Agenda at-a-Glance



12:00PM – 6:00PM
Registration at the Hyatt Vineyard Creek Hotel, Alexander Foyer
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: Social Media Marketing Crash Course for Apartment Managers
This in-depth and interactive class will feature case studies, hands-on participation, and one-on-one consultation focusing on how social media can drive new resident leads and increase retention immediately.  Read full course description here.  Workshop fee: Best Value Registration Option includes this workshop for only $100. Participation in this special opportunity is only open to registered attendees and sponsors of the Multifamily Social Media Summit conference.

  Adam Japko
President, DigitalSherpa
Founder, WineZag
  Chris Vaughn
Director of Marketing, DigitalSherpa
Director of Apartment Finder Social Media Group
  Justin Fishaw
Director of Content & Social
  Eric Brown
President, Urbane Apartment
President, Urbane Media
 5:30PM – 6:30PM 
Branding, Social Media, Content and Wine
A rare opportunity to not only meet two of the most respected wine writers and winemakers in America, but to also learn how social media and blogging helped accelerate their professional brands and businesses in the wine industry. What better way to kick off our three days in Sonoma County than combining lessons in social media, an insight into California wine culture, and a special chance to taste with these industry icons.

  Steve Heimoff
California Editor
Wine Enthusiast
Adam Lee
Siduri Wines
 6:30PM – 7:30PM Wine Tasting and Food Pairings with select Siduri Pinot Noir Wines
Networking and Cocktail Reception
Hyatt Vineyard Creek Hotel and Spa


 7:00AM – 5:00PM Registration   
 8:00AM – 9:00AM Coffee with Sponsors and Exhibitors
 9:00AM – 9:15AM Welcome and Opening Remarks
 9:15AM –10:15AM
The Honest Economy: How Radical Transparency Can Help Your Business Explode in 2014 and Beyond. In this highly passionate and interactive keynote, Marcus Sheridan will discuss what he calls “The Honest Economy,” a marketing philosophy he used to make his swimming pool company’s website the most trafficked of its kind in the world and also has since taught to businesses on a global scale to tremendous success. Upon attending this session, audience members will:

  • Learn the power of answering EVERY question a potential customer could possibly have
  • See just how much trust great information can generate if companies are willing to embrace the “teacher’s philosophy”
  • Understand clearly how apply content marketing to their business to build more traffic, leads, and ultimately– customers

As a special bonus, attendees can access a Free 250-page download of “Inbound and Content Marketing Made Easy.”

  Marcus Sheridan
Partner, River Pools and Spas
Founder, The Sales Lion
10:15AM – 11:15AM How to Transform Your Lead Generation via Inbound Marketing and Social Media
Inbound marketing delivers 54% more leads into the marketing funnel than traditional marketing. Why? There is a major shift in how buyers make purchase decisions, and it is more important than ever for marketers to adapt to this shift via inbound marketing. This session will provide actionable tips for marketers to use inbound marketing to first drive more qualified traffic to their websites and then convert more of that traffic into leads and customers. Attendees of this session will learn how to:

  • Create a successful search-optimized blog
  • Grow social reach to drive website traffic
  • Convert traffic efficiently into valuable leads
  • Nurture and follow up with leads to drive sales
  • Measure results and iterate to increase results
  Rebecca Corliss
Head of Customer Marketing
11:15AM – 11:45AM Networking Break/Interaction With Sponsors and Exhibitors
11:45AM – 12:30PM  Leveraging Business Intelligence in a Social World
We are mobile, we are information, we are data. How do we use business intelligence in the social world to make our presence known and fairly represented? What foundational information do we need to implement and what strategies should we use to ensure we put our best foot forward?

  Francis Chow
Chief Strategic Officer
Ellis, Partners in Management Solutions (Ellis)
Co-Founder, Renter’s Voice
12:30PM – 2:00PM Luncheon
  2:00PM – 2:45PM Multifamily Content Marketing: Aligning Content to the Prospective Buying Journey
Prospective renters and consumers engage and interact in their favorite places, both online and offline. Research indicates that 60% of marketers are planning to spend more on content marketing in the next 12 months to meet them there. However, much of today’s social marketing content misses the mark with regard to lead generation.While many multifamily organizations are diversifying the types of content they are producing, how can they ensure that content will actually help the prospective renter become a resident? In this session, I will give a primer for creating content marketing that matches the prospective resident buying journey and helps convert them from a lead into a lease.

  Tiffany Monhollon
Senior Manager, Content Marketing
 2:45PM – 3:15PM
Optimizing your ILS listing with Ratings & Reviews
Once upon a time, apartment marketers never would have dreamed of combining paid advertising with ratings and reviews of their apartment communities! But our socially-connected digital society has changed all of that, and consumers now expect to see user-generated content wherever they may be searching on the web.This session will share some compelling statistics on how your ILS listing becomes even more powerful when incorporating feedback from actual residents, and how others have maximized this relatively new aspect of ILS marketing in multifamily.

  Judy Bellack
Vice President
Strategic Accounts & Industry Relationships
Apartment Guide
 3:15PM – 3:45PM
Networking Break/Interaction With Sponsors and Exhibitors
 3:45PM – 4:15PM Apartment Hunting: “The Social Experience”
Before ROI, before lead generation, before content creation, think about the experience. In today’s complex digital ecosystem, well-planned execution strategies for lead generation and content creation are only as good as the ideas that fuel them. Join Chris Vaughn, Social Media Director at Apartment Finder as he demystifies the process for what it means to create genuine content, effortless lead generation, and what it takes to establish one of a kind apartment hunting experience.

  Chris Vaughn
Director of Marketing, DigitalSherpa
Director of Apartment Finder Social Media Group
 4:15PM – 5:00PM
Hyperlocal Lead Generation: 5 Easy Steps -The Jump-into-Action & Get Leads Plan For SMB’s Feeling Overwhelmed & Confused about Digital Marketing Today
This session will put you on the road to making better decisions in order to adapt and thrive in the Web 2.0 lead generation world. Understanding how frustrated and overwhelmed many business owners feel with the pace of change in technology and the number of digital marketing options, Marentis
will help demystify it all relying on principles of education, transparency, honesty, passion and integrity.

  Chris Marentis
Founder and CEO
Surefire Social
 5:00PM – 5:30PM Integrating Social Media Into an Overall Marketing Plan
Social media is an essential element to most modern marketing campaigns. The reach of social media is virtually limitless with significant power from a marketing and advertising perspective. Join Erica Campbell Byrum Director of Social Media for and as she examines the potential power of social media channels and shares how to achieve successful marketing results with Internet marketing components like social media.

  Erica Campbell Byrum
Director of Social Media &
 5:30PM – 6:30PM Networking and Cocktail Reception
Hyatt Vineyard Creek Hotel and Spa


 7:30AM – 830AM Coffee with Sponsors and Exhibitors                           
 8:30AM – 9:30AM KEYNOTE #2: Using Online Video to Effectively Engage with your Audience
Marketing has changed. Once, offering one killer creative or doing direct response was enough. Now that’s just the first act. In the participation age, consumers want an opportunity to tell businesses what they think of their content, services, image — and expect businesses to prove they’re listening. In this one-hour session, we will show you how to approach your video marketing efforts to leverage customer engagement. We will review how to create effective content and distribute it using paid and earned (free) media to get the most impact out of you videos.

  Valentine Matrat
Global YouTube and Video Lead, SMB
 9:30AM – 10:15AM Five Fearless Predictions: One-Year Later- The Impact of Social Media on Apartment Marketing in 2015

  Daniel R. McCarthy
The McCarthy Group
10:15AM – 10:45AM Networking Break/Interaction With Sponsors and Exhibitors
10:45AM – 11:15AM
Overcoming Social Media Challenges in Property Management –
Case Study

Property management is a big business, yet a very local business. Using Social Media as a powerful marketing tool requires local property manager involvement in the midst of their busy and complex days. Learn how a couple of smart property managers have overcome this massive local coordination conundrum with a top management driven program designed to maximize the local voices and manpower that exists in their company.

Eric Clark
Director of Marketing
Altman Companies
  Crystal Tolen
Regional Property Supervisor
Case and Associates Properties, Inc
11:15AM – 12:00PM
Ratings, Reviews and the Driving Force Behind Reputation Management
Online ratings and reviews now have a significant and growing impact on a prospect’s apartment search, but a property’s online reputation can only be as good as its residents’ on site and online experience. This panel discussion provides insight into how property management companies can channel the resident and prospect perceived experience, translate that into a positive online reputation, and ultimately increase traffic. A key to achieving this goal is to manage the resident experience to meet their expectations, encourage and facilitate positive resident experiences into positive online ratings and reviews, and respond appropriately to those ratings and reviews. Resident satisfaction research findings and case studies are included to present a clear case for the value of understanding the power of a property’s online reputation and how to manage it effectively.Discussion points include:

  • The continued growth and importance of the impact of ratings and reviews
  • Proactive approaches to leveraging resident feedback to increase traffic
  • The positive impact of both positive and negative reviews
  • Corporate vs property manager response to reviews
Jen  Piccotti
SVP Education and Consulting
SatisFacts Research
Melanie Stiles

VP Marketing and Training
Milestone Management
  Stephanie Haefner
VP, Interactive Marketing
Madison Apartment Group
  Carla Sgroi
e-Marketing Director
Trinity Property Consultants
Virginia Love
Vice President
Leasing and Marketing
Waterton Residential
 12:00PM – 12:30PM Outrageous Reviews and Commendable Responses
Be sure to bring your wit and and sense of humor as this will be a highly interactive and humorous session with great prizes to our best participants! We’ll show real reviews that are ridiculous or challenging to answer and then responses that were or should have been posted. The industry has been struggling with how to handle bad reviews for years and a good response makes all the difference.

  John Kobs
Apartment List
  Robert Turnbull
  Dennis Cogbill
SVP Sales
Apartment List
12:30PM – 12:45PM Closing Remarks and Conference Adjourns.


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