NAVIGATING YOURONLINE PRESENCE      Erica Campbell  Director of Social Media  Dominion Homes Media
AGENDA• What is Reputation?• How can you Manage your Online  Presence?• How Does a Crisis Impact your  Reputation?• Reputa...
Providing greatservice and having apositive onlinereputation canabsolutely help driverevenue andincrease residentsatisfact...
THE REALITY• 70% of consumers trust opinions posted online and  90% of users trust recommendations from people  they know....
People are talking about yourbrand right now.
Some people like you…
Some people don’t…
But if you monitor whatpeople are saying
and startengaging withyour customers
You have an opportunity tomake fans like never before
“How are you going to monetize this?” Ithink is the wrong question. The rightquestion is “How am I going to deepen myrelat...
WHAT ISREPUTATION?
REP·U·TA·TIONn: The general estimation or opinion in which a person or entity is held by the public.
A wise man once said…  It takes a lifetime to build a  reputation and only 15 minutes to  destroy it.                    -...
WOMWord of Mouth   Word of Mouse
AVOIDANCE IS NOT A TACTIC!
AVOIDANCE BREEDS A‘MOB’ MENTALITY
Source: Altimeter Group
HOW CAN YOUMANAGE YOURONLINEPRESENCE?
REPUTATION MANAGEMENTCYCLE                        Provide Great                           Service    Learn from           ...
UNDERSTAND YOUR REPUTATION
APARTMENTGRADE.COMPast – Biased Reviews: Most apartment rating websites offer eitheronly unsubstantiated reviews by anonym...
ORGANIZE YOURSELFINTERNALLY                     Customer            Human Marketing   Sales              Legal            ...
HAVE A REPUTATIONMANAGEMENT PLAN• Social Media Policy for the Social Media  Administrator and Employees• Brand Integrity M...
IMPLEMENT A POLICY• When are your employees  “your” employees?• Are you responsible for their  actions when they are “on t...
SAMPLE POLICY                http://bit.ly/SocialMediaPolicyEx
BRAND INTEGRITY MODELIntegrity increases credibility, keeps rentershappy and gives them little room to complain!          ...
WHO RESPONDS?• Regional/Corporate  – Pros: Not emotionally tied to the issue/concern  – Cons/Challenges: Could cause for d...
COMMENT GUIDELINES• Will you reject comments which include offensive or inappropriate  language?• Will you allow personal ...
http://tinyurl.com/bldhk5p
FAIR HOUSING GUIDELINES• Show diversity in your  photos• Ask permission before  posting any photos of  residents (have the...
TAKING THE CONVERSATIONOFFLINE…     Example: Technical Glitch
TAKING THE CONVERSATIONOFFLINE…Example: NegativeFeedback
TAKING ACCOUNTABILITY…     Example: Technical Glitch
TAKING ACCOUNTABILITY…     Example: Personalization
TAKING ACCOUNTABILITY…   Example: Mob Mentality Not on   the Facebook Business Page
TAKING ACCOUNTABILITY…    Example: Solution Provided
TAKING ACCOUNTABILITY…     Example: Redemption
HOW DOES ACRISIS IMPACTYOURREPUTATION?
RISK MITIGATIONIdentify the following in advance:•   Customer-related risks•   Technology risks•   Staff size and experien...
SWOT       The key to a successful       reputation management       plan is the initial analysis of       your business’s...
RISK TABLE   Once you have developed             your table you can expand             on each risk that you have         ...
RISK MITIGATION, MONITORINGAND MANAGEMENTRisk: Excess garbage on community grounds due to lack of trash deposits•   Mitiga...
REPUTATIONMANAGEMENTTOOLS
WAYS TO LISTEN & ENGAGE• Monitor online feedback and  conversations via tools like  Google Alerts & Google Reader• Respond...
IN-DEPTH ANALYSIS              Helpful statistics              such as how people              arrive at your             ...
REPUTATION MGT TOOLS
GOOGLE ALERTS
VIEW OTHER MANAGERS’RESPONSES TO REVIEWS ONAPARTMENTRATINGS.COM      Insert this query into Google
GOOGLE READER
TWITTER SEARCH
ScenariosHOW WOULD YOURESPOND?
HOW DO YOU RESPOND?• Understand the Audience: Your residents  & prospects want to know that you are listening  and that th...
COMMON NEGATIVEREVIEWS/COMMENTS IN OUR       INDUSTRY
MAINTENANCE
MAINTENANCE
OFFICE STAFF
OFFICE STAFF               Example of a Form               Letter Response
HIDDEN CHARGES  “Hello, as we discussed last week in my office,  you were charged XYZ amount because of  ABC reason. I rea...
PEST ISSUES
PET ISSUES
NEIGHBOR COMPLAINTS
COMMON POSITIVEREVIEWS/COMMENTS IN OUR       INDUSTRY
POSITIVE REVIEWS/COMMENTS
POSITIVE REVIEWS/COMMENTS
POSITIVE REVIEWS/COMMENTS
COMMON NEUTRALREVIEWS/COMMENTS IN OUR       INDUSTRY
NEUTRAL REVIEW
RESIDENT SUGGESTIONS
NEUTRAL REVIEW
IGNITION POINTS
THINGS YOU CAN DO TODAY!• Create a SWOT Analysis or Risk Mitigation Plan  – In regard to your Facebook page, list;     •  ...
TAKEAWAYS• Social Media Rules of Engagement  http://bit.ly/SMRulesofEngagement• Social Media Policy for the Administrator ...
The way to gain a goodreputation is to endeavor to be    what you desire to appear.               ~ Socrates
Q&A
Navigating Your Online Presence in the Multifamily Housing Industry
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Navigating Your Online Presence in the Multifamily Housing Industry

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This presentation was presented at the Harbor Group Managers' Meeting on 1-26-12.

Session Description: The social web is constantly changing, uploading, sharing and ranting-about your brand. Who is talking? Who is listening? What are consumes saying? What are you saying in response? Are you taking action? Conversation and content are always encouraged, but the reality is that not all content is beneficial for the apartment community. Find out how these conversations on sites like Facebook, Twitter, Foursquare, and ApartmentRatings.com can be used to gain insight and take action. This session will address the latest strategic insights in public relations, integrated communications, management, planning, relationship, reputation, branding, social media, sustainability, and other emerging opportunities.

Attendees walked away with a crash course in PR Damage Control 101 as well as the tools that allow you to react in a confident and timely manner when confrontation occurs.

Published in: Real Estate
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Navigating Your Online Presence in the Multifamily Housing Industry

  1. 1. NAVIGATING YOURONLINE PRESENCE Erica Campbell Director of Social Media Dominion Homes Media
  2. 2. AGENDA• What is Reputation?• How can you Manage your Online Presence?• How Does a Crisis Impact your Reputation?• Reputation Management Tools• Scenarios: How Would you Respond?• Ignition Points
  3. 3. Providing greatservice and having apositive onlinereputation canabsolutely help driverevenue andincrease residentsatisfaction.
  4. 4. THE REALITY• 70% of consumers trust opinions posted online and 90% of users trust recommendations from people they know.1• When shopping for an apartment, a whopping 51.6% reported they would use a ratings/review site. 2• When asked how important ratings/reviews would be, this source earned a strong 4.27/5.00 rating.2• The impact on rental decisions of a community’s ratings/reviews earned a strong 4.13/5.00 rating, ranking sixth among 45 topics rated. 2Source: 1 Nielsen Report, 2 SatisFacts Research National July 2011 Study
  5. 5. People are talking about yourbrand right now.
  6. 6. Some people like you…
  7. 7. Some people don’t…
  8. 8. But if you monitor whatpeople are saying
  9. 9. and startengaging withyour customers
  10. 10. You have an opportunity tomake fans like never before
  11. 11. “How are you going to monetize this?” Ithink is the wrong question. The rightquestion is “How am I going to deepen myrelationships with my customers andemployees?” ~ Brian. J. Dunn – Best Buy CEO
  12. 12. WHAT ISREPUTATION?
  13. 13. REP·U·TA·TIONn: The general estimation or opinion in which a person or entity is held by the public.
  14. 14. A wise man once said… It takes a lifetime to build a reputation and only 15 minutes to destroy it. -Warren Buffet
  15. 15. WOMWord of Mouth Word of Mouse
  16. 16. AVOIDANCE IS NOT A TACTIC!
  17. 17. AVOIDANCE BREEDS A‘MOB’ MENTALITY
  18. 18. Source: Altimeter Group
  19. 19. HOW CAN YOUMANAGE YOURONLINEPRESENCE?
  20. 20. REPUTATION MANAGEMENTCYCLE Provide Great Service Learn from Proactively Reviews & Seek Out Comments Issues Respond to Find Negative Negative Reviews & Reviews & Comments Comments
  21. 21. UNDERSTAND YOUR REPUTATION
  22. 22. APARTMENTGRADE.COMPast – Biased Reviews: Most apartment rating websites offer eitheronly unsubstantiated reviews by anonymous renters or biaseddescriptions by apartment community owners.Now – ApartmentGrade.com’s Objective Apartment Ratings: Firstwebsite dedicated only to providing prospective renters with a credible,objective, and accurate ratings of an apartment community based solelyon the apartment community’s current resident’s feedback. Data isbased on information and opinions collected by unbiased third-partyexperts from SatisFacts. – Maintenance, leasing and management staff, the condition of the building etc… – Based on the question you’d ask a current resident if you had the chance: would you recommend this apartment community to your friends? – Email residents short survey and based on the results they assign it a rating of 1- 5 stars. – Any property scoring a rating of 3.5 or higher will be included in the results on ApartmentGrade.com. – The listing then clicks over to an ILS.
  23. 23. ORGANIZE YOURSELFINTERNALLY Customer Human Marketing Sales Legal Service Resources
  24. 24. HAVE A REPUTATIONMANAGEMENT PLAN• Social Media Policy for the Social Media Administrator and Employees• Brand Integrity Model• Conversation Control• Comment and Interaction Guidelines• Fair Housing Guidelines
  25. 25. IMPLEMENT A POLICY• When are your employees “your” employees?• Are you responsible for their actions when they are “on the clock”?• Are you responsible for their actions when they are on their own time?• Consider your audience and be Social Media authentic. Policy• Remember to protect proprietary and confidential information.
  26. 26. SAMPLE POLICY http://bit.ly/SocialMediaPolicyEx
  27. 27. BRAND INTEGRITY MODELIntegrity increases credibility, keeps rentershappy and gives them little room to complain! Beliefs Integrity Words Actions
  28. 28. WHO RESPONDS?• Regional/Corporate – Pros: Not emotionally tied to the issue/concern – Cons/Challenges: Could cause for delay because they must obtain all info from on-site team before responding & should stand behind the on-site team, if possible• Property Manager – Pros: Knows all the details, backstory & may personally know the resident with the issue/concern – Cons: Too emotionally invested, especially if he/she is the target of the review or comment
  29. 29. COMMENT GUIDELINES• Will you reject comments which include offensive or inappropriate language?• Will you allow personal attacks?• In an ideal world you might allow people to question or argue your company’s content – after all, this medium is about conversation. However as we all know, this isn’t an ideal world.• Even if you do allow criticism, consider outlawing aggressive attacks.• On-topic comments: What will you do with comments that veer away from the topic of the post or other peoples’ comments?• Will you allow comments that appear to be spam?• Will you take action against repeat offenders?• Will you provide a way for commenters to contact someone if their comment is not approved, or if they have other questions?
  30. 30. http://tinyurl.com/bldhk5p
  31. 31. FAIR HOUSING GUIDELINES• Show diversity in your photos• Ask permission before posting any photos of residents (have them sign a model release)• Dont profile based on what you see on a resident or potential residents Facebook profile
  32. 32. TAKING THE CONVERSATIONOFFLINE… Example: Technical Glitch
  33. 33. TAKING THE CONVERSATIONOFFLINE…Example: NegativeFeedback
  34. 34. TAKING ACCOUNTABILITY… Example: Technical Glitch
  35. 35. TAKING ACCOUNTABILITY… Example: Personalization
  36. 36. TAKING ACCOUNTABILITY… Example: Mob Mentality Not on the Facebook Business Page
  37. 37. TAKING ACCOUNTABILITY… Example: Solution Provided
  38. 38. TAKING ACCOUNTABILITY… Example: Redemption
  39. 39. HOW DOES ACRISIS IMPACTYOURREPUTATION?
  40. 40. RISK MITIGATIONIdentify the following in advance:• Customer-related risks• Technology risks• Staff size and experience risks• Current market conditions risks
  41. 41. SWOT The key to a successful reputation management plan is the initial analysis of your business’s online presence with an eye for both current weaknesses and potential vulnerabilities.
  42. 42. RISK TABLE Once you have developed your table you can expand on each risk that you have identified.
  43. 43. RISK MITIGATION, MONITORINGAND MANAGEMENTRisk: Excess garbage on community grounds due to lack of trash deposits• Mitigation: In order to alleviate excess debris on community grounds due to overcrowding, Park Terrace will pull funds together from the Community Events budget to purchase additional garbage deposit canisters. This will ensure the upkeep of the community grounds and reduce the smell of exposed garbage.• Monitoring: Community grounds keepers will update notes on the conditions of the community grounds while making their daily rounds. Poll cards will be put in each residents mailbox two weeks after the additional canisters have been in use.• Management: Should the Park Terrace community come to find that the additional canisters did not meet the level of satisfaction or pacification of the issue, property management will readdress and look at other alternatives to solve the problem.
  44. 44. REPUTATIONMANAGEMENTTOOLS
  45. 45. WAYS TO LISTEN & ENGAGE• Monitor online feedback and conversations via tools like Google Alerts & Google Reader• Respond to customer feedback• Distribute customer feedback internally• Incorporate customer ideas into process or product improvements• Reward customers whose ideas you use
  46. 46. IN-DEPTH ANALYSIS Helpful statistics such as how people arrive at your website, can lead to important insights that can help your plan.
  47. 47. REPUTATION MGT TOOLS
  48. 48. GOOGLE ALERTS
  49. 49. VIEW OTHER MANAGERS’RESPONSES TO REVIEWS ONAPARTMENTRATINGS.COM Insert this query into Google
  50. 50. GOOGLE READER
  51. 51. TWITTER SEARCH
  52. 52. ScenariosHOW WOULD YOURESPOND?
  53. 53. HOW DO YOU RESPOND?• Understand the Audience: Your residents & prospects want to know that you are listening and that they will taken care of.• Be Authentic: Don’t respond in a mechanical, robotic manner. Specifically address the issue.• Offer a Solution: Put effort into your response.• Keep it Timely: Respond as quickly as possible & try to address the issue before your audience points it out.
  54. 54. COMMON NEGATIVEREVIEWS/COMMENTS IN OUR INDUSTRY
  55. 55. MAINTENANCE
  56. 56. MAINTENANCE
  57. 57. OFFICE STAFF
  58. 58. OFFICE STAFF Example of a Form Letter Response
  59. 59. HIDDEN CHARGES “Hello, as we discussed last week in my office, you were charged XYZ amount because of ABC reason. I realize now that I may not have been clear enough, so if you would like to discuss it again, please let me know!”
  60. 60. PEST ISSUES
  61. 61. PET ISSUES
  62. 62. NEIGHBOR COMPLAINTS
  63. 63. COMMON POSITIVEREVIEWS/COMMENTS IN OUR INDUSTRY
  64. 64. POSITIVE REVIEWS/COMMENTS
  65. 65. POSITIVE REVIEWS/COMMENTS
  66. 66. POSITIVE REVIEWS/COMMENTS
  67. 67. COMMON NEUTRALREVIEWS/COMMENTS IN OUR INDUSTRY
  68. 68. NEUTRAL REVIEW
  69. 69. RESIDENT SUGGESTIONS
  70. 70. NEUTRAL REVIEW
  71. 71. IGNITION POINTS
  72. 72. THINGS YOU CAN DO TODAY!• Create a SWOT Analysis or Risk Mitigation Plan – In regard to your Facebook page, list; • Strengths • Weaknesses • Opportunities • Threats • Potential Risks and Mitigation• Brainstorm scenarios of negative incidents and find the hidden opportunities• Find current residents that are advocates and ask them for a review.
  73. 73. TAKEAWAYS• Social Media Rules of Engagement http://bit.ly/SMRulesofEngagement• Social Media Policy for the Administrator and Employee: http://bit.ly/SocialMediaPolicyEx• Social Media Fair Housing Guidelines http://bit.ly/SMFairHousingGuidelines
  74. 74. The way to gain a goodreputation is to endeavor to be what you desire to appear. ~ Socrates
  75. 75. Q&A

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