Using Social Media to Build Social Capital
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Using Social Media to Build Social Capital






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Using Social Media to Build Social Capital Using Social Media to Build Social Capital Presentation Transcript

  • Using Social Media to Build Social Capital
  • Challenges of Digital Communication
    Ever Feel Like You are Talking to a Brick Wall?
  • Lack of Face to Face
  • What Do You Lose out on when there is no Face to Face?
  • Body Language is Gone
  • Bring the noise!!!
  • How does our sight and hearing affect our Trust?
  • Establishing the Trust Factor
    Consistent Posting Whether It’s Facebook, Twitter, Blogs etc
    Researching Content that is actually useful to your network
    Punctuality in Responding to Fan Feedback
    Be quick to show commendation and thankfulness to your network
    Reliable and Valuable Partnership Marketing
  • Mental Challenge of Bridging the Gap Between Face to Face and Digital
  • Using Facebook to Build Social Capital
    Goal-create plenty of positive interactions to offset negative events
    Identify Your Brand Advocates and Encourage Their Influence
    Explore different times of day and days of week to establish when your audience is engaging
    There is no one size fits all when it comes to using Facebook—Why is that?
    Use tools like HyperAlerts to monitor feedback on your pages and others
  • Get Past the Boring Status Updates
    Come check out the pool
    Fresh baked cookies!!
    Remember your rent is due
    Now leasing
    The pool is closed
    Lease specials
  • Be Creative!!
    Use local sports hype
  • Be Creative!!
    Opinions on TV shows
    The Voice
    NCIS Los Angeles
    Friday Night Lights
    American Idol
    So You Think You Can Dance
    Any others?
  • Food and Booze!!
  • What Creative Ideas can you share?
  • Where is that Insight button?
  • Using Facebook Insights
  • Using Facebook Insights
  • How have Facebook Insights been helpful to you?
    Exercise: Let’s take 5 minutes and review your individual Facebook Insights
  • Facebook NEW Features for Business
    Use Facebook as “My Business”
    See exactly who your new “likes” are
    New Notifications dropdown feature
    Identify businesses in your area with Facebook pagesespecially those you partner with
    Use Facebook as “My business” and then search for those businesses.
    Like their page
    Then Click “Home” to see all activity of pages you have liked and start the interactions
  • How do you think the new Facebook features will enhance your social capital?
  • Thank Your Residents Often
  • Address Issues Openly
  • Address Issues Openly
  • Feature Your Residents
  • Why Blog?
    Build up Partnership Marketing
    Create a Deeper Level of Connection With Your Residents
    Incredible SEO
    Better potential reach to prospects
  • Blogging Fundamentals
    Make sure it works- plugins, RSS, subscription, sharing tools etc
    Average sharing ratio is 5:1
    Robust yet easy to use comment system
    Blogging is not a sales pitch platform yet needs a call to action
    Don’t state facts, write a story
    Be involved in the online community
  • Industry Examples
  • Industry Examples
  • Site Stats
    Beginning December 2010
    297 – Total Posts
    1059 – Comments
    345 – Busiest Day, May 17th
    13,116– Total Views!
    145 – Average Views Per Day
    2,537 – Total View in April
    4,274 – Total View SO FAR in May
    545 – Facebook
    40 – Twitter
    20 – Google
    18 –
  • Content Ideas-Where Can You Get Them From?
  • Connect Blog to Your Residents
    Give your blog a voice
    Make it conversational
    Make sure it has value
    Encourage subscriptions
    Use Internal Links to keep people on your site
  • COOL Tools TO enhance your Digital presence-Paper.LI
  • COOL Tools TO enhance your Digital presence-Facebook Questions
  • COOL Tools TO enhance your Digital presence
  • COOL Tools TO enhance your Digital presence
  • Difference Between ROI and ROE
    ROI-Return on Investment
    ROE-Return on Engagement
    ROI-numbers, stats, percentages, budgets
    ROE-conversations, network growth, WOMM
  • You Can’t Be An Antisocial Company in a Social World
  • Keys to success in building social capital
    Full Company Buy-in and Participation
    Plan, Strategize, Implement, Analyze, Repeat
    Be ready for tomorrow
    We each have two ears and one mouth
    Simply Ask
  • Social Media an Aid to Conflict Resolution
    It is a common business fact that overall positive interactions reduce the level of the conflicts when they occur
  • The Scale of Social Capital
    71% of consumers have ended their relationship with a company due to poor customer service
    Globally, the average value of a lost customer is $243
    $83 billion is the cost of poor customer service in the US
    Companies focus on acquisition more than customer retention, even though it can cost 7x more to acquire new customers
    A 2% increase in customer retention has the same effect as decreasing costs by 10%
  • What’s In a Handshake?
  • Making Eye Contact in a Digital World
  • Smile When You Type
  • In conclusion
    Be part of something bigger
    Educate yourself on the tools that facilitate a digital community
    Be consistent yet flexible
    Have Fun!
  • Questions & Answers
  • There is no end to the social capital you can grow!
    Keep in touch with me on Facebook
    For some really nerdy content check me out at There are club level seats still available! 