Overcoming Social Media Marketing Challenges in the Multifamily Industry for Property Managers and Apartment Marketers
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This document discusses challenges and strategies for effective social marketing in multifamily housing. It addresses choosing social networks based on demographics, keeping up with emerging platforms, creating actionable social media strategies, generating internal buy-in, reputation management, coordinating activities, creating and curating engaging content, training teams, and measuring return on investment. The overall message is that multifamily housing companies need comprehensive yet adaptable social media plans that engage residents, prospects, and employees.
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Overcoming Social Media Marketing Challenges in the Multifamily Industry for Property Managers and Apartment Marketers
- 1. Overcoming Social Marketing Challenges in Multifamily Steve Lefkovits Krista Lutz Castillo Jared Miller Charity Zierten
- 2. CHOOSING NETWORKS BASED ON TARGET DEMOGRAPHIC 2
- 3. TAKEAWAYS: • Participate and advertise on networks that residents and prospects prefer • Share content consistent with the culture of the individual network • Brand consistently across networks • Monitor new networks for future opportunities to engage or advertise 3
- 4. KEEPING UP WITH EMERGING SOCIAL NETWORKS & CHANGES4
- 5. TAKEAWAYS: • Evaluate how competitors and local businesses utilize new networks • Cautiously engage on new networks • Quarterly social marketing training to address network changes and emerging social networks 5
- 7. WHO HAS A WRITTEN STRATEGY? 7
- 8. SAMPLE OF SIMPLE STRATEGY 8
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- 13. TAKEAWAYS: • Evaluate online presence(s) of competitors and local businesses • Benchmark data before establishing goals • Objectives (SMART), Tools, Tactics • Integration and building an audience • Sample content calendars and campaigns • Launch strategy • Measurement calendar 13
- 14. GENERATING INTERNAL INTEREST & BUY-IN 14
- 15. HOW CAN YOU CREATE A SOCIAL CULTURE WHEN YOU DON’T HIRE WITH THAT IN MIND? 15
- 16. ARE YOUR TEAMS COMPETITIVE? 16
- 17. TAKEAWAYS: • Create a social company culture and include in talent acquisition • Recognize excellence and goal achievement • Encourage employee competitions based on engagement 17
- 18. REPUTATION MANAGEMENT 18
- 19. DO YOU THINK STARWOOD TRACKS THE CORRELATION BETWEEN REVIEWS & RESERVATIONS? 19
- 20. WHAT DO YOUR TEAMS DO WHEN THAT HAPPY RESIDENT COMES TO THE OFFICE? 20
- 21. WHAT ARE HOTELS DOING? 21
- 22. WHAT ARE HOTELS DOING? 22
- 23. WHAT ARE HOTELS DOING? 23
- 24. WHAT ARE HOTELS DOING? 24
- 25. TAKEAWAYS: • Track lead volume in relation to ROI • Regularly monitor reputation • Ask for reviews • Emulate hospitality review responses 25
- 26. RESOURCES, COORDINATING ACTIVITY & TIME MANAGEMENT 26
- 27. TAKEAWAYS: • Include social network management time within daily scheduled activities • Set expectations for quantity and location of updates • Create a repository of on-site team blog posts to generate ideas • Train professionals seeking advancement by sharing online resources 27
- 28. BRIDGING THE GAP BETWEEN THE AGENCY AND SITE-LEVEL 28
- 29. TAKEAWAYS: • It is critical to schedule regular meetings • Determine who “owns” social media responsibilities onsite • For authenticity, onsite teams should also post twice a week • GET INVOLVED in the creative process 29
- 30. Matthew Jacques CREATING & CURATING CONTENT 30
- 31. TAKEAWAYS: • The right tools make finding and creating interesting (and relevant) content simple • “Write once, publish to many” distribution strategy • Tools make a difference: Content planning, draft and proof management, monitoring and responding to comments 31
- 32. TRAINING & TOOLS 32
- 33. TAKEAWAYS: • Include a range of training resources available for the onsite teams • Establish a go-to destination blog with links to learn about new and changing technology • Regularly scheduled monthly presentations 33
- 34. MEASUREMENT & RETURN ON INVESTMENT 34
- 35. Image Credit: socmedsean.com 35
- 36. TAKEAWAYS: • Conversion is not the only goal, there are other measurable goals that can be used to determine ROI • Share the results of your progress with your team, focusing on goals 36
- 37. DISCUSSION, QUESTION & ANSWER 37
- 38. Steve Lefkovits Jared Miller Krista Lutz Castillo Charity Zierten
Notes de l'éditeur
- Overcoming Social Marketing Challenges in Multifamily***Note: Our panel was a discussion panel with conversations centered around the topics listed below. We did not review these slides during the live session, but intentionally built them for your use and reference AFTER the session.***We would like to thank Steve Lefkovits for moderating our panel, asking relevant questions and engaging the audience to participate. _______________________________________________With each passing year social media marketing presents even more challenges to the multifamily industry. From reputation management to measurement, from content to training and time management; there are many pieces of the puzzle. How can you overcome all of these challenges in order to build an effective social media implementation plan and the foundation of a long-term strategy? In this session, we will discuss the common social media challenges for communities, portfolios and companies and demonstrate scenarios for your success.Challenges to be discussed include:Choosing the right mix of networks based on the target demographic.Keeping up with changes to social networks and what to do with all of the emerging social networks.Creating an actionable strategy based on available resources and the target demographic.Team engagement: generating internal interest and buy-in.Reputation Management.Resources, coordinating activity and time management.Bridging the gap between the agency and the site level.Creating and curating content.Training and tools.Measurement/ROI (includes ROI calculator and understanding reports)Do you have a challenge we haven’t mentioned? Tweet it to us: Charity – @SoEngaged, Jared – @JaredMillr, and Krista – @KristaCastillo.Steve Lefkovits CEO of Joshua Tree Consulting Producer of the Apartment Internet Marketing conference Jared Miller Vice President of Performance & Strategy Director of Asset Management The Bainbridge Companies Krista Lutz Castillo Vice President, National Sales Apartment Finder & CommunitySherpa Charity Zierten Chief Engagement Officer Socially Engaged Marketing®
- Charity Zierten: Choosing the right mix of networks based on the target demographic. Pew research has amazing data on the topics of generation and social media.In August 2012, 75% of women were users of social networking sites, compared with 63% of men.Facebook: 1 billion users, 604 mobile users, 42+ million pages and 9 million apps.Youtube: 800 million users, 4 billion views per dayTwitter: 500 million users, more than 200 million activeGoogle+: 400 million registered users, 200 million activeLinkedIn: 200 million usersTumblr: 150 million usersInstagram: 100 million registered users, 4 billion photosYelp: 78 million users, 30 million reviewsPinterest: 25 million usersSources: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspxhttp://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/http://www.pewresearch.org/millennials/
- Charity Zierten: Choosing the right mix of networks based on the target demographic
- Charity Zierten: Keeping up with changes to social networks and what to do with all of the emerging social networks.Maybe it's time to give up on on a few social networks, and stay on top of the platforms relevant to your customers.Visit relevant websites like Mashable.com, All Facebook, Social Media Examiner and from the company blogs for Google, Facebook, Twitter, Pinterest, etc.
- Charity Zierten: Keeping up with changes to social networks and what to do with all of the emerging social networks.
- Charity Zierten: Creating an actionable strategy based on available resources and the target demographic.
- Charity Zierten: Who has a written strategy?
- Charity Zierten: Sample of simple strategy: Time
- Charity Zierten: Sample of simple strategy: Objectives
- Charity Zierten: Sample of simple strategy: Audience
- Charity Zierten: Sample of simple strategy: Audience/What Users are Likely to Click
- Charity Zierten: Sample of simple strategy: KPI’s
- Charity Zierten: Strategy Takeaways
- Jared Miller: Team engagement: generating internal interest and buy-in.
- Jared Miller: Team Engagement. Generating internal interest and buy-in. How is social part of your culture? Is it something focused on during the talent selection process? If hiring for an onsite position, it should be a consideration when determining the skills needed for a position.
- Jared Miller: Team Engagement. Generating internal interest and buy-in. - Great work tends to go unnoticed in so many cases. We recognize our leasing all stars, but what about the people onsite that have truly embraced social media and excel at managing it? Recognize those accomplishments. It may sound trivial, but we have to remember where we are going. The world is only becoming more social and we don't want to fall further behind. - Create contest around Facebook engagement data.
- Jared Miller: Team engagement: generating internal interest and buy-in takeaways
- Jared Miller: Reputation Management.
- Jared Miller: Reputation Management.- There is a definite correlation between online reviews and lead volume. Start tracking your lead volume in relation to your online ratings. That will help you prove your ROI.
- Jared Miller: Reputation Management: Proactive Teams
- Jared Miller: Reputation Management.Don't ignore your reputation online. If so many travelers are using Trip Advisor to aide them in decision-making, we know potential residents are doing the same.
- Jared Miller: Reputation Management.Are you having trouble responding to negative reviews? Watch some of the hotels online to see how they respond.
- Jared Miller: Reputation Management.Are you having trouble responding to negative reviews? Watch some of the hotels online to see how they respond.
- Jared Miller: Reputation Management.- Are you having trouble responding to negative reviews? Watch some of the hotels online to see how they respond. - Ask for reviews.
- Jared Miller: Reputation Management takeaways
- Jared Miller: Resources/Coordinating Activity/Time Management.- Managing social is work. It takes time. Unless it is planned for, it won't get done. - Set expectations related to the number of Facebook updates, Tweets and blog posts weekly and monthly. Basic, but most companies haven't taken this step. This is useful whether you outsource or use internal talent. - Create a repository of good blog posts made by onsite teams. This is an idea directory for other team members. While we can't recycle the same content, it can help generate ideas. - Many of us have team members eager for advancement. Train those professionals by sharing great online resources with them. Who should they follow online and why?
- Jared Miller: Resources, coordinating activity and time management takeaways
- Krista Castillo: Bridging the gap between the agency and the site level.Bridging the gap between the agency and the site level. Establish meetings to communicate what’s changed onsite, upcoming events. Schedule it on your calendar. This step is critical for your property’s success. Designate a social media go-to person onsite to interface with the agency . . . and this doesn’t have to be the Manager! One person must “own it.” To maintain an authentic voice, onsite staff should also post—but no more than 2 times per week (and never “sell” in the social arena) or residents will grow weary.
- Krista Castillo: Bridging the gap between the agency and the site level takeaways
- Krista Castillo: Creating and curating content. When asked, “What’s the biggest challenge about having a blog?” Responses were divided between two things: “Finding something interesting and relevant to write about.”“Having to actually WRITE a blog post…”There’s an easier way: Curate appropriate content to your blog using Business Intelligence alerts and feeds. The right tools allow for easy posting and distribution . . . “Write once, publish to many”…if you need that post to get distributed across multiple sites. Do you manage multiple blogs? If so, use software that will allow you to review all of your properties’ blogs (&/or social sites like Facebook, Twitter, etc.) on the same dashboard. Create blog posts, publish or save to WordPress; Monitor and respond to comments; Content planning tools, draft & proof management.
- Krista Castillo: Creating and curating content takeaways
- Krista Castillo: Training and tools takeawaysTraining and tools. What training should a successful company provide their team members?Company should have a range of tools available to assist members in training them on social media.Establish a go-to “destination blog” with links to presentations, white papers on social media topics, schedules for on-going training to keep abreast of rapidly changing technology; disseminate info about changes in the social media landscape in an effective and efficient manner. Monthly presentations—in person or via webinar—to inform new employees or customers about products & services, or to introduce new products to market.
- Krista Castillo: Training and tools takeaways
- Measurement/ROI: Group Panel Discussion
- Measurement/ROI: Discussion About Goals
- Measurement/ROI takeaways
- Q&A
- Overcoming Social Marketing Challenges in MultifamilyDo you have a challenge we haven’t mentioned? Tweet it to us: Charity – @SoEngaged, Jared – @JaredMillr, and Krista – @KristaCastillo. Steve Lefkovits CEO of Joshua Tree Consulting Producer of the Apartment Internet Marketing conference Jared Miller Vice President of Performance & Strategy Director of Asset Management The Bainbridge Companies Krista Lutz Castillo Vice President, National Sales Apartment Finder & CommunitySherpa Charity Zierten Chief Engagement Officer Socially Engaged Marketing®