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Capture Renters & Retain Residents Through Popular New Media Channels: The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate
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Capture Renters & Retain Residents Through Popular New Media Channels: The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate

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With vacancies on the rise around the country, it is more critical than ever to incorporate new technology and media channels into the marketing mix to keep vacancies filled. During this ...

With vacancies on the rise around the country, it is more critical than ever to incorporate new technology and media channels into the marketing mix to keep vacancies filled. During this presentation, participants will walk away with a comprehensive understanding of how to reach new renters through mobile technology and online video as well as how to building stronger connections with current residents—and turn them into ambassadors for their apartment community—through the most popular social networking sites.

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Capture Renters & Retain Residents Through Popular New Media Channels: The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate Capture Renters & Retain Residents Through Popular New Media Channels: The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate Presentation Transcript

  • Capture & Retain Residents Through Popular New Media Channels The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate
  • Review of Today’s Session
  • Source: Social Media Revolution, YouTube. Twitter Users, Mashable, April 2010. Years to Reach 50 Million Users Did You Know?
  • Source: Social Media Revolution, YouTube If Facebook were a country, it would be the world’s 3 rd largest Did You Know? 1.China 2. India 3. Facebook 4. United States 5. Indonesia
  • Source: Social Media Revolution, YouTube. >100,000,000 videos are posted on YouTube alone! Did You Know? YouTube is the 2 nd largest search engine in the world
  • Source: YouTube Did You Know? YouTube exceeds 2 billion views a day…
  • 152.7 billion text messages are sent per month 1.56 trillion text messages were sent in 2009 Text overtakes talk for US mobile phone users Did You Know? Source: CTIA, The Wireless Association, Dec 2009. Photo Source: Flickr, photine
  • Source: Nielsen Trust in Advertising Report. Only 14% of people trust traditional advertising Did You Know? 78% trust the recommendations of other consumers
  • Source: Pingdom, November 2009 27.3 million “tweets” are posted per day on Twitter… Did You Know? That’s an average of 1.1 million “tweets” per hour
  • If you had a penny for every view of YouTube’s most viewed video… Source: YouTube, April 2010. Did You Know? You would have $1.76 million dollars…and counting!
  • 93% of consumers believe a brand SHOULD have a social media presence Consumers want to connect with you socially Did You Know? Source: Cone, Inc., 2008. Photo Source: Flickr, Heberger Site
  • Source: ComScore, January 2010. Did You Know?
  • Source: Gartner, Inc. By 2013 mobile phones will outnumber PCs as the most common Web access device worldwide Did You Know? More than 1.82 billion Web enabled phones will be in use
  • Source: BBDO , Wireless Works Study. The average American takes 26 hours to report a lost wallet Did You Know? But only 26 minutes to report a lost cell phone
  • Did You Know? Using new media presents a tremendous OPPORTUNITY for your community! Source: ComScore, January 2010. Photo Source: pyzam.com
  • New Media Overview Defining Social Media, Online Video and Mobile Marketing
    • Every Demographic!
    • Ages 25 – 54 grew by 923% from 2009 to 2010
    • Our current period: The Attention Age
    • SM uses many forms and various technologies but the purpose of SM is to:
      • Facilitate conversions
      • Encourage content sharing
      • Maintain social interactions
    New Media | Social Media Social Media is about people having conversations
  • Renters of tomorrow are heavy social media users today New Media | Social Media Photo Source: Flickr, Kyan Media New communication model: dialogue People are talking about brands right now: 70% of Bloggers 30% Twitter users 41% of Facebook users Consumers trust Word of Mouth…and the speed of mouth is only limited by how fast people can type!
  • New Media | Social Media The Social Media Landscape Photo Source: Brian Solis, The Conversion Prism
  • New Media | Social Media Go to the Masses: Communication , Multimedia , Reviews/Opinions
  • Syndicated Access to streaming video and programming Branded Demonstrate the functionality of a product or need for service Bigger impact in less time and fewer words Training/ Education How to do anything! Many shapes and sizes… Entertain, EDUCATE, Inform New Media | Online Video
  • WHY…79% of apartment shoppers feel video is more useful than still photos Source: Frank N Magid Research New Media | Online Video
  • New Media | Mobile Connect with your audience in an interactive and relevant manner through a mobile device or network
  • Boundaries and roadblocks to receiving information are eliminated with the mobile web. New Media | Mobile
  • CONNECT New Media | Mobile Text Preferred mode of communication Update & inform residents Keep prospects in the know Personalized Key Words Extend your marketing message Mobile Web Instant access anywhere User friendly Lay the FOUNDATION then build… Mobile applications, online chat, location based mobile marketing, bar codes and more… Text Messaging | Mobile Websites | Personalized Keywords | Applications/Apps
  • I nstant access to information I nformation that is portable & sharable B rands to connect with them in the same ways they are searching for information New Media | So What? Today’s renter wants:
  • Benefits Using Social Media, Online Video and Mobile Marketing
  • The Five Rs of Using New Media Benefits to Your Community
      • Post updates to SM sites
      • Send alerts via text message
      • Create videos tips
      • Create event invitations
      • Contests and incentive programs
      • Get residents’ opinions
      • Respond to residents
    The Five Rs of Using New Media Create an even stronger sense of community…residents who play together stay together! R#1: RETAIN
      • Keep conversations going
      • Give your social networks something to talk about
      • Be enthusiastic and exciting
      • Listen, learn and respond
      • Be accessible
    The Five Rs of Using New Media Recruit residents to be community evangelists and create credible P2P communication R#2: RECRUIT
      • Give residents valuable tools to help communicate
        • Photos
        • Videos
        • Blog Postings
      • Promote referral contests & incentive programs to current residents
    The Five Rs of Using New Media Use new media to allow current residents to refer your community to potential new residents R#3: REFER
      • Display relevant information
      • Cross promote
        • Links to online video
        • Text to phone
        • Social networking
      • Show potential renters that you are interacting, engaging and responding to current residents
    The Five Rs of Using New Media Reach new renters by driving brand awareness and creating a personality for your community R#4: REACH
    • SM provides:
      • Improve/enhance service
      • Be proactive
    • Not responding can cause more harm than good
    The Five Rs of Using New Media Incredible opportunity to understand and respond to what people are saying about your community R#5: RESPOND
  • Implementing New Media Strategies at Your Community
    • Four Important Steps
    • Identify your goal(s)
    • Create a plan
    • Execute your new media strategies
    • Measure your success
    Getting Started
  • Step 1: Identify Your Goals Getting Started
  • Choose media: Designate resources: Identify tactics: Align with goals/ audience You, community, vendor? Keep it alive! Step 2: Develop an Action Plan Getting Started Choose Media | Designate Resources I Identify Tactics
  • Step 3: Execute Your Presence CREATE PROMOTE UPDATE CREATE JOIN MAINTAIN UPLOAD Getting Started
  • Step 4: Measure Your Success Getting Started
  • Anticipate Challenges Understanding & Fear Training Assigning Resources Scope Creep Trial & Error Choosing Vendors Oh, And One More Thing… Getting Started
  • Strategy Social Media
  • Social Media Strategy Look Before You Leap
  • Social Media Strategy Build Your Social Media Profiles & Networks
  • JOIN THE CON VER SATION Social Media Strategy
  • Promote… Promote …Promote…promote… Social Media Strategy
  • Influence Engagement Exposure Social Media Strategy Return On Insight & Return on Interaction Measure Your ROI
  • Social Media Strategy Urbane Apartments
  • Social Media Strategy Milestone Management
  • Strategy Online Video
      • Community/ apartment tours
      • Resident or employee contests
      • Community updates
      • New staff introductions
      • Apartment living tips
    Online Video Strategy Create Video Content
  • Online Video Strategy Don’t forget about your management company and community websites! Publish Content
  • Online Video Strategy Promote… Promote …Promote…promote… Check out our floorplans in video at www.hallidayapartments.com/video
  • Title Description Views Channel Subscription Social Sharing Online Video Strategy Optimize… Optimize …Optimize…optimize…
      • Views
      • Unique visitors
      • Impressions
      • Traffic source
      • Demographics
      • Social sharing
      • Media consumption
      • And more!
    Online Video Strategy Analyze Results
  • Online Video Strategy Milestone Management
  • Online Video Strategy Riverstone Residential
  • Strategy Mobile Marketing
    • Start with the basics
    • Use text as foray into mobile marketing
    • Tap into your advertising partners
    • Utilize 3 rd party
      • Use text messages to communicate with current and prospective residents
    (123) 555-1212 12:00PM 5/1/10 The pool is now open! Come by for a dip from 7AM-9PM everyday. Don’t forget ur sunscreen & towel. -XYZ Management. Text STOP to stop. Std msg rates apply. (987) 444-1212 4:57PM 4/26/10 Great chatting 2day! The 2 bdrm is $1075 and avail May 1. See pics and more on ur cell at http://m.xyzapts.com . Text STOP to stop. Std msg rates apply. Mobile Marketing Strategy Start with the Basics
      • Optimize your web site for mobile browsing
        • Simplify for efficient browsing on a mobile phone
        • Minimal graphics
        • Easy to navigate
        • Clear calls to action
        • Fast loading pages
      • Integrate into your existing marketing campaigns
    Mobile Marketing Strategy Build Your Presence
  • Mobile Marketing Strategy Promote… Promote …Promote…promote…
      • Mobile site views
      • Customized keyword engagement
      • Calls from text messages
      • Mobile site visits from text messages
      • Traffic source
      • Demographics
      • And more!
    Mobile Marketing Strategy Analyze Results
    • Results:
    • Receive over 1,000 mobile visitors a day –14% of their web traffic
    • Forecasting over 250 mobile originated leases
    • Mobile investment: $100,000 since 2007
    Mobile Marketing Strategy
    • Launched March 2010
    • Rent and service requests submission
    • Results :
    • 165,000 transactions through their Resident Portal during the first quarter 2010
    Mobile Marketing Strategy Camden
  • Review of Today’s Session
  • Final Thought… Lisa McQueeney-Dillon Director of Sales Apartments.com [email_address] (214) 585-2955 Melanie Stiles Vice President, Marketing & Training Milestone Management [email_address] (214) 561-1200