2 C Sherpa Field Sales Presentation Mar 2010

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  • All in all, Apartment Finder has continued to lead the way in innovation, and we now offer three very powerful platforms (the Apartment Finder magazine, the Apartment Finder web site, and CommunitySherpa) supporting three very effective marketing strategies (Integrated Media, Internet Media, and Social Media).
  • You’d pretty much have to be living under a rock not to realize how social media has exploded around us in the last couple of years . . . It’s not just your teenager on MySpace anymore!
  • Traffic and unique visitors to social networking sites continues to increase consistently.
  • In order to implement, we looked what should be the steps of a social media marketing plan (read slide bullets)
  • We established an Apartment Finder blog with interesting articles and industry-related information; we created an Apartment Finder Twitter account into which we stream much of this information and; and we encourage our employees to participate in their own individual and market Facebook pages and Twitter conversations.
  • We saw substantial lift to our website, even prior to our website redesign in January 2010
  • When people are searching for apartment communities on the web, they enter a wide variety of words and phrases that don’t necessarily align with the keywords found on a static website which doesn’t change much (Lincoln apartments, area of town, etc.). But for communities that practice good blogging on social media, there are always fresh keywords and phrases for the google spider to locate and return. When you create lots of content . . . fresh, high quality, relevant content like we do . . . and it’s well written, tagged, linked and consistent in topic . . . Communities find their websites getting into lots of relevant search streams. Apartment shoppers find these communities as they’re most actively searching – not for “Tulsa apartments”, or “Epoch apartment communities”, but for specific information that best informs them as they are looking for an apartment.
  • Bainbridge is an early CommunitySherpa customer and has experienced solid results in both connecting with residents and driving traffic to their websites.
  • The impact to web traffic and to the bottom line has been substantial!
  • And Bainbridge personnel have made a commitment to being actively involved.
  • Last but not least, we created a service to help our customers manage their social media market efforts through content management, network creation and maintenance, and reporting analytics. CommunitySherpa was born! Why Sherpa? Because our goal is to do the “heavy lifting” for you so that you can concentrate on engagement!
  • We will create and manage a blog for your community, or network of blogs for your property management company. This is a content-driven, interactive website that allows two-way communication with the members of your site. It’s “the brain” of your CommunitySherpa platform.
  • We’ll also create a Facebook Fan page and Profile, and stream information into these pages
  • It’s happening all around us --- most importantly, your customers are increasingly using these technologies to learn about home design issues and to interact directly with others: like-minded consumers, as well as suppliers of products and services. The growth in these social media platforms is coming from the same demographics as your target affluent customers.
  • SEO techniques will be applied to each page and text element to optimize effectiveness on Google’s spider, increasing your reach;
  • Your program will be meticulously guided by the social media marketing plan developed with the Digital Sherpa Operations team at NCI. (read bullets)
  • And we’ll help you promote your new social platforms to your residents and prospects. (read bullets)
  • So that you can measure ROI, we’ll deliver a report on activity and results every month, to include (read bullets)
  • There are also some important details to know . . . (read bullets)
  • All in all, Apartment Finder has continued to lead the way in innovation, and we now offer three very powerful platforms (the Apartment Finder magazine, the Apartment Finder web site, and CommunitySherpa) supporting three very effective marketing strategies (Integrated Media, Internet Media, and Social Media).
  • 2 C Sherpa Field Sales Presentation Mar 2010

    1. 1.
    2. 2. All generations, all around the world<br />The social media explosion<br />
    3. 3. ______ __ ______ _________<br />Content vs. Contact searching<br />Google Web<br />A vast database of searchable information with returns based on content, SEM and SEO<br />Social Web<br />A series of platforms that allow people to connect and share information – creating an entirely new, contact-based search dynamic<br />
    4. 4. There are now thousands of social networking sites facilitating the discovery, participation and sharing of content<br />
    5. 5. Social media usage is growing rapidly across all demographics<br />The first adopters and most expert users are the core customers of the multi-family industry.<br />The fastest-growing age group in social media is 35-54!<br />
    6. 6. Findings from At the Tipping point<br />An NCI white paper on social media in the multi-family industry<br />To read the entire report, go to www.community-sherpa.com<br />
    7. 7. Residents indicated that their social engagement with their community could influence their willingness to renew a lease or refer a friend<br /><ul><li>53% of residents say they do NOT have friends in their community
    8. 8. Who were the respondents?
    9. 9. 76% female
    10. 10. 60% under 34
    11. 11. 73% single
    12. 12. 62% work full time
    13. 13. 47% live in apartment communities with more than 100 units.</li></li></ul><li>The challenges for marketers are around the processes, not the goals <br />Who should manage it?<br />How do you create the content?<br />How do you develop and maintain the strategy?<br />How can you create economy of scale?<br />What skills do you need?<br />How do you define your goals and your ROI?<br />
    14. 14. Apartment Finder & Social Media<br />Applying a social media strategy to increase brand recognition & drive our business<br />
    15. 15. The basic framework of a social media marketing plan should . . .<br />State the brand story<br />Create a content plan to surround your brand<br />Select appropriate social media platforms for content distribution<br />Connect with current customers and prospects<br />Promote the sharing of content<br />Engage the audience and get them talking<br />
    16. 16. Apartment Finder’s social media marketing program<br />
    17. 17. Taking it to the next level . . .<br />Turn-key social media management for apartment communities & property management companies<br />Content Management <> Network Creation & Maintenance <> Reporting & Analytics<br />
    18. 18. We start by building a blog website for your community, or a network of community blogs for your property management company<br />blog.YourCommunity.ManagementCo.com<br />YourCommunity.myaptportal.com<br />Blog.YourCommunity.com<br />
    19. 19. A Facebook Fan page & Profile are created for each community, and content from the blog website is streamed into the page<br />
    20. 20. A Twitter account is established, and “tweets” are created with content headlines & links to the blog website<br />
    21. 21. We will source and place content from several “buckets” for variety and relevance<br />
    22. 22. The focus will be on a hyper-local content and engagement schedule<br />3 high-quality, engaging content items posted to the community blog each week, which also post to your Facebook and Twitter accounts<br />1-2 daily direct-to-Facebook postings<br />1-2 daily direct-to-Twitter postings<br />Outreach on Facebook and Twitter to locate more fans and followers<br />Seeking other blogs, Facebook fan pages and Twitter accounts to comment on for additional SEO opportunities<br />
    23. 23. We’ll install plug-ins for added functionality:<br />
    24. 24. <p>Welcome to our <a href="http://thereserve1.community-sherpal.com/" title="Online Community for The Reserve in Duluth Georgia">The Reserve1</a> in Duluth, Georgia! If you'd like to be part of the <a href="http://thereserve1.community-sherpal.com/forum/" title="Forum and Message Board for The Reserve<br />SEO techniques applied to each page and text element, fresh content and linked content optimize your site for Google’s spider<br /> Meta tags + Fresh Content + Linked Content <br />= the most effective SEO formula! <br />
    25. 25. Set-up is guided by your Social Media Account Manager who will work closely with you on an ongoing basis<br />In-depth set-up interview with your CommunitySherpa account manager<br />Detailed questions about:<br />the community<br />local attractions and activities<br />Major employers<br />Local media sources<br />Regional attractions<br />Entertainment<br />Comprehensive Training is conducted with your team to familiarize them with resources and opportunities, engagement techniques and reporting<br />Your CommunitySherpa account manager maintains ongoing communication to capture community information and encourage engagement<br />
    26. 26. Your resident posts and comments will be monitored & alerts provided:<br />
    27. 27. CommunitySherpa will market your social platforms to your residents and prospects <br />Announcement letter from community manager<br />Periodic e-mail blasts to residents (html)<br />Door hangers and signage to distribute throughout your community<br />Important: your resident e-mail addresses will be critical in order to effectively market your program!<br />
    28. 28. We’ll deliver a report on activity and results every month<br />Business Activity<br />Phone leads<br />Website click-thrus<br />E-mail leads<br />Social Network Activity <br />Blog visits, page views, time on site<br />Members, subscribers, fans/followers<br />Blog and Facebook comments<br />Traffic Sources<br />Organic<br />Facebook<br />Twitter<br />Direct<br />Other<br />
    29. 29. Some important details…<br />You own each of the elements of the CommunitySherpa program – social identities, content, interaction, customer and prospect database (exception: licensed stock photos and non-exclusive licensed content)<br />NCI will subject each marketing element of CommunitySherpa to legal review to ensure compliance with Fair Housing and Intellectual Property Rights law.<br />The cost is only $350 per month per community<br />
    30. 30. Apartment Finder is three powerful platforms…<br />Supporting three effective marketing strategies…<br />Internet<br />Media<br />Integrated<br />Media<br />Social Media<br />Marketing<br />We are taking everything we’ve learned at Apartment Finder about how to effectively connect shoppers with apartment communities -- and deploying this with your social media strategy to connect and engage with residents<br />
    31. 31. Let’s take a look at some live <br />CommunitySherpa sites:<br />http://reserve-n-river-tuscaloosa.myaptportal.com/<br />http://redhawkranch.myaptportal.com/<br />http://blog.creekwood.caseusa.com/<br />http://blog.standrews.lincolnapts.com/<br />

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