Mike Whaling, 30 LinesApril 30, 2009

Mike Whaling, 30 LinesApril 30, 2009

BackchannelTwitter: #aimsm

BackchannelTwitter: #aimsm

Download the slides:SlideShare.net/30lines

Download the slides:SlideShare.net/30lines

Urbane GoalsUrbane Goals

Reduce spending on paid listings Build sense of community and

exclusivity Sell a lifestyle and experience

Reduce spending on paid listings Build sense of community and

exclusivity Sell a lifestyle and experience

Social media is peoplehaving conversations

online.

Social media is peoplehaving conversations

online.

The conversations are already happening...

The conversations are already happening...

…So start by listening.…So start by listening.

Ears to the GroundEars to the Ground

No one cares aboutthe apartment.

No one cares aboutthe apartment.

Take advantageof the tools.

Take advantageof the tools.

Online ClassifiedsOnline Classifieds

More ToolsMore Tools

Give ’em somethingto talk about.

Give ’em somethingto talk about.

Be RemarkableBe Remarkable

Be RemarkableBe Remarkable

Deliver an ExperienceDeliver an Experience

Fish wherethe fish are.Fish where

the fish are.

MySpaceMySpace

Facebook PageFacebook Page

Facebook ProfileFacebook Profile

Give Residents Their Own SpaceGive Residents Their Own Space

Become acommunity hub.

Become acommunity hub.

Community BlogCommunity Blog

Extend the ReachExtend the Reach

Fail fast.Try again.Fail fast.

Try again.

Make It As Easy As PossibleMake It As Easy As Possible

Ask for the review.Ask for the review.

Put It in Their Face Put It in Their Face

Own Your NameOwn Your Name

Promote TransparencyPromote Transparency

How does it allget managed?How does it allget managed?

Resources RequiredResources Required

2.5 employees spend 1-3 hours per day 2.5 employees spend 1-3 hours per day

6-8 compensated resident bloggers 6-8 compensated resident bloggers

Total Costs for All Tools:

$973Total Costs for All Tools:

$973

$2.86 per unitfor the year

$2.86 per unitfor the year

Urbane ResultsUrbane Results

Website traffic up 65% Blog traffic up 4,300% (Grows 35%

monthly) Participation in Urbane Lobby up 400%

Website traffic up 65% Blog traffic up 4,300% (Grows 35%

monthly) Participation in Urbane Lobby up 400%

Urbane ResultsUrbane Results

No paid advertising in past eight months

Nearly 100% increase in lease conversion

Rents consistently higher per square foot than local competition

Brand awareness drives referrals and resident retention

No paid advertising in past eight months

Nearly 100% increase in lease conversion

Rents consistently higher per square foot than local competition

Brand awareness drives referrals and resident retention

One More Benefit…One More Benefit…

Mike Whaling@30lines

Mike Whaling@30lines