Finally, a Social Media Plan that Works - presented to the Texas Apartment Association, 2012

Finally,
a Social Media
Plan that Works
Presented by Lisa Trosien by Lisa Trosien,
Presented
ApartmentExpert.com

WHY YOU SHOULD HAVE
A SOCIAL MEDIA PLAN
Presented by Lisa Trosien,
ApartmentExpert.com

Today’s
renter
has changed

ApartmentExpert.com

ApartmentExpert.com

•1 in 5
couples meets

onlinePresented by Lisa Trosien,
ApartmentExpert.com

…and sadly, 1 in 5 divorces
are blamed on Facebook

ApartmentExpert.com

And even
walking is
now
considered
dangerous

ApartmentExpert.com

1 How they get information

2 How they engage with one
another (and brands)

3 How they make buying
decisions
ApartmentExpert.com

Shopping For/Researching
Apartments
When were/will be shopping for an apartment, sources of information used/to use
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Total
Online apartment listing/shopping website 77.8% 81.8% 78.1% 74.8% 76.7% 56.9% 79.0%
Apartment community's (or management company's) website 81.5% 82.0% 73.4% 69.2% 74.9% 62.7% 78.5%
Driving in neighborhoods I want to live in 64.9% 70.1% 67.8% 68.8% 74.4% 78.4% 68.9%
Referrals (friends, co-workers) 58.9% 61.9% 56.8% 52.7% 57.3% 56.9% 59.2%
Search engine 59.2% 57.8% 51.2% 50.6% 44.9% 29.4% 55.1%
Ratings and reviews website 51.0% 57.9% 46.2% 41.7% 40.5% 35.3% 51.6%
Printed apartment guide 27.9% 30.4% 36.6% 35.4% 37.9% 37.3% 32.0%
Apt community's (or mgmt company's) social networking page 19.6% 14.1% 11.9% 8.9% 6.6% 9.8% 13.8%
Newspaper advertising 13.0% 12.6% 14.0% 13.8% 19.8% 15.7% 13.5%
Yellow pages 2.2% 1.6% 3.2% 3.3% 5.7% 7.8% 2.5%
Total 19.4% 46.3% 16.6% 10.8% 5.7% 1.3% 100.0%
Source: SatisFacts Research (www.SatisFacts.com)

Validated online advertising as the top source
of info when shopping, with ratings/review
sites heavily utilized (51%).
ApartmentExpert.com

The Evolution of Search

ApartmentExpert.com

Recommendations Build Trust
• 91% say reviews are #1 aid to buying
decisions
• 25% of Americans they have posted
reviews about products/services they
buy
• ApartmentRatings.com – 1M+
visitors/month
• People are suspicious of ‘perfect’ reviews

ApartmentExpert.com

26% of multifamily
professionals say they have
written a false review on
Apartment Ratings

ApartmentExpert.com

72% of consumers trust web
reviews as much as they trust
personal recommendations
-2012PresentedConsumer Review Survey
Local by Lisa Trosien,
ApartmentExpert.com

It’s no
longer
‘word of
mouth’...

ApartmentExpert.com

It’s ‘World of Mouth’

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DEFINING
YOUR STRATEGY
ApartmentExpert.com

It’s not quite this difficult…

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But Boo Makes it Look Easy

ApartmentExpert.com

Yes, that’s: All for a dog
22, 587 “likes” with a funny
658 comments haircut
1968 shares
ApartmentExpert.com

Leases?
Retention?
Reputation
Management?
All Three?
ApartmentExpert.com

• Who are you?
• What’s your personality? Your ‘brand’?
• Why are you different? Better?
Photo credit:
ApartmentExpert.com TheWho.com

“44% of consumers say the
majority of their Customer
Experiences are “bland”...”

Source data point: strategic resource development group Presented by Lisa Trosien,
ApartmentExpert.com

69% of consumers say
emotions count for over half
their customer experience

Source data point: strategic resource development group Presented by Lisa Trosien,
ApartmentExpert.com

Make it something I care about

Make it fun, credible and memorable

Make it something I can easily tell others

Be true, so I don’t like to look like a liar

ApartmentExpert.com

Shopping For/Researching Apartments
Use a smart phone or tablet to help research during most recent apartment search for a new apartment
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Total
Yes 29.2% 30.1% 25.3% 15.4% 12.0% 13.5% 26.3%
No 70.8% 69.9% 74.7% 84.6% 88.0% 86.5% 73.7%
Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

A quarter of respondents used a
smart phone or tablet in their
most recent apartment search.
ApartmentExpert.com

Social Mobile
• 5.6 Billion
Phones
• Smart Phones
growth
• iPads and Tablets

Do You HAVE a Mobile Site?

ApartmentExpert.com

No Mobile Site?
• 60% unlikely to return

• 40% would actually visit a
competitor’s site.

• 63% less likely to buy from the
same company through other
channels Presented by Lisa Trosien,
ApartmentExpert.com

Responsive Web Design

ApartmentExpert.com

The Numbers
Gartner predicts that by the end of
2012, the number one way that
consumers will be interacting with the
Internet is via their smartphones and
tablets

ApartmentExpert.com

How many???
• 350 million users of Facebook’s 800 million
users are accessing via smartphone
• Majority of Twitter traffic from mobile 55%
• 400 Million YouTube views on Mobile devices
per day

ApartmentExpert.com

• Social media has given
customers a public
megaphone for praise and
dissatisfaction.

ApartmentExpert.com

SELECTING SOURCES
ApartmentExpert.com

wrong
ApartmentExpert.com

right
ApartmentExpert.com

What
should
you do?Presented by Lisa Trosien,
ApartmentExpert.com

Tools to Manage
Your Media

Source: Erica Campbell, For Rent Media Solutions
ApartmentExpert.com

ENGAGEMENT
ApartmentExpert.com

Create
Comment
Guidelines
ApartmentExpert.com

Create a
Content
Calendar
ApartmentExpert.com

Conventional media combines with Social
ApartmentExpert.com

Foursquare
Apartment Community Encourages Tipping – Leave a Good Tip to Win Gift
Card

ApartmentExpert.com

What Would Your Mayor Say?

ApartmentExpert.com

62% of
messages,
updates
and
comments

71% of
daily “fan’
Presented by Lisa Trosien, activity
ApartmentExpert.com

Frequency

• Engagement rates on Thursday and Friday are
18% higher than other days of the week.
• Research suggests 7a, 11a, 3p, 5p and 11p for
posting.
• Don’t overwhelm your followers.
» Source: Buddy Media, Socially Engaged – Charity Hisle

ApartmentExpert.com

Engagement
• Fill in the blank posts generate about 90%
more engagement than the average post
• Posts that end with a question have a 15%
higher engagement rate.
• Source: Facebook, Socially Engaged – Charity Hisle

ApartmentExpert.com

Engagement
• Posts including a photo album, a picture
or video generate about 180%, 120%,
and 100% more engagement than a text
only post.
– Source: Socially Engaged, Charity Hisle

ApartmentExpert.com

Engagement

ApartmentExpert.com

Avoid Etiquette Pitfalls
• Not following back
• Being faceless
• Clueless cross-post
• Being a robot
• Acting like you know me
• Being inconsistent
• Engaging and ignoring
• Talking like a marketroid
• Being pushy
– Radian 6
ApartmentExpert.com

RESPONDING

ApartmentExpert.com

The most important objectives for
responding:
• Demonstrate that you’re listening
• Be accountable, provide solutions, and solve problems
• Attempt to change perceptions
• Win over new residents

• Source: Socially Engaged, Charity Hisle
ApartmentExpert.com

Responding Builds Trust

ApartmentExpert.com

Be Gracious with Idiots
• 1. Decide whether or not the item warrants
a response
• 2. Acknowledge the issue
• 3. Find out what went wrong
• 4. If there’s misinformation, correct it
• 5. If you have a solution at the ready, offer
it
–Radian 6 Presented by Lisa Trosien,
ApartmentExpert.com

Be Gracious with Idiots
• 6. Realize that not everything needs fixing
• 7. Don’t be terse or defensive
• 8. Respond in public whenever possible,
and bring the right person to the
conversation
• 9. Be creative about what’s next
• 10. Say thank you
–Radian 6 Presented by Lisa Trosien,
ApartmentExpert.com

CONTROLLING THE CONVERSATION

ApartmentExpert.com

So, how do you control
inaccurate and divergent
conversations ?

YOU DON’T

ApartmentExpert.com

YOU
INFLUENCE IT

ApartmentExpert.com

• …if you want to eliminate bad reviews, it’s important
that you encourage users to provide
their own honest offering. This means
asking your customers to leave comments and
providing an easy way for them to do so – often a URL
on a business card or a link on your website. If your
service is up to scratch, falsified reviews
that previously damaged your brand can
be buried by genuine users quickly and
easily.
Source: Can Internet Users Trust Review Sites?
– Internet Marketing Blog
ApartmentExpert.com

Reciprocity

• People say ‘yes’ to
those they owe.
• Robert Cialdini,
“Influence”

ApartmentExpert.com

Your Apartment Community: Posting Comments
Posting comments about community
18 - 24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Total
If asked by my apartment community, I would post a positive comment on
their Facebook page or on a ratings site like apartmentratings.com 65.6% 63.5% 62.7% 57.1% 53.3% 60.0% 62.5%
My apartment community has asked me to post a positive comment on
their Facebook page or on a ratings site like apartmentratings.com 11.2% 7.6% 10.3% 8.3% 7.1% 7.8% 8.8%
I have posted a positive comment on my apartment community's
Facebook page or on a ratings site like apartmentratings.com 9.7% 8.2% 9.4% 9.2% 6.7% 15.7% 8.8%
I have posted a negative comment on my apartment community's
Facebook page or on a ratings site like apartmentratings.com 5.6% 4.8% 5.3% 5.0% 3.1% 2.0% 4.9%

Nearly two-thirds stated that if asked by staff they would post a positive comment, however less
than 9% have been asked. An equally small percent have posted a positive comment; about 5%
have posted a negative comment.
As it relates to a property’s “online reputation,” note that the most powerful way to positively
impact it is to reduce dissatisfaction, which is accomplished by focusing on what residents said
matter most to them. Managing a property’s online reputation begins with managing the resident
experience.

ApartmentExpert.com

Consumers are beginning in a very real sense to
own our brands and participate in their creation
… We need to begin to learn to let go.

A.G. Lafley, CEO and Chairman of P&G, October 2006

ApartmentExpert.com

TEN FINAL TIPS

ApartmentExpert.com

Integrate
social
touchpoints
into your
models and
leasing
center
ApartmentExpert.com

Eavesdrop

ApartmentExpert.com

Eavesdrop
ApartmentExpert.com

“Socialize”
your ads

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Your new ad
requirements

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Socialize Your Signage

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• “Strategic users are almost three
times more likely to execute
activities for engaging prospects
than informal users”

ApartmentExpert.com

Find a Balance

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•Don’t be afraid
to outsource
ApartmentExpert.com

Questions?
• Contact me directly for information about this
presentation or any others I can make for your
organization.
– Lisa Trosien
– www.ApartmentExpert.com
– Lisa@ApartmentExpert.com
– Phone: 630-898-8898
– Facebook.com/ApartmentExpert
– Twitter: @LisaTrosien
– Pinterest.com/Lisa_Trosien/

Presented by Lisa Trosien, ApartmentExpert.com

Finally, a Social Media Plan that Works - presented to the Texas Apartment Association, 2012

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