The document discusses strategies for social media engagement by apartment marketers. It recommends identifying existing and potential tenants on social media and targeting them with content. Key platforms discussed include Facebook, Twitter, Foursquare, and the upcoming Plancast. Metrics like followers, comments, and check-ins are recommended for measuring engagement. The document also suggests using social data for more precise targeting of ads and content to consumers.

1. AIM 2010 Social Media Engagement for Apartment Marketers Vivek Sodera Co-Founder / Business Development Rapleaf vivek@rapleaf.com / @vsodera

3. Social Media Landscape

4. Social Media Trends

5. Email-to-Social

6. Facebook

7. Twitter

8. Foursquare

9. Plancast

10. Additional Platforms

11. Summary

12. Something Extra…

13. Contactvivek@rapleaf.com / @vsodera 2 10/13/2009

15. 400+ million consumers

16. 60+ billion friend connectionsvivek@rapleaf.com / @vsodera 3 10/13/2009

17. Rapleaf | About Rapleaf Universe Who – demographics Where – footprint online What – affinities, interests With Whom – friend connections Rapleaf Process vivek@rapleaf.com / @vsodera 4 4

18. Social Media Landscape Demographics Usage – 80/20 Rule vivek@rapleaf.com / @vsodera 5

19. Social Media Landscape Early vs. Recent Adopters vivek@rapleaf.com / @vsodera 6

20. Social Media Trends Trends -Facebook is new webpage -Socialized commerce -FB Connect  massive ad network (100MM) -Content distribution timescale: Past (Asynchronous) Present (Realtime) Future (Intent) Blog/Reviews Twitter/Foursquare Plancast -Social broadcasting is on the rise vivek@rapleaf.com / @vsodera 7

22. Ping potential ambassadors or influencers with special offers & incentives

23. Ping groups of friends-Ping folks that change location (via LinkedIn, etc) Case Study: Cosmetics Company -Company wanted to expand FB fan base -We identified which customers were on FB -Company sent targeted email to FB customer base to fan on FB fan page -Company fanbase grew 10,000% in weeks >50% on Facebook vivek@rapleaf.com / @vsodera 8

24. Email-to-Social: Identify Influencers Social Influencers Can Broadcast Your Message Influencers – Targets for word-of-mouth marketing campaigns Friend counts of customers Case Study: CPG -CPG interested in leveraging 'mommy bloggers' for brand equity purposes -Un-anonymized customer set (4M) -Identified socially influential 'soccer moms' -CPG reached out to influencers & had them participate in blog/Twitter campaign vivek@rapleaf.com / @vsodera 9

26. Engagement Ads

27. Facebook Ads

28. Recent Facebook Changesvivek@rapleaf.com / @vsodera 10

29. Facebook – Measure Social Media Sabermetrics -Identify your business goals -Set your Key Social Performance Indicators (KSPIs) -Develop low-investment programs that should drive KSPIs -Optimize tactics based on performance of KSPIs Standard KSPIs -Subscribers (email, RSS, or notifications) -Content consumption -Socially-indexed conversations -UGC (photos/videos/wall posts added by fans) -Pageviews -Number of fans -Number of comments/likes -Time engaged with the site -Total unique visitors vivek@rapleaf.com / @vsodera 11 *credit: Ian Schafer & Tyler Willis

30. Facebook – Sexy Apartment Listings Craigslist Website Twitter Search Landing Page Email Youtube Yelp 3rd Party Listing Sites vivek@rapleaf.com / @vsodera 12

31. Facebook – Make Your Fanpage Sexy Involver: vivek@rapleaf.com / @vsodera 13

32. Facebook – The New Webpage Great Examples: Traffic Email address capture form (leads) vivek@rapleaf.com / @vsodera 14

33. Facebook – Be Social Yet Professional Social Media is One Big Cocktail Party Be Professional Embrace the Community -Make it aesthetically pleasing (Involver) -Ask questions/get feedback (Brandglue) Online Offline vivek@rapleaf.com / @vsodera 15

36. Call your fans to action (ask for comments) –Not Great: Better: “Units available here: [link]" “How important is the community environment when selecting an apartment to rent? (BTW, we've got special discounts ` on the following units: [link])" vivek@rapleaf.com / @vsodera 16

37. Twitter – Setting Up Your Page Twitter Page -Don’t tweet crap…learn from Shaq -Tweet open listings and vacancies -Alert tenants of apartment updates -Engage influencers & potential ambassadors -Beautify your Twitter page & provide contact info - Twitter Search Basic Monitoring Advanced Monitoring -TweetDeck, Hootsuite, etc. -Track/monitor your company’s mentions + competitor’s -Stream tweets from apt hunters -Radian6, Visible Technologies, etc. -Advanced analytics in monitoring your company + competitors -Sentiment analysis vivek@rapleaf.com / @vsodera 17

39. Learn from U-Haul: Monitor your company for negative sentiment and reach out to Twitterers ASAP

40. Track: Periodically measure aggregate sentiment and aim to continually increase in positivityvivek@rapleaf.com / @vsodera 18

41. Foursquare This Year’s Twitter -Users check-in their location & broadcast to friends -Combines the buzz of geo + realtime -Users incentivized by points, badges, & mayor offers Distributed Marketing -Tenants check-in and broadcast to friends that they’re currently at their apt (friends likely to stop by and be exposed to apartment surroundings) -Encourage tenants to check in Mayorship -Engage and embrace loyal tenants -Offer incentives to Mayor of apt (5% off rent or reserved parking spot) vivek@rapleaf.com / @vsodera

43. Add unique tips and to-dos for local restaurants, retailers and other venues.

44. Offer a reserved parking spot to the “Mayor” of your community.

45. Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.

47. Get out in the neighborhood and help more businesses create their own Foursquare deals.

48. Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.

49. Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.

50. Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”vivek@rapleaf.com / @vsodera 20 *credit: Mike Whaling/30lines

52. Moving In  Comcast, Bed Bath & Beyond coupons

53. Pool party / BBQ  Conditional sponsorship of food/drinks

54. Local events  Email, tweet, or message tenantsvivek@rapleaf.com / @vsodera 21

55. Additional Platforms Yelp -Monitor reviews for current and existing tenants and outreach -Pro-actively upload images and content Augmented Reality -Minority Report like technology -UDR gets it Slideshare -can upload 1-2 page sales material on apartment listings -can capture leads thru embedded lead collection form: http://www.slideshare.net/business Myspace/Hi5/Bebo/Friendster/etc. -niche targeting: middle America, Latinos, African Americans, etc. vivek@rapleaf.com / @vsodera 22

56. Summary - Strategies vivek@rapleaf.com / @vsodera 23

58. Presence of children

59. Home Ownership

60. Purchase Behavior

61. Lifestyles

63. Extending reach

65. Serve display media to only people you want

67. Interests and brand affinities

68. Occupation

69. Education

70. Locationvivek@rapleaf.com / @vsodera 24

71. Target Ads Based on Social Data Target: -existing fans/followers -friends of current fans/followers -existing & prospective tenants -friends of tenants -fans/followers of competitors -custom & built out segments YOUR AD HERE YOUR AD HERE vivek@rapleaf.com / @vsodera 25

72. Questions? Contact: Vivek Sodera vivek@rapleaf.com Twitter: @vsodera 510.919.6221 vivek@rapleaf.com / @vsodera 26