Multifamily Social Media

Multifamily On Social Media Best Practices, Pros/Cons, and a Few Other Ideas of Note Presentation design by BTLD Consulting

From Leasing Consultant to Information Concierge
“ By creating compelling content, you can become a celebrity.”
- Paul Gillin
“ New marketing is about the relationships, not the medium.” - Ben Grossman

Pros & Cons to Social Media Technology
Instant Information
Constantly updates information to keep your residents in the loop and connected
Free Tools
Can be monitored for content
People have short attention spans
Instant Information
REQUIRES constant updating to keep current information relevant
Costs time
Potential to be abused/fair housing violations concerns
The Internet’s got a long memory

Some companies in our area who are already paving the road: But Why?

Word of Mouth Marketing
Most Powerful form of Marketing in the Current Economy
It’s About Conversation
Honest & Genuine
Join the Conversation That’s Already Happening
Don’t Fear Yelp! & Apartment Ratings
Build Evangelizers
Word of Mouth Marketing by Andy Sernovitz $24.95

Other On Site Staff Benefits to Utilizing Social Media
Quick access to new ideas and solutions to common problems
More direct involvement with your residents
Community building within our industry
New trends come to you right away
Tons of new resources your team might not otherwise find
Can actually result in more productivity with a more direct communication medium

Not One Size Fits All Marketing and Connecting Needs Facebook, Twitter, YouTube, Blogs, Plaxo, Ning, LinkedIn, MySpace, Google Wave, and More

Without Method, You’ll Have Madness
Prior to “Jumping In”
Have a strategy
Is this really going to fit our core demographic?
Who will maintain it? How much time do we allow for it?
How are we going to generate new and unique content?
Remember, you don’t have to use every tool out there
Starting with Twitter and Facebook is a good idea since the two can interlink pretty well with minimal extra work
Listen before you think about speaking
Plan an organized roll out of social media marketing
Learn the netiquette of the platform that you’re using
It’s not about plastering ads, it’s about providing content.
Respect the Terms of Service (TOS) of the tool

Anything Worth Doing is Worth Doing Well…

Since our current hot sheet doesn’t, then what makes for Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate
Stuff to do on the weekends in your area
Travel tips in seasons when travel is frequent
DIY projects for apartment decorating or money saving “make it at home” tips
It’s about what your RESIDENTS want to read about, not just what you want to write about

And on the off chance you thought you could ignore it…
6 of 10 Americans who use Social Media interact with companies through Social Media sites
85% of social media users think that companies should interact with them through social media
Facebook grows by over 1 million users a WEEK in the US alone and more than 2/3 of FB users are out of college
Twitter has over 12 million users currently and is expected to grow to 18 million users by 2010
Ostrich Syndrome won’t work when it comes to Social Media.

Resources and Links
Tools can be found at:
www.facebook.com
www.twitter.com
www.ning.com
www.wordpress.com
www.youtube.com
www.plaxo.com
www.linkedin.com
www.myspace.com
www.circlepix.com
www.photobucket.com
www.flicker.com
Websites and blogs that can help:
www.multifamilyinsiders.com
www.propertymanager.com
www.30lines.com
www.mbrewergroup.com
www.apartmentveteran.com
www.apartmentmarketingblog.com
www.theapartmentnerd.com
Suggested Books:
Groundswell by Bernoff
The New Rules of Marketing and PR by Scott
Word of Mouth Marketing by Sernovitz
Creating Customer Evangelists by McConnell and Huba

Any Questions? Presentation Content by Missy Casteneta, Carla Morin & Heather Blume Special Thanks to Darcey Forbes of Essex Property Trust for her help and insight!

Multifamily Social Media

by Heather Blume on Sep 25, 2009

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Multifamily Social Media — Presentation Transcript