"Social Media: 'It goes to 11'" - Allison Crabtree (Bell Partners) - 2009 Apartment Internet Marketing Conference
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"Social Media: 'It goes to 11'" - Allison Crabtree (Bell Partners) - 2009 Apartment Internet Marketing Conference

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Alison Crabtree, Director of Strategic and Internet Marketing, Bell Partners presents on how Bell Partners uses social media to help market and lease out apartments at each of the properties they......

Alison Crabtree, Director of Strategic and Internet Marketing, Bell Partners presents on how Bell Partners uses social media to help market and lease out apartments at each of the properties they manage. Allison provides a real case study and includes the methodology her organization uses to accomplish this task.

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Transcript

  • 1. Social Media: “It goes to 11” Allison Crabtree, Director of Marketing Bell Partners Formerly Steven D. Bell & Co. April 30, 2009
  • 2. Say what?
    • Steven D. Bell and Company is now Bell Partners!
    • Top 10 Apartment Managers (NMHC)
      • About 3,000 employees
      • 61,000+ units
      • 200+ properties
      • Founded in 1976
      • Private Company (Multifamily, Senior Living, and Commercial)
  • 3.  
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. First things first…
    • Social Media Is NOT:
      • Having accounts with Twitter, Facebook, MySpace, etc.
      • Surfing the web
      • “Easy”
    • Social Media Is:
      • Engaging in a two way conversation with your customers
      • A revenue generator
      • Time intensive
      • Electronic “word of mouth”
  • 13. There’s a lot to understand…
  • 14. Bell Partners Social Media- Why?
    • To be one of the first multifamily management companies to use social media to add value through non-traditional techniques
    • User generated content- by people for people
    • New technology = New way to work with customers
    • We wanted “real”:
      • Feedback
      • Organization
      • Promotion
    • Pull vs. Push
    • Uh….why not?
  • 15. Bell Partners Social Media- How?
    • Small Controlled Beta Group
    • Generated Support and Excitement
    • Started with MySpace, then Facebook, Twitter, etc.
    • Tracked Results
    • Monthly Reports to the Entire Company
    • Created Training and Support Systems
    • Created Risk Management Systems
    • Added to Corporate Audit
  • 16. Bell Partners Social Media- Who?
    • “Owned” by the Marketing team
    • “Managed” regularly by site teams
    • Dedicated one corporate resource for support to build processes
    • Company support from the President down
      • I don’t get it, but I know it’s important. Let’s do what we have to do to “keep it real!”
  • 17. Sharing Successes
  • 18.  
  • 19. Data Tracking- Pros and Cons
  • 20. Bell Partners
    • Challenges
      • Generating Top Down Support and Buy-In
      • Ongoing Training and Continued Engagement
      • Data Tracking
      • Measuring ROI?
      • Risk Management
      • Company Size and Roll-out plan
    • Successes
      • WOM Training
      • Generating Buzz
      • Generating Leads/Leases
      • Collecting Delinquent Rent
      • SEO
      • Cap/Trans Leads
      • Resident and Employee Communication
  • 21. So many choices…
    • Social Networking
      • MySpace, Facebook, and coming soon an internal and external Bell network
    • Social Networking/Microblogging
      • Twitter
    • Photo Sharing
      • Flickr
    • Video Sharing
      • YouTube
    • Product/Neighborhood Reviews
      • Yelp.com, RentWiki.com
  • 22. Social Media: An Extension of Word of Mouth
    • What forms of word of mouth will experience the most growth in the next
    • few years ?
    • Social media marketing 37%
    • Social network marketing 35%
    • Mobile marketing 34%
    • User-generated Content 31%
    • Influencer marketing 28%
    • Brand communities 20%
    • Customer forums 17%
    • Branded entertainment 16%
    • Cause-related marketing 14%
    • Brand microblogging 14%
    • Buzz marketing 13%
    • Corporate/brand blogging 11%
    • Source: Agent Wildfire, 2009
  • 23. Facebook Fan Page
  • 24. Showing Personality through being “Real”
  • 25. Using Online Classifieds with Social Media
  • 26. Twitter
  • 27. Conversation with Residents
  • 28. Properties can get creative… www.myspace.com/springs_at_tyvola_centre Great song written and performed by maintenance technician!
  • 29. Fact
    • Social Media
    • is not
    • just for the
    • “ marketing”
    • department.
  • 30. Bell’s Top 10 Lie’s of Social Media
  • 31. Lie #1: Old school is still cool
  • 32. Lie #2: Use fake photos
    • Original Good BEST! ;)
  • 33. Lie #3: It’s just web surfing
    • Social Media is just playing on MySpace and Facebook all day and friending random people.
  • 34. Lie #4: One Size Fits All
    • Everyone’s objectives are the same.
  • 35. Lie #5: It’s a Race
    • “ All social media and networking sites are like…the
    • same thing, right? YouSpace, MyTube, FriendBook,
    • LinkedOut, Twiendster, Flicky, Dug. Whatever. Sign
    • up all at once.”
    • Don’t collaborate.
  • 36. Lie #6: All people are stupid.
    • State-of-the-art fitness center?
  • 37. Lie #7: If you don’t tell them, how will they know?
  • 38. Lie #8: Skate where the puck is?
    • “ A good hockey player plays where the puck is. A
    • great hockey player plays where the puck is going to
    • be.”
    • – Wayne Gretzky
  • 39. Lie #9: Everyone else is doing it.
    • If everyone else jumped off a bridge, hmmm?
  • 40. Lie #10: Ignore or Discredit
  • 41. It goes to 11…
    • Spinal Tap Clip
  • 42. Lie #11: The Economy is good
  • 43. Final Thoughts
    • Know where you want to go first . Then figure out the right tools to achieve it.
    • Have a short term and long term strategy
    • Generate company wide buy-in and keep building it!
    • Don’t stop
    • Release some control to the consumer
    • Social Media is all about transparency and dialogue
    • Be “Remarkable”
    • We are living in exponential times
    • Have fun!
  • 44. We are in a good space…
  • 45. Check us out on the web:
    • Follow us on Twitter
      • Twitter.com/BellPartners
    • Fan us on Facebook
      • Bell Partners Fan Page
    • Corporate Website
      • www.BellPartnersInc.com
  • 46. Just getting started?
    • Social Media in Plain English
      • Common Craft Videos for the Workplace
    • Did you know?
      • Exponential times video
    • Advertiser vs. Consumer
      • Great video
    • 5 Digital Trends to Watch for 2009
      • White paper
    • LinkedIn Video
      • Reid Hoffman Interview
    • Mashable
      • Online Social Media Source Guide
  • 47. “ 11” is the new “10”
    • “ It takes a lot of courage to release the familiar and seemingly secure, to embrace the new. But there is no real security in what is no longer meaningful. There is more security in the adventurous and exciting, for in movement there is life, and in change there is power.”
    • Alan Cohen