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Overcoming Social Media Marketing Challenges in the Multifamily Industry for Property Managers and Apartment Marketers

Overcoming Social Marketing Challenges in Multifamily

***Note: Our panel was a discussion panel with conversations centered around the topics listed below. We did not review these slides during the live session, but intentionally built them for your use and reference AFTER the session.***

We would like to thank Steve Lefkovits for moderating our panel, asking relevant questions and engaging the audience to participate.

_______________________________________________

With each passing year social media marketing presents even more challenges to the multifamily industry. From reputation management to measurement, from content to training and time management; there are many pieces of the puzzle. How can you overcome all of these challenges in order to build an effective social media implementation plan and the foundation of a long-term strategy? In this session, we will discuss the common social media challenges for communities, portfolios and companies and demonstrate scenarios for your success.

Challenges to be discussed include:
• Choosing the right mix of networks based on the target demographic.
• Keeping up with changes to social networks and what to do with all of the emerging social networks.
• Creating an actionable strategy based on available resources and the target demographic.
• Team engagement: generating internal interest and buy-in.
• Reputation Management.
• Resources, coordinating activity and time management.
• Bridging the gap between the agency and the site level.
• Creating and curating content.
• Training and tools.
• Measurement/ROI

Do you have a challenge we haven’t mentioned? Tweet it to us: Charity – @SoEngaged, Jared – @JaredMillr, and Krista – @KristaCastillo.

Steve Lefkovits, 
CEO of Joshua Tree Consulting
, Producer of the Apartment Internet Marketing Conference
 
Jared Miller, 
Vice President of Performance & Strategy, 
Director of Asset Management
, The Bainbridge Companies
 
Krista Lutz Castillo
, Vice President, National Sales, 
Apartment Finder & CommunitySherpa
 
Charity Zierten, 
Chief Engagement Officer
, Socially Engaged Marketing®
 

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Overcoming Social Media Marketing Challenges in the Multifamily Industry for Property Managers and Apartment Marketers

  1. 1. Overcoming Social Marketing Challenges in MultifamilySteve Lefkovits  Krista Lutz Castillo  Jared Miller  Charity Zierten
  2. 2. CHOOSING NETWORKS BASED ON TARGET DEMOGRAPHIC 2
  3. 3. TAKEAWAYS:• Participate and advertise on networks that residents and prospects prefer• Share content consistent with the culture of the individual network• Brand consistently across networks• Monitor new networks for future opportunities to engage or advertise 3
  4. 4. KEEPING UP WITH EMERGING SOCIAL NETWORKS & CHANGES4
  5. 5. TAKEAWAYS:• Evaluate how competitors and local businesses utilize new networks• Cautiously engage on new networks• Quarterly social marketing training to address network changes and emerging social networks 5
  6. 6. CREATING ACTIONABLE STRATEGIES 6
  7. 7. WHO HAS A WRITTEN STRATEGY? 7
  8. 8. SAMPLE OF SIMPLE STRATEGY 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. TAKEAWAYS:• Evaluate online presence(s) of competitors and local businesses• Benchmark data before establishing goals• Objectives (SMART), Tools, Tactics• Integration and building an audience• Sample content calendars and campaigns• Launch strategy• Measurement calendar 13
  14. 14. GENERATING INTERNAL INTEREST & BUY-IN 14
  15. 15. HOW CAN YOU CREATE A SOCIAL CULTUREWHEN YOU DON’T HIRE WITH THAT IN MIND? 15
  16. 16. ARE YOUR TEAMS COMPETITIVE? 16
  17. 17. TAKEAWAYS:• Create a social company culture and include in talent acquisition• Recognize excellence and goal achievement• Encourage employee competitions based on engagement 17
  18. 18. REPUTATION MANAGEMENT 18
  19. 19. DO YOU THINK STARWOOD TRACKS THE CORRELATION BETWEEN REVIEWS & RESERVATIONS? 19
  20. 20. WHAT DO YOUR TEAMS DO WHEN THATHAPPY RESIDENT COMES TO THE OFFICE? 20
  21. 21. WHAT ARE HOTELS DOING? 21
  22. 22. WHAT ARE HOTELS DOING? 22
  23. 23. WHAT ARE HOTELS DOING? 23
  24. 24. WHAT ARE HOTELS DOING? 24
  25. 25. TAKEAWAYS:• Track lead volume in relation to ROI• Regularly monitor reputation• Ask for reviews• Emulate hospitality review responses 25
  26. 26. RESOURCES, COORDINATINGACTIVITY & TIME MANAGEMENT 26
  27. 27. TAKEAWAYS:• Include social network management time within daily scheduled activities• Set expectations for quantity and location of updates• Create a repository of on-site team blog posts to generate ideas• Train professionals seeking advancement by sharing online resources 27
  28. 28. BRIDGING THE GAP BETWEEN THE AGENCY AND SITE-LEVEL 28
  29. 29. TAKEAWAYS:• It is critical to schedule regular meetings• Determine who “owns” social media responsibilities onsite• For authenticity, onsite teams should also post twice a week• GET INVOLVED in the creative process 29
  30. 30. Matthew JacquesCREATING & CURATING CONTENT 30
  31. 31. TAKEAWAYS:• The right tools make finding and creating interesting (and relevant) content simple• “Write once, publish to many” distribution strategy• Tools make a difference: Content planning, draft and proof management, monitoring and responding to comments 31
  32. 32. TRAINING & TOOLS 32
  33. 33. TAKEAWAYS:• Include a range of training resources available for the onsite teams• Establish a go-to destination blog with links to learn about new and changing technology• Regularly scheduled monthly presentations 33
  34. 34. MEASUREMENT &RETURN ON INVESTMENT 34
  35. 35. Image Credit: socmedsean.com 35
  36. 36. TAKEAWAYS:• Conversion is not the only goal, there are other measurable goals that can be used to determine ROI• Share the results of your progress with your team, focusing on goals 36
  37. 37. DISCUSSION, QUESTION & ANSWER 37
  38. 38. Steve Lefkovits  Jared Miller  Krista Lutz Castillo  Charity Zierten

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  • SummerPalma

    Feb. 27, 2013
  • summerjoyner

    Apr. 14, 2015

Overcoming Social Marketing Challenges in Multifamily ***Note: Our panel was a discussion panel with conversations centered around the topics listed below. We did not review these slides during the live session, but intentionally built them for your use and reference AFTER the session.*** We would like to thank Steve Lefkovits for moderating our panel, asking relevant questions and engaging the audience to participate. _______________________________________________ With each passing year social media marketing presents even more challenges to the multifamily industry. From reputation management to measurement, from content to training and time management; there are many pieces of the puzzle. How can you overcome all of these challenges in order to build an effective social media implementation plan and the foundation of a long-term strategy? In this session, we will discuss the common social media challenges for communities, portfolios and companies and demonstrate scenarios for your success. Challenges to be discussed include: • Choosing the right mix of networks based on the target demographic. • Keeping up with changes to social networks and what to do with all of the emerging social networks. • Creating an actionable strategy based on available resources and the target demographic. • Team engagement: generating internal interest and buy-in. • Reputation Management. • Resources, coordinating activity and time management. • Bridging the gap between the agency and the site level. • Creating and curating content. • Training and tools. • Measurement/ROI Do you have a challenge we haven’t mentioned? Tweet it to us: Charity – @SoEngaged, Jared – @JaredMillr, and Krista – @KristaCastillo. Steve Lefkovits, 
CEO of Joshua Tree Consulting
, Producer of the Apartment Internet Marketing Conference   Jared Miller, 
Vice President of Performance & Strategy, 
Director of Asset Management
, The Bainbridge Companies   Krista Lutz Castillo
, Vice President, National Sales, 
Apartment Finder & CommunitySherpa   Charity Zierten, 
Chief Engagement Officer
, Socially Engaged Marketing®  

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