Sarah & roger sentient


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Online Real Estate Marketing Conference 9 & 10 March 2010 The Pavilion Cape Town South Africa

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Sarah & roger sentient

  1. 1. A day in the life What “doing” Social Media means IRL* * in real life
  2. 2. 7:00 - 7:45 <ul><li>Wake up. Rub eyes. Go to bathroom. </li></ul><ul><li>Pour tea into coffee cup. Burn toast. Out of grapefruit and yoghurt. </li></ul><ul><li>Have Pro Nutro for breakfast instead. </li></ul><ul><li>Shower. Dress. Scratch under nightstand for car keys. </li></ul><ul><li>Drive to the office. </li></ul>
  3. 3. The office? It’s probably something like this: Property developer, management company or estate agent. 30-100 staff, one or more branch offices, business mostly done one-to-one through internal sales team. You have a Website for your company (online brochure), you maybe have online listings of your offerings, an online request form for incoming queries. You maybe even actively market via third-party property sites, and are running PPC or banner ads.
  4. 4. Back to our story... it’s 8:15 <ul><li>Get into the office, fire up the computer, log in. The day begins... </li></ul>
  5. 5. Check email
  6. 6. Check monitoring <ul><li>BrandsEye </li></ul><ul><li>Meltwater </li></ul><ul><li>Newsclip </li></ul><ul><li>Google Alerts </li></ul><ul><li>URL shortner tracking </li></ul><ul><li>Website clickthroughs </li></ul>
  7. 7. Check monitoring
  8. 8. Prioritise, Respond, Escalate
  9. 9. Lunchtime
  10. 10. We’re back. So are the lusers. <ul><li>Quick check of any incoming messages, </li></ul><ul><li>alerts, crisis... </li></ul><ul><li>None? Good. </li></ul><ul><li>So the real work day can begin. </li></ul>
  11. 11. Content. <ul><li>Identify and write three Facebook posts </li></ul><ul><li>Identify and write three Tweets </li></ul><ul><li>(to push them out one by one later in the arvie...) </li></ul><ul><li>Respond to a couple of Tweets, FB comments, Website and blog comments </li></ul>Content. Content.
  12. 12. One hour left. <ul><li>At least once a week, any of these are possible: </li></ul><ul><li>Meet with PR company to see what stories are happening, can SM support? </li></ul><ul><li>Meet with SEO and Web marketing people to discuss optimisation, keywords, PPC, etc </li></ul><ul><li>Write weekly report on brand issues, flash-points, complaint patterns, response. </li></ul><ul><li>... </li></ul>
  13. 13. One workday. <ul><li>To do even basic Social Media for a </li></ul><ul><li>small/medium business is a FULL DAY JOB! </li></ul><ul><li>Basic monitoring </li></ul><ul><li>Basic reactive </li></ul><ul><li>Very basic proactive </li></ul><ul><li>Reporting, meetings </li></ul>! Much of this work requires at least a mid-level , experienced person that understands the brand , the business and the communications worlds.
  14. 14. PR? CRM? E-marketing? <ul><li>Much of the skill-set is PR-centric </li></ul><ul><li>Writing ability </li></ul><ul><li>Understanding of media </li></ul><ul><li>Understanding the brand in written form </li></ul><ul><li>Formulating responses </li></ul><ul><li>Picking your fights, knowing your audience </li></ul><ul><li>Have a thick skin! </li></ul>
  15. 15. PR? CRM? E-marketing? <ul><li>It’s not “standard PR” </li></ul><ul><li>Direct communication between brand and audience </li></ul><ul><li>Needs to feel “ authentic ” and a “ real person ” </li></ul><ul><li>Two-way communication, not “issue a story” </li></ul><ul><li>Requires ACTING. As in... “ action ”. Now. </li></ul>
  16. 16. PR? CRM? E-marketing? <ul><li>It’s a hybrid animal </li></ul><ul><li>Must understand the technology (at least!) </li></ul><ul><li>Must understand how social networks work (Net savvy) </li></ul><ul><li>Must understand search engine, traffic, SEO </li></ul><ul><li>Must understand CRM, call centres, customer support, operations </li></ul>
  17. 17. PR! CRM? E-marketing? <ul><li>Fundamentally the PR skills are key. Writing. Tone. Messaging. Positioning. </li></ul><ul><li>This is not a technologist position, it needs a communicator . </li></ul>
  18. 18. Last thoughts <ul><li>We were asked to talk about Social Media from a PR and HR perspective. </li></ul><ul><li>We hope we’ve given you a real-world view of what it actually means to have SM in your company. </li></ul><ul><li>It’s a full time job, not something else to drop on the marketing/Web/CRM team’s plate </li></ul><ul><li>It requires sophisticated skills, plenty experience </li></ul><ul><li>Don’t start a conversation you don’t continue. </li></ul><ul><li>It’s not a cheap form of PR or advertising. </li></ul>
  19. 19. Thanks for listening <ul><li>Questions? </li></ul><ul><ul><li>We can be reached at </li></ul></ul><ul><ul><li>Sentient Communications </li></ul></ul><ul><ul><li>021 422 4275 </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Email: </li></ul></ul><ul><ul><li>Skype: roger.hislop </li></ul></ul>