Introduction to Social Media for Property & Facility managers

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channelship.ie Channelship Web Agency

Customer focus in social media

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Facility Managers

IPFMA quote:

It is about "planning, providing and managing productive work

environments"

Objective:

Improve communication and added value through

social media tools

Residential & Commercial property management

IPFMA quote:

“The primary objective of the property manager is to maximise

financial returns, thereby enhancing capital value.”

Objectives:

Increase conversion of lettings and property sales. Increase company and individual visibility & authority. Discover & engage in conversations about properties, etc Improve rent roll and foot fall (commercial)

Expectations

1. What would you like social media to do for you?

2. Is your answer in line with your current business goals?

4 starting reasons why you should be online

Tenants & property buyers are online

Some people are already talking about your

company and your competitors

You are interested in increasing traffic to your

website

Networking is vital for your business

Recent numbers from the Real Estate industry

Inspiring blogs & books

Socialmediaexaminer.com

thebrandbuilder.wordpress.com

chrisbrogan.com

garyvaynerchuk.com

…through social networking tools Information sharing has changed

Anybody can BREAK the news

Source http://wearesocial.net/blog/2010/08/uks-media-consumption-habits/

Media fragmentation throughout the day

Big announcement: 1876

Western Union internal memo, 1876.

“This 'telephone' has too many

shortcomings to be seriously

considered as a means of

communication. The device is

inherently of no value to us”

British Parliament, 1885.

“There is no need for

telephones. We have

enough messengers here”

Charles H. Duell, Commissioner of US patent office, 1899

“Everything that can be

invented has been

invented."

…back to the future

Social media is not about Facebook, Twitter, etc

It’s about them

How can you make relevant people come to you?

"You can make more friends in two

months by becoming interested in

other people than you can in two

years by trying to get other people

interested in you."

How do we build that relationship?

Think about your customers and prospects’ problems.

Give them content (gifts) that they’ll value.

Don’t pitch your company when offering value.

Don’t talk about yourself all the time. Don’t be boring.

The aim? (next slide)

Building trust is everything

Social Media is just a set of tools

Build – Disassemble – Adjust - Repair

Communications changed from top-down

Company

Brands & companies’ race for attention

…to vertical and lateral engagement

Company

Strategically connect with my audience…

Image by John Willshire @willsh

…and they come to you directly

Key social media tools for facility & property managers

Business blogging

1

Your content hub

Can you share any experience with blogs?

The weight of blogging

• Improve Google rankings

• Brand awareness

• Give company a human voice

• Position your company as an authority

• Spreads the word easier, cheaper & more effectively

• KEY: Connect easier in social networking sites…

Your blog is your

HOMEBASE!

A simple picture

YOUR BLOG

(Home base)

Great content pulls qualified traffic

YOUR BLOG

(Home base)

Industry blog example

Non-promotional blog posts that provide value to attract

prospects and grow a community

Industry blog example

• Can you describe your

typical customer?

• Architects

• Interior designers

• Home improvement companies

• Construction companies

• Garden centres

• Tradesmen

• …

Defining your community

Prospects & Customers Relevant to “property”

But… what do we talk about?

You already count with a wealth of ideas!

Really?

13 great blog post ideas to capture your audience

Ongoing quality tips for first time buyers

Steps to take into account when renting a property / commercial property

Finding a property management company: Dos & Don’ts for Landlords

What questions do u get when showing a property? What are peoples main concerns?

Interview/guest post from buyers/renters experience (case study)

“Tuesday viewing!” Shoot a video tour of a selected property & feature them in posts.

Tell short story behind properties (with videos or photo/text). What makes that house so special?

What's like to live in a certain neighbourhood. Shoot video & photos. Get testimonials from locals!

How do you detect red flags when dealing with a property manager

Property buying/letting trends

How to protect your deposit

House checklist before going on holidays

Write posts about houses that have a nice patio or garden aimed at people with pets!!

Blogging: key practices

Read

Write

Comment

Your content should build an email database

TIP: Your email signature could look like this…

Key takeaways

For property managers:

• Digital hub to connect with customers

• Provide valuable information that serves prospects & customers

• A place to interact while building authority and brand equity

• Good content makes you more findable through search engines

For facility managers:

• Perhaps a private blog? (to keep specific audience updated about developments

• Public blog could make the experience of coming to a commercial area more

inviting and visible. You could also showcase empty commercial units.

Improving internal communication

2

Private networks

Improve communication flow with Yammer

You may also use with Facebook Groups

Key takeaways

For property & facility managers:

• Private digital hub to stay in touch and updated with key team members

• Facebook Groups: Free, Flexible platform for internal communications

LinkedIn.com

3

Business networking

Starting point

1. You are not visible to your

network

2. You cannot see your

network’s activity

3. Spontaneous connections

are not likely to happen in

this format

What’s my network doing and who are they connected with?

?

The meeting scenario

How much do we know before and

after that meeting?

?

Every professional / company has a REPUTATION

First step: Have a 100% complete profile

LinkedIn Applications

How to invite people

When inviting people always customise your message and include contact information in your signature

Note: you cannot include links or emails so leave a space between characters

Publish via status updates

Every status update gets exposed to your business

network

Now your company can also publish status updates

5 Minutes daily: Post updates. Read updates

Useful resources

bit.ly/linkedinopportunities bit.ly/3linkedinmistakes bit.ly/listeningonlinkedin

Get recommendations!

Seth Godin about “Networking”

“…Not everything you do

actually gets a response. In

fact, most of it doesn't. But

each effort is a tiny brick

in the wall of perception,

even when it appears to be

dumb and even senseless.”

Recommendations in action

Key takeaways

For property managers:

• Connect with prospects, customers and team members

• Visualise and track business network activity

• Build personal and company reputation

• Remain present in their minds

• Key reference check

For facility managers:

• Build personal and company reputation

• Key reference check

Zendesk.com

Support management

4

Organise all queries by tickets

Key takeaways

For property & facility managers:

• Keep track of all queries and responses about all properties

• Improve customer satisfaction

• Track response time

Facebook.com

5

Dialogue channels

Facebook in Ireland: latest information

By Edelman Ireland

Facebook in Ireland: latest information

By Edelman

Ireland

A place to share engaging content

• Expand brand awareness

• Post updates to your “fans” in seconds

• Your page and its content are indexed by search engines

• Avail of traffic/visitor insights

• Promote specific events

• Network with prospects & customers

• Use your page as a customer service tool

Advise

Experience with an

individual account as much as possible

Facebook example: Findaproperty.com

Facebook example: Keenan

Facebook example: Daft.ie

Key takeaways

For property managers:

• Connect with prospects and customers

• Publish attractive visual content (photos & video) about your topics

• Answer customer service & sales queries

• Publish properties (don’t kill your page with listings though)

For facility managers (might not be the best resource)

• Connect with prospects and customers (shops)

• Publish empty units

YouTube.com

6

Online video

…that people remember:

20% of what they hear…

30% of what they see…

70% of what they both hear and see?

Source: http://www.eyespot.com/WhyVideo/

Did you know?

Communicate easier: Click

After Google, the second search spot is

To build trust and reputation

Engage with users at a higher level

Why go video?

Recent numbers from the Real Estate industry

Trust protects reputation

Trust protects reputation

Online video optimisation

Enter title, tags and description, including links pointing to your site

Next… Online video ideas!

In front of the camera

Creating valuable videos

Screen recording Webinars LIVE video

Key takeaways

For property managers:

• Show more value to your prospects and customers

• Facilitate decision making. Improve conversion.

• Build personal and company reputation

• Remain present in people’s minds

• Key reference check

For facility managers:

• Build personal and company reputation

• Incredibly visual way to report

• Increase rent roll by showcasing all commercial units

Slideshare.net

7

Business presentations

Share private or public presentations

Key takeaways

For property managers:

• Show more value your to prospects and customers

• Make presentations of featured properties. Share just one link.

• Facilitate decision making. Improve conversion.

For facility managers:

• Make presentations of specific properties. Share just one link.

• Great, visual way to report (Example: before and after photo-presentation)

FlickR.com

8

Your photo hub

Photos facilitate action & decision making

Create sets with properties and more!

• Photos of featured properties

• Photos of improvements

• Tenancy: Before & after pics

• Damaged properties as proof for landlords

• Construction progress

• Teams on site

• Facility Manager: status updates

Key takeaways

For property managers:

• Provide more visual aids to prospects and customers

• Facilitate decision making. Improve conversion.

• Keep all photos organised in one hub

For facility managers:

• If using internal communications tool, share photo-updates

• Great, visual way to report (Example: before and after photo-presentation)

• Keep all photos organised in one hub

Make the real world clickable

QR codes

9

Offer value even when you’re not there!

Watch QR codes in action

Watch “QR codes in plain English”

bit.ly/qrcodesvideo

Key takeaways

For property managers:

• Show properties 24/7

• Offer more value and build stronger relationships with your audience

• Improve foot fall

For facility managers:

• Provide updates

• Easy-to-digest information about security matters

• Improve foot fall

Twitter

Real-time conversations

10

Can you share any experience with Twitter?

Powerful real-time networking

• Communicate in real-time

• Provide a human voice

• Position your company as an authority

• Spread the word easier, cheaper and more effectively

• Connect easier in social networking sites

Twitter is also your

company’s point

of contact!

A good analogy

Don’t be “that guy”

Check out this property now!

If you tweet, ensure to share something

Really? So, where’s the link to learn

more?

Monitoring conversations

bit.ly/smlisteningstation

Key takeaways

For facility & property managers:

• Have real-time conversations with prospects, customers & other professionals

• Great platform to listen to conversations and detect trends

Foursquare.com

Geo location

11

Foursquare: Mobile check-in service

Foursquare: Mobile check-in service

Key takeaways

For property managers:

• Check-in when showing a property and show pictures

• Register key properties on Foursquare

• Provide more visibility to specific properties.

• Share your whereabouts

For facility managers:

• Share your whereabouts

Two references

Case studies

How is Appfolio getting it right?

Their core business is property management software. They rely on a very informative blog that serves

“property managers”. No strings attached

They created: Propertymanager.com

Interesting “About us”

Key: They don’t talk about themselves

How is Find a Property getting it right?

Their website and mobile app are at the

core of the strategy but they can’t be successful

on their own…

Find a Property’s supporting channels

Facebook & Twitter: Dialogue channels

Blog: Content hub serving target audience and

search engines to get found by even

more people

YouTube: Video content hub

One last thing

a) You already have an offline community. Announce that you hang out online too!

b) Expand your community from there: listen, chat and provide good content if you want your message to spread

Allow your community to play a role

THANK YOU!

Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. London, W4 5RG, UK. +353 1 5241415 +44 207 9935601 www.channelship.ie www.channelship.co.uk

DUBLIN LONDON

THANK YOU!

Guinness Enterprise Centre. 500 Chiswick High Road. Taylor’s Lane Dublin 8. London, W4 5RG, UK. +353 1 5241415 +44 207 9935601 www.channelship.ie www.channelship.co.uk

DUBLIN LONDON