Originally presented by Mike Whaling at the Landlords of Iowa Conference in Cedar Rapids, October 8, 2011.

1. Building Your
Legacy Online
Mike Whaling, 30 Lines
www.flickr.com/photos/leekreider/5466688168/

2. We have the opportunity
to improve our residentsʼ
lives every day.

4. The legacy ... of a businessman

5. Lessons from Steve Jobs
>> Great products are the best marketing
>> Obsess about the customer experience
>> Listen to customers, but not too much
>> Always assign responsibility (DRI)
>> You don’t have to invent. Just improve.

6. Legacy can be local, too

8. Why build your
presence online?

9. 97% research products online
www.flickr.com/photos/urbanelife/3183454845

10. “53% of the content users read about
a company online comes from sources
other than that company’s website.”
>> International Social Media Research, Universal McCann

11. Renters are looking for you
Monthly searches on Google:
apartments in Cedar Rapids — 12,100
apartments Cedar Rapids Iowa — 5,400
Cedar Rapids rentals — 4,400
apartments for rent in Cedar Rapids — 1,600
Cedar Rapids rental homes — 590

12. >> It levels the playing field
by giving you a voice.
>> It gives you a direct connection
to your clients.
>> It gives your clients a direct
connection to each other.
>> Google never forgets.

13. Where should I
be online?

14. Endless opportunities
>> Websites >> Craigslist
>> Blogs >> Internet Listing Sites (ILS)
>> Local directories >> Ratings & review sites
>> Facebook >> Photo sharing (Flickr, Instagram)
>> Twitter >> Video sharing (YouTube, Vimeo)
>> E-newsletters >> Live streaming (Ustream)
>> LinkedIn >> Discussion boards and forums
>> Niche social networks >> Group texting (GroupMe)
>> Location-based services (Yelp, Foursquare)

15. TheConversationPrism.com
A set of communication tools

16. Answer these questions ...
>> Who are our audiences?
>> Where are they online?
>> Is this a sustainable tactic?
>> How does this advance business
objectives?
>> Does this enhance our residents’
experience?

17. What are the trends?
>> Social interaction
>> Personalized experience
>> Real-time, real-place information
>> Everyone is a publisher (even you)

18. Have a strong home base

19. For your website
>> Make sure it’s easy to use
>> Be clear about what you do
>> Photos make the site
>> Make it easy for people to contact you
>> Keep it fresh
>> Use a system that’s easy to edit

20. You are here.

21. How does a broad online
presence help?

23. www.flickr.com/photos/codefin/31064460

24. Focus your efforts

25. What can we do?

26. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

27. Be the authority
www.flickr.com/photos/cardopoli/219069323/

28. Be the neighborhood concierge

30. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

31. www.flickr.com/photos/urbanelife/3183422847
“Social media” is people
having conversations ... online.

32. Customer service & FAQs
www.flickr.com/photos/cardopoli/219069323/

33. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

34. Build buzz & referrals

35. Let others do the talking

36. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

37. Leave a trail for others to see

38. Claim your place
www.flickr.com/photos/cardopoli/219069323/

39. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

40. Monitor your reputation

41. Build a broad presence
www.flickr.com/photos/cardopoli/219069323/

42. A personalized experience
www.flickr.com/photos/cardopoli/219069323/

43. Broaden your reach
>> Facebook >> Photo sharing (Flickr, Instagram)
>> Twitter >> Video sharing (YouTube, Vimeo)
>> Blogs >> Live streaming (Ustream)
>> E-newsletters >> Discussion boards and forums
>> LinkedIn >> Group texting (GroupMe)
>> Niche social networks
>> Location-based services (Yelp, Foursquare, Gowalla)

44. Steal these ideas
>> Build a broad online presence (SEO)
>> Be the neighborhood concierge
>> Customer service & FAQs
>> Grow “brand” buzz & referrals
>> Leave a record for prospects to see
>> Monitor & protect your reputation
>> Streamline communications

45. Streamline communications
From Library of Congress on Flickr

46. Many tools. Choose wisely.
www.flickr.com/photos/tashland/259178493

47. Test the water.

48. Where to start?
>> Focus on your website
>> Claim Google Place
>> Install Google Analytics
>> Set Google Alerts for your name
>> Create a Facebook Page
>> Add “Share” buttons to your website
>> Comment on a local forum/blog

49. What else can you do?
>> Use email for efficient communication
>> Use social media to develop relationships
>> Promote your site on print materials
>> Give people an incentive to visit you online
>> Invite happy customers to leave reviews

50. How can we complement
this online?

51. Itʼs not about you.

52. Know what success looks like.

53. Tools and resources?

54. 30lin.es/links

55. #AptChat
twitter.com/aptchat

56. Look at the whole picture.
>> Your “brand” is how people perceive you.
What other say about you is more
important than ever before.
>> Like it or not, people talk about your
company. Participating helps you control
the message.

57. Do amazing things.
Provide remarkable service.
Others will share your story.

58. “Going to bed at night saying we’ve
done something wonderful ...
that’s what matters.”

59. instagram.com

60. Text my30 to 88000

61. Mike Whaling
614.859.5030
mike@30lines.com
30lines.com
twitter.com/30lines
facebook.com/30lines

62. Thank you!
Letʼs talk.