Build Your Legacy Online

1,107 views

Published on

Originally presented by Mike Whaling at the Landlords of Iowa Conference in Cedar Rapids, October 8, 2011.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,107
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Build Your Legacy Online

  1. 1. Building Your Legacy Online Mike Whaling, 30 Lineswww.flickr.com/photos/leekreider/5466688168/
  2. 2. We have the opportunityto improve our residentsʼ lives every day.
  3. 3. The legacy ... of a businessman
  4. 4. Lessons from Steve Jobs>> Great products are the best marketing>> Obsess about the customer experience>> Listen to customers, but not too much>> Always assign responsibility (DRI)>> You don’t have to invent. Just improve.
  5. 5. Legacy can be local, too
  6. 6. Why build yourpresence online?
  7. 7. 97% research products online www.flickr.com/photos/urbanelife/3183454845
  8. 8. “53% of the content users read abouta company online comes from sourcesother than that company’s website.”>> International Social Media Research, Universal McCann
  9. 9. Renters are looking for youMonthly searches on Google:apartments in Cedar Rapids — 12,100apartments Cedar Rapids Iowa — 5,400Cedar Rapids rentals — 4,400apartments for rent in Cedar Rapids — 1,600Cedar Rapids rental homes — 590
  10. 10. >> It levels the playing field by giving you a voice.>> It gives you a direct connection to your clients.>> It gives your clients a direct connection to each other.>> Google never forgets.
  11. 11. Where should I be online?
  12. 12. Endless opportunities>> Websites >> Craigslist>> Blogs >> Internet Listing Sites (ILS)>> Local directories >> Ratings & review sites>> Facebook >> Photo sharing (Flickr, Instagram)>> Twitter >> Video sharing (YouTube, Vimeo)>> E-newsletters >> Live streaming (Ustream)>> LinkedIn >> Discussion boards and forums>> Niche social networks >> Group texting (GroupMe)>> Location-based services (Yelp, Foursquare)
  13. 13. TheConversationPrism.comA set of communication tools
  14. 14. Answer these questions ...>> Who are our audiences?>> Where are they online?>> Is this a sustainable tactic?>> How does this advance business objectives?>> Does this enhance our residents’ experience?
  15. 15. What are the trends?>> Social interaction>> Personalized experience>> Real-time, real-place information>> Everyone is a publisher (even you)
  16. 16. Have a strong home base
  17. 17. For your website>> Make sure it’s easy to use>> Be clear about what you do>> Photos make the site>> Make it easy for people to contact you>> Keep it fresh>> Use a system that’s easy to edit
  18. 18. You are here.
  19. 19. How does a broad online presence help?
  20. 20. www.flickr.com/photos/codefin/31064460
  21. 21. Focus your efforts
  22. 22. What can we do?
  23. 23. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  24. 24. Be the authoritywww.flickr.com/photos/cardopoli/219069323/
  25. 25. Be the neighborhood concierge
  26. 26. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  27. 27. www.flickr.com/photos/urbanelife/3183422847 “Social media” is peoplehaving conversations ... online.
  28. 28. Customer service & FAQswww.flickr.com/photos/cardopoli/219069323/
  29. 29. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  30. 30. Build buzz & referrals
  31. 31. Let others do the talking
  32. 32. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  33. 33. Leave a trail for others to see
  34. 34. Claim your placewww.flickr.com/photos/cardopoli/219069323/
  35. 35. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  36. 36. Monitor your reputation
  37. 37. Build a broad presencewww.flickr.com/photos/cardopoli/219069323/
  38. 38. A personalized experiencewww.flickr.com/photos/cardopoli/219069323/
  39. 39. Broaden your reach>> Facebook >> Photo sharing (Flickr, Instagram)>> Twitter >> Video sharing (YouTube, Vimeo)>> Blogs >> Live streaming (Ustream)>> E-newsletters >> Discussion boards and forums>> LinkedIn >> Group texting (GroupMe)>> Niche social networks>> Location-based services (Yelp, Foursquare, Gowalla)
  40. 40. Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
  41. 41. Streamline communicationsFrom Library of Congress on Flickr
  42. 42. Many tools. Choose wisely. www.flickr.com/photos/tashland/259178493
  43. 43. Test the water.
  44. 44. Where to start?>> Focus on your website>> Claim Google Place>> Install Google Analytics>> Set Google Alerts for your name>> Create a Facebook Page>> Add “Share” buttons to your website>> Comment on a local forum/blog
  45. 45. What else can you do?>> Use email for efficient communication>> Use social media to develop relationships>> Promote your site on print materials>> Give people an incentive to visit you online>> Invite happy customers to leave reviews
  46. 46. How can we complement this online?
  47. 47. Itʼs not about you.
  48. 48. Know what success looks like.
  49. 49. Tools and resources?
  50. 50. 30lin.es/links
  51. 51. #AptChattwitter.com/aptchat
  52. 52. Look at the whole picture.>> Your “brand” is how people perceive you. What other say about you is more important than ever before.>> Like it or not, people talk about your company. Participating helps you control the message.
  53. 53. Do amazing things.Provide remarkable service.Others will share your story.
  54. 54. “Going to bed at night saying we’vedone something wonderful ...that’s what matters.”
  55. 55. instagram.com
  56. 56. Text my30 to 88000
  57. 57. Mike Whaling614.859.5030mike@30lines.com30lines.comtwitter.com/30linesfacebook.com/30lines
  58. 58. Thank you! Letʼs talk.

×