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Using Social Media to Attract and Retain Residents Mike Whaling, 30 LinesSeptember 10, 2009
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For today: >>  Identify strategies to engage current and          prospective customers.  >>  Identify tools to listen to, join and lead          online conversations. >>  Incorporate these ideas into daily operations         and long-term plans. >>  Have our own conversation.
“The power of the consumer's voice  has never been stronger...  It's impacting consumer behavior  and how companies operate.”  David Daniels, VP & Research Director, Jupiter Research
“A great brand can take months,  if not years, and millions of dollars to build.  It can be destroyed in hours  by a blogger upset with your company.” Andy Beal, MarketingPilgrim.com
“Over 90% of search engine users  either find  what they are looking for,  revise their search or give up within  the first three pages of results.”  Search Engine User Behavior Study, iProspect
“53% of the content a user reads about  a company online comes from sources  other than that company’s website...”  International Social Media Research, Universal McCann
Social media? Web 2.0? Kid stuff, right?
>> More popular than email >> Twitter bigger than NY Times >> Facebook – 300M users >> 77% read blogs
The best thing to happen to your organization.
>>  It levels the playing field by          giving you a voice. >>  It gives you a direct connection          to your customers and stakeholders. >>  It gives your stakeholders a direct         connection to each other.
Social media is people  having conversations … online.
Those conversations are powered by… >>  Social networks >>  Blogs >>  Online chat >>  Podcasts >>  RSS >>Microblogs >>  Widgets >>  Social bookmarks >>  Message boards >>  Photo sharing sites >>  Video sharing sites >>  Wikis >>  And much, much more…
It’s not… It is… > Traditional marketing > Easy sales/donations > Free > Stand alone > Insightful > Conversational >Targeted > Cross-functional “It’s not how many, it’s how good.” Peter Shankman
“The influx of charities and non-profits  to platforms like Facebook and Twitter  could result in noise, congestion and  outright apathy. Spreading awareness of a good cause grows difficult when that  good cause starts to seem like spam.  If one tweet after another is seeking  donations, people might just get fed up.”   Caroline McCarthy, CNET
Getting started: Where does it fit?
Listen 	      >>	Understand what your customers  			are saying about you brand. Network	      >>	Leading the online conversation is the                                          	best way to communicate your message. Energize	      >>	Give fans the tools they need  			to share your message among their peers. Embrace	>>	Ask clients for new ideas that drive  			better service and greater innovation.  Support	      >>	Enable customers to help each other  			when service issues arise.
Understand your audiences. Your message. Your goals.
 Dig into the toolbox.
Photo credit: Mika Hiironniemi, Flickr Listen.
Who are you trying to reach? Where are they online? What are they saying?
Tools for Listening: >>  Search Engines >>  Google Alerts >>Filtrbox >>Technorati >>BoardTracker >>  RSS >>  Bit.ly >>TweetBeep / Twilert >>  Review Sites >>Trackur >>  Radian6 >>OneRiot
Photo credit: hippydream, Flickr Start networking.
Joining the Conversation >>  Learn the rules.  >>  Be interested. Be interesting. >>  Leave a trail. >>  Start courting customers and influencers.
Be approachable.
It’s not about you.
Tools for Networking: >>  Website >>  Email >>  Blogs >>  Social Networks >>  Video Sharing >>  Social Networks >>  Twitter >>  Photo Sharing >>  Discussion Boards
Energize your base. Photo credit: kbaird, Flickr
Tools for Energizing: >>ShareThis >>StumbleUpon >>Digg >>Ning >>  Video Sharing >>  Blogs >>  Widgets >>  Social Bookmarks >>  Web Applications >>  Photo Sharing
 Embrace your biggest fans. Photo credit: william couch, Flickr
 “We’re just AWESOME…”
Tools for Embracing: >>SuggestionBox >>GetSatisfaction >>  Surveys >>  Twitter >>  Yelp >>IdeaScale >>  Polls >>  Social Networks >>  Kudzu >>  Facebook Fan Page
 Support what you’ve started. Photo credit: səthsquatch, Flickr
Tools for Supporting: >>GetSatisfaction >>  Google Groups >>  Customer forums >>  Twitter >>  Wikis >>  Yahoo Answers >>  Review Sites >>  How-to videos
Does it work?
Urbane goals >>Reduce spending on paid listings >>Build sense of community and exclusivity >>Sell a lifestyle and experience
Give residents their own space.
Become a community hub.
Ask for the review.
How they make it happen 2.5 employees spend 1-3 hours a day 6-8 compensated resident bloggers
Urbane Results >> Website traffic up 65% >> Blog traffic grows 35% monthly >> Participation in Urbane Lobby up 400%
Urbane Results >> No paid advertising in past eight months >>  Nearly 100% increase in lease conversion >> Rents consistently higher per square foot than local competition >>  Brand awareness drives referrals and resident retention
One More Benefit…
Coalition for the Homeless Overall goals: >>  Increase online brand recognition >>  Reach a new demographic >>  Create a dialogue with donors and volunteers >>  Position the Coalition as an authority >>  Encourage active involvement
Five-step process: >>  Research and listen >>  Lay the groundwork >>  Create sites and add content >>  Maintain ongoing rhythms >>  Evaluate success
Orlando “Can” Care Challenge >>  Situation: Decrease in food donations >>  Idea: Food drive powered by social media >>  Goal: Collect 400 pounds of food >>  Implementation: Blog, Twitter, Facebook, Flickr >>  Result: Raised 1,000+ pounds of food
“Social media matters to the Coalition  because when they needed extra help,  their online network – people who were  strangers just months ago – stepped up  to the plate.”
What now?
 Test the water.
Pin down your goals. >>  It’s not just about marketing. ,[object Object]
  Clients, prospects, vendors, shareholders>>  Online tactics don’t play out in a vacuum,          and they don’t replace current offline efforts.
Start here: >>  Sign up for Google Alerts. >>  Create a Facebook Page. >>  Claim your Twitter account. >>  Join one local/industry-specific site. >>  Get blogging!
 “80% of success is showing up.”
Build your presence. >>  Create communication hubs.  >>  Set up profile pages.  >>  Keep the message consistent. >>  Don’t forget maps and listings sites.   >>  Keep them current.
 Steer the message. Photo credit: peminumkopi, Flickr
Steer the Message >>  Create for your audience, not your ego.  >>  Embrace influencers.  >>  Use tools to spread your reach.
 Track your progress. Photo credit: Craig Rodway, Flickr
Tracking Your Success: >>  Google Analytics >>Quantcast >>Feedburner >>  Facebook Insights >>  Yahoo Analytics >>Technorati >>IceRocket
 Obstacles Photo credit: roujo, Flickr
Obstacles >>  What’s the ROI? – “Risk Of Inaction”  >>  “It’s a fad.” – Fundamental change in habits >>  “I don’t have the time.”
Keep learning. >>  Groundswell >>  Trust Agents (and ChrisBrogan.com) >>  SearchEngineGuide.com >>  SocialMediaToday.com >>  Hello! My Name is Scott.
Industry resources >>  MultifamilyInsiders.com >>  PropertyManager.com >>  ApartmentMarketingBlog.com >>  TheApartmentNerd.com >>  ApartmentVeteran.com
#AptChat twitter.com/aptchat
Look at the whole picture. >>  Your brand is how people perceive you.          What others say about you is more  important than ever. >>  Like it or not, social media leads to          conversations about your company.          Participating helps you control the message.

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Using Social Media to Attract and Retain Residents

  • 1. Using Social Media to Attract and Retain Residents Mike Whaling, 30 LinesSeptember 10, 2009
  • 2. Download the slides at SlideShare.net/30lines
  • 3. For today: >> Identify strategies to engage current and prospective customers. >> Identify tools to listen to, join and lead online conversations. >> Incorporate these ideas into daily operations and long-term plans. >> Have our own conversation.
  • 4. “The power of the consumer's voice has never been stronger... It's impacting consumer behavior and how companies operate.” David Daniels, VP & Research Director, Jupiter Research
  • 5. “A great brand can take months, if not years, and millions of dollars to build. It can be destroyed in hours by a blogger upset with your company.” Andy Beal, MarketingPilgrim.com
  • 6. “Over 90% of search engine users either find what they are looking for, revise their search or give up within the first three pages of results.” Search Engine User Behavior Study, iProspect
  • 7. “53% of the content a user reads about a company online comes from sources other than that company’s website...” International Social Media Research, Universal McCann
  • 8. Social media? Web 2.0? Kid stuff, right?
  • 9. >> More popular than email >> Twitter bigger than NY Times >> Facebook – 300M users >> 77% read blogs
  • 10. The best thing to happen to your organization.
  • 11. >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers and stakeholders. >> It gives your stakeholders a direct connection to each other.
  • 12. Social media is people having conversations … online.
  • 13. Those conversations are powered by… >> Social networks >> Blogs >> Online chat >> Podcasts >> RSS >>Microblogs >> Widgets >> Social bookmarks >> Message boards >> Photo sharing sites >> Video sharing sites >> Wikis >> And much, much more…
  • 14. It’s not… It is… > Traditional marketing > Easy sales/donations > Free > Stand alone > Insightful > Conversational >Targeted > Cross-functional “It’s not how many, it’s how good.” Peter Shankman
  • 15. “The influx of charities and non-profits to platforms like Facebook and Twitter could result in noise, congestion and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.” Caroline McCarthy, CNET
  • 16. Getting started: Where does it fit?
  • 17. Listen >> Understand what your customers are saying about you brand. Network >> Leading the online conversation is the best way to communicate your message. Energize >> Give fans the tools they need to share your message among their peers. Embrace >> Ask clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
  • 18. Understand your audiences. Your message. Your goals.
  • 19. Dig into the toolbox.
  • 20. Photo credit: Mika Hiironniemi, Flickr Listen.
  • 21. Who are you trying to reach? Where are they online? What are they saying?
  • 22. Tools for Listening: >> Search Engines >> Google Alerts >>Filtrbox >>Technorati >>BoardTracker >> RSS >> Bit.ly >>TweetBeep / Twilert >> Review Sites >>Trackur >> Radian6 >>OneRiot
  • 23. Photo credit: hippydream, Flickr Start networking.
  • 24. Joining the Conversation >> Learn the rules. >> Be interested. Be interesting. >> Leave a trail. >> Start courting customers and influencers.
  • 27.
  • 28.
  • 29.
  • 30. Tools for Networking: >> Website >> Email >> Blogs >> Social Networks >> Video Sharing >> Social Networks >> Twitter >> Photo Sharing >> Discussion Boards
  • 31. Energize your base. Photo credit: kbaird, Flickr
  • 32.
  • 33.
  • 34. Tools for Energizing: >>ShareThis >>StumbleUpon >>Digg >>Ning >> Video Sharing >> Blogs >> Widgets >> Social Bookmarks >> Web Applications >> Photo Sharing
  • 35. Embrace your biggest fans. Photo credit: william couch, Flickr
  • 36.
  • 37. “We’re just AWESOME…”
  • 38. Tools for Embracing: >>SuggestionBox >>GetSatisfaction >> Surveys >> Twitter >> Yelp >>IdeaScale >> Polls >> Social Networks >> Kudzu >> Facebook Fan Page
  • 39. Support what you’ve started. Photo credit: səthsquatch, Flickr
  • 40.
  • 41. Tools for Supporting: >>GetSatisfaction >> Google Groups >> Customer forums >> Twitter >> Wikis >> Yahoo Answers >> Review Sites >> How-to videos
  • 43.
  • 44.
  • 45. Urbane goals >>Reduce spending on paid listings >>Build sense of community and exclusivity >>Sell a lifestyle and experience
  • 46. Give residents their own space.
  • 48. Ask for the review.
  • 49. How they make it happen 2.5 employees spend 1-3 hours a day 6-8 compensated resident bloggers
  • 50. Urbane Results >> Website traffic up 65% >> Blog traffic grows 35% monthly >> Participation in Urbane Lobby up 400%
  • 51. Urbane Results >> No paid advertising in past eight months >> Nearly 100% increase in lease conversion >> Rents consistently higher per square foot than local competition >> Brand awareness drives referrals and resident retention
  • 53.
  • 54. Coalition for the Homeless Overall goals: >> Increase online brand recognition >> Reach a new demographic >> Create a dialogue with donors and volunteers >> Position the Coalition as an authority >> Encourage active involvement
  • 55. Five-step process: >> Research and listen >> Lay the groundwork >> Create sites and add content >> Maintain ongoing rhythms >> Evaluate success
  • 56. Orlando “Can” Care Challenge >> Situation: Decrease in food donations >> Idea: Food drive powered by social media >> Goal: Collect 400 pounds of food >> Implementation: Blog, Twitter, Facebook, Flickr >> Result: Raised 1,000+ pounds of food
  • 57. “Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.”
  • 59. Test the water.
  • 60.
  • 61. Clients, prospects, vendors, shareholders>> Online tactics don’t play out in a vacuum, and they don’t replace current offline efforts.
  • 62. Start here: >> Sign up for Google Alerts. >> Create a Facebook Page. >> Claim your Twitter account. >> Join one local/industry-specific site. >> Get blogging!
  • 63. “80% of success is showing up.”
  • 64. Build your presence. >> Create communication hubs. >> Set up profile pages. >> Keep the message consistent. >> Don’t forget maps and listings sites. >> Keep them current.
  • 65. Steer the message. Photo credit: peminumkopi, Flickr
  • 66. Steer the Message >> Create for your audience, not your ego. >> Embrace influencers. >> Use tools to spread your reach.
  • 67. Track your progress. Photo credit: Craig Rodway, Flickr
  • 68. Tracking Your Success: >> Google Analytics >>Quantcast >>Feedburner >> Facebook Insights >> Yahoo Analytics >>Technorati >>IceRocket
  • 69. Obstacles Photo credit: roujo, Flickr
  • 70. Obstacles >> What’s the ROI? – “Risk Of Inaction” >> “It’s a fad.” – Fundamental change in habits >> “I don’t have the time.”
  • 71. Keep learning. >> Groundswell >> Trust Agents (and ChrisBrogan.com) >> SearchEngineGuide.com >> SocialMediaToday.com >> Hello! My Name is Scott.
  • 72. Industry resources >> MultifamilyInsiders.com >> PropertyManager.com >> ApartmentMarketingBlog.com >> TheApartmentNerd.com >> ApartmentVeteran.com
  • 74. Look at the whole picture. >> Your brand is how people perceive you. What others say about you is more important than ever. >> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
  • 75. Let’s connect. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Facebook.com/30lines Twitter.com/30lines Slides at SlideShare.net/30lines