The document is from a presentation by Century 21 Real Estate about using social media for their business. It discusses why social media is important for reaching audiences and generating leads. It also covers how Century 21 uses platforms like Facebook and content topics like philanthropy engagement to build their brand and integrate social strategies across their business. Metrics like growth, conversation, and referrals are used to measure the success of their social media efforts.

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. @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. Today’s Agenda
• Why SM is Important
• Audience
• Content
• Integration
• Measurement
• Takeaways
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4. Why SM is important: The Social Web
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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/
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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
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6 6

7. Audience: Building the “Right” Audience
• Under 35 Females now make up majority of our Facebook page.
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8. Content: Development of C21 Social
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9. Integration: Integrating the Right Platforms
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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
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11. Integration: Providing Value to the Consumer
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12. Integration: Engaging with Philanthropy!
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13. Measurement
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14. Measurement: Key metrics
• Growth
• Presence
• Conversation
• Sentiment
• Referrals & Conversion
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15. Measurement: How We Track Leads
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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