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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: leasing@alexancityview.com

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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