This document summarizes a presentation about developing social media strategies for commercial real estate. It discusses: 1) The benefits of social media for CRE such as brand awareness, recruitment, thought leadership and increasing web traffic. 2) How CRE can use social media including executive positioning, sales and marketing, and human resources. 3) Key social media tools for CRE like LinkedIn, Facebook, Twitter, and videos.

1. Social Media and
Engagement: Strategies
and Case Studies
Wednesday,
October 13
10:45 a.m. - 12:00 p.m.

3. Social Media For CRE:
ULI Fall Meeting 2010
Social Media and
Engagement: Strategies
and Case Studies
Wednesday,
October 13
10:45 a.m. - 12:00 p.m.

4.  Co-Founder of Maven, a full service, strategic
communications agency located in Philadelphia
 Big Agency Experience, Entrepreneurial attitude
 B-to-B, B-to-C and nonprofit clients
 Specialized expertise in legal, commercial and
residential real estate communications
– @rebeccadevine
– LinkedIn: www.linkedin.com/rebeccadevine
– Website: www.mavenagency.com
Rebecca Devine, Principal
Maven Communications

5. Is CRE Social?

6. What are the benefits of Social Media for CRE?
 Grow brand awareness
 Recruitment
 Thought Leadership
 Increase web traffic
 Conversions and sales
 Promote properties or services
 Business development
 Industry Research
 Customer loyalty
 People prefer doing business with those they know!

7. How can CRE use Social Media?
Executive Positioning: Demonstrate thought leadership and become an expert.
Network and build your list of prospects and contacts.
Sales and Marketing: Promote specific properties via social media promotions and
announcements. Post links to press releases, company news, relevant community
news, speaking events, and sales.
Human Resources: Prescreen candidates on LinkedIn;
foster better internal communications through internal communities
Market Research: "Listen" and gain insight into trends or opportunities
Community Relations: Raise awareness for community relations projects and
corporate giving initiatives

8. CRE Social Media Tools
Network and recruit with company profiles, groups, answers
Create communities with company fan pages, groups,
widgets
Micro blogging with 140 characters or less. In CRE, twitter is
most useful as a research tool
Video marketing, event marketing, fundraising opportunities,
product demonstrations
Thought Leadership and expert positioning, connect with
customers, generate media interest
Internal social network to identify employee issues,
communicate news, build relationships

9.  Set clear, measurable objectives. Is your objective to:
 Increase awareness? Drive traffic to the website?
 Promote a specific service, property or event?
 Target your audience: who, what, where?
 Listen to the conversation
 Follow on Twitter
 Socialmention.com
 Google Alerts
 Blogs
 Set Guidelines
Developing your strategy
Phase I:

10.  Choose your tools – LinkedIn, Facebook, Twitter?
 Allocate appropriate resources - Networks need
regular maintenance to keep them valuable
 Create content worth talking about
 Link blogs and other social media accounts to your
website to ensure seamless integration
 Measure results, adjust
Phase II
Developing your strategy

11. Measuring Success
 # of Followers/Fans
 Web traffic
 Sales
 Engagement and
participation
 Track with Tools
 Google Analytics
 TweetDeck
 Facebook Insights

12.  Transparency & authenticity
 Develop relationships & encourage the conversations
 Try to add value to your industry and community
 Connect with the influencers / help them find you
 For maximum ROI: “Build communities” instead of
“doing communications”
Tips for Social Media Success

13. – @RetailTraffic
– @CREOPoint
– @ProLogis
– @rsajja
– @urbanophile
Sample Real Estate Social Media Resources
 Jones Lang La Salle
 Sperry Van Ness
 Urban Land Institute
 Legacy Place
 NAIOP
 ICSC

14. Social Media and
Engagement: Strategies
and Case Studies
Wednesday,
October 13
10:45 a.m. - 12:00 p.m.
Rajeev Sajja
Prudential Fox & Roach
Twitter: rsajja

15. Customer Case Study
Rajeev Sajja
Director, e-Business
Social Web: www.card.ly/rsajja
 4000 Sales Associates
 65+ Regional Offices
 5th largest Home Services
Company
Getting Your Company Ready

16. Companies Jump Into Social
Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835

17. Yet Most Companies
Fail to Plan Properly
Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841

18. First Things First!

19. Objectives
• What is your one
thing?
• Passion
People
• Customer Profile
• What is your Social
capability?
POST: Forrester’s Approach to Social Strategy

20. Technology
• Inventory of Tools
• Decide on which
Technologies to use
Strategy
• Where do you want to
be?
• Begin with the end in
mind
POST: Forrester’s Approach to Social Strategy

21. Our Social Media Objectives

22. • Corporate Blog
• Thought Leadership
• Customer
Engagement
• Brand Monitoring
Our Social Media Objectives

23. Our Social Media Objectives
• Corporate Blog
• Social Media
Optimization (SMO)
• Make it easy for our
Listings to travel
• Stronger
Relationships

24. • Engagement
• New Communication
Platforms
Our Social Media Objectives

25. Our Social Media Objectives
• Internal
Communications
• Collaboration
• “Inside Out”

26. Take Social Media Baby Steps
Walk Before You Run

27. Now, go out there and get social