With co-hosts Grace Hill and NAA, we hosted a fantastic webinar with Charity Zierten, Social Marketing Expert, on the topic of “Local Social Media Is Your Competitive Advantage.” Charity shared several tips and ideas of ways you can optimize your local presence on social networks to drive more traffic to your website and online communities. Attendees learned many best practices on how to use social media win over potential owners, how new social media tools can help you becoming more visual and help you grow your business and much more.

1. Local Social Media Is Your
Competitive Advantage

2. AppFolio
Web-Based Property Management Software
Complete Solution Includes:
• Property management and accounting
• Online rent collection (free)
• Prospect / guest card tracking
• Marketing
• Website
• Payment processing
• Online applications
• Resident Screening
So You Run A More Successful Business

3. National Apartment Association
America's leading advocate for quality rental housing
NAA's mission is to serve the interests of multifamily housing
Advocacy
Research
Technology
Education
Strategic Partnerships
www.naahq.org
Thank you to the 2013 IROC Sponsors

4. Grace Hill
• Leading Education Provider
• Apartment-Industry
Specific Training
• Vision Learning
Management System (LMS)
• www.gracehilllearning.com

5. Local Social Media Is Your
Competitive ADVANTAGE!
IMAGE CREDIT: Shutterstock

6. 78% who SEARCH locally on
their phone make a purchase.
IMAGE CREDIT: Shutterstock

7. what is LOCAL SOCIAL?
IMAGE CREDIT: Shutterstock

8. social + local + mobile =
SOLOMO

9. POLL: how do you use mobile
phones to search locally?
The Internet Browser
Google Maps
Apple Maps
Other
I Don’t Use Mobile Search

10. ATTRACT & retain residents:
amplify local reach.
IMAGE CREDIT: Shutterstock

11. LOCAL search tools.

12. #1. UNIFORM NAP
Name, Address, Phone
• Keep all of the data on the local-level! Do
NOT use tracking numbers or toll-free
numbers. Using a local area code is a
must.
• Use keywords & phrases in the
description fields.
• Choose appropriate categories.
• Unless otherwise noted, always include
the http:// prefix for websites to activate
live linking.

13. #2. DIRECTORIES & LOCAL LISTINGS
Data Sources for Social Networks & Mapping Applications
•
•
•
•
•
•
•
Localeze
Acxiom
SuperPages
YellowPages
Insider Pages
GetListed
Infogroup
•
•
•
•
•
Google+ Places
Yahoo! Local
Bing Places
Yelp
Wikipedia

14. 20% searches are LOCAL
IMAGE CREDIT: Shutterstock

15. GOOGLE loves local!

16. BING places = social spaces.

17. FINGERS still do the walking…
58% consider
LOCAL SEARCH
to be more
TRUSTWORTHY.
IMAGE CREDIT: Shutterstock

18. …SEARCHING on-the-go!
Nearly 86 million
people access
LOCAL BUSINESS
information on a
MOBILE PHONE.
IMAGE CREDIT: Shutterstock

19. OPTIMIZE social presences.
IMAGE CREDIT: Shutterstock

20. 78% of U.S. Facebook users
login via MOBILE.
IMAGE CREDIT: Facebook

21. optimize FACEBOOK
IMAGE CREDIT: Shutterstock

22. engage on FACEBOOK
IMAGE CREDIT: Shutterstock

23. optimize FOURSQUARE
IMAGE CREDIT: Shutterstock

24. reminders & REWARDS
IMAGE CREDIT: Foursquare
IMAGE CREDIT: Training Factor

25. local EXPERT
IMAGE CREDIT: Shutterstock

26. optimize TWITTER
IMAGE CREDIT: Shutterstock

27. local CONNECTIONS

28. optimize GOOGLE+ LOCAL
IMAGE CREDIT: Google

29. local search RANKING

30. IMPROVE local reach
IMAGE CREDIT: Shutterstock

31. optimize GOOGLE+
IMAGE CREDIT: Shutterstock

32. OPTIMIZE GOOGLE+
Posts are crawled and indexed almost immediately
• Build relationships with content sharing,
and commenting
• Make posts public
• Add Google Authorship
• Connect Google+ to website
• Add Google+ sharing buttons to website
• Create and use a Google+ badge
• Include social and website links in the
About section

33. optimize INSTAGRAM
IMAGE CREDIT: Shutterstock

34. optimize INSTAGRAM
•Post 15-second tours of
your property
•Share resident testimonials
•Incorporate neighborhood
business outreach
IMAGE CREDIT: Instagram

35. optimize PINTEREST
IMAGE CREDIT: Shutterstock

36. optimize BLOGS
IMAGE CREDIT: Shutterstock

37. local CONTENT
IMAGE CREDIT: Shutterstock

38. POLL: have you ever left a
review online?
Yes: Positive Reviews
Yes: Negative Reviews
Yes: Positive & Negative
No!

39. optimize RATINGS & REVIEWS
Over 51%
of Facebook users &
81% of Twitter users
EXPECT A RESPONSE
to online complaints
or questions within
ONE DAY.

40. 350 million reviews per day.
IMAGE CREDIT: Yelp

41. encourage honest REVIEWS
operation
CLEAN TURF
anti-astroturfing fines
$350,000
IMAGE CREDIT: Shutterstock

42. google REVIEWS
IMAGE CREDIT: Google

43. STRENGTHEN the brand
message, BUILD relationships
& ENCOURAGE loyalty.

44. mobile AVAILABILITY
70% after
call businesses
SEARCHING
66% visit after
SEARCHING
IMAGE CREDIT: Shutterstock

45. FIND, CREATE & distribute
content for a local audience.
IMAGE CREDIT: Shutterstock

46. local RESOURCES

47. ENGAGEMENT strategies to
CAPTURE attention.
Over 51%
of Facebook users &
81% of Twitter users
EXPECT A RESPONSE
to online complaints
or questions within
ONE DAY.
JoeDough, a New York City sandwich shop.

48. 30 in THIRTY
IMAGE CREDIT: Shutterstock

49. POLL: have you run a
Facebook ad for your Page?
Yes!
No!
I Don’t Know.

50. check out the CHECK-IN
sponsored stories ads.
3.2% CTR
SPONSORED ADS
for check-ins on
FACEBOOK.

51. charity zierten
.com
SOCIALLY ENGAGED MARKETING

52. STATISTICS SOURCES:
• Shareaholic
• comScore
• Digital Trends
• Business Insider
• Neustar Localeze
• Moz
• Google
• Search Engine Journal
IMAGE CREDIT:
• Shutterstock
charity zierten
.com
SOCIALLY ENGAGED MARKETING