With vacancies on the rise around the country, it is more critical than ever to incorporate new technology and media channels into the marketing mix to keep vacancies filled. During this presentation, participants will walk away with a comprehensive understanding of how to reach new renters through mobile technology and online video as well as how to building stronger connections with current residents—and turn them into ambassadors for their apartment community—through the most popular social networking sites.

1. Capture & Retain Residents Through Popular New Media Channels The Power of Social Networking, Online Video & Mobile Technology in Today’s Rental Climate

2. Review of Today’s Session

3. Source: Social Media Revolution, YouTube. Twitter Users, Mashable, April 2010. Years to Reach 50 Million Users Did You Know?

4. Source: Social Media Revolution, YouTube If Facebook were a country, it would be the world’s 3 rd largest Did You Know? 1.China 2. India 3. Facebook 4. United States 5. Indonesia

5. Source: Social Media Revolution, YouTube. >100,000,000 videos are posted on YouTube alone! Did You Know? YouTube is the 2 nd largest search engine in the world

6. Source: YouTube Did You Know? YouTube exceeds 2 billion views a day…

7. 152.7 billion text messages are sent per month 1.56 trillion text messages were sent in 2009 Text overtakes talk for US mobile phone users Did You Know? Source: CTIA, The Wireless Association, Dec 2009. Photo Source: Flickr, photine

8. Source: Nielsen Trust in Advertising Report. Only 14% of people trust traditional advertising Did You Know? 78% trust the recommendations of other consumers

9. Source: Pingdom, November 2009 27.3 million “tweets” are posted per day on Twitter… Did You Know? That’s an average of 1.1 million “tweets” per hour

10. If you had a penny for every view of YouTube’s most viewed video… Source: YouTube, April 2010. Did You Know? You would have $1.76 million dollars…and counting!

11. 93% of consumers believe a brand SHOULD have a social media presence Consumers want to connect with you socially Did You Know? Source: Cone, Inc., 2008. Photo Source: Flickr, Heberger Site

12. Source: ComScore, January 2010. Did You Know?

13. Source: Gartner, Inc. By 2013 mobile phones will outnumber PCs as the most common Web access device worldwide Did You Know? More than 1.82 billion Web enabled phones will be in use

14. Source: BBDO , Wireless Works Study. The average American takes 26 hours to report a lost wallet Did You Know? But only 26 minutes to report a lost cell phone

15. Did You Know? Using new media presents a tremendous OPPORTUNITY for your community! Source: ComScore, January 2010. Photo Source: pyzam.com

16. New Media Overview Defining Social Media, Online Video and Mobile Marketing

18. Renters of tomorrow are heavy social media users today New Media | Social Media Photo Source: Flickr, Kyan Media New communication model: dialogue People are talking about brands right now: 70% of Bloggers 30% Twitter users 41% of Facebook users Consumers trust Word of Mouth…and the speed of mouth is only limited by how fast people can type!

19. New Media | Social Media The Social Media Landscape Photo Source: Brian Solis, The Conversion Prism

20. New Media | Social Media Go to the Masses: Communication , Multimedia , Reviews/Opinions

21. Syndicated Access to streaming video and programming Branded Demonstrate the functionality of a product or need for service Bigger impact in less time and fewer words Training/ Education How to do anything! Many shapes and sizes… Entertain, EDUCATE, Inform New Media | Online Video

22. WHY…79% of apartment shoppers feel video is more useful than still photos Source: Frank N Magid Research New Media | Online Video

23. New Media | Mobile Connect with your audience in an interactive and relevant manner through a mobile device or network

24. Boundaries and roadblocks to receiving information are eliminated with the mobile web. New Media | Mobile

25. CONNECT New Media | Mobile Text Preferred mode of communication Update & inform residents Keep prospects in the know Personalized Key Words Extend your marketing message Mobile Web Instant access anywhere User friendly Lay the FOUNDATION then build… Mobile applications, online chat, location based mobile marketing, bar codes and more… Text Messaging | Mobile Websites | Personalized Keywords | Applications/Apps

26. I nstant access to information I nformation that is portable & sharable B rands to connect with them in the same ways they are searching for information New Media | So What? Today’s renter wants:

27. Benefits Using Social Media, Online Video and Mobile Marketing

28. The Five Rs of Using New Media Benefits to Your Community

34. Implementing New Media Strategies at Your Community

36. Step 1: Identify Your Goals Getting Started

37. Choose media: Designate resources: Identify tactics: Align with goals/ audience You, community, vendor? Keep it alive! Step 2: Develop an Action Plan Getting Started Choose Media | Designate Resources I Identify Tactics

38. Step 3: Execute Your Presence CREATE PROMOTE UPDATE CREATE JOIN MAINTAIN UPLOAD Getting Started

39. Step 4: Measure Your Success Getting Started

40. Anticipate Challenges Understanding & Fear Training Assigning Resources Scope Creep Trial & Error Choosing Vendors Oh, And One More Thing… Getting Started

41. Strategy Social Media

42. Social Media Strategy Look Before You Leap

43. Social Media Strategy Build Your Social Media Profiles & Networks

44. JOIN THE CON VER SATION Social Media Strategy

45. Promote… Promote …Promote…promote… Social Media Strategy

46. Influence Engagement Exposure Social Media Strategy Return On Insight & Return on Interaction Measure Your ROI

47. Social Media Strategy Urbane Apartments

48. Social Media Strategy Milestone Management

49. Strategy Online Video

51. Online Video Strategy Don’t forget about your management company and community websites! Publish Content

52. Online Video Strategy Promote… Promote …Promote…promote… Check out our floorplans in video at www.hallidayapartments.com/video

53. Title Description Views Channel Subscription Social Sharing Online Video Strategy Optimize… Optimize …Optimize…optimize…

55. Online Video Strategy Milestone Management

56. Online Video Strategy Riverstone Residential

57. Strategy Mobile Marketing

60. Mobile Marketing Strategy Promote… Promote …Promote…promote…

64. Review of Today’s Session

65. Final Thought… Lisa McQueeney-Dillon Director of Sales Apartments.com [email_address] (214) 585-2955 Melanie Stiles Vice President, Marketing & Training Milestone Management [email_address] (214) 561-1200