overcoming social media marketing challenges in the multifamily industry for property managers and...

Overcoming Social Marketing Challenges in Multifamily

Steve Lefkovits Krista Lutz Castillo Jared Miller Charity Zierten

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CHOOSING NETWORKS BASED ON TARGET DEMOGRAPHIC

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TAKEAWAYS:• Participate and advertise on networks that

residents and prospects prefer • Share content consistent with the culture of

the individual network• Brand consistently across networks• Monitor new networks for future

opportunities to engage or advertise

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KEEPING UP WITH EMERGING SOCIAL NETWORKS & CHANGES

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TAKEAWAYS:• Evaluate how competitors and local

businesses utilize new networks• Cautiously engage on new networks • Quarterly social marketing training to

address network changes and emerging social networks

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CREATING ACTIONABLE STRATEGIES

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WHO HAS A WRITTEN STRATEGY?

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SAMPLE OF SIMPLE STRATEGY

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TAKEAWAYS:• Evaluate online presence(s) of competitors

and local businesses• Benchmark data before establishing goals• Objectives (SMART), Tools, Tactics• Integration and building an audience• Sample content calendars and campaigns• Launch strategy• Measurement calendar

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GENERATING INTERNALINTEREST & BUY-IN

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HOW CAN YOU CREATE A SOCIAL CULTURE WHEN YOU DON’T HIRE WITH THAT IN MIND?

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ARE YOUR TEAMS COMPETITIVE?

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TAKEAWAYS:• Create a social company culture and include

in talent acquisition• Recognize excellence and goal achievement• Encourage employee competitions based on

engagement

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REPUTATION MANAGEMENT

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DO YOU THINK STARWOOD TRACKS THE CORRELATION BETWEEN REVIEWS &

RESERVATIONS?

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WHAT DO YOUR TEAMS DO WHEN THAT HAPPY RESIDENT COMES TO THE OFFICE?

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WHAT ARE HOTELS DOING?

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WHAT ARE HOTELS DOING?

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WHAT ARE HOTELS DOING?

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WHAT ARE HOTELS DOING?

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TAKEAWAYS:• Track lead volume in relation to ROI• Regularly monitor reputation• Ask for reviews • Emulate hospitality review responses

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RESOURCES, COORDINATING ACTIVITY & TIME MANAGEMENT

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TAKEAWAYS:• Include social network management time

within daily scheduled activities• Set expectations for quantity and location of

updates• Create a repository of on-site team blog

posts to generate ideas• Train professionals seeking advancement by

sharing online resources

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BRIDGING THE GAP BETWEEN THEAGENCY AND SITE-LEVEL

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TAKEAWAYS:• It is critical to schedule regular meetings • Determine who “owns” social media

responsibilities onsite• For authenticity, onsite teams should also

post twice a week• GET INVOLVED in the creative process

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CREATING & CURATING CONTENT

Matthew Jacques

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TAKEAWAYS:• The right tools make finding and creating

interesting (and relevant) content simple• “Write once, publish to many” distribution

strategy• Tools make a difference:

Content planning, draft and proof management, monitoring and responding to comments

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TRAINING & TOOLS

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TAKEAWAYS:• Include a range of training resources

available for the onsite teams• Establish a go-to destination blog with links

to learn about new and changing technology

• Regularly scheduled monthly presentations

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MEASUREMENT &RETURN ON INVESTMENT

35Image Credit: socmedsean.com

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TAKEAWAYS:• Conversion is not the only goal, there are

other measurable goals that can be used to determine ROI

• Share the results of your progress with your team, focusing on goals

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DISCUSSION, QUESTION & ANSWER

Steve Lefkovits Jared Miller Krista Lutz Castillo Charity Zierten

Overcoming Social Marketing Challenges in Multifamily