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Building an Effective Homebuilder Brand Using Social Media

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    Building an Effective Homebuilder Brand Using Social Media - Presentation Transcript

    1. Building An Effective Homebuilder Brand Using Social Media Lora Heramb + Jason Baer + Jon Bailey Friday, June 12, 2009
    2. Friday, June 12, 2009
    3. Building An Effective Homebuilder Brand Using Social Media Lora Heramb + Jason Baer + Jon Bailey Friday, June 12, 2009
    4. It’s all about your website. Friday, June 12, 2009
    5. Where do buyers start? Friday, June 12, 2009
    6. Friday, June 12, 2009
    7. Search is everything. Friday, June 12, 2009
    8. People searching have their hands up. Friday, June 12, 2009
    9. They are actively looking for you. Friday, June 12, 2009
    10. If your website isn’t searchable... Friday, June 12, 2009
    11. Friday, June 12, 2009
    12. ...you don’t exist. Friday, June 12, 2009
    13. So, who’s doing it right? Friday, June 12, 2009
    14. Delta Lennar Kohler Friday, June 12, 2009
    15. These homebuilder sites: Friday, June 12, 2009
    16. These homebuilder sites: Ranked in the top 10 Google results Friday, June 12, 2009
    17. These homebuilder sites: Ranked in the top 10 Google results Are written with searchable terms Friday, June 12, 2009
    18. These homebuilder sites: Ranked in the top 10 Google results Are written with searchable terms Offer fresh content Friday, June 12, 2009
    19. 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
    20. 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
    21. 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
    22. Stay connected to them by using: Friday, June 12, 2009
    23. Stay connected to them by using: online advertising Friday, June 12, 2009
    24. Stay connected to them by using: online advertising social media Friday, June 12, 2009
    25. Stay connected to them by using: online advertising social media public relations Friday, June 12, 2009
    26. Stay connected to them by using: online advertising social media public relations fresh content Friday, June 12, 2009
    27. holistic online marketing strategy = 467% increase in daily traffic Friday, June 12, 2009
    28. increase in traffic Friday, June 12, 2009
    29. increase in traffic + meaningful customer dialogue Friday, June 12, 2009
    30. increase in traffic + meaningful customer dialogue = brand preference Friday, June 12, 2009
    31. Old web vs. New web Friday, June 12, 2009
    32. The new reality for homebuilders: Friday, June 12, 2009
    33. The new reality for homebuilders: Homebuilders own their company. Friday, June 12, 2009
    34. The new reality for homebuilders: Homebuilders own their company. Customers own the brand. Friday, June 12, 2009
    35. Homebuilders are no longer in control. Friday, June 12, 2009
    36. Homebuilders are no longer in control. The buyer is. Friday, June 12, 2009
    37. The traditional homebuilders’ marketing tool. Friday, June 12, 2009
    38. But newspapers are seeing: Friday, June 12, 2009
    39. But newspapers are seeing: circulation sinking Friday, June 12, 2009
    40. But newspapers are seeing: circulation sinking ad revenue plummeting Friday, June 12, 2009
    41. But newspapers are seeing: circulation sinking ad revenue plummeting reporters/editors being eliminated Friday, June 12, 2009
    42. The traditional homebuilders’ marketing tool doesn’t work anymore. Friday, June 12, 2009
    43. So where did all the buyers go? Friday, June 12, 2009
    44. So where did all the buyers go? Friday, June 12, 2009
    45. Potential homebuyer facts: Friday, June 12, 2009
    46. 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
    47. 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
    48. 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
    49. So...what are we to do? Friday, June 12, 2009
    50. Homebuilders must market online... Friday, June 12, 2009
    51. Homebuilders must market online... we have no choice. Friday, June 12, 2009
    52. Why? Friday, June 12, 2009
    53. Simply put... Friday, June 12, 2009
    54. Simply put... because that’s where our buyers are. Friday, June 12, 2009
    55. 220 million global members Friday, June 12, 2009
    56. 220 million global members 50 million users Friday, June 12, 2009
    57. 220 million global members 50 million users 375 million unique monthly visits Friday, June 12, 2009
    58. 220 million global members 50 million users 375 million unique monthly visits 96.6 million people reading blogs Friday, June 12, 2009
    59. Why social media is smart business Friday, June 12, 2009
    60. Social media is mass media Friday, June 12, 2009
    61. The world according to social media China India United States Indonesia Friday, June 12, 2009
    62. The key is to humanize the brand Friday, June 12, 2009
    63. What’s the one thing that makes your company interesting? Friday, June 12, 2009
    64. Kill useless features and benefits Friday, June 12, 2009
    65. Find your one thing and make it a story Friday, June 12, 2009
    66. Friday, June 12, 2009
    67. How does the audience use social media? Friday, June 12, 2009
    68. 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
    69. 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
    70. 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
    71. 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
    72. 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
    73. 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
    74. Audience segmentation Friday, June 12, 2009
    75. Success metrics Friday, June 12, 2009
    76. Activate fans... Friday, June 12, 2009
    77. Activate fans... don’t collect them Friday, June 12, 2009
    78. Calculating success: Set baseline values Website visits Friday, June 12, 2009
    79. Calculating success: Set baseline values Website visits Average visits Friday, June 12, 2009
    80. Calculating success: Set baseline values Website visits Average visits Average time on site Friday, June 12, 2009
    81. Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Friday, June 12, 2009
    82. Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Friday, June 12, 2009
    83. Calculating success: Set baseline values Website visits Average visits Average time on site Soft leads Hard leads Social media engagements Friday, June 12, 2009
    84. 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
    85. 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
    86. 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
    87. Fish where the fish are. Friday, June 12, 2009
    88. 200 million active pages 50 million users 375 million unique visits 96.6 million people reading blogs Friday, June 12, 2009
    89. The good, the bad and the ugly. Friday, June 12, 2009
    90. Twitter good: @zappos Friday, June 12, 2009
    91. Twitter good: @zappos http://twitter.zappos.com Friday, June 12, 2009
    92. Twitter good: @zappos http://twitter.zappos.com 400+ employees connecting with customers Friday, June 12, 2009
    93. Twitter good: @comcastcares Friday, June 12, 2009
    94. Twitter good: @comcastcares http:/m.twitter.com/ComcastCares Friday, June 12, 2009
    95. Twitter good: @comcastcares http:/m.twitter.com/ComcastCares 11 customer service reps on Twitter keeping customers happy Friday, June 12, 2009
    96. Twitter good: @jonjonbailey Friday, June 12, 2009
    97. Twitter good: @jonjonbailey Friday, June 12, 2009
    98. Twitter good: @jonjonbailey http://dontdrinkthekoolaidblog.com Friday, June 12, 2009
    99. Twitter good: @jonjonbailey http://dontdrinkthekoolaidblog.com 300% increase in blog traffic Friday, June 12, 2009
    100. Twitter bad: Friday, June 12, 2009
    101. 00 Twitter bad: Angry moms “brandjack” Motrin on Twitter, then YouTube Friday, June 12, 2009
    102. 00 Twitter Tips: Friday, June 12, 2009
    103. 00 Twitter Tips: listen to and understand your audience Friday, June 12, 2009
    104. 00 Twitter Tips: listen to and understand your audience be available Friday, June 12, 2009
    105. 00 Twitter Tips: listen to and understand your audience be available be relevant Friday, June 12, 2009
    106. 00 Facebook good: Friday, June 12, 2009
    107. 00 Facebook good: Friday, June 12, 2009
    108. 00 Facebook good: Tight community leads to 20% of Papa John’s pizza being ordered online Friday, June 12, 2009
    109. 00 Facebook bad: Friday, June 12, 2009
    110. 00 Facebook bad: Friday, June 12, 2009
    111. 00 Facebook bad: Poorly thought out promotion damages Molson Canadian brand Friday, June 12, 2009
    112. 00 Facebook Tips: Friday, June 12, 2009
    113. 00 Facebook Tips: understand your audience and that Facebook is huge Friday, June 12, 2009
    114. 00 Facebook Tips: understand your audience and that Facebook is huge be entertaining Friday, June 12, 2009
    115. Facebook Tips: understand your audience and that Facebook is huge be entertaining be responsible Friday, June 12, 2009
    116. Blogs good: Friday, June 12, 2009
    117. Blogs good: “Big Blue” encourages blogging and humanizes company Friday, June 12, 2009
    118. Blogs good: Friday, June 12, 2009
    119. Blogs good: Friday, June 12, 2009
    120. Blogs good: Starbucks uses blog to connect with customers and generate ideas Friday, June 12, 2009
    121. Blogs bad: Friday, June 12, 2009
    122. Blogs bad: Friday, June 12, 2009
    123. Blogs bad: Dishonest blog posts by president damage Whole Foods brand Friday, June 12, 2009
    124. Blogs bad: Friday, June 12, 2009
    125. Blogs bad: Friday, June 12, 2009
    126. Blogs bad: Ryanair berates blogger and online community attacks Ryanair Friday, June 12, 2009
    127. Blog Tips: Friday, June 12, 2009
    128. Blog Tips: be courteous Friday, June 12, 2009
    129. Blog Tips: be courteous be transparent Friday, June 12, 2009
    130. Blog Tips: be courteous be transparent be human Friday, June 12, 2009
    131. Blog Tips: be courteous be transparent be human be focused Friday, June 12, 2009
    132. YouTube bad: Friday, June 12, 2009
    133. YouTube bad: Friday, June 12, 2009
    134. YouTube bad: Chevy’s lack of social media savvy backfires on their brand Friday, June 12, 2009
    135. YouTube good: Friday, June 12, 2009
    136. YouTube good: Friday, June 12, 2009
    137. YouTube good: Blendtec engages its audience and increases blender sales by 400% Friday, June 12, 2009
    138. YouTube Tips: Friday, June 12, 2009
    139. YouTube Tips: encourage user content but know your audience Friday, June 12, 2009
    140. YouTube Tips: encourage user content but know your audience have fun so that your video gets passed around Friday, June 12, 2009
    141. 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
    142. If an 85-year old brand can do it right... Friday, June 12, 2009
    143. If an 85-year old brand can do it right... Friday, June 12, 2009
    144. If an 85-year old brand can do it right... ...so can you. Friday, June 12, 2009
    145. But you can’t catch fish if you don’t start fishing. Friday, June 12, 2009
    146. Six social media fallacies: Friday, June 12, 2009
    147. Six social media fallacies: It’s inexpensive Friday, June 12, 2009
    148. Six social media fallacies: It’s inexpensive It’s fast Friday, June 12, 2009
    149. Six social media fallacies: It’s inexpensive It’s fast It’s viral Friday, June 12, 2009
    150. Six social media fallacies: It’s inexpensive It’s fast It’s viral You can’t measure Friday, June 12, 2009
    151. Six social media fallacies: It’s inexpensive It’s fast It’s viral You can’t measure It’s optional Friday, June 12, 2009
    152. 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
    153. www.buildersocialblog.com Friday, June 12, 2009
    154. Question & Answer Friday, June 12, 2009
    155. Building An Effective Homebuilder Brand Using Social Media Lora Heramb + Jason Baer + Jon Bailey Friday, June 12, 2009

    + Jason BaerJason Baer, 4 months ago

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