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Social Media: Marketing the Millennial Way

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Mike Whaling of 30 Lines presents a case study about Urbane Apartments and their use of social media as a communication channel for marketing and customer service. Originally presented to the ...

Mike Whaling of 30 Lines presents a case study about Urbane Apartments and their use of social media as a communication channel for marketing and customer service. Originally presented to the Minnesota Multi Housing Association on March 10, 2009.

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  • Housekeeping items... <br /> <br /> “the guy behind the guy...” <br />
  • No need to take notes... <br /> <br /> Audience level of experience: Facebook? MySpace? Property blog? Blogging this now? Twitter? Twittering this now? <br />
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  • From Universal McCann <br />
  • This is actually where the name 30 Lines comes from... <br />
  • This is actually where the name 30 Lines comes from... <br />
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  • Imagine your property website is a single match ... If I light that match, it puts off light, and I can probably see it in a dark room. <br />
  • Now imagine your best customers, your biggest fans, are all shining a light on you. Probably changes how other people might view your business, right? This is what you really want... Let’s find ways to get our biggest fans shining their light on us. <br /> <br /> (Note the cell phone in the foreground ... How times change, eh?) <br />
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  • Urbane Lobby: See this at UrbaneLobby.com ... Online community, incorporates ResidentHub, about 40-45% of residents participate. <br /> <br /> Leasing staff sells as virtual clubhouse. <br /> <br /> Cost: $30/month <br />
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  • Urbane is selling an experience thats reaches beyond its residents. VIP cards (given to residents, sold to anyone else) <br /> <br /> Discounts to local vendors. Vendors get stickers to put in their windows, so the Urbane logo will end up plastered all over town! <br />
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  • Text messaging program... <br />
  • In all her glory... <br />
  • More examples... <br />
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  • All of this has to mean something for your business, right? Let’s turn these happy residents into our best salespeople... <br />
  • Question I get a lot: How much work does all of this take? <br />
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  • What others are doing... Start with a critical business function: Customer Service. <br />
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  • My favorite line from Gary V.: “Want a marketing plan? CARE.” <br /> <br /> Transformed a $2 million family wine store in NJ into a $60 million global wine destination. Gary is hosting a “Thunder Cruise,” secured a book deal, now travels the world speaking about social media and how businesses can benefit from social media. <br />
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  • Woody Allen once said, “80% of success is showing up.” <br />
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  • Get out of broadcast mode and start listening to your customers. <br />
  • Use tools like Google Alerts, Google Blog Search, Twitter Search, and Technorati to identify where conversations are happening ... conversations about you, your brand, your staff, your neighborhood, your competition, anything relevant to your business. <br />
  • Online tactics don’t play out in a vacuum, and they don’t replace your current marketing efforts. <br /> <br /> Urbane puts itself at a disadvantage. <br />
  • Not going to happen overnight... <br />
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  • One last great example ... <br />

Social Media: Marketing the Millennial Way Presentation Transcript

  • 1. Tuesday, March 10, 2009
  • 2. Social Media: Marketing the Millennial Way Tuesday, March 10, 2009
  • 3. I am NOT Eric Brown. Tuesday, March 10, 2009
  • 4. Download the slides at SlideShare.net/30lines Tuesday, March 10, 2009
  • 5. >> Background >> What Urbane is doing >> What others are doing >> What you can do Tuesday, March 10, 2009
  • 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 Tuesday, March 10, 2009
  • 7. The Internet is booming... MyNewPlace estimates over 70% of apartment searches now begin online. Tuesday, March 10, 2009
  • 8. ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites. Tuesday, March 10, 2009
  • 9. Internet searchers are impatient. Less than 10% of searchers read beyond the rst three pages of results. Tuesday, March 10, 2009
  • 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. Tuesday, March 10, 2009
  • 11. Social media? Web 2.0? Kid stuff, right? Tuesday, March 10, 2009
  • 12. Tuesday, March 10, 2009
  • 13. Tuesday, March 10, 2009
  • 14. “Social media” is people having conversations online. Tuesday, March 10, 2009
  • 15. ...But it’s about more than a conversation. Tuesday, March 10, 2009
  • 16. The best thing to happen to your organization. Tuesday, March 10, 2009
  • 17. >> It levels the playing eld by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other. Tuesday, March 10, 2009
  • 18. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis Tuesday, March 10, 2009
  • 19. Where does it t? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training Tuesday, March 10, 2009
  • 20. Tuesday, March 10, 2009
  • 21. Goals • Reduce spending on paid listings. • Build sense of community and exclusivity. • Sell a lifestyle and experience. Tuesday, March 10, 2009
  • 22. Nobody cares about your apartments. Tuesday, March 10, 2009
  • 23. Only using online classi eds Tuesday, March 10, 2009
  • 24. MySpace Tuesday, March 10, 2009
  • 25. Facebook pro le Tuesday, March 10, 2009
  • 26. Facebook page Tuesday, March 10, 2009
  • 27. Resident social network Tuesday, March 10, 2009
  • 28. Community blog Tuesday, March 10, 2009
  • 29. Extend your reach. Tuesday, March 10, 2009
  • 30. Give ‘em something to talk about. Tuesday, March 10, 2009
  • 31. Tuesday, March 10, 2009
  • 32. Tuesday, March 10, 2009
  • 33. Tuesday, March 10, 2009
  • 34. Fail fast. Try again. Tuesday, March 10, 2009
  • 35. ickr.com/photos/urbanelife Tuesday, March 10, 2009
  • 36. Ask for the review Tuesday, March 10, 2009
  • 37. Internal Resources >> 2 employees spend 1 - 3 hours per day >> 4 - 6 compensated resident bloggers Tuesday, March 10, 2009
  • 38. Change the way you think about the entire customer experience. Tuesday, March 10, 2009
  • 39. Results • Website traffic up over 65%. • Blog traffic up over 4,300%. • Participation in Urbane Lobby tripled. Tuesday, March 10, 2009
  • 40. 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. Tuesday, March 10, 2009
  • 41. Another bene t... Tuesday, March 10, 2009
  • 42. Another bene t... Tuesday, March 10, 2009
  • 43. Tuesday, March 10, 2009
  • 44. Tuesday, March 10, 2009
  • 45. Tuesday, March 10, 2009
  • 46. Tuesday, March 10, 2009
  • 47. Tuesday, March 10, 2009
  • 48. Change the way you think about customer service. Tuesday, March 10, 2009
  • 49. Tuesday, March 10, 2009
  • 50. Gary Vaynerchuk Tuesday, March 10, 2009
  • 51. Tuesday, March 10, 2009
  • 52. Change the way you think about what you’re selling. Tuesday, March 10, 2009
  • 53. So what can you do? Tuesday, March 10, 2009
  • 54. “80% of success is showing up.” Tuesday, March 10, 2009
  • 55. NOT ANY MORE Tuesday, March 10, 2009
  • 56. Stop shouting.... Start listening. Tuesday, March 10, 2009
  • 57. Find your audience. Find ways to connect. Tuesday, March 10, 2009
  • 58. Find ways to complement your current efforts. Tuesday, March 10, 2009
  • 59. A slow drip... Tuesday, March 10, 2009
  • 60. 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 Tuesday, March 10, 2009
  • 61. 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. Tuesday, March 10, 2009
  • 62. Five sites to try this week: >> Google Alerts >> Facebook >> Yelp >> Multifamily Insiders >> Twitter Tuesday, March 10, 2009
  • 63. ...And ve more: >> RentWiki >> Delicious >> Flickr >> Vimeo >> Ning Tuesday, March 10, 2009
  • 64. Keep learning: >> Groundswell >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com Tuesday, March 10, 2009
  • 65. Build your brand to new heights. Tuesday, March 10, 2009
  • 66. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines Tuesday, March 10, 2009