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Web Presence Optimization:Building Community & Reaching New Residents Online,[object Object],Presented by Justin Mink ,[object Object],ReachLocal MultiFamily,[object Object]
Three Conversations Online,[object Object],Renters are searching, surfing & socializing,[object Object],Social,[object Object],Prospect,[object Object],Prospect,[object Object],Search,[object Object],Surf,[object Object],Property,[object Object]
Consumers are online,[object Object],Searching,[object Object],16B,[object Object],87,[object Object],%,[object Object],of consumers searched for local business,[object Object],Monthly searches ,[object Object],Surfing,[object Object],2B,[object Object],38B,[object Object],Monthly Yahoo! pageviews ,[object Object],Daily YouTube video views,[object Object],60%Online ,[object Object],Socializing,[object Object],150,[object Object],55,[object Object],Daily active Facebook users,[object Object],Daily time spent by avg. user,[object Object],40%,[object Object],Offline ,[object Object],minutes,[object Object],million,[object Object],Reviewing,[object Object],Media Consumption,[object Object],(per week),[object Object],86,[object Object],90,[object Object],%,[object Object],%,[object Object],Consult reviews before buying,[object Object],Trust online reviews,[object Object],Sources: Forrester, Pew, Nielsen, HitWise, Borrell, Kudzu ,[object Object],3,[object Object]
You Have:,[object Object],a static website & one way to be found,[object Object],You Need: a fresh Web Presence & many ways to be found,[object Object],Your Sites,[object Object],Local Directories,[object Object],Social Media,[object Object],Content Sites,[object Object],More Quality Content Published in More Places = More Residents,[object Object]
How consumers find & engage you,[object Object],Content Sites,[object Object],Site & Blogs,[object Object],Reviews & Reco’s,[object Object],Directories,[object Object],Social,[object Object],Location-based Services,[object Object],Search ,[object Object],Engines,[object Object],Your,[object Object],Communities,[object Object],Deals,[object Object],Across your entire Web Presence, not just your website,[object Object],5,[object Object],How prospective renters are deciding where to rent!,[object Object]
How consumers buy now,[object Object],Learns more about your property,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],SMB,[object Object],Checks your reputation,[object Object],6,[object Object],Searches ,[object Object],for an apartment,[object Object],Hears from friends,[object Object],Checks for ,[object Object],deals & offers,[object Object],At each point you can engage and convert them into customers,[object Object]
You need a Web Presence strategy,[object Object],Buy Presence,[object Object],+,[object Object],Build Presence,[object Object],+,[object Object],Convert Customers,[object Object],SMB,[object Object],7,[object Object]
new local search results,[object Object],So consumers rely on Google for local search info,[object Object],Paid ads,[object Object],Map now top right and stays there – map pin now same as organic rank,[object Object],Now predicts a local query and displays all local business listings,[object Object],Reviews provide indicator of quality,[object Object],Much more info on each listing,[object Object],Place page link to Google’s detailed profile of the business,[object Object],PageRank™ algorithm updated to better help consumers find a local business,[object Object],8,[object Object]
new local search results ,[object Object],Changes to PageRank algorithm to improve quality of local listings ,[object Object],Inbound Links,[object Object],Social Pages,[object Object],Fans & Followers,[object Object],Google Place Page,[object Object],Site & Blog,[object Object],Reviews,[object Object],+,[object Object],+,[object Object],+,[object Object],+,[object Object],Social Bookmarks,[object Object],SOCIAL AUTHORITY,[object Object],REPUTATION,[object Object],CONTENT & LINKS,[object Object],Prominent Organic Rank,[object Object],=,[object Object],How soon until it impacts Quality Score for AdWords?,[object Object],9,[object Object]
Web Presence Optimization: Building Community & Reaching New Residents Online
11,[object Object],Web Presence strategy,[object Object],Buy,[object Object],Build,[object Object],+,[object Object],(Advertising),[object Object],(Content Marketing),[object Object],Search,[object Object],Google, Yahoo, Bing, AOL, Ask, Citysearch, Superpages, Local.com and many more…,[object Object],Surf,[object Object],Thousands of top news, entertainment and review sites,[object Object],Social,[object Object],Facebook and Twitter, the top social media networks,[object Object]
Web Presence BenefitsMore Content. More Places. More Customers.,[object Object],Search,[object Object],Discovery,[object Object],Social,[object Object],Discovery,[object Object],Reputation ,[object Object],Apartments in Dallas,[object Object],10 Tips for Moving,[object Object],Stone Bridge Apartment,[object Object],Stone Bridge Apartments,[object Object],Great Article – you need to check it out.,[object Object],Increase your online word-of-mouth through quality content that consumers share across the social web.,[object Object],Improve your reputation with more positive content on search engines and review sites when consumers search for your name.  ,[object Object],Increase your discoverability on search engines & local directories with fresh content on more sites.,[object Object]
In summary…,[object Object],Strategy for maximum discovery combines paid and organic search ,[object Object],KEY,[object Object],Takeaways,[object Object],Paid search ads are still the fastest way to drive quality traffic/leads, but you also need… ,[object Object],A fresh stream of quality content including reviews and social media marketing to improve organic rank and reputation,[object Object],This is an evolution beyond traditional SEO that we call Web Presence Optimization (WPO),[object Object],13,[object Object]

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Web Presence Optimization: Building Community & Reaching New Residents Online

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Notas do Editor

  1. Intro – What is the new web:Old (Web 1.0): The totality of your communities online existence = your property website(s)New (Web 2.0): multiple places to experience, engage with, verify others experiences, with your communities (Places/local listings, Facebook, Twitter, Flickr, Youtube, blogs, ApartmentRatings, etc. etc.), many of these places existing outside of your direct control (someone talking about their experience with you on their personal Facebook account, etc.)Old: Static website, never or rarely changing. Google was like the Library of Congress, a mass repository of anything historically documented on the web about any given subject/topicNew: Fresh, engaging, relevant content – brought on by publishing revolution (publishing friction/barriers lower, publishing increases - facebook, blogs, twitter) and Twitter launching the new focus on “real-time” search. Google’s algorithm now accounts for fresh content that is relevant and engaging (using “social signals” to measure relevance like positive review, fans, followers, etc.).Big Challenge: How does a business positively influence the discussion in all these different places, respond quickly to third-party negative content, and proactively manage and control online reputation….all the while continually pushing out new “stuff” that their community of interest finds interesting and engaging?
  2. Within this new “Web 2.0” environment, how do we frame prospective new residents online behavior. Within three core activities:Searching, Surfing & Socializing.Renters are searching online for places to live – you have the opportunity to “pull” them to you.Renters are surfing the web and browsing their favorite sites – you have the opportunity to “push” your messaging and awareness of your properties, in a very specific, targeted fashion.\\Renters are socializing, asking their social circle for suggestions on living options, reading reviews, and checking out your community.
  3. Brief review of information in slide
  4. Most businesseshave one static site (property and/or regional site), but your renters are finding you in many different places throughout the Web.We define these places as:Your Site(s):Your website, blog or profile page.Local Directories: Google Places, Map listings, Reviews,etc.Social Media:Facebook & TwitterContent Sites :YouTube, Flicker, etcThere are literally thousands of these sites…..
  5. Right now, everyone is talking about Facebook & Twitter (and for good reason), but (as you can see) there are many roads leading to your properties...objective is to pave those roads and make them super highways.Renters consult multiple online sources as they become aware of a community and then verify it’s desirability, before ultimatelychoosing where to tour.Of the 71 percent of apartment hunters already active with social media, obtaining supplemental information including recommendations, visuals and special offers topped the reasons they tap these websites during their apartment search. So now you know the theory, here’s how this dynamic might play out in practice….[next slide]
  6. Here’s an example of how this process might look. Story of “Joe”: http://justinmink.ca.st/53989/2011/01/26/the-story-of-joe-aka-how-apartment-renters-choose-where-to-live-in-2011.html
  7. Two primary, broad ways to implement a comprehensive web presence strategy:Buying & Build presence to optimize your web presence.Web Presence Optimization (more consumers finding and engaging in more places) has replaced the old SEO (the totality of your online existence was your website, and SEO was attempts to drive traffic to that singular destination)
  8. Buying and building presence in practice – very brief description of paid search, brief overview of new local listing structure and the paramount importance of claiming and optimizing (to the extent possible) Places listings, along with a few caveats about ownership (Places listings are Google properties)
  9. Next, enhance your web presence by publishing fresh new content in the many places that your community can engage you. Build community (fans, followers) + generate positive reviews = increased discoverability (search & social) to take advantage of Google algorithm updates
  10. Buying and building work together to help you dominate shelf space and control how your brand is presented. Advertise (buy), and publish (build) – google places, facebook, twitter, yelp, apartmentratings.com, blogs, Flickr, Youtube, etc
  11. How the “Buy + Build” strategy ties in to the “Three Conversations” renters are conducting online – Search, Surf and Social
  12. The benefits of an optimized, integrated web presence program are multi-fold: generate referrals and build community through social discovery (Joe finding his buddy on Facebook), 2) generate good will and community advocates/evangelists = credibility with renters AND Google, which will lead to, 3) more roads that lead to you and are controlled by you, paved and expanded to become super highways…dominate that search engine results “real estate” (or “shelf space”) and increase your market share
  13. Summary slide