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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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    Measuring Social Media for Real Estate Measuring Social Media for Real Estate Presentation Transcript

    • 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
    • Facebook Sleep Where the Stars Sleep Contest
      Solution
      Photo contest of you in your "red carpet ready" pose
    • 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
    • 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
    • Thank You
      Chris Breikss
      chris@6Smarketing.com
      @chrisbreikss @6S_Marketing