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Social Media 101 for Property Managers: NARPM Convention 2010

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Social Media 101 Presentation Given at the NARPM 2010 Annual Convention. How Single Family Residential Property Managers can use Social Media to improve their business.

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Social Media 101 for Property Managers: NARPM Convention 2010

  1. 1. SOCIAL NETWORKING 101 Aimee Miller, AppFolio Twitter, Facebook & Blogging – Is it Worth Your Time?
  2. 2. Social Networking….Is Fun! ©2010 AppFolio, Inc. All Rights Reserved.
  3. 3. Chances for you to network ’online’ with your peers and customers. You can grow your online presence and market your business. How many have used Twitter ? How many are on Facebook ? Have you used Active Rain ? Do you have a company blog ? Social Networking Online ©2010 AppFolio, Inc. All Rights Reserved.
  4. 4. OK. But it is HARD to Get Started! 5 Reasons You Might Procrastinate…. <ul><ul><ul><li>You’re too busy already and it sounds like a lot of work </li></ul></ul></ul><ul><ul><ul><li>You’re nervous to know what people are saying out there on the Internet </li></ul></ul></ul><ul><ul><ul><li>You’re getting enough business already </li></ul></ul></ul><ul><ul><ul><li>It’s too hard to know where to start…Tweet? Facebook? Blog? New Website? Argh! </li></ul></ul></ul><ul><ul><ul><li>See #1. Way too busy. </li></ul></ul></ul>©2010 AppFolio, Inc. All Rights Reserved.
  5. 5. <ul><ul><ul><li>Your tenants are online. </li></ul></ul></ul><ul><ul><ul><li>Some are probably talking about your company somewhere online. </li></ul></ul></ul><ul><ul><ul><li>Post more quality content, increase traffic for your website </li></ul></ul></ul><ul><ul><ul><li>Networking is vital to your business! </li></ul></ul></ul>Yes. It takes some time. But here are a few reasons it’s worth it. ©2010 AppFolio, Inc. All Rights Reserved.
  6. 6. <ul><ul><ul><li>Listening Is Important! </li></ul></ul></ul><ul><ul><ul><li>Examples of Property Managers Using Social Media </li></ul></ul></ul><ul><ul><ul><li>Don’t Be Boring… </li></ul></ul></ul><ul><ul><ul><li>Facebook – Nuts and Bolts </li></ul></ul></ul><ul><ul><ul><li>Prioritize: 3 Step Plan </li></ul></ul></ul>Our Agenda Today ©2010 AppFolio, Inc. All Rights Reserved.
  7. 7. Listen and Learn
  8. 8. People Are Probably Talking About You Online ©2010 AppFolio, Inc. All Rights Reserved.
  9. 9. <ul><ul><ul><li>Google Your Company </li></ul></ul></ul><ul><ul><ul><li>Search for your Company Name, Your name, Employee names, Your neighborhood </li></ul></ul></ul><ul><ul><ul><li>Set up Google Alerts </li></ul></ul></ul><ul><ul><ul><li>Emails that tell you when your company or neighborhood were mentioned online </li></ul></ul></ul><ul><ul><ul><li>Claim Your Local Presence </li></ul></ul></ul><ul><ul><ul><li>Google Places & Yahoo Local </li></ul></ul></ul><ul><ul><ul><li>Yelp </li></ul></ul></ul><ul><ul><ul><li>Merchant Circle </li></ul></ul></ul>Use Google Alerts to Listen and Learn ©2010 AppFolio, Inc. All Rights Reserved.
  10. 10. <ul><ul><ul><li>Yelp </li></ul></ul></ul><ul><ul><ul><li>Unlock your business page </li></ul></ul></ul><ul><ul><ul><li>Update your company info </li></ul></ul></ul><ul><ul><ul><li>Respond to reviews </li></ul></ul></ul><ul><ul><ul><li>Yahoo Local </li></ul></ul></ul><ul><ul><ul><li>Claim your local listing </li></ul></ul></ul><ul><ul><ul><li>Update your company information </li></ul></ul></ul>Check Yahoo Local & Yelp Regularly ©2010 AppFolio, Inc. All Rights Reserved.
  11. 11. <ul><ul><ul><li>Encourage positive reviews </li></ul></ul></ul><ul><ul><ul><li>From happy owners </li></ul></ul></ul><ul><ul><ul><li>From happy tenants </li></ul></ul></ul><ul><ul><ul><li>Respond to Positive Reviews </li></ul></ul></ul><ul><ul><ul><li>Thank them </li></ul></ul></ul><ul><ul><ul><li>Don’t Ignore Negative Reviews </li></ul></ul></ul><ul><ul><ul><li>Don’t argue </li></ul></ul></ul>Reviews…The Good, Bad & The Ugly ©2010 AppFolio, Inc. All Rights Reserved.
  12. 12. Examples of Property Managers Doing It Well
  13. 13. <ul><ul><ul><li>#1 Goal = Resident Retention </li></ul></ul></ul><ul><ul><ul><li>Not too pushy or ‘salesy’ </li></ul></ul></ul><ul><ul><ul><li>Build Relationships, Offer Valuable Content </li></ul></ul></ul><ul><ul><ul><li>“ For me, it is about chasing the relationship and hoping the dollar will follow. We’re trying to be a resource for our community so we are an added value for our residents. We are also creating more of a ‘human face’ so our residents feel connected to us, not just our company.” </li></ul></ul></ul>Cambridge – Blogging, Facebook and Twitter http://www.cambridgemgi.com ©2010 AppFolio, Inc. All Rights Reserved.
  14. 14. <ul><ul><ul><li>Post Interesting Content to all 3 sites (Facebook, Twitter, Blog) </li></ul></ul></ul><ul><ul><ul><li>Coupons </li></ul></ul></ul><ul><ul><ul><li>Local Offers </li></ul></ul></ul><ul><ul><ul><li>Neighborhood News </li></ul></ul></ul>Cambridge – Blogging, Facebook and Twitter http://www.cambridgemgi.com ©2010 AppFolio, Inc. All Rights Reserved.
  15. 15. <ul><ul><ul><li>The Contest </li></ul></ul></ul><ul><ul><ul><li>Get residents involved in marketing efforts, & raise brand awareness </li></ul></ul></ul><ul><ul><ul><li>>40 resident testimonials: Why they Love their JC Hart Apartment Community </li></ul></ul></ul><ul><ul><ul><li>Posted to YouTube </li></ul></ul></ul><ul><ul><ul><li>Grand Prize = 1 Year Free Rent (~$10K) </li></ul></ul></ul><ul><ul><ul><li>The Impact </li></ul></ul></ul><ul><ul><ul><li>Videos viewed >30,000 times over 3 months </li></ul></ul></ul><ul><ul><ul><li>Visibility for the brand &interaction with residents reached all-time high and continued after the contest </li></ul></ul></ul>Case Study: JC Hart Video Contest Livethelife.homeisjchart.com ©2010 AppFolio, Inc. All Rights Reserved.
  16. 16. Facebook In Action Mix of vacancies & community info Good mix of Fans Fun, local activities
  17. 17. Blogging: ActiveRain
  18. 18. Blogging: Company Blog
  19. 19. Facebook: More Details
  20. 20. What is Facebook *Best* For? ©2010 AppFolio, Inc. All Rights Reserved. <ul><ul><ul><li>Personal Networking – Connect with people in the business, maintain & build relationships </li></ul></ul></ul><ul><ul><ul><li>Connecting with your customers (owners & tenants) – Keeping your residents connected is key to retention </li></ul></ul></ul><ul><ul><ul><li>“ Humanizing” Your Company – Very important </li></ul></ul></ul>
  21. 21. <ul><ul><ul><li>Log into Your Personal Facebook Page </li></ul></ul></ul><ul><ul><ul><li>From this URL - http://www.facebook.com/pages/create.php You can create a page for your business: </li></ul></ul></ul>Set up Your Page ©2010 AppFolio, Inc. All Rights Reserved.
  22. 22. <ul><ul><ul><li>Include your company website </li></ul></ul></ul><ul><ul><ul><li>Fill out the “Info” Section </li></ul></ul></ul><ul><ul><ul><li>Add a Photo (Community, Logo) </li></ul></ul></ul>Fill Out As Much Info As Possible ©2010 AppFolio, Inc. All Rights Reserved.
  23. 23. <ul><ul><ul><li>Fan Your Page… suggest to friends, staff & residents – tell everyone! </li></ul></ul></ul><ul><ul><ul><li>Link from your website – Add Facebook links to website & email signatures </li></ul></ul></ul><ul><ul><ul><li>Ask your tenants – Welcome packages, post flyers, send emails </li></ul></ul></ul><ul><ul><ul><li>Involve your staff – Everyone posts! </li></ul></ul></ul><ul><ul><ul><li>Facebook URL – www.Facebook.com/Your Company Name </li></ul></ul></ul>5 Easy Ways to Get Going ©2010 AppFolio, Inc. All Rights Reserved.
  24. 24. <ul><ul><ul><li>Using a Personal Page For Your Business </li></ul></ul></ul><ul><ul><ul><li>Only Posting Property Listings </li></ul></ul></ul><ul><ul><ul><li>Only Posting New Listings + Property Announcements </li></ul></ul></ul><ul><ul><ul><li>You have a Page, but No One Visits </li></ul></ul></ul>Avoid These Common Facebook Mistakes ©2010 AppFolio, Inc. All Rights Reserved. Key Message: If You Only Talk About You….It Isn’t Going To Work!
  25. 25. What NOT to Do (In Action) ©2010 AppFolio, Inc. All Rights Reserved.
  26. 26. What NOT to Do (In Action) Personal Page – should be a business page Very Infrequent Postings All Posts are “Marketing”! ©2010 AppFolio, Inc. All Rights Reserved.
  27. 27. <ul><ul><ul><li>Involve Your Staff </li></ul></ul></ul><ul><ul><ul><li>Involve Your Neighborhood </li></ul></ul></ul><ul><ul><ul><li>Be Real & Human </li></ul></ul></ul><ul><ul><ul><li>Have some Fun! </li></ul></ul></ul>Facebook Helps You Put a Human Face To Your Company ©2010 AppFolio, Inc. All Rights Reserved.
  28. 28. Be Interesting!
  29. 29. <ul><ul><ul><li>What is NOT super interesting? </li></ul></ul></ul><ul><ul><ul><li>Daily posts on new vacancies </li></ul></ul></ul><ul><ul><ul><li>Daily posts ‘announcing’ your company to the world </li></ul></ul></ul><ul><ul><ul><li>What is interesting to your customers? </li></ul></ul></ul><ul><ul><ul><li>Your neighborhood / community </li></ul></ul></ul><ul><ul><ul><li>Coupons/ways to save money in the area </li></ul></ul></ul><ul><ul><ul><li>Updates about the properties </li></ul></ul></ul><ul><ul><ul><li>Contests! </li></ul></ul></ul>What will you talk about…you need to have something to say! ©2010 AppFolio, Inc. All Rights Reserved.
  30. 30. Very Simple ©2010 AppFolio, Inc. All Rights Reserved. <ul><ul><ul><li>Act like you’re having a conversation with someone. If you just tell them about yourself, they won’t stick around for long! </li></ul></ul></ul>
  31. 31. <ul><ul><ul><ul><li>Video is Easy: Interview locals; post videos and pictures of your community </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Everyone Posts: Involve your staff </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Tenants Post Too! Share information </li></ul></ul></ul></ul>What Would You Find Interesting? ©2010 AppFolio, Inc. All Rights Reserved.
  32. 32. <ul><ul><ul><ul><li>4. Local Coupons / Specials – We all love a deal… </li></ul></ul></ul></ul><ul><ul><ul><ul><li>5. Have a Fun Contest! </li></ul></ul></ul></ul><ul><ul><ul><ul><li>6. Mix in Rent Specials, New Listings & Announcements </li></ul></ul></ul></ul>Mix Up Your Content ©2010 AppFolio, Inc. All Rights Reserved.
  33. 33. What Kind of Marketing is the Most Effective? <ul><ul><ul><li>Personalized – feels like it is special for you </li></ul></ul></ul><ul><ul><ul><li>Real testimonials – from actual people </li></ul></ul></ul><ul><ul><ul><li>Fun and /or useful – makes your day better in some way </li></ul></ul></ul>©2010 AppFolio, Inc. All Rights Reserved.
  34. 34. Prioritizing Your Activities & Tools: The Plan
  35. 35. <ul><ul><ul><li>Set up Google Alerts </li></ul></ul></ul><ul><ul><ul><li>Claim Your Local Presence on Yelp and Yahoo Local </li></ul></ul></ul>Step 1: Use Google & Yelp to Listen and Learn ©2010 AppFolio, Inc. All Rights Reserved.
  36. 36. <ul><ul><ul><li>Why Start Here? </li></ul></ul></ul><ul><ul><ul><li>You control the message </li></ul></ul></ul><ul><ul><ul><li>Easiest Place to get more traffic for your website </li></ul></ul></ul><ul><ul><ul><li>Content can be re-used (on Facebook, ActiveRain, etc) </li></ul></ul></ul><ul><ul><ul><li>Be Interesting! </li></ul></ul></ul><ul><ul><ul><li>Local: Neighborhood, Local events, School info </li></ul></ul></ul><ul><ul><ul><li>Offers: Coupons, Events, Discounted Tickets </li></ul></ul></ul><ul><ul><ul><li>Your Neighborhood: Updates, information </li></ul></ul></ul><ul><ul><ul><li>Free Blogging Tools To Use </li></ul></ul></ul><ul><ul><ul><li>Wordpress.com = free </li></ul></ul></ul><ul><ul><ul><li>Blogger.com = Free </li></ul></ul></ul>Step 2: Start with a Company Blog ©2010 AppFolio, Inc. All Rights Reserved.
  37. 37. Logo and branding is clear Clear Offerings: speaks to both owners and tenants Simple navigation Starting point to find vacancies easily Client testimonial and affiliations to build trust Phone number clearly displayed Contact information is accessible Professional Website – the Destination ©2010 AppFolio, Inc. All Rights Reserved.
  38. 38. <ul><ul><ul><li>Set up Fan Page (not a Profile) </li></ul></ul></ul><ul><ul><ul><li>Fan your own page…suggest it to your friends, staff and residents – tell everyone! </li></ul></ul></ul><ul><ul><ul><li>Post updates (like from your blog) about interesting things </li></ul></ul></ul><ul><ul><ul><li>Connect with local business Fan Pages </li></ul></ul></ul><ul><ul><ul><li>Include in your welcome packages </li></ul></ul></ul><ul><ul><ul><li>Have Fun </li></ul></ul></ul><ul><ul><ul><li>Involve your staff! </li></ul></ul></ul>Step 3: Set Up Your Facebook Fan Page ©2010 AppFolio, Inc. All Rights Reserved.
  39. 39. <ul><ul><ul><li>Set up a Weekly Schedule (1 Hr / Week to Start) </li></ul></ul></ul><ul><ul><ul><li>Monday: 15 min, Plan for the week – research topics, local info, etc </li></ul></ul></ul><ul><ul><ul><li>Wednesday: 30min, Write blog entry and post, Add to Facebook Page </li></ul></ul></ul><ul><ul><ul><li>Friday: 15Min, Post to Facebook page </li></ul></ul></ul>Step 4 - Schedule time on your calendar ©2010 AppFolio, Inc. All Rights Reserved.
  40. 40. <ul><ul><ul><li>Multimedia (Videos, etc) & Photos </li></ul></ul></ul><ul><ul><ul><li>Property Videos – YouTube </li></ul></ul></ul><ul><ul><ul><li>Property/ Community / Photos - Flickr </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Not as effective for property managers – unless you become an ‘expert’ in your community </li></ul></ul></ul>Ready for More Advanced Work? ©2010 AppFolio, Inc. All Rights Reserved.
  41. 41. <ul><ul><ul><li>Social Media is People Having A Conversation </li></ul></ul></ul><ul><ul><ul><li>Listen to what they’re saying </li></ul></ul></ul><ul><ul><ul><li>Get involved – Be interesting </li></ul></ul></ul><ul><ul><ul><li>It does take time and effort </li></ul></ul></ul><ul><ul><ul><li>You have to decide if it is a priority for your business </li></ul></ul></ul><ul><ul><ul><li>It should compliment your current efforts </li></ul></ul></ul><ul><ul><ul><li>It doesn’t stand alone </li></ul></ul></ul>Conclusion ©2010 AppFolio, Inc. All Rights Reserved.
  42. 42. <ul><ul><ul><li>www.PropertyManager.com </li></ul></ul></ul><ul><ul><ul><li>www.MultifamilyInsiders.com </li></ul></ul></ul><ul><ul><ul><li>www.ActiveRain.com </li></ul></ul></ul><ul><ul><ul><li>www.Mashable.com </li></ul></ul></ul><ul><ul><ul><li>www.SocialMediaExplorer.com </li></ul></ul></ul>©2010 AppFolio, Inc. All Rights Reserved. More Resources

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