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Using Social Media to Attract and Retain Residents

Using Social Media to Attract and Retain Residents

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What is social media? How can it be used by property managers to attract and retain residents? How can it be used by non-profits to connect with volunteers and donors? These questions and more are …

What is social media? How can it be used by property managers to attract and retain residents? How can it be used by non-profits to connect with volunteers and donors? These questions and more are answered with a strategic overview and lots of examples and case studies.

This was originally presented by Mike Whaling of 30 Lines at the Housing Iowa Conference 2009 in Des Moines, Iowa.

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  • 1. Using Social Media
    to Attract and Retain Residents
    Mike Whaling, 30 LinesSeptember 10, 2009
  • 2. Download the slides at
    SlideShare.net/30lines
  • 3. For today:
    >> Identify strategies to engage current and
    prospective customers.
    >> Identify tools to listen to, join and lead
    online conversations.
    >> Incorporate these ideas into daily operations
    and long-term plans.
    >> Have our own conversation.
  • 4. “The power of the consumer's voice
    has never been stronger...
    It's impacting consumer behavior
    and how companies operate.”
    David Daniels, VP & Research Director, Jupiter Research
  • 5. “A great brand can take months,
    if not years, and millions of dollars to build.
    It can be destroyed in hours
    by a blogger upset with your company.”
    Andy Beal, MarketingPilgrim.com
  • 6. “Over 90% of search engine users
    either find what they are looking for,
    revise their search or give up within
    the first three pages of results.”
    Search Engine User Behavior Study, iProspect
  • 7. “53% of the content a user reads about
    a company online comes from sources
    other than that company’s website...”
    International Social Media Research, Universal McCann
  • 8. Social media?
    Web 2.0?
    Kid stuff, right?
  • 9. >> More popular than email
    >> Twitter bigger than NY Times
    >> Facebook – 300M users
    >> 77% read blogs
  • 10. The best thing to happen
    to your organization.
  • 11. >> It levels the playing field by
    giving you a voice.
    >> It gives you a direct connection
    to your customers and stakeholders.
    >> It gives your stakeholders a direct
    connection to each other.
  • 12. Social media is people
    having conversations … online.
  • 13. Those conversations are powered by…
    >> Social networks
    >> Blogs
    >> Online chat
    >> Podcasts
    >> RSS
    >>Microblogs
    >> Widgets
    >> Social bookmarks
    >> Message boards
    >> Photo sharing sites
    >> Video sharing sites
    >> Wikis
    >> And much, much more…
  • 14. It’s not…
    It is…
    > Traditional marketing
    > Easy sales/donations
    > Free
    > Stand alone
    > Insightful
    > Conversational
    >Targeted
    > Cross-functional
    “It’s not how many, it’s how good.”
    Peter Shankman
  • 15. “The influx of charities and non-profits
    to platforms like Facebook and Twitter
    could result in noise, congestion and
    outright apathy. Spreading awareness of
    a good cause grows difficult when that
    good cause starts to seem like spam.
    If one tweet after another is seeking
    donations, people might just get fed up.”
    Caroline McCarthy, CNET
  • 16. Getting started:
    Where does it fit?
  • 17. Listen >> Understand what your customers
    are saying about you brand.
    Network >> Leading the online conversation is the
    best way to communicate your message.
    Energize >> Give fans the tools they need
    to share your message among their peers.
    Embrace >> Ask clients for new ideas that drive
    better service and greater innovation.
    Support >> Enable customers to help each other
    when service issues arise.
  • 18. Understand your audiences.
    Your message. Your goals.
  • 19. Dig into the toolbox.
  • 20. Photo credit: Mika Hiironniemi, Flickr
    Listen.
  • 21. Who are you trying to reach?
    Where are they online?
    What are they saying?
  • 22. Tools for Listening:
    >> Search Engines
    >> Google Alerts
    >>Filtrbox
    >>Technorati
    >>BoardTracker
    >> RSS
    >> Bit.ly
    >>TweetBeep / Twilert
    >> Review Sites
    >>Trackur
    >> Radian6
    >>OneRiot
  • 23. Photo credit: hippydream, Flickr
    Start networking.
  • 24. Joining the Conversation
    >> Learn the rules.
    >> Be interested. Be interesting.
    >> Leave a trail.
    >> Start courting customers and influencers.
  • 25. Be approachable.
  • 26. It’s not about you.
  • 27.
  • 28.
  • 29.
  • 30. Tools for Networking:
    >> Website
    >> Email
    >> Blogs
    >> Social Networks
    >> Video Sharing
    >> Social Networks
    >> Twitter
    >> Photo Sharing
    >> Discussion Boards
  • 31. Energize your base.
    Photo credit: kbaird, Flickr
  • 32.
  • 33.
  • 34. Tools for Energizing:
    >>ShareThis
    >>StumbleUpon
    >>Digg
    >>Ning
    >> Video Sharing
    >> Blogs
    >> Widgets
    >> Social Bookmarks
    >> Web Applications
    >> Photo Sharing
  • 35. Embrace your biggest fans.
    Photo credit: william couch, Flickr
  • 36.
  • 37. “We’re just AWESOME…”
  • 38. Tools for Embracing:
    >>SuggestionBox
    >>GetSatisfaction
    >> Surveys
    >> Twitter
    >> Yelp
    >>IdeaScale
    >> Polls
    >> Social Networks
    >> Kudzu
    >> Facebook Fan Page
  • 39. Support what you’ve started.
    Photo credit: səthsquatch, Flickr
  • 40.
  • 41. Tools for Supporting:
    >>GetSatisfaction
    >> Google Groups
    >> Customer forums
    >> Twitter
    >> Wikis
    >> Yahoo Answers
    >> Review Sites
    >> How-to videos
  • 42. Does it work?
  • 43.
  • 44.
  • 45. Urbane goals
    >>Reduce spending on paid listings
    >>Build sense of community and exclusivity
    >>Sell a lifestyle and experience
  • 46. Give residents their own space.
  • 47. Become a community hub.
  • 48. Ask for the review.
  • 49. How they make it happen
    2.5 employees spend 1-3 hours a day
    6-8 compensated resident bloggers
  • 50. Urbane Results
    >> Website traffic up 65%
    >> Blog traffic grows 35% monthly
    >> Participation in Urbane Lobby up 400%
  • 51. Urbane Results
    >> No paid advertising in past eight months
    >> Nearly 100% increase in lease conversion
    >> Rents consistently higher per square foot
    than local competition
    >> Brand awareness drives referrals and
    resident retention
  • 52. One More Benefit…
  • 53.
  • 54. Coalition for the Homeless
    Overall goals:
    >> Increase online brand recognition
    >> Reach a new demographic
    >> Create a dialogue with donors and volunteers
    >> Position the Coalition as an authority
    >> Encourage active involvement
  • 55. Five-step process:
    >> Research and listen
    >> Lay the groundwork
    >> Create sites and add content
    >> Maintain ongoing rhythms
    >> Evaluate success
  • 56. Orlando “Can” Care Challenge
    >> Situation: Decrease in food donations
    >> Idea: Food drive powered by social media
    >> Goal: Collect 400 pounds of food
    >> Implementation: Blog, Twitter, Facebook, Flickr
    >> Result: Raised 1,000+ pounds of food
  • 57. “Social media matters to the Coalition
    because when they needed extra help,
    their online network – people who were
    strangers just months ago – stepped up
    to the plate.”
  • 58. What now?
  • 59. Test the water.
  • 60. Pin down your goals.
    >> It’s not just about marketing.
    • Customer service, public relations, recruiting
    • 61. Clients, prospects, vendors, shareholders
    >> Online tactics don’t play out in a vacuum,
    and they don’t replace current offline efforts.
  • 62. Start here:
    >> Sign up for Google Alerts.
    >> Create a Facebook Page.
    >> Claim your Twitter account.
    >> Join one local/industry-specific site.
    >> Get blogging!
  • 63. “80% of success is showing up.”
  • 64. Build your presence.
    >> Create communication hubs.
    >> Set up profile pages.
    >> Keep the message consistent.
    >> Don’t forget maps and listings sites.
    >> Keep them current.
  • 65. Steer the message.
    Photo credit: peminumkopi, Flickr
  • 66. Steer the Message
    >> Create for your audience, not your ego.
    >> Embrace influencers.
    >> Use tools to spread your reach.
  • 67. Track your progress.
    Photo credit: Craig Rodway, Flickr
  • 68. Tracking Your Success:
    >> Google Analytics
    >>Quantcast
    >>Feedburner
    >> Facebook Insights
    >> Yahoo Analytics
    >>Technorati
    >>IceRocket
  • 69. Obstacles
    Photo credit: roujo, Flickr
  • 70. Obstacles
    >> What’s the ROI? – “Risk Of Inaction”
    >> “It’s a fad.” – Fundamental change in habits
    >> “I don’t have the time.”
  • 71. Keep learning.
    >> Groundswell
    >> Trust Agents (and ChrisBrogan.com)
    >> SearchEngineGuide.com
    >> SocialMediaToday.com
    >> Hello! My Name is Scott.
  • 72. Industry resources
    >> MultifamilyInsiders.com
    >> PropertyManager.com
    >> ApartmentMarketingBlog.com
    >> TheApartmentNerd.com
    >> ApartmentVeteran.com
  • 73. #AptChat
    twitter.com/aptchat
  • 74. Look at the whole picture.
    >> Your brand is how people perceive you.
    What others say about you is more
    important than ever.
    >> Like it or not, social media leads to
    conversations about your company.
    Participating helps you control the message.
  • 75. Let’s connect.
    Mike Whaling
    386.795.8000
    mike@30lines.com
    30lines.com
    Facebook.com/30lines
    Twitter.com/30lines
    Slides at SlideShare.net/30lines