There’s a lot of buzz around location-based applications right now, and one of the services at the head of this pack is a mobile application called Foursquare.

Foursquare allows users to earn points by “checking in” at various locations around town. Users can connect with their friends from Facebook and Twitter, and the user who checks in at a location the most over a 60-day period can become the “Mayor” of that location. (Here’s how Foursquare describes some of their opportunities for businesses.)

But what if you’re not a restaurant or coffee shop or bar or other venue ideally suited for a service like this? Are there still ways you can use a location app like Foursquare for your business? Absolutely. Let’s take a look at how an apartment company could use Foursquare:

• List your business location so it shows up in results when users are nearby.
• Add unique tips and to-dos for local restaurants, retailers and other venues.
• Track Mayor deals and check-in coupons for other businesses in the area, and post them on your website.
• Get out in the neighborhood and help more businesses create their own Foursquare deals.
• Create a referral special for Foursquare users, or offer a freebie for stopping by your leasing office.
• Link your Foursquare account to Twitter, then check in around town to share local hidden gems with your network.
• Encourage as many people in your community as possible to join Foursquare, then share their best tips and to-dos on your blog.
• Offer a reserved parking spot to the “Mayor” of your community.
• Use the “Shout” feature to let locals know about upcoming parties or other open events at your community.
• Partner with a local coffee shop or bar to offer a special discount to their customers “brought to you by XYZ Apartments.”

What else would you add to the list? Are you using Foursquare? Have you tried it for your business?

Connect with Mike on Foursquare.

If there’s one thing I hear most often about social media, it’s that it can get overwhelming fast. (Here are a few tips if this is you.) Whether it’s a blog, Facebook, Twitter, or a Ning site, there are many, many ways to connect with friends, colleagues and prospects, and there are even more tools that try to help you get the most out of all of those sites. Through an ongoing series of posts, I want to go through some of these tools and highlight the ways I think you can use them specifically to help your business.

I’m going to cheat a bit on this first one, because I’ve selected an app that I had a small hand in creating, called TurnSocial. TurnSocial is a social layer that you can add to any website — in fact, you can see it in action at the bottom of this page.

To understand the tool, I think it’s important to know what problem we’re trying to solve. We saw that lots of people and businesses were creating profiles and connecting with people on multiple social networks. These sites make great ‘outposts’ where brands can connect with their audiences. But once you get a lot of these outposts going, it can be a major task just to let people know where and how they can connect with you. So we saw sites like Friendfeed, Chi.mp and a number of others, that helped us aggregate this content on their sites. One more site, one more profile to manage. Ugh, right?

But let’s say you’re doing a nice job of driving traffic to your website. Maybe it’s your blog, maybe it’s PPC ads, maybe it was that great deal in your last e-newsletter. How do you let people know about all that time you’ve spent making connections and building relationships across all of those social media sites? You could use an online profile widget like Retaggr, or you could add rows and rows of social media icons in the sidebar. How many times have you seen this before?

Except every one of those icons takes the visitor away from your site. It takes a lot to keep someone engaged on your website … you shouldn’t lose them just because they want to click on some icon they’ve never seen before! Twitter badges and a Facebook fan box provide more information, but each only pulls content from one site, and it’s not long before you have a sidebar full of widgets that may or may not be relevant to your audience.

THIS is why we created TurnSocial — it’s intended to keep your socially engaged visitors on your site. You’re already creating content on your website, on Facebook, on Twitter, on Flickr, on YouTube, in lots of places across the web. You don’t need another site to manage. You need a better way to show a more complete snapshot of your online presence to your reader. Provide context. Show some personality.

TurnSocial brings all that social content back to your site. And if you’re in real estate or if you’re interested in highlighting local content on your site, we threw in some bonus features for you. Add your location, and TurnSocial can pull local content from Yelp, WalkScore and RentWiki, as well as posts from local bloggers on Outside.in. There’s are a bunch of other cool features for brand marketers that we hope to announce soon, so stay tuned. In the meantime, play around with the bar on this page and let me know what you think.

You can sign up for your free TurnSocial bar here. Would you use this on your site? What other apps would you want to see included in the bar? What are some other ways you are featuring your social content on your website? What other social media tools would you like to learn more about?

What does this have to do with me?

Social media has made it much easier for us to spread the word through blog posts, status updates, photos and videos. Unfortunately, it has also increased the amount of noise that you need to cut through to ensure that your message is heard. You need to work harder than ever to get your message in front of the right people … there are just too many other options that are pulling at them for their attention.

The best email marketers have known this for a long time. It’s a basic formula, really — segment your database by interest, deliver relevant content to each of those niche audiences, watch open rates go up and unsubscribes drop.

So how can this translate to social media tools? Here are a few ideas to get you started:

• Blogs: Some blogging systems like WordPress allow you to create separate RSS feeds for each category that you write about. You may want to publish these feeds (maybe using a tool like Feedburner) to give readers the option to only hear about topics that interest them most.
• Facebook: You’re only allowed a single account, but you can broadcast your message to a specific list of people, or you target your message by age, location or several other categories. Set up well-defined groups or fan pages to make it easier for your audience to find the information and the like-minded folks they’re looking for.
• Twitter: You can’t send tweets to specific lists (yet), but there are many companies that are successfully using multiple accounts to target specific customers or communicate from different parts of the organization. A great example of this is Dell, which has over 35 different accounts — as well as the employees who manage those accounts — on their corporate Twitter page. These accounts range from the Dell Outlet to small business offers to investor insights. It’s a good bet that your current customers might not be interested in the same deals or updates as prospects who have never done business with you. Why not have separate accounts to cater to both groups equally?
• Tools like Ping.fm and Posterous allow you to choose the individual sites where you want to send a post, or you can post a single message to all of your affiliated accounts at once.
• Targeting current customers or employees exclusively? Try a private group on LinkedIn or Facebook, or start a private networking site using a tool like Ning. Put up the velvet rope and cater only to their needs. (I think I first came across the velvet rope concept here.)

The bottom line is that it’s harder than even to grab someone’s attention. Even the smallest of organizations may have many different audiences, each with different needs and objectives. A shotgun approach almost guarantees that you’re missing the target for at least two-thirds of your audience. You don’t need to reach everyone with each update. Instead, try focusing on one group … give them something that’s incredibly relevant to them, then do it again. Practice targeting.

What else can you do to better target your message and engage your audience? Have an example of a company that has effectively segmented their marketing efforts? Let’s hear it.

There is one message that works for all audiences — THANK YOU. Thanks for stopping by, and thanks for all you do. Have a great Thanksgiving, everyone!

Photo by viZZZual.com

Yesterday, I had a quick conversation on Twitter with Jonathan Saar from the Training Factor. He mentioned how happy he was that his site now appears on page one of Google search results for the term “multifamily training.” That’s pretty exciting, because that’s the exact business that the Training Factor is in. I’m sure it’s driving a fair number of leads for them.

Visibility matters. It’s critical that readers can find your site through search engines, but it’s just as important that you know which terms those readers are using to find you. So it’s good not only to keep an eye on the keywords that you think are important, but also other terms that are similar to the ones you think of first.

Google has a TON of great resources to help you learn more about keywords, including Google Trends, Google Insights, Google Analytics, related searches and Conversion University. One of my favorite new(er) tools is something Google calls the Wonder Wheel … it’s sort of like a mind map for related keywords.

Here’s how it works:
First, try your original search. In Jonathan’s case, here’s what his initial search would look like:

(Kudos to my #AptChat co-host Lisa Trosien for owning the #1 result! Also note that Training Factor’s YouTube videos show up in the top results, even above their own website — a great example why you should be using multimedia to increase your visibility online.)

Now, let’s see what Google thinks are some related terms. Just click “Show Options,” then click “Wonder Wheel” in the sidebar that appears on the left. Here’s what you get:

You can see that some related terms include “conservation programs,” “nwp services corporation,” “utility management” and “operational efficiencies.” If you’re writing about multifamily training, these might be a few good terms to include on your website or in blog posts (assuming that they’re relevant to your topic).

Don’t forget to try synonyms for your original search, too. Instead of “multifamily training,” Jonathan might want to try “apartment training.” A quick spin on the Wonder Wheel shows that related terms include “apartment leasing training,” “apartment maintenance training,” “apartment classes” and more. (Litter box training? Who knew?) Keep digging, and watch the Wonder Wheel expand quickly to discover new subjects. Here’s an example:

As you can see, you can use Wonder Wheel to easily find terms that are related to your original search. If you’re blogging or maintaining a website, this can be an excellent way to discover popular terms and brainstorm new topics for future blog posts. So take the Wonder Wheel for a spin. You might be surprised at what you find.

Have you tried Wonder Wheel? Has it helped you? What other tools are you using for keyword analysis?

If you’re building a wide-reaching web presence for your business, that probably means that you’re using sites like Facebook, LinkedIn, Twitter, Flickr and Vimeo, as well as tools like WordPress, Google Analytics, SocialMention and Tweetdeck (or Seesmic) to connect with customers and spread the word about your products and services.

That’s a lot of different things to know and manage, and I haven’t even started to scratch the surface … and new sites continue to be introduced almost daily that are changing the way we communicate.

Whether you’re looking to get more out of these tools or you’re just trying to figure out how/where to get started, it shouldn’t have to be an overwhelming endeavor … that’s why we’ve started offering the Quick Fix.

Here’s how it works:

• Use our online tool to schedule an appointment. You can prepay when you book, or you can pay at the time of your consultation. It’s a flat rate of $50.
• Give us a few details about your questions, as well as a link to the site/page you want to discuss.
• When it comes time for your appointment, we’ll call you and provide you with a link to login to the online meeting.
• We’ll spend the next 30 minutes answering your questions, helping you understand the features of the tool and working with you to make sure you understand how it fits into your communication strategy.
• If for some reason we can’t help get your questions answered, we’ll help you find someone who can or we’ll give you your money back, no questions asked.

The way we look at it, we spend a lot of time learning these tools, determining which ones are most effective for business and exploring ways to dig in and get the most out of every site. You spend more time connecting with your customers, not trying to figure out the latest Facebook feature. Consider it your online marketing help desk.

Want to schedule a Quick Fix? Go ahead – give it a shot. We’re giving away the first three for free.

Earlier today, we promised a special offer for the apartment industry.

If you follow the discussions and blog posts on sites like Multifamily Insiders, you know a lot of people are paying close attention to this new game, trying to gain as much knowledge as they can. They’re learning about these new tools … some are jumping in with both feet, while others have major concerns about how to use them within their organization. When it comes to things like this “social media stuff,” it seems as though many of our friends in the apartment world have a lot more questions than answers. To us, that’s not a bad thing.

Of course, the Internet Listing Sites aren’t sitting still. They are utilizing social media to drive traffic to their sites (as they as should be). But does this help their clients build their brands? It doesn’t. I’m not telling you to dump them … not by any means. Effective advertising is a critical piece of most marketing strategies.

Website designers are also reacting to this new game. They’re talking to their clients about these new tools and working to incorporate more interactive features into their designs. But today’s world requires honest, frequent communication with a conversational tone … those flashy buttons linking out to your company’s Facebook and Twitter pages are not an effective online marketing strategy.

Before you entrust an ILS or a design shop with your online marketing strategy, ask yourself if they’re the right partners to help you build your comprehensive online presence. Google — and sites like ApartmentRatings.com — remember public mistakes for an awfully long time … it will be your brand that will suffer, not theirs. Is that a risk you’re willing to take?

You absolutely can (and in almost all cases, should) keep the traditional tactics, but you cannot ignore the trends. Customers expect more from the companies they do business with, while prospects demand a reason to care — online word of mouth is one part of the “new game” that cannot be ignored.

So if you are a multifamily marketer, we think you should take a hard look at your online marketing strategy, then you should take a look at 30 Lines. Our team would love the opportunity to work with you, even if it’s alongside your more traditional marketing partners … we believe strongly in an integrated approach that taps into best-of-breed partners from all disciplines.

Get in touch with me here at the conference, and I’ll set a time when we can provide one hour of free consulting to discuss any or every aspect of your online communications strategy. Social media, search engine optimization, reputation monitoring, mobile … we can cover whatever you like. Give us some time in advance and we can even provide a brief analysis of your current online presence, plus some initial thoughts on how to best move forward. If you like what you hear, figure out a way to work us into your lineup alongside your existing marketing vendors. The types of services we can provide on a per project or ongoing basis can be found here.

So how can you meet me at the conference? Grab me anytime (Friday before #AptChat would be good), send a tweet to @30lines or call 386.795.8000.

Couldn’t make it to the conference this year? Get in touch with us, we’ll be happy to work something out.

Have you met Scott Ginsberg? I haven’t, but I would know right away if I did.

Why? Because he’ll be wearing a nametag.

He wears one all the time, every day. Has been for almost 3,000 days straight as I write this. He even has a nametag tattooed on his chest. And he’s managed to make a pretty good living from it as an author/speaker/blogger/educator.

Scott is known as the world’s foremost authority on nametags. Really. But more importantly, he’s also an expert on approachability. Scott wears a nametag because he knows it makes him seem more approachable to the perfect strangers he encounters throughout his day.

What’s approachability? It’s just like it sounds … it’s the art, the science, the attitude of simply being more approachable. Being open. Being responsive. Going out of your way to help a customer with their needs, even if you’re in the middle of something else.

Look around your organization. How do you and your staff respond to your customers? Are customer requests a burden, or an opportunity to provide value? Social networking and social media outreach as tools (or instruments) for business are getting a lot of buzz right now among marketers, but they’re not for everyone. If you don’t want to talk to your customers … if you’re afraid of a backlash … if you’re not willing to make changes to your product or service based on the feedback you might receive, this whole online customer engagement concept might not be for you … yet.

If you want your business to dive into social media, you better be approachable first. I’m not talking about the number of Facebook friends or Twitter followers you have. I’m talking about really being willing to listen. Be ready and willing to engage on your customer’s terms. You don’t need all the answers right away. The more your customers perceive you to be approachable, the more success you’ll enjoy. And curiously enough, being more approachable to your current customers will make more prospective customers want to work with you, too. Give it a try, it’s contagious.

Think I’m wrong? Want to share your story about someone you found to be incredibly approachable? Leave a comment, send an email, send a tweet or give me a call: 386.795.8000. I’d love to hear from you, and ‘ll do my best to make sure you can approach me anytime.

For more about Scott and his work, visit his website, HelloMyNameIsScott.com, or his blog.