Measuring Social Media for Real Estate


Published on

A basic overview of social media measuring tools for calculating ROI including Hootsuite,, Radian6. The powerpoint presentation is not specific for the real estate industry and focussing primarily on tracking Twitter traffic. Also included is a brief case study of a hotel Facebook campaign.

Published in: Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Measuring Social Media for Real Estate

  1. 1. Measuring ROI for Social Media and Online Marketing for Real Estate<br />December 1, 2009<br />
  2. 2. About Me<br />Chris Breikss<br />President, 6S Marketing<br />Founded 6S in 2001, 24 employees<br />Expert in SEO, SEM, Social Media<br />Worked With 400+ Clients<br />Speak, Sponsor & Attend Industry Events Across North America <br />Helped launch the first city crowdsourcing experiment with Foursquare in Vancouver<br />
  3. 3. Social Media<br />Challenges<br />Succeeded in maximizing search results for SEO & SEM, now what?<br />We’re trying Twitter and Facebook but are we getting R.O.I.?<br />We’re not really using YouTube or Flickr… yet<br />We’re not engaging in conversations with our target audience<br />
  4. 4. Social Media Winners<br />Polygon Homes<br />600+ Fans on Facebook<br />1300 Followers on Twitter<br />On YouTube, Flickr, LinkedIn<br />Not just participating, but leading the conversation<br />
  5. 5.
  6. 6.
  7. 7. Twitter<br />
  8. 8. Twitter<br />Measurement<br />Number of @ replies<br />Re-tweets<br /># of followers<br />Traffic to your website (conversions, sales, leads)<br />Links back to your website (good for SEO!)<br />
  9. 9. Twitter<br />R U Interesting?<br />Are you engaging in conversation?<br />Are you a me me?<br />Are you measuring your Twitter traffic?<br />What’s your conversion rate from Twitter?<br />
  10. 10. Measuring Twitter<br />Tools<br />Hootsuite<br />Radian6<br /> URL shortener<br />Popularity: Klout, Twitalyzer, TwitterGrader<br />
  11. 11. Measuring Twitter<br />Photo from Jeff Pulver&apos;s 140 Characters Conference on Twitter (140conf) - June 2009<br />(cc) David Berkowitz<br />
  12. 12. Measuring Twitter<br />Hootsuite<br />Schedule Tweets<br />Better than Tweetdeck (IMHO)<br />Stats<br />Quick, dirty, easy, simple<br />Vancouver company<br />
  13. 13. Hootsuite<br />
  14. 14. Measuring Twitter<br />Bit.Ly<br />URL shortener<br />Ties into Twitter API<br />No Frame, 301 redirect<br />Stats<br />
  15. 15. Bit.Ly<br />
  16. 16. Social Media Measurement<br />Google URL Builder<br />Link social media efforts w/ Google Analytics<br />Track social media traffic as campaigns<br />Identify which Tweets are driving…<br />Conversions, traffic, business<br />
  17. 17. Google URL Builder<br />
  18. 18. Radian6<br />
  19. 19. Social Media Measurement<br />Radian6<br />$600-$1500 per month (approx.)<br />Metrics like sentiment, engagement, reach, inbound links, vote count or comment count<br />Social CRM and analytics integration<br />Canadian owned and operated (for now)<br />
  20. 20.
  21. 21. Opus Hotel Facebook<br />Challenge<br />Succeeded in maximizing search results for SEO & SEM, now what?<br />Elixir Restaurant & Opus Bar had good reviews but needed in increase restaurant/bar reservations<br />Not effectively utilizing popular online communications tools<br />Not engaging in conversations with their target audience<br />
  22. 22. Opus Hotel Facebook<br />Solution<br />Facebook was an obvious first choice; now with over 300 million users in 170 countries<br />Set-Up a Facebook Business Page incorporating FBML, music, videos, and consulting on writing posts, how to build fan base and best practices on updating and maintaining the page to ensure long term results<br />Facebook Ads were also created to promote events, hotel promotions to specific target markets; such as Valentine Day party advertisements which targeted, 20-40 yrs old, single, and live in Vancouver.<br />
  23. 23. Opus Hotel Facebook<br />Results<br />2500 Facebook Fans in a little over 1 year<br />Facebook Page receives 150-400 pageviews per week<br />Facebook event invites generate results, and business<br />
  24. 24.
  25. 25. Opus Hotel Facebook<br />What they did next: Photo Contest<br />
  26. 26. Facebook Sleep Where the Stars Sleep Contest<br />Challenge<br />Promote Opus Hotel being the official hotel sponsor for the MMVAs<br />
  27. 27. Facebook Sleep Where the Stars Sleep Contest<br />Solution<br />Photo contest of you in your &quot;red carpet ready&quot; pose<br />
  28. 28. Facebook Sleep Where the Stars Sleep Contest<br />Results<br />Fan interactions from June 22 to July 24, 2009<br />41 photos uploaded with a minimum of 8,200 impressions <br />275 likes added to the photos with a minimum of 55,000 impressions<br />337 comments were posted on the photos with a minimum of 67,400 impressions<br />5,709 page views, a 93% month over month increase in total page views<br />An increase of 159 fans, this represents a 156% month over month average increase in fans<br />
  29. 29. Facebook Sleep Where the Stars Sleep Contest<br />For every individual interaction made by a fan on the Opus Hotel Facebook page, on average an additional 200 people received an impression related to the Opus profile through Facebook feed distribution<br />Supported by Twitter<br />Minimum of 10,000 impressions<br />50+ Tweets about the contest<br />643 clicks on links to the contest<br />
  30. 30. Thank You<br />Chris Breikss<br /><br />@chrisbreikss @6S_Marketing<br />