Melinda emerson using social media_in_housing_6-18-10.vfinal


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  • Milestone Management is one of the country's largest, privately owned residential property management firms, providing management services to approximately 140 multi-family properties and 1100 employees throughout the U.S. This represents more than 40,000 apartment homes, of which approximately one third are owned by unrelated parties and operated by the Milestone Management team . They operate in TX, FL, DC, MD, NJ, AZ, UT, CO, NV, GA and TN Manage one third of those properties and the rest are owned and operated by Milestone. Video contest Youtube channel video contest about 60 day content Why did you choose milestone? Two posts a day on Craig’s List from one of their properties. Monthly interactive webinar training on facebook, craigslist, create internet brochures, --hundreds of sites a day for less than $10 a day Aggregator sites: classified listing sites,,,,,,,,, Leverage content to affiliate sites for free. Bingo via facebook page 6 people staff: Brandywine, TN
  • Ex: Use your logo, Your niche theme or a brand @smallbizlady Ex: E-cards, video/audio clips, contests. Use Facebook to invite people to events
  • Melinda emerson using social media_in_housing_6-18-10.vfinal

    1. 2. Using Social Media in Housing <ul><li>This presentation will help you: </li></ul><ul><li>Understand Social Media Basics </li></ul><ul><li>Build Community Using Social Media </li></ul><ul><li>Industry Best Practices </li></ul><ul><li>Potential Pitfalls </li></ul><ul><li>Build an Action Plan </li></ul><ul><li> </li></ul>
    2. 3. Using Social Media in Housing
    3. 4. Using Social Media in Housing <ul><li>Social Media is Changing the World </li></ul><ul><li>The Customer is Driving the Conversation </li></ul><ul><li>Deepening Relationships </li></ul><ul><li>Facilitating Collaboration </li></ul><ul><li>Improving Infrastructure </li></ul><ul><li>Increasing Brand/Cause Awareness </li></ul><ul><li> </li></ul>
    4. 5. Social Media Myths Do people make money on Twitter? I have a LinkedIn profile, but no one ever contacts me. Isn’t social media just for the 20 somethings? I want to start blogging, but what should I write about?
    5. 6. Using Social Media in Housing <ul><li>Nearly 1 in 5 adults say they visit blogs, communities or social networks daily </li></ul><ul><li>Facebook is the No. 1 global social networking site </li></ul><ul><li>Twitter is the fastest-growing Web brand </li></ul><ul><li>LinkedIn is currently reaching 60 million users in the US and 79.6 million globally  </li></ul><ul><ul><li>57% are men vs. 43% are women  </li></ul></ul><ul><ul><li>67% income 60K or higher </li></ul></ul><ul><ul><li>82% have a college degree </li></ul></ul><ul><li> </li></ul>
    6. 7. Using Social Media in Housing <ul><li>Seniors Feel Very Comfortable Online </li></ul><ul><li>According to AARP study: </li></ul><ul><li>27% of people 50+ use the internet </li></ul><ul><li>Facebook is most popular as are LinkedIn & Twitter </li></ul><ul><li>57% use a desktop computer </li></ul><ul><li>26% use a laptop </li></ul><ul><li>70% were told about social media by a child or grandchild </li></ul><ul><li> </li></ul>
    7. 8. Social Media Myths **READ ALOUD** “ Social Media is not like other marketing practices. It’s not a one-way street. You must listen first and add value to the conversation”
    8. 9. Using Social Media in Housing Social Media Triple ROI
    9. 10. Using Social Media in Housing   So, What’s the Secret to Social Media? Listen, Connect, Share, Engage !
    10. 11. <ul><li>Taking the First Steps </li></ul><ul><li>Where do you need to get started hanging out online? </li></ul>Using Social Media in Housing
    11. 12. Using Social Media in Housing Resident Engagement Exclusive Brand Community Blog Specialized Social Network Urbane Apartments Royal Oaks, MI 300 units
    12. 13. Using Social Media in Housing Attraction Strategy Craig’s List Twitter LinkedIn Facebook Bingo Milestone Management Dallas, TX 140 properties / 40K units
    13. 14. Using Social Media in Housing Training Resources How to articles 30 Million Readership Taking the lead Pilot program in TX & FL for volunteers
    14. 15. Using Social Media in Housing ** READ ALOUD** Effective Social Media is a Marathon Not a Sprint. You Must Dedicate Resources to be Effective with Social Media!
    15. 16. What Do You Need to Build a Social Media Brand? <ul><li>Know Your Niche Customer </li></ul><ul><li>Know Your Keywords </li></ul><ul><li>Professional Website </li></ul><ul><li>Strategy </li></ul><ul><li>Action Plan </li></ul>Using Social Media in Housing
    16. 17. How Do You Build It? Brand Your Profile — Make it clear it is a company profile Develop Unique Content — Blogs, videos and/or photos of your community events  Develop Interactive Content — Encourage your audience to engage with your brand & invite your community to create content Using Social Media in Housing
    17. 18. Using Social Media in Housing <ul><li>Who’s Your Audience? </li></ul><ul><li>The clearer the niche the better </li></ul><ul><li>What is the size of your market? </li></ul><ul><li>How does your market spend time online? </li></ul><ul><li>What are the trends of your audience? </li></ul><ul><li>Poll your potential audience </li></ul><ul><li> </li></ul>
    18. 19. Using Social Media in Housing Keywords: The words your potential customers use when searching for your product or service online. How do you find keywords? Use your industry knowledge Talk to customers Search competitor websites
    19. 20. Using Social Media in Housing <ul><li>Keyword Research Tools: </li></ul><ul><li>Google Keyword Suggestion Tool </li></ul><ul><li>WordTracker </li></ul><ul><li>Keyword Discovery </li></ul><ul><li>Overture </li></ul><ul><li> </li></ul>
    20. 21. Using Social Media in Housing <ul><li>The Give to Get Principle </li></ul><ul><li>Use 4:1 Ratio </li></ul><ul><li>Use Software to Manage Your Real-time Content </li></ul><ul><li> </li></ul>
    21. 22. Using Social Media in Housing <ul><li>What is a Blog ? </li></ul><ul><li>An online journal written by one person or a team of people focused on a particular area of interest.   </li></ul><ul><li>Why Blog? </li></ul><ul><li>Demonstrate expertise or mission </li></ul><ul><li>Keep your website updated </li></ul><ul><li>Communicate directly with your audience </li></ul><ul><li> </li></ul>
    22. 23. Using Social Media in Housing <ul><li>  </li></ul><ul><li>Successful blogs have 3 key things : </li></ul><ul><li>Well-written </li></ul><ul><li>Use a Conversational style </li></ul><ul><li>Updated 2-3 times a week </li></ul><ul><li> </li></ul>
    23. 24. Using Social Media in Housing <ul><li>Why do some social media campaigns fail? </li></ul><ul><li>No plan </li></ul><ul><li>Inconsistent activity </li></ul><ul><li>No niche customer </li></ul><ul><li>Lack of authenticity </li></ul><ul><li>Too overly promotional </li></ul><ul><li> </li></ul>
    24. 25. Using Social Media in Housing Making A Big Splash Online Create a Special Report : An informational report that you create on your own, to build &quot;buzz&quot; among your target audience. Create a Resource Group or Interactive Community: Facebook, Linkedin and Ning are all services for creating your own group Launch a Blog
    25. 26. Melinda’s Book Adams Media March 2010 Borders Barnes & Noble
    26. 27. Helpful Business Resources www. Connect on Linkedin @Smallbizlady on Twitter #SmallBizChat Wed 8-9p ET Like my Facebook fan page
    27. 28. Social Media Action Plan <ul><li>Develop 3, 6 & 12 month goals </li></ul><ul><li>Assign one person in the company to oversee the social media </li></ul><ul><li>Start researching where your customers spend time online </li></ul><ul><li>Build your company social profile on at least the top three sites </li></ul><ul><li>Start developing content at least three months before the blog launch </li></ul>
    28. 29. Using Social Media in Housing Your Current and Future Customers are Online Using Social Media. Every Business is Expected to Have a Social Media Presence. The Sooner You Start , the Sooner You Can Start Reaping the Rewards.
    29. 30. Contact Me Melinda Emerson Social Media Coach 610-352-0680 [email_address]