melinda emerson using social media_in_housing_6-18-10.vfinal
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Using Social Media in Housing
This presentation will help you:• Understand Social Media Basics• Build Community Using Social Media• Industry Best Practices• Potential Pitfalls• Build an Action Plan
www.becomeyourownbossbook.com
Using Social Media in Housing
www.becomeyourownbossbook.com
www.becomeyourownbossbook.com
Using Social Media in Housing
Social Media is Changing the World
• The Customer is Driving the Conversation• Deepening Relationships• Facilitating Collaboration• Improving Infrastructure• Increasing Brand/Cause Awareness
www.becomeyourownbossbook.com
Social Media Myths
Do people make money on Twitter?
I have a LinkedIn profile, but no one ever contacts me.
Isn’t social media just for the 20 somethings?
I want to start blogging, but what should I write about?
www.becomeyourownbossbook.com
Using Social Media in Housing
Nearly 1 in 5 adults say they visit blogs, communities or social networks daily
Facebook is the No. 1 global social networking site
Twitter is the fastest-growing Web brand
LinkedIn is currently reaching 60 million users in the US and 79.6 million globally •57% are men vs. 43% are women •67% income 60K or higher •82% have a college degree
www.becomeyourownbossbook.com
Using Social Media in Housing
Seniors Feel Very Comfortable Online
According to AARP study:• 27% of people 50+ use the internet•Facebook is most popular as are LinkedIn & Twitter •57% use a desktop computer •26% use a laptop•70% were told about social media by a child or grandchild
www.becomeyourownbossbook.com
Social Media Myths
**READ ALOUD**“Social Media is not like other marketing practices. It’s not a
one-way street. You must listen first and add value to
the conversation”www.becomeyourownbossbook.com
Using Social Media in Housing
Social Media Triple ROI
www.becomeyourownbossbook.com
Using Social Media in Housing
So, What’s the Secret to Social Media?
Listen, Connect, Share, Engage!
www.becomeyourownbossbook.com
Using Social Media in Housing
Taking the First Steps
Where do you need to get started hanging out online?
Using Social Media in Housing
Resident Engagement
Exclusive BrandCommunity Blog
Specialized Social Network
Urbane Apartments Royal Oaks, MI
300 units
Using Social Media in Housing
Attraction StrategyCraig’s List
TwitterLinkedIn
Facebook Bingo
Milestone ManagementDallas, TX
140 properties / 40K units
www.becomeyourownbossbook.com
Using Social Media in Housing
Training Resources
AARP.org/technologyHow to articles
30 Million ReadershipTaking the lead
Pilot program in TX & FL for volunteers
www.becomeyourownbossbook.com
Using Social Media in Housing
**READ ALOUD**Effective Social Media is a
Marathon Not a Sprint.You Must Dedicate
Resources to be Effective with Social Media!
www.becomeyourownbossbook.com
What Do You Need to Build a Social Media Brand?
•Know Your Niche Customer•Know Your Keywords•Professional Website •Strategy•Action Plan
Using Social Media in Housing
www.becomeyourownbossbook.com
How Do You Build It?Brand Your Profile —Make it clear it is a company profile
Develop Unique Content —Blogs, videos and/or photos of your community events
Develop Interactive Content—Encourage your audience to engage with your brand & invite your community to create content
www.becomeyourownbossbook.com
Using Social Media in Housing
Using Social Media in Housing
Who’s Your Audience?
• The clearer the niche the better• What is the size of your market?• How does your market spend time
online?• What are the trends of your audience?• Poll your potential audience
www.becomeyourownbossbook.com
Using Social Media in Housing
Keywords: The words your potential customers use when searching for your product or service online.
How do you find keywords? Use your industry knowledgeTalk to customers Search competitor websites
ww.becomeyourownbossbook.com
Using Social Media in Housing
Keyword Research Tools: • Google Keyword Suggestion Tool• WordTracker• Keyword Discovery• Overture
www.becomeyourownbossbook.com
Using Social Media in Housing
•The Give to Get Principle
•Use 4:1 Ratio
•Use Software to Manage Your Real-time Content
www.becomeyourownbossbook.com
Using Social Media in Housing
What is a Blog? An online journal written by one person or a team of people
focused on a particular area of interest.
Why Blog?
• Demonstrate expertise or mission• Keep your website updated • Communicate directly with your audience
www.becomeyourownbossbook.com
Using Social Media in Housing
Successful blogs have 3 key things:
• Well-written • Use a Conversational style • Updated 2-3 times a week
www.becomeyourownbossbook.com
Using Social Media in Housing
Why do some social media campaigns fail?
• No plan• Inconsistent activity• No niche customer• Lack of authenticity• Too overly promotional
www.becomeyourownbossbook.com
Using Social Media in Housing
Making A Big Splash OnlineCreate a Special Report: An informational report that you create on your own, to build "buzz" among your target audience.
Create a Resource Group or Interactive Community: Facebook, Linkedin and Ning are all services for creating your own group
Launch a Blog
www.becomeyourownbossbook.com
Melinda’s Book
Adams Media
March 2010
Amazon.com bn.com
BordersBarnes & Noble
www.becomeyourownbossbook.com
Helpful Business Resources
www.succeedasyourownboss.com
Connect on Linkedin
@Smallbizlady on Twitter#SmallBizChat Wed 8-9p ET
Like my Facebook fan page
www.becomeyourownbossbook.com
Social Media Action Plan
• Develop 3, 6 & 12 month goals
• Assign one person in the company to oversee the social media
• Start researching where your customers spend time online
• Build your company social profile on at least the top three sites
• Start developing content at least three months before the blog launch
www.becomeyourownbossbook.com
Using Social Media in Housing
Your Current and Future Customers are Online Using Social Media.
Every Business is Expected to Have a Social Media Presence.
The Sooner You Start, the Sooner You Can Start
Reaping the Rewards. www.becomeyourownbossbook.com
Contact Me
Melinda Emerson Social Media Coach
610-352-0680www.becomeyourownbossbook.commelinda@melindaemerson.com
