south park, social media and your organization
DESCRIPTION
Steve Gilbert of Mission Residential presents thoughts on managing and thriving with online review sites from an apartment industry perspective.TRANSCRIPT
AIM 2010
South Park, Social Media and Your Organization:
The Philosophy Behind It All
Steve GilbertSr. Marketing & Internet Advertising Associate
Mission Residential
Steve GilbertSenior Marketing & Internet Advertising AssociateMission Residentialwww.MissionResidential.com
• Social Media – Technology or Philosophy?• Democratization of Company Performance• “You No Longer Control Your Brand Message”
Easily Accessible User Generated Content is Already Out There• Better Business Bureau• ApartmentRatings.com• Yelp• RentWiki.com• Google Side Wiki
“You can’t beat ‘em… JOIN ‘EM”
THE CHALLENGE
• BEWARE THE MONKEY!– Be transparent– Encourage feedback from customers– Monitor what is said– Engage who is saying it– Enforce accountability and action– Don’t be a fake
WHAT IS THE PAY OFF? Separate the positive customer satisfaction performers from the bad.
THE NATURE OF SOCIAL MEDIA
• The “Good” – 10% of Reviews– “The leasing manger, David is outstanding. He was on top of things
from the moment I walked thru the door.”
• The “Bad” – 85% of Reviews– “It is pretty ludicrous to charge money to pay rent on line.”
• The “Ugly” – 5% of Reviews– “The resident needs to have the pool open on Sunday so that she can
baptize her kids.”
THE NATURE OF PEOPLE
SOCIAL MEDIA – PROFIT, RIGHT!
PHASE 1 PHASE 2 PHASE 3
Collect customer reviews ? Profit
BUT, EVERYONE ELSE IS DOING IT…
•Acceptance
•Ownership
•Embrace
•Encourage
•Act
•Measure
Buy-in?
Resources?
Corporate Culture?
Push/Pull Strategy?
Resident Retention
Plan
Tie-in with Existing
Branding?
Annual Resident Survey?
Response Protocol?
UGC/3rd Party or Both?
Tie-in with Employee
Bonus Program?
Thank You Gifts?
Other Incentives?
Lead Generation?
Integrate with Resale/
CRMS?
Recognition Program?
Resident Retention
Resident Referrals
Turnover Expenses
Content Quantity
Content Quality
Customer Satisfaction
CONNECTING THE DOTS…
Marketing
Operations
Customer Service
Human Resour
ces
Social Media
IT’S ALL MARKETING’S (circle one) FAULT / ACHEIVEMENT
Offer Residents a $200 Referral
Bonus
My Residents Visit My Website and Use Social Media
Reward Your Residents who
help promote your property
“You Suck”“Hi, my name is Steve and I want
to help you.”
Perception – This Company Cares and Wants to
Help
“You Rock”“Thanks! Do you mind sharing this with the world?”
Lead Generation
LEVERAGING REVIEWS INTO DESIRED RESULTS
• Short-Term– Set a monthly benchmark and incentive for positive user generated content– Set a short term benchmark for ApartmentRatings.com and other ratings sites –
“Set it and they will Come”– Develop a motivational program that identifies key performers within your
organization
• Mid-Term– Create and set monthly customer satisfaction survey goals– Define and set attainable resident renewal percentage goals– Identify realistic turnover expense reductions– Increase resident referrals from existing review boards
• Long-Term– PROFIT! $1,500 - $2,500+ bottom line impact per resident saved– Leverage reviews to identify and recognize achievers
GOALS AND BENCHMARKS OF SOCIAL MEDIA
• Social media is a philosophy espoused through your business objectives and driven with customer satisfaction
• Develop a plan that is congruent to your organization, culture, resources and expectations – one size does not fit all
• Have a clearly defined plan that is shared across your organization
• Positive or negative reviews pose the same opportunity for improved customer perception – it’s all about how you respond
SUMMARY
• Feel free to e-mail me…– [email protected]– www.missionresidential.com
QUESTIONS, COMMENTS, COMPLAINTS?