2010 Social Media Presentation - NAA Conference

8/9/2019 2010 Social Media Presentation - NAA Conference

1/84

Residents Use and Perceptions of

oc a e a e u am y n us ry

Strategies and Tools to Evaluate YourCommunitys Online Involvement


2/84

Principal

JTurner

Research

CoFounder &President

RentWiki


3/84

President

30Lines

Sr.VicePresident,

CorporateMarketing,

TheBozzuto Group


4/84

What is Social Media and Why is

mpor an

Web-based service, focused on creatinga community of users who share similarinterests and activities.

Social networkin has become art of oureveryday lives.

growing and effective marketing channel.


5/84


6/84

What Are Consumers Saying

ou oc a e a

Use social media 60%

Believe a company should have a presence insocial media 93%

Believe a company should interact with membersof social media 85%

interact with them

56%According to a study by Cone LLC


7/84

So how do these trends a l to ourindustry?

Do residents really use social networkingw en oo ng or or want ng to commun catewith an apartment community?

owner/operators to utilize this channel?

can capitalize on the emergence of socialnetworking?


8/84

Joseph Batdorf

r nc pa , urner esearc


9/84

J Turner Research

oc a e a urveyJTR s ecializes in ros ect and resident surve s for themultifamily industry.

Survey objective: Determine how residents use socialme a o n erac w an apar men commun y.

Partnered with 5 multifamily owner/operators to surveyresidents about their use of social media.

A six question, e-mail survey distributed to 54,753residents at 415 communities nationwide.

Secured 15,694 responses (29% response rate)between

January and June 2010. Survey remains ongoing.


10/84

Heres What Residents Are

ay nghi h i r i n ?

69%

24%

15%

NONE

9%

6%

2%

2%

OTHER

0% 10% 20% 30% 40% 50% 60% 70% 80%

ndents could check more than one o tion


11/84

Fr n f n m n

45%Daily

23%

19%

NotApplicable

Weekly

6%

6%

Hourly

Monthly

1%

0%

Everysixmonths

Onceayear

0% 10% 20% 30% 40% 50%


12/84

Do Residents Visit Community

agesResidents were asked Have ou ever visited acommunitys social networking page?

7%

No

93%


13/84

ResidentVisitstoCommunityPages

40%40

45

30

35

20

25

Percentage ConventionalActiveCommunities

Student

7%

5

10

0


14/84

Social Media & Resident

ommun ca onConventional

Average

Importance:

9%

4%

7%

8

9

VeryImportant10

.

16%

8%

9%

5

6

7

StudentAverage

Importance:

4.726%

7%

6%

2

3

4

25%

4%

Notat

all

important

0

1


15/84

What Information Are Residents

oo ng or 62%

57%

eewhatotherpeoplearesayingaboutthe

community

onductpreliminaryresearchaboutthe

tments,floorplansand/orunitavailability

37%

11%

Finddiscountsordealsrelatedtosigninga

lease

ontactastaffmemberaboutschedulingan

onsite visit

9%

9%

Referafriend

Other

8%

0% 20% 40% 60% 80%

Initiatetheleasingprocesstoliveatthe

community


16/84

Primary Use of a Communitys

oc a e a e52%

20%

Learnaboutcommunityeventsand/or

activities

Providepositive

feedback

regarding

someas ectofthecommunit

9%Other

Askaquestionaboutamaintenance

6%

issue

Providenegativefeedbackregarding

someaspectofthecommunity

5%

0% 10% 20% 30% 40% 50% 60%

Askaquestionaboutaleaserenewal


17/84

Initial results indicate social media is currentl alow priority for resident / community interaction.

24 percent of residents in conventional housingo no engage n soc a ne wor ng a a .

Very little change in resident data during first six.

Generational differences regarding usage exist:student vs. conventional.

Residents perspective regarding importance of

communication doesnt change much.


18/84

communitys social networking page

1. See what others are saying about a community

2. A artment research

3. Find a discount or deal


19/84

Robert Turnbull

o- oun er res en , en


20/84

Top 5 Reasons Companies Are

care o oc a e a


21/84


22/84


care o oc a e aEm lo ees will waste time.According to emarketer, there are 30 millionmillion

SmartphonesSmartphones in the United States. ''

InternetInternet - on breaks, at lunch, in the bathroom, youname it.

-terms of research, communication, and speed - is faris fargreater than the threat of lost productivity.greater than the threat of lost productivity.

Com anies have a ri ht to make olicies and rulesabout personal use of the Internet, but blocking itbut blocking it

during work is just not smart.during work is just not smart.


23/84


care o oc a e a

There may be things you need to changeThere may be things you need to change, ,

should thank them for letting you know whatthey are. Then you should make changes.

If you have built an online community thatincludes people who don't hate you, thatthatcommunity will rise to your defensecommunity will rise to your defense and

they will handle the problem for you.


24/84


'care o oc a e a

.Message control is an illusion. Give it up.

Your customers are emailin Tweetin Facebookinand that old standby - calling - their friends aboutabouttheir experience with your brand.their experience with your brand. You don't have

.You might as well join the conversationYou might as well join the conversation. At least

that wa ou can influence what is bein said.


25/84


care o oc a e a

It's not reallycheap, or free. ,

how to use them takes experience andexperience andperspectiveperspective.


26/84


' 'care o oc a e a

All regular business practices remain theAll regular business practices remain the

, . ., .

Youre not changing the message, just where


27/84

tripadvisor,amazon,rottentomatoes,etc.


28/84

Is not always


29/84


30/84

Mostlyits


31/84

w.yelp.com


32/84

First thin s first:Go to GoogleGoogle and set up alert emailsalert emails with your

company keyword, your name and your URL. Theno to TechnoratiTechnorati and do a search there as well. Kee

these searches fresh.

'

and create an action plancreate an action plan based on what you'rereading.

Once you are fully committed, start reaching out tostart reaching out to

customerscustomers (happy and, most importantly, not happy)and join in.


33/84

Anal ze each medium:Every tool is differentEvery tool is different and this is another place

where marketers can go wrong.

Blogging is not Twitter is not Flickr is notFacebook. The rules changeThe rules change from one to the

o er an you ave o now w a ey are e oreengaging.

How do people get value in each network and

how can you add to it?how can you add to it?


34/84

Conduct mock trials: There is benefit to walking through different scenarioswalking through different scenarios

before jumping in. Imagine you create a Twitter account.

What would you say each day? How will you add friends? How will ou sta on to of re lies and direct

messages? How will you add value? How will ou res ond to criticism?

These are all points that need to be discussed andcan be done sitting around a table and talking.


35/84

Start slow:Do NOT go out and sign up for a Facebook page,

Twitter account, blog, flickr profile and MySpace pageall in one da . Social media burnoutSocial media burnout is for contentcreators as well as content consumers.

slowslow.

and add networks into the fold. Any additions should

compliment your effort and be on strategy.


36/84

Register your usernameRegister your username. Facebook

MySpace

LinkedIn Twitter

Naymz

dont act fast, someone else can claim your namesomeone else can claim your name.Use a service like KnowEm to quickly check and

, , , ,profile employees, domain, etc. across more than two

hundred social networks.


37/84

s s a no- ra ner, u s surpr s ng y r c y. ouneed to decide where your conflicts occur, howou'll deal with them and how ou introduceand how ou introduce

yourselfyourself.


38/84

'

s s e er. s worse an no av ng s ar eat all.

How many companies have you seen start usinga tool and later abandon it?


39/84

Finall embrace it:

Imagine having a builtbuilt--in feedback loopin feedback loop. Thats ,the business/advertiser.

,swims in these pools every day.

n o ways you can ac ua y n egra e con r u en egra e con r u econtentcontent and social networking into your own websitesand business practices.


40/84

Should I join the conversation?


41/84


42/84


43/84

Mike Whaling, President

nes


44/84

oc a me a.


45/84


46/84


47/84

Partner with ex ertsAccess to information, scale

Hit the ground running-


48/84


49/84

Still takes timeIs content remarkable, unique?

Outsourcing relationships,


50/84

cons er


51/84

Measure outcomes, not out utsUnderstand the workflow

Stay on message.


52/84


53/84

Senior Vice President, Corporatear e ng, e ozzu o roup

Provides strategic marketingdirection for Bozzutos sevencompan es: cqu s ons,Construction, Development,Homebuilding, Land Development,

SalesMark. More than 25 years of multifamily

B.S. in mathematics from Ohio

State University


54/84

SOCIAL MEDIA STRATEGY

cure Your Brand Brand Management

r brand everywhere you can, regardless of whether oryou plan to use it. Its important that you have control of

r identity on the web.

ouve not alread done so set u accounts for ourmunities and corporate brand on facebook, twitter,

ked In, foursquare, Flickr, YouTube and more.


55/84

SET YOUR METRICS - Goals

Brand mana ement - buildin buzz and conversationaround your brand & communities

Better overall brand awareness - new knowledgeabout your customers and how they view your brand

Embrace technology

ncrease res en re en on

Generate leads - more traffic to websites, increasedhone calls/visits referrals


56/84

ert sSocialMedia

Residents&Prospects!


57/84

roper y an ages

Residents&Prospects!linecommunities

otherresidents

a s appen ngon

aroundproperty

atesbuzzabout

property


58/84

n ance your an ages

lcomePage

iness

timonialPagewith

o es mon a s

wsletters

orplans availability

ntests/special

nts

alytics applyHTML


59/84

es en pprec a on en y ran evange s s


60/84

identsMakeTheirOwnEvents


61/84

FabulousPropertyEvents!


62/84

Residents&Prospects!aratec anne rom

book

yforpropertyto

nectwithpeople,

neratingnewleads

sprea nga

ertysbrandname


63/84


64/84


65/84

weeps a es r ngs ew r en s


66/84


67/84

NewResidents!

Champion


68/84

TrainPropertyStaffespon o rospec s

Residents

ManageProperty

ccounts

eport an e erv ceIssues

on tor ct v tyReporting


69/84

Trainin

cusing on quantity of fans and followers, not quality

Ihave10,000followers

Ihaveonly150,but

Ihaveinteracted

w t a o t em

Not

usefulUseful


70/84

Tools

1. Evaluated25+socialmediamanagement

2. Webbased canaccessfromanycomputer

3. Adoptedbymajorbrands


71/84

Tools HootSuite

Setupsearch

columns

for

key

terms


72/84

FoursquareNearbyTips


73/84

TBD


74/84


75/84

M r h Im f i l M i

- , , ,posts

Measure Engagement retweets, clicked links,re lies, messa es, likes, wall osts, ratin s,

interaction

Measure Influence - Radian 6, Social Mention


76/84

Gradin 100+ Pro erties


77/84


78/84

Search Results


79/84

ew mar et ng pos t on commun tymanager in charge of engaging aran s commun y o o owers


80/84

arketers must now integrate their e-mail

fforts.


81/84


82/84


83/84

ane scuss onAudience Questions


84/84

,

[email protected]/ (281) 558-4840

,[email protected]/ (770) 617-8812

Mike Whaling, [email protected]/ Text My30 to 88000

Jamie Gorski, The Bozzuto Group

orski bozzuto.com / 301 446-2204

Documents

2010 Social Media Presentation - NAA Conference