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Marketing to gen yers and boomers presentation

Creating Results - Strategic Marketing
Creating Results - Strategic Marketing

This document summarizes a presentation on marketing to Generation Y and Baby Boomers using social media. The presentation included speakers from various real estate companies discussing strategies for these key demographics. Topics included the characteristics of Gen Y and Boomers, the use of social media platforms like Facebook and YouTube, case studies of social media marketing, and best practices for goals, content, and measuring results. Contact information was provided for the four speakers.

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Marketing to Gen-Yers and Boomers: Using Social Media and More JANUARY 23, 2013 // 2:30 4:00 PM Presenter(s): Todd Harff // Creating Results, Woodbridge, VA Nicole Conniff // Irvine Company, Irvine, CA Cheryl Urban // Equity Residential, Chicago, IL Lynn Klug // Greystar, Irvine, CA
Cheryl Urban Equity Residential
Marketing to Gen-Yers and Boomers: Using Social Media and More Generation Y and Baby Boomers are two generations apart - but have more in common than you might think. Together, these two massive demographic groups will drive the apartment industry for the foreseeable future. In this session, developers and marketing professionals will explore successful marketing strategies, including the wide range of social networking tools, currently available for attracting these demographics.
Marketing to gen yers and boomers presentation
Todd Harff Creating Results
Boomers: Born between 1946 and 1964 (49-67 years old) 78 million strong Desire both personal and financial fulfillment Most economically diverse cohort Source: The Nielsen Company: Introducing Boomers: Marketings Most Valuable Generation
Gen Y (Millennials): Born between 1982 and late 2000 (13-29 years old) Easily adopt to using new media- including social networks and SMS/text messaging High importance placed on social aspect of life Entry intoImage first jobs greatly impacted by recession but are upbeat about future Most ethnically and racially diverse cohort
Source: Pew Research
Source: Pew Research
Source: Pew Research
Change in Social Media Use by Age/Time 100% 90% 80% 70% 60% 1829 50% 3049 40% 5064 30% 65+ 20% 10% 0% Feb05 Aug06 May08 Apr09 May10 Aug11 Feb12 Aug12 Source: Pew Internet & American Life Project Surveys, March 2005-February 2012
By the Numbers: Social Media Tendencies Source: May 2012 Google Ad Planner; plusdemographics.com 息 2012 Creating Results
Marketing to gen yers and boomers presentation
Case Studies - 50+ Social Media Engagement 1. Make it Authentic 2. Provide Meaningful Updates 3. Make it Easy to Engage 4. Showcase Shared Values and Desires
Case Study:
Marketing to gen yers and boomers presentation
Case Study:
Video roll-out by email: click through rate 3% higher than list average
Case Study Gen Y Social Media Engagement 1. Be Visual 2. Mix of Messages ~ Community Specific, Lifestyle, General Engagement ~ Higher frequency required 3. Focus on Customer Service ~ Be transparent ~ Be responsive
Case Study:
Marketing to gen yers and boomers presentation
Best Practices- Goals 1. Overall Marketing Goals ~Extend reach ~Build the brand 2. Social Media Marketing Objectives ~Use analytics to gain target/competitive insights ~Enhance SEO ~Drive to website/convert leads to new residents 3. Social Media Marketing Strategy ~Integrate with marketing/operations
Best Practices- Content Calendar
Best Practices-Calls to action Promote events, content with links to your website Contact information Highlight desired action
Best Practices WIIFM
Generating Leads via Social Media: 1. Pick Appropriate Avenues ~ Refer to web statistics for highest where referrals ~ Focus efforts there 2. Messaging Frequency Counts ~ Ensure visibility in timelines and feeds ~ Pick a frequency and stick with it ~ Seek out opportunities to increase activity and engagement (count downs, photo gallery, submissions, etc.) 3. Know Your Goals in Advance
Nicole Conniff Irvine Company Apartment Communities
Steps to Social Media Evolution at a company Social Monitoring and Reporting Ratings and Reviews Communication Strategy Social Media Advertising Social Marketing Profiles
Social Monitoring and Reporting
Social Monitoring Reporting & its impact on the customer experience and business practices Select websites you want to monitor Yelp (50%), ApartmentRatings (40%), Facebook (7%), and Google Places (2%) and Youtube (1%) Expected Volume = 6 reviews/year/community Categorize comments and record customer sentiment for both positive and negative Categories may include: staff, amenities, maintenance, community, location, construction, parking, pets, security Evolve your culture to embrace feedback as a way to improve the customer experience. You MUST change! Case study Our move-in and move-out process changes
Our Customer Comments Move-In: Absolutely horriblethe apartment me and my I was told when signing my lease that I would not be friends were promised wasn't given to us. We requested a 2 charged for painting, but as I put in my notice, I was bedroom/2 bathroom upstairs room and ended up with a 2 told I would be charged not only for painting the entire bedroom/1 bathroomI called to confirm that we'd be moving apartment, but cleaning, AND new carpeting. in on our move-in date. THE ROOM WASN'T EVEN READY!!!! The woman I talked to said it wouldn't be ready until the next day.... Luckily, they finished in time and we moved in. Talk about gross. The carpets were still dirty, the paint was barely dry on the walls and it still smelled like You are "required" to provide WRITTEN notice that cleaning fluid. you intend to vacate at the end of your lease. I received the note at my door and went to the office and told the staff we intended to vacatethey said they'd make a note and that I was good. When I looked on my last month's bill it was more than my We scheduled a pre move out inspection twice leasebecause I didn't give a written notice it and no-one showed up and also a final walk automatically went month to month and I had to pay through and no-one showed up. Due to deposit issues, I would not recommend this place, like a person in the other review said they do not care about you at move-out time.
Ratings and Reviews Communication Strategy
Ratings and Reviews Communication Strategy Use reviews as a tool to challenge your current practices and make changes to result in fewer negative comments Should you choose to respond, purchase your Yelp listing Designate speaker(s) for the company decentralized or centralized approach to responses Devise a communication strategy to respond publically or privately to posts Vet out all communications with your public relations/marketing, legal and operations teams
Yelp Business Listing Advantages On demand review alerts Clean up location data across Yelp ecosystem (mobile, desktop, Apple Maps) Control photos & messaging across Yelp ecosystem Removal of competitive brand & local competitive ads from community profiles Track all data measurements
Without Enhanced Profile
With Enhanced Profile Enhanced Photo Removal of 際際滷show with Video Display Ads Available Directory Info Tracking Links Cleanup Post Current Calls to Actions Removal of Local Competitors Ads Extended Business Information Section
Business Owners Account Reviews
Business Owners Account Stats Learn about your pages interactions
Social Media Advertising
Relative Costs for Internet Advertising
Facebook Content Display Ads Facebook advertising allows for highly targeted ads to be served based upon user profiles, interests, or trending topics. This level of user contributed targeting exceeds that of traditional networks or direct site buys. Increase social engagement Drive volumes of traffic to your website Promote products, services and promotions Extend reach onto complimentary products or services Integrate marketing communications strategies
Facebook Advertising Expectations of Performance: CPC = $1.65 CTR = .04%
YouTube Advertising Target your audience by age, gender, interests and geo and keywords
Yelp Advertising Search Display & Banner Ads
Social Marketing Profile
2,000 followers engage with our daily content @Rental_Living Demand Shaping Giveaways Synergy Wahoos Contest 3 months; 2x per week drawing of a winner
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Incorporating social media in your own marketing communication vehicles
Cheryl Urban Equity Residential
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Cooking Ashley Shyn Aaron Thomas Nicole Butler Nicole
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Marketing to gen yers and boomers presentation
Lynn Klug Greystar
Challenges with Social Media Implementation Property portfolio of 700+ communities nationwide with more than 200,000 units Mix of predominantly third-party communities and some Greystar- owned communities 26 Marketing Associates based throughout the country Profitable operations and controlled expenses are driving management goals at our company
Challenges with Social Media Content Time management challenges if on site teams or Community Managers are tasked with the creation of content Dont allow team members to prioritize social media time before leasing, sales, or resident customer service Must have point person with high level of trust who monitors content to ensure it is professional and appropriate Must ensure that content is kept fresh
Solution for Content Challenges - Outsource Outsource social media management Utilize only recommended vendors Monitor your vendors activity levels and posts Minimum 4x posting per month Full service management of Facebook and Twitter pages Blog expectation parameters pre-defined Email alerts Regular social media activity reports
Social Media Vendor Reports Facebook: Total reach, friends of fans, people talking about this; page posts, male vs. female, age, cities/countries, etc. Twitter: Posts, replies, retweets, other mentions, etc. Yelp, other rating sites Google analytics assessments and recommendations; referring sites
Reasonable Social Media Expectations Generally not a source of leasing traffic Considered the equivalent of a community newsletter MAIN FOCUS FOR 2013: 1. REPUTATION MANAGEMENT 2. MOBILE/TABLET MARKETING 3. DIGITAL FOCUS AND ENHANCEMENTS PAY PER CLICK & REMARKETING CAMPAIGNS AS TRAFFIC DRIVERS
Todd Harff Creating Results
Social Media Success with Gen Yers & Boomers 1. Know your audience and their preferences 2. Have a clear strategy ~ Directories, Traditional Social, Advertising, SEO, Mobile, Integration 3. Identify the appropriate resources 4. Set your budget and ID Leaders 5. Define your goals 6. Manage your reputation 7. Measure your results and adjust
Speaker Contacts: Todd Harff Lynn Klug Creating Results Greystar Woodbridge, VA Irvine, CA 703.494.7888 ext 7013 Email: Todd@creatingresults.com Web: CreatingrResults.com Blog: MatureMarketingMatters.com Nicole Conniff Cheryl Urban Irvine Company Equity Residential Irvine, CA Chicago, IL
IBS Education National Association of Home Builders 1201 15th Street | Washington, DC 20005 800-368-5242 | ibsedu@nahb.org

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Marketing to gen yers and boomers presentation

  • 1. Marketing to Gen-Yers and Boomers: Using Social Media and More JANUARY 23, 2013 // 2:30 4:00 PM Presenter(s): Todd Harff // Creating Results, Woodbridge, VA Nicole Conniff // Irvine Company, Irvine, CA Cheryl Urban // Equity Residential, Chicago, IL Lynn Klug // Greystar, Irvine, CA
  • 3. Marketing to Gen-Yers and Boomers: Using Social Media and More Generation Y and Baby Boomers are two generations apart - but have more in common than you might think. Together, these two massive demographic groups will drive the apartment industry for the foreseeable future. In this session, developers and marketing professionals will explore successful marketing strategies, including the wide range of social networking tools, currently available for attracting these demographics.
  • 6. Boomers: Born between 1946 and 1964 (49-67 years old) 78 million strong Desire both personal and financial fulfillment Most economically diverse cohort Source: The Nielsen Company: Introducing Boomers: Marketings Most Valuable Generation
  • 7. Gen Y (Millennials): Born between 1982 and late 2000 (13-29 years old) Easily adopt to using new media- including social networks and SMS/text messaging High importance placed on social aspect of life Entry intoImage first jobs greatly impacted by recession but are upbeat about future Most ethnically and racially diverse cohort
  • 11. Change in Social Media Use by Age/Time 100% 90% 80% 70% 60% 1829 50% 3049 40% 5064 30% 65+ 20% 10% 0% Feb05 Aug06 May08 Apr09 May10 Aug11 Feb12 Aug12 Source: Pew Internet & American Life Project Surveys, March 2005-February 2012
  • 12. By the Numbers: Social Media Tendencies Source: May 2012 Google Ad Planner; plusdemographics.com 息 2012 Creating Results
  • 14. Case Studies - 50+ Social Media Engagement 1. Make it Authentic 2. Provide Meaningful Updates 3. Make it Easy to Engage 4. Showcase Shared Values and Desires
  • 18. Video roll-out by email: click through rate 3% higher than list average
  • 19. Case Study Gen Y Social Media Engagement 1. Be Visual 2. Mix of Messages ~ Community Specific, Lifestyle, General Engagement ~ Higher frequency required 3. Focus on Customer Service ~ Be transparent ~ Be responsive
  • 22. Best Practices- Goals 1. Overall Marketing Goals ~Extend reach ~Build the brand 2. Social Media Marketing Objectives ~Use analytics to gain target/competitive insights ~Enhance SEO ~Drive to website/convert leads to new residents 3. Social Media Marketing Strategy ~Integrate with marketing/operations
  • 24. Best Practices-Calls to action Promote events, content with links to your website Contact information Highlight desired action
  • 26. Generating Leads via Social Media: 1. Pick Appropriate Avenues ~ Refer to web statistics for highest where referrals ~ Focus efforts there 2. Messaging Frequency Counts ~ Ensure visibility in timelines and feeds ~ Pick a frequency and stick with it ~ Seek out opportunities to increase activity and engagement (count downs, photo gallery, submissions, etc.) 3. Know Your Goals in Advance
  • 27. Nicole Conniff Irvine Company Apartment Communities
  • 28. Steps to Social Media Evolution at a company Social Monitoring and Reporting Ratings and Reviews Communication Strategy Social Media Advertising Social Marketing Profiles
  • 30. Social Monitoring Reporting & its impact on the customer experience and business practices Select websites you want to monitor Yelp (50%), ApartmentRatings (40%), Facebook (7%), and Google Places (2%) and Youtube (1%) Expected Volume = 6 reviews/year/community Categorize comments and record customer sentiment for both positive and negative Categories may include: staff, amenities, maintenance, community, location, construction, parking, pets, security Evolve your culture to embrace feedback as a way to improve the customer experience. You MUST change! Case study Our move-in and move-out process changes
  • 31. Our Customer Comments Move-In: Absolutely horriblethe apartment me and my I was told when signing my lease that I would not be friends were promised wasn't given to us. We requested a 2 charged for painting, but as I put in my notice, I was bedroom/2 bathroom upstairs room and ended up with a 2 told I would be charged not only for painting the entire bedroom/1 bathroomI called to confirm that we'd be moving apartment, but cleaning, AND new carpeting. in on our move-in date. THE ROOM WASN'T EVEN READY!!!! The woman I talked to said it wouldn't be ready until the next day.... Luckily, they finished in time and we moved in. Talk about gross. The carpets were still dirty, the paint was barely dry on the walls and it still smelled like You are "required" to provide WRITTEN notice that cleaning fluid. you intend to vacate at the end of your lease. I received the note at my door and went to the office and told the staff we intended to vacatethey said they'd make a note and that I was good. When I looked on my last month's bill it was more than my We scheduled a pre move out inspection twice leasebecause I didn't give a written notice it and no-one showed up and also a final walk automatically went month to month and I had to pay through and no-one showed up. Due to deposit issues, I would not recommend this place, like a person in the other review said they do not care about you at move-out time.
  • 33. Ratings and Reviews Communication Strategy Use reviews as a tool to challenge your current practices and make changes to result in fewer negative comments Should you choose to respond, purchase your Yelp listing Designate speaker(s) for the company decentralized or centralized approach to responses Devise a communication strategy to respond publically or privately to posts Vet out all communications with your public relations/marketing, legal and operations teams
  • 34. Yelp Business Listing Advantages On demand review alerts Clean up location data across Yelp ecosystem (mobile, desktop, Apple Maps) Control photos & messaging across Yelp ecosystem Removal of competitive brand & local competitive ads from community profiles Track all data measurements
  • 36. With Enhanced Profile Enhanced Photo Removal of 際際滷show with Video Display Ads Available Directory Info Tracking Links Cleanup Post Current Calls to Actions Removal of Local Competitors Ads Extended Business Information Section
  • 38. Business Owners Account Stats Learn about your pages interactions
  • 40. Relative Costs for Internet Advertising
  • 41. Facebook Content Display Ads Facebook advertising allows for highly targeted ads to be served based upon user profiles, interests, or trending topics. This level of user contributed targeting exceeds that of traditional networks or direct site buys. Increase social engagement Drive volumes of traffic to your website Promote products, services and promotions Extend reach onto complimentary products or services Integrate marketing communications strategies
  • 42. Facebook Advertising Expectations of Performance: CPC = $1.65 CTR = .04%
  • 43. YouTube Advertising Target your audience by age, gender, interests and geo and keywords
  • 44. Yelp Advertising Search Display & Banner Ads
  • 46. 2,000 followers engage with our daily content @Rental_Living Demand Shaping Giveaways Synergy Wahoos Contest 3 months; 2x per week drawing of a winner
  • 50. Incorporating social media in your own marketing communication vehicles
  • 57. Cooking Ashley Shyn Aaron Thomas Nicole Butler Nicole
  • 63. Challenges with Social Media Implementation Property portfolio of 700+ communities nationwide with more than 200,000 units Mix of predominantly third-party communities and some Greystar- owned communities 26 Marketing Associates based throughout the country Profitable operations and controlled expenses are driving management goals at our company
  • 64. Challenges with Social Media Content Time management challenges if on site teams or Community Managers are tasked with the creation of content Dont allow team members to prioritize social media time before leasing, sales, or resident customer service Must have point person with high level of trust who monitors content to ensure it is professional and appropriate Must ensure that content is kept fresh
  • 65. Solution for Content Challenges - Outsource Outsource social media management Utilize only recommended vendors Monitor your vendors activity levels and posts Minimum 4x posting per month Full service management of Facebook and Twitter pages Blog expectation parameters pre-defined Email alerts Regular social media activity reports
  • 66. Social Media Vendor Reports Facebook: Total reach, friends of fans, people talking about this; page posts, male vs. female, age, cities/countries, etc. Twitter: Posts, replies, retweets, other mentions, etc. Yelp, other rating sites Google analytics assessments and recommendations; referring sites
  • 67. Reasonable Social Media Expectations Generally not a source of leasing traffic Considered the equivalent of a community newsletter MAIN FOCUS FOR 2013: 1. REPUTATION MANAGEMENT 2. MOBILE/TABLET MARKETING 3. DIGITAL FOCUS AND ENHANCEMENTS PAY PER CLICK & REMARKETING CAMPAIGNS AS TRAFFIC DRIVERS
  • 69. Social Media Success with Gen Yers & Boomers 1. Know your audience and their preferences 2. Have a clear strategy ~ Directories, Traditional Social, Advertising, SEO, Mobile, Integration 3. Identify the appropriate resources 4. Set your budget and ID Leaders 5. Define your goals 6. Manage your reputation 7. Measure your results and adjust
  • 70. Speaker Contacts: Todd Harff Lynn Klug Creating Results Greystar Woodbridge, VA Irvine, CA 703.494.7888 ext 7013 Email: Todd@creatingresults.com Web: CreatingrResults.com Blog: MatureMarketingMatters.com Nicole Conniff Cheryl Urban Irvine Company Equity Residential Irvine, CA Chicago, IL
  • 71. IBS Education National Association of Home Builders 1201 15th Street | Washington, DC 20005 800-368-5242 | ibsedu@nahb.org