"debunking social media" - israel carunungan (bozzuto) - apartment internet markering...
TRANSCRIPT
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
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 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
Israel Carunungan
http://twitter.com/MktgGuru
http://www.linkedin.com/in/israelcarunungan