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
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.
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
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
Growth of Facebook has over 300,000,000. 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
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.
Power Of Facebook The average Facebook user has 120 friends on the website. 300 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.
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.
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
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
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
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!
Some FREE Great Resources Tweetdeck.com Tweetwally.com Animoto.com Google.com/alerts Twtvite.com Developers.facebook.com/plugins Dropbox.com Wordpress.com Namechk.com