Century 21 Real Estate LLC
     Social Convergence & The Enterprise
     July 21, 2010




Copyright © 2010 Century 21 Rea...
@mattgentile – CENTURY 21®
         Matt Gentile directs public
         relations and social media
         content strat...
Today’s Agenda

   •      Why SM is Important
   •      Audience
   •      Content
   •      Integration
   •      Measure...
Why SM is important: The Social Web




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   4
Why SM is Important: 10 Stages of
         SM Business Integration*

           Good things take time




              *B...
Why SM is Important: Stop the Madness

                                                                              Liste...
Audience: Building the “Right” Audience




          •         Under 35 Females now make up majority of our Facebook page...
Content: Development of C21 Social




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   8
Integration: Integrating the Right Platforms




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   9
Integration: Speaking Multiple SM Languages

         • Conversation content
           strategy matters most
            ...
Integration: Providing Value to the Consumer




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   11
Integration: Engaging with Philanthropy!




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   12
Measurement




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   13
Measurement: Key metrics

         •      Growth
         •      Presence
         •      Conversation
         •      Sen...
Measurement: How We Track Leads




Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.   15
Key Takeaways

            1. Listen to conversations

            2. Define consumer target

            3. Establish obj...
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How to Grow the Right Audience for Your Business: Optimizing Twitter and Facebook for Your Business’ Conversation Strategy - BDI 7/21/2010 Social Convergence & The Enterprise

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Case Study: How to Grow the Right Audience for Your Business: Optimizing Twitter and Facebook for Your Business’ Conversation Strategy
Presented by: Matt Gentile, Director of PR and Communication, Century 21®
Is your company or brand communicating effectively with your core target audience via social media channels? Facebook recently passed Google as the most visited Web site in the U.S. Do you have an effective conversation strategy that utilizes Twitter and Facebook to reach and build an audience for your business? The holy grail of social media marketing is defining how to define ROI against the effort your marketing department is spending trying to capture the next big thing. Jump off the social media crazy train and stop trying to get to the next big thing before it leaves the station. Matt Gentile will address the fundamental steps required to gain a handle on social media marketing for your business:
- Who is it you need to be talking to?
- How will you reach them?
- What are you going to say?
- Who is going to manage the conversation?
- Track, refine and maximize your investment in social media marketing

www.bdionline.com

Published in: Business
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How to Grow the Right Audience for Your Business: Optimizing Twitter and Facebook for Your Business’ Conversation Strategy - BDI 7/21/2010 Social Convergence & The Enterprise

  1. 1. Century 21 Real Estate LLC Social Convergence & The Enterprise July 21, 2010 Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 1
  2. 2. @mattgentile – CENTURY 21® Matt Gentile directs public relations and social media content strategy for CENTURY 21® Real Estate, the world’s largest residential real estate sales organization. In this role, he promotes approximately 7,700 independently owned and operated franchised brokerage offices and 117,000 sales associates in 68 countries and territories worldwide. Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 2
  3. 3. Today’s Agenda • Why SM is Important • Audience • Content • Integration • Measurement • Takeaways Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 3
  4. 4. Why SM is important: The Social Web Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 4
  5. 5. Why SM is Important: 10 Stages of SM Business Integration* Good things take time *Brian Solis - http://mashable.com/2010/01/11/social-media-integration/ Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 5
  6. 6. Why SM is Important: Stop the Madness Listen to conversations Define Adjust for consumer optimization target Measure for Establish success objectives Select Set strategies platforms Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 6 6
  7. 7. Audience: Building the “Right” Audience • Under 35 Females now make up majority of our Facebook page. Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 7
  8. 8. Content: Development of C21 Social Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 8
  9. 9. Integration: Integrating the Right Platforms Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 9
  10. 10. Integration: Speaking Multiple SM Languages • Conversation content strategy matters most – Create a mix of content informative, interesting, & entertaining content – Develop a calendar – Share content from press, influencers, bloggers, researchers – Leverage across all properties Shameless Plug: Like Us Today - – Solicit feedback from http://www.facebook.com/century21 the community Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 10
  11. 11. Integration: Providing Value to the Consumer Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 11
  12. 12. Integration: Engaging with Philanthropy! Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 12
  13. 13. Measurement Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 13
  14. 14. Measurement: Key metrics • Growth • Presence • Conversation • Sentiment • Referrals & Conversion Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 14
  15. 15. Measurement: How We Track Leads Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 15
  16. 16. Key Takeaways 1. Listen to conversations 2. Define consumer target 3. Establish objectives ✓++ 4. Set strategies 5. Select platforms 6. Measure for success 7. Adjust for optimization Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 16

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