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Social Media: Marketing the Millennial Way

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Mike Whaling of 30 Lines presents a case study about Urbane Apartments and their use of social media as a communication channel for marketing and customer service. Originally presented to the Minnesota Multi Housing Association on March 10, 2009.

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Social Media: Marketing the Millennial Way

  1. 1. Tuesday, March 10, 2009
  2. 2. Social Media: Marketing the Millennial Way Tuesday, March 10, 2009
  3. 3. I am NOT Eric Brown. Tuesday, March 10, 2009
  4. 4. Download the slides at SlideShare.net/30lines Tuesday, March 10, 2009
  5. 5. >> Background >> What Urbane is doing >> What others are doing >> What you can do Tuesday, March 10, 2009
  6. 6. “The power of the consumer’s voice has never been stronger... It’s impacted consumer behavior and how companies operate.” >> David Daniels, VP & Research Director, Jupiter Research Tuesday, March 10, 2009
  7. 7. The Internet is booming... MyNewPlace estimates over 70% of apartment searches now begin online. Tuesday, March 10, 2009
  8. 8. ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites. Tuesday, March 10, 2009
  9. 9. Internet searchers are impatient. Less than 10% of searchers read beyond the rst three pages of results. Tuesday, March 10, 2009
  10. 10. Social media impacts your reputation. One-third of all Internet users post opinions. 36% think more positively about a company that maintains a blog. Tuesday, March 10, 2009
  11. 11. Social media? Web 2.0? Kid stuff, right? Tuesday, March 10, 2009
  12. 12. Tuesday, March 10, 2009
  13. 13. Tuesday, March 10, 2009
  14. 14. “Social media” is people having conversations online. Tuesday, March 10, 2009
  15. 15. ...But it’s about more than a conversation. Tuesday, March 10, 2009
  16. 16. The best thing to happen to your organization. Tuesday, March 10, 2009
  17. 17. >> 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. Tuesday, March 10, 2009
  18. 18. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis Tuesday, March 10, 2009
  19. 19. Where does it t? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training Tuesday, March 10, 2009
  20. 20. Tuesday, March 10, 2009
  21. 21. Goals • Reduce spending on paid listings. • Build sense of community and exclusivity. • Sell a lifestyle and experience. Tuesday, March 10, 2009
  22. 22. Nobody cares about your apartments. Tuesday, March 10, 2009
  23. 23. Only using online classi eds Tuesday, March 10, 2009
  24. 24. MySpace Tuesday, March 10, 2009
  25. 25. Facebook pro le Tuesday, March 10, 2009
  26. 26. Facebook page Tuesday, March 10, 2009
  27. 27. Resident social network Tuesday, March 10, 2009
  28. 28. Community blog Tuesday, March 10, 2009
  29. 29. Extend your reach. Tuesday, March 10, 2009
  30. 30. Give ‘em something to talk about. Tuesday, March 10, 2009
  31. 31. Tuesday, March 10, 2009
  32. 32. Tuesday, March 10, 2009
  33. 33. Tuesday, March 10, 2009
  34. 34. Fail fast. Try again. Tuesday, March 10, 2009
  35. 35. ickr.com/photos/urbanelife Tuesday, March 10, 2009
  36. 36. Ask for the review Tuesday, March 10, 2009
  37. 37. Internal Resources >> 2 employees spend 1 - 3 hours per day >> 4 - 6 compensated resident bloggers Tuesday, March 10, 2009
  38. 38. Change the way you think about the entire customer experience. Tuesday, March 10, 2009
  39. 39. Results • Website traffic up over 65%. • Blog traffic up over 4,300%. • Participation in Urbane Lobby tripled. Tuesday, March 10, 2009
  40. 40. Results • No paid advertising in past six months. • Nearly 100% increase in lease conversion. • Rents consistently higher per square foot than local competition. • Brand awareness drives referrals and resident retention. Tuesday, March 10, 2009
  41. 41. Another bene t... Tuesday, March 10, 2009
  42. 42. Another bene t... Tuesday, March 10, 2009
  43. 43. Tuesday, March 10, 2009
  44. 44. Tuesday, March 10, 2009
  45. 45. Tuesday, March 10, 2009
  46. 46. Tuesday, March 10, 2009
  47. 47. Tuesday, March 10, 2009
  48. 48. Change the way you think about customer service. Tuesday, March 10, 2009
  49. 49. Tuesday, March 10, 2009
  50. 50. Gary Vaynerchuk Tuesday, March 10, 2009
  51. 51. Tuesday, March 10, 2009
  52. 52. Change the way you think about what you’re selling. Tuesday, March 10, 2009
  53. 53. So what can you do? Tuesday, March 10, 2009
  54. 54. “80% of success is showing up.” Tuesday, March 10, 2009
  55. 55. NOT ANY MORE Tuesday, March 10, 2009
  56. 56. Stop shouting.... Start listening. Tuesday, March 10, 2009
  57. 57. Find your audience. Find ways to connect. Tuesday, March 10, 2009
  58. 58. Find ways to complement your current efforts. Tuesday, March 10, 2009
  59. 59. A slow drip... Tuesday, March 10, 2009
  60. 60. 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 Tuesday, March 10, 2009
  61. 61. 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. Tuesday, March 10, 2009
  62. 62. Five sites to try this week: >> Google Alerts >> Facebook >> Yelp >> Multifamily Insiders >> Twitter Tuesday, March 10, 2009
  63. 63. ...And ve more: >> RentWiki >> Delicious >> Flickr >> Vimeo >> Ning Tuesday, March 10, 2009
  64. 64. Keep learning: >> Groundswell >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com Tuesday, March 10, 2009
  65. 65. Build your brand to new heights. Tuesday, March 10, 2009
  66. 66. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Twitter.com/30lines Tuesday, March 10, 2009

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