Building a
Social Brand
from Scratch,
One City Block at
a Time
!
!
Kendall Shiffler
Results Oriented Social Media Summit
Sep...
Goals
RAISE the
sea level

1.

(Rising real estate values = $)
2.

Establish & introduce
the Design District
as a BRAND
Give the
Design District an
ONLINE presence
3.
4.

Establish ourselves
as EXPERTS on
the Design District
Long-term branding
effort NOT a
direct sales tool
STEP 1:

Produce LOTS of
Quality Content
CHALLENGE 1:

Produce LOTS of
Quality Content
STEP 2:

Get the Word Out
yo

framed
ve been
u’

^

o on
e your phot
se

line at

.c
weroaklawn
www.lo

om
Step 2 Continued:

Get the Word Out
via Social Media
STEP 3:

REALLY
get the
Word Out
STEP 4:

Successfully
maintain; keep
buzz alive
Results
60%
of sales
generated via
blog
!

32%
premium for
product
600+
“Ask Kendall” inquiries
since launch
200
per year average
3-5
asks a week
“The area’s moment as
the city’s “it” district
has finally arrived.”
Design District properties
rents raised
50% over 4 years
!

Fully leased
Social/blogging
platform has been
renewed for
4 years
!

(while other marketing
initiatives have been cut)
5,000 SF
5 year
lease
!

(resulted from lead
cultivation on twitter)
Lessons Learned
Social is not
just for big biz

Social is a full
time job

Lessons Learned

Social takes
patience
Social
p...
QUESTIONS?
!
!
!
!
!
www.dallasdesigndistrict.com
kendall@dallasdesigndistrict.com
@kendallanne
@ddesigndistrict
Get Results with Social Media: A Case Study of the Dallas Design District
Get Results with Social Media: A Case Study of the Dallas Design District
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Get Results with Social Media: A Case Study of the Dallas Design District

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Local real estate developers had big goals for the Dallas Design District, an overlooked neighborhood with prime proximity to downtown Dallas. Using social media and content marketing, we were able to get big results, that had a direct correlation to the bottom line.

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Get Results with Social Media: A Case Study of the Dallas Design District

  1. 1. Building a Social Brand from Scratch, One City Block at a Time ! ! Kendall Shiffler Results Oriented Social Media Summit September 8, 2012 ! @kendallanne @ddesigndistrict
  2. 2. Goals
  3. 3. RAISE the sea level 1. (Rising real estate values = $)
  4. 4. 2. Establish & introduce the Design District as a BRAND
  5. 5. Give the Design District an ONLINE presence 3.
  6. 6. 4. Establish ourselves as EXPERTS on the Design District
  7. 7. Long-term branding effort NOT a direct sales tool
  8. 8. STEP 1: Produce LOTS of Quality Content
  9. 9. CHALLENGE 1: Produce LOTS of Quality Content
  10. 10. STEP 2: Get the Word Out
  11. 11. yo framed ve been u’ ^ o on e your phot se line at .c weroaklawn www.lo om
  12. 12. Step 2 Continued: Get the Word Out via Social Media
  13. 13. STEP 3: REALLY get the Word Out
  14. 14. STEP 4: Successfully maintain; keep buzz alive
  15. 15. Results
  16. 16. 60% of sales generated via blog ! 32% premium for product
  17. 17. 600+ “Ask Kendall” inquiries since launch 200 per year average 3-5 asks a week
  18. 18. “The area’s moment as the city’s “it” district has finally arrived.”
  19. 19. Design District properties rents raised 50% over 4 years ! Fully leased
  20. 20. Social/blogging platform has been renewed for 4 years ! (while other marketing initiatives have been cut)
  21. 21. 5,000 SF 5 year lease ! (resulted from lead cultivation on twitter)
  22. 22. Lessons Learned Social is not just for big biz Social is a full time job Lessons Learned Social takes patience Social produces results
  23. 23. QUESTIONS? ! ! ! ! ! www.dallasdesigndistrict.com kendall@dallasdesigndistrict.com @kendallanne @ddesigndistrict

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