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Apartment Marketing: Facebook Like Page – Race to 10k – Good or Bad Idea?
The core of Social Media is not “eyeballs and ears” but rather “hearts and minds.” Go for quality, not quantity. – As tweeted by @NW_Mktg_Guy
I have read a few blog posts as of late that promote the thought of racing to certain thresholds of users on the various Social Media platforms, i.e. – 10k Facebook Likes. Despite FBs flip-flopping position on the 10k number as it relates to the Like page – I am baffled as to why that would be a strategic aim. Outside of understanding the would be advantages – if FB flops again – I would have to question the quality of such a forced end result. That is to suggest that if the number grows to 10k organically via rich experiences then hooray but if the number is achieved by coercion then – booray. Simply put – don’t race to 10k just because you can.
Quality vs. Quantity
Let me preface this section by saying that I’m the last person that should be writing a post taking sides on this subject. One could move right to my personal FB profile and question – why I friend everyone that comes across the recommendation page [it is not exactly everyone – only if there are multiple mutual connections between the networks]. The somewhat akward and funny answer is that I love defending myself from indefensible positions. That aside, the real answer is – despite the overlapping networks – I don’t know but I have been thinking about it for a couple of months now. I will admit that I am closer to deciding that quality is the better aim although I don’t have a premise for that position as of yet. And I would not suggest there is a right or a wrong answer.
All that being said, the tweet above really resonated with me concerning Like pages. If you take a strict interpretation of the word engagement – it really does boil down to the soft stuff. Like the quote suggest – heart’s and minds. In my head – that translates not to – Like your organization but rather Love your organization. I think there is a difference but that discussion is for another day.
What are your thoughts? Race for the thresholds despite quality – or, slowly grow to the threshold through remarkable experiences that people naturally invite their friends to be a part of? Or, do you have a completely alternate position on the subject?
Photo credit scs.ryerson.ca
Multifamily Rehab: Mills $4m CityView Rehab Kicking Off
After ten long months of living in flux – residents of CityView Apartments [formerly known as Plaza Square] in downtown St. Louis are going to see the property rehabbed. This is especially near and dear to me as it is part of a portfolio of real estate that I manage for Mills Properties – the place where I spend most of my day time and a good deal of night time hours.
We actually transitioned the property management piece to Mills some ten months ago in August of 2009 after a bank foreclosure. Since that time we have worked to position the property for this eventual rehab are no less excited than the Laker’s will be when they take the NBA title this year and or when the Blackhawk’s took the Stanley Cup just a few days ago.
The property has a rich history but had fallen on hard times especially in the past three to five years. We are really looking forward to being a part of something bigger than ourselves with this project. It’s right on the fringe of one of the hippest neighborhoods in all of downtown St. Louis and as such will cater to a number of different target markets.
As we move through the rehab – I hope to post many of the before and after pics, vids, social efforts, etc..
Should be an uber over the top awesome experience –
Mills Properies spending $4 million on CityView upgrades – St. Louis Business Journal
Apartment Marketing: Delivery so cheap – measuring does not matter…
I really like what @jeffreyhayzlett CMO of Kodak has to say about the ROI of social media –
“What’s the ROI of social media?…I hope they are my competitors cause I’m gonna kick their ass.”
While the jury is still out as the to metric that means the most as it relates to measuring the ROI of social medium – I think the debate of important is settled. It’s a must if you are to win in the Art of Social Media War [Sounds like a cool book title – maybe it already is – need to Google it].
Delivery so cheap – it does not matter
My overarching questions is: When does delivery become so cheap [labor included] that it makes no real difference? That is not to suggest that some level of measurement is not important. But, if you can get your stimulating participatory content out there for less than any other traditional means – knowing that it’s now highly interactive in nature – how important is it really?
Will you refer us to your friends?
The only metric that really matters in my mind – is not absolute mass but rather is your offering [apartment living experiences in my case] really worth telling your friends about. If the answer is no, then 10k likes, 10k followers, etc…means little.
What do you think? Is deliver so cheap that ROI is taking on less of a real meaning? If not, what would you choose to measure and why?
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Apartment Amenity
The U-Socket Charges USB Devices Without an Adapter
I am thinking this is a must have – must install in at least one to two places in our apartments. I think for student properties – you at have a least one per bedroom – plus any and all common areas through out your community.
Buy them here – no affiliate just sharing –
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Apartment Marketing: Invite the Thirty and Learn the Dirty…
I love what Mack Collier had to say a couple days ago in his post titled: The next evolution of social media for business is…
The following quote from his post struck me most…
Here’s the twist that makes this event so interesting to me; The 15 customers Dell will meet on the 15th are customers that have issues with Dell, and want to voice those issues to the company. The 15 customers Dell will meet on the 17th are evangelists of the company. So over the course of 2 days, Dell will be meeting with 30 of its most passionate customers, from both ends of the spectrum. I think this event is also an example of the next evolution of social media for companies.
Invite thirty and learn the dirty
The dirty little chatter that could work to make the your apartment living experience [read: offering] one that escapes the hand-cuffs of commodity. More times that not we as operators gather our troops in our conference rooms across this great land and decide on the next best thing for employees, prospects and residents alike. Imagine if we brought the thirty in like Dell is doing? That is once we have taken the time to understand who they really are.
Being a part of something bigger than yourself
Play along with me on this for a second – remember the last time you felt compelled – really compelled as a result of something you participated in something bigger than you? Remember how you felt leading up to, during and after the event? Do you still talk about it to this day? Did it shape your view of the world? Do you feel compelled to share not only the event but the organizer or organization that put on the event?
There is, innate in all of us, an underlying need to belong, to feel appreciate, to feel heard, wanted and important. As marketers – it’s not our job to exploit that but rather harness it and use it for a greater good.
Is it possible in our business? You bet it is. The questions is – are we willing to get those people in a room where there is no monitor to hide behind – where canned corporate speak is left to improv at the risk of authenticity and transparency? The second half of the thirty could be fun – it’s the first half I would be anxious about.
We have done our fair share of surveys and focus groups over the years but never did we go after the downside hardliners. Mack and Dell have me thinking hard about the obvious value of doing so…what do you think?
