Demystifying Social Media

Israel Carunungan

Vice President of Marketing

The Bozzuto GroupApril 30, 2009

• Two-time Property Management Company of the Year by NAHB Pillars Multifamily (2000 and 2009)

• 28,000 apartment homes / 95 properties in 6 States• Two-thirds of portfolio is third-party ownership• 700+ onsite personnel• Product types from ultra-luxury to affordable housing

MYTH: Social Media Is Just a Fad

MYTH: Social Media Is Just a Fad

If I ignore it, it’ll go away

It’s a two-way dialogue now

We no longer have exclusive control of the message

I’m scared people will say bad things about my property

MYTH: Social Media Generates Leads Like the ILSs

LEADS

LEASES

APARTMENTLISTING

Subscription ModelLocator Services

Marketing from the Inside Out

BOZZUTOEVANGELISTS

RESIDENTS

SOCIAL MEDIA

Online CommunitiesBlogs/MicroblogsPhoto & Video SharingPeer ReviewsSocial NetworksLong Tail MarketingOnline Referral

Customer InteractionResident Surveys

Proactive Onsite ApproachWord of Mouth / Resident Referral

Resident Retention

Happy Bozzuto Resident

MYTH: Social Media Is Easy

“Set it and Forget it!”

MYTH: Social Media Is EasyCommunity News

Resident Events

Neighborhood Activities

Resident Posts, Photos, Videos,

Updates, Updates, Updates

MYTH: Social Media Is Easy

And It Ain’t a Magic Bullet Either

Marketing / Advertising Branding Resident Retention Customer Service

FACT: Social Media is Full of Opportunities

Know what people are saying

DO NOT IGNORE IT!

Participate in the conversation

Leverage the technology

“Energize Your Base”

Don’t be afraid of feedback

FACT: Social Media is Full of Opportunities

Israel Carunungan

icarunungan@bozzuto.com

http://twitter.com/MktgGuru

http://www.linkedin.com/in/israelcarunungan