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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 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®
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Overcoming Social Marketing Challenges in Multifamily
Steve Lefkovits Krista Lutz Castillo Jared Miller Charity Zierten
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CHOOSING NETWORKS BASED ON TARGET DEMOGRAPHIC
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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
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KEEPING UP WITH EMERGING SOCIAL NETWORKS & CHANGES
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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
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CREATING ACTIONABLE STRATEGIES
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WHO HAS A WRITTEN STRATEGY?
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SAMPLE OF SIMPLE STRATEGY
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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
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GENERATING INTERNALINTEREST & BUY-IN
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HOW CAN YOU CREATE A SOCIAL CULTURE WHEN YOU DON’T HIRE WITH THAT IN MIND?
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ARE YOUR TEAMS COMPETITIVE?
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TAKEAWAYS:• Create a social company culture and include
in talent acquisition• Recognize excellence and goal achievement• Encourage employee competitions based on
engagement
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REPUTATION MANAGEMENT
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DO YOU THINK STARWOOD TRACKS THE CORRELATION BETWEEN REVIEWS &
RESERVATIONS?
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WHAT DO YOUR TEAMS DO WHEN THAT HAPPY RESIDENT COMES TO THE OFFICE?
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WHAT ARE HOTELS DOING?
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WHAT ARE HOTELS DOING?
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WHAT ARE HOTELS DOING?
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WHAT ARE HOTELS DOING?
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TAKEAWAYS:• Track lead volume in relation to ROI• Regularly monitor reputation• Ask for reviews • Emulate hospitality review responses
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RESOURCES, COORDINATING ACTIVITY & TIME MANAGEMENT
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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
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BRIDGING THE GAP BETWEEN THEAGENCY AND SITE-LEVEL
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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
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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
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TRAINING & TOOLS
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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
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MEASUREMENT &RETURN ON INVESTMENT
35Image Credit: socmedsean.com
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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
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DISCUSSION, QUESTION & ANSWER
Steve Lefkovits Jared Miller Krista Lutz Castillo Charity Zierten
Overcoming Social Marketing Challenges in Multifamily
