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Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
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Marketing to gen yers and boomers presentation

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  • 1. Marketing to Gen-Yers and Boomers:Using Social Media and MoreJANUARY 23, 2013 // 2:30 – 4:00 PM Presenter(s): Todd Harff // Creating Results, Woodbridge, VA Nicole Conniff // Irvine Company, Irvine, CA Cheryl Urban // Equity Residential, Chicago, IL Lynn Klug // Greystar, Irvine, CA
  • 2. Cheryl UrbanEquity Residential
  • 3. Marketing to Gen-Yers and Boomers:Using Social Media and MoreGeneration Y and Baby Boomers are two generations apart -but have more in common than you might think. Together,these two massive demographic groups will drive theapartment industry for the foreseeable future.In this session, developers and marketing professionals willexplore successful marketing strategies, including the widerange of social networking tools, currently available forattracting these demographics.
  • 4. Todd HarffCreating Results
  • 5. Boomers: • Born between 1946 and 1964 (49-67 years old) • 78 million strong • Desire both personal and financial fulfillment • Most economically diverse cohortSource: The Nielsen Company: Introducing Boomers: Marketing’s Most Valuable Generation
  • 6. Gen Y (Millennials):• Born between 1982 and late 2000 (13-29 years old)• Easily adopt to using new media- including social networks and SMS/text messaging• High importance placed on social aspect of life• Entry intoImage first jobs greatly impacted by recession but are upbeat about future• Most ethnically and racially diverse cohort
  • 7. Source: Pew Research
  • 8. Source: Pew Research
  • 9. Source: Pew Research
  • 10. Change in Social Media Use by Age/Time100%90%80%70%60% 18‐2950% 30‐4940% 50‐6430% 65+20%10% 0% Feb 05 Aug 06 May 08 Apr 09 May 10 Aug 11 Feb 12 Aug 12 Source: Pew Internet & American Life Project Surveys, March 2005-February 2012
  • 11. By the Numbers: Social Media TendenciesSource: May 2012 Google Ad Planner; plusdemographics.com © 2012 Creating Results
  • 12. Case Studies - 50+ Social Media Engagement 1. Make it Authentic 2. Provide Meaningful Updates 3. Make it Easy to Engage 4. Showcase Shared Values and Desires
  • 13. Case Study:
  • 14. Case Study:
  • 15. Video roll-out by email:click through rate 3% higherthan list average
  • 16. Case Study– Gen Y Social Media Engagement 1. Be Visual 2. Mix of Messages ~ Community Specific, Lifestyle, General Engagement ~ Higher frequency required 3. Focus on Customer Service ~ Be transparent ~ Be responsive
  • 17. Case Study:
  • 18. Best Practices- Goals 1. Overall Marketing Goals ~Extend reach ~Build the brand 2. Social Media Marketing Objectives ~Use analytics to gain target/competitive insights ~Enhance SEO ~Drive to website/convert leads to new residents 3. Social Media Marketing Strategy ~Integrate with marketing/operations
  • 19. Best Practices- Content Calendar
  • 20. Best Practices-Calls to action • Promote events, content with links to your website • Contact information • Highlight desired action
  • 21. Best PracticesWIIFM
  • 22. Generating Leads via Social Media:1. Pick Appropriate Avenues ~ Refer to web statistics for highest where referrals ~ Focus efforts there2. Messaging Frequency Counts ~ Ensure visibility in timelines and feeds ~ Pick a frequency and stick with it ~ Seek out opportunities to increase activity and engagement (count downs, photo gallery, submissions, etc.)3. Know Your Goals in Advance
  • 23. Nicole ConniffIrvine Company Apartment Communities
  • 24. Steps to Social Media “Evolution” at a company• Social Monitoring and Reporting• Ratings and Reviews Communication Strategy• Social Media Advertising• Social Marketing Profiles
  • 25. Social Monitoring and Reporting
  • 26. Social Monitoring Reporting & its impact on thecustomer experience and business practices• Select websites you want to monitor – Yelp (50%), ApartmentRatings (40%), Facebook (7%), and Google Places (2%) and Youtube (1%)• Expected Volume = 6 reviews/year/community• Categorize comments and record customer sentiment for both positive and negative• Categories may include: staff, amenities, maintenance, community, location, construction, parking, pets, security• Evolve your culture to embrace feedback as a way to improve the customer experience. You MUST change!• Case study – Our move-in and move-out process changes
  • 27. Our Customer CommentsMove-In: Absolutely horrible…the apartment me and my I was told when signing my lease that I would not befriends were promised wasnt given to us. We requested a 2 charged for painting, but as I put in my notice, I wasbedroom/2 bathroom upstairs room and ended up with a 2 told I would be charged not only for painting the entirebedroom/1 bathroom…I called to confirm that wed be moving apartment, but cleaning, AND new carpeting.in on our move-in date. THE ROOM WASNT EVENREADY!!!! The woman I talked to said it wouldnt be readyuntil the next day.... Luckily, they finished in time and wemoved in. Talk about gross. The carpets were still dirty, thepaint was barely dry on the walls and it still smelled like You are "required" to provide WRITTEN notice thatcleaning fluid. you intend to vacate at the end of your lease. I received the note at my door and went to the office and told the staff we intended to vacate…they said theyd make a note and that I was good. When I looked on my last months bill it was more than my We scheduled a pre move out inspection twice lease…because I didnt give a written notice it and no-one showed up and also a final walk automatically went month to month and I had to pay… through and no-one showed up.Due to deposit issues, I would not recommend this place,like a person in the other review said they do not care aboutyou at move-out time.
  • 28. Ratings and ReviewsCommunication Strategy
  • 29. Ratings and Reviews Communication Strategy• Use reviews as a tool to challenge your current practices and make changes to result in fewer negative comments• Should you choose to respond, purchase your Yelp listing• Designate speaker(s) for the company – decentralized or centralized approach to responses• Devise a communication strategy to respond publically or privately to posts• Vet out all communications with your public relations/marketing, legal and operations teams
  • 30. Yelp Business Listing Advantages• On demand review alerts• Clean up location data across Yelp ecosystem (mobile, desktop, Apple Maps)• Control photos & messaging across Yelp ecosystem• Removal of competitive brand & local competitive ads from community profiles• Track all data measurements
  • 31. Without Enhanced Profile
  • 32. With Enhanced Profile Enhanced Photo Removal of Slideshow with Video Display Ads Available Directory Info Tracking Links Cleanup Post Current Calls to Actions Removal of Local Competitor’s Ads Extended Business Information Section
  • 33. Business Owners Account – Reviews
  • 34. Business Owners Account – Stats• Learn about your page’s interactions
  • 35. Social Media Advertising
  • 36. Relative Costs for Internet Advertising
  • 37. Facebook Content Display AdsFacebook advertising allows for highly targeted ads to be servedbased upon user profiles, interests, or trending topics. This levelof user contributed targeting exceeds that of traditional networksor direct site buys.• Increase social engagement• Drive volumes of traffic to your website• Promote products, services and promotions• Extend reach onto complimentary products or services• Integrate marketing communications strategies
  • 38. Facebook Advertising Expectations of Performance: • CPC = $1.65 • CTR = .04%
  • 39. YouTube Advertising Target your audience by age, gender, interests and geo and keywords
  • 40. Yelp Advertising Search Display & Banner Ads
  • 41. Social Marketing Profile
  • 42. 2,000 followers engage with our daily content@Rental_Living Demand Shaping Giveaways Synergy Wahoo’s Contest – 3 months; 2x per week drawing of a winner
  • 43. Incorporating social media in yourown marketing communicationvehicles
  • 44. Cheryl UrbanEquity Residential
  • 45. Cooking Ashley Shyn Aaron Thomas Nicole Butler Nicole
  • 46. Lynn KlugGreystar
  • 47. Challenges with Social Media Implementation• Property portfolio of 700+ communities nationwide with more than 200,000 units• Mix of predominantly third-party communities and some Greystar- owned communities• 26 Marketing Associates based throughout the country• Profitable operations and controlled expenses are driving management goals at our company
  • 48. Challenges with Social Media Content• Time management challenges if on site teams or Community Managers are tasked with the creation of content  Don’t allow team members to prioritize social media time before leasing, sales, or resident customer service  Must have point person with high level of trust who monitors content to ensure it is professional and appropriate  Must ensure that content is kept fresh
  • 49. Solution for Content Challenges - Outsource• Outsource social media management  Utilize only recommended vendors• Monitor your vendors’ activity levels and posts –  Minimum 4x posting per month  Full service management of Facebook and Twitter pages  Blog expectation parameters pre-defined  Email alerts  Regular social media activity reports
  • 50. Social Media Vendor Reports• Facebook: Total reach, friends of fans, people talking about this; page posts, male vs. female, age, cities/countries, etc.• Twitter: Posts, replies, retweets, other mentions, etc.• Yelp, other rating sites• Google analytics assessments and recommendations; referring sites
  • 51. Reasonable Social Media Expectations• Generally not a source of leasing traffic• Considered the equivalent of a community newsletterMAIN FOCUS FOR 2013: 1. REPUTATION MANAGEMENT 2. MOBILE/TABLET MARKETING 3. DIGITAL FOCUS AND ENHANCEMENTS – PAY PER CLICK & REMARKETING CAMPAIGNS AS TRAFFIC DRIVERS
  • 52. Todd HarffCreating Results
  • 53. Social Media Success with Gen Yers & Boomers 1. Know your audience and their preferences 2. Have a clear strategy ~ Directories, Traditional Social, Advertising, SEO, Mobile, Integration 3. Identify the appropriate resources 4. Set your budget and ID Leaders 5. Define your goals 6. Manage your reputation 7. Measure your results and adjust
  • 54. Speaker Contacts: Todd Harff Lynn Klug Creating Results Greystar Woodbridge, VA Irvine, CA 703.494.7888 ext 7013 Email: Todd@creatingresults.com Web: CreatingrResults.com Blog: MatureMarketingMatters.com Nicole Conniff Cheryl Urban Irvine Company Equity Residential Irvine, CA Chicago, IL
  • 55. IBS Education National Association of Home Builders1201 15th Street | Washington, DC 20005 800-368-5242 | ibsedu@nahb.org

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