2017 Agenda



12:00PM – 6:00PM
Registration Sponsored by Yardi
Please pick up your Registration “Goody” Bag — compliments of Yardi. A badge is your admission to the conference program, receptions, breakfast, lunch, and refreshment breaks.
1:00PM – 5:00PM Exhibitor Set-up
2:00PM – 5:00PM Preconference Workshop: An Apartment Manager’s Refresher Course on Social Media Marketing
Back by popular demand! Erica is consistently rated as one of our top instructors by our attendees! This in-depth and interactive class will feature case studies and hands-on participation, focusing on how social media can drive new resident leads and increase retention immediately. A great refresher course and provides a strong foundation to learn more from the main conference. Read course description.

Workshop: Additional fee. Participation is only open to registered attendees and sponsors of the Multifamily Social Media Summit conference. This workshop is limited to the first 50 attendees who sign-up for the workshop.
Erica Campbell Byrum

Director of Social Media
For Rent Media Solutions
5:30PM – 6:30PM
Welcome Reception – Networking and Cocktails
The Meritage Resort and Spa


7:00AM – 6:00PM Registration Sponsored by Yardi
Please pick up your Registration “Goody” Bag — compliments of Yardi. A badge is your admission to the conference program, receptions, breakfast, lunch, and refreshment breaks.
8:00AM – 9:00AM Coffee with Sponsors and Exhibitors
9:00AM – 9:15AM Welcome and Opening Remarks
9:15AM –10:15AM
OPENING KEYNOTE ADDRESS: The Live Video Revolution: How the Multifamily Market Can Build Relationships and Get More Business with Live Video

“This keynote talk is an important one as the subject represents a key shift in social media since the introduction of the smart phone.”
Joel Comm
The talk demonstrates how the new live video features of applications such as Facebook LIVE, Periscope, Snapchat and others provide opportunities to reach the target market, drive conversation, capture leads and convert sales. As the lines between traditional television, cable tv, video-on-demand services such as Netflix and live online video become more blurred, businesses have an opportunity to capture the attention of consumers in a way that virtually levels the playing field. With an overview of the essential apps & sites, ideas for how live video can be used and examples of how the Multifamily industry can turn leads into sales using live video, this talk will equip and inspire the audience to leverage the power of live video before their competitors catch on!
Joel Comm
New York Times Best-Selling Author, Speaker, and Entrepreneur
10:15AM – 11:00AM
Session 2: How to REALLY Amplify Your Online Presence: The 3-for-1 Social Media Strategy

It’s easy to spend hours working on your social media strategy. Converting your efforts into revenue has never been cheaper, or easier. So why are so many people struggling to spread the word about their brand and business?
  • In this session you’ll learn how Instagram can be used as the home base of your social media strategy.
  • Explore how to strategically cross-promote one message to reach thousands of people without hours of extra work being required.
  • Discover how to leverage the newest live streaming platforms to prime your audience for your latest offers.
  • By the end of the session you’ll be able to take one dynamic message and turn it into your weekly social media strategy, and growing your business faster than ever before!
sue-zimmerman Susan B. Zimmerman
#instagramexpert, creator of the online Instagram course “Ready Set Gram”
11:00AM – 11:30AM Networking Break/Interaction With Sponsors and Exhibitors
11:30AM – 12:15PM

Session 3: Personalization Through Data: Getting the Perfect Message to the Right Audience

When it comes to understanding your prospects, there is no source of information more comprehensive and accurate as social media. The user data collected on social channels bests any amount of survey, poll, questionnaire, or even census data that we have ever collected, and all of that information can be used to tailor your message for hyper-targeted audiences. Personalization is crucial to the success of your brand online, and data finds itself at the root of any content personalization process.

In this session, you’ll learn how to:

  • Identify and analyze social user data sources
  • Develop detailed target audience clusters
  • Leverage hyper-targeted social advertising for optimized conversion.

On its surface, social data can appear daunting, but this session will be geared towards simplifying the concept and providing attendees with the tools and know-how to start utilizing their data in order to maximize their results on social media.

corey-padveen Corey Padveen
Director, Global Social Business Strategy at t2 Marketing International, and Google AdWords Certified, Google Analytics Certified, as well as a Certified Inbound Marketer.
12:30PM – 1:30PM Luncheon at The Meritage Resort and Spa
1:30PM – 2:15PM Session 4: The Art of Mobile Lead Generation to Attract and Convert More Leads

  • Why mobile must become one of your most important focused efforts in 2017
  • Get social. What’s working now & why?
  • What you need to build the right foundation to ensure success in mobile conversions
  • 5 step-by-step social strategies to dominate your mobile marketing
Michelle Van Otten
Founder & Lead Strategist
Profit Ventures, LLC
2:15PM – 3:00PM
Session 5: Content for People

Social media is no longer a trend. Facebook, Instagram, Twitter, Snapchat, LinkedIn, and YouTube are proven advertising platforms that have given marketers the tools to drive messages directly to consumers in a way that no marketers have been able to take advantage of before. No one can argue that.

As marketers, we have to move beyond the simple concept of just having a presence on social media to being hyper focused on exactly what we’re putting there. And, because one third of all online activity is spent watching it, video should be what we’re doing and is exactly we’re going to discuss (Source). But not just the fact that we should be using video. Most of us know that.

We’re going to discuss the worldwide epidemic of marketers forgetting about people. So, just for this presentation, let’s consider dropping the term “social media strategy” and focus on “video for people strategy”. If you take one thing away from this presentation, it has to be that we must create content that people want to see where they’re seeing it.Key Takeaways:

  • Develop a video for people strategy, not a social media strategy
  • Get your hands dirty with social media advertising – the only way to let data drive your content is to see it happen yourself.
  • Creating what your friends, family, colleagues, and the guy walking down the street desperately WANT to see, quality matters more than anything
Matt McAllister

Director of Strategy
Agency FIFTY3
3:00PM – 3:30PM Networking Break/Interaction With Sponsors and Exhibitors
3:30PM – 4:15PM
Session 6:   Filling the Funnel With Social Media 

We will talk about generating awareness through social media and sustaining it through the changing landscape. Together, we will be breaking down relevant social media metrics and explain how to act on them.

Additionally, being a first mover in any industry is a major key to generating awareness. So, we will be looking ahead to social media 2020 with predictions as well as looking at some companies in the transportation and tourism industry that are leading the charge.

By the end of this talk you’ll:

  • Understand which awareness metrics impact your business
  • Be able to separate metrics that matter and those that do not
  • Learn how to impact awareness metrics using social media
  • Know how to develop creative strategies to approach to social media in order to drive awareness

If you’d like to chat with Dylan before then, you can find him on Twitter @DylSell.

Dylan Sellberg

Implementation Specialist
4:15PM – 4:45PM Session 7: Social Media Authenticity with Scaling Portfolios: How to Brand Your Assets Individually

Being authentic means expressing your brand values through every interaction—whether online or offline. The hardest part is understanding what makes your brand truly unique from the perspective of your most valued residents, and how those perspectives vary from location to location.

Social media is a tool that amplifies your brand, both positively and negatively, and must be approached with a scalable plan and dedicated time to engage and learn from your customers. Relevancy is key to meaningful online conversations, and to be relevant you must first discover your audience’s wants, needs, struggles, and motivations. Your brand representatives must then understand what makes you truly unique—from the perspective of your most valued residents—so that your brand values are integrated at every touchpoint.

Join us for this exciting session to learn how to actively engage in community topics and provide answers and education as you build your localized brand presence across all your assets. Hear from Julie Halsey, Director of Digital Marketing for CWS Apartment Homes, as she discusses:

  • How they brought all of their properties up to consistent brand standards with authentically scaled social media strategies.
  • Walk through how CWS successfully employed posting tactics that centered on campaigns rather than one-off posts and take a deep dive into how they strategically drove online engagement, rather than one-sided conversations.
  • Get a glimpse into CWS’ future plans for developing a business intelligence tool that ties property and regional manager bonuses to social media and reputation management success metrics to encourage greater focus and adoption.

In this session, you’ll learn how to leverage tips, tools and actionable metrics to improve authenticity while amplifying brand values across your entire portfolio. Walk away from this session with a toolbelt of tactics to use today to improve your social media efforts and ROI.

Julie-Halsey-revNicole Mintiens Julie Halsey
Director of Digital Marketing
CWS Apartment Homes

Nicole Mintiens
Data Analysis and Insights Manager

4:45PM – 5:30PM Session 8: Facebook Then and Now

Facebook is hands down the largest and most powerful social media channel for business. However, they were not always the leader in the social space.

Facebook’s 10th anniversary is February 4th and SOCi wanted to commemorate their success by giving a brief history of what Facebook was and what they are today. We will discuss how Facebook became a standard for business and how you can grow your business through Facebook in today’s fast-paced and tech-savvy world.

  • Facebook in 2004
  • How Facebook became a standard for business
  • How technology has affected the way we engage
  • Growing your business with Facebook in 2017
  • Facebook best practices for business
Afif Khoury

SOCi, inc

5:30PM – 6:30PM Wine Tasting and Networking Reception Sponsored by RealPage
at the Meritage Resort and Spa


8:00AM – 9:00AM Coffee with Sponsors and Exhibitors
9:00AM – 10:00AM Keynote #2: Driving Customer Centricity in Multifamily Marketing

The rapid change in how consumers communicate, digests content, socialize, and make housing decisions have caused apartment managers and multifamily marketers to continuously evolve their marketing tactics to attract and retain new residents. Tackling the challenge of achieving real and measurable returns comes down to how well you understand where to reach your target audience, what motivates them to rent or buy, and how to keep them engaged enough to close the deal.
Through best practices and examples you will learn:
  • How to leverage data and insights to better understand and respond to consumer behavior
  • The best methods for developing a flexible and multilayered master plan that evolves according to customer preferences and behavior
  • Strategies for maintaining transparency and synchronization between marketing channels such as social, mobile, etc.
thoryn-stephens-200 Thoryn Stephens
Chief Digital Officer
Formerly of American Apparel, Fox Networks, and Amgen

10:00AM – 10:45AM Session 9: Selling Your Culture Through Social Media to Attract More ResidentsYou are unique. Your properties are unique. Your audience needs to know that. But it’s so easy to get lost in the crowd on social media. It’s so easy to sound and look like everyone else. But if you know how to build and sell your culture online, you will stand out. And you will create a better team and better support your sales. In this session, we’ll take a 4-step approach to leveraging your unique culture through social media to attract and retain more residents.

A results-oriented session, you’ll learn:

  • How to get intentional with your culture and how to fuse your culture with your social media.
  • How to create the mindset to stay on the cutting edge of social media evolutions.
  • How to utilize social media to hire and build a team that supports and promotes your culture.
  • How to use social media marketing to support the sales team.
  • Lastly, this session will help you turn the amazing information of the weekend and turn it into an actionable plan ready to be implemented Monday morning.
Joe Nolan

Entrepreneur,  Coach & CEO
Tempus, Inc.
10:45AM – 11:15AM Networking Break/Interaction With Sponsors and Exhibitors
11:15AM – 11:45AM

Session 10: How to Deliver Awesome Social Engagement and Customer Service

Laurie will focus on how social media and customer service are handled as a 24/7 operation as it relates to staffing, rules of engagement, and structure and process within this highly successful airline.

Laurie Meacham
Leader of the Social Media and Customer Commitment Team
JetBlue Airways
11:45AM – 12:30PM
Session 11: Today’s Online Renter Study – 2017

Your prospective residents in 2017 are not your familiar cast of characters. In this session, uncover the clues to who this new prospect is, what technology they are using in their search, top items on their “must have” list and how the newest player in the game (new construction) is a worthy, though beatable, opponent.
  • Learn the top 5 sources renters use for their apartment search
  • Identify what information matters most to renters during their apartment search
  • Discover which social media platforms (if any) are utilized by renters
  • Find the answer to the question, “How much do ratings and reviews matter today?”
  • Understand ways to position established communities against brand new competition.
MultiFamily Social Media Summit attendees would be the very first audience to hear the results of this national online renter study.

Jen Piccotti
Senior Vice President of Education and Marketing for SatisFacts and ApartmentRatings.com
12:30PM – 12:45PM Closing Remarks and Conference Adjourns