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Jan 19
2010
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First off I would like to give a hat tip to Brent Williams, the chief at MultifamilyInsiders.com, for spurring this conversation and inspiring this post. We had an interesting conversation going on from one of my previous posts, and it came around to "managing one's expectations with social media." I've said all along that social media is a part to building your online brand. With building any brand we all know it takes time, and building an online brand can seem like you're doing it all over again. The good news is that if you already have a brand then it's not a complete rebuild, but it's taking a different view point for how your brand is going to present itself online. This doesn't happen overnight, and the "build it and they will come" concept just doesn't work. No longer can you just build a website and hope people find you. You need to continually build your presence online, you need a strategy, and you needed to start yesterday. For those of you that have started, GREAT! For those of you thinking about starting, it's time to get a move on.
In my comments to Brent from that post I shared what I've helped J.C. Hart do over the last 2 years to build a better online brand. That's right 2 years. Here's what I shared:
In my comments to Brent from that post I shared what I've helped J.C. Hart do over the last 2 years to build a better online brand. That's right 2 years. Here's what I shared:
This is a challenge and a hurdle so many struggle with. The main issue really isn't where the resources are coming from, but how people are stuck in their thinking and perspective. It's scary to take risk and it's scary to change. I just don't think that is an excuse. So here's what I've done in the last 2 years, and how it's been a wash when it comes to dollars invested.
1. I just went for it and dropped the print guides. Yep, we did it.
2. Pooled together the new found saving for our Indianapolis Area Apartments and created a kick ass marketing fund for the city/market.
3. Hired an online media agency to help me with our online brand and online assets.
3. Allocated some of the $ saved to completely redesigning, optimizing, and overhauling our website(s).
4. Allocated some of the $ to adding additional ILS listings.
5. Dove in head first to personally understand as many social media channels as I could. I mainly did this on my own time.
6. Along with online media agency helped build online social assets like blogs, facebook pages, a YouTube channel, and Twitter account.
7. Organized a strategy for on site teams to blog.
8. Watch physical traffic from year to year (in a down market year) go up. Watch website traffic from year to year increase 50%.
9. Always believe there is a better way to do things. Innovate, innovate, innovate.
10. Rule #76: No excuses. Play like a champion.
So that's it in a nutshell for me and J.C. Hart, and we're still rolling with some killer new projects for 2010. As I continue to say, there is no cookie cutter approach. What works for me won't work for everyone, and social media in general isn't for everyone. That said, I do truly believe that anyone can at least do something to build a better online brand. It may not be with Twitter or Facebook, but more time dedicated to your online assets shouldn't be a decision that is limited by economics.
If you'd like to read all the comments and watch the original post you can visit it here.
All this said, I've got quite the video for you today. Six minutes of fun for why social media needs to be a part of your online brand and how success won't happen overnight. It's a long term strategy. Thanks for stopping by.
as seen @ Tidbits from The Apartment Nerd
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Comments (13)
Thanks Daisy. Apparently I don't know how to number, but typos are allowed in social media imo. 
Someone, if not many need to just dive in. I'm sure I could relate that back to another Wedding Crashers rule, but that would be overkill. 
Someone, if not many need to just dive in. I'm sure I could relate that back to another Wedding Crashers rule, but that would be overkill.
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Mark: I didn't even see that you had two #3's until you pointed it out. And YES, typo's are allowed!
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Thanks Mark for the tips, reminder and encouragement to keep reaching for something bigger. You are so right, the "build it they will come" philosophy does not apply in social media. What I have learner the most from my experience and embracing social media, is the reality of how hard it was to find us online. I once was oblivious and assumed people could and would find me online, but wow I was wrong. If anything I have learned from diving into social media marketing is to continue building my presence online as well as off line. It has taught me to shift the ways I think and move onward and upward! Compelling stuff here Mark.
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Great post, Mark, and thanks for the shout out. For those of you reading/watching this blog, one of the reasons why this topic came up was seeing the social media graveyard filled with community profiles on Facebook, Twitter, etc. Some of them were half-hearted attempts to begin with, but many of them you can tell started with a lot of excitement, and unfortunately, they didn't get immediate results and are now sitting empty on these networks. I think if these communities realized that it was going to be a long-term process, they might not have gotten as disappointed as they obviously did and wouldn't have given up so easily. I don't remember who said it (maybe Mike Whaling?), but he said that social media is not a "campaign"!
Great blog, Mark!
Great blog, Mark!
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Exactly right! It's not a campaign. It's not an advertisement. It's marketing and continually building a better brand. Let me also add that your offline efforts are part of that building process online. Again, not necessarily a campaign or advertising effort, but a branding effort. Ask the question: "What are we known for?"
Thanks Brent!
Thanks Brent!
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@Cory it is a reality check. The first thing we did before jumping into the social media game was evaluate and redo our websites. In the end we're trying to lease more apartments, and we want people to find our website to help in that effort. Part of what you do with social media should help drive traffic to an "online brochure". I strongly believe that social media tools should not be primarily used as another online brochure, but as tools to enhance your brand and what you are known for.
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Building-a-Brand, Branding, Social Media or Social Networking or whatever we call it, isn't all of this just listening and communicating and responding/acting to and on the listening and communicating?
My youngest daughter (13) overheard me on a business call the other day, and after the call was finished, she threw out one of those "light bulb" questions; "Mom, is 'branding' that you were talking about on the phone where someone burns or carves something into your skin...like on 'Inglorious Basterds'? (yes, I let her watch that movie; she's a deep thinker and we have pretty interesting discussions. Kids say the darndest things).
Her comment, at first, was a zinger to me. Is BRAND a noun or a verb? Is it an action word or a name? Is it BAD?
I'm thinking the way we talk about 'Branding' is about leaving our Mark, yes? "Branding" is a lasting impression.
What impression do the following brands leave on you?
I think "happiness" when I see a real Coke bottle.
I think "creepy" when I see the Burger King. (But I have a fondness for Jr. Whoppers with cheese.)
I think "chuckle" when I think of Jello, because I think of Bill Cosby and his humor still makes my kids and me belly laugh.
I think "I want one" when I see BMW.
Leaving a Mark or an impression or a "WOW" on our residents, prospective workers and/or co-workers builds the culture of "I'm listening to you, you're important, and I want to make you feel like you've been heard." Who doesn't want to feel "Heard" where they work, live and play? Social networking powers that two way relationship feel.
I don't think we can any longer depend only on tightly bound relationships with a handful of business partners to push out our message...doing that doesn't allow us to keep up with customer desires for speed, innovation and (YIKES - I'm gonna say it!) control. We need to leave our Marks keeping in mind the exciting and dynamic new tools available to open the doors of the world.
Golden nuggets from the book "Wikinomics" by Tapscott & Williams, there are 4 powerful new ideas in 21st Century business; "Openness, peering, sharing and acting globally". Harnessing these principles is key to expanding the vigor of consumer/company relationships.
I'll revisit my old standby, Mr. Rogers, and how he left his mark of comfort and warm-and-fuzziness on me and my friends. "Won't you be my neighbor?" He's always listening to his neighbors, learning new things about them and sharing new pieces of information about his neighborhood. No re-runs or a push out message other than "You're safe, I'm here and listening to you. Won't you be my neighbor?" I've been branded by the culture of Mr. Rogers.
I may be a Dork, but I feel good about that.
My youngest daughter (13) overheard me on a business call the other day, and after the call was finished, she threw out one of those "light bulb" questions; "Mom, is 'branding' that you were talking about on the phone where someone burns or carves something into your skin...like on 'Inglorious Basterds'? (yes, I let her watch that movie; she's a deep thinker and we have pretty interesting discussions. Kids say the darndest things).
Her comment, at first, was a zinger to me. Is BRAND a noun or a verb? Is it an action word or a name? Is it BAD?
I'm thinking the way we talk about 'Branding' is about leaving our Mark, yes? "Branding" is a lasting impression.
What impression do the following brands leave on you?
I think "happiness" when I see a real Coke bottle.
I think "creepy" when I see the Burger King. (But I have a fondness for Jr. Whoppers with cheese.)
I think "chuckle" when I think of Jello, because I think of Bill Cosby and his humor still makes my kids and me belly laugh.
I think "I want one" when I see BMW.
Leaving a Mark or an impression or a "WOW" on our residents, prospective workers and/or co-workers builds the culture of "I'm listening to you, you're important, and I want to make you feel like you've been heard." Who doesn't want to feel "Heard" where they work, live and play? Social networking powers that two way relationship feel.
I don't think we can any longer depend only on tightly bound relationships with a handful of business partners to push out our message...doing that doesn't allow us to keep up with customer desires for speed, innovation and (YIKES - I'm gonna say it!) control. We need to leave our Marks keeping in mind the exciting and dynamic new tools available to open the doors of the world.
Golden nuggets from the book "Wikinomics" by Tapscott & Williams, there are 4 powerful new ideas in 21st Century business; "Openness, peering, sharing and acting globally". Harnessing these principles is key to expanding the vigor of consumer/company relationships.
I'll revisit my old standby, Mr. Rogers, and how he left his mark of comfort and warm-and-fuzziness on me and my friends. "Won't you be my neighbor?" He's always listening to his neighbors, learning new things about them and sharing new pieces of information about his neighborhood. No re-runs or a push out message other than "You're safe, I'm here and listening to you. Won't you be my neighbor?" I've been branded by the culture of Mr. Rogers.
I may be a Dork, but I feel good about that.
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Tamela: Your comment was extremely well thought out and well written! It should itself be a MFI blog post and not just a comment! I identify with all the "branding" things you threw out. I LOVE Mr. Rogers!
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@Tamela As always, I love your comments. I agree w/ Daisy they are posts themselves. I'm just going to write another post as you've influenced me. No video just some words if anyone wants to read them here --> http://www.multifamilyinsiders...Coval.html
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Good morning Mark and thank you for your post. First of all I share your sentiments about this site that Brent has put together. Regarding your post: I am wondering what it will take for executives of PM companies to hear this message and act on it? Few companies have even begun to take the approach that you and Eric have done. I wonder what is going through their mind when they see companies like Pepsi and Ford and others make a dramatic shift in policy. Do they realize that there is a viable reason for this? Or are they sitting behind closed boardroom doors reviewing the same procedures manual that they have had for years now? I look forward to other executives weighing in on this topic and sharing what they feel about this shift and how they plan on using it.
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Jonathan, excellent point. That is another blog post all together. As I mentioned to you the other day, I'm building up my case study data for J.C. Hart and hope to have some really interesting information to share with everyone before the end of the quarter. From what I've gathered up so far, I can't see why an executive wouldn't be curious to look it over if someone passed it on to them. And even if they don't check it out, that's their choice. You can't win them all, but I think some barriers are going to come down whether people like it or not.
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@ Mark: Great thoughts as always. It's important to look at social media as part of a process, and it's hardly ever the first step in that process.
We can use social media tools in a lot of different ways for our businesses, but every blog post, video, photo, comment and response to a review gives the next person a little bit more information about us, and more importantly, whether they want to do business with us. As you move forward at JC Hart, I'm curious to hear how (or if) you shift your strategy based on new tools, new trends or just from listening to the needs of your local market.
@ Tamela: You think "happiness" when you see a Coke, I think "happiness" when I see one of your comments. WOW is what creates WOM -- word of mouth buzz. It's what gets people talking about you. Most of that talk happens offline ... it's shared over the phone, over dinner or over a beer. Capturing even a small amount of that energy online creates the fuel that drives a brand's success with social media. We need to focus more on creating WOW than we do on creating blog posts and Fan Pages.
@ Brent: I agree that social media is a commitment, not a campaign. It's highly unlikely that I said that first, but thanks for bringing me into the conversation!
We can use social media tools in a lot of different ways for our businesses, but every blog post, video, photo, comment and response to a review gives the next person a little bit more information about us, and more importantly, whether they want to do business with us. As you move forward at JC Hart, I'm curious to hear how (or if) you shift your strategy based on new tools, new trends or just from listening to the needs of your local market.
@ Tamela: You think "happiness" when you see a Coke, I think "happiness" when I see one of your comments. WOW is what creates WOM -- word of mouth buzz. It's what gets people talking about you. Most of that talk happens offline ... it's shared over the phone, over dinner or over a beer. Capturing even a small amount of that energy online creates the fuel that drives a brand's success with social media. We need to focus more on creating WOW than we do on creating blog posts and Fan Pages.
@ Brent: I agree that social media is a commitment, not a campaign. It's highly unlikely that I said that first, but thanks for bringing me into the conversation!
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-Daisy