build your legacy online
TRANSCRIPT
Building Your Legacy Online
www.flickr.com/photos/leekreider/5466688168/
Mike Whaling, 30 Lines
We have the opportunity to improve our residentsʼ
lives every day.
The legacy ... of a businessman
Lessons from Steve Jobs>> Great products are the best marketing
>> Obsess about the customer experience
>> Listen to customers, but not too much
>> Always assign responsibility (DRI)
>> You don’t have to invent. Just improve.
Legacy can be local, too
Why build your presence online?
97% research products online
www.flickr.com/photos/urbanelife/3183454845
“53% of the content users read about a company online comes from sources other than that company’s website.”
>> International Social Media Research, Universal McCann
Renters are looking for youMonthly searches on Google:
apartments in Cedar Rapids — 12,100apartments Cedar Rapids Iowa — 5,400Cedar Rapids rentals — 4,400apartments for rent in Cedar Rapids — 1,600Cedar Rapids rental homes — 590
>> It levels the playing field by giving you a voice.
>> It gives you a direct connection to your clients.
>> It gives your clients a direct connection to each other.
>> Google never forgets.
Where should I be online?
Endless opportunities>> Websites>> Blogs>> Local directories>> Facebook>> Twitter>> E-newsletters>> LinkedIn>> Niche social networks>> Location-based services (Yelp, Foursquare)
>> Craigslist>> Internet Listing Sites (ILS)>> Ratings & review sites>> Photo sharing (Flickr, Instagram)>> Video sharing (YouTube, Vimeo)>> Live streaming (Ustream)>> Discussion boards and forums>> Group texting (GroupMe)
A set of communication tools
TheConversationPrism.com
Answer these questions ...>> Who are our audiences?>> Where are they online?>> Is this a sustainable tactic?>> How does this advance business objectives?>> Does this enhance our residents’ experience?
What are the trends?>> Social interaction
>> Personalized experience
>> Real-time, real-place information
>> Everyone is a publisher (even you)
Have a strong home base
For your website>> Make sure it’s easy to use>> Be clear about what you do>> Photos make the site>> Make it easy for people to contact you>> Keep it fresh>> Use a system that’s easy to edit
You are here.
How does a broad online presence help?
www.flickr.com/photos/codefin/31064460
Focus your efforts
What can we do?
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
www.flickr.com/photos/cardopoli/219069323/
Be the authority
Be the neighborhood concierge
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
“Social media” is peoplehaving conversations ... online.
www.flickr.com/photos/urbanelife/3183422847
www.flickr.com/photos/cardopoli/219069323/
Customer service & FAQs
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
Build buzz & referrals
Let others do the talking
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
Leave a trail for others to see
www.flickr.com/photos/cardopoli/219069323/
Claim your place
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
Monitor your reputation
www.flickr.com/photos/cardopoli/219069323/
Build a broad presence
www.flickr.com/photos/cardopoli/219069323/
A personalized experience
Broaden your reach>> Facebook>> Twitter>> Blogs>> E-newsletters>> LinkedIn>> Niche social networks>> Location-based services (Yelp, Foursquare, Gowalla)
>> Photo sharing (Flickr, Instagram)>> Video sharing (YouTube, Vimeo)>> Live streaming (Ustream)>> Discussion boards and forums>> Group texting (GroupMe)
Steal these ideas>> Build a broad online presence (SEO)>> Be the neighborhood concierge>> Customer service & FAQs>> Grow “brand” buzz & referrals>> Leave a record for prospects to see>> Monitor & protect your reputation>> Streamline communications
Streamline communications
From Library of Congress on Flickr
www.flickr.com/photos/tashland/259178493
Many tools. Choose wisely.
Test the water.
Where to start?>> Focus on your website>> Claim Google Place>> Install Google Analytics>> Set Google Alerts for your name>> Create a Facebook Page>> Add “Share” buttons to your website>> Comment on a local forum/blog
What else can you do?>> Use email for efficient communication
>> Use social media to develop relationships
>> Promote your site on print materials
>> Give people an incentive to visit you online
>> Invite happy customers to leave reviews
How can we complement this online?
Itʼs not about you.
Know what success looks like.
Tools and resources?
30lin.es/links
#AptChattwitter.com/aptchat
Look at the whole picture.>> Your “brand” is how people perceive you. What other say about you is more important than ever before. >> Like it or not, people talk about your company. Participating helps you control the message.
Do amazing things.Provide remarkable service. Others will share your story.
“Going to bed at night saying we’ve done something wonderful ... that’s what matters.”
instagram.com
Text my30 to 88000
Thank you!Letʼs talk.