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Nuts and Bolts of Social Media for Property Managers. With a few recommendations on how Property Managers can use Facebook, Yelp and Blogs to connect with and retain residents. …

Nuts and Bolts of Social Media for Property Managers. With a few recommendations on how Property Managers can use Facebook, Yelp and Blogs to connect with and retain residents.

Presented most recently at Trends 2011 in Seattle by Aimee Miller, VP Marketing at AppFolio (providers of web-based property management software).

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  • Can I confirm how much time we have together today?
  • 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
  • There are many ‘goals’ to focus on, but here are the easiest to impact first: 1 - -Improved resident communications = better service = better retention. Your residents are talking – make it easier to be part of the conversation and hear what they ’re talking about. 2 = Generate Leads = Drive traffic back to your website where you have your vacancies listed. Opportunities to get more people to connect with your company – outside of your website. Expand your online presence so you are in more places where people can find you. Using social media tools like Facebook, blogging, etc makes it easier for your current residents to refer to new prospects ----- These goals sound good, right??
  • But really we ’re too busy!
  • But really we ’re too busy!
  • But really we ’re too busy!
  • Give your residents a voice and a place to be heard
  • 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
  • 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
  • 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
  • The 3 rd key ingredient to start is prioritizing your effort by scheduling a few hours in your calendar. If you don ’t make the time to listen to your community and have a conversation then you won’t see any results.
  • Google yourself …..Do you like what you see?
  • Google yourself …..Do you like what you see?
  • Google yourself …..Do you like what you see?
  • Google yourself …..Do you like what you see?
  • Google yourself …..Do you like what you see?
  • Point them to the PM.com Handouts
  • Multimedia – can improve search results / search rankings
  • Multimedia – can improve search results / search rankings

Transcript

  • 1. SOCIAL NETWORKING 101 Aimee Miller, AppFolio For Property Managers
  • 2. Network  online with your peers and customers. Grow your online presence and market your business. How many have used Twitter ? How many are on Facebook ? Do you have a company blog ? Have you claimed your listing on Yelp ? Social Networking = People Having Conversations Online ©2011 AppFolio, Inc. All Rights Reserved.
  • 3.
        • 1 - Resident Retention
        • More communication = Better service
        • Stay connected with residents
        • Build feeling of community
        • 2 - Generate Leads / Build Awareness
        • Increase traffic back to your website
        • Find new customers
        • Make Resident referrals easier
    Property Management – Typical Goals ©2011 AppFolio, Inc. All Rights Reserved.
  • 4. OK. But it is HARD to Get Started!
        • Too busy already (and it sounds like a lot of work)
        • Nervous to know what people are saying out there on the Internet
        • Too hard to know where to start…Tweet? Facebook? Blog? New Website?
        • See #1. Way too busy
    ©2011 AppFolio, Inc. All Rights Reserved.
  • 5.
        • Residents (current and prospective) are already online.
        • Renewals don’t happen just once a year.
        • People are talking about your company somewhere online.
        • More positive, quality content outweighs negative content.
    Yes. It takes some time. But It Is Worth It ©2011 AppFolio, Inc. All Rights Reserved.
  • 6. Bottom Line: ©2011 AppFolio, Inc. All Rights Reserved.
  • 7.
        • Facebook – How to Use it
        • Your Online Reputation Matters: Own It
        • Start Blogging
        • Action Plan to Get Started
    Our Agenda Today ©2011 AppFolio, Inc. All Rights Reserved.
  • 8. Facebook
  • 9. Facebook Matters ©2011 AppFolio, Inc. All Rights Reserved.
  • 10.
        • Resident Engagement Add Value, Be Fun!
        • Build Your Community People come together in person and online
        • Be Real (and Human)
    Use Facebook To Help Them Love Their Community (and you…) ©2011 AppFolio, Inc. All Rights Reserved.
  • 11.
        • 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 ©2011 AppFolio, Inc. All Rights Reserved.
  • 12.
        • 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
    Build Community – Be Interesting ©2011 AppFolio, Inc. All Rights Reserved.
  • 13.
          • 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? ©2011 AppFolio, Inc. All Rights Reserved.
  • 14.
          • 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.
  • 15.
        • Did you know?
        • Nov 2 nd is Cookie Monster Day?
        • Dec 13 th is “I’m not into the Holidays Day”?
        • Dec 15 th is Lemon Cupcake Day?
    Be Seasonal – Take Advantage of Holidays ©2010 AppFolio, Inc. All Rights Reserved.
        • Take photos and video for your Facebook page!
  • 16. Your Online Reputation Really Matters! Your Customers Are All Online
  • 17. We are Online! ©2011 AppFolio, Inc. All Rights Reserved.
  • 18. 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)
  • 19. 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. So…How Do You Get Recommended? Focus on Your Online Reputation ©2011 AppFolio, Inc. All Rights Reserved.
  • 20.
        • Deliver Great Service
        • Professional Website and Blog
        • Your Facebook Page
    Control What You Can ©2011 AppFolio, Inc. All Rights Reserved.
  • 21. Get Involved: Claim Your Local Business ©2011 AppFolio, Inc. All Rights Reserved.
        • Know what is being said about your business so you can be part of the online conversation.
  • 22. Always Respond ©2011 AppFolio, Inc. All Rights Reserved.
  • 23.
        • 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).
    How To Respond to Negative Feedback ©2011 AppFolio, Inc. All Rights Reserved.
  • 24.
        • 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.
  • 25. Start A Blog ( Another opportunity for Positive Content)
  • 26.
        • 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.
  • 27. Great Website – The destination Something to Say! Schedule Time to Say it A Blog: 3 Ingredients for Success ©2011 AppFolio, Inc. All Rights Reserved.
  • 28. Logo and branding is clear Clear Offerings: speaks to both owners and residents Simple navigation Starting point to find vacancies easily Client testimonial and affiliations to build trust Phone number clearly displayed Contact information is accessible 1. Professional Website – the Destination ©2011 AppFolio, Inc. All Rights Reserved.
  • 29. 2. Your Blog Can’t be Boring ©2011 AppFolio, Inc. All Rights Reserved.
  • 30.
        • Local Neighborhood, Local events, School info
        • Offers Coupons, Events, Discounted Tickets
        • Your Apartment Community Updates, information
        • Resident Photos / Experiences
    So Write About Interesting Things ©2011 AppFolio, Inc. All Rights Reserved.
  • 31.
        • Set up a Weekly Schedule (1 hour/ Week to Start)
        • Monday: 20 min, Plan for the week – research topics, local info, etc
        • Wednesday: 30 Mins, Write blog entry and post, Add to Facebook Page
        • Friday: 10Min, Post to Facebook page, Tweet
    3. Schedule time on your calendar ©2011 AppFolio, Inc. All Rights Reserved.
  • 32.
        • http://www.urbaneapts.com/urbanereflections-blog
        • http:// www.urbaneapts.com
        • Blog – Identity Matches Apartments
        • “ Loftstyle” Living Expert
        • Detroit , what ’s happening, current events
        • Topics are interesting to people who like “loft apartments…” South by Southwest music Festival, etc.
        • Separate Blog, linked back to website
    Case Study: Urbane Apartments - Blogging ©2010 AppFolio, Inc. All Rights Reserved.
  • 33. Putting it All Together: The Plan
  • 34.
        • Community Newsletter Blogs (1 per community)
        • Local events for residents
        • Community Updates
        • Promotions (i.e. referral bonus)
        • Website
        • Links all communities together
        • Facebook
        • Contests for fans
        • Interact with residents
        • Feature Local Businesses
    Case Study: JC Hart ©2011 AppFolio, Inc. All Rights Reserved.
  • 35.
        • Google Your Company
        • Search for your Company Name, Your name, Employee names, Apartment communities, Your neighborhood
        • Set up Google Alerts
        • Emails that tell you when your company, community or neighborhood were mentioned online
        • www.google.com/alerts
    Step 1: Use Google to Listen and Learn ©2011 AppFolio, Inc. All Rights Reserved.
  • 36.
        • Claim Your Local Presence – So you can participate in the conversation
        • Update company information
        • Add photos, etc
    Step 2: Claim Your Local Presence on sites like Yelp, etc. ©2010 AppFolio, Inc. All Rights Reserved.
  • 37.
        • Respond to Positive and Negative Reviews
        • Remember….More Positive is important!
        • Ask / Remind happy people to give reviews
    Step 3: Monitor and Respond ©2011 AppFolio, Inc. All Rights Reserved.
  • 38.
        • Remember
        • You control the message
        • Easiest Place to get more traffic for your website
        • Content can be re-used (on Facebook, ActiveRain, etc)
        • Be Interesting!
        • Great content wins
        • 1 hour per week to start
        • Free Blogging Tools To Use
        • Wordpress.com = free
        • Blogger.com = Free
    Step 4: Your Company Blog ©2011 AppFolio, Inc. All Rights Reserved.
  • 39.
        • Build your base
        • Staff, friends, residents
        • Use content from your blog
        • Post photos, resident events
        • Engage with your local community
        • Be Human
        • We connect with real people!
    Step 5: Facebook ©2011 AppFolio, Inc. All Rights Reserved.
  • 40.
        • Social Media is People Having A Conversation
        • Listen to what they are saying
        • Get involved
        • It does take time and effort
        • Is it a priority?
        • Continued effort for results
        • Compliment current efforts
        • Great Website
        • Great Service
    Conclusion ©2011 AppFolio, Inc. All Rights Reserved.
  • 41.
        • AppFolio Blog – www.AppFolio.com/blog
        • Charity Hisle – Socially Engaged Marketing – www.sociallyengagedmarketing.com
        • PropertyManager.com
        • www.RentandRetain.com
        • www.SocialMediaExplorer.com
    ©2011 AppFolio, Inc. All Rights Reserved. More Resources