Demystifying Social Media Israel Carunungan Vice President of Marketing The Bozzuto Group April 30, 2009

Two-time Property Management Company of the Year by NAHB Pillars Multifamily (2000 and 2009) 28,000 apartment homes / 95 properties in 6 States Two-thirds of portfolio is third-party ownership 700+ onsite personnel Product types from ultra-luxury to affordable housing

Two-time Property Management Company of the Year by NAHB Pillars Multifamily (2000 and 2009)

28,000 apartment homes / 95 properties in 6 States

Two-thirds of portfolio is third-party ownership

700+ onsite personnel

Product types from ultra-luxury to affordable housing

MYTH: Social Media Is Just a Fad

MYTH: Social Media Is Just a Fad If I ignore it, it’ll go away It’s a two-way dialogue now We no longer have exclusive control of the message I’m scared people will say bad things about my property

MYTH: Social Media Generates Leads Like the ILSs LEADS LEASES APARTMENT LISTING Subscription Model Locator Services

Marketing from the Inside Out BOZZUTO EVANGELISTS RESIDENTS SOCIAL MEDIA Online Communities Blogs/Microblogs Photo & Video Sharing Peer Reviews Social Networks Long Tail Marketing Online Referral

Customer Interaction Resident Surveys Proactive Onsite Approach Word of Mouth / Resident Referral Resident Retention Happy Bozzuto Resident

MYTH: Social Media Is Easy “ Set it and Forget it!”

MYTH: Social Media Is Easy Community News Resident Events Neighborhood Activities Resident Posts, Photos, Videos, Updates, Updates, Updates

MYTH: Social Media Is Easy Marketing / Advertising Branding Resident Retention Customer Service And It Ain’t a Magic Bullet Either

Marketing / Advertising

Branding

Resident Retention

Customer Service

FACT: Social Media is Full of Opportunities Know what people are saying DO NOT IGNORE IT! Participate in the conversation Leverage the technology “ Energize Your Base” Don’t be afraid of feedback

Know what people are saying

DO NOT IGNORE IT!

Participate in the conversation

Leverage the technology

“ Energize Your Base”

Don’t be afraid of feedback

FACT: Social Media is Full of Opportunities

Israel Carunungan [email_address] http://twitter.com/MktgGuru http://www.linkedin.com/in/israelcarunungan