"An Apartment Firm’s Web Presence - How Customers Respond" - Red Door Marketing and Simpson Housing
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Internet advertising experts will provide a thorough breakdown of the elements of a company’s internet presence from corporate site to landing pages to emails and provide insights into how consumers view the entire customer experience. The purpose of this session is to help attendees understand how consumers see their property presence and respond to what is offered at each step of the way. The presenters will be providing tens of thousands of dollars of free consulting insights to the lucky firm that agrees to be analyzed, and to all attendees in general. Presenters: Scott Esmond, Director of Business Development, Red Door Interactive Tony Felice, Senior Strategist, Red Door Interactive
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"An Apartment Firm’s Web Presence - How Customers Respond" - Red Door Marketing and Simpson Housing
- 1. An Apartment Firm’s Web Presence - How Customers Respond Anna Shea, National Marketing Manager Simpson Property Group Scott Esmond, Director of Business Development Tony Felice, Senior Web Developer Red Door Interactive
- 2. Session Summary Simpson Property Group Who is Red Door? What is Internet Presence Management? The Online Customer Relationship Lifecycle Simpson Property Group Customer Experience Fundamentals Findings Recommendations Questions and Answers
- 3. Simpson Property Group Overview Business goals Simplify the path to the community information Minimize clicks Communicate Branding goals Clean, Consistent, Supportive, Reinforced User goals Access to actionable information Key Performance Indicators Cost Per Lease Site Analytics
- 4. Who Is Red Door Interactive? We help companies succeed online Some of our clients include Overstock.com Cricket Communications Souplantation Restaurants Cox Communications We are an Internet Presence Management Agency
- 5. What‟s an Internet Presence? Websites Research & Reviews Branded Video Microsites Blogs Social Networks Forums Microblogging Podcasts Email RSS Feeds IPM Widgets/Applications Console Gaming Mobile Messaging Online Gaming Mobile Web Interactive TV Location Based Digital Out of Services (GPS) Home Bluetooth Paid Natural Display Search Search
- 6. What is Internet Presence Management? A holistic framework to crafting your Web strategy Unifying and controlling the entire web presence of an organization or company Goals Increasing a company‟s operational efficiency online Drive and Optimize traffic Measurement Monitor, Analyze, Report, Optimize Methods ACRE – Acquire, Convert, Retain, Extend
- 7. Online Customer Relationship Lifecycle ACRE Methodology Acquire Convert Retain Extend Acquire Convert Retain Extend
- 8. Acquire: Tactics Search marketing Blogs Email marketing Social media Display advertising Word of mouth/Viral marketing Offline promotions Ratings and reviews Acquire Convert Retain Extend
- 9. Convert: Tactics Landing pages Usability Funnels Eyetracking Navigation Clickstream Site search Behavioral targeting Shopping carts Pricing optimization Content Vocabulary optimization A/B & Multivariate Localization Acquire Convert Retain Extend
- 10. Retain: Tactics Email Consumer generated reviews RSS Loyalty / Rewards CRM Reputation Mgmt. Customer Lifecycle Programs Satisfaction / Survey Social Currency Acquire Convert Retain Extend
- 11. Extend: Tactics Upselling and Suggestion Introduce new products and services Understand your audience to make educated suggestions Profit Maximization Identifying your Acquisition Cost Threshold Organizing and unifying your Intellectual Property Integrating affiliates Leveraging partners Acquire Convert Retain Extend
- 12. Simpson Property Group CUSTOMER EXPERIENCE
- 13. Acquire Convert Retain Extend AUDIENCE SEGMENTATION
- 14. Acquire: Audience Segmentation Understanding your audience is the key to success online – both for the audience you have and the audience you want to reach. Define Demographics Understand your customers regardless of lifecycle link Create Personas Guide design decisions Reflect online behavior, expectations, preferences Include demographic, psychographic, behavioral and geographic attributes Perform task-based segmentation link Reflect how people think about getting things done Engage the best participants to help you shape your presence Convert Retain Extend Acquire
- 15. Acquire: Audience Segmentation Define personas to better understand various audience segments. This can help drive your design decisions when developing, maintaining and improving your internet presence. Convert Retain Extend Acquire
- 16. Acquire: Audience Segmentation Findings Majority of available demographic data is compiled post- conversion Some communities are beginning to define a target demographic as “professional, driven, and extremely tech-savvy” Recommendations Continue to identify target demographics per community, and use this intelligence to refine the user experience within those communities online Proactively define the audience segments Convert Retain Extend Acquire
- 17. Acquire Convert Retain Extend VISIBILITY AND TRAFFIC
- 18. Acquire: Visibility and Traffic Visibility is critical to creating and maintaining traffic. Oftentimes people believe that because information is so accessible, that people will find your site. This is not true, and you must actively pursue visibility. Search Marketing – Search is the #1 activity online SEO/SEM Directories – ILS Local Search Google, Yahoo! Local Social Citysearch, yelp, rentwiki, MyNewPlace Convert Retain Extend Acquire
- 19. Acquire: Visibility and Traffic Search Results: Where does your site sit in the „digital shelf space‟?
- 20. Acquire: Visibility and Traffic Findings SEO - Effective Brand Keywords, Niche Keyword underperformance, Organic pickup only SEM – Not Participating ILS – Traditional are heavily leveraged Local Search – Significant opportunity Local Social – Significant opportunity Recommendations Get aggressive with SEO/SEM, emergent Local Social and continue to support the ILS with high ROI Get aggressive with Local Search SEO Convert Retain Extend Acquire
- 21. Acquire Convert Retain Extend GROWTH OF SOCIAL MEDIA
- 22. Acquire: Growth of Social Media Social Media allows you to protect and extend brand integrity. Social Media is very important to your target market, and your competitors know it. According to Nielsen, Social Media now accounts for 10% of all time spent on the internet, and is the fourth most popular activity, ahead of email. link Convert Retain Extend Acquire
- 23. Acquire: Growth of Social Media 16,403? This has grown 33% in 10 days.
- 24. Acquire: Growth of Social Media On Twitter, the term „apartment‟ is mentioned very frequently and consistently, and is compared here to mentions of Ashton Kutcher‟s username, during the week he became the first user to gain 1M followers.
- 25. Acquire: Growth of Social Media Findings Monitoring, but not actively participating in Social Involvement varies across communities Recommendations Adopt a strategy that favors signal over noise, making efficient use of time Engage, starting with mainstream networks Track and report on Social activity Radian6 link Andiamo link Convert Retain Extend Acquire
- 26. Acquire Convert Retain Extend EMBRACING NEW TECHNOLOGIES
- 27. Acquire: Embracing New Technologies Your target market wants to adopt these new technologies, and you should support them. Mobile access to classified advertising is a key growth area, according to a recent report from Openwave link Points of Interest (POI files) Identifies and maintains geolocation of all your physical properties Downloadable to car GPS Aggregated online link The Apartment Guide iPhone app is currently ranked 18th in free utilities, according to mobclix link Convert Retain Extend Acquire
- 28. Acquire: Embracing New Technologies Fastest-Growing Categories for Daily Mobile Web Access* Daily Unique Users Daily Unique Users % Change Jan-08 Jan-09 Accessed News and Information (any) 10,821 22,369 107 Accessed social networking site or blog 1,761 9,278 427 Traded stocks or accessed financial account 1,135 3,274 188 Accessed movie information 1,077 3,072 185 Accessed business directories 939 2,447 161 Accessed entertainment news 2,104 5,470 160 *For categories of usage with monthly audiences above 15 million Three-month Average Ending January 2008 and January 2009 U.S. Mobile Phone Users comScore, Inc. http://www.comscore.com/press/release.asp?press=2752 Convert Retain Extend Acquire
- 29. Acquire: Embracing New Technologies Findings Online offerings not suited for mobile devices Mobile sites in development POI files not offered Recommendations Begin with mobile support for the current leaders Provide failover text-only alternate versions of sites Compile POI files for your properties and make them available on site and at POI aggregators Convert Retain Extend Acquire
- 30. Acquire Convert Retain Extend UNDERSTANDING USABILITY
- 31. Convert: Understanding Usability Usability is important because it is the extension of your brand, customers will equate the quality of your site to the quality of your offerings. Best Practices Homepage Layout Navigation Headings, Titles, Labels, Links Content and web copywriting 508 compliance and accessibility link Convert Retain Extend Acquire
- 32. Convert: Understanding Usability Convert Retain Extend Acquire
- 33. Convert: Understanding Usability These are links to other subsections of this site Convert Retain Extend Acquire
- 34. Convert: Understanding Usability You are here. Convert Retain Extend Acquire
- 35. Convert: Understanding Usability Over 90% of the inbound traffic starts on the homepage Convert Retain Extend Acquire
- 36. Convert: Understanding Usability Findings Navigational challenges Off-site links are presented in the same context as In-site links Some elements lack consistency in content, brand and style Recommendations Provide structural and positional feedback Differentiate links to off-site content and PDF‟s Work toward unification of content, brand and style Convert Retain Extend Acquire
- 37. Acquire Convert Retain Extend DIGITAL BRAND EXPERIENCE
- 38. Convert: Digital Brand Experience The importance of branding has not changed much with the web, but it‟s ability to degrade has. Brand is still your first impression. Use clearly identified calls-to-action Convey a consistent, top-shelf message Maintain a Brand Book, and enforce Brand Guidelines Extend the brand into the experience Virtual Tours Community blogs and social networks Online Reviews Convert Retain Extend Acquire
- 39. Convert: Digital Brand Experience
- 40. Convert: Digital Brand Experience Findings Each community has a unique URL, and moving toward branding individual communities online Various generations of the brand evolution are still available via clickstream Recommendations Identify brand gaps and seal Centralize brand resources for companywide access Centralize web code structures for easy evolution Convert Retain Extend Acquire
- 41. Acquire Convert Retain Extend EFFECTIVE CRM
- 42. Retain: Effective CRM Effective CRM will make the customer feel as though they are at the Ritz. CRM is a way of doing business. Begins when the customer first identifies your brand, but we have to identify the customer. Garbage In, Garbage Out Use multiple touchpoints to identify Inline chat – LivePerson, ClickAndChat Incentivize self-identification and registration Empower the customer with various ways to interact with your brand Tools: SalesForce, GoldMine, SugarCRM, Intuit MRI Convert Retain Extend Acquire
- 43. Retain: Effective CRM Findings MRI Residential implemented consistently company-wide Online leasing deployed nationwide Self-identification not incentivized Difficulty locating an online contact method Recommendations Implement and incentivize multi-channel self-identification Utilize campaign specific URLs to identify lead sources Convert Retain Extend Acquire
- 44. Acquire Convert Retain Extend EMAIL MARKETING
- 45. Retain: Email Marketing Email marketing is a low cost, high ROI channel: fast, cost- effective and measurable. In a down economy, marketers can expect e-mail to outperform search High ROI A 2008 Direct Marketers Association study found a $45.06 ROI for every dollar spent on email campaigns 75 percent of marketers state that email marketing is a good investment in a downturn economy according to the Marketing Sherpa Benchmark 2009. A 2008 Shop.org study found that email has the second lowest cost-per-order (CPO) of any online marketing method. The email marketing CPO of $6.85 beat paid search, which yielded a $19.33 CPO. Convert Retain Extend Acquire
- 46. Retain: Email Marketing Findings Varying, community-level experimentation in the past Inconsistent autoresponse emails Recommendations Work with a seasoned provider to design an email marketing strategy Establish best practices to enable communities to manage email marketing Provide branded autoresponse emails Convert Retain Extend Acquire
- 47. Acquire Convert Retain Extend ANALYTICS AND KPI
- 48. Measuring Results: Analytics Mastery of analytics will truly set your online marketing apart from traditional, with the ability to track, measure and report on every nuance of the customer lifecycle Incorporate Funnels / Goals / Campaigns link Customer Value Cost per Click Indentify trends and gaps Enable more effective and efficient Ad Spend
- 49. Measuring Results: Analytics Findings Analytics are fully installed at a property level Goals and Funnels are not yet configured Analytics are not fully utilized Recommendations Identify key landing pages Use business rules and landing pages to define Funnels and Goals
- 50. Key Performance Indicators (KPI) Primary Regional cost per lead Cost per lead by medium Cost per lead by source Regional cost per conversion Cost per conversion by medium Cost per conversion by source
- 51. Key Performance Indicators (KPI) Micro Conversions Referred traffic from online paid sources to properties Number of regional properties viewed per session Pages viewed by property – Available properties, virtual tour, floor plan, community features, image gallery Number of online leads by property Number of completed online leases by property
- 52. Red Door Interactive and Simpson Property Group SUMMARY Understand the audience Unify the experience Flood visibility channels Convert users online Track, analyze and report Optimize your Internet Presence
- 53. Red Door Interactive and Simpson Property Group QUESTIONS AND ANSWERS
- 54. Appendix: Tools and Resources Fundamentals Understanding Analytics Usability Best Practices Emergent Technology Mobile Usage Statistics POI Factory Social Media Social Metrics tools on Mashable Growth Rates and Top 20 Social Media sites Using Social Media to Market Apartments Twitter metrics for the term „apartment‟ Interview with Eric Brown