Lindsay Listanski presented on Coldwell Banker's integrated social media campaign to promote adopting dogs. The campaign for their "Homes for 20,000 Dogs" initiative around the Academy Awards included a commercial, behind-the-scenes videos, photos and adoption promotions on social media. The soft launch reached 3 million views, far exceeding the goal of 150k. Their integrated social strategy helped increase video views, adoptions and community engagement across platforms. Listanski emphasized that winning requires an integrated, team approach across all departments to social media, similar to how all players must work together to win a championship.

1. Coldwell Banker Real Estate
Lindsay Listanski
Winning with WINtegration
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015

2. Winning with WINtegration
Lindsay Listanski
Senior Manager Media Engagement
@LListanski

3. Socialmedia.org
Members
=
The Best in the
Biz

4. 3
Didn’t average 30 points a game…
Didn’t average 10 rebounds a game…
Only started in 480 of 1107 games…
So why does he
matter?

6. Without Social Media….
A press release will still go out
A commercial will still air
A campaign will still be successful
But with it, you win championships
The Ultimate ROLE Player
#KnowYourRole

7. To Win You Must WINtegrate
Who Owns Social?
Social Media Belongs
to Every Department

9. Changing the Conversation in Real Estate

11. Home’s Best Friend
There’s no place like home…with a dog
Official Launch on the Academy Awards
#DVRPROOF

12. 20,000 Homes for 20,000 Dogs
“Coldwell Banker has been helping man find a home for 100 years. Now it’s
time to help man’s best friend.”

13. Social Good = Good Social
• Win for franchisees
(community aspect)
• Win for consumers
(puppies work)
• Win for dogs
(Forever Home)

14. WINtegration- Winning with Total Integration
Team Work Makes the Dream Work

15. On Set at the Commercial Shoot
Social Media Was Top of Mind
• BTS Video
• Still Images
• Bloopers

16. Free Mind Map Program XMind

21. Lights! Camera! SOCIAL!!

22. Real Time Marketing Can Land You In the Dog House
Beware chasing the “Oreo” moment of fame

23. Using the Show to Find Pups their Forever Home

24. Working Like a Dog for Months Paid Off!!!

25. #SocialFTW

26. Keeping it Going with Woof Wednesday

27. Our Results AKA The Dog & Pony Show
Soft Launch 2/11-2/21
Goal: 150K Actual: 3M views (1,900%)
Hard Launch YTD
Goal: 1M Actual: 6M (500%)
Adoptions Nearly 3K
Video Views

29. Sit, Stay, Rollover: Tricks We Learned Along The Way

30. Second Screen Involvement is the New Norm
#HomeRocks
56% of Americans engage in
another digital activity during
their TV sessions, a behavior
termed “screen-
stacking.”
–Forbes

31. You Can’t Just Have a Party and Hope People Show Up
 Invites & RSVPs
 Promote the Party
 Party Favors

32. #

33. Annotations are a PAWesome Way to Drive Traffic (for free!)
In-video Promo Annotations
 Drive viewers to more
content
 Increase community actions
on your videos
 Attract new subscribers

34. Video Ads on Facebook are the Dogs Cat’s Pajamas
• Commercial
• Behind the Scenes
• Meet the Stars
• Bloopers
• Red Carpet Rollout

35. Summary: Every Tail Wags with a WINtegrated Approach
AH HA! Moment: Everyone took ALL the
credit
(BUT) Social Helped WIN the Championship 

36. Questions?
Lindsay Listanski
Senior Manager Media Engagement
Coldwell Banker Real Estate LLC
LL@coldwellbanker.com
@Llistanski
Interested in adoption?
Head to coldwellbanker.com/dogs

37. Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015