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2 C Sherpa Field Sales Presentation Mar 2010

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2 C Sherpa Field Sales Presentation Mar 2010

  1. 1.
  2. 2. All generations, all around the world<br />The social media explosion<br />
  3. 3. ______ __ ______ _________<br />Content vs. Contact searching<br />Google Web<br />A vast database of searchable information with returns based on content, SEM and SEO<br />Social Web<br />A series of platforms that allow people to connect and share information – creating an entirely new, contact-based search dynamic<br />
  4. 4. There are now thousands of social networking sites facilitating the discovery, participation and sharing of content<br />
  5. 5. Social media usage is growing rapidly across all demographics<br />The first adopters and most expert users are the core customers of the multi-family industry.<br />The fastest-growing age group in social media is 35-54!<br />
  6. 6. Findings from At the Tipping point<br />An NCI white paper on social media in the multi-family industry<br />To read the entire report, go to www.community-sherpa.com<br />
  7. 7. Residents indicated that their social engagement with their community could influence their willingness to renew a lease or refer a friend<br /><ul><li>53% of residents say they do NOT have friends in their community
  8. 8. Who were the respondents?
  9. 9. 76% female
  10. 10. 60% under 34
  11. 11. 73% single
  12. 12. 62% work full time
  13. 13. 47% live in apartment communities with more than 100 units.</li></li></ul><li>The challenges for marketers are around the processes, not the goals <br />Who should manage it?<br />How do you create the content?<br />How do you develop and maintain the strategy?<br />How can you create economy of scale?<br />What skills do you need?<br />How do you define your goals and your ROI?<br />
  14. 14. Apartment Finder & Social Media<br />Applying a social media strategy to increase brand recognition & drive our business<br />
  15. 15. The basic framework of a social media marketing plan should . . .<br />State the brand story<br />Create a content plan to surround your brand<br />Select appropriate social media platforms for content distribution<br />Connect with current customers and prospects<br />Promote the sharing of content<br />Engage the audience and get them talking<br />
  16. 16. Apartment Finder’s social media marketing program<br />
  17. 17. Taking it to the next level . . .<br />Turn-key social media management for apartment communities & property management companies<br />Content Management <> Network Creation & Maintenance <> Reporting & Analytics<br />
  18. 18. We start by building a blog website for your community, or a network of community blogs for your property management company<br />blog.YourCommunity.ManagementCo.com<br />YourCommunity.myaptportal.com<br />Blog.YourCommunity.com<br />
  19. 19. A Facebook Fan page & Profile are created for each community, and content from the blog website is streamed into the page<br />
  20. 20. A Twitter account is established, and “tweets” are created with content headlines & links to the blog website<br />
  21. 21. We will source and place content from several “buckets” for variety and relevance<br />
  22. 22. The focus will be on a hyper-local content and engagement schedule<br />3 high-quality, engaging content items posted to the community blog each week, which also post to your Facebook and Twitter accounts<br />1-2 daily direct-to-Facebook postings<br />1-2 daily direct-to-Twitter postings<br />Outreach on Facebook and Twitter to locate more fans and followers<br />Seeking other blogs, Facebook fan pages and Twitter accounts to comment on for additional SEO opportunities<br />
  23. 23. We’ll install plug-ins for added functionality:<br />
  24. 24. <p>Welcome to our <a href="http://thereserve1.community-sherpal.com/" title="Online Community for The Reserve in Duluth Georgia">The Reserve1</a> in Duluth, Georgia! If you'd like to be part of the <a href="http://thereserve1.community-sherpal.com/forum/" title="Forum and Message Board for The Reserve<br />SEO techniques applied to each page and text element, fresh content and linked content optimize your site for Google’s spider<br /> Meta tags + Fresh Content + Linked Content <br />= the most effective SEO formula! <br />
  25. 25. Set-up is guided by your Social Media Account Manager who will work closely with you on an ongoing basis<br />In-depth set-up interview with your CommunitySherpa account manager<br />Detailed questions about:<br />the community<br />local attractions and activities<br />Major employers<br />Local media sources<br />Regional attractions<br />Entertainment<br />Comprehensive Training is conducted with your team to familiarize them with resources and opportunities, engagement techniques and reporting<br />Your CommunitySherpa account manager maintains ongoing communication to capture community information and encourage engagement<br />
  26. 26. Your resident posts and comments will be monitored & alerts provided:<br />
  27. 27. CommunitySherpa will market your social platforms to your residents and prospects <br />Announcement letter from community manager<br />Periodic e-mail blasts to residents (html)<br />Door hangers and signage to distribute throughout your community<br />Important: your resident e-mail addresses will be critical in order to effectively market your program!<br />
  28. 28. We’ll deliver a report on activity and results every month<br />Business Activity<br />Phone leads<br />Website click-thrus<br />E-mail leads<br />Social Network Activity <br />Blog visits, page views, time on site<br />Members, subscribers, fans/followers<br />Blog and Facebook comments<br />Traffic Sources<br />Organic<br />Facebook<br />Twitter<br />Direct<br />Other<br />
  29. 29. Some important details…<br />You own each of the elements of the CommunitySherpa program – social identities, content, interaction, customer and prospect database (exception: licensed stock photos and non-exclusive licensed content)<br />NCI will subject each marketing element of CommunitySherpa to legal review to ensure compliance with Fair Housing and Intellectual Property Rights law.<br />The cost is only $350 per month per community<br />
  30. 30. Apartment Finder is three powerful platforms…<br />Supporting three effective marketing strategies…<br />Internet<br />Media<br />Integrated<br />Media<br />Social Media<br />Marketing<br />We are taking everything we’ve learned at Apartment Finder about how to effectively connect shoppers with apartment communities -- and deploying this with your social media strategy to connect and engage with residents<br />
  31. 31. Let’s take a look at some live <br />CommunitySherpa sites:<br />http://reserve-n-river-tuscaloosa.myaptportal.com/<br />http://redhawkranch.myaptportal.com/<br />http://blog.creekwood.caseusa.com/<br />http://blog.standrews.lincolnapts.com/<br />

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