The Digital Wild
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A high-level overview of 2015 digital trends, video marketing, and emerging technology. Originally presented at the Caliber Real Estate Investment Summit on March 13, 2015.
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The Digital Wild
- 23. Story Find the
- 24. Connect WITH VIEWERS and relate with them
- 27. ▪ Company Overview Types of video
- 29. ▪ Company Overview ▪ Profile Video Types of video
- 31. ▪ Company Overview ▪ Profile Video ▪ Product/Property Showcase Types of video
- 33. ▪ Company Overview ▪ Profile Video ▪ Product/Property Showcase ▪ How-To Video ▪ Need-to-Know & Top Trends Types of video
- 35. ▪ Company Overview ▪ Profile Video ▪ Product/Property Showcase ▪ How-To Video ▪ Need-to-Know & Top Trends ▪ Success Stories Types of video
- 37. ▪ Company Overview ▪ Profile Video ▪ Product/Property Showcase ▪ How-To Video ▪ Need-to-Know & Top Trends ▪ Success Stories Types of video
- 41. ▪ Use it for brand awareness ▪ Forget “going viral” & focus on viewers ▪ Provide value & utility (How-To) ▪ Connect (Success Stories) ▪ Encourage users to subscribe & share ▪ It’s cheap as free! YouTube
- 42. ▪ Use it for “owned” content & lead-gen ▪ Consistent streaming quality ▪ Increases on-site user engagement ▪ White-labeled or custom branding ▪ Interactive links, deeper metrics, CC ▪ Relatively inexpensive Paid Video Hosting
- 44. Drones ▪ Aerial video/photo capture provides new views of locations ▪ Compact ▪ Light ▪ Inexpensive ▪ FAA permits recreational (hobbyist) use but prohibits commercial use, for now ▪ http://knowbeforeyoufly.org/ Emerging tech like drones will soon enable new ways to showcase properties and real estate
- 47. DIGITAL AGENTS The path to purchase is no longer linear Buyers are 70% of the way through their path to purchase before making contact with a sales person Shoppers now perform an average of 11 searches before taking action on a real estate site
- 50. March 10, 2015 50 iBeacons
- 52. VIRTUAL REALITY “Not only does the Oculus Rift enable them to experience the design, but it’s also a lot of fun. The virtual model helped us sell this property much faster than we could have otherwise.” – Roman Popovych, Panoptic Group
- 55. • Curb Call – connects buyers with near-by agents. Both parties match up based on shared information, such as neighborhood, proximity, and reviews. • Homesnap Pro – provides access to key real time MLS data, property history, competitive data, and agent contacts through a single touch point in a mobile app UBER FOR X
Editor's Notes
- Now, you may already know a few people with their head in the clouds, but you’re about to know a lot more.
- ... as a Service is a term you may be familiar with. IaaS - Infrastructure as a Service - a third-party provider hosts hardware, software, servers, storage and other infrastructure components on behalf of its users. Providers include Amazon Web Services (AWS), Windows Azure, Google Compute Engine, Rackspace Open Cloud, and IBM SmartCloud Enterprise. SaaS - Software as a Service - where software is licensed on a subscription basis and is centrally hosted. Providers include: Intuit QuickBooks, Adobe Creative Cloud, InfusionSoft and Salesforce. PaaS - Platforms as a Service - Google App Engine, Caspio, Engine Yard, and Salesforce (which now offers a PaaS). It has gotten to the point that if you can imagine an enterprise solution going into the cloud, whatever system that may be, it will.
- So it is less about the firehose of data, and more about the many actionable points of information about millions of individuals that will help you predict and fix problems with your business. Predictive Analytics Analysis of current and historical facts to make predictions about the future. Prescriptive Analytics Suggests options to take advantage of the analytic predictions.
- And then there is Social Intelligence - Many innovative companies are taking social data to the next level, “listening” to the billions of conversations on social media, to bubble up actionable insights for companies to make better decisions around their brand, marketing, product, etc.
- No cash on hand? No credit card? No problem! Needing your wallets and credit cards will be a thing of the past, as new technology and your mobile apps via your phone will replace that need.
- Swyp - one card for all of your cards. Bluetooth communication with your smartphone. Moreover, world currencies beware, new digital currencies are being developed which will reinvent how currencies move around globally with open source, Peer-to-Peer transactions like Bitcoin or PPcoin.
- It appearsa lot of the new generation of users no longer want to own anything (or can’t afford to), and the sharing economy is in full swing. REASONS: The recession. It was a catalyst for new services to emerge. Technology. Through a cellphone or laptop it’s very easy to share things peer-to-peer. People want more sustainability. They want to build more connections with other people. Generate revenue from the assets they already have. EXAMPLES: Airbnb - is the poster child of the collaborative consumption/peer economy. DogVacay - Dog owners can leave their dog with a host who will take care of the dog. It's cheaper than a kennel and gives dogs a more comfortable place to stay. Poshmark - People buy or sell their clothing via Poshmark's mobile app. Lending Club - use Lending Club's peer-to-peer network to get cold hard cash. It’s cheaper than credit cards for borrowers and provides better interest rates than some savings accounts for investors.
- Those are some big words...what do they mean when it comes to marketing.
- Hyperlocal Marketing - Onsite discovery or communication, in-the-aisle shopping offers, and iBeacons are tracking mobile users every step of the way. Scary to some, but very useful and relevant to others. click Personalization has made its way into just about every aspect of digital marketing, but next year will bring a heightened use of algorithms to hyper-personalize ads. Retargeting and location targeting will pair up in more marketing campaigns to deliver a cohesive consumer experience that anticipates and responds to the customer's every need. click Example Nextdoor App - a very Hyperlocal/Hyperpersonal social network for an individual’s neighborhood. Neighbors share info about burglaries, babysitting availability, and dog walking for instance.
- This is how some envisioned wearable tech a few years back. Luckily, we’ve come a long way. click If it is not already here with players like Google Glass, Apple Watch and Fitbit, it’s coming in many new ways for you . . . and your pets!! Gathering, relaying, and analyzing your personal health data for a myriad of uses.
- Especially in Digital Health Wearables for almost any part of your body (Glasses, hats, shirts, head and wrist bands, jewelry. ) Smartphone case devices (Diabetes testing) Prescription-Only Rx apps (BlueStar, WellRx) - UV Exposure (Warns user) - Sweat sensor strips (Can be use for a battery of tests) - Healthier lighting (Helps sleep patterns)
- Smart Homes In the not too distant future, we will regularly communicate with our homes. Turning off and on appliances or lighting. Viewing video. Checking in on our children or pets etc. To talk to your home...you’ll use your mobile device. Bluetooth makes lighting a snap - imagine placing a mobile light switch anywhere you want and being able to control it via Bluetooth. Low-power Wi-Fi is coming even if the standard isn’t ready - more efficient way to power devices. Security - More features including real-time video surveillance and enhanced motion detection. You won’t need an expensive home hub to automate your house - it will all be going to the cloud as a service. Get ready to pay - this technology will be expensive out-of-the gate.
- Shoppers now perform an average of 11 searches before taking action on a real estate site. 90% of home buyers searched online during their home buying process. 52% of actions come directly from a local search on a search engine
- Zero Moment of Truth: refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist. The number of consumers researching a product online prior to purchase has been on the rise in recent years as the internet and mobile continue to advance. First moment of truth – visual and physical contact. Second moment of truth – experience of application, actually using the product or service. Forge an emotional connection with customers Consumers consult an average of 12 different sources during the purchase process. How do you make it the next person’s ZMOT? 70% of the buying process is complete
- Developed by Apple Uses low-energy wireless to push location-based information and services to smartphones Beacon records the number of visitors to see the house, including information provided by the phone. These numbers can be used to analyze data to help agents be more effective. Serve up contextual information based on users location, down to room level. As the technology develops, it will become more diverse and other uses will become apparent
- •New VR experiences engage at a tactile and interactive level •Offer walk-throughs and open houses through 360 degree experiences •Big Players: Oculus Rift, Sony, Samsung, HTC/Valve Pantopic is a real estate development group out of Chicago NHelp customers visualize a finalized product. Allows architects to collaborate across the globe. Oculus acquired by Facebook for $2B
- Jerry’s apartment from Seinfeld
- Sharing economy. Uber selling back time. Think about how much we value time – if a webpage doesn’t load in 2 seconds, we flip out. Uber-ish delivery and intermediary businesses, including fast grocery delivery, helicopter rides, portable ATMs, alcohol delivery, in-home massage service, dry cleaning and laundry, iPhone repair, personal shopping, medical marijuana, dog walkers, and on-site car mechanics. Uber has found a way to monetize that one thing we value most – time. We are willing to pay an X amount of dollars to get an X amount of our time back.
- Right now these technologies might be viewed as geek tech. That won’t be the case in 3 years, because these are not just products, these are platforms with original content and engaged users. Advertisers will be trampling to reach users in a 1:1 context. Lastly, Think about how you’re adding value during the new buying process and helping create a zero moment of truth for your next customer