing for success
• New Features of Google My Business
• Google Q & A and Why It Matters
• Being Strategic in Your Review Responses
• Increase Your Click Through Rate and Rankings w/ Google Posts
• Google My Business Hacks for 2020

Martin Canchola
Co-founder and CTO
Apartment SEO

Martin Canchola has 10+ years in the world of digital marketing with a specialty in Local SEO, Search & Social Ads. He has worked with thousands of small-medium businesses before breaking into the multifamily industry, where he leverages an outside perspective on the world of search and digital marketing. He is also proud to serve as the Co-founder & CTO for Apartment SEO, a Premier Google Partner agency. Together, he works closely with Google to ensure his clients’ success! 

4:45PM - 5:30 PM

Pre-conference Workshop #4: Instagram Stories:  How to Tell a Better Story

Over 80% of social media users report that they discover, investigate, and decide to purchase new products based on what they learn via Instagram. With over 25 million businesses on Instagram all trying to reach the same customers, how does your community plan to stand out amongst the crowd?

The answer: tell a better story.

As the timeless saying goes, “Whoever tells the best story, wins.” This means it’s no longer enough to have a compilation of pretty photos filling your feed — unless they also highlight your community’s unique story. Potential residents searching for a new home trust social media to help them find a vibrant community they can relate to — and there’s no better tool to help your community stand out than Instagram Stories. With Instagram Stories, you can regularly engage with current and potential residents in real-time, authentically. In this workshop, we will cover ten simple steps to maximizing the reach, impact, and quality of your community’s Instagram Stories posts.

By the end of this session, attendees will:
● Understand how current social media users engage with Instagram Stories differently than other social platforms
● Learn how to analyze the true ROI on their community’s Instagram Story campaigns
● Gain step-by-step instructions on how to produce and share high-performing, relevant Instagram Stories content
● Implement best practices for sharing and engaging with residents and prospects via Instagram Stories
● Be able to create a consistent brand voice and experience on Instagram Stories

Annette Smith is the Founder and CEO of Social Kapture, a boutique digital marketing agency dedicated to the multifamily and student housing industry. Prior to founding Social Kapture, Annette was the National Director of Leasing and Marketing at the largest privately held student housing company in the US. It was there that Annette realized the need for digital marketing solutions tailored to the unique demands of property management. After just three years, Annette has grown Social Kapture into an industry-leading agency supporting clients in over 25 states nationwide with comprehensive social media management and paid advertising campaigns.

5:30 PM - 6:30 PM

Welcome Reception at the Meritage Resort

Thursday, January 9, 2020

7:00 AM - 6:00 PM

8:00 AM - 8:45 AM

Registration and Badge Pick-up

Breakfast with Exhibitors and Sponsors

8:45 AM- 9:15AM

Welcome and Introduction

9:15 AM - 10:00 AM

Keynote: The Curiosity Factor - Andrew Davis

Andrew Davis, the highest-rated and most exuberant speaker from 2019, will be talking about the curiosity factor in his 2020 keynote. A top jaw-dropping marketing speaker, Andrew is compared to the likes of Gary Vaynerchuck, Seth Godin, and Rodit Bhargava!

The psychological phenomena creative brands employ to earn and own attention in a noisy world.

Attention in today’s online world is harder and harder to garner than ever before. Our tenants, prospects, and even partners tell us they have no time. No time to read our emails, download a lease, watch a property overview video, dive-in to our blog posts, or fill out an online form.

However, these very same customers can binge watch two seasons of Stranger Things on Netflix in one weekend! Where’s the disconnect?

Maybe, in our quest to make our content consumable we’ve eliminated every element that makes our content interesting?

It turns out, the most successful content creators in the world don’t worry about how long their content is. Instead, they apply two infinitely powerful psychological phenomena to catch, keep and capture, their audience’s attention.

In this exhilarating 45-minute keynote presentation, former television producer and bestselling author Andrew Davis will show you how to keep your audience curious. You’ll be challenged to think like a reality tv editor, and he’ll show you the five things that brilliant businesses do to transform their content from boring to brilliant. More importantly, you’ll learn the simple secret to creating infinitely engaging content.

What’s the secret? You’ll have to wait and see.

It’s going to be awesome!

10:00 AM - 10:45 AM

Think like a Product Manager to Supercharge your Multifamily Social Media Marketing

Returning to the Multifamily Social Media Summit for the fourth consecutive year, HubSpot Product Manager Dylan Sellberg will discuss how the practices and principles of Product Management can be applied to deliver remarkable results in today's social media marketing landscape.

 In this talk, Dylan Sellberg will discuss how his experience as a Product Manager can be used to supercharge your Social Media Marketing forever. 

  • Learn how to implement an MVP process to get your Social Media campaigns to market faster
  • Understand the 5 C's of Product-Market fit and the concept of ruthless prioritization
  • Learn how to best communicate the success of your Social Media marketing efforts across a wide network of stakeholders

Dylan Sellberg is a Product Manager at HubSpot in Cambridge, MA. He started his first business at age 11 and has been learning ever since. Today, Dylan collaborates with HubSpot design, engineering, and product teams to deliver remarkable products to HubSpot’s customers. Prior to HubSpot, Dylan worked at Catalina managing the multimillion-dollar portfolios of Coca-Cola and Johnson & Johnson.

He holds an M.S. in International Marketing and Brand Management from Lund University in Sweden which consistently ranks among the world’s top 100 universities, a B.S. in Sports Management from the University of Tampa, and a Lean Six Sigma Green Belt from the University of South Florida. Dylan’s continuing education involves the pursuit of an Organizational Behavior Certificate at Harvard Extension School.

When he’s not solving business problems through product development, you can find Dylan speaking at industry events or out on the golf course.

10:45 AM - 11:30 AM

 

11:30 AM - 12:15 PM

Champagne Networking Break with Exhibitors and Sponsors

 

Key Consumer Behaviors and Trends in Social Marketing According to Google

Shawn McGahee, Head of Industry, Home and Consumer Services at Google will share key consumer behaviors and trends and opportunities in social marketing

Key takeaways include:
-Identify audience opportunities
-How to leverage YouTube
-Provide marketing strategy recommendations

Shawn McGahee is Head of Industry, Home & Consumer Services at Google.  As a senior marketing leader with 13+ years of experience  Shawn employs advanced analytics to help Fortune 500 companies redesign corporate brand strategy, optimize digital marketing investments, and generate multi-million dollar business growth. His expertise includes creating strategic content, messaging, and promotions driven by rigorously curated market research, consumer insights and analysis. Shawn possesses broad industry expertise in launching integrated omnichannel campaigns and managing CRM, Mobile, eCommerce, and Social user experience (UX). His clients have included: Walmart, Verizon, eBay, CVS, Dell, Delta Airlines, Kohl’s, Nike, Ocean Spray, Ruth Chris, Porsche, Wells Fargo, and more.

 

12:15 PM - 1:00 PM

Maximizing Resources: Creating Budget-Friendly Marketing Videos Yourself 

Brands have about 10 to 20 seconds to make a strong enough impression that encourages people to listen to their story and hopefully, convert. To make the most of these valuable seconds, Real Estate marketers are making the switch to video content. Hope will discuss the value of incorporating video and how to produce your own using resources anyone can leverage, no matter your budget size.

Takeaways:

  • Learn the best tips, editing tools, apps and software you can leverage today to create a high quality, budget-friendly marketing video
  • Hear how to effectively position your message within a video and share more details than you could via text or image 
  • Walk away understanding how to take control of how your offerings are viewed in the Real Estate market by leveraging strategic camera angles, music cues and engagement techniques

Hope Horner
CEO and Founder

Lemonlight 

Hope Horner is a three-time entrepreneur who has been featured in Inc.'s Top 25 Entrepreneurs to watch in 2017, Entrepreneur's 11 Marketing Experts that Could Changes Your Business, and Pepperdine’s 40 Under 40. Horner is a regular contributor at Entrepreneur, Forbes, Inc. and multiple other publications where she shares startup insights and scalable solutions. She is currently working on her third startup, Lemonlight, an LA-based business that produces and distributes branded video content at scale. Lemonlight has been honored in Inc. 500 and Entrepreneur 360.

1:00 PM - 2:00 PM

2:00 PM - 2:45 PM

Lunch

How to Create Winning Facebook and Instagram Video Ads

Discover the secrets of creating high-converting video ads on Facebook and Instagram. In this intermediate-level session, you'll learn what every multifamily marketing team needs to know, including:

• How to time your message for maximum impact
• The one key element your ad must have
• How to position your solution as the answer to their problem
• The Devil is in the details - Small things matter here
• Why what happens next is critical to conversion

Facebook and Instagram dominate the mobile space. One in five minutes on mobile is spent on them; together they are beating out the next 10 mobile platforms combined. Campaigns that run across both channels get better website clicks, website conversions, and video views. Find out how to harness the power of video ads where your audience lives - on mobile - through Facebook and Instagram.

Host of the Social Savvy Geek Show and Social Media Influencer, Laura Pence Atencio has a gift for creating order out of the chaos which she uses to help small businesses get real traction out of their digital marketing. Known for her directness, desire to see change-makers excel, and ability to communicate complicated concepts simply, she has been dubbed the “geek liaison.’ Her ability to break down tech-speak into common language makes Laura a highly sought after speaker.  A lifelong fan of Star Wars, a US Masters Swimmer, Laura also served as a Combat Engineer in the Virginia Army National Guard.

2:45 PM - 3:30 PM

Social Media Ads: How to Stand Out in a Crowd

So just about every entity under the sun is on social media, and all are posting content, running ads and jamming up everybody's newsfeed, but how do you stand out from the crowd and grab attention? In this presentation, Will Ferguson will focus on innovative campaigns from brands that are achieving astounding visibility and success and what the multifamily industry can learn from these examples.

We'll review how Glossier and Barkbox ran a marketing collaboration comprised of lipstick and dog toys that created more buzz than they ever could have imagined. You'll learn about how a startup that used a virtual doorman, a shoe full of holy water and some sarcasm to get picked up in every major media outlet.   And more….

Will Ferguson spent 15 years moving up the ranks in client-side marketing at brands like E*trade and OppenheimerFunds, before becoming Vice President of Online Marketing at 1-800 Flowers where he ran Social Media, SEM, Display Advertising and Affiliates. He eventually moved on to the start-up world, where in his last role he was Chief Marketing Officer, responsible for all acquisition marketing, analytics, website conversion and P&L. He was named to 40 under 40 for being one of the most innovative brand marketing executives and is a sought-after speaker at industry conferences such as Internet Week, ad:tech, Brand Innovators and eTail. His front-running approach to social commerce and Facebook advertising has been covered by the New York Times, Ad Age and ClickZ. Will decided to start Slince because he saw a need in the marketplace for a senior-level, digital executive to work on behalf of clients where their agencies were falling short.

3:30 PM - 4:00 PM

Networking Break with Exhibitors and Sponsors

4:00 PM - 4:45 PM

Experience Matters: Integrating Experiential Content Into Your Digital Marketing Strategy

Digital marketing today provides brands of all sizes and extremely useful tools to understand our audiences and automate how we connect with customers. But the greatest consumer experiences are powered by more than data and optimization—what truly sets a brand apart is creativity: mastering the skill of fusing art with science. Ryan will dive deeply into one of the newest creative angles, experiential content: interactive, digital experiences that better connect brands with consumers. Ryan will break down what experiential content is, it's value in a data-driven era, and how to share how members of the audience can transform their own static digital content into engaging experiences. 

Ryan Brown
Head of Brand Strategy
Ceros 

At Ceros (which recently announced its $14M Series C), Ryan leads brand marketing and brand experience efforts for brands including Snapchat, United Airlines, NBC, Fast Company, MasterCard, Bloomberg, and Fast Company. He has previously held leadership roles at Condé Nast-owned experiential marketing agencies Pop2Life and 23 Stories. Ryan also worked at HubSpot during the early days of inbound marketing in numerous roles that included developing new client trainings, launching HubSpot Academy, and crafting HubSpot’s annual INBOUND conference. He has spoken previously at Content Marketing World, Dig South Tech Summit and B2B Marketing Exchange.

4:45 PM-5:30 PM

Top Social Media Trends of 2020 and Leveraging Them for Multifamily Businesses

The world of search, social media marketing, and reputation management are always changing. Only businesses who stay on top of the trends and shifts will come out ahead. In this session, we’ll review 5 strategies you can immediately apply to your multifamily business opportunities.

They include:
-The rise of zero-click search
-The real social influencers… your ratings and reviews
-Response time... nearing real-time
-The return of... organic reach
-Localized social ads… the biggest untapped opportunity

Afif Khoury, Founder and Chief Executive Officer (CEO) of SOCi, Inc., has been at the forefront of technology for 20 years. From his early contribution to the Human Genome Project, a career as a high tech mergers and acquisitions attorney, a manager of two successful venture capital funds and Founder & CEO of two successful startups, Afif has made a career out of following the data.

5:30 PM - 6:30 PM

Networking Reception at the Meritage Resort

Friday, January 10, 2020

8:00 AM - 9:00 AM

9:00 AM - 9:45 AM

Breakfast with Exhibitors and Sponsors

Building Better Mousetraps: A Content-Driven Approach to Conversion Optimization

Driving traffic is hard work. And it’s wasted work if your site doesn’t convert your visitors into leads and residents.

So why aren't more of your visitors becoming leads?

We're going to breakdown the main factors in terms you haven’t heard before. It begins and ends with content. After planning 1000+ websites over the last 18 years, Andy is going to show the process for compelling your visitors to take action.

  • Why most websites fail today, according to 12 years of research
  • How and where to use the two kinds of evidence
  • What's the one aspect of a call-to-action that makes the biggest difference

You’ll leave with new insights into visitor psychology and new ideas on which changes will make the biggest impact.

Andy Crestodina is a top-rated presenter and keynoter at national conferences. He makes each event as practical as possible by teaching immediately applicable techniques and known for using simple explanations to demystify tough web strategy issues.

As co-founder and the chief marketing officer of Orbit Media, an award-winning web design company in Chicago, Andy has dedicated himself to the teaching of marketing and since 2001, has provided web strategy and advice to more than a thousand businesses.

Andy has written hundreds of articles on content marketing topics for dozens of blogs and media websites. Favorite topics include content strategy, search engine optimization, social media, and analytics.

He is also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

Andy has consistently been a highly rated speaker at other marketing conferences and we anticipate that he’ll shine at our event!

 

9:45 AM - 10:30 AM

How to Outsmart the Algorithms & Use Analytics for Ultimate Success on Instagram

Instagram has over 1 billion active users & over 60% of those users are millennials. More than 80% of millennials say renting is more affordable than owning a home? If you are looking to connect with those millennials online then Insta is where you need to be! However, the ever-changing algorithms & analytics can be confusing. This session will help you better understand Instagram and to increase your engagement on the platform.

Join Erin Cell, as she shares her Insta insights, tools, tips & spills a few secrets (shh…) She will provide you with takeaways you can begin implementing immediately to outsmart the algorithms & make sense of the analytics. This will help you build relationships with your Insta audience and provide you with strategies to start real conversations!

In this session you'll learn:

  • How to Outsmart Instagram Using 4 Tips to Beat the Algorithms
  • How to Connect & Understand What Your Instagram Audience Needs Using Analytics
  • Better Understand How a ‘Like-Free’ Instagram will affect Influencers & Brands 
  • Learn the Secrets for Engaging & Connecting to Build Relationships on Instagram
  • Tools for Hashtag Research, Content Creation and Scheduling Your Instagram Posts

Erin Cell is a social media strategist, consultant & speaker who is passionate about helping businesses understand the power of social media. She has helped thousands of business owners, entrepreneurs, and executives improve their online presence while saving them time and money. 

Featured on Entrepreneur on Fire, Solopreneur Hour, and other premier podcasts, Erin is a featured contributor to SocialMediaExaminer.com, the world’s largest online social media publication. As the creator of Social Media Day Denver, Erin has brought together hundreds of business owners and entrepreneurs to discover how social media can propel their business to new heights. She speaks regularly about the importance of social media, Instagram, and live video for business. She has shared the stage with Kevin Harrington, Joel Comm, John Lee Dumas, Kim Garst, Brian Fanzo, and Andrea Vahl, amongst others. You can learn more about Erin and her company, Socially Powered

 

10:30 AM - 11:00 AM

Networking break with Exhibitors and Sponsors

 

11:00 AM - 11:45 AM

The Rising Power of Influencer Marketing

This presentation will focus on the rising power of micro-influencers and how they can benefit your property. We will walk through why this marketing channel is important, how to find the right influencers, and most importantly, how to create content and captions that are authentic and lifestyle orientated to promote your property in the best way possible. By implementing this strategy, both student and multi-family properties can tap into potential new residents through creative content that engages like no other.

Key Takeaways:
• How to find, identity, vet, onboard and pay influencers
• The importance of creating authentic content and examples of do's and don'ts
• How to blend in a call to actions to drive traffic to the property
• Utilization of feed posts vs story posts
• Reporting metrics that matter as well as how many influencers to bring on

Adam Japko is CEO of Esteem Media and founder of the Design Influencers Conference. Esteem Media is home to leading national and local media brands in the luxury home design, gardening, and fine wine communities; focused on connecting professionals and consumers around their passions and businesses. 

Leading up to his founding Esteem Media leadership role, Adam Japko served as President of DigitalSherpa, a high growth SMB social media, content marketing, and internet discovery business offering content, social media, reputation management, local listings, lead generation, web business intelligence, and more.  These experiences, along with the unexpected success of his wine blog, WineZag, reaffirmed a deep belief that authentic digital content & consistent online community engagement drive in-person networking to create a powerful brew capable of transforming personal and business brands.

11:45 AM - 12:30 PM

Session #11: TBD

12:30 PM - 12:45 PM

Closing Remarks and Announcements