AIM 2010 <ul><li>How to Stop Worrying and Start Loving Online Reviews </li></ul><ul><li>Misty Browning </li></ul>
Why get involved? <ul><li>Feedback allows us to improve our brand by better understanding what residents and prospects car...
Goals <ul><li>Customer engagement through collaborative content </li></ul><ul><li>Widened brand exposure and reach </li></...
Try Things on First <ul><li>Beta test with select properties </li></ul><ul><li>Get your hands dirty.  Make sure YOU know h...
Who Manages It After the Test? <ul><li>Site teams in conjunction with Marketing Department </li></ul><ul><ul><li>Marketing...
Training <ul><li>Company wide training </li></ul><ul><ul><li>Social Media White Paper </li></ul></ul><ul><ul><li>Social Me...
Training  cont’d <ul><li>Customer service standards  </li></ul><ul><li>Learning tool </li></ul><ul><ul><li>Sharing reviews...
Embrace the Uniqueness <ul><li>Is it necessary to have ONE voice? </li></ul><ul><ul><li>Let the personalities shine! </li>...
Engagement <ul><li>It starts with the offline relationship </li></ul><ul><li>Next…Encourage engagement online </li></ul><u...
Engagement  cont’d <ul><li>Their voice holds the weight </li></ul><ul><li>Resident retention tool that creates loyalty and...
Legal Considerations <ul><li>Conservative approach – over prepare </li></ul><ul><li>Protect the integrity of your brand </...
Policies <ul><li>Investigate the complaints and concerns </li></ul><ul><li>When property has been damaged or there is pers...
Pearls of Wisdom <ul><li>Feedback is a gift </li></ul><ul><li>Don’t take it personal </li></ul><ul><li>This is one piece o...
Find me… <ul><li>AMLI fan pages </li></ul><ul><li>misty55 </li></ul><ul><li>mistybrowning </li></ul><ul><li>[email_address...
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Stop Worrying and Start Loving Online Reviews - Misty Browning, AMLI Residential

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"How to Stop Worrying and Start Loving Online Reviews" presented from the viewpoint of Misty Browning and AMLI Residential at the 2010 AIM Conference in Huntington Beach, CA. aimconf.com

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Stop Worrying and Start Loving Online Reviews - Misty Browning, AMLI Residential

  1. 1. AIM 2010 <ul><li>How to Stop Worrying and Start Loving Online Reviews </li></ul><ul><li>Misty Browning </li></ul>
  2. 2. Why get involved? <ul><li>Feedback allows us to improve our brand by better understanding what residents and prospects care about </li></ul><ul><li>Opportunity for dialogue – humanize the brand </li></ul><ul><li>Another platform to create brand awareness. </li></ul><ul><li>Ongoing learning tool </li></ul>
  3. 3. Goals <ul><li>Customer engagement through collaborative content </li></ul><ul><li>Widened brand exposure and reach </li></ul><ul><li>Growth of opt-in lists </li></ul><ul><li>Increased traffic to company website </li></ul><ul><li>Improved organic search engine rankings </li></ul>
  4. 4. Try Things on First <ul><li>Beta test with select properties </li></ul><ul><li>Get your hands dirty. Make sure YOU know how to execute before you direct others </li></ul><ul><li>Create a playbook from the beta test </li></ul><ul><ul><li>Includes handbook, guidelines, examples, policies and procedures </li></ul></ul>
  5. 5. Who Manages It After the Test? <ul><li>Site teams in conjunction with Marketing Department </li></ul><ul><ul><li>Marketing Captain roll </li></ul></ul><ul><ul><li>Marketing Department roll </li></ul></ul><ul><li>Why keep it in-house? </li></ul>
  6. 6. Training <ul><li>Company wide training </li></ul><ul><ul><li>Social Media White Paper </li></ul></ul><ul><ul><li>Social Media Handbook </li></ul></ul><ul><li>Site level training </li></ul><ul><ul><li>In person classes </li></ul></ul><ul><ul><li>Monthly social media calls </li></ul></ul><ul><ul><li>Monthly checklists and reviews </li></ul></ul>
  7. 7. Training cont’d <ul><li>Customer service standards </li></ul><ul><li>Learning tool </li></ul><ul><ul><li>Sharing reviews with the group </li></ul></ul><ul><ul><li>Train the group on how to receive the reviews </li></ul></ul>
  8. 8. Embrace the Uniqueness <ul><li>Is it necessary to have ONE voice? </li></ul><ul><ul><li>Let the personalities shine! </li></ul></ul>
  9. 9. Engagement <ul><li>It starts with the offline relationship </li></ul><ul><li>Next…Encourage engagement online </li></ul><ul><ul><li>Where and how? </li></ul></ul><ul><li>I really disagree with this review. I'm a resident here and I love it. Of course when you live in an apartment you're going to hear things from time to time. The maintenience here is execellent, and the office staff has been so helpful since day one. I've been here for 4 months now, and they still remember my name. My favorite thing has to be all the awesome resident activities that take place. The concert is AMAZING!!! Moving from out of town, I didnt know anyone here. Now I have made so many friends here, and I love it. Overall, It's great! I'm actually referring my friend to come live here, because this location is PERFECT! </li></ul><ul><li>Review on ApartmentRatings.com </li></ul>
  10. 10. Engagement cont’d <ul><li>Their voice holds the weight </li></ul><ul><li>Resident retention tool that creates loyalty and relationships </li></ul><ul><li>A couple stories </li></ul>
  11. 11. Legal Considerations <ul><li>Conservative approach – over prepare </li></ul><ul><li>Protect the integrity of your brand </li></ul><ul><li>Same advertising guidelines apply </li></ul><ul><ul><li>Compliance with sites’ Terms of Use </li></ul></ul><ul><ul><li>Compliance with privacy laws </li></ul></ul><ul><ul><li>Fair Housing compliance </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  12. 12. Policies <ul><li>Investigate the complaints and concerns </li></ul><ul><li>When property has been damaged or there is personal injury </li></ul><ul><li>Employee involvement at a personal level </li></ul><ul><li>Who has the authority to respond </li></ul><ul><li>How to differentiate between personal opinion and company views </li></ul>
  13. 13. Pearls of Wisdom <ul><li>Feedback is a gift </li></ul><ul><li>Don’t take it personal </li></ul><ul><li>This is one piece of a well integrated marketing mix </li></ul><ul><li>Keep educating yourself and your team </li></ul><ul><li>Learn from others’ mistakes </li></ul><ul><li>The playbook is a living document </li></ul>
  14. 14. Find me… <ul><li>AMLI fan pages </li></ul><ul><li>misty55 </li></ul><ul><li>mistybrowning </li></ul><ul><li>[email_address] </li></ul>

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