3. Social and New Media:
Tools to
Seek
Find
Share
information online
4. Why care about social media?
Control
Cost-effective
Nimble
Drives conversation
Your audience is already there
5. New Expectations
93 percent
– Should have a social media
presence
85 percent
– Should interact with
consumers via social media
56 percent
– Stronger connection/ better
served by companies via
social media
Cone Business in Social Media Study
7. Why consumers like social media
• People trust “someone like me” more than
authority figures in business, government,
or media
People trust “someone like me” more than
authority figures in business, government, or media
8. Word of mouth:
Mayo Clinic
91 people 40 people
85 percent would recommend
Word of mouth: 84 percent
source of info
REMEMBER:
Social media eliminates
inertia and friction
12. Social Media and
Commercial Real Estate
Real estate
is about buildings.
Buildings are in places.
Social media
is about communities.
It’s a good match.
13. “Placemaking” in social media
• Be more a presence
• Be more thanthan a presence
– Go beyond Facebook; LinkedIN; Twitter
• Potential next stop: social/mobile
• Potential next stop: social/mobile
• Mobile search up 500 percent in last two years.
– Mobile search up 500 percent in last two years.
• Mobile means
• Mobile means
• Placemaking on FourSquare, Yelp, YouTube – Geo-marketing
– Placemaking on FourSquare, Yelp, YouTube
• Tags users, connects them
– Geo-marketing (Foursquare) with people
• Tags users, connects themsharepeople
• Similar locations or with information
• Similar locations or share information
• For example, encourage tenants to in; create a hashtag
– For example, encourage tenants to checkcheck in; create a hashtag
– It’s•making a place place matter – on-line
It’s making a matter – on-line
• Placemaking means community
• Placemaking means community
14.
15. Case study
• Goal: Motivate local citizens to attend public hearings and testify in favor
• Strategy: Earn public trust for White Flint, based in Montgomery County, MD
• Tactics: Community outreach campaign
Synthesis of traditional and new media
Facebook
Blog posts
Interactive web site
• Results: 400+ prodevelopment letters sent to the town.
Amplify numerous voices of support from communities that had
antidevelopment leadership.
Typical developers avoid the media,
but if you can tell the right story…you can win.
16.
17.
18.
19.
20.
21. Choose wisely,
you must
Who do you want to reach?
What will you accomplish?
How will you enhance relationships?
Real estate journalism scrambles get the story before competitors Social provides a way to scoop reporters You control the message Don’t have to wait for someone else to present it for you, through their own lens. The human element that we talked about before: See a company without feeling like you are doing business Audience is already there: 56% of those ages 65 - 69 are now online 45% of those 70 - 74 are using the Internet 44% of YouTube's users are ages 45 - 55+ Social media now used by majority of adult online users between the ages of 18 and 64. Facebook – more than 1 billion users.
That’s 3640 Advised 16 to come 5 actually came
High expectations but…there’s no need to panic.
Real Potential for CRE heyday in social media Real estate has traditionally lagged Some firms are doing it well – you are Video and photo sharing Crowdsourcing Profiles of projects Experts establishing themselves as thought leaders Facilitating p[ublic involvement by urban planners
