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Local Social Media Is Your
Competitive Advantage
AppFolio
Web-Based Property Management Software
Complete Solution Includes:

• Property management and accounting
• Online...
National Apartment Association
America's leading advocate for quality rental housing
NAA's mission is to serve the interes...
Grace Hill

• Leading Education Provider

• Apartment-Industry
Specific Training
• Vision Learning
Management System (LMS)...
Local Social Media Is Your
Competitive ADVANTAGE!

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

IMAGE CREDIT: Shutterstock
what is LOCAL SOCIAL?

IMAGE CREDIT: Shutterstock
social + local + mobile =
SOLOMO
POLL: how do you use mobile
phones to search locally?

The Internet Browser
Google Maps
Apple Maps
Other
I Don’t Use Mobil...
ATTRACT & retain residents:
amplify local reach.

IMAGE CREDIT: Shutterstock
LOCAL search tools.
#1. UNIFORM NAP
Name, Address, Phone

• Keep all of the data on the local-level! Do
NOT use tracking numbers or toll-free
...
#2. DIRECTORIES & LOCAL LISTINGS
Data Sources for Social Networks & Mapping Applications

•
•
•
•
•
•
•

Localeze
Acxiom
S...
20% searches are LOCAL

IMAGE CREDIT: Shutterstock
GOOGLE loves local!
BING places = social spaces.
FINGERS still do the walking…

58% consider

LOCAL SEARCH

to be more
TRUSTWORTHY.

IMAGE CREDIT: Shutterstock
…SEARCHING on-the-go!

Nearly 86 million

people access

LOCAL BUSINESS
information on a

MOBILE PHONE.

IMAGE CREDIT: Shu...
OPTIMIZE social presences.

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

IMAGE CREDIT: Facebook
optimize FACEBOOK

IMAGE CREDIT: Shutterstock
engage on FACEBOOK

IMAGE CREDIT: Shutterstock
optimize FOURSQUARE

IMAGE CREDIT: Shutterstock
reminders & REWARDS

IMAGE CREDIT: Foursquare

IMAGE CREDIT: Training Factor
local EXPERT

IMAGE CREDIT: Shutterstock
optimize TWITTER

IMAGE CREDIT: Shutterstock
local CONNECTIONS
optimize GOOGLE+ LOCAL

IMAGE CREDIT: Google
local search RANKING
IMPROVE local reach

IMAGE CREDIT: Shutterstock
optimize GOOGLE+

IMAGE CREDIT: Shutterstock
OPTIMIZE GOOGLE+
Posts are crawled and indexed almost immediately

• Build relationships with content sharing,
and comment...
optimize INSTAGRAM

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

IMAGE CREDIT: Shutterstock
optimize BLOGS

IMAGE CREDIT: Shutterstock
local CONTENT

IMAGE CREDIT: Shutterstock
POLL: have you ever left a
review online?
Yes: Positive Reviews
Yes: Negative Reviews
Yes: Positive & Negative
No!
optimize RATINGS & REVIEWS

Over 51%
of Facebook users &
81% of Twitter users
EXPECT A RESPONSE
to online complaints

or q...
350 million reviews per day.

IMAGE CREDIT: Yelp
encourage honest REVIEWS

operation

CLEAN TURF

anti-astroturfing fines

$350,000

IMAGE CREDIT: Shutterstock
google REVIEWS

IMAGE CREDIT: Google
STRENGTHEN the brand
message, BUILD relationships
& ENCOURAGE loyalty.
mobile AVAILABILITY

70% after
call businesses
SEARCHING

66% visit after
SEARCHING

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

IMAGE CREDIT: Shutterstock
local RESOURCES
ENGAGEMENT strategies to
CAPTURE attention.

Over 51%
of Facebook users &
81% of Twitter users
EXPECT A RESPONSE
to online...
30 in THIRTY

IMAGE CREDIT: Shutterstock
POLL: have you run a
Facebook ad for your Page?
Yes!
No!
I Don’t Know.
check out the CHECK-IN
sponsored stories ads.

3.2% CTR

SPONSORED ADS

for check-ins on

FACEBOOK.
charity zierten

.com

SOCIALLY ENGAGED MARKETING
STATISTICS SOURCES:
• Shareaholic
• comScore
• Digital Trends
• Business Insider
• Neustar Localeze
• Moz
• Google
• Searc...
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Local Social Media Is Your Competitive Advantage | Webinar with Charity Zierten (Property Management Industry)

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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.

Published in: Real Estate, Technology, Business
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Local Social Media Is Your Competitive Advantage | Webinar with Charity Zierten (Property Management Industry)

  1. 1. Local Social Media Is Your Competitive Advantage
  2. 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. 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. 4. Grace Hill • Leading Education Provider • Apartment-Industry Specific Training • Vision Learning Management System (LMS) • www.gracehilllearning.com
  5. 5. Local Social Media Is Your Competitive ADVANTAGE! IMAGE CREDIT: Shutterstock
  6. 6. 78% who SEARCH locally on their phone make a purchase. IMAGE CREDIT: Shutterstock
  7. 7. what is LOCAL SOCIAL? IMAGE CREDIT: Shutterstock
  8. 8. social + local + mobile = SOLOMO
  9. 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. 10. ATTRACT & retain residents: amplify local reach. IMAGE CREDIT: Shutterstock
  11. 11. LOCAL search tools.
  12. 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. 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. 14. 20% searches are LOCAL IMAGE CREDIT: Shutterstock
  15. 15. GOOGLE loves local!
  16. 16. BING places = social spaces.
  17. 17. FINGERS still do the walking… 58% consider LOCAL SEARCH to be more TRUSTWORTHY. IMAGE CREDIT: Shutterstock
  18. 18. …SEARCHING on-the-go! Nearly 86 million people access LOCAL BUSINESS information on a MOBILE PHONE. IMAGE CREDIT: Shutterstock
  19. 19. OPTIMIZE social presences. IMAGE CREDIT: Shutterstock
  20. 20. 78% of U.S. Facebook users login via MOBILE. IMAGE CREDIT: Facebook
  21. 21. optimize FACEBOOK IMAGE CREDIT: Shutterstock
  22. 22. engage on FACEBOOK IMAGE CREDIT: Shutterstock
  23. 23. optimize FOURSQUARE IMAGE CREDIT: Shutterstock
  24. 24. reminders & REWARDS IMAGE CREDIT: Foursquare IMAGE CREDIT: Training Factor
  25. 25. local EXPERT IMAGE CREDIT: Shutterstock
  26. 26. optimize TWITTER IMAGE CREDIT: Shutterstock
  27. 27. local CONNECTIONS
  28. 28. optimize GOOGLE+ LOCAL IMAGE CREDIT: Google
  29. 29. local search RANKING
  30. 30. IMPROVE local reach IMAGE CREDIT: Shutterstock
  31. 31. optimize GOOGLE+ IMAGE CREDIT: Shutterstock
  32. 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. 33. optimize INSTAGRAM IMAGE CREDIT: Shutterstock
  34. 34. optimize INSTAGRAM •Post 15-second tours of your property •Share resident testimonials •Incorporate neighborhood business outreach IMAGE CREDIT: Instagram
  35. 35. optimize PINTEREST IMAGE CREDIT: Shutterstock
  36. 36. optimize BLOGS IMAGE CREDIT: Shutterstock
  37. 37. local CONTENT IMAGE CREDIT: Shutterstock
  38. 38. POLL: have you ever left a review online? Yes: Positive Reviews Yes: Negative Reviews Yes: Positive & Negative No!
  39. 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. 40. 350 million reviews per day. IMAGE CREDIT: Yelp
  41. 41. encourage honest REVIEWS operation CLEAN TURF anti-astroturfing fines $350,000 IMAGE CREDIT: Shutterstock
  42. 42. google REVIEWS IMAGE CREDIT: Google
  43. 43. STRENGTHEN the brand message, BUILD relationships & ENCOURAGE loyalty.
  44. 44. mobile AVAILABILITY 70% after call businesses SEARCHING 66% visit after SEARCHING IMAGE CREDIT: Shutterstock
  45. 45. FIND, CREATE & distribute content for a local audience. IMAGE CREDIT: Shutterstock
  46. 46. local RESOURCES
  47. 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. 48. 30 in THIRTY IMAGE CREDIT: Shutterstock
  49. 49. POLL: have you run a Facebook ad for your Page? Yes! No! I Don’t Know.
  50. 50. check out the CHECK-IN sponsored stories ads. 3.2% CTR SPONSORED ADS for check-ins on FACEBOOK.
  51. 51. charity zierten .com SOCIALLY ENGAGED MARKETING
  52. 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

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