Building Your Online Corporate Mullet

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    Building Your Online Corporate Mullet - Presentation Transcript

    1. Building Your Online Corporate Mullet
      Ideas you can implement tomorrow at work
      Mark Juleen, J.C. Hart Apartment Communities
      Duncan Alney, Firebelly Marketing
      Twitter: #corpmullet
      www.corporatemullet.com
    2. REQUIRED: Social Media Understanding
    3. Do you know these guys?
    4. Do you know these guys?
      Seth Godin
      Malcolm Gladwell
      Tom Peters
    5. How about these guys?
    6. How about these guys?
      Chris Brogan
      Guy Kawasaki
      Gary Vaynerchuk
    7. It’s tough out there
      Almost 10% unemployment
      Financial institutions collapsing
      Automakers on the brink
      Consumer confidence down
    8. TheOpportunity
      Dare to care about your customers
      Build relationships
      Trust should be your goal
    9. We’ll start with the Mullet
    10. Famous Mullets
      Billy Ray
      Cyrus
      Don
      Johnson
      John
      Stamos
      Phil
      Collins
      Bono
    11. The Mullet
      It’s famous
      It’s recognizable
      It’s evolved
      It’s different
      It’s brave
      It shows belongingness
    12. The Corporate Mullet
      It’s a mindset: Dare to embrace a socialized business model online
      Formality is shrinking: Social is the norm
      Make business social: social is the party in the back
      Be a part of the conversations
      Make your brand relevant and open
    13. How to build your Corporate Mullet
      Socialize your website
      Engage with your customers
      Monitor your competitors
      Identify & activate your evangelists
      Encourage interactions
    14. Non-Apartment Industry Examples
    15. Examples
    16. Zappos
      CEO on Twitter
      Funny, helpful, trustworthy personality
      A lot of employees “tweeting
      $1 million in Twitter-related sales
      Also on Facebook and blogs
      www.zappos.com
    17. Starbucks
      www.MyStarbucksIdea.com
      Consumer feedback
      Submit, vote, review in action
      Asking for involvement
      Making it happen publicly
    18. Blendtec
      Will it Blend? video series
      7 million views of iPhone
      YouTube sensation
      5 fold increase in sales
      Clever, low cost
      www.youtube.com/blendtec
    19. Yats
      Small restaurant group with 4 Indy locations
      CEO leads and believes in social media
      Very active Facebook profile, group and page
      Mobile ramp up with promotions
      Twitter presence
      Evening out sales through the week
      Growing sales at weak location
      www.yatscajuncreole.com
    20. Applying the Corporate Mullet to the apartment industry
    21. Why does it apply?
      200,000,000 people online
      People business
      People do business with people
      Go where the people are
    22. “A real estate transaction is a social transaction”
      - Pete Flint, CEO of Trulia.com
    23. What is the fear?
      Conservative finance
      Fair Housing Law
    24. Social media is really no different than …
      Outreach
      Resident events and parties
      Telephone or Email
    25. Case Studies
    26. http://www.homeisjchart.com
    27. J.C. Hart objectives
      Increase exposure and traffic to company website
      Increase online content and improve search results
      Community-building to help retain existing residents
      Reduce marketing expenses
    28. J.C. Hart strategies
      Optimize online content for keywords and search
      Replace paper community newsletters with blogs
      Facebook, MySpace, Twitter, & Flickr accounts
      optimized for brand and keywords
      Establish a YouTube channel and launch a
      resident video contest for user-generated
      content and testimonials
    29. J.C. Hart results
      Traffic to website up nearly 75% compared to June 2008
      Social media sites deliver traffic to main website
      YouTube channel received over 10,000 views in 8 weeks
      Eliminated Print/Guide Marketing Avg. Saving $35/unit
      Physical Traffic/Showings up 4.15% YTD ‘08 vs. ’09
      In 6 months from page 53 to page 2 on Google for “Indianapolis Apartments”
    30. Video contest a hit with residents and received good publicity
    31. YouTubeWinnershttp://www.youtube.com/homeisjcharthttp://livethelife.homeisjchart.com
    32. http://www.urbaneapts.com
    33. Urbane Objectives
      One recognizable brand
      Use no traditional paid advertising
      Break away from “Apartment Commodity”
    34. Urbane Strategy
      Engage with customers and residents
      Company website, Blogs, and free tools likeCraigslist, Ning, Facebook, etc.
      Socialize with the local community
      Have marketing create income
    35. Urbane results
      12,000 website visitors a month for 360 units
      - ½ main website, other ½ to Blog and Ningsite
      Google page 1 for “Apartments Royal Oak”
      Traffic growing 35% month over month
      VIP Program generating monthly income
      Still no traditional paid ads
    36. Others using social media tools
      Bell Partners
      Campus Living Villages
      UDR
    37. If you’re trying to build a brand online what might that look like?
      J.C. Hart Apartments
      Urbane Apartments
      UDR Apartments
    38. Ideas you can implement tomorrow
      Get your brand name on all major social media assets.
      Set up Google Alerts for your brands and competitors brands
      Know what people are saying about you online, and participate in the conversation.
    39. Ongoing strategy
      Hire professional help
      Don’t write policies
      Train people in best practices, learn from mistakes
      Monitor and measure efforts
      Kaizen everything
    40. The Benefits
      Conversations
      Top of mind awareness
      Google Juice
      The online friend Multiplier
      Measurable Results
      Reduce marketing budgets
    41. Summary
    42. Building your Corporate Mullet is a way of doing business. It’s not about social media. It’s about socializing your brand online and offline!
      Develop a strategy and best practices, not policies, to use online tools (just like email and telephone)
      Reach outside your industry for inspiration
      Remember the online “multiplier”
      Being all “business” is not remarkable. You need to collaborate with “the party” in the back.
    43. Want More?
      www.multifamilyinsiders.com
    44. Mark Juleen
      Duncan Alney
      J.C. Hart, Marketing Director
      mark@homeisjchart.com
      www.theapartmentnerd.com
      Twitter: @mbj
      Firebelly Marketing, President
      duncan@firebellymarketing.com
      www.firebellymarketing.com
      Twitter: @firebelly

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