What if Social Media Dramatically Changes Everything…Today? “How Social Media Impacts CBRE" Wednesday, October 14, 2009 by Stephen Nold PresidentAdvon Technologies Prepared For CBRE Fall Manhattan Sales Meeting
Social Media An umbrella term Media tools designed for social interaction, created using highly accessible and scalable publishing techniques Transforms one to many broadcasts into many to many conversations Changes people from content consumers into content producers Is a shiny new toy
It is zillions of conversations that people are having…online…24/7…right now!
Social Media is NOT A single solution The message or content A media Inbound marketing Really that new anymore
Three Parts But, are CBRE Yes - ing? listen- I Great! think is they Content/Conversation Communities Media/Tools
Comprehensive Marketing Mix Traditional Marketing + New Media Marketing
Sir Martin Sorrell WSJ: WPP Chief Tempers Hopes for Ad Upturn Sept. 22, 2009 WPP PLC, world's largest communications company Profit for the first half of 2009 plunge by almost 50% “We describe the recession as L-shaped, which implies that it will never go back to where it was before...I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.”
What Would You Do If? …most people started using social media? …Social Media was used more than email? …commercial brokers were already seeing success with Social Media? …most people started using social media? 3 out of 4 Americans use social technology Forrester: Growth of Social Technology, 2008 2/3 of the Global Internet population visits social networks Nielson: Global Faces and Networked Places, 2009 …Social Media was used more than email? Social Media is the #1 activity on the Web Huffington Post: Social Networking Sites Overtake Porn As Internet's #1 Search, 10/2008 …commercial brokers were already seeing success with Social Media?
Ben Friedland Mr. CBRE Social Media Use social networking successfully Connected with law firm 8 years ago: LinkedIn friend introduction Warm referral: met principal Advocate of LinkedIn as part of canvassing Always looking for new tools Started LinkedIn = 8 years ago, Facebook 2 years ago 30% of day looking for new business 75% is through social media
What IF? …Social Media was creating a great marketing shift …becoming the most successful way to promote your business …dramatically changing the way commercial brokers get business?
CBRE Social Media Efficiency Twitter Followers 404 Followers Facebook Page 556 fans LinkedIn Group Members: 1,282 In 7 days: 25 new members 4 new discussions 100 new news articles
LinkedIn Groups Finance Club39,590 Financial services members e-LEGAL11,192 Legal services members Society for Marketing Professional Services1,513 Professional Services members Media Professionals Worldwide54,949 Media members
LinkedIn Recruitment of Suppliers and Attendees
Secret Sauce 6 Steps To Start Have a plan Find where your customers are Ask others what has worked for them Participate in a community Offer relevant and interesting content Build relationships Leverage the tools Social Media Sauce XXX Fire Hot XXX
Valuable Transforming Can be monetized Hype and myths Still trying to figure out how to adopt…still in the Wild, Wild west stage…today…but not tomorrow No perfect answer Conclusions 5 Real Things About Social Media
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I was totin' my pack along the social media track, When ‘long came an email without any fact.“If you’re gonna be social, connect here Mack.”And so I linked to this group to see what it lacked. They asked if I was trusted and started to probe. And I said, "Listen, I've traveled every community on this here globe!”
I've been everywhere, man.I've been everywhere, man.Crossed the internet bare, man.Breathed the media air, man.Social media - got my share, man.I've been everywhere.