connecting the dots-webcon 2015
TRANSCRIPT
Connecting the Dots…
Holli Beckman @Apartmentalist
Getting the most out of your content
ApartmintyThe eHarmony of Apartment Hunting
SO Much Content…6.9 million gigabytes of information are delivered to
your mobile device & inbox daily
And Then We Make More…
Social Proof: 88% Of Consumers Say They Trust Online Reviews As Much As Personal Recommendations
Review Site Referral Traffic
Apartment Ratings Yelp0
50
100
150
200
250
300
Sept 1-Oct 31 2013Sept 1-Oct 31 2014
Review Site’s Conversion Rates
Apartment Ratings Yelp0
2
4
6
8
10
12
14
Sept 1-Oct 31 2013Sept 1-Oct 31 2014
Let Your Residents Speak For You
Let Your Residents Speak For You
Using Board Maps
Local Blogger MentionsAKA Strategic Partying
Social Media is the Most Unintrusive Insight Into Your Customers’ Opinions, Needs, Lives + Patterns
Identify Your Subject & Eavesdrop
Use Tools to ID Conversations Fast
People Loathe Apartment Hunting…
“The best time to win a customer is when they have their hand raised and they are asking for help.”
If This Isn’t a Cry For Help…
This Definitely Is…
…So how do you jump into a conversation?
Relevant Helpful Information
Write What The Customer is Searching For…
Specify It To Your Target Audience
Twitter Users
Don’t be that guy…
Social Is Not the Classifieds
Mixing content and advertising is like mixing Twizzlers and guacamole. Separate they are awesome, together…that’s just really gross.
Be Human. Talk to individuals. Celebrate their wins.
The Conversation
Deliver What You Promised
The Result: A Customer AND An Advocate
Exploit Every Piece of Content
In Summary….• Look For Opportunities to Help
• Offer Help. Be Human. Have a sense of humor!
• Have Content to Back It Up
Let’s be friends!
@Apartmentalist + @Apartminty
@Apartmentalist + @Apartminty
/Apartminty
Apartmentalist + Apartminty
Apartminty.tumblr.com