B2B Social Media for Multifamily Vendors and Suppliers

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B2B Social Media for Multifamily Vendors and Suppliers as presented for the Apartment Vendor Marketing and Sales Conference (#avmsconf). …

B2B Social Media for Multifamily Vendors and Suppliers as presented for the Apartment Vendor Marketing and Sales Conference (#avmsconf).

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  • The majority of property management professionals find connecting with vendors and suppliers helpful or educational.
  • Quotes from property management professionals.
  • Engaging and consistent branding that tells a story – in this case, Grace Hill is demonstrating commitment to the industry and celebrating/recognizing real people.
  • Creating Home is an inspirational Facebook Page for property management professionals. In this post, CH is sharing an idea from a community to inspire and recognize creative approaches to property management and resident activities.
  • CORT has pages for every region. They share photos from clients – which demonstrates a solid relationship and inspires other clients to share as well.
  • Apartment Guide typically focuses on the resident – that said, contests are excellent ways to reach new people and engage current fans.
  • LeaseHawk is a new name for our friends from multifamily Call Source. They’ve gotten creative and are donating $5 to the special Olympics in exchange for fans posting pictures of their mascot, Turbo, on the LeaseHawk Facebook page.
  • If you have something to say… use a photograph.
  • Apartment All Stars focuses on being a well-rounded resource for property managers by focusing on relevant industry news, ideas for communities, educational opportunities, and articles about leadership and career growth.
  • Consider LinkedIn a dinner meeting. Be considerate, conversational, helpful – but not too “salesy.”
  • When the conversations become hostile, competitive, and too pushy – users evacuate.
  • Appfolio has a well-rounded company page that includes products, services, helpful information and their branding/image.
  • RealPage connects with clients AND employees on their LinkedIn page.
  • Groups and Questions are the perfect opportunity to build name/brand recognition and establish credibility and thought leadership.
  • Stay up-to-date by following along on LinkedIn groups for regular industry updates, news, events and happenings.
  • As a vendor, it is possible to “make a sale” or “sign a contract” by using LinkedIn – but do so softly.
  • Multifamily Insiders is a website for property management professionals to share and learn from one another. They receive quite a bit of activity on LinkedIn as well.
  • Appfolio’s “propertymanager.com” website is an educational blog with links to whitepapers, webinars, and other free resources. To grow and expand their reach, they’ve created a group on LinkedIn.
  • Don’t miss an opportunity to establish thought leadership within the Answers section of LinkedIn.
  • Search by keywords, follow leaders and experts with “best answers” in relevant categories.
  • Twitter is under-used by many in our industry. Spikes in use occur during events, tradeshows and conferences. Much of the content is auto-fed from other websites, social networks and blogs.
  • Sharing helpful posts – but the “egg” creates a feeling of mistrust, a lack of credibility. Share photos of real people!
  • While Jonathan uses the company logo as the profile picture, you can see that he shares images of himself (authenticity) and others on this page as well as a call-to-action. His Following/Follower ratio is very good – adding to credibility.
  • RealPage shares industry updates, news and thoughts on their propertymanagementinsider.com blog – and auto-populates it to their Twitter page. Again, good use of photos and shareable content.
  • TAA has one of the best Pinterest pages in our industry. Informative, fun, unique…
  • Homes.com has a nicely organized Pinterest presence. Also see Creating Home’s page!
  • RentSpeak’s “Hall of Shame” made me laugh! This page is a good example of a well-rounded set of boards.
  • Don’t miss an opportunity to answer questions – even on Google+!
  • Vflyer’s page shares company and product information – and probably boosts their SEO rankings.
  • I love Appfolio’s Google+ page – mostly because I get to see the actual people that work there! They share relevant industry news and updates as well as those helpful posts I mentioned earlier from propertymanager.com.
  • Grace Hill is a leader in our industry for video use. Educational interviews are their main focus on this channel.
  • Property Solutions shares product and how-to videos. Check out the “video views” count!
  • Apartment Guide has a YouTube channel dedicated to educating and sharing with property management professionals.
  • Have cool trade-show swag? Don’t give it away to just anyone! Require a “check-in” (use a special to spread the word) to receive that must-have perk or a free trial.
  • The Training Factor has a business page on Foursquare. This is an opportunity to have employee-focused activities and contests.
  • We’ve come so far since the days of polaroid's and Kodak instamatic cameras – I don’t know why we want to go back to low-res, blurry images but apparently we are! So, get on board and get an account.
  • For Rent Media Solutions had an Instagram contest during NAA. They share random images and thoughts with followers. I’m not sure if it is intentional, but the consistent activity keeps their account and followers active between events.
  • Property solutions shares fun photos along with tidbits of relevant information on their account. Everyone is raving about how Tiffany shares behind-the-scenes photos of their workshop and employees.

Transcript

  • 1. SOCIAL MARKETING & ENGAGEMENT IN MULTIFAMILY Charity Hisle, Socially Engaged Marketing Eric Matulka, DEI CommunitiesChristina Clark, Christina Clark Consulting (Moderator) @SoEngaged - @EMatulka - @ccctraining3 Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 2. • Are there any property management professionals in the audience?• Suppliers: Service? Marketing & Advertising? Technology?• Social: Personal Facebook? Professional Facebook? Twitter? 77% of buyers say they are more likely to buy from a company whose CEO uses social media. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 3. 82% of employees say they trust a company more when the CEO & leadership team communicate via social media. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 4. Only 16% of b2b marketers are producing mobile-specific content as part of their content marketing efforts. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 5. • Popular social networking sites – Relationship-building – Prospecting• Strategy• Measurement• Time Management Only 25% of companies offer social business training to their employees. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 6. Photo Credit: Pan XunbinPhotos perform better on Facebook for likes, comments and shares than text, links or video. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 7. No 16% Yes 84%52% of consumers say they have stopped following a brand on Facebook because the posts are “too repetitive & boring.” Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 8. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 16. Facebook• Brand your company Facebook page and fill-in all of the page information and milestones• Use pictures in updates whenever possible – convert text to images• Run contests, promotions and ads Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 17. LinkedIn generates more leads for b2b companies than Facebook, Twitter or blogs. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 18. No24% Yes 76% Only 47% of b2b companies are actively using LinkedIn vs. 90% that are actively using Facebook. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 19. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 22. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 23. Property Management Professionals 89.80% Vendors/Suppliers 55.10% Employees/Candidates 40.80% 64% of Facebook users have liked a brand on Facebook. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 24. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 29. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 30. LinkedIn• Complete the company profile, include images for brand recognition and links to the website.• Participate in Groups and Answers.• Connect with industry businesses and professionals, share interesting and useful resources. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 31. Photo Credit: waynehowes34% of marketers have generated leads using Twitter and 20% have closed deals. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 32. No Yes 47% 53%There are now roughly 100 million active Twitter users (those who log in at least once per day). Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 33. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 35. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 36. Twitter• Use to communicate with prospects and customers about industry-related news, topics and ideas.• Use photos and names of real people in your company – don’t be afraid of personality!• Ask questions and reply to others. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 37. Pinterest generated more referral traffic for businesses than Google+, YouTube, and LinkedIn combined. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 38. No Yes45% 55% Pinterest is the 3rd largest social network in the U.S., only behind Facebook and Twitter. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 39. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 42. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 43. Pinterest• Use keyword-rich descriptions of pins and links.• Share (re-pin), like and comment on other industry pins.• Add ‘shareable’ images to your website and the “Pin it” button. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 44. Photo Credit: AHMAD FAIZAL YAHYAGoogle+ is expected to reach 400 million users by the end of 2012. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 45. Copyright © 2011 - 2012 Socially Engaged Marketing®
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  • 47. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 48. Google+• Complete and customize your company page.• Add industry professionals, companies and other vendors to your circles.• Share industry updates and news, remember to +1 and comment on other content regularly. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 49. Photo Credit: Annette ShaffViewers are 85% more likely to purchase a product after watching a product video. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 50. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 51. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 52. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 53. YouTube• Customize your own company channel.• Engage with the community but remove offensive comments.• Organize content, use tags, and distribute the videos on other networks and platforms: website, Facebook, Twitter, Pinterest, etc. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 54. Photo Credit: Annette ShaffFoursquare has 20 million active users & receives 5 million check-ins daily. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 55. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 56. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 57. Foursquare• Reward check-ins at tradeshows & events.• Check-in with clients (visits & meetings), leave Foursquare tips at client offices.• Reward employees for check-ins: sales team competitions and in-house “mayors” of the week. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 58. Since Oct. 2010, Instagram has acquired 30 million+ users & should reach 100 million by Oct. 2012. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 59. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 60. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 61. Instagram• Best used in conjunction with event & tradeshow marketing, contests for employees & clients.• Introduce your team, share company events and news, share charitable and corporate responsibility initiatives, behind-the-scenes.• Demonstrate product or service in action, share sales/promotions. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 62. 90% of information transmitted to the brain is visual. Visuals are processed 60,000 x’s faster in the brain than text. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 63. • Integrate social media into the marketing plan• Understand your audience – who they are and what they want• Enlist customers and industry influencers that love your brand for help Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 64. Social networking accounted for all page views on mobile phones in 2011. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 65. • Create metrics that track the success of your desired objectives.• Understand which metrics are most valuable (fans and followers vs. engagement and traffic)• Track everything with unique url’s and analytics, measure to improve. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 66. 24% of small & 30% of mid-size companies are confused about which social sites make sense for their business. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 67. • Create a regular posting schedule, pre- schedule content weekends & vacations.• Establish a list of resources for content: other industry pages, blogs, websites, magazines, newspaper s, client pages, etc.• Use the right tools to maximize productivity. Copyright © 2011 - 2012 Socially Engaged Marketing®
  • 68. Questions? @SoEngaged @CharityHisle Facebook.com/SoEngaged sociallyengagedmarketing.comCopyright © 2011 - 2012 Socially Engaged Marketing®