What is social media? How can it be used by property managers to attract and retain residents? How can it be used by non-profits to connect with volunteers and donors? These questions and more are answered with a strategic overview and lots of examples and case studies.
This was originally presented by Mike Whaling of 30 Lines at the Housing Iowa Conference 2009 in Des Moines, Iowa.
3. For today: >> Identify strategies to engage current and prospective customers. >> Identify tools to listen to, join and lead online conversations. >> Incorporate these ideas into daily operations and long-term plans. >> Have our own conversation.
4. “The power of the consumer's voice has never been stronger... It's impacting consumer behavior and how companies operate.” David Daniels, VP & Research Director, Jupiter Research
5. “A great brand can take months, if not years, and millions of dollars to build. It can be destroyed in hours by a blogger upset with your company.” Andy Beal, MarketingPilgrim.com
6. “Over 90% of search engine users either find what they are looking for, revise their search or give up within the first three pages of results.” Search Engine User Behavior Study, iProspect
7. “53% of the content a user reads about a company online comes from sources other than that company’s website...” International Social Media Research, Universal McCann
11. >> It levels the playing field by giving you a voice. >> It gives you a direct connection to your customers and stakeholders. >> It gives your stakeholders a direct connection to each other.
13. Those conversations are powered by… >> Social networks >> Blogs >> Online chat >> Podcasts >> RSS >>Microblogs >> Widgets >> Social bookmarks >> Message boards >> Photo sharing sites >> Video sharing sites >> Wikis >> And much, much more…
14. It’s not… It is… > Traditional marketing > Easy sales/donations > Free > Stand alone > Insightful > Conversational >Targeted > Cross-functional “It’s not how many, it’s how good.” Peter Shankman
15. “The influx of charities and non-profits to platforms like Facebook and Twitter could result in noise, congestion and outright apathy. Spreading awareness of a good cause grows difficult when that good cause starts to seem like spam. If one tweet after another is seeking donations, people might just get fed up.” Caroline McCarthy, CNET
17. Listen >> Understand what your customers are saying about you brand. Network >> Leading the online conversation is the best way to communicate your message. Energize >> Give fans the tools they need to share your message among their peers. Embrace >> Ask clients for new ideas that drive better service and greater innovation. Support >> Enable customers to help each other when service issues arise.
24. Joining the Conversation >> Learn the rules. >> Be interested. Be interesting. >> Leave a trail. >> Start courting customers and influencers.
49. How they make it happen 2.5 employees spend 1-3 hours a day 6-8 compensated resident bloggers
50. Urbane Results >> Website traffic up 65% >> Blog traffic grows 35% monthly >> Participation in Urbane Lobby up 400%
51. Urbane Results >> No paid advertising in past eight months >> Nearly 100% increase in lease conversion >> Rents consistently higher per square foot than local competition >> Brand awareness drives referrals and resident retention
54. Coalition for the Homeless Overall goals: >> Increase online brand recognition >> Reach a new demographic >> Create a dialogue with donors and volunteers >> Position the Coalition as an authority >> Encourage active involvement
55. Five-step process: >> Research and listen >> Lay the groundwork >> Create sites and add content >> Maintain ongoing rhythms >> Evaluate success
56. Orlando “Can” Care Challenge >> Situation: Decrease in food donations >> Idea: Food drive powered by social media >> Goal: Collect 400 pounds of food >> Implementation: Blog, Twitter, Facebook, Flickr >> Result: Raised 1,000+ pounds of food
57. “Social media matters to the Coalition because when they needed extra help, their online network – people who were strangers just months ago – stepped up to the plate.”
61. Clients, prospects, vendors, shareholders>> Online tactics don’t play out in a vacuum, and they don’t replace current offline efforts.
62. Start here: >> Sign up for Google Alerts. >> Create a Facebook Page. >> Claim your Twitter account. >> Join one local/industry-specific site. >> Get blogging!
64. Build your presence. >> Create communication hubs. >> Set up profile pages. >> Keep the message consistent. >> Don’t forget maps and listings sites. >> Keep them current.
65. Steer the message. Photo credit: peminumkopi, Flickr
66. Steer the Message >> Create for your audience, not your ego. >> Embrace influencers. >> Use tools to spread your reach.
67. Track your progress. Photo credit: Craig Rodway, Flickr
68. Tracking Your Success: >> Google Analytics >>Quantcast >>Feedburner >> Facebook Insights >> Yahoo Analytics >>Technorati >>IceRocket
74. Look at the whole picture. >> Your brand is how people perceive you. What others say about you is more important than ever. >> Like it or not, social media leads to conversations about your company. Participating helps you control the message.
75. Let’s connect. Mike Whaling 386.795.8000 mike@30lines.com 30lines.com Facebook.com/30lines Twitter.com/30lines Slides at SlideShare.net/30lines