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Local Social Media Is Your Competitive Advantage: Part OneBefore
the era of mass media, community-based outlets were the primary
sources of word-of-mouth messaging. That trend is returning now, as
marketers must reach an ever-narrowing audience segment online.
Managing customer relationships and interaction is more effective
at the local level.
Hyper-local search and integrated websites incorporating social
media have made it easier for small businesses with limited budgets
to target these narrowing segments. The use of local stories, local
media, and local language adds credibility to local business
messaging and emphasizes relevancy for properties.
What Is Local Social? 2
Amplify Reach At The Local Level To Attract And Retain Residents
3Local listings and business directories best practices: 4
Optimize individual social networking profiles. 4Facebook 5
A “Mobile-First” Strategy 5
Custom URL 6
Foursquare 6
Twitter 7
Google (Google+ Local and Google+) 8
Instagram 9
Pinterest 10
Blogs 11
Ratings & Reviews 12
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What Is Local Social? Residents live, work and shop in their
local communities. Community relationships are local by design.
Demonstrate an expertise in the immediate local area and target
content directly to that audience—10, 15, or 20 miles from the
property location.
PC’s and laptops are primarily used in the beginning stages of a
local business search. In comparison, mobile phones and tablets are
more likely to be used in the middle or at the end of the process.
Successful local business searches
conducted via mobile phones are more likely to end with a
property visit than PC, laptop or tablet searches. Local searchers
who used a mobile phone or tablet were more likely to make a
purchase as a result of their search.
A sizable shift to mobile is occurring. Facebook and Google Maps
are dominating the local
mobile search market. Mobile searchers make purchasing
decisions; where to eat, where to shop… even where to live! 61
percent of online searchers believe local results are more relevant
and 58 percent find them more trustworthy than paid results.
Social, Local and Mobile are all connected! This marketing trifecta
is often referred to as SoLoMo.
Local search on mobile phones continues to grow with nearly 86
million accessing local business information on their mobile
phone.
15-50% of the people visiting a website will do so from a mobile
device.
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Amplify Reach At The Local Level To Attract And Retain
Residents.Optimize local presences to drive more traffic to
websites and other online communities!
Before optimizing specific local social networking presences,
create and implement a Uniform NAP policy for all accounts. Be
certain that the property name, address and phone is correct and
consistent on primary local business directories.
Why directories? They provide information about local businesses
to mapping and social media services like Facebook, Foursquare,
Twitter, Google+ Places, and even Siri.
Of the mobile phone searchers who say they use applications to
search for local businesses, 35% use Google Maps.
• Localeze• Acxiom • SuperPage• YellowPages• Insider Pages•
Google+ Places
• Yahoo! Local• Bing Places• Yelp• GetListed• Wikipedia
Updating these directories and local listings will provide a
real competitive advantage for improving the visibility and reach
of local properties.
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Local listings and business directories best practices: › Keep
all of the data on the local-level! Do not use tracking phone
numbers
or toll-free numbers. A local area code is a must-have. › Use
keywords in the description fields › Choose appropriate categories
› Unless otherwise noted, always include the http:// prefix for
websites to
activate live linking
Optimize individual social networking profiles.If the number one
rule is to maintain a Uniform NAP, the second rule is certainly to
fill-in all of the blanks! Develop a list of local keywords and
phrases to incorporate within profile descriptions and content.
Each social network is unique. The following sections discuss
optimizing specific social networking accounts.
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Optimize Facebook
Use the property name that residents most frequently identify
with and avoid abbreviations when possible. If the property name is
already used, incorporate the location of the property within the
name to differentiate and make searching easier. Does the property
use multiple and/or various names? Is Apartments truncated to Apts?
These are the types of inconsistencies that make local search more
complicated for prospects.
Include as many details as possible about the property,
including the About, Mission, and Company Description sections.
Within the About section, incorporate a sentence with a couple of
keywords and phrases, the local phone number, address, and website
link. In the Company Description, be sure to differentiate the
property from the competition. For example, everyone has a
“sparkling pool,” so think out of the box for descriptions.
Adopt A “Mobile-First” Strategy For The Property Facebook
Page.
Optimizing Facebook pages for mobile includes:
› Checking the Facebook page from mobile devices to view what
the public sees
› Displaying the best content with a pinned post! The mobile
Facebook application does not show the full property timeline.
› Adding interesting and colorful images to content and ads
92% of those who searched for local business information on
social networking sites used Facebook.
78% of U.S. Facebook users login via mobile.
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For best results on desktops and laptops, highlight the most
popular Facebook updates on the property Facebook page. Utilize
Facebook Insights to determine which content that is most popular
and engaging. Then select the post and highlight it on the
page.
Does The Property Have A Custom URL Yet?
These four steps will change the username and the property
Facebook Page URL.
1. Log into the Facebook account and press the cog icon on the
top-right2. Select Account Settings and click Edit in the Username
row3. Enter the property name beside Username4. Press Save
Changes
To allow residents to communicate privately, enable the Message
Page feature. This could prevent unwanted negative public posts by
unhappy residents or prospects.
Optimize Foursquare
Establish a Foursquare profile and then create (or claim an
existing) Foursquare location. Uniform NAP, profile and location
photos, and descriptions are essential.
Create Foursquare locations for your gym, pool, laundry room,
etc. using window clings and signs. Consider a Foursquare Mayor
parking spot or Check-in only parking!
The next step is to connect the new Foursquare profile to the
property Twitter account, in order to cross-promote content created
between the two accounts. Leave tips at local community businesses
with the new profile and share the tips on Twitter. Consider
creating a unique
Recommendations and check-ins from friends appear on mobile
newsfeeds.
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hashtag for all of the local check-ins and tips, to make
searching on Twitter easier for residents and prospects. Great
hashtags are short but fun! Last, but not least, ask residents and
prospects for Foursquare feedback.
Optimize Twitter
Even if the property already has a Twitter profile, it can be
optimized and updated.
Research and connect with local Twitter users on WeFollow.com, a
Twitter directory. Google search can also provide a list of local
Twitter profiles when site:twitter.com + “city name” is typed in
the Google search bar. Join the conversation slowly, not by
advertising or selling vacant homes. Discuss and share information
about the community and local events.
Twitter recently rolled out a new option within settings that
allows users to receive direct messages from anyone who follows
them, even if they don’t yet follow back. This is useful for
properties utilizing Twitter as a customer service tool; enable
this option.
58% of searchers that use Social Networking Sites describe
themselves as more likely to use a local business if a connection
recommends it.
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Optimize Google (Google+ Local and Google+)
Many properties have a Google Local page and aren’t aware of it.
Claim any and all of the pages associated with the property, then
request duplicate listings be removed. After incorporating Uniform
NAP within the property Local and Google+ pages, share real photos
of your community! Photos regularly appear within Google search
results. Resident and prospect +1’s combined with quality photos
are playing an increasing role within search discovery and
click-through.
We’ve learned about competitive advantages for Google, but here
are a few negative ranking factors to keep in mind:
› Wrong location within maps or incorrect placement on the map
marker
› Keyword stuffing – use moderation › Mismatched NAP › Using
call tracking numbers › Incorrect business category › Negative
sentiment in page place
reviews › Multiple places pages:
• Same name or for the same business• Same phone number for the
same business• Different languages for the same business
Of 500 million people who have registered Google+ accounts, 235
million actively use their accounts each month.
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Optimize Instagram
Instagram is a geo-location aware visual social network,
primarily accessed via mobile devices. Connect the Instagram
account to Twitter, then share photos and local content using the
same hashtag as used on Twitter and Foursquare.
Opportunities for reach and marketing with Instagram are
endless! Here are a few ideas to boost engagement:
› Post 15-second tours of your property › Share resident
testimonials › Incorporate neighborhood business outreach › 30 Days
/ 30 Photos: walk, run, or ride around the local community
surrounding the community focusing on parks, historic buildings,
local business marketing partners, popular venues, restaurants,
etc. Take 30 photos! Share one photo a day on Instagram using the
hashtag and distribute through other social networking channels to
build a local brand.
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Pinterest
To optimize the Pinterest account or board for local reach:
› Share community photos, videos and floor plans! Then edit to
link to them back to the property website. Sharing is most
efficient when the website has an integrated social component.
› Use the hashtag created for local content on other social
networks
› Incorporate other hashtags within the native Pinterest culture
› Utilize keywords and phrases about the local community within the
photo
description › After posting photos and floor plans, edit the
photo and provide a link to
the website of the business or place within the photo
Pinterest drives more traffic (3.68%) to publishers than
Twitter, LinkedIn, Reddit and Google+ combined, second only to
Facebook (10%) for traffic.
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Blogs
Savvy properties are utilizing an integrated strategy for their
web presences. They are incorporating property management software
for accepting rent and maintenance requests online, and even
streamlining the sharing of updates on the community blog, seamless
integration is critical.
We’re not going to dive too far into the blogging pool but there
are a few ways to get back to local with content:
› Incorporate the social sharing options that are available on
your website and blog
› Utilize keywords and phrases within the names of photos before
uploading to the blog and add an appropriate photo alt name and
description
› Don’t forget the importance of anchor text › Create titles
using keywords and phrases › Write and share local content!
How-To’s and Lists dominate search
• 5 Fun Facts About “your city name”• 7 Things To Do in “your
city name”• 10 Best Places to find deals in “your city name”• “Best
of ________” contest participation
› Embed Facebook posts to share positive updates made on the
property Facebook page, rather than using screenshots.
› Consider embedding posts from other local news resources on
the blog. Remember that readers can click-through on the embedded
post to see the original update on Facebook.
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Optimize Ratings & Reviews
General sentiment, diversity and quantity of reviews on search
sites like Google Places or Bing Local will improve visibility
within those search results. This is demonstrated within browsers
and mobile map applications. Third-party traditional review sites,
like Apartment Ratings, also improve rankings. However, for an
immediate competitive advantage request that mobile users review
your property on Google while visiting.
Google has recently announced that shared endorsement ads will
be available for advertisers. When a review is posted or a +1 is
made from an account that has not disabled the advertising feature,
an advertiser can use the review or +1 to run an ad. The ads
actually include the name and face of the endorser, which is an
advantage for businesses seeking an increase in local reach.
Request Google reviews for properties with fewer than ten
reviews. When making the request for reviews, use terminology that
includes your local area. For instance, “We’re so glad you enjoyed
the tour! We’re really trying to spread the word about our
property. If you would like to leave us a
two to three sentence review from your Google map app and tell
everyone we have the best homes in Houston, we’d really appreciate
it!”
Once the property has more Google reviews than the local
competition (or ten), modify future requests to alternate between
third-party review sites, Bing Local and Google Maps. Remember not
to offer an incentive in exchange for a positive review.
Individuals searching for local businesses through social means
are active content creators, with 45% submitting reviews
online.
Did you know? The use of local terms within a review actually
adds credibility to the review.
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SOURCES:
ABOUT THE AUTHOR
Social media consultant Charity Zierten from Socially Engaged
Marketing®, is regarded as a leading industry expert on utilizing
social media strategies for the multifamily housing industry.
Charity shares unique and innovative perspectives on the use of
various social networking channels to reach residents and prospects
during national and regional apartment industry events.
Find Charity online at SociallyEngagedMarketing.com.
ABOUT APPFOLIO
AppFolio provides complete web-based property management
software designed for the modern property manager.
Learn more about AppFolio at www.AppFolio.com.
CHECK OUT THESE OTHER GREAT RESOURCES
› Managing Your Online Reputation › Recap Of Local Social Media
Is Your Competitive Advantage › Local Social Media Is Your
Competetive Advantage: Part Two
Download “Local Social Media Is Your Competitive Advantage: Part
2” to learn: › How to use local social techniques to strengthen
your brand message,
build relationships and encourage loyalty with prospects and
residents. › Finding and creating content to target and engage your
local audience.
· Shareaholic · comScore · Digital Trends · Neustar Localeze
·Moz · Google · Search Engine Journal
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What Is Local Social? Amplify Reach At The Local Level To
Attract And Retain Residents.Local listings and business
directories best practices:
Optimize individual social networking profiles.Optimize
FacebookAdopt A “Mobile-First” Strategy For The Property Facebook
Page. Does The Property Have A Custom URL Yet? Optimize
FoursquareOptimize TwitterOptimize Google (Google+ Local and
Google+)Optimize Instagram PinterestBlogsOptimize Ratings &
Reviews