Why Your Social Networking is Not Working

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Lisa Trosien's social media presentation, made to the National Apartment Association's Student Housing Conference, 2010, in Las Vegas, Nevada.

Lisa Trosien's social media presentation, made to the National Apartment Association's Student Housing Conference, 2010, in Las Vegas, Nevada.

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  • 1. Why Your Social Networking is Not Working Presented by Lisa Trosien
  • 2. Disclaimer! • A third party was hired to research the properties and companies shown in this presentation.
  • 3. Disclaimer! • No property’s or company’s identity will be obscured, covered, hidden, changed or altered. • You put it out there…it’s public…so it might be up here.
  • 4. College students spend more time on the Internet than any other media 33% spend more than 10 hours a week online 19.6% spend more than 20 hours a week online So why is our industry’s social media interaction so weak??
  • 5. –50.6% surf the web while watching TV. –43.5% are online while listening to terrestrial/satellite radio. –Instant messaging is the most popular online activity with both male (62.3%) and female (57.2%) college students.
  • 6. Start by listening
  • 7. Social media can't succeed without a genuine focus on your customers. Social media is about listening, engaging, and responding to your customers. If you are not truly focused on your customer, you will not succeed -- period. -imediaconnection.com
  • 8. Social Media Integration
  • 9. Management Company Site
  • 10. Important Tip: Always have your exterior links open in a separate browser window!
  • 11. Does this page violate TOS?
  • 12. Takeaways: •Use integration •Make sure integrated site is live •Open integrated site in separate browser window •Create strong integrated content
  • 13. Is there a class divide online? Research suggests yes.
  • 14. People in more affluent demographics are 25 percent more likely to be found friending on Facebook, while the less affluent are 37 percent more likely to connect on MySpace.
  • 15. 400+ million users 2nd most trafficked site 1st most trafficked social site 50%+ outside of college Average user: 55 minutes a day MultihousingWorld September 2008 “Online Communities” 22 Source: http://www.facebook.com
  • 16. MySpace users tend to be "in middle-class, blue-collar neighborhoods,“ Mike Mancini, Vice President, Data Product Management, Nielsen
  • 17. Takeaways: •Don’t simply ‘broadcast’ •Fan pages that are of interest to your residents •Work it…don’t let it just sit there •Don’t violate TOS
  • 18. Takeaways: •Don’t simply ‘broadcast’ •Build your follower base with relevant follows •Work it…don’t let it just sit there •Send out high value Tweets •Customize your background
  • 19. Blogging
  • 20. Blogging drives traffic
  • 21. Place Properties Blog Syndicated to their property pages RSS feed to their Facebook pages
  • 22. Takeaways: •Make your content engaging •Allow comments •Hire students to blog for you •Remember, blogging helps SEO
  • 23. Responding to the Rating Sites
  • 24. Please, don’t write your own reviews
  • 25. Takeaways: •Read your reviews •Don’t take it personally •Respond professionally •Set up your accounts •Ask for the review
  • 26. Takeaways: •Set up your account •Set up ‘albums’ of events and more •Tags are very important •Use your photos and videos!
  • 27. Final thoughts
  • 28. Top Sites by Gender • Men 1. Facebook 2. ESPN 3. YouTube 4. Google 5. Collegehumor 6. Yahoo 7. Weather 8. Break 9. Digg 10. Wikipedia
  • 29. Top Sites by Gender Women 1. Facebook 2. YouTube 3. Google 4. Perez Hilton 5. CNN 6. MySpace 7. Yahoo 8. School’s site 9. AOL 10. PostSecret
  • 30. Virtually Untapped Social Market
  • 31. • Website: www.ApartmentExpert.com Email: Lisa@ApartmentExpert.com Twitter: @LisaTrosien Linkedin.com/LisaTrosien Blog:ApartmentMarketingBlog.com