How tHe CommerCial real estate industry is using soCial media Jan Korb
How businesses are using tHis teCHnology Recruiting Reputation Building Competitive Intelligence Marketing & Promotion Thought Leadership
top 10 Cre firms as listed by tHe tenant advisorColliers International – Twitter, LinkedIn, Widget, YouTube and FacebookCushman & Wakefield – (LinkedIn not listed on website)Duke Realty Corp – (LinkedIn not listed on website)The Inland Real Estate Group of Cos., – (LinkedIn not listed on website)NAI Global – Blog, Facebook, LinkedIn & Twitter (YouTube channel, not listed on website)Interstate Hotels & Resorts – Facebook (LinkedIn not listed on website)CB Richard Ellis Group – Facebook, Twitter (LinkedIn not listed on website)Campden Property Trust – Mobile site linkMack-Cali Realty Corp – (LinkedIn not listed on website)Pennsylvania Real Estate Investment Trust - (LinkedIn not listed on website)
REPUTATIONBUILDING A full 25% of Fortune Global 100 firms utilize Twitter, Facebook, YouTube and blogs. * Sharing Company news (88%) * Providing Customer service (40%) * Promoting Deals (28%) * Recruitment (10%)
CASE STUDY Tactics: #1 Created a blog to join online conversation #2 Established an active Twitter account #3 Created a LinkedIn Group and Facebook Fan Page #4 Modified press release strategy for blogger coverage #5 Promoted social media channels on company website and in email signatures #6 Monitor metrics for success
CASE STUDYResults:After six months, the campaign resulted in:• 10,230 unique blog page views in Q3• 280 Twitter followers• 141 members of their LinkedIn Group• 155% increase in unique web visitorsLeads by source:• 55% inbound web• 23% trade shows• 20.5% email• 1.5% seminars
NEXT STEPS Sign Up Reserve your name in social media channels regardless how soon you plan on using it. Populate Populate your accounts with your bio information and link to your corporate website. Lurk Test the waters by observing.You don’t have to interact right away. Participate Begin by keeping your status updated with business-related happenings.
NEXT STEPS S = Set SMART Goals E = Establish a Workflow E = Engage and build relationships D = Don’t forget your website
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