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Social Media: How Business Gets Done

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Social Media:
How Business Gets Done



                 Mike Whaling, 30 Lines
                   September 16, 2009

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Social Media: How Business Gets Done

  1. 1. Social Media: How Business Gets Done Mike Whaling, 30 Lines September 16, 2009
  2. 2. Download the slides at SlideShare.net/30lines
  3. 3. >> Why bother with social media? >> What apartment companies are doing >> What others are doing >> What you can do
  4. 4. The Internet is booming... MyNewPlace estimates nearly 80% of apartment searches now begin online.
  5. 5. ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites.
  6. 6. Internet searchers are impatient. Less than 10% of searchers read beyond the rst three pages of results.
  7. 7. Social media impacts your reputation. One-third of all Internet users post opinions. 36% think more positively about a company that maintains a blog.
  8. 8. Social media? Web 2.0? Kid stuff, right?
  9. 9. “Social media” is people having conversations ... online.
  10. 10. ...But it’s about more than a conversation.
  11. 11. The best thing to happen to your organization.
  12. 12. >> 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.
  13. 13. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis
  14. 14. Where does it t? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training
  15. 15. So what can you do?
  16. 16. De ne Your Strategy >> Listen to the market >> Claim your presence >> Build your network >> Steer the conversation >> Work it into your business
  17. 17. Understand your audiences. Your message. Your goals.
  18. 18. Stop shouting ... start listening.
  19. 19. Who are you trying to reach? Where are they online? What are they saying?
  20. 20. Claim your presence.
  21. 21. Build your presence. >> Create communication hubs. >> Set up outposts. >> Keep the message consistent. >> Don’t forget maps and listing sites. >> Keep them current.
  22. 22. Start networking.
  23. 23. Joining the conversation: >> Learn the rules. >> Be interested. Be interesting. >> Leave a trail. >> Start courting customers and in uencers.
  24. 24. Be approachable.
  25. 25. It’s not about you.
  26. 26. Play DJ.
  27. 27. “We’re just AWESOME...”
  28. 28. Work it into your business.
  29. 29. Track your progress.
  30. 30. 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
  31. 31. How does it all t together?
  32. 32. Urbane goals: >> Reduce spending on paid listings. >> Build sense of community and exclusivity. >> Sell a lifestyle and experience.
  33. 33. Give residents their own space.
  34. 34. Become a community hub.
  35. 35. Ask for the review.
  36. 36. How they make it happen.
  37. 37. Urbane results: >> Website traffic up 65%. >> Blog traffic grows 35% monthly. >> Participation in Urbane Lobby up 400%.
  38. 38. 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.
  39. 39. Urbane results: One more bene t...
  40. 40. Urbane results: One more bene t...
  41. 41. What now?
  42. 42. “80% of success is showing up.”
  43. 43. NOT ANY MORE
  44. 44. A slow drip...
  45. 45. Find ways to complement your current efforts.
  46. 46. 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.
  47. 47. Obstacles
  48. 48. 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.”
  49. 49. Test the water.
  50. 50. Build your brand to new heights.
  51. 51. #AptChat twitter.com/aptchat
  52. 52. Industry sites and resources: >> Multifamily Insiders >> Resident 2.0 >> LinkedIn groups >> Twitter contacts
  53. 53. 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
  54. 54. Keep learning: >> Groundswell >> Trust Agents >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com >> Hello! My Name is Scott.
  55. 55. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com twitter.com/30lines facebook.com/30lines
  56. 56. Your turn
  57. 57. Multifamily On Social Media Best Practices, Pros/Cons, and a Few Other Ideas of Note Presentation design by BTLD Consulting
  58. 58. From Leasing Consultant to Information Concierge
  59. 59. From Leasing Consultant to Information Concierge “New marketing is about the relationships, not the medium.” - Ben Grossman
  60. 60. From Leasing Consultant to Information Concierge “New marketing is about the relationships, not the medium.” - Ben Grossman “By creating compelling content, you can become a celebrity.” - Paul Gillin
  61. 61. Pros & Cons to Social Media Technology
  62. 62. Pros & Cons to Social Media Technology Instant Information
  63. 63. Pros & Cons to Social Media Technology InstantInformation REQUIRES constant updating to keep current information relevant
  64. 64. Pros & Cons to Social Media Technology Instant Information REQUIRES constant updating to keep current information relevant Costs time
  65. 65. Pros & Cons to Social Media Technology Instant Information REQUIRES constant updating to keep current information relevant Costs time Potential to be abused/fair housing violations concerns
  66. 66. Pros & Cons to Social Media Technology Instant Information REQUIRES constant updating to keep current information relevant Costs time Potential to be abused/fair housing violations concerns The Internet’s got a long memory
  67. 67. Pros & Cons to Social Media Technology Instant Information Instant Information REQUIRES constant updating to keep current information relevant Costs time Potential to be abused/fair housing violations concerns The Internet’s got a long memory
  68. 68. Pros & Cons to Social Media Technology Instant Information InstantInformation REQUIRES constant updating Constantly updates information to keep current information to keep your residents in the relevant loop and connected Costs time Potential to be abused/fair housing violations concerns The Internet’s got a long memory
  69. 69. Pros & Cons to Social Media Technology Instant Information InstantInformation REQUIRES constant updating Constantly updates information to keep current information to keep your residents in the relevant loop and connected Costs time Free Tools Potential to be abused/fair housing violations concerns The Internet’s got a long memory
  70. 70. Pros & Cons to Social Media Technology Instant Information InstantInformation REQUIRES constant updating Constantly updates information to keep current information to keep your residents in the relevant loop and connected Costs time Free Tools Potential to be abused/fair Can be monitored for content housing violations concerns The Internet’s got a long memory
  71. 71. Pros & Cons to Social Media Technology Instant Information InstantInformation REQUIRES constant updating Constantly updates information to keep current information to keep your residents in the relevant loop and connected Costs time Free Tools Potential to be abused/fair Can be monitored for content housing violations concerns People have short attention The Internet’s got a long spans memory
  72. 72. Some companies in our area who are already paving the road:
  73. 73. Some companies in our area who are already paving the road: But Why?
  74. 74. Word of Mouth Marketing
  75. 75. Word of Mouth Marketing Word of Mouth Marketing by Andy Sernovitz $24.95
  76. 76. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy Word of Mouth Marketing by Andy Sernovitz $24.95
  77. 77. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy It’s About Conversation Word of Mouth Marketing by Andy Sernovitz $24.95
  78. 78. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy It’s About Conversation Honest & Genuine Word of Mouth Marketing by Andy Sernovitz $24.95
  79. 79. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy It’s About Conversation Honest & Genuine Join the Conversation That’s Already Happening Word of Mouth Marketing by Andy Sernovitz $24.95
  80. 80. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy It’s About Conversation Honest & Genuine Join the Conversation That’s Already Happening Don’t Fear Yelp! & Apartment Ratings Word of Mouth Marketing by Andy Sernovitz $24.95
  81. 81. Word of Mouth Marketing Most Powerful form of Marketing in the Current Economy It’s About Conversation Honest & Genuine Join the Conversation That’s Already Happening Don’t Fear Yelp! & Apartment Ratings Build Evangelizers Word of Mouth Marketing by Andy Sernovitz $24.95
  82. 82. Other On Site Staff Benefits to Utilizing Social Media
  83. 83. Other On Site Staff Benefits to Utilizing Social Media Quickaccess to new ideas and solutions to common problems
  84. 84. Other On Site Staff Benefits to Utilizing Social Media Quick access to new ideas and solutions to common problems More direct involvement with your residents
  85. 85. Other On Site Staff Benefits to Utilizing Social Media Quick access to new ideas and solutions to common problems More direct involvement with your residents Community building within our industry
  86. 86. Other On Site Staff Benefits to Utilizing Social Media Quick access to new ideas and solutions to common problems More direct involvement with your residents Community building within our industry New trends come to you right away
  87. 87. Other On Site Staff Benefits to Utilizing Social Media Quick access to new ideas and solutions to common problems More direct involvement with your residents Community building within our industry New trends come to you right away Tons of new resources your team might not otherwise find
  88. 88. Other On Site Staff Benefits to Utilizing Social Media Quick access to new ideas and solutions to common problems More direct involvement with your residents Community building within our industry New trends come to you right away Tons of new resources your team might not otherwise find More direct conversations on shorter mediums mean more productivity, not less
  89. 89. Not One Size Fits All Marketing and Connecting Needs
  90. 90. Not One Size Fits All Marketing and Connecting Needs
  91. 91. Not One Size Fits All Marketing and Connecting Needs
  92. 92. Not One Size Fits All Marketing and Connecting Needs
  93. 93. Not One Size Fits All Marketing and Connecting Needs
  94. 94. Not One Size Fits All Marketing and Connecting Needs Facebook, Twitter, YouTube, Blogs, Plaxo, Ning, LinkedIn, MySpace, Google Wave, and More
  95. 95. Without Method, You’ll Have Madness
  96. 96. Without Method, You’ll Have Madness
  97. 97. Without Method, You’ll Have Madness Prior to “Jumping In”  Have a strategy  Is this really going to fit our core demographic?  Who will maintain it? How much time do we allow for it?  How are we going to generate new and unique content?  Remember, you don’t have to use every tool out there  Starting with Twitter and Facebook is a good idea since the two can interlink pretty well with minimal extra work
  98. 98. Without Method, You’ll Have Madness Prior to “Jumping In”  Have a strategy  Is this really going to fit our core demographic?  Who will maintain it? How much time do we allow for it?  How are we going to generate new and unique content?  Remember, you don’t have to use every tool out there  Starting with Twitter and Facebook is a good idea since the two can interlink pretty well with minimal extra work  Listen before you think about speaking
  99. 99. Without Method, You’ll Have Madness Prior to “Jumping In”  Have a strategy  Is this really going to fit our core demographic?  Who will maintain it? How much time do we allow for it?  How are we going to generate new and unique content?  Remember, you don’t have to use every tool out there  Starting with Twitter and Facebook is a good idea since the two can interlink pretty well with minimal extra work  Listen before you think about speaking  Plan an organized roll out of social media marketing  Learn the netiquette of the platform that you’re using  It’s not about plastering ads, it’s about providing content.  Respect the Terms of Service (TOS) of the tool
  100. 100. Without Method, You’ll Have Madness Prior to “Jumping In”  Have a strategy  Is this really going to fit our core demographic?  Who will maintain it? How much time do we allow for it?  How are we going to generate new and unique content?  Remember, you don’t have to use every tool out there  Starting with Twitter and Facebook is a good idea since the two can interlink pretty well with minimal extra work  Listen before you think about speaking  Plan an organized roll out of social media marketing  Learn the netiquette of the platform that you’re using  It’s not about plastering ads, it’s about providing content.  Respect the Terms of Service (TOS) of the tool
  101. 101. Anything Worth Doing is Worth Doing Well…
  102. 102. Anything Worth Doing is Worth Doing Well…
  103. 103. Anything Worth Doing is Worth Doing Well…
  104. 104. What makes for Compelling Content?
  105. 105. What makes for Compelling Content? Current local politics and cultural events around your community
  106. 106. What makes for Compelling Content? Currentlocal politics and cultural events around your community Resident written reviews of local plays/new movies
  107. 107. What makes for Compelling Content? Currentlocal politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations
  108. 108. What makes for Compelling Content? Current local politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations Daily thoughts or quotes, IF appropriate
  109. 109. What makes for Compelling Content? Current local politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations Daily thoughts or quotes, IF appropriate Stuff to do on the weekends in your area
  110. 110. What makes for Compelling Content? Current local politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations Daily thoughts or quotes, IF appropriate Stuff to do on the weekends in your area Travel tips in seasons when travel is frequent
  111. 111. What makes for Compelling Content? Current local politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations Daily thoughts or quotes, IF appropriate Stuff to do on the weekends in your area Travel tips in seasons when travel is frequent DIY projects for apartment decorating or money saving “make it at home” tips
  112. 112. What makes for Compelling Content? Current local politics and cultural events around your community Resident written reviews of local plays/new movies Restaurant reviews/recommendations Daily thoughts or quotes, IF appropriate Stuff to do on the weekends in your area Travel tips in seasons when travel is frequent DIY projects for apartment decorating or money saving “make it at home” tips It’s about what your RESIDENTS want to read about, not just what you want to write about
  113. 113. And on the off chance you thought you could ignore it…
  114. 114. And on the off chance you thought you could ignore it…  Facebook grows by over 1 million users a WEEK in the US alone and more than 2/3 of FB users are out of college  Twitter has over 12 million users currently and is expected to grow to 18 million users by 2010
  115. 115. And on the off chance you thought you could ignore it…  Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media WEEK in the US alone and more than 2/3 interact with companies through Social of FB users are out of college Media sites  Twitter has over 12 million users currently  85% of social media users think that and is expected to grow to 18 million users companies should interact with them by 2010 through social media
  116. 116. And on the off chance you thought you could ignore it…  Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media WEEK in the US alone and more than 2/3 interact with companies through Social of FB users are out of college Media sites  Twitter has over 12 million users currently  85% of social media users think that and is expected to grow to 18 million users companies should interact with them by 2010 through social media
  117. 117. And on the off chance you thought you could ignore it…  Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media WEEK in the US alone and more than 2/3 interact with companies through Social of FB users are out of college Media sites  Twitter has over 12 million users currently  85% of social media users think that and is expected to grow to 18 million users companies should interact with them by 2010 through social media Ostrich Syndrome won’t work when it comes to Social Media.
  118. 118. Resources and Links
  119. 119. Resources and Links Tools can be found at:  www.facebook.com  www.twitter.com  www.ning.com  www.wordpress.com  www.youtube.com  www.plaxo.com  www.linkedin.com  www.myspace.com  www.circlepix.com  www.photobucket.com  www.flicker.com
  120. 120. Resources and Links Tools can be found at: Websites and blogs that can help:  www.facebook.com  www.multifamilyinsiders.com  www.twitter.com  www.propertymanager.com  www.ning.com  www.30lines.com  www.wordpress.com  www.mbrewergroup.com  www.apartmentveteran.com  www.youtube.com  www.apartmentmarketingblog.com  www.plaxo.com  www.theapartmentnerd.com  www.linkedin.com  www.myspace.com  www.circlepix.com  www.photobucket.com  www.flicker.com
  121. 121. Resources and Links Tools can be found at: Websites and blogs that can help:  www.facebook.com  www.multifamilyinsiders.com  www.twitter.com  www.propertymanager.com  www.ning.com  www.30lines.com  www.wordpress.com  www.mbrewergroup.com  www.apartmentveteran.com  www.youtube.com  www.apartmentmarketingblog.com  www.plaxo.com  www.theapartmentnerd.com  www.linkedin.com  www.myspace.com Suggested Books:  www.circlepix.com  Groundswell by Bernoff  www.photobucket.com  The New Rules of Marketing and PR by Scott  Word of Mouth Marketing by Sernovitz  www.flicker.com  Creating Customer Evangelists by McConnell and Huba
  122. 122. We Know You’ve Got Questions… Presentation by Missy Castaneda, Carla Morin, & Heather Blume, with special thanks to Darcey Forbes of Essex Property Trust for her insights. Do you want to see more great events like this one? Get Involved with a WMFHA Committee!

Editor's Notes

  • Slides available for viewing and download at http://slideshare.net/30lines
  • From Universal McCann
  • This is actually where the name 30 Lines comes from...
  • This is actually where the name 30 Lines comes from...
  • Imagine your property website is a single match ... If I light that match, it puts off light, and I can probably see it in a dark room.
  • Now imagine your best customers, your biggest fans, are all shining a light on you. Probably changes how other people might view your business, right? This is what you really want... Let’s find ways to get our biggest fans shining their light on us.

    (Note the cell phone in the foreground ... How times change, eh?)
  • Get out of broadcast mode and start listening to your customers.
  • Use tools like Google Alerts, Google Blog Search, Twitter Search, and Technorati to identify where conversations are happening ... conversations about you, your brand, your staff, your neighborhood, your competition, anything relevant to your business.

    Find your audience, find ways to connect.
  • Enterprise Community Partners
  • Treat it like a cocktail party ... you can’t be too aggressive or annoying. Don’t be “that guy.”

    Find the most vocal, most passionate people ... then look for ways to help them.
  • The easiest way to build your network? Be approachable.

    Scott Ginsberg - http://hellomynameisscott.com
  • Being interesting all the time can be tough. Think of yourself as a DJ, a talk show host, or an information concierge (reference Heather).

    Create a “playlist” worthy of your audience’s attention.
  • One great way to claim your presence is to create a blog. Here, you can play DJ by highlighting what’s cool and what’s new around town.

    Examples: Surfing Nosara - http://surfingnosara.com (Hat tip to Eric Wu for this example.)
  • Embrace your biggest fans and your staff ... getting them involved can actually make your job easier.
  • Finally, find ways to work these tools into other parts of your business.

    My Starbucks Idea - http://mystarbucksidea.com
  • Frank Eliason, Comcast - http://twitter.com/comcastcares
  • Google Analytics - http://www.google.com/analytics
    Quantcast - http://www.quantcast.com
    Bit.ly - http://bit.ly
    Feedburner - http://feedburner.google.com
    Facebook Insights
    Omniture
    Technorati - http://www.technorati.com
    IceRocket - http://www.icerocket.com
  • Urbane Lobby: http://urbanelobby.com
  • The Urbane Life blog - http://urbaneblog.com
  • Woody Allen once said, “80% of success is showing up.”
  • Not going to happen overnight...
  • Online tactics don’t play out in a vacuum, and they don’t replace your current marketing efforts.

    Urbane puts itself at a disadvantage.
  • Do a search for your company, your organization, your competition … see what comes up. Also, try tools by using them internally first.
  • These initiatives are tough to do at each property. Have a local mindset, but focus on a bigger idea ... focus on building a bigger brand message. One last great example (regardless of your politics) ... CHANGE.
  • Multifamily Insiders: http://www.multifamilyinsiders.com
    Resident 2.0: http://www.resident20.com
    LinkedIn groups: http://www.linkedin.com
    Twitter contacts ==> See next slide for links.
  • Industry contacts on Twitter:
    - Eric Brown: http://twitter.com/Eric_Urbane
    - Lisa Trosien: http://twitter.com/ltrosien
    - Charity Hisle: http://twitter.com/CharityHisle
    - Heather Blume: http://twitter.com/artchickhb
    - Brent Williams: http://twitter.com/brentwilliams2
    - Eric Wu: http://twitter.com/RentWiki
    - Resident 2.0: http://twitter.com/Resident20
    - Training Factor: http://twitter.com/trainingfactor
  • Resources:
    - Groundswell: http://groundswell.forrester.com
    - Trust Agents: http://chrisbrogan.com
    - Cluetrain Manifesto: http://www.cluetrain.com
    - Tribes (Seth Godin): http://www.triiibes.com
    - Social Media Today: http://www.socialmediatoday.com
    - MarketingProfs: http://www.marketingprofs.com
    - Hello! My Name is Scott: http://hellomynameisscott.com
  • With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for:
  • With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for:
  • With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for:
  • ×