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YOU BE THE JUDGEHow to Effectively Incorporate Social Media into a
Marketing Campaign
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SOCIAL MEDIA
Conversation and interaction
between people online (and offline) with
words, sounds & pictures
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KEY CONCEPTS
TRANSPARENCY
TRUST
RELEVANCE
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FORMS OF SOCIAL MEDIA
Concepts, slogans and statements with a highmemory retention quotient that excite others torepeat
Dissemination via public speaking, displays,
performances and demonstrations Electronic media with 'sharing', syndication or
search algorithm technologies
Print media designed to be re-distributed
Summarized from Wikipedia
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PHYSICAL SOCIAL MEDIA
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SOCIAL MEDIASTATISTICS
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STATISTICS
Facebook has 600+ million active users*
Twitter users are 3 times more active than
average social media users**
* Wikipedia as of January 2011
** Nielsen
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STATISTICS
YouTube***
- 490 million unique users per month worldwide
- 2.9 million hours spent on YouTube on a monthly basis
- 400+ Tweets per minute with YouTube links
*** Mashable
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POPULAR SOCIAL MEDIA OUTLETS
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WHY SHOULD I?Social Media Marketing
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WHY SHOULD I?
Customer Communication
Brand Exposure
Lead Generation
Search Optimization
Source: CMO Guide to Social Media
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SOCIAL MEDIA STRATEGY
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SOCIAL MEDIA STRATEGY
Define Goals
Develop a Plan
Execute
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UNDERSTAND RESPONSIBILITIES
BUILD COMMUNITY
Resident Retention
Lead Generation
Crisis Management
Brand Management
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DEFINE GOALS
Quantity versus Quality
y Idle or Active
% of participants
y
Resident versus Prospect Generate traffic
y Onsite
y Online
Rollout scheduley All at once versus phases
Time line
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DEFINE SUCCESS METRICS
Website analytics
Participant volume
y Resident participation & reach
y
Prospect participationy Staff participation
Facebook Insights
y Measure # of Post Views
y Analyze Post Feedback
Contenty Measure popularity of posts
y Track links to articles
y Track links back to main site
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DEVELOP A PLAN
Calendar creation
y Posting days, monitoring schedule
Resources
y
Staffing and/or vendors Tools
y Hootsuite, TweetDeck
y URL shorteners, QR code sources
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DEVELOP A PLAN
Channels
y Which will you use
Social Media Policy
y
Create corporate policy Inviting participants
y Email blasts
y Flyers
y QR code campaigns
y Events
y Window graphics
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EXECUTE THE PLAN
Training
y Content generation
Grammar, writing style, tone
Researching content
Consistency of brand / identity
Frequency
y Responsiveness
Online versus Offline
y Crisis management
y Social media policies
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EXECUTE THE PLAN
Implement
y Own your space
Obtain space with each major channel (even if not being used)
y Invite participants
y Posting and responding
Quality over quantity of content (Relevance)
Its not just about special offers
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TRACK, MEASURE ANDADJUST
Review web and social media stats
y Monthly / Quarterly
Share knowledge
y
Sales and marketing meetingsy Team meetings
Adjust tactics / be nimble
Review goals and policies annually
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GETTING PARTICIPATIONInviting People to Join
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ENGAGEMENT
Brochures / collateral
y Place social media logos on all printed materials
Windows / store front
y
Place social media stickers Business cards
y Include social media logos / QR code
Sidewalk signs
y
Include social media logos / QR code
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ENGAGEMENT
eBlasts
y Residents and Prospects
Resident letters / move in gifts
y
Include invite on all communications Events
y Laptop station(s) to connect
Promos
y
Offer social media only concessions, contests, etc.
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CUSTOMER COMMUNICATIONTips for Content Generation
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CUSTOMER COMMUNICATION
Create Community / Provide Information
y Community updates
New construction, enhancements / renovations
y Management related information
Emergency water shut off, pest treatments
y Upcoming events
Open house, resident pool party, pet parade
Post photos, videos or fun information after the event
y
Neighborhood information Festivals, links to restaurants, etc.
y Enhance Resident Referrals
y Contests
y Surveys
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CUSTOMER COMMUNICATION
Address Concerns
y Apartment review sites
ApartmentRatings.com
Yelp.com
y Resident portals
y Blogs
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SOCIAL MEDIA IN ACTIONA Few RealWorld Examples
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Property Manager Response
From: [email protected]
Date posted: 4/23/2010
Years at this apartment: 2009 - 2010
responses
As Management of Alexan City View in Bayonne, NJ we would like to respond to several of the reviews posted onthis website.
Alexan City View is currently under construction. Especially during the winter we did experience several apartmentsthat encountered mice that entered the building to escape the cold weather. Our exterminator was contacted andremediation of that problem started immediately. Very few residents had an issue with mice. Currently we have oneresident that has stated they have seen a rodent.
Prior to the opening of our second set of trash chute rooms, we did have issues with our trash service. This hasbeen resolved. If residents come across an issue in an individual trash room, they are asked to contact us.
Packages are not sent back if our package room is full. We contact our residents via our resident portal Building Linkwhen they have a package and residents are quick to come to pick up packages when they arrive. This systemworks very well.
The property has also experienced several issues with fire alarms. We certainly acknowledge this was disruptive tothe residents. In the recent months we had the alarms sound in January and April. This was investigated and adefective flow valve was replaced. We hope that this will remedy the problem. During construction this is always aconcern as alarms are being tested as well.
Management is very dedicated to providing quality customer service to our valued residents. It is our mission toensure residents are happy to come home to Alexan View. We encourage residents to come to us with any issues so
that we can attempt to resolve these as quickly as possible.
Please feel free to contact us at our leasing office if you have any questions about Alexan City View.
Read more: http://www.apartmentratings.com/rate/NJ-Bayonne-Alexan-CityView-1068217.html#ixzz0oEwkc0cv
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SOCIAL MEDIA ONYOURW
EBSITE
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WHERE ARE YOU NOW?
Google Yourself
y Met Millennium: Facebook #3, DC Mud Blog top of pg 2
y DelRay: Twitter #4, Facebook top of pg 2
Review Google Analyticsy How much of the traffic to your websites is coming from
Social Media?
y Paid advertising on Facebook?
y Value of YouTube- HIGH on the SEO list
Relevant keywords
Relevant tags
Relevant title
Blogs
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PROMOTING SOCIAL MEDIA ON YOUR
WEBSITE
Invitation(s) to follow on Facebook, Twitter, Etc.
y TurnSocial toolbars
y Facebook Like buttons
WalkScore content Yelp reviews
Property videos
y Linked to YouTube
Blogging What other ways?
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SOCIAL MEDIA IN THE LEASING PROCESS
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MY COMPANY DOESNT BELIEVE IN USING
SOCIAL MEDIA
Budget limitations
Fear / limited knowledge
Staffing concerns
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BUDGET LIMITATIONS
Our media partners work with social media
y Meet with them to find out how to leverage their services
RentWiki.com
RentMineOnline.com
ForRent.com
Social media consultants
Utilize Craigslist and Apartment Ratings to your best
advantage
Do your research and demonstrate the return
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OVERCOME FEAR / EXPAND KNOWLEDGE BASE
The Apartment Expert- Lisa Trosien Multifamily ProAIM (Apartment Internet Marketing Conference) Toni Blake K
ate Good Multifamily Insiders Different apartment industry vendors Fan/Like a few and more will come your way Other apartment communities and multifamily
companies The Urbane Life Mark Juleen Capture the Market Mark Taylor Residential
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OVERCOME FEAR / EXPAND KNOWLEDGE BASE
Marketing Related Companies and Research
Groups
y EMarketer.com
y
Mashabley comScore
y Social Media Examiner
y Nielsenwire.com
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STAFFING / SCHMAFFING
Who / When / How Much?
Control
y Centralized versus Property
Dealing with negativityAccountability / Rewards
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HAVE FUN WITH SOCIAL MEDIA
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SOCIAL MEDIA CHALLENGESWhat Can You Share?
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2000& S
OMETHING
The Future of Social Media
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THE NEXT FRONTIER
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MAYBE?
Levels of friends
y Close friends
y Acquaintances
y Friends of friends
Return of the brain / fingers filter
y Safeguards to send / post
Memberships / fee based
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RENT
MINE
ONLINE
.COM
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RENTMINEONLINE.COM
Trust Based Referral Marketing
Properties email residents offer to participate
Residents refer online through social media
channels
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RESIDENTS CLOSE 3-5X MORE LEASES*
Percent of Residents Closing Referrals
WithoutRentMineOnline
With RentMineOnline*
Client 1 3.6% 16.5%
Client 2 1.7% 5.4%
Client 3 2.6% 6.4%
Client 4 2.8% 6.6%
Client 5 2.4% 6.0%
ROI
580%
300%
332%
155%
324%
*Based on 2008-09 RentMineOnline client data. With RentMineOnline represents subset of
residents that fully participated Activated Accounts in the RentMineOnline referral program.
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