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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.
“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
“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
“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
“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
>> More popular than email
>> Twitter bigger than NY Times
>> Facebook – 300M users
>> 77% read blogs
>> 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.
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…
It’s not…
> Traditional marketing> Easy sales/donations> Free> Stand alone
> Insightful> Conversational> Targeted> Cross-functional
It is…
“It’s not how many, it’s how good.”Peter Shankman
“The influx of charities and non-profits to platforms like Facebook and Twitter could result in noise, congestion and outright apathy. Spreading awareness ofa 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
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.
Tools for Listening:>> Search Engines
>> Google Alerts
>> Filtrbox
>> Technorati
>> BoardTracker
>> RSS
>> Bit.ly
>> TweetBeep / Twilert
>> Review Sites
>> Trackur
>> Radian6
>> OneRiot
Joining the Conversation>> Learn the rules.
>> Be interested. Be interesting.
>> Leave a trail.
>> Start courting customers and influencers.
Tools for Networking:>> Website
>> Blogs
>> Social Networks
>> Video Sharing
>> Social Networks
>> Photo Sharing
>> Discussion Boards
Tools for Energizing:>> ShareThis
>> StumbleUpon
>> Digg
>> Ning
>> Video Sharing
>> Blogs
>> Widgets
>> Social Bookmarks
>> Web Applications
>> Photo Sharing
Tools for Embracing:>> SuggestionBox
>> GetSatisfaction
>> Surveys
>> Yelp
>> IdeaScale
>> Polls
>> Social Networks
>> Kudzu
>> Facebook Fan Page
Tools for Supporting:>> GetSatisfaction
>> Google Groups
>> Customer forums
>> Wikis
>> Yahoo Answers
>> Review Sites
>> How-to videos
Urbane goals>> Reduce spending on paid listings
>> Build sense of community and exclusivity
>> Sell a lifestyle and experience
Urbane Results>> Website traffic up 65%>> Blog traffic grows 35% monthly>> Participation in Urbane Lobby up
400%
>> 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
Urbane Results
Coalition for the HomelessOverall 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
Five-step process:>> Research and listen
>> Lay the groundwork
>> Create sites and add content
>> Maintain ongoing rhythms
>> Evaluate success
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
“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.”
Pin down your goals.
>> It’s not just about marketing.• Customer service, public relations, recruiting• Clients, prospects, vendors, shareholders
>> Online tactics don’t play out in a vacuum, and they don’t replace current offline efforts.
Start here:
>> Sign up for Google Alerts.
>> Create a Facebook Page.
>> Claim your Twitter account.
>> Join one local/industry-specific site.
>> Get blogging!
Build your presence.>> Create communication hubs.
>> Set up profile pages.
>> Keep the message consistent.
>> Don’t forget maps and listings sites.
>> Keep them current.
Steer the Message
>> Create for your audience, not your ego.
>> Embrace influencers.
>> Use tools to spread your reach.
Tracking Your Success:>> Google Analytics
>> Quantcast
>> Feedburner
>> Facebook Insights
>> Yahoo Analytics
>> Technorati
>> IceRocket
Obstacles>> What’s the ROI? – “Risk Of Inaction”
>> “It’s a fad.” – Fundamental change in habits
>> “I don’t have the time.”
Keep learning.
>> Groundswell
>> Trust Agents (and ChrisBrogan.com)
>> SearchEngineGuide.com
>> SocialMediaToday.com
>> Hello! My Name is Scott.
Industry resources
>> MultifamilyInsiders.com
>> PropertyManager.com
>> ApartmentMarketingBlog.com
>> TheApartmentNerd.com
>> ApartmentVeteran.com
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.
Let’s connect.
Mike [email protected]
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