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Using Social Media in the
Commercial Real Estate Industry
About Schneider Associates
• Boston-based, independently-owned full-service
  public relations/marketing firm
• Successful...
Schneider Team




                 2
Law Firm Experience




                      3
Corporate Communications




                         Recap
                       Advisors




                          ...
Real Estate Experience




                         5
Consumer Experience




                      6
Why Should You Care?




                       7
Why Should You Care?




                       8
Why Should You Care?
 Then                Now
 •   Print           •   Email
 •   Mail            •   Blogs, Microblogs
 •...
Social Media Landscape
What’s Google?




                 11
Google Stats

• Most visited website in the world

• 2.4 Billion visits per month

• Over 145 Million unique visitors per
...
Key Google Takeaways

• You need to be on page one
   –   Content is key
   –   Linking (link to popular well indexed site...
What’s LinkedIn?




                   14
LinkedIn Stats

•   LinkedIn has over 41 Million members
    in over 200 countries
•   A new member joins LinkedIn
    app...
Key LinkedIn Takeaways

• It’s your profile bio, not your resume
• Search Engine Optmization
   – This gets you on page on...
What’s Facebook?




                   17
Facebook Stats

• More than 200 million active users
• More than 100 million users log onto
  Facebook at least once each ...
Key Facebook Takeaways

• Facebook is your personal community
• It’s a closed community and will not
  be indexed by Googl...
What’s a blog?




                 20
Blog Stats

• 184 Million people stared a blog in 2008,
  26.4 Million in the US
• 386 Million people read blogs, 60.3 Mil...
Key Blog Takeaways

• Blogging provides leadership
  positioning
• Provides a forum for a conversation
  with your key aud...
What’s Twitter?




                  23
Twitter Stats




• Worldwide visitors to Twitter approached 10 million in February, up an
  impressive 700% vs. year ago
...
Key Twitter Takeaways

• Not a megaphone
• Great for listening
• Research
  – Perfect forum for consumer insight
• Network...
What’s YouTube?




                  26
YouTube Stats

• 21% growth in 2008, 258 Million
  users, hosts 44% of all online video
• 5 Billion videos uploaded, 13 ho...
Key YouTube Takeaways

• Easy to post and embed your video to
  multiple platforms
• SEO – Enhances your presence
  online...
What’s Digg?




               29
Digg Stats

• Over 38 Million Unique Monthly
  Visitors

• Users are 63% Male and 37% Female

• Primary users are young ad...
Key Digg Takeaways

• Linking highly impacts SEO
• Great place to discover and share
  content online
• Good for digital n...
Benefits of a Website




                        32
Key Web Site Takeaways

• Primary source for client and consumer
  education
• All social media tactics should drive
  aud...
What is Google Analytics?




                            34
Key Google Analytics Takeaways


• Free tool to measure social media
• Everything in social media is
  measureable if you ...
SA Social Media Process


      1.) Education

      2.) Listening

      3.) Messaging/Protocol

      4.) Engage


     ...
SA Social Media Process

                                          1.) Education
               • Social media is an
     ...
SA Social Media Process

                                          1.) Education
            • Before you are ready to
   ...
SA Social Media Process

                                           1.) Education
               • Be yourself
           ...
Key Takeaways

• The media environment has drastically transformed and
  the way we use media to manage and change public
...
Question & Answer




                    41
Contact

Julie Hall
Executive Vice President/Partner
jhall@schneiderpr.com

Phil Pennellatore
Executive Vice President/Par...
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NAIOP Boston - June 23, 2009

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Using Social Media in the Commercial Real Estate Industry

LinkedIn, Facebook, Twitter - what does any of this have to do with real estate development? Plenty, once you know how to use these and other social media tools to expand your professional network, communicate with co-workers, and engage with the community.

* Which are the top applications and when and how should you use them?
* Is there a measurable ROI on social media?
* What are the ground rules for social networking, and how can you avoid the dangers of "over-sharing"?


Speakers:

Julie Hall
Executive Vice President
Schneider Associates

Phil Pennellatore
Executive Vice President
Schneider Associates

Published in: Business, Economy & Finance
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Transcript of "NAIOP Boston - June 23, 2009"

  1. 1. Using Social Media in the Commercial Real Estate Industry
  2. 2. About Schneider Associates • Boston-based, independently-owned full-service public relations/marketing firm • Successfully launched and sustained exposure for new products, services, companies and communities for 29 years • Diverse practice with consumer, corporate communications, public affairs and creative services • “Expertise” in social media/digital influence/ citizen journalism • Partner in WorldCom, largest group of leading independent PR firms • Represent and partner with law firms and commercial real estate developers 1
  3. 3. Schneider Team 2
  4. 4. Law Firm Experience 3
  5. 5. Corporate Communications Recap Advisors 4
  6. 6. Real Estate Experience 5
  7. 7. Consumer Experience 6
  8. 8. Why Should You Care? 7
  9. 9. Why Should You Care? 8
  10. 10. Why Should You Care? Then Now • Print • Email • Mail • Blogs, Microblogs • Telephone • Social networks • TV/ Radio • Online radio • Advertising • Instant Messaging, Chat • PR • Online Video • Word-of-Mouth • Podcasting • Websites, Wikis • SEO, Online Ads • Product Placement • Viral Marketing
  11. 11. Social Media Landscape
  12. 12. What’s Google? 11
  13. 13. Google Stats • Most visited website in the world • 2.4 Billion visits per month • Over 145 Million unique visitors per month • Over 30% of global web traffic use Google daily 12
  14. 14. Key Google Takeaways • You need to be on page one – Content is key – Linking (link to popular well indexed sites) – Key words/Meta tags – Google AdWords • You need to Google yourself – Find out the negative, positive and neutral • There are a lot of tools for free – Maps – Profile – Analytics 13
  15. 15. What’s LinkedIn? 14
  16. 16. LinkedIn Stats • LinkedIn has over 41 Million members in over 200 countries • A new member joins LinkedIn approximately every second, and about half the members are outside the U.S. • Executives from all Fortune 500 companies are LinkedIn members. • More than 12 Million Unique Monthly Visitors in April 2009 15
  17. 17. Key LinkedIn Takeaways • It’s your profile bio, not your resume • Search Engine Optmization – This gets you on page one on Google • It’s a great contact database – It helps your network • LinkedIn Groups allows you to network with other people in your industry 16
  18. 18. What’s Facebook? 17
  19. 19. Facebook Stats • More than 200 million active users • More than 100 million users log onto Facebook at least once each day • More than two-thirds of Facebook users have graduated college • The fastest growing demographic is those 35 years old and older • Average user has 120 friends on site • More than 20 million users update their statuses at least once each day 18
  20. 20. Key Facebook Takeaways • Facebook is your personal community • It’s a closed community and will not be indexed by Google • It’s best use is for consumer brands or companies with passionate brand ambassadors • Allows for personal relationships with professional contacts 19
  21. 21. What’s a blog? 20
  22. 22. Blog Stats • 184 Million people stared a blog in 2008, 26.4 Million in the US • 386 Million people read blogs, 60.3 Million in the US • 77% of active web users read blogs • 95% of the Top 100 U.S. newspapers have report blogs • Roughly 1 million blog posts every day • 80% of bloggers write product/brand reviews • 37% have been quoted by traditional media 21
  23. 23. Key Blog Takeaways • Blogging provides leadership positioning • Provides a forum for a conversation with your key audiences • New content helps Search Engine Optimization 22
  24. 24. What’s Twitter? 23
  25. 25. Twitter Stats • Worldwide visitors to Twitter approached 10 million in February, up an impressive 700% vs. year ago • The past four months have seen worldwide visitors climb to almost 20 million visitors. • U.S. traffic growth reached 17 million visitors in April and 24 million visitors worldwide • The top demographic on Twitter is 45-54 year olds 24
  26. 26. Key Twitter Takeaways • Not a megaphone • Great for listening • Research – Perfect forum for consumer insight • Networking tool • It doesn’t happen over night 25
  27. 27. What’s YouTube? 26
  28. 28. YouTube Stats • 21% growth in 2008, 258 Million users, hosts 44% of all online video • 5 Billion videos uploaded, 13 hours uploaded ever minute • 100 Million videos are viewed every day • 75% of Internet users view video 27
  29. 29. Key YouTube Takeaways • Easy to post and embed your video to multiple platforms • SEO – Enhances your presence online • More engaging than copy • Allow you to personally connect with your customer 28
  30. 30. What’s Digg? 29
  31. 31. Digg Stats • Over 38 Million Unique Monthly Visitors • Users are 63% Male and 37% Female • Primary users are young adults: 42% of users are between the ages of 18-34 and 31% of users are between 35-49 30
  32. 32. Key Digg Takeaways • Linking highly impacts SEO • Great place to discover and share content online • Good for digital note taking for all of the relevant articles you read online • Great aggregator of information 31
  33. 33. Benefits of a Website 32
  34. 34. Key Web Site Takeaways • Primary source for client and consumer education • All social media tactics should drive audience back to your Website • Content should always be fresh and relevant • Single largest SEO source • Optimize to capture user information 33
  35. 35. What is Google Analytics? 34
  36. 36. Key Google Analytics Takeaways • Free tool to measure social media • Everything in social media is measureable if you plan accordingly • Easy to understand where your traffic is coming from • Social media metrics ≠ traditional media metrics – More one-on-one – Longer engagement – Less volume 35
  37. 37. SA Social Media Process 1.) Education 2.) Listening 3.) Messaging/Protocol 4.) Engage 36
  38. 38. SA Social Media Process 1.) Education • Social media is an amazing listening tool 2.) Listening • People volunteer information and 3.) Messaging /Protocol opinion on a weekly basis 4.) Engage • Easy to aggregate lots of relevant information • Free information to analyze • Need to listen before you act or engage 37
  39. 39. SA Social Media Process 1.) Education • Before you are ready to engage, know what you are 2.) Listening going to say and do • Get back to basics and 3.) Messaging /Protocol sharpen your messaging to be on point (but remember 4.) Engage to be human) • Be ready and design a protocol for positive and negative feedback • Be flexible to revise messaging and protocol accordingly 38
  40. 40. SA Social Media Process 1.) Education • Be yourself • Open yourself to 2.) Listening opportunity and give more than you get 3.) Messaging /Protocol (at first) • Be passionate and find 4.) Engage your niche (you don’t have to do everything) • It no different than what you’ve done your whole life. It’s just a new medium. • Have fun! 39
  41. 41. Key Takeaways • The media environment has drastically transformed and the way we use media to manage and change public perceptions has changed with it • This has tremendous impact on all industries and businesses • Businesses need to be familiar with and conversant in this new language • Social media and networks are here to stay and are changing the way we communicate, consume media and learn about topics • Social media should not drive your marketing strategies, but should merely be another marketing channel
  42. 42. Question & Answer 41
  43. 43. Contact Julie Hall Executive Vice President/Partner jhall@schneiderpr.com Phil Pennellatore Executive Vice President/Partner ppennellatore@schneiderpr.com Office: (617) 536-3300 www.schneiderpr.com www.LaunchPR.com
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