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

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

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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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