Measuring Social Media for Real Estate
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Measuring Social Media for Real Estate

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A basic overview of social media measuring tools for calculating ROI including Hootsuite, Bit.ly, Radian6. The powerpoint presentation is not specific for the real estate industry and focussing ...

A basic overview of social media measuring tools for calculating ROI including Hootsuite, Bit.ly, Radian6. The powerpoint presentation is not specific for the real estate industry and focussing primarily on tracking Twitter traffic. Also included is a brief case study of a hotel Facebook campaign.

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  • 1. Measuring ROI for Social Media and Online Marketing for Real Estate
    December 1, 2009
  • 2. 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
  • 3. 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
  • 4. Social Media Winners
    Polygon Homes
    600+ Fans on Facebook
    1300 Followers on Twitter
    On YouTube, Flickr, LinkedIn
    Not just participating, but leading the conversation
  • 5.
  • 6.
  • 7. Twitter
  • 8. Twitter
    Measurement
    Number of @ replies
    Re-tweets
    # of followers
    Traffic to your website (conversions, sales, leads)
    Links back to your website (good for SEO!)
  • 9. 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?
  • 10. Measuring Twitter
    Tools
    Hootsuite
    Radian6
    Bit.ly URL shortener
    Popularity: Klout, Twitalyzer, TwitterGrader
  • 11. Measuring Twitter
    Photo from Jeff Pulver's 140 Characters Conference on Twitter (140conf) - June 2009
    (cc) David Berkowitz www.marketersstudio.com
  • 12. Measuring Twitter
    Hootsuite
    Schedule Tweets
    Better than Tweetdeck (IMHO)
    Stats
    Quick, dirty, easy, simple
    Vancouver company
  • 13. Hootsuite
  • 14. Measuring Twitter
    Bit.Ly
    URL shortener
    Ties into Twitter API
    No Frame, 301 redirect
    Stats
  • 15. Bit.Ly
  • 16. 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
  • 17. Google URL Builder
  • 18. Radian6
  • 19. 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)
  • 20.
  • 21. 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
  • 22. 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.
  • 23. 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
  • 24.
  • 25. Opus Hotel Facebook
    What they did next: Photo Contest
  • 26. Facebook Sleep Where the Stars Sleep Contest
    Challenge
    Promote Opus Hotel being the official hotel sponsor for the MMVAs
  • 27. Facebook Sleep Where the Stars Sleep Contest
    Solution
    Photo contest of you in your "red carpet ready" pose
  • 28. Facebook Sleep Where the Stars Sleep Contest
    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
  • 29. Facebook Sleep Where the Stars Sleep Contest
    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
  • 30. Thank You
    Chris Breikss
    chris@6Smarketing.com
    @chrisbreikss @6S_Marketing