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SOCIAL MEDIA
AUTHENTICITY
HOW TO BRAND YOUR ASSETS INDIVIDUALLY
WITH SCALING PORTFOLIOS
Nicole Mintiens
Data Analysis & In...
Cohn & Wolfe 2016 Authentic 100
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
AUTHENTICITY:
HONESTLY expressing
VALUES through
EVERY INTERACTION.
@Nicole_Minti...
“78% of consumers
DO NOT THINK brands
are OPEN and HONEST.”
- Cohn & Wolfe 2016 Authentic 100
THE AUTHENTICITY GAP
@Nicole...
THE AUTHENTICITY GAP
YOU
THE AUTHENTICITY GAP
RESIDENT
AUDIENCE EXPECTATIONS
VS ACTUAL
BRAND EXPERIENCES
@Nicole_Mintiens
...
YOU RESIDENT
THE AUTHENTICITY GAP
1 COMMUNITY
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
10 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
30 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
YOU RESIDENT
THE AUTHENTICITY GAP
60 COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAP
YOU RESIDENT
100+ COMMUNITIES
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
UNDERSTAND
YOUR CUSTOMERS
and their EXPECTATIONS
to SUCCEED in SOCIAL
@Nicole_Min...
THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER
BRINGING BRAND
@Nicole_Mintiens
#multifamilysms2017
LIMITED
RESOURCES
(PLUS HIGH CHURN)
“60%
OF ORGANIZATIONS HAVE A
1-3 PERSON
SOCIAL MEDIA TEAM.”
- Salesforce, 2015 State o...
LIMITED
TRAINING
(AND MOTIVATION)
THE AUTHENTICITY GAP
THE AUTHENTICITY GAPTHE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
“where luxury
and convenience
CONVERGE!”
I want to live…
- Unmotivated Copywriter
@Nicole_Mintiens
#multifamilysms2017
“always fresh,
forever ORIGINAL
apartment.”
I want an…
- No resident, ever.
@Nicole_Mintiens
#multifamilysms2017
GENERIC
SHORTCUTS
(& DIFFERENTIATORS)
THE AUTHENTICITY GAP
CHECKLIST
MARKETING
(EFFICIENT > EFFECTIVE)
THE AUTHENTICITY GAP
BE EFFECTIVE
@Nicole_Mintiens
#multifamilysms2017
Source:http://www.rmagency.com/living-brand-promise/
SOLID FOUNDATION
BRAND AUTHENTICITY:
EXPRESSING VALUES AT EVERY TOUCHPOINT
@Nicole_Mintiens
#multifamilysms2017
EMBRACE BRAND VALUES TO
CLOSE AUTHENTICITY GAP
YOU RESIDENT
THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
HAPPY
EMPLOYEES
(BRAND ADVOCATES)
@Nicole_Mintiens
#multifamilysms2017
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICIT...
“If you need maintenance requests
or just about anything, the staff
will accommodate you in ways I
haven't experienced bef...
CUSTOMER OBSESSED
@Nicole_Mintiens
#multifamilysms2017
BETTER
UNDERSTAND
CUSTOMERS
(THROUGH RESEARCH)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
>2000%
BETTER THAN...
COMPETE
WITHOUT
COMPETITION
(WHEN TRULY UNIQUE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
BEST
PRACTICES
(DO OR DIE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
AUTOMATE
RELATIONSHIPS
(PUSH TO ALL CHANNELS)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
LIMITED
ENGAGEMENT
(HELLO? THIS THING ON?)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
INCREASE
ADVERTISING
(INCREASE EXPOSURE
WITH LIMITED BUDGET)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
MEASURE ROI
(PROVE YOUR VALUE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
@Nicole_Mintiens
#multifamilysms2017
LEVERAGE DATA
@Nicole_Mintiens
#multifamilysms2017
DECREASE
COST PER CLICK
(INCREASING
RELEVANCE)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
PARETO PRINCIPLE
@Nicole_Mintiens
#multifamilysms2017
FOCUS SOCIAL
PRESENCE
(IMPROVED
EFFECTIVENESS)
@Nicole_Mintiens
#multifamilysms2017THE AUTHENTICITY GAP
TOP REFERRAL SOURC...
INCREASE
ENGAGEMENT
(USING DATA)
SCALEABLE PLANNING
with the Kipling Method
@Nicole_Mintiens
#multifamilysms2017
STEP
1
START WITH WHY
@Nicole_Mintiens
#multifamilysms2017
WHY?
BUSINESS
OBJECTIVE(S)
TO BE
IMPACTED
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
#APTCHAT
Tues. 10am PST
LISTENING
@Nicole_Mintiens
#multifamilysms2017
LISTENING
@Nicole_Mintiens
#multifamilysms2017
STEP
2
MONITOR & LISTEN
@Nicole_Mintiens
#multifamilysms2017
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
CONVERSATIONS ABOUT:
●...
STEP
2
FOCUS PRESENCE
BUILD AUDIENCE BEFORE EXPANDING
@Nicole_Mintiens
#multifamilysms2017
WHAT?
CHANNELS TO
ACCOMPLISH
TH...
STEP
2
FOCUS RESOURCES
STOP TASKS THAT DON’T AID OBJECTIVE.
WHAT?
CHANNELS TO
ACCOMPLISH
THE “WHY”
@Nicole_Mintiens
#multi...
TOP REFERRAL SOURCES BY CONVERSIONS
(G5 Multifamily)
FOCUS LIMITED RESOURCES FOR EFFECTIVENESS
OBJECTIVE = DRIVE CONVERSIO...
STEP
2
AUTOMATE CAREFULLY
BUSINESS IS BUILT ON RELATIONSHIPS
@Nicole_Mintiens
#multifamilysms2017
ROBOTS CAN’T BUILD RELAT...
STEP
3
WHO ARE YOU?
REWARD ACTIONS THAT REFLECT VALUES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
“CULT...
STEP
3
WHO ARE YOU?
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
ACKNOWLEDGE & AMPLIFY BEHAVIORS
STEP
3
WHO ARE YOU?
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY IDEAL RESIDENTS
○ “Why did you ...
STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY...
STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY...
STEP
3
WHO ARE YOU?
DISCOVER COMPETITIVE ADVANTAGES
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
● SURVEY...
STEP
3
WHO DO YOU SERVE?
USE DATA TO UNDERSTAND RESIDENTS
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms2017
STEP
3
WHO WILL BE INVOLVED?
LEVERAGE YOUR PEOPLE’S POTENTIAL
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamilysms201...
STEP
3
WHO WILL BE INVOLVED?
CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE
WHO?
BRAND
AUDIENCE
TEAM
@Nicole_Mintiens
#multifamil...
STEP
4
WHERE’S YOUR TEAM?
COLLABORATE TO COMMUNICATE
WHERE?
TEAM
MEMBER
LOCATIONS
@Nicole_Mintiens
#multifamilysms2017
STEP
5
SCHEDULE CONSISTENCY
PLANNING IS A CONTINUOUS PROCESS,
NOT A DOCUMENT.
When?
POSTING,
REPORTING &
REVIEW
SCHEDULING...
STEP
6
ALIGN METRICS TO “WHY”
MAP TRACKING TO BUSINESS OBJECTIVE(S)
How?
ALIGN KPIs &
RESOURCES TO
OBJECTIVE
@Nicole_Minti...
STEP
6
ALIGN RESOURCES TO “WHY”
CULTURAL SUPPORT FROM EMPLOYEES & LEADERS
How?
ALIGN KPIs &
RESOURCES TO
OBJECTIVE
Cohn & Wolfe 2016 Authentic 100
START CLOSING THE GAP
@Nicole_Mintiens
#multifamilysms2017
THE AUTHENTICITY GAP
1. Highlight examples of brand values
2. S...
CHEERS!
@Nicole_Mintiens
#multifamilysms2017
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Social Media Authenticity - How to Brand Your Assets Individually with Scaling Portfolios - Multifamily Social Media Summit

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Nicole Mintiens' (G5) portion of the session co-presented with CWS Apartment Homes' Director of Digital Marketing, Julie Halsey, at the Multifamily Social Media Summit in Napa, CA February 2, 2017.

Published in: Marketing
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Social Media Authenticity - How to Brand Your Assets Individually with Scaling Portfolios - Multifamily Social Media Summit

  1. 1. SOCIAL MEDIA AUTHENTICITY HOW TO BRAND YOUR ASSETS INDIVIDUALLY WITH SCALING PORTFOLIOS Nicole Mintiens Data Analysis & Insights Manager, G5 Julie Halsey Director of Digital Marketing CWS Apartment Homes @Nicole_Mintiens #multifamilysms2017
  2. 2. Cohn & Wolfe 2016 Authentic 100 @Nicole_Mintiens #multifamilysms2017
  3. 3. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP AUTHENTICITY: HONESTLY expressing VALUES through EVERY INTERACTION. @Nicole_Mintiens #multifamilysms2017
  4. 4. “78% of consumers DO NOT THINK brands are OPEN and HONEST.” - Cohn & Wolfe 2016 Authentic 100 THE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  5. 5. THE AUTHENTICITY GAP YOU THE AUTHENTICITY GAP RESIDENT AUDIENCE EXPECTATIONS VS ACTUAL BRAND EXPERIENCES @Nicole_Mintiens #multifamilysms2017
  6. 6. YOU RESIDENT THE AUTHENTICITY GAP 1 COMMUNITY @Nicole_Mintiens #multifamilysms2017
  7. 7. YOU RESIDENT THE AUTHENTICITY GAP 10 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  8. 8. YOU RESIDENT THE AUTHENTICITY GAP 30 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  9. 9. YOU RESIDENT THE AUTHENTICITY GAP 60 COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  10. 10. THE AUTHENTICITY GAP YOU RESIDENT 100+ COMMUNITIES @Nicole_Mintiens #multifamilysms2017
  11. 11. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP UNDERSTAND YOUR CUSTOMERS and their EXPECTATIONS to SUCCEED in SOCIAL @Nicole_Mintiens #multifamilysms2017
  12. 12. THE AUTHENTICITY GAPTHE AUTHENTICITY GAPAND REPUTATION TOGETHER BRINGING BRAND @Nicole_Mintiens #multifamilysms2017
  13. 13. LIMITED RESOURCES (PLUS HIGH CHURN) “60% OF ORGANIZATIONS HAVE A 1-3 PERSON SOCIAL MEDIA TEAM.” - Salesforce, 2015 State of Marketing @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  14. 14. LIMITED TRAINING (AND MOTIVATION) THE AUTHENTICITY GAP
  15. 15. THE AUTHENTICITY GAPTHE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  16. 16. “where luxury and convenience CONVERGE!” I want to live… - Unmotivated Copywriter @Nicole_Mintiens #multifamilysms2017
  17. 17. “always fresh, forever ORIGINAL apartment.” I want an… - No resident, ever. @Nicole_Mintiens #multifamilysms2017
  18. 18. GENERIC SHORTCUTS (& DIFFERENTIATORS) THE AUTHENTICITY GAP
  19. 19. CHECKLIST MARKETING (EFFICIENT > EFFECTIVE) THE AUTHENTICITY GAP
  20. 20. BE EFFECTIVE @Nicole_Mintiens #multifamilysms2017
  21. 21. Source:http://www.rmagency.com/living-brand-promise/ SOLID FOUNDATION
  22. 22. BRAND AUTHENTICITY: EXPRESSING VALUES AT EVERY TOUCHPOINT @Nicole_Mintiens #multifamilysms2017
  23. 23. EMBRACE BRAND VALUES TO CLOSE AUTHENTICITY GAP YOU RESIDENT THE AUTHENTICITY GAP @Nicole_Mintiens #multifamilysms2017
  24. 24. HAPPY EMPLOYEES (BRAND ADVOCATES) @Nicole_Mintiens #multifamilysms2017 @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  25. 25. “If you need maintenance requests or just about anything, the staff will accommodate you in ways I haven't experienced before in an apartment complex.” need maintenance requests or just about anything, the staff will accommodate you in ways I haven’t experienced before in an apartment complex. If you @Nicole_Mintiens #multifamilysms2017
  26. 26. CUSTOMER OBSESSED @Nicole_Mintiens #multifamilysms2017
  27. 27. BETTER UNDERSTAND CUSTOMERS (THROUGH RESEARCH) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP >2000% BETTER THAN AVERAGE MULTIFAMILY CONVERSION RATE
  28. 28. COMPETE WITHOUT COMPETITION (WHEN TRULY UNIQUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  29. 29. @Nicole_Mintiens #multifamilysms2017
  30. 30. BEST PRACTICES (DO OR DIE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  31. 31. AUTOMATE RELATIONSHIPS (PUSH TO ALL CHANNELS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  32. 32. LIMITED ENGAGEMENT (HELLO? THIS THING ON?) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  33. 33. INCREASE ADVERTISING (INCREASE EXPOSURE WITH LIMITED BUDGET) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  34. 34. MEASURE ROI (PROVE YOUR VALUE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  35. 35. @Nicole_Mintiens #multifamilysms2017
  36. 36. LEVERAGE DATA @Nicole_Mintiens #multifamilysms2017
  37. 37. DECREASE COST PER CLICK (INCREASING RELEVANCE) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP
  38. 38. PARETO PRINCIPLE @Nicole_Mintiens #multifamilysms2017
  39. 39. FOCUS SOCIAL PRESENCE (IMPROVED EFFECTIVENESS) @Nicole_Mintiens #multifamilysms2017THE AUTHENTICITY GAP TOP REFERRAL SOURCES BY NEW USERS G5 MULTIFAMILY
  40. 40. INCREASE ENGAGEMENT (USING DATA)
  41. 41. SCALEABLE PLANNING with the Kipling Method @Nicole_Mintiens #multifamilysms2017
  42. 42. STEP 1 START WITH WHY @Nicole_Mintiens #multifamilysms2017 WHY? BUSINESS OBJECTIVE(S) TO BE IMPACTED
  43. 43. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  44. 44. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  45. 45. #APTCHAT Tues. 10am PST LISTENING @Nicole_Mintiens #multifamilysms2017
  46. 46. LISTENING @Nicole_Mintiens #multifamilysms2017
  47. 47. STEP 2 MONITOR & LISTEN @Nicole_Mintiens #multifamilysms2017 WHAT? CHANNELS TO ACCOMPLISH THE “WHY” CONVERSATIONS ABOUT: ● YOUR COMPANY ● YOUR INDUSTRY ● YOUR COMPETITORS ● RELEVANT TOPICS ● RELEVANT HASHTAGS
  48. 48. STEP 2 FOCUS PRESENCE BUILD AUDIENCE BEFORE EXPANDING @Nicole_Mintiens #multifamilysms2017 WHAT? CHANNELS TO ACCOMPLISH THE “WHY” ”BEFORE YOU FILL A STADIUM, YOU HAVE TO FILL A CLUB.” - Scott Stratten, Unmarketing
  49. 49. STEP 2 FOCUS RESOURCES STOP TASKS THAT DON’T AID OBJECTIVE. WHAT? CHANNELS TO ACCOMPLISH THE “WHY” @Nicole_Mintiens #multifamilysms2017
  50. 50. TOP REFERRAL SOURCES BY CONVERSIONS (G5 Multifamily) FOCUS LIMITED RESOURCES FOR EFFECTIVENESS OBJECTIVE = DRIVE CONVERSION Note: These are Google Analytics referral sources of G5 WEBSITE conversions meaning users visited these sites prior to converting on a G5 multifamily website. NOT conversions that occurred on these sites (i.e. Yelp/Apartments.com)
  51. 51. STEP 2 AUTOMATE CAREFULLY BUSINESS IS BUILT ON RELATIONSHIPS @Nicole_Mintiens #multifamilysms2017 ROBOTS CAN’T BUILD RELATIONSHIPS. WHAT? CHANNELS TO ACCOMPLISH THE “WHY”
  52. 52. STEP 3 WHO ARE YOU? REWARD ACTIONS THAT REFLECT VALUES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 “CULTURE is the #1 PREDICTOR of SUCCESS. NOT BUDGET, NOT RESOURCES.” - Mark Schaefer, Consultant to Adidas, Verizon, HGTV & the U.S. Air Force
  53. 53. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ACKNOWLEDGE & AMPLIFY BEHAVIORS
  54. 54. STEP 3 WHO ARE YOU? WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” DISCOVER COMPETITIVE ADVANTAGES
  55. 55. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS
  56. 56. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS ● TARGET & TEST NEW MESSAGING
  57. 57. STEP 3 WHO ARE YOU? DISCOVER COMPETITIVE ADVANTAGES WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 ● SURVEY IDEAL RESIDENTS ○ “Why did you choose us over the competition?” ● IDENTIFY DIFFERENTIATORS ● TARGET & TEST NEW MESSAGING ● OPTIMIZE UNIQUE VALUE PROPOSITIONS (UVPs)
  58. 58. STEP 3 WHO DO YOU SERVE? USE DATA TO UNDERSTAND RESIDENTS WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017
  59. 59. STEP 3 WHO WILL BE INVOLVED? LEVERAGE YOUR PEOPLE’S POTENTIAL WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017 “EMPLOYEES ARE YOUR SINGLE GREATEST MARKETING ENGINE.” - Jay Baer YouTility
  60. 60. STEP 3 WHO WILL BE INVOLVED? CULTIVATE PRIMARY RESOURCE: YOUR PEOPLE WHO? BRAND AUDIENCE TEAM @Nicole_Mintiens #multifamilysms2017
  61. 61. STEP 4 WHERE’S YOUR TEAM? COLLABORATE TO COMMUNICATE WHERE? TEAM MEMBER LOCATIONS @Nicole_Mintiens #multifamilysms2017
  62. 62. STEP 5 SCHEDULE CONSISTENCY PLANNING IS A CONTINUOUS PROCESS, NOT A DOCUMENT. When? POSTING, REPORTING & REVIEW SCHEDULING @Nicole_Mintiens #multifamilysms2017
  63. 63. STEP 6 ALIGN METRICS TO “WHY” MAP TRACKING TO BUSINESS OBJECTIVE(S) How? ALIGN KPIs & RESOURCES TO OBJECTIVE @Nicole_Mintiens #multifamilysms2017
  64. 64. STEP 6 ALIGN RESOURCES TO “WHY” CULTURAL SUPPORT FROM EMPLOYEES & LEADERS How? ALIGN KPIs & RESOURCES TO OBJECTIVE
  65. 65. Cohn & Wolfe 2016 Authentic 100
  66. 66. START CLOSING THE GAP @Nicole_Mintiens #multifamilysms2017 THE AUTHENTICITY GAP 1. Highlight examples of brand values 2. Set up listening alerts for every property 3. Survey residents to find competitive advantages 4. Distribute a survey to find and promote hidden talents of employees 5. Glean insights from CWS Apartments
  67. 67. CHEERS! @Nicole_Mintiens #multifamilysms2017

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