Building an Effective Homebuilder Brand Using Social Media

Building An Effective Homebuilder Brand Using Social Media Lora Heramb + Jason Baer + Jon Bailey Friday, June 12, 2009

Friday, June 12, 2009

It’s all about your website. Friday, June 12, 2009

Where do buyers start? Friday, June 12, 2009

Search is everything. Friday, June 12, 2009

People searching have their hands up. Friday, June 12, 2009

They are actively looking for you. Friday, June 12, 2009

If your website isn’t searchable... Friday, June 12, 2009

...you don’t exist. Friday, June 12, 2009

So, who’s doing it right? Friday, June 12, 2009

Delta Lennar Kohler Friday, June 12, 2009

These homebuilder sites: Friday, June 12, 2009

These homebuilder sites: Ranked in the top 10 Google results Friday, June 12, 2009

These homebuilder sites: Ranked in the top 10 Google results Are written with searchable terms Friday, June 12, 2009

These homebuilder sites: Ranked in the top 10 Google results Are written with searchable terms Offer fresh content Friday, June 12, 2009

These homebuilder sites: Ranked in the top 10 Google results Are written with searchable terms Offer fresh content Use social media to connect with visitors Friday, June 12, 2009

39% of homebuyers start their search 9 to 12 months prior to buying Source: The 2008 National Association of Realtors® Profile of Home Buyers and Sellers Friday, June 12, 2009

Stay connected to them by using: Friday, June 12, 2009

Stay connected to them by using: online advertising Friday, June 12, 2009

Stay connected to them by using: online advertising social media Friday, June 12, 2009

Stay connected to them by using: online advertising social media public relations Friday, June 12, 2009

Stay connected to them by using: online advertising social media public relations fresh content Friday, June 12, 2009

holistic online marketing strategy = 467% increase in daily traffic Friday, June 12, 2009

increase in traffic Friday, June 12, 2009

increase in traffic + meaningful customer dialogue Friday, June 12, 2009

increase in traffic + meaningful customer dialogue = brand preference Friday, June 12, 2009

Old web vs. New web Friday, June 12, 2009

The new reality for homebuilders: Friday, June 12, 2009

The new reality for homebuilders: Homebuilders own their company. Friday, June 12, 2009

The new reality for homebuilders: Homebuilders own their company. Customers own the brand. Friday, June 12, 2009

Homebuilders are no longer in control. Friday, June 12, 2009

Homebuilders are no longer in control. The buyer is. Friday, June 12, 2009

The traditional homebuilders’ marketing tool. Friday, June 12, 2009

But newspapers are seeing: Friday, June 12, 2009

But newspapers are seeing: circulation sinking Friday, June 12, 2009

But newspapers are seeing: circulation sinking ad revenue plummeting Friday, June 12, 2009

But newspapers are seeing: circulation sinking ad revenue plummeting reporters/editors being eliminated Friday, June 12, 2009

The traditional homebuilders’ marketing tool doesn’t work anymore. Friday, June 12, 2009

So where did all the buyers go? Friday, June 12, 2009

Potential homebuyer facts: Friday, June 12, 2009

Potential homebuyer facts: 87% of all homebuyers start their search online Source: The 2008 National Association of Realtors® Profile of Home Buyers and Sellers Friday, June 12, 2009

Potential homebuyer facts: 87% of all homebuyers start their search online online ad revenue is expected to increase by 11% in 2010 Source: The 2008 National Association of Realtors® Profile of Home Buyers and Sellers Friday, June 12, 2009

Potential homebuyer facts: 87% of all homebuyers start their search online online ad revenue is expected to increase by 11% in 2010 numbers of online users rising in 25-34 “homebuyer” demographic Source for all statistics: The 2008 National Association of Realtors® Profile of Home Buyers and Sellers Friday, June 12, 2009

So...what are we to do? Friday, June 12, 2009

Homebuilders must market online... Friday, June 12, 2009

Homebuilders must market online... we have no choice. Friday, June 12, 2009

Why? Friday, June 12, 2009

Simply put... Friday, June 12, 2009

Simply put... because that’s where our buyers are. Friday, June 12, 2009

220 million global members Friday, June 12, 2009

220 million global members 50 million users Friday, June 12, 2009

220 million global members 50 million users 375 million unique monthly visits Friday, June 12, 2009

220 million global members 50 million users 375 million unique monthly visits 96.6 million people reading blogs Friday, June 12, 2009

Why social media is smart business Friday, June 12, 2009

Social media is mass media Friday, June 12, 2009

The world according to social media China India United States Indonesia Friday, June 12, 2009

The key is to humanize the brand Friday, June 12, 2009

What’s the one thing that makes your company interesting? Friday, June 12, 2009

Kill useless features and benefits Friday, June 12, 2009

Find your one thing and make it a story Friday, June 12, 2009

How does the audience use social media? Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Use rss feeds, vote for sites on digg Maintain a profile, use social networks Read blogs, listen to podcasts none Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Rate products, comment on blogs Use rss feeds, vote for sites on digg Maintain a profile, use social networks Read blogs, listen to podcasts none Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Rate products, comment on blogs Use rss feeds, vote for sites on DIGG Use rss feeds, vote for sites on digg Maintain a profile, use social networks Read blogs, listen to podcasts none Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Rate products, comment on blogs Use rss feeds, vote for sites on DIGG Use rss feeds, vote for sites on digg Maintain a profile, use social networking Maintain a profile, use social networks Read blogs, listen to podcasts none Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Rate products, comment on blogs Use rss feeds, vote for sites on DIGG Use rss feeds, vote for sites on digg Maintain a profile, use social networking Maintain a profile, use social networks Read blogs, listen to podcasts Read blogs, listen to podcasts none Friday, June 12, 2009

How does the audience use social media? Publish a blog, upload video Publish a blog, upload video Rate products, comment on blogs Rate products, comment on blogs Use rss feeds, vote for sites on DIGG Use rss feeds, vote for sites on digg Maintain a profile, use social networking Maintain a profile, use social networks Read blogs, listen to podcasts Read blogs, listen to podcasts None none Friday, June 12, 2009

Audience segmentation Friday, June 12, 2009

Success metrics Friday, June 12, 2009

Activate fans... Friday, June 12, 2009

Activate fans... don’t collect them Friday, June 12, 2009

Calculating success: Set baseline values Website visits Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Social media engagements Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Social media engagements Social media propensity Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Social media engagements Social media propensity Post-purchase chatter Friday, June 12, 2009

Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Social media engagements Social media propensity Post-purchase chatter Share of voice Friday, June 12, 2009

Fish where the fish are. Friday, June 12, 2009

200 million active pages 50 million users 375 million unique visits 96.6 million people reading blogs Friday, June 12, 2009

The good, the bad and the ugly. Friday, June 12, 2009

Twitter good: @zappos Friday, June 12, 2009

Twitter good: @zappos http://twitter.zappos.com Friday, June 12, 2009

Twitter good: @zappos http://twitter.zappos.com 400+ employees connecting with customers Friday, June 12, 2009

Twitter good: @comcastcares Friday, June 12, 2009

Twitter good: @comcastcares http:/m.twitter.com/ComcastCares Friday, June 12, 2009

Twitter good: @comcastcares http:/m.twitter.com/ComcastCares 11 customer service reps on Twitter keeping customers happy Friday, June 12, 2009

Twitter good: @jonjonbailey Friday, June 12, 2009

Twitter good: @jonjonbailey http://dontdrinkthekoolaidblog.com Friday, June 12, 2009

Twitter good: @jonjonbailey http://dontdrinkthekoolaidblog.com 300% increase in blog traffic Friday, June 12, 2009

Twitter bad: Friday, June 12, 2009

00 Twitter bad: Angry moms “brandjack” Motrin on Twitter, then YouTube Friday, June 12, 2009

00 Twitter Tips: Friday, June 12, 2009

00 Twitter Tips: listen to and understand your audience Friday, June 12, 2009

00 Twitter Tips: listen to and understand your audience be available Friday, June 12, 2009

00 Twitter Tips: listen to and understand your audience be available be relevant Friday, June 12, 2009

00 Facebook good: Friday, June 12, 2009

00 Facebook good: Tight community leads to 20% of Papa John’s pizza being ordered online Friday, June 12, 2009

00 Facebook bad: Friday, June 12, 2009

00 Facebook bad: Poorly thought out promotion damages Molson Canadian brand Friday, June 12, 2009

00 Facebook Tips: Friday, June 12, 2009

00 Facebook Tips: understand your audience and that Facebook is huge Friday, June 12, 2009

00 Facebook Tips: understand your audience and that Facebook is huge be entertaining Friday, June 12, 2009

Facebook Tips: understand your audience and that Facebook is huge be entertaining be responsible Friday, June 12, 2009

Blogs good: Friday, June 12, 2009

Blogs good: “Big Blue” encourages blogging and humanizes company Friday, June 12, 2009

Blogs good: Friday, June 12, 2009

Blogs good: Starbucks uses blog to connect with customers and generate ideas Friday, June 12, 2009

Blogs bad: Friday, June 12, 2009

Blogs bad: Dishonest blog posts by president damage Whole Foods brand Friday, June 12, 2009

Blogs bad: Friday, June 12, 2009

Blogs bad: Ryanair berates blogger and online community attacks Ryanair Friday, June 12, 2009

Blog Tips: Friday, June 12, 2009

Blog Tips: be courteous Friday, June 12, 2009

Blog Tips: be courteous be transparent Friday, June 12, 2009

Blog Tips: be courteous be transparent be human Friday, June 12, 2009

Blog Tips: be courteous be transparent be human be focused Friday, June 12, 2009

YouTube bad: Friday, June 12, 2009

YouTube bad: Chevy’s lack of social media savvy backfires on their brand Friday, June 12, 2009

YouTube good: Friday, June 12, 2009

YouTube good: Blendtec engages its audience and increases blender sales by 400% Friday, June 12, 2009

YouTube Tips: Friday, June 12, 2009

YouTube Tips: encourage user content but know your audience Friday, June 12, 2009

YouTube Tips: encourage user content but know your audience have fun so that your video gets passed around Friday, June 12, 2009

YouTube Tips: encourage user content but know your audience have fun so that your video gets passed around think ahead and be ready for whatever comes your way Friday, June 12, 2009

If an 85-year old brand can do it right... Friday, June 12, 2009

If an 85-year old brand can do it right... ...so can you. Friday, June 12, 2009

But you can’t catch fish if you don’t start fishing. Friday, June 12, 2009

Six social media fallacies: Friday, June 12, 2009

Six social media fallacies: It’s inexpensive Friday, June 12, 2009

Six social media fallacies: It’s inexpensive It’s fast Friday, June 12, 2009

Six social media fallacies: It’s inexpensive It’s fast It’s viral Friday, June 12, 2009

Six social media fallacies: It’s inexpensive It’s fast It’s viral You can’t measure Friday, June 12, 2009

Six social media fallacies: It’s inexpensive It’s fast It’s viral You can’t measure It’s optional Friday, June 12, 2009

Six social media fallacies: It’s inexpensive It’s fast It’s viral You can’t measure It’s optional It’s hard Friday, June 12, 2009

www.buildersocialblog.com Friday, June 12, 2009

Question & Answer Friday, June 12, 2009

http://www.buildersocialblog.com	88
http://www.slideshare.net	5
http://www.buildersocialblog.com:80	1

Building an Effective Homebuilder Brand Using Social Media

by Jay Baer on Jun 15, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 94

Statistics

Building an Effective Homebuilder Brand Using Social Media — Presentation Transcript