Marketing to the Masses with Social Media
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Originally presented to the Apartment Association of Greater Orlando by Greg Starr of Property Centric and Mike Whaling of 30 Lines on April 15, 2009.
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Marketing to the Masses with Social Media
- 1. Marketing to the Masses with Social Media
- 2. Text “follow gregstarr” to 40404
- 3. Text “follow 30lines” to 40404
- 4. Download the slides at SlideShare.net/30lines
- 5. >> Why bother? >> What apartment companies are doing >> What others are doing >> What you can do
- 6. “The power of the consumer’s voice has never been stronger... It’s impacted consumer behavior and how companies operate.” >> David Daniels, VP & Research Director, Jupiter Research
- 7. The Internet is booming... MyNewPlace estimates over 70% of apartment searches now begin online.
- 8. ... Yet, your website is less important. 53% of online users consume content outside traditional corporate websites.
- 9. Internet searchers are impatient. Less than 10% of searchers read beyond the first three pages of results.
- 10. Social media impacts your reputation. One-third of all Internet users post opinions. 36% think more positively about a company that maintains a blog.
- 11. Social media? Web 2.0? Kid stuff, right?
- 14. “Social media” is people having conversations online.
- 15. ...But it’s about more than a conversation.
- 16. The best thing to happen to your organization.
- 17. >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers. >> It gives your customers a direct connection to each other.
- 18. Those conversations are powered by... • Social networks • Widgets • Blogs • Social bookmarks • Online chat • Message boards • Podcasts • Photo sharing • RSS • Video sharing • Microblogs • Wikis
- 19. Where does it fit? >> Marketing >> Branding >> Customer service >> Resident retention >> Internal communications and training
- 22. Residents can search for local info, community events or merchants by keyword Merchant directory represents 95% of local searches Integrates directly into property’s resident portal
- 23. Mark-Taylor Results • Website traffic: 55K -140K searches per month in Phoenix metro area • Traffic rank: 518K to 145K in 6 weeks (Alexa.com) • Organic ranking in search engines • SEO expenditure savings: $4,500+ monthly
- 24. Vi
- 26. Goals • Reduce spending on paid listings. • Build sense of community and exclusivity. • Sell a lifestyle and experience.
- 27. Nobody cares about your apartments.
- 28. Only using online classifieds
- 29. MySpace
- 30. Facebook profile
- 31. Facebook page
- 33. Community blog
- 35. Give ‘em something to talk about.
- 41. Ask for the review
- 42. Internal Resources >> 2 employees spend 1 - 3 hours per day >> 4 - 6 compensated resident bloggers
- 43. Results • Website traffic up over 65%. • Blog traffic up over 4,300%. • Participation in Urbane Lobby tripled.
- 44. Urbane Results • No paid advertising in past six months. • Nearly 100% increase in lease conversion. • Rents consistently higher per square foot than local competition. • Brand awareness drives referrals and resident retention.
- 46. Change the way you think about the entire customer experience.
- 52. Change the way you think about customer service.
- 53. So what can you do?
- 54. “80% of success is showing up.”
- 55. NOT ANY MORE
- 56. Stop shouting.... Start listening.
- 57. Sites to try this week: >> Google Alerts >> Technorati >> TweetBeep >> Google Reader
- 58. Find your audience. Find ways to connect.
- 59. Find ways to complement your current efforts.
- 60. Sites to try: >> Facebook Pages >> Twitter >> Ning >> WordPress >> Local blogs
- 61. ...More sites to try: >> Apartment Ratings >> Yelp >> RentWiki >> Flickr >> Vimeo
- 62. How does it all fit together?
- 63. 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.
- 64. A slow drip...
- 65. 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
- 66. Industry sites and resources: >> Multifamily Insiders >> Resident 2.0 >> LinkedIn groups >> Twitter contacts
- 67. Multifamily influencers: (and their Twitter names) >> Eric Brown: @Eric_Urbane >> Lisa Trosien: @ltrosien >> CharityHisle: @CharityHisle >> Heather Blume: @artchickhb >> Brent Williams: @brentwilliams2 >> Eric Wu: @RentWiki >> Resident 2.0: @resident20
- 68. Keep learning: >> Groundswell >> Cluetrain Manifesto >> Tribes >> SocialMediaToday.com >> MarketingProfs.com
- 69. Build your brand to new heights.