Measuring Social Media for Real Estate

Measuring ROI for Social Media and Online Marketing for Real Estate
December 1, 2009

About Me
Chris Breikss
President, 6S Marketing
Founded 6S in 2001, 24 employees
Expert in SEO, SEM, Social Media
Worked With 400+ Clients
Speak, Sponsor & Attend Industry Events Across North America
Helped launch the first city crowdsourcing experiment with Foursquare in Vancouver

Social Media
Challenges
Succeeded in maximizing search results for SEO & SEM, now what?
We’re trying Twitter and Facebook but are we getting R.O.I.?
We’re not really using YouTube or Flickr… yet
We’re not engaging in conversations with our target audience

Social Media Winners
Polygon Homes
600+ Fans on Facebook
1300 Followers on Twitter
On YouTube, Flickr, LinkedIn
Not just participating, but leading the conversation

Twitter

Twitter
Measurement
Number of @ replies
Re-tweets
# of followers
Traffic to your website (conversions, sales, leads)
Links back to your website (good for SEO!)

Twitter
R U Interesting?
Are you engaging in conversation?
Are you a me me?
Are you measuring your Twitter traffic?
What’s your conversion rate from Twitter?

Measuring Twitter
Tools
Hootsuite
Radian6
Bit.ly URL shortener
Popularity: Klout, Twitalyzer, TwitterGrader

Measuring Twitter
Photo from Jeff Pulver's 140 Characters Conference on Twitter (140conf) - June 2009
(cc) David Berkowitz www.marketersstudio.com

Measuring Twitter
Hootsuite
Schedule Tweets
Better than Tweetdeck (IMHO)
Stats
Quick, dirty, easy, simple
Vancouver company

Hootsuite

Measuring Twitter
Bit.Ly
URL shortener
Ties into Twitter API
No Frame, 301 redirect
Stats

Bit.Ly

Social Media Measurement
Google URL Builder
Link social media efforts w/ Google Analytics
Track social media traffic as campaigns
Identify which Tweets are driving…
Conversions, traffic, business

Google URL Builder

Radian6

Social Media Measurement
Radian6
$600-$1500 per month (approx.)
Metrics like sentiment, engagement, reach, inbound links, vote count or comment count
Social CRM and analytics integration
Canadian owned and operated (for now)

Opus Hotel Facebook
Challenge
Succeeded in maximizing search results for SEO & SEM, now what?
Elixir Restaurant & Opus Bar had good reviews but needed in increase restaurant/bar reservations
Not effectively utilizing popular online communications tools
Not engaging in conversations with their target audience

Opus Hotel Facebook
Solution
Facebook was an obvious first choice; now with over 300 million users in 170 countries
Set-Up a Facebook Business Page incorporating FBML, music, videos, and consulting on writing posts, how to build fan base and best practices on updating and maintaining the page to ensure long term results
Facebook Ads were also created to promote events, hotel promotions to specific target markets; such as Valentine Day party advertisements which targeted, 20-40 yrs old, single, and live in Vancouver.

Opus Hotel Facebook
Results
2500 Facebook Fans in a little over 1 year
Facebook Page receives 150-400 pageviews per week
Facebook event invites generate results, and business

Opus Hotel Facebook
What they did next: Photo Contest

Facebook Sleep Where the Stars Sleep Contest
Challenge
Promote Opus Hotel being the official hotel sponsor for the MMVAs

Solution
Photo contest of you in your "red carpet ready" pose

Results
Fan interactions from June 22 to July 24, 2009
41 photos uploaded with a minimum of 8,200 impressions
275 likes added to the photos with a minimum of 55,000 impressions
337 comments were posted on the photos with a minimum of 67,400 impressions
5,709 page views, a 93% month over month increase in total page views
An increase of 159 fans, this represents a 156% month over month average increase in fans

For every individual interaction made by a fan on the Opus Hotel Facebook page, on average an additional 200 people received an impression related to the Opus profile through Facebook feed distribution
Supported by Twitter
Minimum of 10,000 impressions
50+ Tweets about the contest
643 clicks on links to the contest

Thank You
Chris Breikss
chris@6Smarketing.com
@chrisbreikss @6S_Marketing

Measuring Social Media for Real Estate

by 6S Marketing on Nov 30, 2009

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Measuring Social Media for Real Estate — Presentation Transcript