This presentation was given at the 2012 National Apartment Association Education Conference & Expo in Boston on June 28, 2012. Social media is fundamentally shaping the direction of the Web and propelling innovation faster than ever, especially in the multifamily housing space. It's changing the way consumers connect and communicate about products and services. In this session, you will hear strategies that individuals and businesses can employ to maximize the benefits of social media and social e-commerce, while reducing your risk of liability and damage to relationships and reputation. You'll hear from experts as they equip you with the tools you need to get your arms around the fast-changing online social realm, provide tips on how to instantly form credibility with consumers, and establish your company as the definitive source in the industry. The Panel: -Craig Donato, CEO & Co-Founder of Oodle and Marketplace on Facebook -Erica Campbell, Director of Social Media, For Rent Media Solutions -Steven Williams, Cohen Seglias Pallas Greenhall & Furman PC -Moderator: Jim Kjolhede, President & Owner of Satteron Enterprises

1. Put Your Best Facebook Forward –
The Benefits, Dangers and Pitfalls
of Social Media
Craig Donato, CEO & Co-Founder of Oodle and Marketplace on Facebook
Erica Campbell, Director of Social Media, For Rent Media Solutions
Steven Williams, Cohen Seglias Pallas Greenhall & Furman PC
Moderator: Jim Kjolhede, President & Owner of Satteron Enterprises
#NAAEduConf

2. The Opportunity

3. #NAAEduConf

5. 52 percent of a brand‟s reputation can be
attributed to how social it is online, according
to global executives in a recent study.
Source: Weber Shandwick &
Forbes Insights 2011 Flickr: Creative Commons Mavis

6. On Average, Facebook
fans spend an extra
$72 on products & are
41% more likely to
recommend products
vs. non-fans.
Source: Knowledge Networks Flickr: Creative Commons Owenbrown

7. Social Media Is Becoming More Influential At Each
Phase Of The Connected World

9. Two Giant Sources of Traffic

10. Changing How
Consumers Shop Online

11. Moving Beyond Search
Traditional eCommerce Social Commerce
Hunting & Fulfilling Intent Serendipity & Discovery
Information Recommendations
Google DNA: Algorithms Facebook DNA: Human
#NAAEduConf

12. Biggest Impact: Top of Funnel
• Fuels awareness
• Compresses time spent on
consideration
• Effective conversion
(when done right)
#NAAEduConf

13. Sensitive to Social Signals
of consumers tell their friends when
they get a good deal (JWT Intelligence, Dec 2010)
of people trust recommendations
from their friends (Nielsen, Apr 2010)
of people are more likely to buy based
on a friend‟s recommendation (Nielsen, Apr
2010)
of people are more likely to buy a deal
after seeing a friend purchase it (Facebook,
Aug 2011)
#NAAEduConf

14. Consumers Engaged in Social
Commerce on Facebook
Facebook Users in US
138 Million
Shared Product
35 Million (1 out of 4)
25%
Asked for Recommendation
19% Million (1 out of 5)
26
16%
Driven to Purchase
22 Million (1 out of 6)
Source: Social Commerce IQ
#NAAEduConf

15. Driving Significant Traffic to
Social eCommerce Sites
• Facebook is now the #3 source of inbound refers to
Amazon & eBay (behind Google, Yahoo)
• #1 source to online boutiques investing in social (e.g.,
One King‟s Lane)
20.5% 14.0% Inbound traffic to
Inbound traffic to
11.6%
11.6% 6.3%
4.5%
Facebook
Google 4.0%
3.1% Facebook
Google
+21% +57%
May ‟11
May ‟10
May ‟11
May ‟10
May ‟11
May ‟11
- 43% +44%
May
May
‟10
‟10
#NAAEduConf

16. How to Get Started

17. Time to Learn a New Game
Search Marketing Social Marketing
Find New Customers Market Through Your
(Active Seekers) Existing Customers
Drive Clicks & Leads Drive Retention & Referrals
Google DNA: Algorithmic Facebook DNA: Human
#NAAEduConf

18. A tool to be leveraged across the
fabric of the company: different
functions, uses and values
Product Development Marketing Online Presence
• Lead Generation
• Feedback • Message Reach • Ratings & Reviews
• Early Warning • Brand Reputation • Communities
• New Product Ideation • Rich Media • Customer Stories
• Influence
Sales Customer Service HR/Legal
• Leads & Referrals • Listening • Recruitment
• Collaboration • Retention • Overall Counsel
• Thought Leadership • Outreach
#NAAEduConf

19. Assign a Social Media
Ambassador
• Passion
• Social media savvy
• Enthusiasm
• Good communicator and writer
• Knowledge of brand touch points
• Good technical skills with computers and online
applications
• Willingness to take on the time commitment required
#NAAEduConf

20. Create a Center of Excellence

21. Admin Roles
#NAAEduConf

22. Create a Content Strategy
• Define an effective channel strategy
• What is your mission statement, brand
position or brand promise?
• What is your brand personality?
• What is your brand identity?
• What differentiates your brand?
• What is your company story?
• What do you want your customer „s
experience to feel like?
• Identify types of content
#NAAEduConf

23. Develop a Content Calendar
Local Events Neighborhood Resident Apartment
News News Living Tips
#NAAEduConf

24. Comment Guidelines
• Develop a listening framework
• Will you reject comments which include offensive or
inappropriate language?
• Will you allow personal attacks?
• What will you do with comments that veer away from the
topic of the post or other peoples‟ comments?
• Will you allow comments that appear to be spam?
• Will you take action against repeat offenders?
• Will you provide a way for commenters to contact
someone if their comment is not approved, or if they have
other questions?
#NAAEduConf

26. Best Practices

27. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

28. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

29. Polish Your Page
• Not the Same as a Website
• Be Human & Authentic
• For Your Residents
• For Prospects
• Get a Vanity URL
www.facebook.com/username
#NAAEduConf

30. Use Bold Visuals

31. Capture Your Brand

32. Capture Your Brand

33. Capture Your Brand

34. Showcase Your Fans

35. Create Photo Albums
#NAAEduConf

36. Upload Videos
#NAAEduConf

37. Update the „About‟ Section
#NAAEduConf

38. Use Milestones for Storytelling

39. Use Milestones for Storytelling

40. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

41. Promote Your Page
• Recruit Residents
• On Your Website
• In Your Emails
http://developers.facebook.com/docs/plugins/
#NAAEduConf

42. Promote Your Page
• In Your Office
• Email Signatures
• Brochures/Print
• Door Hangers
#NAAEduConf

43. Fan Acquisition
#NAAEduConf

44. Facebook Apps:
Integrate your other
social media profiles
into your page as
apps.

45. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

46. Spark Conversations
Encourage
residents to tag
themselves in
photos.
#NAAEduConf

47. Spark Conversations
• Post on other local Pages
• Comments increase
visibility
Don‟t forget – Oak Street
will be blocked off on
Sunday for street fair Burlingame Fire Department is
conducting great emergency
preparedness workshop this
Saturday! Find out more here…
#NAAEduConf

48. Research suggests posting at 7am,
11am, 3pm, 5pm, and 11pm but
continue to test. Frequency is king but
don‟t overwhelm your fans.
Source: Buddy Media 2011
#NAAEduConf

49. Posts between 100 and 250
characters (less than 3 lines of
text) see about 60% more
„Likes‟, than longer posts.
Source: Facebook
#NAAEduConf

50. Visually Compelling Posts Win

51. Emphasize on
Visualization:
Posts including a photo
album, a picture or a video
generate about 180%,
120%, and 100%
more engagement
than the average post,
respectively.
Source: Facebook

52. Fill-in-the-blank posts
generate about 90%
more engagement than
the average post.
Source: Facebook
#NAAEduConf

53. Spark Conversations
Ask
Questions
#NAAEduConf

54. Spark Conversations
Posts that end with
a question have a
15% higher
engagement rate.
Source: Facebook
#NAAEduConf

55. Spark Conversations
“Pin” a post to the
top of the Page, so
that it is the first thing
users see upon arrival
for a 7-day period.
#NAAEduConf

56. Spark Conversations
Remember your Page is a Place
#NAAEduConf

57. Spark Conversations
Prioritize your content
within the Timeline by
starring stories
(most engaging ones)
and allowing it to expand
with double width on
the Timeline.
#NAAEduConf

59. Join Conversations
Regularly watch what
people are saying
www.youropenbook.org/
When jumping in,
tread lightly
#NAAEduConf

60. 1-to-1 Messages
Timeline introduces a
new “Message” button
that appears next to the
“Like” Button at the top of
the Page (it can be
hidden) .
Brands can not initiate a
1-to-1 conversation.
However, they can now
receive messages from
users and respond
through the platform.
#NAAEduConf

61. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

62. Don‟t Forget SEO
• Name your Page
after your business
(vanity URL)
• Use About Box, Info
Tab: descriptive text,
key links
• Get links to your
Page
#NAAEduConf

63. Fuel Growth
Use Marketplace on Facebook
www.facebook.com/marketplace
1M+ in-market users on
Facebook
#NAAEduConf

64. Fuel Growth
With Facebook Insights, you can:
• Understand the performance of your
Page
• Learn which content resonates with
your audience
• Aggregate demographic data about
the people who „Like‟ your Page
• Optimize how you publish to your
audience so that people will tell their
friends about you.
#NAAEduConf

65. Promote Resident Events
#NAAEduConf

66. Cross Promote City Events
#NAAEduConf

67. Capture Emails
#NAAEduConf

68. Deliver Value
@ Tag Businesses
Partnership Marketing:
Design Concierge Services & Green Partners
#NAAEduConf

69. Facebook Offer Posts
Using the „Offer‟
post, brands can
feature a promotion
on their page, allow
users to claim it and
have the coupon sent
directly to the user‟s
email or mobile
device.
#NAAEduConf

70. Give Fans Exclusive Access
#NAAEduConf

71. Promotions & Sweepstakes
Status Update Giveaway
Caption Contest
#NAAEduConf

72. Create A Career Center App
#NAAEduConf

73. Social Marketing: Step-by-Step
Fuel growth & visibility
Spark & join conversations
Enlist community of residents
Establish authentic presence
#NAAEduConf

74. Legal Considerations

75. What Are We Talking About?
Cellphones/Smart phones
MP3 Payers
Blogs
Social Media
– MySpace
– Facebook
– Pinterest
– LinkedIn
– Twitter
– YouTube
– Google+
#NAAEduConf

76. Misuse and Consequences
Wiretapping and Electronic
Surveillance
Invasion of Privacy Claims
Cyberstalking/bullying
Defamation
#NAAEduConf

77. Misuse and Consequences
Harassment
Contract obligations
Loss of contracts/
customer relations
Loss of employment
#NAAEduConf

78. Why You Should Care About
Social Media
• Instant communication to
anyone and everyone
• Lost productivity at work
• Increased demand on computer
system
• Risk of losing control over
confidential and proprietary information
#NAAEduConf

79. Why You Should Care About
Social Media
• Liability for employee‟s
conduct
• Copyright issues
• Customer/client privacy
privilege issues
#NAAEduConf

80. Best Practices/Policies
• No use of company-owned
equipment for personal use
• No personal social media use
during work hours
• General conduct rules apply to
social media use
Policy
• All use of company property
subject to monitoring
• Discipline for misuse
#NAAEduConf

81. Best Practices/Policies
• No 1st Amendment rights
– But …. public employers
– NLRB rules
• No right to/expectation of privacy
– But … public employers
– Whose equipment
– Whose email account
– Company time
– Policy in place
#NAAEduConf

82. Employees‟ Privacy Rights
• Do you permit personal
use?
• Do you have a policy in
place?
– Do you enforce it?
• Do you practice what you
preach?
#NAAEduConf

83. Legal Proceedings
• Discoverability of
e-communications
– Like any other communication
• Relevance, authenticity
• Discoverability of social media
– Generally the same as other info
– But, to see “behind the curtain” usually requires
something “in front of it”
#NAAEduConf

84. Real World Tools
Lamebook.com
Textsfromlastnight.com
Hacking
#NAAEduConf

85. Real World Examples
Employee Sabotage
Virgin Atlantic Airlines
– Facebook posts
• Called passenger “chavs”
• Cabins have cockroaches
• Criticized safety standards
– Brought company into disrepute
and insulted passengers
– Major marketing campaign ($$$$)
to recover
#NAAEduConf
Photo Source: http://www.flickr.com/photos/lbaviation/6102494523/sizes/z/in/photostream/

86. Real World Examples
Employee Sabotage
Domino‟s Pizza
– Film posted online
• Cheese up the nose,
passing gas on pizzas, &
other health code violations
– Over 1 million viewers
– Within top 12 Google searches
for Domino‟s
– Felony charges
#NAAEduConf
Photo Source: http://www.flickr.com/photos/janetmck/6992426851/sizes/z/in/photostream/

87. Real World Examples
Employee Sabotage
Burger King KFC
#NAAEduConf

88. Real World Examples
Self Destruction
The former mayor of Arlington,
Oregon‟s Top Model Mayor Oregon posed for a picture on a
fire truck in her underwear in
2004 (before she was elected).
Posted the picture to MySpace
page, and was fired.
A political adversary started
distributing copies of the photo
to discredit her.
In a recall vote, was removed
from office.
#NAAEduConf

89. Real World Examples
Self Destruction
• Stacy Snyder, a college student , posted this
The Drunken photo on her MySpace page titled, “Drunken
Pirate.”
“Pirate”
• Just days before her graduation, the University
discovered the page, accused her of promoting
underage drinking and refused to issue her
teaching degree.
• Snyder sued citing a violation of her First
Amendment rights.
• Snyder lost her case because there was
overwhelming evidence (beyond just the
MySpace picture) demonstrating that she was
continually and habitually unprofessional with
her students and the mentoring staff.
#NAAEduConf

90. Real World Examples
Self Destruction
Getting Hot in Austin!
In 2010, an Austin firefighter was
fired when a woman with whom he
was having an affair notified the Fire
Department that he had posted nude
photos of himself on an online dating
website. In the photos, he wore
items of clothing identifying himself
as an Austin Fire Department
employee.
#NAAEduConf

91. Real World Examples
Self Destruction
#NAAEduConf

92. Real World Examples
The Boss is Watching
#NAAEduConf

93. Real World Examples
The Boss is Watching
#NAAEduConf

94. Real World Examples
BUSTED!
Drug dealer accidentally
texts state cop about a
planned drug deal. Cop
meets him at the drop.
(Chicago – November 2011)
#NAAEduConf

95. Real World Examples
BUSTED!
Carjacker takes photo of
self with cellphone found
in car. Phone
automatically uploads
photo to owner‟s
Facebook page.
(Georgia – Summer 2011)
#NAAEduConf

96. Real World Examples
BUSTED!
Custody battle – mom trashed
dad in court, but not on
Facebook. Court orders mom
to disclose passwords so
court can see posts about
“what a good father he is”
(November 2011)
#NAAEduConf

97. Real World Examples
BUSTED!
Prison guard fired for pulling over car
at gun point. In wrongful discharge
case, he claims to be a pacifist and
hates guns. But see, FB photos
brandishing many guns and saying
“just wait until I come back….”
(Pennsylvania 2011)
#NAAEduConf

98. Real World Examples
BUSTED!
Robber convicted based on video
confession he posted on his
MySpace page
(Florida 2011)
#NAAEduConf

99. Real World Examples
BUSTED!
Ex-wife, who claims to be
disabled, seeks spousal support
from ex-husband claiming she cannot
work. He finds photos on her
FB page showing her nightly belly
dancing gig.
(New York 2011)
#NAAEduConf

100. Real World Examples
BUSTED!
Murder suspect convicted
after jury is shown his MySpace
photos showing him holding
murder weapon and “throwing” a
gang sign.
(Michigan 2009)
#NAAEduConf

101. The Ultimate Lesson…
Once it‟s out there:
It can be seen by many, and
likely cannot be removed!
#NAAEduConf

102. Q&A

103. For more information, contact:
Steven M. Williams, Esq.
Cohen Seglias Pallas Greenhall & Furman, P.C.
swilliams@cohenseglias.com
Erica Campbell
For Rent Media Solutions
Twitter.com/ericacampbell
Craig Donato
Oodle and Marketplace on Facebook
Twitter.com/Oodle
Jim Kjolhede
Satteron Enterprises
jimk@satteron.com
#NAAEduConf