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Social Media
For Multifamily Executives



                Greg Starr and Mike Whaling
                            October...
Today
>>   Why bother?
>>   How your organization can bene t
>>   How to develop your strategy
>>   What you can expect
www. ickr.com/photos/urbanelife/3183422847




   “Social media” is people
having conversations ... online.
Those conversations are powered by...

• Social networks         • Widgets
• Blogs                   • Social bookmarks
• ...
TheConversationPrism.com




A set of communication tools
>> It levels the playing eld
   by giving you a voice.
>> It gives you a direct connection
   to your customers.
>> It giv...
Understand your audiences.
 Your message. Your goals.
Where does it t?
>>   Public Relations
>>   Marketing
>>   Customer service
>>   Resident retention
>>   Recruiting
>>   I...
Use the right tool for the job.


www. ickr.com/photos/tashland/259178493
“We’re just AWESOME...”
Work it into your business.
Make a name
                                               for yourself
                                               by ...
So what can you do?
De ne Your Strategy
>>   Listen to the market
>>   Claim your presence
>>   Build your network
>>   Steer the conversation...
Stop shouting ... start listening.
Claim your presence.
Build your presence.
>>   Create communication hubs.
>>   Set up outposts.
>>   Keep the message consistent.
>>   Don’t fo...
Be approachable.
Joining the conversation:
>> Learn the rules.
>> Be interested. Be interesting.
>> Leave a trail.
>> Start courting custom...
It’s not about you.
Play DJ.
What metrics are you using?
Marketing
>> Increased traffic to website
>> Better traffic to website
>> Increased % of lease conversions

Branding
>> Increa...
Web traffic
Resident communication   Advertising costs
        Feedback         Newsletter costs
        Retention          ...
Obstacles
Obstacles
>> “What if somebody says something bad?”
>> “What’s the ROI?” (Risk Of Inaction)
>> “It’s a fad.” (Fundamental ...
Making it work for your company
>> Develop policies that ts your team
>> Communicate goals, de ne roles
>> Provide tools t...
How does it all t together?
Urbane goals:
>> Reduce spending on paid listings.
>> Build sense of community and exclusivity.
>> Sell a lifestyle and ex...
Give residents their own space.
Become a community hub.
Ask for the review.
How they make it happen.
Urbane results:
>> Website traffic up 65%.
>> Blog traffic grows 35% monthly.
>> Participation in Urbane Lobby up 400%.
More results:
>> Little paid advertising over past year.
>> Nearly 100% increase in lease conversion.
>> Rents 3-4x higher...
Urbane results:




                  One more bene t...
Urbane results:




                  One more bene t...
What now?
Look at the whole picture.
>> Your brand is how people perceive you.
   What other say about you is more
   important than...
Test the water.
Have fun.


www. ickr.com/photos/27403767@N00/2355638110
www. ickr.com/photos/cardopoli/219069323


Companies can’t hide anymore.
What’s your bigger idea?
#AptChat
twitter.com/aptchat
Industry sites and resources:
>> Multifamily Insiders
>> Resident 2.0
>> LinkedIn groups
>> Twitter contacts
Multifamily in uencers:
>> Eric Brown: @Eric_Urbane
>> Lisa Trosien: @LisaTrosien
>> CharityHisle: @CharityHisle
>> Heathe...
Keep learning:
>> Groundswell
>> Trust Agents
>> Cluetrain Manifesto
>> Tribes
>> SocialMediaToday.com
>> MarketingProfs.c...
Greg Starr                   Mike Whaling
877.512.5500                 386.795.8000
gstarr@propertycentric.com   mike@30li...
Let’s talk.
Social Media for Multifamily Executives
Social Media for Multifamily Executives
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Social Media for Multifamily Executives

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How multifamily executives can use social media for their business.

Originally presented by Greg Starr from Property Centric and Mike Whaling from 30 Lines on October 14, 2009.

Published in: Business, Technology

Social Media for Multifamily Executives

  1. 1. Social Media For Multifamily Executives Greg Starr and Mike Whaling October 14, 2009
  2. 2. Today >> Why bother? >> How your organization can bene t >> How to develop your strategy >> What you can expect
  3. 3. www. ickr.com/photos/urbanelife/3183422847 “Social media” is people having conversations ... online.
  4. 4. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis
  5. 5. TheConversationPrism.com A set of communication tools
  6. 6. >> It levels the playing eld by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
  7. 7. Understand your audiences. Your message. Your goals.
  8. 8. Where does it t? >> Public Relations >> Marketing >> Customer service >> Resident retention >> Recruiting >> Internal communications and training
  9. 9. Use the right tool for the job. www. ickr.com/photos/tashland/259178493
  10. 10. “We’re just AWESOME...”
  11. 11. Work it into your business.
  12. 12. Make a name for yourself by caring. www. ickr.com/photos/27403767@N00/2355638110
  13. 13. So what can you do?
  14. 14. De ne Your Strategy >> Listen to the market >> Claim your presence >> Build your network >> Steer the conversation >> Work it into your business
  15. 15. Stop shouting ... start listening.
  16. 16. Claim your presence.
  17. 17. Build your presence. >> Create communication hubs. >> Set up outposts. >> Keep the message consistent. >> Don’t forget maps and listing sites. >> Keep them current.
  18. 18. Be approachable.
  19. 19. Joining the conversation: >> Learn the rules. >> Be interested. Be interesting. >> Leave a trail. >> Start courting customers and in uencers.
  20. 20. It’s not about you.
  21. 21. Play DJ.
  22. 22. What metrics are you using?
  23. 23. Marketing >> Increased traffic to website >> Better traffic to website >> Increased % of lease conversions Branding >> Increased presence on search engines >> Responsive on ratings/reviews sites >> Increased % of lease conversions Customer Service >> Higher ratings >> Increase in resident testimonials
  24. 24. Web traffic Resident communication Advertising costs Feedback Newsletter costs Retention Turnover Brand presence Concessions Value Rents
  25. 25. Obstacles
  26. 26. Obstacles >> “What if somebody says something bad?” >> “What’s the ROI?” (Risk Of Inaction) >> “It’s a fad.” (Fundamental change in habits) >> “I don’t have the time.”
  27. 27. Making it work for your company >> Develop policies that ts your team >> Communicate goals, de ne roles >> Provide tools to help staff succeed >> EDUCATE >> Understand regulations (FTC)
  28. 28. How does it all t together?
  29. 29. Urbane goals: >> Reduce spending on paid listings. >> Build sense of community and exclusivity. >> Sell a lifestyle and experience.
  30. 30. Give residents their own space.
  31. 31. Become a community hub.
  32. 32. Ask for the review.
  33. 33. How they make it happen.
  34. 34. Urbane results: >> Website traffic up 65%. >> Blog traffic grows 35% monthly. >> Participation in Urbane Lobby up 400%.
  35. 35. More results: >> Little paid advertising over past year. >> Nearly 100% increase in lease conversion. >> Rents 3-4x higher than local competition. >> Brand awareness drives retention. >> Avg. cost per lease = $130.
  36. 36. Urbane results: One more bene t...
  37. 37. Urbane results: One more bene t...
  38. 38. What now?
  39. 39. 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, social media leads to conversations about your company. Participating helps you control the message.
  40. 40. Test the water.
  41. 41. Have fun. www. ickr.com/photos/27403767@N00/2355638110
  42. 42. www. ickr.com/photos/cardopoli/219069323 Companies can’t hide anymore.
  43. 43. What’s your bigger idea?
  44. 44. #AptChat twitter.com/aptchat
  45. 45. Industry sites and resources: >> Multifamily Insiders >> Resident 2.0 >> LinkedIn groups >> Twitter contacts
  46. 46. Multifamily in uencers: >> Eric Brown: @Eric_Urbane >> Lisa Trosien: @LisaTrosien >> CharityHisle: @CharityHisle >> Heather Blume: @artchickhb >> Brent Williams: @brentwilliams2 >> Eric Wu: @RentWiki >> Resident 2.0: @resident20
  47. 47. Keep learning: >> Groundswell >> Trust Agents >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com >> Hello! My Name is Scott.
  48. 48. Greg Starr Mike Whaling 877.512.5500 386.795.8000 gstarr@propertycentric.com mike@30lines.com propertycentric.com 30lines.com twitter.com/gregstarr twitter.com/30lines facebook.com/gregstarr facebook.com/30lines
  49. 49. Let’s talk.

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