"An Apartment Firm’s Web Presence - How Customers Respond" - Red Door Marketing and Simpson Housing

An Apartment Firm’s Web Presence - How Customers

Respond

An Apartment Firm’s Web Presence - How Customers

Respond

Anna Shea, National Marketing Manager

Simpson Property Group

Scott Esmond, Director of Business Development

Tony Felice, Senior Web Developer

Red Door Interactive

April 30, 2009

Anna Shea, National Marketing Manager

Simpson Property Group

Scott Esmond, Director of Business Development

Tony Felice, Senior Web Developer

Red Door Interactive

April 30, 2009

Session SummarySession Summary

Simpson Property Group Who is Red Door? What is Internet Presence Management? The Online Customer Relationship Lifecycle Simpson Property Group Customer Experience

· Fundamentals· Findings· Recommendations

Questions and Answers

Simpson Property Group Who is Red Door? What is Internet Presence Management? The Online Customer Relationship Lifecycle Simpson Property Group Customer Experience

· Fundamentals· Findings· Recommendations

Questions and Answers

Simpson Property Group OverviewSimpson Property Group Overview Business goals

· Simplify the path to the community information Minimize clicks Communicate

Branding goals· Clean, Consistent, Supportive, Reinforced

User goals· Access to actionable information

Key Performance Indicators· Cost Per Lease· Site Analytics

Business goals· Simplify the path to the community information

Minimize clicks Communicate

Branding goals· Clean, Consistent, Supportive, Reinforced

User goals· Access to actionable information

Key Performance Indicators· Cost Per Lease· Site Analytics

Who Is Red Door Interactive?Who Is Red Door Interactive?

We help companies succeed online· Some of our clients include

Overstock.com Cricket Communications Souplantation Restaurants Cox Communications

We are an Internet Presence Management Agency

We help companies succeed online· Some of our clients include

Overstock.com Cricket Communications Souplantation Restaurants Cox Communications

We are an Internet Presence Management Agency

What’s an Internet Presence?What’s an Internet Presence?

Microsites

Digital Out of Home

Websites

Display

Interactive TV

Location Based Services (GPS)

Bluetooth

Mobile Messaging

Mobile Web

RSS FeedsMicroblogging

Branded Video

Podcasts

BlogsForums

Console Gaming

Online Gaming

EmailWidgets/Applications

Social Networks

Natural Search

Paid Search

Research & Reviews

IPM

What is Internet Presence Management?What is Internet Presence Management?

A holistic framework to crafting your Web strategy· Unifying and controlling the entire web presence of an

organization or company Goals

· Increasing a company’s operational efficiency online· Drive and Optimize traffic

Measurement· Monitor, Analyze, Report, Optimize

Methods· ACRE – Acquire, Convert, Retain, Extend

A holistic framework to crafting your Web strategy· Unifying and controlling the entire web presence of an

organization or company Goals

· Increasing a company’s operational efficiency online· Drive and Optimize traffic

Measurement· Monitor, Analyze, Report, Optimize

Methods· ACRE – Acquire, Convert, Retain, Extend

Online Customer Relationship LifecycleOnline Customer Relationship Lifecycle

ACRE Methodology· Acquire· Convert· Retain· Extend

ACRE Methodology· Acquire· Convert· Retain· Extend

RetainConvert ExtendAcquire

Acquire: TacticsAcquire: Tactics

Search marketing Email marketing Display advertising Offline promotions

Search marketing Email marketing Display advertising Offline promotions

Blogs Social media Word of mouth/Viral

marketing Ratings and reviews

Blogs Social media Word of mouth/Viral

marketing Ratings and reviews

Retain ExtendAcquire Convert

Convert: TacticsConvert: Tactics

Landing pages Funnels Navigation Site search Shopping carts Content A/B & Multivariate

Landing pages Funnels Navigation Site search Shopping carts Content A/B & Multivariate

Usability Eyetracking Clickstream Behavioral targeting Pricing optimization Vocabulary optimization Localization

Usability Eyetracking Clickstream Behavioral targeting Pricing optimization Vocabulary optimization Localization

RetainConvert ExtendAcquire

Retain: TacticsRetain: Tactics

Email RSS CRM Customer Lifecycle

Programs Social Currency

Email RSS CRM Customer Lifecycle

Programs Social Currency

Consumer generated reviews

Loyalty / Rewards Reputation Mgmt. Satisfaction / Survey

Consumer generated reviews

Loyalty / Rewards Reputation Mgmt. Satisfaction / Survey

RetainConvert ExtendAcquire

Extend: TacticsExtend: Tactics

Upselling and Suggestion· Introduce new products and services· Understand your audience to make educated suggestions

Profit Maximization· Identifying your Acquisition Cost Threshold· Organizing and unifying your Intellectual Property· Integrating affiliates· Leveraging partners

Upselling and Suggestion· Introduce new products and services· Understand your audience to make educated suggestions

Profit Maximization· Identifying your Acquisition Cost Threshold· Organizing and unifying your Intellectual Property· Integrating affiliates· Leveraging partners

RetainConvert ExtendAcquire

CUSTOMER EXPERIENCECUSTOMER EXPERIENCESimpson Property GroupSimpson Property Group

AUDIENCE SEGMENTATIONAUDIENCE SEGMENTATION

Retain ExtendAcquire Convert

Acquire: Audience SegmentationAcquire: Audience SegmentationUnderstanding your audience is the key to success online – both for the audience you have and the audience you want to reach.

· Define Demographics Understand your customers regardless of lifecycle link

· Create Personas Guide design decisions Reflect online behavior, expectations, preferences Include demographic, psychographic, behavioral and geographic

attributes· Perform task-based segmentation link

Reflect how people think about getting things done Engage the best participants to help you shape your presence

Understanding your audience is the key to success online – both for the audience you have and the audience you want to reach.

· Define Demographics Understand your customers regardless of lifecycle link

· Create Personas Guide design decisions Reflect online behavior, expectations, preferences Include demographic, psychographic, behavioral and geographic

attributes· Perform task-based segmentation link

Reflect how people think about getting things done Engage the best participants to help you shape your presence

RetainConvert ExtendAcquire

Acquire: Audience SegmentationAcquire: Audience Segmentation

RetainConvert ExtendAcquire

Define personas to better understand various audience segments. This can help drive your design decisions when developing, maintaining and improving your internet presence.

Acquire: Audience SegmentationAcquire: Audience Segmentation Findings

· Majority of available demographic data is compiled post-conversion

· Some communities are beginning to define a target demographic as “professional, driven, and extremely tech-savvy”

Recommendations· Continue to identify target demographics per community,

and use this intelligence to refine the user experience within those communities online

· Proactively define the audience segments

Findings· Majority of available demographic data is compiled post-

conversion· Some communities are beginning to define a target

demographic as “professional, driven, and extremely tech-savvy”

Recommendations· Continue to identify target demographics per community,

and use this intelligence to refine the user experience within those communities online

· Proactively define the audience segments

RetainConvert ExtendAcquire

VISIBILITY AND TRAFFICVISIBILITY AND TRAFFIC

Retain ExtendAcquire Convert

Acquire: Visibility and TrafficAcquire: Visibility and Traffic

Visibility is critical to creating and maintaining traffic. Oftentimes people believe that because information is so accessible, that people will find your site. This is not true, and you must actively pursue visibility.

Visibility is critical to creating and maintaining traffic. Oftentimes people believe that because information is so accessible, that people will find your site. This is not true, and you must actively pursue visibility.

RetainConvert ExtendAcquire

· Search Marketing – Search is the #1 activity online· SEO/SEM

· Directories – ILS· Local Search

· Google, Yahoo!

· Local Social· Citysearch, yelp, rentwiki, MyNewPlace

· Search Marketing – Search is the #1 activity online· SEO/SEM

· Directories – ILS· Local Search

· Google, Yahoo!

· Local Social· Citysearch, yelp, rentwiki, MyNewPlace

Acquire: Visibility and TrafficAcquire: Visibility and Traffic

Search Results: Where does your site sit in the ‘digital shelf space’?

Acquire: Visibility and TrafficAcquire: Visibility and Traffic Findings

· SEO - Effective Brand Keywords, Niche Keyword underperformance, Organic pickup only

· SEM – Not Participating· ILS – Traditional are heavily leveraged· Local Search – Significant opportunity· Local Social – Significant opportunity

Recommendations· Get aggressive with SEO/SEM, emergent Local Social

and continue to support the ILS with high ROI· Get aggressive with Local Search SEO

Findings· SEO - Effective Brand Keywords, Niche Keyword

underperformance, Organic pickup only· SEM – Not Participating· ILS – Traditional are heavily leveraged· Local Search – Significant opportunity· Local Social – Significant opportunity

Recommendations· Get aggressive with SEO/SEM, emergent Local Social

and continue to support the ILS with high ROI· Get aggressive with Local Search SEO

RetainConvert ExtendAcquire

GROWTH OF SOCIAL MEDIAGROWTH OF SOCIAL MEDIA

Retain ExtendAcquire Convert

Acquire: Growth of Social MediaAcquire: Growth of Social Media

Social Media allows you to protect and extend brand integrity. Social Media is very important to your target market, and your competitors know it.

Social Media allows you to protect and extend brand integrity. Social Media is very important to your target market, and your competitors know it.

RetainConvert ExtendAcquire

· According to Nielsen, Social Media now accounts for 10% of all time spent on the internet, and is the fourth most popular activity, ahead of email. link

· According to Nielsen, Social Media now accounts for 10% of all time spent on the internet, and is the fourth most popular activity, ahead of email. link

Acquire: Growth of Social MediaAcquire: Growth of Social Media16,403? This has grown 33% in 10 days.

Acquire: Growth of Social MediaAcquire: Growth of Social Media

On Twitter, the term ‘apartment’ is mentioned very frequently and consistently, and is compared here to mentions of Ashton Kutcher’s username, during the week he became the first user to gain 1M followers.

Acquire: Growth of Social MediaAcquire: Growth of Social Media

Findings· Monitoring, but not actively participating in Social· Involvement varies across communities

Recommendations· Adopt a strategy that favors signal over noise, making

efficient use of time· Engage, starting with mainstream networks· Track and report on Social activity

Radian6 link

Andiamo link

Findings· Monitoring, but not actively participating in Social· Involvement varies across communities

Recommendations· Adopt a strategy that favors signal over noise, making

efficient use of time· Engage, starting with mainstream networks· Track and report on Social activity

Radian6 link

Andiamo link

RetainConvert ExtendAcquire

EMBRACING NEW TECHNOLOGIESEMBRACING NEW TECHNOLOGIES

Retain ExtendAcquire Convert

Acquire: Embracing New TechnologiesAcquire: Embracing New Technologies

Your target market wants to adopt these new technologies, and you should support them.Your target market wants to adopt these new technologies, and you should support them.

· Mobile access to classified advertising is a key growth area, according to a recent report from Openwave link

· Points of Interest (POI files) Identifies and maintains geolocation of all

your physical properties Downloadable to car GPS Aggregated online link

· Mobile access to classified advertising is a key growth area, according to a recent report from Openwave link

· Points of Interest (POI files) Identifies and maintains geolocation of all

your physical properties Downloadable to car GPS Aggregated online link

RetainConvert ExtendAcquire

The Apartment Guide iPhone app is currently ranked 18th in free utilities, according to mobclix link

Acquire: Embracing New TechnologiesAcquire: Embracing New Technologies

Daily Unique Users

Jan-08

Daily Unique Users

Jan-09% Change

Accessed News and Information (any) 10,821 22,369 107

Accessed social networking site or blog 1,761 9,278 427Traded stocks or accessed financial account 1,135 3,274 188

Accessed movie information 1,077 3,072 185

Accessed business directories 939 2,447 161

Accessed entertainment news 2,104 5,470 160

*For categories of usage with monthly audiences above 15 millionThree-month Average Ending January 2008 and January 2009U.S. Mobile Phone Users comScore, Inc.http://www.comscore.com/press/release.asp?press=2752

Fastest-Growing Categories for Daily Mobile Web Access*

RetainConvert ExtendAcquire

Acquire: Embracing New TechnologiesAcquire: Embracing New Technologies

Findings· Online offerings not suited for mobile devices· Mobile sites in development· POI files not offered

Recommendations· Begin with mobile support for the current leaders· Provide failover text-only alternate versions of sites· Compile POI files for your properties and make them

available on site and at POI aggregators

Findings· Online offerings not suited for mobile devices· Mobile sites in development· POI files not offered

Recommendations· Begin with mobile support for the current leaders· Provide failover text-only alternate versions of sites· Compile POI files for your properties and make them

available on site and at POI aggregators

RetainConvert ExtendAcquire

UNDERSTANDING USABILITYUNDERSTANDING USABILITY

RetainConvert ExtendAcquire

Convert: Understanding UsabilityConvert: Understanding UsabilityUsability is important because it is the extension of your brand, customers will equate the quality of your site to the quality of your offerings.

· Best Practices Homepage Layout Navigation Headings, Titles, Labels, Links Content and web copywriting 508 compliance and accessibility link

Usability is important because it is the extension of your brand, customers will equate the quality of your site to the quality of your offerings.

· Best Practices Homepage Layout Navigation Headings, Titles, Labels, Links Content and web copywriting 508 compliance and accessibility link

RetainConvert ExtendAcquire

Convert: Understanding UsabilityConvert: Understanding Usability

RetainConvert ExtendAcquire

Convert: Understanding UsabilityConvert: Understanding Usability

RetainConvert ExtendAcquire

These are links to other

subsections of this site

Convert: Understanding UsabilityConvert: Understanding Usability

RetainConvert ExtendAcquire

You are here.

Convert: Understanding UsabilityConvert: Understanding Usability

RetainConvert ExtendAcquire

Over 90% of the

inbound traffic starts

on the homepage

Convert: Understanding UsabilityConvert: Understanding Usability Findings

· Navigational challenges· Off-site links are presented in the same context as In-site

links · Some elements lack consistency in content, brand and

style Recommendations

· Provide structural and positional feedback· Differentiate links to off-site content and PDF’s· Work toward unification of content, brand and style

Findings· Navigational challenges· Off-site links are presented in the same context as In-site

links · Some elements lack consistency in content, brand and

style Recommendations

· Provide structural and positional feedback· Differentiate links to off-site content and PDF’s· Work toward unification of content, brand and style

RetainConvert ExtendAcquire

DIGITAL BRAND EXPERIENCEDIGITAL BRAND EXPERIENCE

RetainConvert ExtendAcquire

Convert: Digital Brand ExperienceConvert: Digital Brand Experience

The importance of branding has not changed much with the web, but it’s ability to degrade has. Brand is still your first impression.

· Use clearly identified calls-to-action· Convey a consistent, top-shelf message· Maintain a Brand Book, and enforce Brand Guidelines· Extend the brand into the experience

Virtual Tours Community blogs and social networks Online Reviews

The importance of branding has not changed much with the web, but it’s ability to degrade has. Brand is still your first impression.

· Use clearly identified calls-to-action· Convey a consistent, top-shelf message· Maintain a Brand Book, and enforce Brand Guidelines· Extend the brand into the experience

Virtual Tours Community blogs and social networks Online Reviews

RetainConvert ExtendAcquire

Convert: Digital Brand Experience

Convert: Digital Brand ExperienceConvert: Digital Brand Experience

Findings· Each community has a unique URL, and moving toward

branding individual communities online· Various generations of the brand evolution are still

available via clickstream Recommendations

· Identify brand gaps and seal· Centralize brand resources for companywide access· Centralize web code structures for easy evolution

Findings· Each community has a unique URL, and moving toward

branding individual communities online· Various generations of the brand evolution are still

available via clickstream Recommendations

· Identify brand gaps and seal· Centralize brand resources for companywide access· Centralize web code structures for easy evolution

RetainConvert ExtendAcquire

EFFECTIVE CRMEFFECTIVE CRM

RetainConvert ExtendAcquire

Retain: Effective CRMRetain: Effective CRM

Effective CRM will make the customer feel as though they are at the Ritz. CRM is a way of doing business. Begins when the customer first identifies your brand, but we have to identify the customer.

· Garbage In, Garbage Out· Use multiple touchpoints to identify

Inline chat – LivePerson, ClickAndChat Incentivize self-identification and registration Empower the customer with various ways to interact with your

brand· Tools: SalesForce, GoldMine, SugarCRM, Intuit MRI

Effective CRM will make the customer feel as though they are at the Ritz. CRM is a way of doing business. Begins when the customer first identifies your brand, but we have to identify the customer.

· Garbage In, Garbage Out· Use multiple touchpoints to identify

Inline chat – LivePerson, ClickAndChat Incentivize self-identification and registration Empower the customer with various ways to interact with your

brand· Tools: SalesForce, GoldMine, SugarCRM, Intuit MRI

RetainConvert ExtendAcquire

Retain: Effective CRMRetain: Effective CRM

Findings· MRI Residential implemented consistently company-wide· Online leasing deployed nationwide· Self-identification not incentivized· Difficulty locating an online contact method

Recommendations· Implement and incentivize multi-channel self-identification· Utilize campaign specific URLs to identify lead sources

Findings· MRI Residential implemented consistently company-wide· Online leasing deployed nationwide· Self-identification not incentivized· Difficulty locating an online contact method

Recommendations· Implement and incentivize multi-channel self-identification· Utilize campaign specific URLs to identify lead sources

RetainConvert ExtendAcquire

EMAIL MARKETINGEMAIL MARKETING

RetainConvert ExtendAcquire

Retain: Email MarketingRetain: Email Marketing

Email marketing is a low cost, high ROI channel: fast, cost-effective and measurable. In a down economy, marketers can expect e-mail to outperform search

· High ROI A 2008 Direct Marketers Association study found a $45.06

ROI for every dollar spent on email campaigns 75 percent of marketers state that email marketing is a

good investment in a downturn economy according to the Marketing Sherpa Benchmark 2009.

A 2008 Shop.org study found that email has the second lowest cost-per-order (CPO) of any online marketing method. The email marketing CPO of $6.85 beat paid search, which yielded a $19.33 CPO.

Email marketing is a low cost, high ROI channel: fast, cost-effective and measurable. In a down economy, marketers can expect e-mail to outperform search

· High ROI A 2008 Direct Marketers Association study found a $45.06

ROI for every dollar spent on email campaigns 75 percent of marketers state that email marketing is a

good investment in a downturn economy according to the Marketing Sherpa Benchmark 2009.

A 2008 Shop.org study found that email has the second lowest cost-per-order (CPO) of any online marketing method. The email marketing CPO of $6.85 beat paid search, which yielded a $19.33 CPO.

RetainConvert ExtendAcquire

Retain: Email MarketingRetain: Email Marketing

Findings· Varying, community-level experimentation in the past· Inconsistent autoresponse emails

Recommendations· Work with a seasoned provider to design an email

marketing strategy· Establish best practices to enable communities to

manage email marketing· Provide branded autoresponse emails

Findings· Varying, community-level experimentation in the past· Inconsistent autoresponse emails

Recommendations· Work with a seasoned provider to design an email

marketing strategy· Establish best practices to enable communities to

manage email marketing· Provide branded autoresponse emails

RetainConvert ExtendAcquire

ANALYTICS AND KPIANALYTICS AND KPI

RetainConvert ExtendAcquire

Measuring Results: AnalyticsMeasuring Results: Analytics

· Incorporate Funnels / Goals / Campaigns link

Customer Value Cost per Click

· Indentify trends and gaps· Enable more effective and

efficient Ad Spend

· Incorporate Funnels / Goals / Campaigns link

Customer Value Cost per Click

· Indentify trends and gaps· Enable more effective and

efficient Ad Spend

Mastery of analytics will truly set your online marketing apart from traditional, with the ability to track, measure and report on every nuance of the customer lifecycle

Mastery of analytics will truly set your online marketing apart from traditional, with the ability to track, measure and report on every nuance of the customer lifecycle

Measuring Results: AnalyticsMeasuring Results: Analytics

Findings· Analytics are fully installed at a property level· Goals and Funnels are not yet configured· Analytics are not fully utilized

Recommendations· Identify key landing pages· Use business rules and landing pages to define Funnels

and Goals

Findings· Analytics are fully installed at a property level· Goals and Funnels are not yet configured· Analytics are not fully utilized

Recommendations· Identify key landing pages· Use business rules and landing pages to define Funnels

and Goals

Key Performance Indicators (KPI)Key Performance Indicators (KPI)

Primary· Regional cost per lead

Cost per lead by medium Cost per lead by source

· Regional cost per conversion Cost per conversion by medium Cost per conversion by source

Primary· Regional cost per lead

Cost per lead by medium Cost per lead by source

· Regional cost per conversion Cost per conversion by medium Cost per conversion by source

Key Performance Indicators (KPI)Key Performance Indicators (KPI)

Micro Conversions· Referred traffic from online paid sources to properties· Number of regional properties viewed per session· Pages viewed by property – Available properties, virtual

tour, floor plan, community features, image gallery · Number of online leads by property· Number of completed online leases by property

Micro Conversions· Referred traffic from online paid sources to properties· Number of regional properties viewed per session· Pages viewed by property – Available properties, virtual

tour, floor plan, community features, image gallery · Number of online leads by property· Number of completed online leases by property

SUMMARYSUMMARYRed Door Interactive and Simpson Property GroupRed Door Interactive and Simpson Property Group

Understand the audience Unify the experience Flood visibility channels Convert users online Track, analyze and report Optimize your Internet Presence

Understand the audience Unify the experience Flood visibility channels Convert users online Track, analyze and report Optimize your Internet Presence

QUESTIONS AND ANSWERSQUESTIONS AND ANSWERSRed Door Interactive and Simpson Property GroupRed Door Interactive and Simpson Property Group

Appendix: Tools and ResourcesAppendix: Tools and Resources

Fundamentals· Understanding Analytics· Usability Best Practices

Emergent Technology· Mobile Usage Statistics· POI Factory

Social Media· Social Metrics tools on Mashable· Growth Rates and Top 20 Social Media sites· Using Social Media to Market Apartments· Twitter metrics for the term ‘apartment’· Interview with Eric Brown

Fundamentals· Understanding Analytics· Usability Best Practices

Emergent Technology· Mobile Usage Statistics· POI Factory

Social Media· Social Metrics tools on Mashable· Growth Rates and Top 20 Social Media sites· Using Social Media to Market Apartments· Twitter metrics for the term ‘apartment’· Interview with Eric Brown