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Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611
 

Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

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    Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611 Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611 Presentation 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
        • @rebeccadevine
        • LinkedIn: www.linkedin.com/rebeccadevine
        • Website: www.mavenagency.com
      Rebecca Devine, Principal Maven Communications
    • Is CRE Social?
    • What are the benefits of Social Media for CRE?
      • Grow brand awareness
      • Recruitment
      • Thought leadership
      • Increase web traffic
      • Conversions and sales
      • Promote products or services
      • Create advocates
      • Industry Research
      • Customer loyalty
      • 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)
        • Google Alerts
        • Blogs
      • Set Guidelines
        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
      • Web traffic
      • Sales
      • Engagement and participation
      • Track with Tools
        • Google Analytics
        • TweetDeck
        • Facebook Insights
        • 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”
      Tips for Social Media Success