Marketing to the Masses with Social Media
 

Marketing to the Masses with Social Media

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Originally presented to the Apartment Association of Greater Orlando by Greg Starr of Property Centric and Mike Whaling of 30 Lines on April 15, 2009.

Originally presented to the Apartment Association of Greater Orlando by Greg Starr of Property Centric and Mike Whaling of 30 Lines on April 15, 2009.

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Marketing to the Masses with Social Media Marketing to the Masses with Social Media Presentation Transcript

  • Marketing to the Masses with Social Media
  • Text “follow gregstarr” to 40404
  • Text “follow 30lines” to 40404
  • Download the slides at SlideShare.net/30lines
  • >> Why bother? >> What apartment companies are doing >> What others are doing >> What you can do
  • “The power of the consumer’s voice has never been stronger... It’s impacted consumer behavior and how companies operate.” >> David Daniels, VP & Research Director, Jupiter Research
  • The Internet is booming... MyNewPlace estimates over 70% of apartment searches now begin online.
  • ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites.
  • Internet searchers are impatient. Less than 10% of searchers read beyond the first three pages of results.
  • Social media impacts your reputation. One-third of all Internet users post opinions. 36% think more positively about a company that maintains a blog.
  • Social media? Web 2.0? Kid stuff, right?
  • “Social media” is people having conversations online.
  • ...But it’s about more than a conversation.
  • The best thing to happen to your organization.
  • >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
  • Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis
  • Where does it fit? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training
  • Interactive local search
  • Residents can search for local info, community events or merchants by keyword Merchant directory represents 95% of local searches Integrates directly into property’s resident portal
  • Mark-Taylor Results • Website traffic: 55K -140K searches per month in Phoenix metro area • Traffic rank: 518K to 145K in 6 weeks (Alexa.com) • Organic ranking in search engines • SEO expenditure savings: $4,500+ monthly
  • Vi
  • Goals • Reduce spending on paid listings. • Build sense of community and exclusivity. • Sell a lifestyle and experience.
  • Nobody cares about your apartments.
  • Only using online classifieds
  • MySpace
  • Facebook profile
  • Facebook page
  • Resident social network
  • Community blog
  • Extend your reach.
  • Give ‘em something to talk about.
  • Fail fast. Try again.
  • flickr.com/photos/urbanelife
  • Ask for the review
  • Internal Resources >> 2 employees spend 1 - 3 hours per day >> 4 - 6 compensated resident bloggers
  • Results • Website traffic up over 65%. • Blog traffic up over 4,300%. • Participation in Urbane Lobby tripled.
  • Urbane Results • No paid advertising in past six months. • Nearly 100% increase in lease conversion. • Rents consistently higher per square foot than local competition. • Brand awareness drives referrals and resident retention.
  • Another benefit...
  • Change the way you think about the entire customer experience.
  • Change the way you think about customer service.
  • So what can you do?
  • “80% of success is showing up.”
  • NOT ANY MORE
  • Stop shouting.... Start listening.
  • Sites to try this week: >> Google Alerts >> Technorati >> TweetBeep >> Google Reader
  • Find your audience. Find ways to connect.
  • Find ways to complement your current efforts.
  • Sites to try: >> Facebook Pages >> Twitter >> Ning >> WordPress >> Local blogs
  • ...More sites to try: >> Apartment Ratings >> Yelp >> RentWiki >> Flickr >> Vimeo
  • How does it all fit together?
  • Look at the whole picture. >> Your brand is how people perceive you. What other say about you is more important than ever before. >> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
  • A slow drip...
  • Marketing >> Increased traffic to website >> Better traffic to website >> Increased % of lease conversions Branding >> Increased presence on search engines >> Responsive on ratings/reviews sites >> Increased % of lease conversions Customer Service >> Higher ratings >> Increase in resident testimonials
  • Industry sites and resources: >> Multifamily Insiders >> Resident 2.0 >> LinkedIn groups >> Twitter contacts
  • Multifamily influencers: (and their Twitter names) >> Eric Brown: @Eric_Urbane >> Lisa Trosien: @ltrosien >> CharityHisle: @CharityHisle >> Heather Blume: @artchickhb >> Brent Williams: @brentwilliams2 >> Eric Wu: @RentWiki >> Resident 2.0: @resident20
  • Keep learning: >> Groundswell >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com
  • Build your brand to new heights.
  • Greg Starr 877.889.5500 gstarr@propertycentric.com PropertyCentric.com Twitter.com/gregstarr
  • Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines