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Social Media Presentation to Commercial Real Estate Group NAIOP
 

Social Media Presentation to Commercial Real Estate Group NAIOP

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Participant in panel discussion to MN commercial real estate audience on the basics of social media.

Participant in panel discussion to MN commercial real estate audience on the basics of social media.

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  • Pamela Muldoon is a Networking and Marketing Strategist with Next Stage Business. She helps people in business plan the right marketing strategies for their business and then develop marketing processes and systems to ensure a stronger end result.
  • As a social media strategist, Caroline Melberg creates strategic social media game plans, driving increased sales for her clients. A self-proclaimed “marketing geek,” Caroline is known for de-mystifying online marketing and social media, and explaining them in easy-to-understand terms.
  • As the co-founder of the first online clipping service eWatch, Kathy Swanson has spent 17 years helping company's pave their way online. Most recently as VP of Internet Marketing for Piper Jaffray. Kathy's passion is to help non-profits with their marketing and Internet initiatives.
  • Rick Mahn is the Social Media Strategist for Land O’Lakes in St. Paul, MN.  He is also the founder of Social Media Breakfast Twin Cities, a blogger, podcaster, and author for Personal Branding Magazine.  Rick’s background in Information Technology has allowed him to explore both the technical and social sides of new media, and work with businesses to address social computing needs for an organization. 
  • Stats / Facts… it's a powerful marketing technique that is radically different from any traditional form of marketing in that for it to work, you must build relationships and participate SM is “an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. Really just a fancy way to describe online conversations. 3 out of 4 Americans use social tech; 4 th most popular online activity – ahead of personal email! 1328% the monthly growth rate of Twitter users from January to February of 2009. 3,000,000 the average number of Tweets per day on twitter.com 5,000,000,000 the number of minutes spent of Facebook each day 94% of social media users believe a company should have a presence in social media – dialogue not a monologue…interact with your customers. If you’re reluctant; your competitors are already there, your customers have been there for a long time, and you should be putting yourself out there. More than a marketing channel: PR, customer service, loyalty building, collaboration, networking, thought-leadership, etc. Myth: Social media is a fad? Introduce common tools (LI, FB, TW) Reference Web 2.0 Revolutionized the way we connect with people Apps / tools may be a fad…passing…but the idea is here to stay Social media tools – presidential election example “ Social Media” is more about changing social norms for networking than it is about the technology of “social computing” or the “social web”. It’s an opportunity to augment the personal networking that business people already are (or should be) doing – the tools extend the experience. I believe social media to be a methodology for communication, be it one-to-one, one-to-many, or many-to-many that encompasses personal and business interactions from networking to PR to marketing. High Level Social Media facts / stats Demographics of users User rate
  • How many of you have a Linked In – stand How many of you have checked your account last 30 days, remain standing How many of you have checked your account in last week, remain standing How many of you checked your account last night and/or this morning – remain standing
  • Social networking w/ social media – they are two different things. Old school financial background fears etc. Poll…who attends a networking event 1 to 2 times per month? You’re already doing this. Start with the networking event poll What does it mean to your biz if you take what you’re already doing and go viral What you give is what you get – security settings etc. Do you talk about lunch in person, weather? We’re already doing this and for some reason online it freaks us out. This is what connects us as people. Attraction marketing. Safe guarding contacts Transparency any information that I give away is less of an opp for me to make money in the future relationships selling has changed…relationship building Networking vs. I’m an expert piece (another platform to share ideas)
  • How many of you use Linked In – stand How many of your are connected to others in this room – remain standing How many of you have logged in last 30 days, remain standing How many of you have logged in last week, remain standing How many of you logged in last night and/or this morning – remain standing Q – who will conduct this survey?
  • You make the time…fax machine, e-mail, text messages – these were not always a part of our lives The difference here is that these tools are communication AND marketing tools – tools that require participation and relationships to be successful Create a strategy specifically for your business -- Incorporate your keywords relative to your industry, company -- Choose the right people from your company to participate (SME’s) Kathy will address -- Create measurable, effective tasks for daily, weekly, monthly activity -- Plan your messaging & use online tools to schedule where possible Technology is your friend -- Employ browser tools and automation to streamline & simplify -- Password management Example plan slide
  • --Andy’s success story Brenda – in terms of how this is displayed, my diagram showing how everything connects would ideally pop up when I’m talking about integrating your online presence for consistency … let me know if that works from your standpoint.
  • Example Plan Daily, weekly, monthly tasks…create a strategy. Build upon keywords, add automation where is makes sense
  • This is the question slide. Play video of Clint asking this question.
  • Set up slide.
  • The reality is, they’re already doing it. Example images of Cushman Wakefield social media. Transition in each one as I talk to show how the various offices are already doing it. I’ll talk about the corporate brand and then Facebook and Twitter designs, logos and backgrounds.
  • How many of you use Linked In – stand How many of your are connected to others in this room – remain standing How many of you have logged in last 30 days, remain standing How many of you have logged in last week, remain standing How many of you logged in last night and/or this morning – remain standing Q – who will conduct this survey?
  • History – new technology, easy to share information. Leverage conversation (phone, fax, email, internet, etc.) Blocked access isn’t just about trust…security is a concern too. Exchange of proprietary information – file sharing is usually blocked for IT purposes. Files and pictures can have mailware, productivity aspect (watercooler effect) Additional software, loading these additional work for IT staff…security. Some companies don’t pay for networking events, plan ahead and spend your dollars (time) the way that best helps you. If you can do what you do networking after hours would you do it? Its valuable enough to participate on your time. Corporate companies don’t teach employees to build relationships…productivity. We understand the challenge, encourage you to break through this, world is changing. You will be left behind.
  • Promote properties Networking Political action – using this is a way to connect with legislators real-time. They use these tools Industry research Professional growth in education and job seeking Post your leasing comps versus mailing them… tweet! 73% of all all purchases are preceeded by online researched. Carlson uses a flip video to video to promote property online Use these tools to make your connections warmer by learning about what they are doing by following them on twitter, linkedin , facebook…
  • 5 pre-agreed upon questions planted in the audience…just in case. Collect from Program, Public Policy, and DL committees

Social Media Presentation to Commercial Real Estate Group NAIOP Social Media Presentation to Commercial Real Estate Group NAIOP Presentation Transcript

  • Social Media + CRE = ?
      • 1. Introduction of Panel
      • 2. Social Media: What is it?
      • 3. Social Media Myths. How do the realities and opportunities relate to our industry, CRE?
      • 4. What’s next?
  • Pamela Muldoon www.twitter.com/pamelamuldoon
  • Caroline Melberg www.twitter.com/carolinemelberg
  • Kathy Swanson www.twitter.com/kathyswanson
  • Rick Mahn www.twitter.com/rickmahn
  • Myth: Social media is a fad. 3,000,000 the average number of Tweets per day on twitter.com 3 out of 4 Americans use social technology 4 th most popular online activity 5,000,000,000 the number of minutes spent of Facebook each day Twitter is now growing at a mind-boggling 2,565 % 66% of Linkedin users are decision makers 70,000,000  – number of total videos on YouTube 100,000,000   – number of YouTube videos viewed per day
    • Concept
      • (information, graphic, idea)
    • Media
    • (physical, internet, TV or radio verbal)
    • Social Interface
    • (direct, community engagement, social, viral, broadcast or syndicate)
    Social Media The 3 Components
  • Linkedin
    • Contact network built up of direct connections (AKA – Your New and Improved Rolodex.)
    • 2. Great for Job Seekers
    • 3. Cold contacts quickly become warm connections
    • 4. Show your expertise in the Answers section
    Business-oriented social networking, launched May 2003
  • Facebook 1. Add Friends 2. Send Messages & Share news 3. Create Company Pages & Drive Business 4. And.. yes…Play games on the many APPS Friends & family-oriented social networking, launched February 2004
  • The truth about Twitter… …why we care
  • Twitter Micro-blogging social networking site, launched July 2006 1. 140 Character limit 2. Ranked in the top 50 most popular websites 3. Great for marketing & spreading the word – viral social networking 4. Great for driving traffic to your website, sharing expertise & information
  • Survey
    • Social Networking
    • -We are already doing it!
    • Social Media
    • -Internet platforms to network
    • Opportunity : To take what we already do and expand it
    Myth #1 - Reality
    • Provide Value & Industry Expertise
    • -An Educated prospect is an easy prospect--Attraction Marketing
    • -People want results, not a sales pitch
    • Opportunity : Your experience and knowledge can be shared more easily, to the right people, at low cost!
    Myth #1 - Reality
  • Survey
  • I have too many emails already. How do I effectively manage my time while using these tools? Myth #2
    • The technologies we take for granted today weren’t always ubiquitous
    • What’s different is the speed of change
    • Information vs. Attention
    Myth #2 - Reality
  • Who is the Real Whit Peyton ….
    • Approach social media strategically
      • Begin by listening
      • Know your keywords applicable to your business
      • Integrate your online presence for consistency
      • Create a plan for SME’s (if any) and all employees
      • Use technology to automate where appropriate
      • Slow and steady wins the race
    Myth #2 - Opportunity
      • Integrate your online presence for consistency
    Trends: Largest age group 35 - 49 Myth #2 - Opportunity Your plan to tie it all together & get it all done! Your Wordpress Blog Your Website Twitter Facebook Stumble Upon You Tube LinkedIn Plaxo Flickr Friend Feed PING.FM 5 minutes / week Trends: 35 & over 60% Female Generate Comments Lead Capture Constant Contact
  • Myth #3 Social Media is not my job someone else handles it.
  • Myth #3 Corporate Reputation Corporate Mission Corporate Image Corporate Identity Corporate Behavior Corporate Behavior How the public perceives the firm How the Firm perceives itself
  • The reality is…
  • Survey
  • I can’t use social media because my company blocks access. Myth #4
    • Business blocks access for many reasons:
      • Productivity
      • Sharing Intellectual Property
      • Professionalism/Image or better described as "brand control"
    Myth #4 - Reality
    • Business blocks access for many reasons:
    • Productivity
    • Sharing Intellectual Property
    • Professionalism/Image or better described as "brand control"
    • Productivity
      • Productivity loss already happening
      • Faster interaction with customers
    • Sharing Information
      • Can be done via email, fax, phone call, or snail mail
    • Security
      • IT should be protecting you already in regards to online threats
    Myth #4 - Opportunity
  • Listen... Learn … Engage
    • Promote properties
    • Networking
    • Political action – using this is a way to connect with legislators real-time. They use these tools
    • Industry research
    • Professional growth in education and job seeking
    Next Steps – CRE uses …
    • Do you think this is something you may look into? We invite you to…
      • Follow the panel on Twitter to ask questions,
      • Connect with us on Linkedin.
      • Visit NAIOP Pulse for tutorials / 101 sessions on building your profiles
    Next Steps
    • And remember ……
    Thank you! … ..We’re following you!