SlideShare a Scribd company logo
Why Your Social
Networking is Not
    Working
          Presented by
          Lisa Trosien
Disclaimer!
• A third party was hired to
  research the properties and
  companies shown in this
  presentation.
Disclaimer!
• No property’s or company’s
  identity will be obscured, covered,
  hidden, changed or altered.
• You put it out there…it’s
  public…so it might be up here.
College students spend more time on
  the Internet than any other media
         33% spend more than
         10 hours a week online
 19.6% spend more than 20 hours
              a week online
So why is our industry’s social media
      interaction so weak??
–50.6% surf the web while
 watching TV.

–43.5% are online while listening
 to terrestrial/satellite radio.

–Instant messaging is the most
 popular online activity with both
 male (62.3%) and female (57.2%)
 college students.
Start by
listening
Social media can't succeed without a
 genuine focus on your customers.

  Social media is about listening,
 engaging, and responding to your
  customers. If you are not truly
focused on your customer, you will
      not succeed -- period.
              -imediaconnection.com
Social Media
 Integration
Management Company Site
Important Tip:
Always have your
exterior links open in
a separate browser
window!
Does this page
 violate TOS?
Takeaways:
 •Use integration

 •Make sure integrated site is live

 •Open integrated site in separate
 browser window

 •Create strong integrated content
Is there a class divide online?
Research suggests yes.
People in more affluent demographics are
25 percent more likely to be found
friending on Facebook, while the less
affluent are 37 percent more likely to
connect on MySpace.
400+ million users
         2nd most trafficked site
         1st most trafficked social
       site
         50%+ outside of college




                                   Average user: 55 minutes a
                                   day


MultihousingWorld September 2008
“Online Communities”                                 22
Source: http://www.facebook.com
MySpace users tend to be "in
middle-class, blue-collar
neighborhoods,“
       Mike Mancini, Vice President, Data Product Management, Nielsen
Takeaways:
 •Don’t simply ‘broadcast’

 •Fan pages that are of interest to
 your residents

 •Work it…don’t let it just sit there

 •Don’t violate TOS
Takeaways:
•Don’t simply ‘broadcast’

•Build your follower base with
relevant follows

•Work it…don’t let it just sit there

•Send out high value Tweets

•Customize your background
Blogging
Blogging drives traffic
Place
Properties Blog
Syndicated to
their property
pages

RSS feed to
their Facebook
pages
Takeaways:
 •Make your content engaging

 •Allow comments

 •Hire students to blog for you

 •Remember, blogging helps SEO
Responding to the
   Rating Sites
Please, don’t write your
      own reviews
Takeaways:
 •Read your reviews

 •Don’t take it personally

 •Respond professionally

 •Set up your accounts

 •Ask for the review
Takeaways:
 •Set up your account

 •Set up ‘albums’ of events and
 more

 •Tags are very important

 •Use your photos and videos!
Final thoughts
Top Sites by
                      Gender
• Men
  1. Facebook
  2. ESPN
  3. YouTube
  4. Google
  5. Collegehumor
  6. Yahoo
  7. Weather
  8. Break
  9. Digg
  10. Wikipedia
Top Sites by
  Gender
Women
1. Facebook
2. YouTube
3. Google
4. Perez Hilton
5. CNN
6. MySpace
7. Yahoo
8. School’s site
9. AOL
10. PostSecret
Virtually
Untapped Social
    Market
• Website: www.ApartmentExpert.com
 Email: Lisa@ApartmentExpert.com
 Twitter: @LisaTrosien
 Linkedin.com/LisaTrosien
 Blog:ApartmentMarketingBlog.com

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Why Your Social Networking is Not Working

  • 1. Why Your Social Networking is Not Working Presented by Lisa Trosien
  • 2. Disclaimer! • A third party was hired to research the properties and companies shown in this presentation.
  • 3. Disclaimer! • No property’s or company’s identity will be obscured, covered, hidden, changed or altered. • You put it out there…it’s public…so it might be up here.
  • 4. College students spend more time on the Internet than any other media 33% spend more than 10 hours a week online 19.6% spend more than 20 hours a week online So why is our industry’s social media interaction so weak??
  • 5. –50.6% surf the web while watching TV. –43.5% are online while listening to terrestrial/satellite radio. –Instant messaging is the most popular online activity with both male (62.3%) and female (57.2%) college students.
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  • 10. Social media can't succeed without a genuine focus on your customers. Social media is about listening, engaging, and responding to your customers. If you are not truly focused on your customer, you will not succeed -- period. -imediaconnection.com
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  • 17. Important Tip: Always have your exterior links open in a separate browser window!
  • 18. Does this page violate TOS?
  • 19. Takeaways: •Use integration •Make sure integrated site is live •Open integrated site in separate browser window •Create strong integrated content
  • 20. Is there a class divide online? Research suggests yes.
  • 21. People in more affluent demographics are 25 percent more likely to be found friending on Facebook, while the less affluent are 37 percent more likely to connect on MySpace.
  • 22. 400+ million users 2nd most trafficked site 1st most trafficked social site 50%+ outside of college Average user: 55 minutes a day MultihousingWorld September 2008 “Online Communities” 22 Source: http://www.facebook.com
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  • 29. MySpace users tend to be "in middle-class, blue-collar neighborhoods,“ Mike Mancini, Vice President, Data Product Management, Nielsen
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  • 35. Takeaways: •Don’t simply ‘broadcast’ •Fan pages that are of interest to your residents •Work it…don’t let it just sit there •Don’t violate TOS
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  • 44. Takeaways: •Don’t simply ‘broadcast’ •Build your follower base with relevant follows •Work it…don’t let it just sit there •Send out high value Tweets •Customize your background
  • 47. Place Properties Blog Syndicated to their property pages RSS feed to their Facebook pages
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  • 50. Takeaways: •Make your content engaging •Allow comments •Hire students to blog for you •Remember, blogging helps SEO
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  • 53. Responding to the Rating Sites
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  • 55. Please, don’t write your own reviews
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  • 61. Takeaways: •Read your reviews •Don’t take it personally •Respond professionally •Set up your accounts •Ask for the review
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  • 65. Takeaways: •Set up your account •Set up ‘albums’ of events and more •Tags are very important •Use your photos and videos!
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  • 68. Top Sites by Gender • Men 1. Facebook 2. ESPN 3. YouTube 4. Google 5. Collegehumor 6. Yahoo 7. Weather 8. Break 9. Digg 10. Wikipedia
  • 69. Top Sites by Gender Women 1. Facebook 2. YouTube 3. Google 4. Perez Hilton 5. CNN 6. MySpace 7. Yahoo 8. School’s site 9. AOL 10. PostSecret
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  • 72. • Website: www.ApartmentExpert.com Email: Lisa@ApartmentExpert.com Twitter: @LisaTrosien Linkedin.com/LisaTrosien Blog:ApartmentMarketingBlog.com