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Social Media:
How Business Gets Done



                 Mike Whaling, 30 Lines
                   September 16, 2009
Download the slides at
SlideShare.net/30lines
>> Why bother with social media?
>> What apartment companies are doing
>> What others are doing
>> What you can do
The Internet is booming...

   MyNewPlace estimates nearly 80%
of apartment searches now begin online.
... Yet, your website is less important.

 53% of online users consume content
 outside traditional corporate websites.
Internet searchers are impatient.

   Less than 10% of searchers read
beyond the rst three pages of results.
Social media impacts your reputation.

One-third of all Internet users post opinions.
    36% think more positively about
     a company that maintains a blog.
Social media?
   Web 2.0?
Kid stuff, right?
“Social media” is people
having conversations ... online.
...But it’s about more than a
         conversation.
The best thing to happen
  to your organization.
>> 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.
Those conversations are powered by...

• Social networks         • Widgets
• Blogs                   • Social bookmarks
• Online chat             • Message boards
• Podcasts                • Photo sharing
• RSS                     • Video sharing
• Microblogs              • Wikis
Where does it t?
>>   Marketing
>>   Branding
>>   Customer service
>>   Resident retention
>>   Internal communications and training
So what can you do?
De ne Your Strategy
>>   Listen to the market
>>   Claim your presence
>>   Build your network
>>   Steer the conversation
>>   Work it into your business
Understand your audiences.
 Your message. Your goals.
Stop shouting ... start listening.
Who are you trying to reach?
  Where are they online?
  What are they saying?
Claim your presence.
Build your presence.
>> Create communication hubs.
>> Set up outposts.
>> Keep the message consistent.
>> Don’t forget maps and listing sites.
>> Keep them current.
Start networking.
Joining the conversation:
>> Learn the rules.
>> Be interested. Be interesting.
>> Leave a trail.
>> Start courting customers and in uencers.
Be approachable.
It’s not about you.
Play DJ.
“We’re just AWESOME...”
Work it into your business.
Track your progress.
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
How does it all t together?
Urbane goals:
>> Reduce spending on paid listings.
>> Build sense of community and exclusivity.
>> Sell a lifestyle and experience.
Give residents their own space.
Become a community hub.
Ask for the review.
How they make it happen.
Urbane results:
>> Website traffic up 65%.
>> Blog traffic grows 35% monthly.
>> Participation in Urbane Lobby up 400%.
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.
Urbane results:




                  One more bene t...
Urbane results:




                  One more bene t...
What now?
“80% of success is showing up.”
NOT ANY MORE
A slow drip...
Find ways to complement
   your current efforts.
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.
Obstacles
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.”
Test the water.
Build your brand to new heights.
#AptChat
twitter.com/aptchat
Industry sites and resources:
>> Multifamily Insiders
>> Resident 2.0
>> LinkedIn groups
>> Twitter contacts
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
Keep learning:
>> Groundswell
>> Trust Agents
>> Cluetrain Manifesto
>> Tribes
>> SocialMediaToday.com
>> MarketingProfs.com
>> Hello! My Name is Scott.
Mike Whaling
386.795.8000
mike@30lines.com

30lines.com
twitter.com/30lines
facebook.com/30lines
Your turn
Multifamily On
               Social Media
Best Practices, Pros/Cons, and a Few
                  Other Ideas of Note




               Presentation design by BTLD Consulting
From Leasing Consultant to
Information Concierge
From Leasing Consultant to
  Information Concierge
“New marketing is about the
relationships, not the
medium.”
               - Ben Grossman
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
Pros & Cons to
Social Media Technology
Pros & Cons to
           Social Media Technology
Instant   Information
Pros & Cons to
           Social Media Technology
InstantInformation
REQUIRES constant updating
 to keep current information
 relevant
Pros & Cons to
           Social Media Technology
Instant Information
REQUIRES constant updating
 to keep current information
 relevant
Costs time
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
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
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
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
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
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
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
Some companies in our area who are
already paving the road:
Some companies in our area who are
already paving the road:




                              But Why?
Word of Mouth
 Marketing
Word of Mouth
 Marketing




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




                                   Word of Mouth Marketing
                                     by Andy Sernovitz
                                           $24.95
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
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
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
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
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
Other On Site Staff Benefits to
Utilizing Social Media
Other On Site Staff Benefits to
Utilizing Social Media
Quickaccess to new ideas and solutions to common
problems
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
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
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
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
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
Not One Size Fits All Marketing and
Connecting Needs
Not One Size Fits All Marketing and
Connecting Needs
Not One Size Fits All Marketing and
Connecting Needs
Not One Size Fits All Marketing and
Connecting Needs
Not One Size Fits All Marketing and
Connecting Needs
Not One Size Fits All Marketing and
  Connecting Needs




Facebook, Twitter, YouTube, Blogs, Plaxo, Ning, LinkedIn, MySpace, Google Wave, and More
Without Method,
You’ll Have Madness
Without Method,
You’ll Have Madness
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
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
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
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
Anything Worth Doing is Worth Doing
Well…
Anything Worth Doing is Worth Doing
Well…
Anything Worth Doing is Worth Doing
Well…
What makes for
Compelling Content?
What makes for
            Compelling Content?
Current   local politics and cultural events around your community
What makes for
           Compelling Content?
Currentlocal politics and cultural events around your community
Resident written reviews of local plays/new movies
What makes for
           Compelling Content?
Currentlocal politics and cultural events around your community
Resident written reviews of local plays/new movies

Restaurant reviews/recommendations
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
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
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
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
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
And on the off chance you thought
you could ignore it…
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
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
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
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.
Resources and Links
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
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
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
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!

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Social Media: How Business Gets Done

  • 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.
  • 12.
  • 13.
  • 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?
  • 23. Build your presence. >> Create communication hubs. >> Set up outposts. >> Keep the message consistent. >> Don’t forget maps and listing sites. >> Keep them current.
  • 25. Joining the conversation: >> Learn the rules. >> Be interested. Be interesting. >> Leave a trail. >> Start courting customers and in uencers.
  • 29.
  • 31. Work it into your business.
  • 32.
  • 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?
  • 36.
  • 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.
  • 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...
  • 47. “80% of success is showing up.”
  • 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.
  • 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.”
  • 55. Build your brand to new heights.
  • 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.
  • 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
  • 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…
  • 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.
  • 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!

Editor's Notes

  1. Slides available for viewing and download at http://slideshare.net/30lines
  2. From Universal McCann
  3. This is actually where the name 30 Lines comes from...
  4. This is actually where the name 30 Lines comes from...
  5. Imagine your property website is a single match ... If I light that match, it puts off light, and I can probably see it in a dark room.
  6. Now imagine your best customers, your biggest fans, are all shining a light on you. Probably changes how other people might view your business, right? This is what you really want... Let’s find ways to get our biggest fans shining their light on us. (Note the cell phone in the foreground ... How times change, eh?)
  7. Get out of broadcast mode and start listening to your customers.
  8. Use tools like Google Alerts, Google Blog Search, Twitter Search, and Technorati to identify where conversations are happening ... conversations about you, your brand, your staff, your neighborhood, your competition, anything relevant to your business. Find your audience, find ways to connect.
  9. Enterprise Community Partners
  10. Treat it like a cocktail party ... you can’t be too aggressive or annoying. Don’t be “that guy.” Find the most vocal, most passionate people ... then look for ways to help them.
  11. The easiest way to build your network? Be approachable. Scott Ginsberg - http://hellomynameisscott.com
  12. Being interesting all the time can be tough. Think of yourself as a DJ, a talk show host, or an information concierge (reference Heather). Create a “playlist” worthy of your audience’s attention.
  13. One great way to claim your presence is to create a blog. Here, you can play DJ by highlighting what’s cool and what’s new around town. Examples: Surfing Nosara - http://surfingnosara.com (Hat tip to Eric Wu for this example.)
  14. Embrace your biggest fans and your staff ... getting them involved can actually make your job easier.
  15. Finally, find ways to work these tools into other parts of your business. My Starbucks Idea - http://mystarbucksidea.com
  16. Frank Eliason, Comcast - http://twitter.com/comcastcares
  17. Google Analytics - http://www.google.com/analytics Quantcast - http://www.quantcast.com Bit.ly - http://bit.ly Feedburner - http://feedburner.google.com Facebook Insights Omniture Technorati - http://www.technorati.com IceRocket - http://www.icerocket.com
  18. Urbane Lobby: http://urbanelobby.com
  19. The Urbane Life blog - http://urbaneblog.com
  20. Woody Allen once said, “80% of success is showing up.”
  21. Not going to happen overnight...
  22. Online tactics don’t play out in a vacuum, and they don’t replace your current marketing efforts. Urbane puts itself at a disadvantage.
  23. Do a search for your company, your organization, your competition … see what comes up. Also, try tools by using them internally first.
  24. These initiatives are tough to do at each property. Have a local mindset, but focus on a bigger idea ... focus on building a bigger brand message. One last great example (regardless of your politics) ... CHANGE.
  25. Multifamily Insiders: http://www.multifamilyinsiders.com Resident 2.0: http://www.resident20.com LinkedIn groups: http://www.linkedin.com Twitter contacts ==> See next slide for links.
  26. Industry contacts on Twitter: - Eric Brown: http://twitter.com/Eric_Urbane - Lisa Trosien: http://twitter.com/ltrosien - Charity Hisle: http://twitter.com/CharityHisle - Heather Blume: http://twitter.com/artchickhb - Brent Williams: http://twitter.com/brentwilliams2 - Eric Wu: http://twitter.com/RentWiki - Resident 2.0: http://twitter.com/Resident20 - Training Factor: http://twitter.com/trainingfactor
  27. Resources: - Groundswell: http://groundswell.forrester.com - Trust Agents: http://chrisbrogan.com - Cluetrain Manifesto: http://www.cluetrain.com - Tribes (Seth Godin): http://www.triiibes.com - Social Media Today: http://www.socialmediatoday.com - MarketingProfs: http://www.marketingprofs.com - Hello! My Name is Scott: http://hellomynameisscott.com
  28. With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for:
  29. With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for:
  30. With the downturn in the current market, our residents aren’t only expecting lower rental rates, but they’re also expecting a lot more for their money. If we’re taking a hit in the finances, one of the things that we can do is to become as educated and connected as possible so that we go from being just LEASING CONSULTANTS to becoming INFORMATION CONCIERGES. When you become a resource for information then you become someone important to know. There are a lot of pieces of info that your team can become the go to source for: