Social Media:
                          Marketing the Millennial Way



Tuesday, March 10, 2009
I am
                           NOT
                            Eric
                          Brown.
Tuesday, March 10, 2...
Download the slides at
                          SlideShare.net/30lines




Tuesday, March 10, 2009
>> Background
          >> What Urbane is doing
          >> What others are doing
          >> What you can do




Tuesda...
“The power of the consumer’s voice
            has never been stronger...
            It’s impacted consumer behavior
    ...
The Internet is booming...

                              MyNewPlace estimates over 70%
                          of apart...
... Yet, your website is less important.

                           53% of online users consume content
                 ...
Internet searchers are impatient.

                             Less than 10% of searchers read
                          ...
Social media impacts your reputation.

                          One-third of all Internet users post opinions.
          ...
Social media?
                             Web 2.0?
                          Kid stuff, right?


Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
“Social media” is people
                          having conversations online.



Tuesday, March 10, 2009
...But it’s about more than a
                                   conversation.




Tuesday, March 10, 2009
The best thing to happen
                            to your organization.




Tuesday, March 10, 2009
>> It levels the playing eld
             by giving you a voice.
          >> It gives you a direct connection
           ...
Those conversations are powered by...

                          • Social networks         • Widgets
                     ...
Where does it t?
                          >>   Marketing
                          >>   Branding
                        ...
Tuesday, March 10, 2009
Goals
                          • Reduce spending on paid listings.
                          • Build sense of community a...
Nobody cares about
                           your apartments.


Tuesday, March 10, 2009
Only using online classi eds

Tuesday, March 10, 2009
MySpace

Tuesday, March 10, 2009
Facebook pro le

Tuesday, March 10, 2009
Facebook page

Tuesday, March 10, 2009
Resident social network

Tuesday, March 10, 2009
Community blog

Tuesday, March 10, 2009
Extend your reach.




Tuesday, March 10, 2009
Give ‘em something
                             to talk about.


Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Fail fast.
                          Try again.


Tuesday, March 10, 2009
ickr.com/photos/urbanelife

Tuesday, March 10, 2009
Ask for the review

Tuesday, March 10, 2009
Internal Resources
                            >> 2 employees spend 1 - 3 hours per day




                             >...
Change the way you think about
                          the entire customer experience.




Tuesday, March 10, 2009
Results
                          • Website traffic up over 65%.
                          • Blog traffic up over 4,300%.
    ...
Results
                          • No paid advertising in past six months.
                          • Nearly 100% increa...
Another bene t...

Tuesday, March 10, 2009
Another bene t...

Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Tuesday, March 10, 2009
Change the way you think
                           about customer service.



Tuesday, March 10, 2009
Tuesday, March 10, 2009
Gary Vaynerchuk


Tuesday, March 10, 2009
Tuesday, March 10, 2009
Change the way you think
                          about what you’re selling.



Tuesday, March 10, 2009
So what can you do?




Tuesday, March 10, 2009
“80% of success is showing up.”



Tuesday, March 10, 2009
NOT ANY MORE



Tuesday, March 10, 2009
Stop shouting....
                           Start listening.




Tuesday, March 10, 2009
Find your audience. Find ways to connect.

Tuesday, March 10, 2009
Find ways to complement
                             your current efforts.



Tuesday, March 10, 2009
A slow drip...




Tuesday, March 10, 2009
Marketing
                  >> Increased traffic to website
                  >> Better traffic to website
                  >...
Look at the whole picture.
               >> Your brand is how people perceive you.
                  What other say about...
Five sites to try this week:
               >> Google Alerts
               >> Facebook
               >> Yelp
           ...
...And ve more:
               >> RentWiki
               >> Delicious
               >> Flickr
               >> Vimeo
  ...
Keep learning:
               >> Groundswell
               >> Cluetrain Manifesto
               >> Tribes
              ...
Build your brand to new heights.
Tuesday, March 10, 2009
Mike Whaling
                          386.795.8000
                          mike@30lines.com

                          ...
Social Media: Marketing the Millennial Way
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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 Minnesota Multi Housing Association on March 10, 2009.

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  • Housekeeping items...

    “the guy behind the guy...”
  • No need to take notes...

    Audience level of experience: Facebook? MySpace? Property blog? Blogging this now? Twitter? Twittering this now?



  • From Universal McCann
  • This is actually where the name 30 Lines comes from...
  • This is actually where the name 30 Lines comes from...

  • 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.
  • 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.

    (Note the cell phone in the foreground ... How times change, eh?)













  • Urbane Lobby: See this at UrbaneLobby.com ... Online community, incorporates ResidentHub, about 40-45% of residents participate.

    Leasing staff sells as virtual clubhouse.

    Cost: $30/month

  • Urbane is selling an experience thats reaches beyond its residents. VIP cards (given to residents, sold to anyone else)

    Discounts to local vendors. Vendors get stickers to put in their windows, so the Urbane logo will end up plastered all over town!

  • Text messaging program...
  • In all her glory...
  • More examples...


  • All of this has to mean something for your business, right? Let’s turn these happy residents into our best salespeople...
  • Question I get a lot: How much work does all of this take?






  • What others are doing... Start with a critical business function: Customer Service.







  • My favorite line from Gary V.: “Want a marketing plan? CARE.”

    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.


  • Woody Allen once said, “80% of success is showing up.”

  • Get out of broadcast mode and start listening to your customers.
  • 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.
  • Online tactics don’t play out in a vacuum, and they don’t replace your current marketing efforts.

    Urbane puts itself at a disadvantage.
  • Not going to happen overnight...





  • One last great example ...
  • Transcript of "Social Media: Marketing the Millennial Way"

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

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