Using Social Media<br />to Attract and Retain Residents<br />Mike Whaling, 30 LinesSeptember 10, 2009<br />
Download the slides at<br />SlideShare.net/30lines<br />
For today:<br />&gt;&gt;  Identify strategies to engage current and <br />        prospective customers. <br />&gt;&gt;  I...
“The power of the consumer&apos;s voice <br />has never been stronger... <br />It&apos;s impacting consumer behavior <br /...
“A great brand can take months, <br />if not years, and millions of dollars to build. <br />It can be destroyed in hours <...
“Over 90% of search engine users <br />either find  what they are looking for, <br />revise their search or give up within...
“53% of the content a user reads about <br />a company online comes from sources <br />other than that company’s website.....
Social media?<br />Web 2.0?<br />Kid stuff, right?<br />
&gt;&gt; More popular than email<br />&gt;&gt; Twitter bigger than NY Times<br />&gt;&gt; Facebook – 300M users<br />&gt;&...
The best thing to happen<br />to your organization.<br />
&gt;&gt;  It levels the playing field by <br />        giving you a voice.<br />&gt;&gt;  It gives you a direct connection...
Social media is people <br />having conversations … online.<br />
Those conversations are powered by…<br />&gt;&gt;  Social networks<br />&gt;&gt;  Blogs<br />&gt;&gt;  Online chat<br />&g...
It’s not…<br />It is…<br />&gt; Traditional marketing<br />&gt; Easy sales/donations<br />&gt; Free<br />&gt; Stand alone<...
“The influx of charities and non-profits <br />to platforms like Facebook and Twitter <br />could result in noise, congest...
Getting started:<br />Where does it fit?<br />
Listen 	      &gt;&gt;	Understand what your customers <br />			are saying about you brand.<br />Network	      &gt;&gt;	Lea...
Understand your audiences.<br />Your message. Your goals.<br />
 Dig into the toolbox.<br />
Photo credit: Mika Hiironniemi, Flickr<br />Listen.<br />
Who are you trying to reach?<br />Where are they online?<br />What are they saying?<br />
Tools for Listening:<br />&gt;&gt;  Search Engines<br />&gt;&gt;  Google Alerts<br />&gt;&gt;Filtrbox<br />&gt;&gt;Technor...
Photo credit: hippydream, Flickr<br />Start networking.<br />
Joining the Conversation<br />&gt;&gt;  Learn the rules. <br />&gt;&gt;  Be interested. Be interesting.<br />&gt;&gt;  Lea...
Be approachable.<br />
It’s not about you.<br />
Tools for Networking:<br />&gt;&gt;  Website<br />&gt;&gt;  Email<br />&gt;&gt;  Blogs<br />&gt;&gt;  Social Networks<br /...
Energize your base.<br />Photo credit: kbaird, Flickr<br />
Tools for Energizing:<br />&gt;&gt;ShareThis<br />&gt;&gt;StumbleUpon<br />&gt;&gt;Digg<br />&gt;&gt;Ning<br />&gt;&gt;  V...
 Embrace your biggest fans.<br />Photo credit: william couch, Flickr<br />
 “We’re just AWESOME…”<br />
Tools for Embracing:<br />&gt;&gt;SuggestionBox<br />&gt;&gt;GetSatisfaction<br />&gt;&gt;  Surveys<br />&gt;&gt;  Twitter...
 Support what you’ve started.<br />Photo credit: səthsquatch, Flickr<br />
Tools for Supporting:<br />&gt;&gt;GetSatisfaction<br />&gt;&gt;  Google Groups<br />&gt;&gt;  Customer forums<br />&gt;&g...
Does it work?<br />
Urbane goals<br />&gt;&gt;Reduce spending on paid listings<br />&gt;&gt;Build sense of community and exclusivity<br />&gt;...
Give residents their own space.<br />
Become a community hub.<br />
Ask for the review.<br />
How they make it happen<br />2.5 employees spend 1-3 hours a day<br />6-8 compensated resident bloggers<br />
Urbane Results<br />&gt;&gt; Website traffic up 65%<br />&gt;&gt; Blog traffic grows 35% monthly<br />&gt;&gt; Participati...
Urbane Results<br />&gt;&gt; No paid advertising in past eight months<br />&gt;&gt;  Nearly 100% increase in lease convers...
One More Benefit…<br />
Coalition for the Homeless<br />Overall goals:<br />&gt;&gt;  Increase online brand recognition<br />&gt;&gt;  Reach a new...
Five-step process:<br />&gt;&gt;  Research and listen<br />&gt;&gt;  Lay the groundwork<br />&gt;&gt;  Create sites and ad...
Orlando “Can” Care Challenge<br />&gt;&gt;  Situation: Decrease in food donations<br />&gt;&gt;  Idea: Food drive powered ...
“Social media matters to the Coalition <br />because when they needed extra help, <br />their online network – people who ...
What now?<br />
 Test the water.<br />
Pin down your goals.<br />&gt;&gt;  It’s not just about marketing.<br /><ul><li>  Customer service, public relations, recr...
  Clients, prospects, vendors, shareholders</li></ul>&gt;&gt;  Online tactics don’t play out in a vacuum, <br />        an...
Start here:<br />&gt;&gt;  Sign up for Google Alerts.<br />&gt;&gt;  Create a Facebook Page.<br />&gt;&gt;  Claim your Twi...
 “80% of success is showing up.”<br />
Build your presence.<br />&gt;&gt;  Create communication hubs. <br />&gt;&gt;  Set up profile pages. <br />&gt;&gt;  Keep ...
 Steer the message.<br />Photo credit: peminumkopi, Flickr<br />
Steer the Message<br />&gt;&gt;  Create for your audience, not your ego. <br />&gt;&gt;  Embrace influencers. <br />&gt;&g...
 Track your progress.<br />Photo credit: Craig Rodway, Flickr<br />
Tracking Your Success:<br />&gt;&gt;  Google Analytics<br />&gt;&gt;Quantcast<br />&gt;&gt;Feedburner<br />&gt;&gt;  Faceb...
 Obstacles<br />Photo credit: roujo, Flickr<br />
Obstacles<br />&gt;&gt;  What’s the ROI? – “Risk Of Inaction” <br />&gt;&gt;  “It’s a fad.” – Fundamental change in habits...
Keep learning.<br />&gt;&gt;  Groundswell<br />&gt;&gt;  Trust Agents (and ChrisBrogan.com)<br />&gt;&gt;  SearchEngineGui...
Industry resources<br />&gt;&gt;  MultifamilyInsiders.com<br />&gt;&gt;  PropertyManager.com<br />&gt;&gt;  ApartmentMarke...
#AptChat<br />twitter.com/aptchat<br />
Look at the whole picture.<br />&gt;&gt;  Your brand is how people perceive you. <br />        What others say about you i...
Let’s connect.<br />Mike Whaling<br />386.795.8000<br />mike@30lines.com<br />30lines.com<br />Facebook.com/30lines<br />T...
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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 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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Using Social Media to Attract and Retain Residents

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

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