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.”
...
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
...
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 gi...
Those conversations are powered by...

• Social networks         • Widgets
• Blogs                   • Social bookmarks
• ...
Where does it fit?
>>   Marketing
>>   Branding
>>   Customer service
>>   Resident retention
>>   Internal communications ...
Interactive local search
Residents can search for local info,
community events or merchants by keyword




                                        ...
Mark-Taylor Results
• Website traffic: 55K -140K searches per month
  in Phoenix metro area
• Traffic rank: 518K to 145K in 6 ...
Vi
Goals
• Reduce spending on paid listings.
• Build sense of community and exclusivity.
• Sell a lifestyle and experience.
Nobody cares about
 your apartments.
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 ...
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...
A slow drip...
Marketing
>> Increased traffic to website
>> Better traffic to website
>> Increased % of lease conversions

Branding
>> Increa...
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: ...
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
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
Marketing to the Masses with Social Media
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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.

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Marketing to the Masses with Social Media

  1. 1. Marketing to the Masses with Social Media
  2. 2. Text “follow gregstarr” to 40404
  3. 3. Text “follow 30lines” to 40404
  4. 4. Download the slides at SlideShare.net/30lines
  5. 5. >> Why bother? >> What apartment companies are doing >> What others are doing >> What you can do
  6. 6. “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
  7. 7. The Internet is booming... MyNewPlace estimates over 70% of apartment searches now begin online.
  8. 8. ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites.
  9. 9. Internet searchers are impatient. Less than 10% of searchers read beyond the first three pages of results.
  10. 10. Social media impacts your reputation. One-third of all Internet users post opinions. 36% think more positively about a company that maintains a blog.
  11. 11. Social media? Web 2.0? Kid stuff, right?
  12. 12. “Social media” is people having conversations online.
  13. 13. ...But it’s about more than a conversation.
  14. 14. The best thing to happen to your organization.
  15. 15. >> 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.
  16. 16. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis
  17. 17. Where does it fit? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training
  18. 18. Interactive local search
  19. 19. 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
  20. 20. 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
  21. 21. Vi
  22. 22. Goals • Reduce spending on paid listings. • Build sense of community and exclusivity. • Sell a lifestyle and experience.
  23. 23. Nobody cares about your apartments.
  24. 24. Only using online classifieds
  25. 25. MySpace
  26. 26. Facebook profile
  27. 27. Facebook page
  28. 28. Resident social network
  29. 29. Community blog
  30. 30. Extend your reach.
  31. 31. Give ‘em something to talk about.
  32. 32. Fail fast. Try again.
  33. 33. flickr.com/photos/urbanelife
  34. 34. Ask for the review
  35. 35. Internal Resources >> 2 employees spend 1 - 3 hours per day >> 4 - 6 compensated resident bloggers
  36. 36. Results • Website traffic up over 65%. • Blog traffic up over 4,300%. • Participation in Urbane Lobby tripled.
  37. 37. 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.
  38. 38. Another benefit...
  39. 39. Change the way you think about the entire customer experience.
  40. 40. Change the way you think about customer service.
  41. 41. So what can you do?
  42. 42. “80% of success is showing up.”
  43. 43. NOT ANY MORE
  44. 44. Stop shouting.... Start listening.
  45. 45. Sites to try this week: >> Google Alerts >> Technorati >> TweetBeep >> Google Reader
  46. 46. Find your audience. Find ways to connect.
  47. 47. Find ways to complement your current efforts.
  48. 48. Sites to try: >> Facebook Pages >> Twitter >> Ning >> WordPress >> Local blogs
  49. 49. ...More sites to try: >> Apartment Ratings >> Yelp >> RentWiki >> Flickr >> Vimeo
  50. 50. How does it all fit together?
  51. 51. 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.
  52. 52. A slow drip...
  53. 53. 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
  54. 54. Industry sites and resources: >> Multifamily Insiders >> Resident 2.0 >> LinkedIn groups >> Twitter contacts
  55. 55. 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
  56. 56. Keep learning: >> Groundswell >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com
  57. 57. Build your brand to new heights.
  58. 58. Greg Starr 877.889.5500 gstarr@propertycentric.com PropertyCentric.com Twitter.com/gregstarr
  59. 59. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines

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