Social Media Presentation 2.0

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    Social Media Presentation 2.0 - Presentation Transcript

    1. Social Media
      Steven Everett, CLP
      • Director of Marketing & Regional Director for Thies & Talle Management in Chanhassen
      • Portfolio of 92 properties in 5 states with over 5,000 units
      • Size range from 11 units to 300 units
      • Affordable to Luxury
      • In the Industry for 15+ years
      • Worked both Property Management and Vendor sides
    2. Don’t Worry…
      You Don’t Need To Be A Nerd To Understand This!
    3. Quick Survey
      Who here has a Facebook Page?
      Who here has a Twitter Account?
      Who here has a MySpace Page?
      Who Actively uses You Tube?
      Who here monitors Yelp?
    4. Social Media, why bother…
      Is it really that important?
    5. [ Social Media Video ]
    6. Traditional Pathway for Marketing
    7. Social Media Pathway for Marketing
    8. Today's Pathway for Marketing
    9. Who Is This?
      Mark Zuckerberg
      Founder & Chief Executive Officer of Facebook
    10. Social Media - 3 Main Wheels
    11. Where is Everyone?
    12. True Power of Social Media
    13. Growth of Social Media
      10% of all time spent online is using Social Media which is now more popular than sending e-mails
    14. User Generated Content
      78%of people trust user generated reviews and content
    15. Research Online, Buy Offline
      According to Nielson Ratings
      92% of internet users have researched online before purchasing from a local business
    16. A Real Estate Transaction Is A Social Transaction
    17. Social Media is really no different than:
      • Outreach
      • Resident Event & Parties
      • Phone & E-mail
      • Word Of Mouth
    18. Before You Start…
      Decide who will be in charge of managing your brand and communications.
      Corporate, Site or 3rd Party
      Find out where your residents and prospects are.
      Go where the people are
      Listen on the web using tools and searches.
      Google Search, Google Alerts
    19. What Not to Do with Social Media
      Do not argue with your residents
      Do not just publish specials and availability
      Don’t forget about. It needs to be worked.
    20. The Goals of Social Media
      Know what people are saying
      Participate in conversations
      Create community and buzz
      Help your residents get to know each other and have them talk about your apartments to their friends
      Offer things that people find valuable
      Improve Resident Retention
      People stay if they have a reason
      Respond to them and encourage them to talk about your brand
    21. The Goals of Social Media
      Find new renters
      Personal referrals are always your best leads
      What can you offer people that they will find valuable
      Reduce your cost per lead and cost per lease
      Maximize your advertising to prevent having to ad more
    22. Let’s Get Started!
    23. Growth of
      Facebook has over 250,000,000. Half use it everyday
      Facebook users span ALL ages. Fastest growing segments is 54+
      Facebook is visiting monthly by 3 in every 10 people
      Facebook Users Rent YOUR Apartments
    24. Facebook Users by Age Group
    25. 5 Types of Facebook Pages
      • Individual Profile Pages For individuals
      • Public Profile Pages for Non-Fans For corporate brands (content open with limited interaction options – read only type content)
      • Public Profile Pages for Fans For corporate brands (special content and offers for “fans” that is not available to “non-fans with lots of opportunities to interact with your company/brand) Shows up on Google searches
      • Group Profile PagesPrivate groups collaborating
      • Marketplace Pages Marketplace gives you the ability to buy, sell, give away or ask for anything you might need.
    26. Power Of Facebook
      The average Facebook user has 120 friends on the website. 250 million Facebook users available. You do the math.
      Ask your residents to send out a resident referral broadcast to their friends which is a POWERFUL endorsement.
      100 residents x 120 friends each = 12,000 prospects would see a trusted “friend endorsed” introduction to your apartment community. If just 1% of these friends leased at your community, then you’d have 120 new leases.
    27. Facebook Strategy
      Find existing conversations, fans, groups and events around your brand. Don’t rule out websites like ApartmentRatings.com, Yelp.com, etc.
      Search related fan pages, groups and events for positive mentions of your brand or your competitors.
      Find out what your competitors are doing on Facebook.
      Test conversion tools – content, coupons, etc to define keywords relevant to your brand, product category and target audience.
    28. Facebook Hints
      Instead of making statements, post questions.
      “It’s going to be a weekend to get out and enjoy the weather, have fun!” but we can improve on this…
      “Suggestions needed to help enjoy this beautiful weekend, any ideas?”
      Create Interaction
      Question of the day. Quiz of the day.
      “Can you guest which staff member this baby photo belongs too?”
      Create Interest
      Post interesting quote. Ask for an interesting quote.
      Create Information
      Resident Notifications. Referral Specials. Resident events.
      “We just gave away a $300 rent credit for a resident referral! Who’s next?”
      Promote Links and Fans!
      Example: cups and handouts
    29. 1.
      4.
      5.
      8.
    30. Keys To Successful Social Media
      Read All the feedback and look for trends
      Leverage technology to help you grow
      Don’t be afraid to be the first
      Become a community hub
      Encourage Reviews / Ask for them
      Find a schedule and stick to it
      Make sure you image the same message across all platforms
      Monitor, Communicate and Participate
      Remember, it is really Word Of Mouth Marketing WOM
    31. Things You Can Do Now
      Get your company brand on all major social media outlets
      Setup Google Alerts for your brand and your competitors brand
      Listen to conversations about your brand and participate and communicate
      Learn from mistakes and build off of best practices
      Allow your sites to communicate with their residents and prospects via these means
      Develop a tracking method
      Set Goals
    32. Some Key Points
      It does not replace your traditional advertising
      Create “conversations” not “billboards
      Find a way to track success
      “Engage” in constructive conversations with your residents & prospects
    33. Social Media Is Not A FAD
      It won’t go away no matter how much you don’t understand it.
      People are talking whether your listing or not.
      It is only getting bigger!
    34. Steven Everett
      THIES & TALLE MANAGEMENT
      Facebook.com/steven.everett.mn
      Linkedin.com/in/steveneverett
      Steven Everett
      952.906.7205
      severett1215
      severett@thiestalle.com
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