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Alison Crabtree, Director of Strategic and Internet Marketing, Bell Partners presents on how Bell Partners uses social media to help market and lease out apartments at each of the properties they manage. Allison provides a real case study and includes the methodology her organization uses to accomplish this task.
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Social Media: “It goes to 11”Social Media: “It goes to 11”
Allison Crabtree, Director of Marketing
Bell Partners
Formerly Steven D. Bell & Co.
April 30, 2009
Allison Crabtree, Director of Marketing
Bell Partners
Formerly Steven D. Bell & Co.
April 30, 2009
Say what?Say what? Steven D. Bell and Company is now Bell Partners! Top 10 Apartment Managers (NMHC)
About 3,000 employees 61,000+ units 200+ properties Founded in 1976 Private Company (Multifamily, Senior Living, and Commercial)
Steven D. Bell and Company is now Bell Partners! Top 10 Apartment Managers (NMHC)
About 3,000 employees 61,000+ units 200+ properties Founded in 1976 Private Company (Multifamily, Senior Living, and Commercial)
First things first…First things first… Social Media Is NOT:
Having accounts with Twitter, Facebook, MySpace, etc.
Surfing the web “Easy”
Social Media Is: Engaging in a two way conversation with your
customers A revenue generator Time intensive Electronic “word of mouth”
Social Media Is NOT: Having accounts with Twitter, Facebook,
MySpace, etc. Surfing the web “Easy”
Social Media Is: Engaging in a two way conversation with your
customers A revenue generator Time intensive Electronic “word of mouth”
There’s a lot to understand…There’s a lot to understand…
Bell Partners Social Media- Why?Bell Partners Social Media- Why? To be one of the first multifamily management companies to
use social media to add value through non-traditional techniques
User generated content- by people for people New technology = New way to work with customers We wanted “real”:
Feedback Organization Promotion
Pull vs. Push Uh….why not?
To be one of the first multifamily management companies to use social media to add value through non-traditional techniques
User generated content- by people for people New technology = New way to work with customers We wanted “real”:
Feedback Organization Promotion
Pull vs. Push Uh….why not?
Bell Partners Social Media- How?Bell Partners Social Media- How?
Small Controlled Beta Group Generated Support and Excitement Started with MySpace, then Facebook, Twitter, etc. Tracked Results Monthly Reports to the Entire Company Created Training and Support Systems Created Risk Management Systems Added to Corporate Audit
Small Controlled Beta Group Generated Support and Excitement Started with MySpace, then Facebook, Twitter, etc. Tracked Results Monthly Reports to the Entire Company Created Training and Support Systems Created Risk Management Systems Added to Corporate Audit
Bell Partners Social Media- Who?Bell Partners Social Media- Who?
“Owned” by the Marketing team “Managed” regularly by site teams Dedicated one corporate resource for support to
build processes Company support from the President down
I don’t get it, but I know it’s important. Let’s do what we have to do to “keep it real!”
“Owned” by the Marketing team “Managed” regularly by site teams Dedicated one corporate resource for support to
build processes Company support from the President down
I don’t get it, but I know it’s important. Let’s do what we have to do to “keep it real!”
Sharing SuccessesSharing Successes
Data Tracking- Pros and Cons Data Tracking- Pros and Cons
"Free" Online Leads and Leases
0
500
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2500Ja
n-0
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Ma
r-0
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y-0
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07
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Jan
-08
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p-0
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v-0
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-09
Ma
r-0
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Month
Nu
mb
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Leads
Leases
Program Starts 4/1/08
Bell PartnersBell Partners Challenges
Generating Top Down Support and Buy-In
Ongoing Training and Continued Engagement
Data Tracking Measuring ROI? Risk Management Company Size and Roll-
out plan
Challenges Generating Top Down
Support and Buy-In Ongoing Training and
Continued Engagement Data Tracking Measuring ROI? Risk Management Company Size and Roll-
out plan
Successes WOM Training Generating Buzz Generating
Leads/Leases Collecting Delinquent
Rent SEO Cap/Trans Leads Resident and Employee
Communication
Successes WOM Training Generating Buzz Generating
Leads/Leases Collecting Delinquent
Rent SEO Cap/Trans Leads Resident and Employee
Communication
So many choices…So many choices… Social Networking
MySpace, Facebook, and coming soon an internal and external Bell network
Social Networking/Microblogging Twitter
Photo Sharing Flickr
Video Sharing YouTube
Product/Neighborhood Reviews Yelp.com, RentWiki.com
Social Networking MySpace, Facebook, and coming soon an internal and
external Bell network Social Networking/Microblogging
Twitter Photo Sharing
Flickr Video Sharing
YouTube Product/Neighborhood Reviews
Yelp.com, RentWiki.com
Social Media: An Extension of Word of MouthSocial Media: An Extension of Word of Mouth
What forms of word of mouth will experience the most growth in the nextfew years ?
Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11%
Source: Agent Wildfire, 2009
What forms of word of mouth will experience the most growth in the nextfew years ?
Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11%
Source: Agent Wildfire, 2009
Facebook Fan PageFacebook Fan Page
Showing Personality through being “Real”Showing Personality through being “Real”
Using Online Classifieds with Social MediaUsing Online Classifieds with Social Media
TwitterTwitter
Conversation with ResidentsConversation with Residents
Properties can get creative…Properties can get creative…www.myspace.com/springs_at_tyvola_centre
Great song written and performed by maintenance technician!
FactFact
Social Media
is notis not just for the
“marketing”
department.
Social Media
is notis not just for the
“marketing”
department.
Bell’s Top 10 Lie’s of Social MediaBell’s Top 10 Lie’s of Social Media
Lie #1: Old school is still coolLie #1: Old school is still cool
Lie #2: Use fake photosLie #2: Use fake photos
Original Good BEST! ;) Original Good BEST! ;)
Lie #3: It’s just web surfingLie #3: It’s just web surfing
Social Media is just playing on MySpace and Facebook all day and friending random people.
Social Media is just playing on MySpace and Facebook all day and friending random people.
Lie #4: One Size Fits AllLie #4: One Size Fits All
Everyone’s objectives are the same.
Everyone’s objectives are the same.
Lie #5: It’s a RaceLie #5: It’s a Race
“All social media and networking sites are like…the
same thing, right? YouSpace, MyTube, FriendBook,
LinkedOut, Twiendster, Flicky, Dug. Whatever. Sign
up all at once.”
Don’t collaborate.
“All social media and networking sites are like…the
same thing, right? YouSpace, MyTube, FriendBook,
LinkedOut, Twiendster, Flicky, Dug. Whatever. Sign
up all at once.”
Don’t collaborate.
Lie #6: All people are stupid. Lie #6: All people are stupid.
State-of-the-art fitness center?
State-of-the-art fitness center?
Lie #7: If you don’t tell them, how will they know?Lie #7: If you don’t tell them, how will they know?
Lie #8: Skate where the puck is? Lie #8: Skate where the puck is?
“A good hockey player plays where the puck is. A
great hockey player plays where the puck is going to
be.”
– Wayne Gretzky
“A good hockey player plays where the puck is. A
great hockey player plays where the puck is going to
be.”
– Wayne Gretzky
Lie #9: Everyone else is doing it. Lie #9: Everyone else is doing it.
If everyone else jumped off a bridge, hmmm?
If everyone else jumped off a bridge, hmmm?
Lie #10: Ignore or Discredit Lie #10: Ignore or Discredit
It goes to 11…It goes to 11…
Spinal Tap Clip Spinal Tap Clip
Lie #11: The Economy is goodLie #11: The Economy is good
Final ThoughtsFinal Thoughts Know where you want to go first. Then figure out the
right tools to achieve it. Have a short term and long term strategy Generate company wide buy-in and keep building it! Don’t stop Release some control to the consumer Social Media is all about transparency and dialogue Be “Remarkable” We are living in exponential times Have fun!
Know where you want to go first. Then figure out the right tools to achieve it.
Have a short term and long term strategy Generate company wide buy-in and keep building it! Don’t stop Release some control to the consumer Social Media is all about transparency and dialogue Be “Remarkable” We are living in exponential times Have fun!
We are in a good space…We are in a good space…
Check us out on the web: Check us out on the web: Follow us on Twitter
Twitter.com/BellPartners Fan us on Facebook
Bell Partners Fan Page Corporate Website
www.BellPartnersInc.com www.BellPartnersInc.com
Follow us on Twitter Twitter.com/BellPartners
Fan us on Facebook Bell Partners Fan Page
Corporate Website www.BellPartnersInc.com www.BellPartnersInc.com
Just getting started?Just getting started? Social Media in Plain English
Common Craft Videos for the WorkplaceCommon Craft Videos for the Workplace Did you know? Did you know?
Exponential times videoExponential times video Advertiser vs. ConsumerAdvertiser vs. Consumer
Great videoGreat video 5 Digital Trends to Watch for 20095 Digital Trends to Watch for 2009
White paperWhite paper LinkedIn VideoLinkedIn Video
Reid Hoffman InterviewReid Hoffman Interview MashableMashable
Online Social Media Source GuideOnline Social Media Source Guide
Social Media in Plain English Common Craft Videos for the WorkplaceCommon Craft Videos for the Workplace
Did you know? Did you know? Exponential times videoExponential times video
Advertiser vs. ConsumerAdvertiser vs. Consumer Great videoGreat video
5 Digital Trends to Watch for 20095 Digital Trends to Watch for 2009 White paperWhite paper
LinkedIn VideoLinkedIn Video Reid Hoffman InterviewReid Hoffman Interview
MashableMashable Online Social Media Source GuideOnline Social Media Source Guide
“11” is the new “10”“11” is the new “10”
“It takes a lot of courage to release the familiar and seemingly secure, to embrace the new. But there is no real security in what is no longer meaningful. There is more security in the adventurous and exciting, for
in movement there is life, and in change there is power.”
Alan Cohen
“It takes a lot of courage to release the familiar and seemingly secure, to embrace the new. But there is no real security in what is no longer meaningful. There is more security in the adventurous and exciting, for
in movement there is life, and in change there is power.”
Alan Cohen
