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Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
Sarah & roger sentient
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Sarah & roger sentient

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Online Real Estate Marketing Conference 9 & 10 March 2010 The Pavilion Cape Town South Africa

Online Real Estate Marketing Conference 9 & 10 March 2010 The Pavilion Cape Town South Africa

Published in: Business, Technology
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Transcript

  • 1. A day in the life What “doing” Social Media means IRL* * in real life
  • 2. 7:00 - 7:45
    • Wake up. Rub eyes. Go to bathroom.
    • Pour tea into coffee cup. Burn toast. Out of grapefruit and yoghurt.
    • Have Pro Nutro for breakfast instead.
    • Shower. Dress. Scratch under nightstand for car keys.
    • Drive to the office.
  • 3. The office? It’s probably something like this: Property developer, management company or estate agent. 30-100 staff, one or more branch offices, business mostly done one-to-one through internal sales team. You have a Website for your company (online brochure), you maybe have online listings of your offerings, an online request form for incoming queries. You maybe even actively market via third-party property sites, and are running PPC or banner ads.
  • 4. Back to our story... it’s 8:15
    • Get into the office, fire up the computer, log in. The day begins...
  • 5. Check email
  • 6. Check monitoring
    • BrandsEye
    • Meltwater
    • Newsclip
    • Google Alerts
    • URL shortner tracking
    • Website clickthroughs
  • 7. Check monitoring
  • 8. Prioritise, Respond, Escalate
  • 9. Lunchtime
  • 10. We’re back. So are the lusers.
    • Quick check of any incoming messages,
    • alerts, crisis...
    • None? Good.
    • So the real work day can begin.
  • 11. Content.
    • Identify and write three Facebook posts
    • Identify and write three Tweets
    • (to push them out one by one later in the arvie...)
    • Respond to a couple of Tweets, FB comments, Website and blog comments
    Content. Content.
  • 12. One hour left.
    • At least once a week, any of these are possible:
    • Meet with PR company to see what stories are happening, can SM support?
    • Meet with SEO and Web marketing people to discuss optimisation, keywords, PPC, etc
    • Write weekly report on brand issues, flash-points, complaint patterns, response.
    • ...
  • 13. One workday.
    • To do even basic Social Media for a
    • small/medium business is a FULL DAY JOB!
    • Basic monitoring
    • Basic reactive
    • Very basic proactive
    • Reporting, meetings
    ! Much of this work requires at least a mid-level , experienced person that understands the brand , the business and the communications worlds.
  • 14. PR? CRM? E-marketing?
    • Much of the skill-set is PR-centric
    • Writing ability
    • Understanding of media
    • Understanding the brand in written form
    • Formulating responses
    • Picking your fights, knowing your audience
    • Have a thick skin!
  • 15. PR? CRM? E-marketing?
    • It’s not “standard PR”
    • Direct communication between brand and audience
    • Needs to feel “ authentic ” and a “ real person ”
    • Two-way communication, not “issue a story”
    • Requires ACTING. As in... “ action ”. Now.
  • 16. PR? CRM? E-marketing?
    • It’s a hybrid animal
    • Must understand the technology (at least!)
    • Must understand how social networks work (Net savvy)
    • Must understand search engine, traffic, SEO
    • Must understand CRM, call centres, customer support, operations
  • 17. PR! CRM? E-marketing?
    • Fundamentally the PR skills are key. Writing. Tone. Messaging. Positioning.
    • This is not a technologist position, it needs a communicator .
  • 18. Last thoughts
    • We were asked to talk about Social Media from a PR and HR perspective.
    • We hope we’ve given you a real-world view of what it actually means to have SM in your company.
    • It’s a full time job, not something else to drop on the marketing/Web/CRM team’s plate
    • It requires sophisticated skills, plenty experience
    • Don’t start a conversation you don’t continue.
    • It’s not a cheap form of PR or advertising.
  • 19. Thanks for listening
    • Questions?
      • We can be reached at
      • Sentient Communications
      • 021 422 4275
      • www.sentientcommunications.co.za
      • www.sentientbeing.co.za
      • Email: roger@sentientcommunications.co.za
      • Skype: roger.hislop

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