A presentation made to Century 21's Leadership Conference. 1. Stop thinking like a marketer. 2. Start by answering the right questions. 3. Take time to learn the basics. 4. Be creative
13. advertising is controlled
by brands
social media is controlled
by consumers
Tuesday, October 19, 2010
14. We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.
Tuesday, October 19, 2010
29. you have to give something
rather than ask for something.
Tuesday, October 19, 2010
30. two
start by answering the
right questions
Tuesday, October 19, 2010
31. what do we stand for?
who is our community?
where do they hang out?
what is our content?
how will people share it?
how can they get involved?
what will keep it going?
what do we want to get out of our efforts?
Tuesday, October 19, 2010
32. three
take the time to
learn the basics
Tuesday, October 19, 2010
33. listen
engage
inspire
build
mobilize
Tuesday, October 19, 2010
34. engineer your presence
social blogs
search website
content apps
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36. select the right tools
listening tracking analytics management
Tuesday, October 19, 2010
37. social media performance dashboard // Aug-‐2010
the social web
Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The
number of Authors mentioning C21 increased further through August, an increase of 16% from last month.
14, 047 Authors mentioned the brand 15,239 times in August.
88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .
About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and
Social Network contributing 27% and 22% respectively.
reach Authors mentioning
Century 21 this month
14,047 discussions % of positive over
negative this month
66% outcomes Overall site
engagement
1%
Quantity and quality Topics and sentiment Engagement indicators rate
of discussions composition of purchase intent
AUTHORS AND MENTIONS DISCUSSION SENTIMENT - THIS MONTH OVERALL SITE TRAFFIC BY SOURCE
20,000 Topics Sentiment
Authors 1,200,000
Envirno Positive Negative
Mentions Mortgag
15,239 Home ment 2% 1,000,000
15,000 e 10%
12,717 Improve For sale
2%
12,110 9% 800,000
10,527 10,739 11,103 14,047 ment 22%
9,493 8,360
10,000 11,112 1% 600,000
10,323 12,105 Personal
9,800 9,736
8,759 Finance 400,000
7,691
5,000 Real 9%
200,000
Estate Neutral
0
57% 88%
0 Jan Feb Mar Apr May Jun Jul Aug
Jan Feb Mar Apr May Jun Jul Aug Direct Visits Organic Vists Social Visits Paid Traffic Visits
SOURCES OF MENTIONS - THIS MONTH POSITIVE AND NEGATIVE THEMES - THIS MONTH SOCIAL REFERRAL VISIT TRENDS
Positive Opinion Negative Opinion
Social Network 10,000
Message 22% Twitter 9,000
Board/Forum 27% 8,000
2% 7,000
6,000
5,000
4,000
3,000
Video/Photo 2,000
Blog Mainstream Sharing 1,000
40% Media 8%
1% 0
Other Media Jan Feb Mar Apr May Jun Jul Aug
0% Facebook Visits Twitter Visits Blog Visits Press Release
MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT LEAD - TOTAL YEAR TO DATE
100% ALL POSITIVE 2%
100,000,000 68%
Mainstream Media Impressions 80% 62% 62% 66%
51% 47% 52% Bubble size = Visit Volume
80,000,000 Facebook Impressions 60% 42%
Total Lead Rate
40%
60,000,000
60,067,106 20%
1% Paid Search Organic Search
40,000,000 0% Direct
26,874,427
-‐20% Jan Feb Mar Apr May Jun Jul Aug
20,000,000 15,314,106 Social Media
-‐40%
620829 By what percentage does
0 -‐60%
positive sentiment exceed
-‐80% 0%
Apr May June July August negative sentiment?
-‐100% NO POSITIVE 0% 10% 20% 30% 40% 50%
Pct of Total Visits
Data sources: Radian6, Google Analytics
know what you’re going to measure
Tuesday, October 19, 2010