South Park, Social Media and Your Organization

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Steve Gilbert of Mission Residential presents thoughts on managing and thriving with online review sites from an apartment industry perspective.

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South Park, Social Media and Your Organization

  1. 1. AIM 2010<br />South Park, Social Media and Your Organization:<br />The Philosophy Behind It All<br />Steve Gilbert<br />Sr. Marketing & Internet Advertising Associate<br />Mission Residential <br />Steve Gilbert<br />Senior Marketing & Internet Advertising Associate<br />Mission Residential<br />www.MissionResidential.com<br />
  2. 2. THE CHALLENGE<br />Social Media – Technology or Philosophy?<br />Democratization of Company Performance<br />“You No Longer Control Your Brand Message”<br />Easily Accessible User Generated Content is Already Out There<br />Better Business Bureau<br />ApartmentRatings.com<br />Yelp<br />RentWiki.com<br />Google Side Wiki<br />“You can’t beat ‘em… JOIN ‘EM”<br />
  3. 3. THE NATURE OF SOCIAL MEDIA<br />BEWARE THE MONKEY!<br />Be transparent<br />Encourage feedback from customers<br />Monitor what is said<br />Engage who is saying it<br />Enforce accountability and action<br />Don’t be a fake<br />WHAT IS THE PAY OFF? <br />Separate the positive customer satisfaction performers from the bad.<br />
  4. 4. THE NATURE OF PEOPLE<br />The “Good” – 10% of Reviews<br />“The leasing manger, David is outstanding. He was on top of things from the moment I walked thru the door.”<br />The “Bad” – 85% of Reviews<br />“It is pretty ludicrous to charge money to pay rent on line.”<br />The “Ugly” – 5% of Reviews<br />“The resident needs to have the pool open on Sunday so that she can baptize her kids.”<br />
  5. 5. SOCIAL MEDIA – PROFIT, RIGHT!<br />
  6. 6. BUT, EVERYONE ELSE IS DOING IT…<br />PHASE 1PHASE 2 PHASE 3<br />?<br />Collect <br />customer reviews<br />Profit<br />
  7. 7. CONNECTING THE DOTS…<br />Resident Retention<br />Resident Referrals<br />Turnover Expenses<br />Content Quantity<br />Content Quality<br /> Customer Satisfaction<br /> Lead Generation?<br />Integrate with Resale/ CRMS?<br />Recognition Program?<br />Tie-in with Employee Bonus Program?<br />Thank You Gifts?<br />Other Incentives?<br />Annual Resident Survey?<br />Response Protocol?<br />UGC/3rd Party or Both?<br />Push/Pull Strategy?<br />Resident Retention<br />Plan<br />Tie-in with Existing Branding?<br />Buy-in?<br />Resources?<br />Corporate Culture?<br />
  8. 8. IT’S ALL MARKETING’S (circle one) FAULT / ACHEIVEMENT <br />
  9. 9. LEVERAGING REVIEWS INTO DESIRED RESULTS<br />
  10. 10. GOALS AND BENCHMARKS OF SOCIAL MEDIA<br />Short-Term<br />Set a monthly benchmark and incentive for positive user generated content<br />Set a short term benchmark for ApartmentRatings.com and other ratings sites – “Set it and they will Come”<br />Develop a motivational program that identifies key performers within your organization<br />Mid-Term<br />Create and set monthly customer satisfaction survey goals<br />Define and set attainable resident renewal percentage goals<br />Identify realistic turnover expense reductions<br />Increase resident referrals from existing review boards<br />Long-Term<br />PROFIT! $1,500 - $2,500+ bottom line impact per resident saved<br />Leverage reviews to identify and recognize achievers <br />
  11. 11. SUMMARY<br />Social media is a philosophy espoused through your business objectives and driven with customer satisfaction<br />Develop a plan that is congruent to your organization, culture, resources and expectations – one size does not fit all<br />Have a clearly defined plan that is shared across your organization<br />Positive or negative reviews pose the same opportunity for improved customer perception – it’s all about how you respond <br />
  12. 12. Feel free to e-mail me…<br />sgilbert@missionres.com<br />www.missionresidential.com<br />QUESTIONS, COMMENTS, COMPLAINTS?<br />

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