Comparative Analysis

Social Web Strategy: Subject Competitor Competitor

Social Media

Extension of investor relations website, below average connection to customer. Note: 464

likes, 13 talking about.

General Information on the company. Not

updated. Poor use of social web. 224 likes, 4

talking about.

Recipes, Sweepstakes, real-time response to customer concerns.

Excellent. 6,723 likes, 39 talking about.

Extension of investor relations website, No

connection to customer. Current followers =

2,350

Two Posts. Both on their 1st day (August 9th). No

effort, no presence. Current Followers = 23

Furniture tips, space saving, pet tips, healthy

foods, urban trends. Current Followers = 319

No real presence. Most investor driven. Total

views AVB related pages = 1200+/-

No real presence. Most investor driven. Views of

EQR related pages = 2,000

“Taste of Archstone” recipe contest, “Music Fest” contest, property

tours. Views = 100,000+

Sporadic use. Total of 40 photos. 82 views.

No corporate presence. Library of properties sorted by state.

Extensive. Views = 750+/-

No presence. No presence although Groupon Co-founder Brad

Keywell sits on EQR board.

50% off a Swedish Message at various

properties with Archstone Spa

No presence. No presence. No presence.

Key RecommendationsSocial Web Strategy:1. Chief Marketing Officer (“CMO”) – AvalonBay

lacks a Social Web Strategy. They have failed to leverage the benefits of social networking. A company with $8Bn in assets should have a CMO. AvalonBay is unaware that an effective Social Web Strategy can help drive a wedge between a customers willingness to pay and the cost to provide the product. Through precisely targeting new customers, retaining existing ones and creating leverage in the value chain, social networking can serve as a powerful catalyst to future profits.

2. Focus on the Customer – It’s all about the connections. Dynamic, relevant content drives social interactions, which are critical to building social networks. Residents don’t care about your earnings. Those are one way connections that add zero value. It’s not all about you.