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8/9/2019 2010 Social Media Presentation - NAA Conference
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Residents Use and Perceptions of
oc a e a e u am y n us ry
Strategies and Tools to Evaluate YourCommunitys Online Involvement
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Principal
JTurner
Research
CoFounder &President
RentWiki
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President
30Lines
Sr.VicePresident,
CorporateMarketing,
TheBozzuto Group
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What is Social Media and Why is
mpor an
Web-based service, focused on creatinga community of users who share similarinterests and activities.
Social networkin has become art of oureveryday lives.
growing and effective marketing channel.
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What Are Consumers Saying
ou oc a e a
Use social media 60%
Believe a company should have a presence insocial media 93%
Believe a company should interact with membersof social media 85%
interact with them
56%According to a study by Cone LLC
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So how do these trends a l to ourindustry?
Do residents really use social networkingw en oo ng or or want ng to commun catewith an apartment community?
owner/operators to utilize this channel?
can capitalize on the emergence of socialnetworking?
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Joseph Batdorf
r nc pa , urner esearc
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J Turner Research
oc a e a urveyJTR s ecializes in ros ect and resident surve s for themultifamily industry.
Survey objective: Determine how residents use socialme a o n erac w an apar men commun y.
Partnered with 5 multifamily owner/operators to surveyresidents about their use of social media.
A six question, e-mail survey distributed to 54,753residents at 415 communities nationwide.
Secured 15,694 responses (29% response rate)between
January and June 2010. Survey remains ongoing.
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Heres What Residents Are
ay nghi h i r i n ?
69%
24%
15%
NONE
9%
6%
2%
2%
OTHER
0% 10% 20% 30% 40% 50% 60% 70% 80%
ndents could check more than one o tion
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Fr n f n m n
45%Daily
23%
19%
NotApplicable
Weekly
6%
6%
Hourly
Monthly
1%
0%
Everysixmonths
Onceayear
0% 10% 20% 30% 40% 50%
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Do Residents Visit Community
agesResidents were asked Have ou ever visited acommunitys social networking page?
7%
No
93%
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ResidentVisitstoCommunityPages
40%40
45
30
35
20
25
Percentage ConventionalActiveCommunities
Student
7%
5
10
0
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Social Media & Resident
ommun ca onConventional
Average
Importance:
9%
4%
7%
8
9
VeryImportant10
.
16%
8%
9%
5
6
7
StudentAverage
Importance:
4.726%
7%
6%
2
3
4
25%
4%
Notat
all
important
0
1
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What Information Are Residents
oo ng or 62%
57%
eewhatotherpeoplearesayingaboutthe
community
onductpreliminaryresearchaboutthe
tments,floorplansand/orunitavailability
37%
11%
Finddiscountsordealsrelatedtosigninga
lease
ontactastaffmemberaboutschedulingan
onsite visit
9%
9%
Referafriend
Other
8%
0% 20% 40% 60% 80%
Initiatetheleasingprocesstoliveatthe
community
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Primary Use of a Communitys
oc a e a e52%
20%
Learnaboutcommunityeventsand/or
activities
Providepositive
feedback
regarding
someas ectofthecommunit
9%Other
Askaquestionaboutamaintenance
6%
issue
Providenegativefeedbackregarding
someaspectofthecommunity
5%
0% 10% 20% 30% 40% 50% 60%
Askaquestionaboutaleaserenewal
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Initial results indicate social media is currentl alow priority for resident / community interaction.
24 percent of residents in conventional housingo no engage n soc a ne wor ng a a .
Very little change in resident data during first six.
Generational differences regarding usage exist:student vs. conventional.
Residents perspective regarding importance of
communication doesnt change much.
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communitys social networking page
1. See what others are saying about a community
2. A artment research
3. Find a discount or deal
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Robert Turnbull
o- oun er res en , en
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Top 5 Reasons Companies Are
care o oc a e a
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Top 5 Reasons Companies Are
care o oc a e aEm lo ees will waste time.According to emarketer, there are 30 millionmillion
SmartphonesSmartphones in the United States. ''
InternetInternet - on breaks, at lunch, in the bathroom, youname it.
-terms of research, communication, and speed - is faris fargreater than the threat of lost productivity.greater than the threat of lost productivity.
Com anies have a ri ht to make olicies and rulesabout personal use of the Internet, but blocking itbut blocking it
during work is just not smart.during work is just not smart.
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Top 5 Reasons Companies Are
care o oc a e a
There may be things you need to changeThere may be things you need to change, ,
should thank them for letting you know whatthey are. Then you should make changes.
If you have built an online community thatincludes people who don't hate you, thatthatcommunity will rise to your defensecommunity will rise to your defense and
they will handle the problem for you.
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Top 5 Reasons Companies Are
'care o oc a e a
.Message control is an illusion. Give it up.
Your customers are emailin Tweetin Facebookinand that old standby - calling - their friends aboutabouttheir experience with your brand.their experience with your brand. You don't have
.You might as well join the conversationYou might as well join the conversation. At least
that wa ou can influence what is bein said.
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Top 5 Reasons Companies Are
care o oc a e a
It's not reallycheap, or free. ,
how to use them takes experience andexperience andperspectiveperspective.
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Top 5 Reasons Companies Are
' 'care o oc a e a
All regular business practices remain theAll regular business practices remain the
, . ., .
Youre not changing the message, just where
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tripadvisor,amazon,rottentomatoes,etc.
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Is not always
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Mostlyits
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w.yelp.com
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First thin s first:Go to GoogleGoogle and set up alert emailsalert emails with your
company keyword, your name and your URL. Theno to TechnoratiTechnorati and do a search there as well. Kee
these searches fresh.
'
and create an action plancreate an action plan based on what you'rereading.
Once you are fully committed, start reaching out tostart reaching out to
customerscustomers (happy and, most importantly, not happy)and join in.
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Anal ze each medium:Every tool is differentEvery tool is different and this is another place
where marketers can go wrong.
Blogging is not Twitter is not Flickr is notFacebook. The rules changeThe rules change from one to the
o er an you ave o now w a ey are e oreengaging.
How do people get value in each network and
how can you add to it?how can you add to it?
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Conduct mock trials: There is benefit to walking through different scenarioswalking through different scenarios
before jumping in. Imagine you create a Twitter account.
What would you say each day? How will you add friends? How will ou sta on to of re lies and direct
messages? How will you add value? How will ou res ond to criticism?
These are all points that need to be discussed andcan be done sitting around a table and talking.
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Start slow:Do NOT go out and sign up for a Facebook page,
Twitter account, blog, flickr profile and MySpace pageall in one da . Social media burnoutSocial media burnout is for contentcreators as well as content consumers.
slowslow.
and add networks into the fold. Any additions should
compliment your effort and be on strategy.
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Register your usernameRegister your username. Facebook
MySpace
LinkedIn Twitter
Naymz
dont act fast, someone else can claim your namesomeone else can claim your name.Use a service like KnowEm to quickly check and
, , , ,profile employees, domain, etc. across more than two
hundred social networks.
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s s a no- ra ner, u s surpr s ng y r c y. ouneed to decide where your conflicts occur, howou'll deal with them and how ou introduceand how ou introduce
yourselfyourself.
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'
s s e er. s worse an no av ng s ar eat all.
How many companies have you seen start usinga tool and later abandon it?
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Finall embrace it:
Imagine having a builtbuilt--in feedback loopin feedback loop. Thats ,the business/advertiser.
,swims in these pools every day.
n o ways you can ac ua y n egra e con r u en egra e con r u econtentcontent and social networking into your own websitesand business practices.
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Should I join the conversation?
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Mike Whaling, President
nes
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oc a me a.
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Partner with ex ertsAccess to information, scale
Hit the ground running-
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Still takes timeIs content remarkable, unique?
Outsourcing relationships,
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cons er
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Measure outcomes, not out utsUnderstand the workflow
Stay on message.
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Senior Vice President, Corporatear e ng, e ozzu o roup
Provides strategic marketingdirection for Bozzutos sevencompan es: cqu s ons,Construction, Development,Homebuilding, Land Development,
SalesMark. More than 25 years of multifamily
B.S. in mathematics from Ohio
State University
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SOCIAL MEDIA STRATEGY
cure Your Brand Brand Management
r brand everywhere you can, regardless of whether oryou plan to use it. Its important that you have control of
r identity on the web.
ouve not alread done so set u accounts for ourmunities and corporate brand on facebook, twitter,
ked In, foursquare, Flickr, YouTube and more.
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SET YOUR METRICS - Goals
Brand mana ement - buildin buzz and conversationaround your brand & communities
Better overall brand awareness - new knowledgeabout your customers and how they view your brand
Embrace technology
ncrease res en re en on
Generate leads - more traffic to websites, increasedhone calls/visits referrals
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ert sSocialMedia
Residents&Prospects!
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roper y an ages
Residents&Prospects!linecommunities
otherresidents
a s appen ngon
aroundproperty
atesbuzzabout
property
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n ance your an ages
lcomePage
iness
timonialPagewith
o es mon a s
wsletters
orplans availability
ntests/special
nts
alytics applyHTML
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es en pprec a on en y ran evange s s
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identsMakeTheirOwnEvents
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FabulousPropertyEvents!
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Residents&Prospects!aratec anne rom
book
yforpropertyto
nectwithpeople,
neratingnewleads
sprea nga
ertysbrandname
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weeps a es r ngs ew r en s
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NewResidents!
Champion
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TrainPropertyStaffespon o rospec s
Residents
ManageProperty
ccounts
eport an e erv ceIssues
on tor ct v tyReporting
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Trainin
cusing on quantity of fans and followers, not quality
Ihave10,000followers
Ihaveonly150,but
Ihaveinteracted
w t a o t em
Not
usefulUseful
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Tools
1. Evaluated25+socialmediamanagement
2. Webbased canaccessfromanycomputer
3. Adoptedbymajorbrands
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Tools HootSuite
Setupsearch
columns
for
key
terms
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FoursquareNearbyTips
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TBD
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M r h Im f i l M i
- , , ,posts
Measure Engagement retweets, clicked links,re lies, messa es, likes, wall osts, ratin s,
interaction
Measure Influence - Radian 6, Social Mention
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Gradin 100+ Pro erties
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Search Results
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ew mar et ng pos t on commun tymanager in charge of engaging aran s commun y o o owers
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arketers must now integrate their e-mail
fforts.
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ane scuss onAudience Questions
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,
[email protected]/ (281) 558-4840
,[email protected]/ (770) 617-8812
Mike Whaling, [email protected]/ Text My30 to 88000
Jamie Gorski, The Bozzuto Group
orski bozzuto.com / 301 446-2204