Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611Presentation Transcript
SOCIAL MEDIA & ENGAGEMENT: STRATEGIES AND CASE STUDIES 101 October 26, 2011
Co-Founder of Maven, a full service, strategic communications agency located in Philadelphia
Specialized expertise in professional service, commercial and residential real estate communications
Rebecca Devine, Principal Maven Communications
Is CRE Social?
What are the benefits of Social Media for CRE?
Grow brand awareness
Increase web traffic
Conversions and sales
Promote products or services
People prefer doing business with those they know!
How can CRE use Social Media? Executive Positioning: Demonstrate thought leadership and become an expert. Network and build your list of prospects and contacts. Sales and Marketing: Promote specific properties, promotions and discounts; create an online identity for your brand. Human Resources: Prescreen candidates on LinkedIn; foster better internal communications through private communities Market Research: "Listen" and gain insight into trends , public opinion & opportunities Customer Service: Answer questions, solve problems, take the conversation offline
CRE Social Media Tools
Network and recruit with company profiles, groups, answers
Create communities and advocates with company pages, fan pages, groups, widgets
Research, promotions, customer service, drive web traffic
Video marketing, event marketing, fundraising opportunities, product demonstrations Thought Leadership and expert positioning, connect with customers, generate media interest Location based marketing, deals and promotions
Set clear, measurable objectives. Is your objective to:
Increase awareness? Drive traffic to the website?
Promote a specific product, property or event?
Increase support or sales?
Target your audience: who, what, where?
Listen to the conversation
Follow on Twitter (use hash tags)
Developing your strategy Phase I
Choose your tools – LinkedIn, Facebook, Twitter?
Allocate appropriate resources
Create content worth talking about
Link blogs and other social media accounts to your website to ensure seamless integration
Measure results, adjust
Developing your strategy Phase II
ROI: Sales and Beyond
# of Followers/Fans
Engagement and participation
Track with Tools
Transparency & authenticity
Develop relationships & encourage the conversations
Try to add value to your industry and community
Connect with the influencers / help them find you
Set measurable objectives
For maximum ROI: “Build communities” instead of “doing communications”