South Park, Social Media and Your Organization
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The document discusses the impact of social media on organizational branding and customer satisfaction. It stresses the importance of transparency, engagement, and accountability in managing user-generated content and reviews. Additionally, it outlines strategies for leveraging feedback to improve resident retention, referrals, and overall business performance.
South Park, Social Media and Your Organization
- 1. AIM 2010South Park, Social Media and Your Organization:The Philosophy Behind It AllSteve GilbertSr. Marketing & Internet Advertising AssociateMission Residential Steve GilbertSenior Marketing & Internet Advertising AssociateMission Residentialwww.MissionResidential.com
- 2. THE CHALLENGESocial Media – Technology or Philosophy?Democratization of Company Performance“You No Longer Control Your Brand Message”Easily Accessible User Generated Content is Already Out ThereBetter Business BureauApartmentRatings.comYelpRentWiki.comGoogle Side Wiki“You can’t beat ‘em… JOIN ‘EM”
- 3. THE NATURE OF SOCIAL MEDIABEWARE THE MONKEY!Be transparentEncourage feedback from customersMonitor what is saidEngage who is saying itEnforce accountability and actionDon’t be a fakeWHAT IS THE PAY OFF? Separate the positive customer satisfaction performers from the bad.
- 4. THE NATURE OF PEOPLEThe “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.”
- 5. SOCIAL MEDIA – PROFIT, RIGHT!
- 6. BUT, EVERYONE ELSE IS DOING IT…PHASE 1PHASE 2 PHASE 3?Collect customer reviewsProfit
- 7. CONNECTING THE DOTS…Resident RetentionResident ReferralsTurnover ExpensesContent QuantityContent Quality Customer Satisfaction Lead Generation?Integrate with Resale/ CRMS?Recognition Program?Tie-in with Employee Bonus Program?Thank You Gifts?Other Incentives?Annual Resident Survey?Response Protocol?UGC/3rd Party or Both?Push/Pull Strategy?Resident RetentionPlanTie-in with Existing Branding?Buy-in?Resources?Corporate Culture?
- 8. IT’S ALL MARKETING’S (circle one) FAULT / ACHEIVEMENT
- 9. LEVERAGING REVIEWS INTO DESIRED RESULTS
- 10. GOALS AND BENCHMARKS OF SOCIAL MEDIAShort-TermSet a monthly benchmark and incentive for positive user generated contentSet 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 organizationMid-TermCreate and set monthly customer satisfaction survey goalsDefine and set attainable resident renewal percentage goalsIdentify realistic turnover expense reductionsIncrease resident referrals from existing review boardsLong-TermPROFIT! $1,500 - $2,500+ bottom line impact per resident savedLeverage reviews to identify and recognize achievers
- 11. SUMMARYSocial media is a philosophy espoused through your business objectives and driven with customer satisfactionDevelop a plan that is congruent to your organization, culture, resources and expectations – one size does not fit allHave a clearly defined plan that is shared across your organizationPositive or negative reviews pose the same opportunity for improved customer perception – it’s all about how you respond
- 12. Feel free to e-mail me…sgilbert@missionres.comwww.missionresidential.comQUESTIONS, COMMENTS, COMPLAINTS?