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Managing Your Online Reputation For Property Managers ...

Managing Your Online Reputation For Property Managers

Managing your online presence and reputation can be a big and scary task, but it is so important because your current and future residents and owners are online using the Internet to find you.

Presentation includes great research and best practices provided by Charity Hisle, from www.sociallyengagedmarketing.com. Charity is an expert at social networking !

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  • But really we ’re too busy!
  • SOURCE: Pew Internet and American Life Project, 2010
  • Google yourself …..Do you like what you see?
  • Social Media is People Having Conversations Online Tools People Use For Conversations: Twitter, Blogging, Facebook, Online communities --- Twitter = Place to learn from experts, listen for people talking about your company Facebook = Fan Pages are a place to communicate with residents (current and prospective) ActiveRain = Networking community for Real Estate industry – network with your peers. Also have the ability to easily set up a blog Company Blog = Place to post interesting content that is relevant to your company, industry or neighborhood/community
  • 1 – You need to have a website that looks professional –your social networking ‘work’ drives people back to your website. This is a key area you’re trying to direct traffic back to when finding new business - it has to look good. -- Find your vacancies -- Contact you -- Highlight your strengths and company values -- Look professional / build confidence
  • Give your residents a voice and a place to be heard
  • This is from a March 2010 Survey on why people “like” / Are Fans of Brands on Facebook
  • 5 Steps
  • What is interesting to you? What would you take time to go back and read about?
  • Give your residents a voice and a place to be heard
  • Give your residents a voice and a place to be heard
  • Give your residents a voice and a place to be heard
  • Many of these recommendations come from Charity Hisle from Socially Engaged Marketing – she is a great resource and wrote an eBook for us on How to Manage Your Online Reputation. Www.sociallyengagedmarketing.com
  • Search & Blogging
  • But really we ’re too busy!
  • Multimedia – can improve search results / search rankings

Managing youronlinereputation 091211 Managing youronlinereputation 091211 Presentation Transcript

  • YOUR ONLINE REPUTATION Aimee Miller, VP Marketing AppFolio
  • Introduction ©2011 AppFolio, Inc. All Rights Reserved. Complete, web-based property management software Industry Education Sites, Free Educational Webinars
  • 78% of Internet Users Conduct Product Research Online ©2011 AppFolio, Inc. All Rights Reserved.
  • We Trust Recommendations ©2011 AppFolio, Inc. All Rights Reserved. 90% of consumers online trust recommendations from people they know; 70% trust opinions of unknown users. (Econsultancy, July 2009)
  • Bottom Line: ©2011 AppFolio, Inc. All Rights Reserved.
  • Listen. Know what people are saying about your company. Control What You Can. Treat your customers really well. Have a great online presence. Positive Response. Defend your brand in a positive way. Be Proactive. Work to shape how you show up in search results so more people find you. Managing Your Online Reputation ©2011 AppFolio, Inc. All Rights Reserved.
  • Stop and Listen
        • Start with a Simple Search
        • Your Company Name
        • Names of Key Employees
        • Your Name
        • Community Names & Addresses
        • Variations of these terms
    Search For Your Company ©2011 AppFolio, Inc. All Rights Reserved.
        • Not Much….
        • Be Proactive! This is your chance to start building your own reputation.
        • A Mixed Bag
        • Some positive, some negative comments
        • A Serious Problem
        • Lots of negative, unhappy comments. Domain name issues.
    What Did You Find? ©2011 AppFolio, Inc. All Rights Reserved.
        • Google Alerts
        • Email alerts when your company, name, etc is mentioned online (blogs, web results, video, news groups)
        • Social Mention
        • Like Google Alerts but for social media
        • Twitter Search
        • Like Google Alerts but for Twitter
    3 Free Tools To Monitor Your Brand Regularly – Set Them up! ©2011 AppFolio, Inc. All Rights Reserved.
  • What You Can Control
  • Positive Wins ©2011 AppFolio, Inc. All Rights Reserved.
        • Deliver Great Service
        • Professional Website
        • Your Facebook Page
    Positive Wins ©2011 AppFolio, Inc. All Rights Reserved.
  • What Do You Call Your Residents? ©2011 AppFolio, Inc. All Rights Reserved.
  • Great Service Comes First ©2011 AppFolio, Inc. All Rights Reserved. CUSTOMER
  • Design For Your Customers. Simpler Is Better. ©2010 AppFolio, Inc. All Rights Reserved. Confidential ©2008
  • Logo and branding is clear Clear Offerings: speaks to both owners and tenants Simple navigation Starting point to find vacancies easily Client testimonial and affiliations to build trust Phone number clearly displayed Contact information is accessible Professional Website ©2011 AppFolio, Inc. All Rights Reserved.
        • Offer an Owner Portal
          • Show you’re a great communicator
        • Offer A Resident Portal
          • Submit maintenance requests online
        • Let Them Pay Rent Online
          • Don ’t charge them extra
          • Set up recurring monthly payments
          • Help them avoid late fees!
    Your Website Should Make Their Lives Easier ©2011 AppFolio, Inc. All Rights Reserved.
  • Facebook Matters ©2011 AppFolio, Inc. All Rights Reserved.
        • Fan Your Page… suggest to friends, staff & residents – tell everyone!
        • Link from your website – Add Facebook links to website & email signatures
        • Ask your residents – Welcome packages, post flyers, send emails
        • Involve your staff – Everyone posts!
        • Facebook URL – www.Facebook.com/Your Company Name
    5 Easy Ways to Get Going ©2010 AppFolio, Inc. All Rights Reserved.
        • What is NOT super interesting?
        • Daily posts on new vacancies
        • Daily posts ‘announcing’ your company to the world
        • What is interesting to your customers?
        • Your neighborhood / community
        • Coupons to save money in the area
        • Updates about the properties
    Be Interesting ©2010 AppFolio, Inc. All Rights Reserved.
          • Video is Easy: Interview your property staff; post videos and pictures of fun events
          • Everyone Posts: Involve your staff
          • Residents Post Too! Videos & Photos
    What Would You Find Interesting? ©2010 AppFolio, Inc. All Rights Reserved.
          • 4. Local Coupons / Specials – We all love a deal…
          • 5. Have a Fun Contest!
          • 6. Mix in Rent Specials, New Listings & Announcements
    Mix Up Your Content ©2011 AppFolio, Inc. All Rights Reserved.
        • Make a Plan: Involve Your Residents and Your Staff
        • Make Their Lives Easier: Add Value, Be Fun!
        • Build Your Community: People come together in person and online
        • Be Human
    Use Facebook To Help Them Love Their Community (and you…) ©2011 AppFolio, Inc. All Rights Reserved.
  • Best Practices on How To Respond
  • Who Gives Reviews? Who Looks at Reviews? ©2011 AppFolio, Inc. All Rights Reserved. CUSTOMER (Resident) CUSTOMER (Owner)
  • Always Respond ©2011 AppFolio, Inc. All Rights Reserved.
        • 1 – Personalized Response
        • Include a thank-you for the feedback, and an apology. Understand their perspective.
        • 2 – Move the conversation
        • Always be positive. Offer to continue conversation somewhere else (phone, email).
    Responding on Review Sites like Yelp Negative Feedback ©2011 AppFolio, Inc. All Rights Reserved.
  • Responding on Review Sites like Yelp Negative Feedback ©2011 AppFolio, Inc. All Rights Reserved.
        • Be Accountable.
        • Solve Problems.
        • Stay Positive.
        • People want to be heard and acknowledged.
        • Thank the reviewer
        • Apologize
        • Follow-up about specific issues
        • Keep it short!
        • Repeat negative comments
        • Include your co. name
        • Respond to ugly reviews
        • Make excuses or sound rude.
    Negative Feedback: Do’s & Don’ts ©2011 AppFolio, Inc. All Rights Reserved. Do Don’t
        • Respond Fast!
        • Your time to shine
        • Only Remove if it is Inappropriate
        • Demonstrate how you listen & solve problems.
    Responding on Facebook ©2011 AppFolio, Inc. All Rights Reserved.
        • Always respond naturally
        • No canned responses. Search engines crawl these sites and help boost your search results.
        • Repeat your name…and the compliment!
        • Casually…
    What about Positive Reviews? ©2011 AppFolio, Inc. All Rights Reserved.
        • Ask residents when they’re happy
        • Post on your Facebook page
        • Review on a local site
        • Ask happy owners / vendors
        • Why they like working with you
        • No incentives or rewards…
    Ask for Positive Reviews ©2011 AppFolio, Inc. All Rights Reserved.
  • Help People Find You Online
  • Get Found ©2011 AppFolio, Inc. All Rights Reserved.
  • How Important is Local Search? ©2011 AppFolio, Inc. All Rights Reserved. 41% Said Local Search is Critical or Important
  • Claim Your Local Business ©2011 AppFolio, Inc. All Rights Reserved.
        • Claim your company listing on these local review sites. Fill in the information, add photos, etc.
        • Why Start Here?
        • You control the message – spread the positive word
        • Content can be re-used (on Facebook, etc)
        • Free Blogging Tools To Use
        • Wordpress.com = free
        • Blogger.com = Free
    Blog: Companies that blog get 55% more traffic ©2011 AppFolio, Inc. All Rights Reserved.
        • Be Interesting!
        • Local: Neighborhood, Local events, School info
        • Offers: Coupons, Events, Discounted Tickets
        • Your Apartment Community: Updates, information
        • Photos / Experiences
    Blog: Companies that blog get 55% more traffic ©2011 AppFolio, Inc. All Rights Reserved.
  • Listen. Know what people are saying about your company. Control What You Can. Treat your customers really well. Have a great online presence. Positive Response. Defend your brand in a positive way. Be Proactive. Work to shape how you show up in search results so more people find you. Conclusion: Managing Your Online Reputation ©2011 AppFolio, Inc. All Rights Reserved.
        • Your customers are online.
        • People are talking about your company somewhere online.
    It’s Important! ©2011 AppFolio, Inc. All Rights Reserved.
        • Charity Hisle – Socially Engaged Marketing – www.sociallyengagedmarketing.com
        • PropertyManager.com
        • www.RentandRetain.com
        • www.SocialMediaExplorer.com
    ©2011 AppFolio, Inc. All Rights Reserved. More Resources