Originally presented by Mike Whaling to the Washington Multifamily Housing Association on September 16, 2009.

1. Social Media:
How Business Gets Done
Mike Whaling, 30 Lines
September 16, 2009

2. Download the slides at
SlideShare.net/30lines

3. >> Why bother with social media?
>> What apartment companies are doing
>> What others are doing
>> What you can do

4. The Internet is booming...
MyNewPlace estimates nearly 80%
of apartment searches now begin online.

5. ... Yet, your website is less important.
53% of online users consume content
outside traditional corporate websites.

6. Internet searchers are impatient.
Less than 10% of searchers read
beyond the rst three pages of results.

7. Social media impacts your reputation.
One-third of all Internet users post opinions.
36% think more positively about
a company that maintains a blog.

8. Social media?
Web 2.0?
Kid stuff, right?

9. “Social media” is people
having conversations ... online.

10. ...But it’s about more than a
conversation.

11. The best thing to happen
to your organization.

14. >> It levels the playing eld
by giving you a voice.
>> It gives you a direct connection
to your customers.
>> It gives your customers a direct
connection to each other.

15. Those conversations are powered by...
• Social networks • Widgets
• Blogs • Social bookmarks
• Online chat • Message boards
• Podcasts • Photo sharing
• RSS • Video sharing
• Microblogs • Wikis

16. Where does it t?
>> Marketing
>> Branding
>> Customer service
>> Resident retention
>> Internal communications and training

17. So what can you do?

18. De ne Your Strategy
>> Listen to the market
>> Claim your presence
>> Build your network
>> Steer the conversation
>> Work it into your business

19. Understand your audiences.
Your message. Your goals.

20. Stop shouting ... start listening.

21. Who are you trying to reach?
Where are they online?
What are they saying?

22. Claim your presence.

23. Build your presence.
>> Create communication hubs.
>> Set up outposts.
>> Keep the message consistent.
>> Don’t forget maps and listing sites.
>> Keep them current.

24. Start networking.

25. Joining the conversation:
>> Learn the rules.
>> Be interested. Be interesting.
>> Leave a trail.
>> Start courting customers and in uencers.

26. Be approachable.

27. It’s not about you.

28. Play DJ.

30. “We’re just AWESOME...”

31. Work it into your business.

33. Track your progress.

34. Marketing
>> Increased traffic to website
>> Better traffic to website
>> Increased % of lease conversions
Branding
>> Increased presence on search engines
>> Responsive on ratings/reviews sites
>> Increased % of lease conversions
Customer Service
>> Higher ratings
>> Increase in resident testimonials

35. How does it all t together?

37. Urbane goals:
>> Reduce spending on paid listings.
>> Build sense of community and exclusivity.
>> Sell a lifestyle and experience.

38. Give residents their own space.

39. Become a community hub.

40. Ask for the review.

41. How they make it happen.

42. Urbane results:
>> Website traffic up 65%.
>> Blog traffic grows 35% monthly.
>> Participation in Urbane Lobby up 400%.

43. More results:
>> Little paid advertising over past year.
>> Nearly 100% increase in lease conversion.
>> Rents 3-4x higher than local competition.
>> Brand awareness drives retention.
>> Avg. cost per lease = $130.

44. Urbane results:
One more bene t...

45. Urbane results:
One more bene t...

46. What now?

47. “80% of success is showing up.”

48. NOT ANY MORE

49. A slow drip...

50. Find ways to complement
your current efforts.

51. Look at the whole picture.
>> Your brand is how people perceive you.
What other say about you is more
important than ever before.
>> Like it or not, social media leads to
conversations about your company.
Participating helps you control the
message.

52. Obstacles

53. Obstacles
>> “What if somebody says something bad?”
>> “What’s the ROI?” (Risk Of Inaction)
>> “It’s a fad.” (Fundamental change in habits)
>> “I don’t have the time.”

54. Test the water.

55. Build your brand to new heights.

56. #AptChat
twitter.com/aptchat

57. Industry sites and resources:
>> Multifamily Insiders
>> Resident 2.0
>> LinkedIn groups
>> Twitter contacts

58. Multifamily in uencers:
>> Eric Brown: @Eric_Urbane
>> Lisa Trosien: @LisaTrosien
>> CharityHisle: @CharityHisle
>> Heather Blume: @artchickhb
>> Brent Williams: @brentwilliams2
>> Eric Wu: @RentWiki
>> Resident 2.0: @resident20

59. Keep learning:
>> Groundswell
>> Trust Agents
>> Cluetrain Manifesto
>> Tribes
>> SocialMediaToday.com
>> MarketingProfs.com
>> Hello! My Name is Scott.

60. Mike Whaling
386.795.8000
mike@30lines.com
30lines.com
twitter.com/30lines
facebook.com/30lines

61. Your turn

62. Multifamily On
Social Media
Best Practices, Pros/Cons, and a Few
Other Ideas of Note
Presentation design by BTLD Consulting

63. From Leasing Consultant to
Information Concierge

64. From Leasing Consultant to
Information Concierge
“New marketing is about the
relationships, not the
medium.”
- Ben Grossman

65. From Leasing Consultant to
Information Concierge
“New marketing is about the
relationships, not the
medium.”
- Ben Grossman
“By creating compelling
content, you can become a
celebrity.”
- Paul Gillin

66. Pros & Cons to
Social Media Technology

67. Pros & Cons to
Social Media Technology
Instant Information

68. Pros & Cons to
Social Media Technology
InstantInformation
REQUIRES constant updating
to keep current information
relevant

69. Pros & Cons to
Social Media Technology
Instant Information
REQUIRES constant updating
to keep current information
relevant
Costs time

70. Pros & Cons to
Social Media Technology
Instant Information
REQUIRES constant updating
to keep current information
relevant
Costs time
Potential to be abused/fair
housing violations concerns

71. Pros & Cons to
Social Media Technology
Instant Information
REQUIRES constant updating
to keep current information
relevant
Costs time
Potential to be abused/fair
housing violations concerns
The Internet’s got a long
memory

72. Pros & Cons to
Social Media Technology
Instant Information Instant Information
REQUIRES constant updating
to keep current information
relevant
Costs time
Potential to be abused/fair
housing violations concerns
The Internet’s got a long
memory

73. Pros & Cons to
Social Media Technology
Instant Information InstantInformation
REQUIRES constant updating Constantly updates information
to keep current information to keep your residents in the
relevant loop and connected
Costs time
Potential to be abused/fair
housing violations concerns
The Internet’s got a long
memory

74. Pros & Cons to
Social Media Technology
Instant Information InstantInformation
REQUIRES constant updating Constantly updates information
to keep current information to keep your residents in the
relevant loop and connected
Costs time Free Tools
Potential to be abused/fair
housing violations concerns
The Internet’s got a long
memory

75. Pros & Cons to
Social Media Technology
Instant Information InstantInformation
REQUIRES constant updating Constantly updates information
to keep current information to keep your residents in the
relevant loop and connected
Costs time Free Tools
Potential to be abused/fair Can be monitored for content
housing violations concerns
The Internet’s got a long
memory

76. Pros & Cons to
Social Media Technology
Instant Information InstantInformation
REQUIRES constant updating Constantly updates information
to keep current information to keep your residents in the
relevant loop and connected
Costs time Free Tools
Potential to be abused/fair Can be monitored for content
housing violations concerns People have short attention
The Internet’s got a long spans
memory

77. Some companies in our area who are
already paving the road:

78. Some companies in our area who are
already paving the road:
But Why?

79. Word of Mouth
Marketing

80. Word of Mouth
Marketing
Word of Mouth Marketing
by Andy Sernovitz
$24.95

81. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
Word of Mouth Marketing
by Andy Sernovitz
$24.95

82. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
It’s About Conversation
Word of Mouth Marketing
by Andy Sernovitz
$24.95

83. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
It’s About Conversation
Honest & Genuine
Word of Mouth Marketing
by Andy Sernovitz
$24.95

84. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
It’s About Conversation
Honest & Genuine
Join the Conversation That’s
Already Happening
Word of Mouth Marketing
by Andy Sernovitz
$24.95

85. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
It’s About Conversation
Honest & Genuine
Join the Conversation That’s
Already Happening
Don’t Fear Yelp! & Apartment
Ratings
Word of Mouth Marketing
by Andy Sernovitz
$24.95

86. Word of Mouth
Marketing
Most Powerful form of Marketing
in the Current Economy
It’s About Conversation
Honest & Genuine
Join the Conversation That’s
Already Happening
Don’t Fear Yelp! & Apartment
Ratings
Build Evangelizers
Word of Mouth Marketing
by Andy Sernovitz
$24.95

87. Other On Site Staff Benefits to
Utilizing Social Media

88. Other On Site Staff Benefits to
Utilizing Social Media
Quickaccess to new ideas and solutions to common
problems

89. Other On Site Staff Benefits to
Utilizing Social Media
Quick access to new ideas and solutions to common
problems
More direct involvement with your residents

90. Other On Site Staff Benefits to
Utilizing Social Media
Quick access to new ideas and solutions to common
problems
More direct involvement with your residents
Community building within our industry

91. Other On Site Staff Benefits to
Utilizing Social Media
Quick access to new ideas and solutions to common
problems
More direct involvement with your residents
Community building within our industry
New trends come to you right away

92. Other On Site Staff Benefits to
Utilizing Social Media
Quick access to new ideas and solutions to common
problems
More direct involvement with your residents
Community building within our industry
New trends come to you right away
Tons of new resources your team might not otherwise
find

93. Other On Site Staff Benefits to
Utilizing Social Media
Quick access to new ideas and solutions to common
problems
More direct involvement with your residents
Community building within our industry
New trends come to you right away
Tons of new resources your team might not otherwise
find
More direct conversations on shorter mediums mean
more productivity, not less

94. Not One Size Fits All Marketing and
Connecting Needs

95. Not One Size Fits All Marketing and
Connecting Needs

96. Not One Size Fits All Marketing and
Connecting Needs

97. Not One Size Fits All Marketing and
Connecting Needs

98. Not One Size Fits All Marketing and
Connecting Needs

99. Not One Size Fits All Marketing and
Connecting Needs
Facebook, Twitter, YouTube, Blogs, Plaxo, Ning, LinkedIn, MySpace, Google Wave, and More

100. Without Method,
You’ll Have Madness

101. Without Method,
You’ll Have Madness

102. Without Method,
You’ll Have Madness
Prior to “Jumping In”
 Have a strategy
 Is this really going to fit our core demographic?
 Who will maintain it? How much time do we allow for it?
 How are we going to generate new and unique content?
 Remember, you don’t have to use every tool out there
 Starting with Twitter and Facebook is a good idea since the two can interlink
pretty well with minimal extra work

103. Without Method,
You’ll Have Madness
Prior to “Jumping In”
 Have a strategy
 Is this really going to fit our core demographic?
 Who will maintain it? How much time do we allow for it?
 How are we going to generate new and unique content?
 Remember, you don’t have to use every tool out there
 Starting with Twitter and Facebook is a good idea since the two can interlink
pretty well with minimal extra work
 Listen before you think about speaking

104. Without Method,
You’ll Have Madness
Prior to “Jumping In”
 Have a strategy
 Is this really going to fit our core demographic?
 Who will maintain it? How much time do we allow for it?
 How are we going to generate new and unique content?
 Remember, you don’t have to use every tool out there
 Starting with Twitter and Facebook is a good idea since the two can interlink
pretty well with minimal extra work
 Listen before you think about speaking
 Plan an organized roll out of social media marketing
 Learn the netiquette of the platform that you’re using
 It’s not about plastering ads, it’s about providing content.
 Respect the Terms of Service (TOS) of the tool

105. Without Method,
You’ll Have Madness
Prior to “Jumping In”
 Have a strategy
 Is this really going to fit our core demographic?
 Who will maintain it? How much time do we allow for it?
 How are we going to generate new and unique content?
 Remember, you don’t have to use every tool out there
 Starting with Twitter and Facebook is a good idea since the two can interlink
pretty well with minimal extra work
 Listen before you think about speaking
 Plan an organized roll out of social media marketing
 Learn the netiquette of the platform that you’re using
 It’s not about plastering ads, it’s about providing content.
 Respect the Terms of Service (TOS) of the tool

106. Anything Worth Doing is Worth Doing
Well…

107. Anything Worth Doing is Worth Doing
Well…

108. Anything Worth Doing is Worth Doing
Well…

109. What makes for
Compelling Content?

110. What makes for
Compelling Content?
Current local politics and cultural events around your community

111. What makes for
Compelling Content?
Currentlocal politics and cultural events around your community
Resident written reviews of local plays/new movies

112. What makes for
Compelling Content?
Currentlocal politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations

113. What makes for
Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate

114. What makes for
Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate
Stuff to do on the weekends in your area

115. What makes for
Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate
Stuff to do on the weekends in your area
Travel tips in seasons when travel is frequent

116. What makes for
Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate
Stuff to do on the weekends in your area
Travel tips in seasons when travel is frequent
DIY projects for apartment decorating or money saving “make it at
home” tips

117. What makes for
Compelling Content?
Current local politics and cultural events around your community
Resident written reviews of local plays/new movies
Restaurant reviews/recommendations
Daily thoughts or quotes, IF appropriate
Stuff to do on the weekends in your area
Travel tips in seasons when travel is frequent
DIY projects for apartment decorating or money saving “make it at
home” tips
It’s about what your RESIDENTS want to read about,
not just what you want to write about

118. And on the off chance you thought
you could ignore it…

119. And on the off chance you thought
you could ignore it…
 Facebook grows by over 1 million users a
WEEK in the US alone and more than 2/3
of FB users are out of college
 Twitter has over 12 million users currently
and is expected to grow to 18 million users
by 2010

120. And on the off chance you thought
you could ignore it…
 Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media
WEEK in the US alone and more than 2/3 interact with companies through Social
of FB users are out of college Media sites
 Twitter has over 12 million users currently 
85% of social media users think that
and is expected to grow to 18 million users companies should interact with them
by 2010 through social media

121. And on the off chance you thought
you could ignore it…
 Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media
WEEK in the US alone and more than 2/3 interact with companies through Social
of FB users are out of college Media sites
 Twitter has over 12 million users currently 
85% of social media users think that
and is expected to grow to 18 million users companies should interact with them
by 2010 through social media

122. And on the off chance you thought
you could ignore it…
 Facebook grows by over 1 million users a  6 of 10 Americans who use Social Media
WEEK in the US alone and more than 2/3 interact with companies through Social
of FB users are out of college Media sites
 Twitter has over 12 million users currently 
85% of social media users think that
and is expected to grow to 18 million users companies should interact with them
by 2010 through social media
Ostrich Syndrome won’t
work
when it comes to Social
Media.

123. Resources and Links

124. Resources and Links
Tools can be found at:
 www.facebook.com
 www.twitter.com
 www.ning.com
 www.wordpress.com
 www.youtube.com
 www.plaxo.com
 www.linkedin.com
 www.myspace.com
 www.circlepix.com
 www.photobucket.com
 www.flicker.com

125. Resources and Links
Tools can be found at: Websites and blogs that can help:
 www.facebook.com  www.multifamilyinsiders.com
 www.twitter.com  www.propertymanager.com
 www.ning.com  www.30lines.com
 www.wordpress.com  www.mbrewergroup.com
 www.apartmentveteran.com
 www.youtube.com
 www.apartmentmarketingblog.com
 www.plaxo.com
 www.theapartmentnerd.com
 www.linkedin.com
 www.myspace.com
 www.circlepix.com
 www.photobucket.com
 www.flicker.com

126. Resources and Links
Tools can be found at: Websites and blogs that can help:
 www.facebook.com  www.multifamilyinsiders.com
 www.twitter.com  www.propertymanager.com
 www.ning.com  www.30lines.com
 www.wordpress.com  www.mbrewergroup.com
 www.apartmentveteran.com
 www.youtube.com
 www.apartmentmarketingblog.com
 www.plaxo.com
 www.theapartmentnerd.com
 www.linkedin.com
 www.myspace.com Suggested Books:
 www.circlepix.com  Groundswell by Bernoff
 www.photobucket.com  The New Rules of Marketing and PR by Scott
 Word of Mouth Marketing by Sernovitz
 www.flicker.com
 Creating Customer Evangelists by McConnell and
Huba

127. We Know You’ve Got
Questions…
Presentation by Missy Castaneda, Carla Morin, &
Heather Blume, with special thanks to Darcey Forbes
of Essex Property Trust for her insights.
Do you want to see more great events like this
one? Get Involved with a WMFHA Committee!