Dynamic Process Analysis

The concierge department also collaborates closely with the marketing team, particularly in areas related to event promotions, surveys, and the introduction of new Information Systems (IS).

For events, the concierge team takes on a significant role in promoting activities and engaging residents, often with support from Elevated Living. Concierges are responsible for providing details about event timing, locations, and requirements, ensuring a seamless experience for attendees.

When it comes to surveys, the concierge team encourages residents to participate actively in all available surveys, emphasizing the importance of positive feedback. Additionally, the team addresses and explains any negative reviews, helping to resolve issues and maintain the property's reputation.

Although promoting new IS initiatives is not solely the responsibility of the concierge team, all departments, including concierge, are encouraged to contribute. These systems are designed to streamline operations, enhance the resident experience, and reduce staff workload. By embracing and promoting these tools, we aim to create a more efficient and enjoyable living environment for everyone involved. (Haddy)

Social Media Information System:

Hines Living uses Facebook to market the properties, highlighting the amenities within each property. as well as engage residents. Posts like the ones below highlight specific amenities the residents are offered to promote sales. 

Another example of the use of Facebook is to show residents local businesses they can visit within the neighborhood. Management and concierge are using social media to enhance the living experience by making recommendations to residents of popular local eateries. 

The Quinn property has 587 followers from the building and local community that utilize the social media site. 

The Lenox, a similar property managed by Hines, showcases similar posts offering recommendations, amenities offered and sales pitches showcasing the desirability of the neighborhood. 

Residents are also encouraged to leave reviews that are shared on the social media platform. 

The Lenox reaches about 1200 people on Facebook promoting sales and community engagement for the building. 

Within Facebook there are also resources plugged into the page to direct visitors to additional information. Facebook lists valuable information such as address, phone number, website and leasing office contact information. Facebook serves the purpose of engaging interest, informing residents, and ushering guests to the information they are looking for. (Nicole)

An effective strategy for businesses to interact with their target audience on social media sites like LinkedIn, Facebook, Instagram, Twitter, and others is a social media plan, that is shown in Fig. 9-9. The idea is to match social media activity to corporate goals such as customer service, lead creation, and awareness of the brand. If Hines Living decided to use a SMIS to create a social media strategy. Clearly establishing corporate goals would be the first step in the approach. These could be useful for a real estate company such as Hines Living. Enhance prospective renters' awareness of your brand. Encourage community building amongst their  existing tenants. This also creates leads for upcoming projects or new homes. and assists customers with maintenance and questions.

Determining which platforms are most popular with their target audience. Pinterest and Instagram are best for properties that are visually appealing. LinkedIn is important to showcase company knowledge and network professionally. For communication and updates with tenants and community members, Facebook and Twitter is important. Hines Living would produce content such as community engagement events, property tours, testimonials, and behind-the-scenes images of developments and market trends. Engaging in active communication with followers via direct messages, comments, and user-generated material.  Utilizing analytics and metrics tools to track results and improve the plan.

Important metrics are necessary to assess how well social media initiatives are working. Hines Living evaluates how much the content is being interacted with. monitors the frequency and number of people who view the posts. The quantity of social media-driven questions, registrations, or site visits. by direct communication or remarks, particularly in relation to customer service encounters. 

Young professionals, families, or individuals looking for new homes or rental properties likely in urban areas are the target demographic for a real estate company like Hines Living on social media. Interacting with the existing community in order to cultivate brand advocates and loyalty. People who are curious about the financial performance of Hines Living projects. Contractors, real estate brokers, and other interested parties may approach Hines Living about joint ventures. Hines living uses excel spreadsheets in order to provide detailed visitor insights. They also use excel to monitor how users move from social media to particular Hines Living online pages. There is a lot of customization available within Excel. Users can utilize sophisticated algorithms, customize reports, and alter data in any way they like. Excel is the ideal option for certain projects or data sets that require intricate computations or distinctive displays. Excel is a flexible tool for collecting and analyzing data from a range of systems, including financials, inventory, or operational data, because it makes it simple to combine data from several sources. Social capital is the value that comes from a person's or an organization's interactions and social networks. Regarding a business, it refers to the goodwill and trust that an organization cultivates with its clients, associates, and the community via constructive, meaningful interaction. For Hines Living, social capital is extremely valuable since it has a direct effect on client loyalty, brand reputation, and possible recommendations.  Active tenants are more likely to suggest the property to others and extend their leases. Positive internet visibility boosts leads and tenant inquiries by promoting word-of-mouth referrals. N * E * I = 10,000 * 0.02 * 500 = 100,000 is the social capital. Using data from Hines Living's social media performance, this is a condensed estimate of its social capital. To improve this estimate, more advanced techniques might include customer lifetime value, brand affinity scores, and sentiment analysis. An extensive Social Media Information System that connects many social media platforms, monitors performance using tools like Facebook Insights and Google Analytics, and calculates metrics like engagement, lead generation, and customer satisfaction is probably in place at Hines Living. Renters, tenants, investors, and business professionals are among their target customers, and they offer informational and community-driven value. Hines Living may use engagement and impact analytics to measure the importance of social capital in fostering trust and achieving business objectives. (Gabriela)

An Enterprise Social Network (ESN) is a platform that allows employees within a company to connect, share information, and collaborate. In other words, it’s as a professional version of social media designed specifically for internal communication and teamwork

Enterprise 2.0 refers to the integration of social media tools and technologies into a company’s operations to enhance collaboration and knowledge-sharing. The term SLATES is an acronym that describes the main features of this concept:

Search: Tools to easily find the information you need.

Links: Ways to connect related pieces of information.

Authoring: Allowing users to create, share, and contribute content.

Tags: Using keywords to organize and find content quickly.

Extensions: Features that suggest related information based on user behavior.

Signals: Notifications or alerts to keep everyone informed.

Hines does incorporate some elements of Enterprise 2.0 and ESNs. For example, employees use Microsoft Teams for communication and collaboration, which aligns with many aspects of SLATES. Additionally, Hines utilizes Elevated Living, which includes tools like shift logs to support operational needs. The company also leverages social media platforms like Facebook and Instagram for resident engagement. While these systems are helpful, they aren’t fully integrated, and their primary focus is more on improving resident experiences than fostering internal collaboration across departments. (Pamela)

Hines addresses the SMIS security concern by implementing privacy and multiple cybersecurity measures. Hines restricts the social media account and only allows authorized employees and monitorizes it for any data breaches. Yes, Hines has a social media policy for employees. Like many other companies they want you to respect online interactions and make the company look good because you work for them. They do provide the strict policies publicly. Hines reputation on social media is a massive attraction to outsiders. With managing reviews, offensive comments and spam they use moderated online tools. Hines uses YouTube and instagram to showcase their real investment property. Hines acknowledges public feedback and responds with solutions to questions. (Marc)