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Community Marketing


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Using Sense of Community theory to build relationships and be a "community expert" in real estate.

Published in: Real Estate, Technology, Business
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Community Marketing

  1. 1. Community MarketingCase Study: Cortina<br />
  2. 2. What is a Community?<br />What is your definition of a community?<br />
  3. 3. What is a Community?<br />Neighborhood (Don’t forget/neglect the apartment complexes)<br />Workplace<br />School<br />Religious communities<br />Communities of interest<br />
  4. 4. What is a Community?<br />Cortina is a community located in Queen Creek, Arizona.  The development encompasses about 1100 home sites, 2 large parks, a community pool, and an elementary school (Cortina Elementary). Construction of this community began in 2003 by Fulton Homes.<br />The development is nestled in between the cities of Gilbert, Mesa and Queen Creek.  The Town of Queen Creek has grown from rich rural roots to what is one of the most innovatively planned family friendly home towns in Arizona.<br /><br />
  5. 5. Is your Social Media Venture failing? If so, why?<br />Website<br />Blog<br />Forum <br />Fanpage<br />LinkedIn<br />
  6. 6. What is a Community?<br />Sense of Communityis a concept in community psychology and social psychology which focuses on the experience of community rather than its structure, formation, setting, or other features.<br />
  7. 7. Sense of Community<br />Feelings of membership<br />Feelings of influence<br />Integration and fulfillment of needs<br />Shared emotional connection<br /> McMillan & Chavis's (1986) theory are the most broadly validated and widely utilized in this area in the psychological literature. <br />
  8. 8. Feelings of Membership<br />Arise from the creation of community boundaries<br />Perception of emotional safety<br />Sense of belonging to and identification with a community<br />Use of common symbols, language, etc.<br />
  9. 9. Feelings of Membership<br />Includes invitations to participate in groups and sub-groups<br />Allows for personal and group expression<br />Greets new members and introduces them to others with similar interests <br />
  10. 10. Feelings of Influence<br />Being able to influence group (voice is heard)<br />Being able to be influenced by group <br />Learning new ideas and introduced to new things<br />Feedback responsiveness<br />Rule creation and enforcement by members<br />Maintenance of norms within the group<br />Create many ways in which members can connect – multiple platforms for expression<br />
  11. 11. Integration & Fulfillment of Needs<br />Feeling of being supported by others<br />Rewards for being a member<br />Status, expertise, in-member knowledge (including: tricks, traditions and rituals), advice, competition, <br />Value and discounts <br />Shared values<br />Feelings of competence within a group<br />
  12. 12. Shared Emotional Connection<br />Relationships, shared history & experience<br />High quality, frequent interaction<br />Support and comfort<br />Friendship<br />Personal investment of time and resources <br />Should include offline interaction<br />
  13. 13. Facilitate Community Creation & Development<br />Identify your reward<br />Get in the trenches<br />Work with others<br />Develop the communication / social platform(s)<br />Provide content and value<br />
  14. 14. Identify Your Reward<br />Ask yourself: <br />Why am I doing this?<br />What will I gain from this?<br />How much time and effort am I willing to invest to obtain my reward?<br />
  15. 15. Get in the Trenches<br />Explore the environment<br />Document existing tools and networks<br />Find out who is your competition<br />Discover collaborative partners<br />You may not have to (or want to) recreate the wheel<br />
  16. 16. Work With Others<br />Who should you collaborate with?<br />Who: Hyper-local business referral network<br />Why: Synergy<br />Why: Increase your personal exposure by tapping into others’ sphere of influence<br /><ul><li>Who: Restaurants and businesses that serve the community</li></ul>Why: Provide value and discounts to the community<br />Who: Other bloggers in the community<br />Why: Synergy<br />Why: Increase your personal exposure by tapping into others’ sphere of influence<br /><br /><br />
  17. 17. Work With Others<br />Referral partner examples<br />Service Professionals<br />Accountants<br />Attorneys<br />Financial Planners<br />Insurance Agents<br />Small Business Owners<br />Day Care Providers<br />
  18. 18. Develop Community Infrastructure<br />Types of Community:<br />Light commitment <br />email list, newsletter, “like”, digg, etc.<br />Medium engagement <br />email responses, fanpage, Flickr, Twitter<br />Heavy collaboration <br />attend meetings and events, offer advice and service, comment on and contribute to blogs, social network administrative participation<br />Community development<br />You, Referral Network Organizer, Event planning, HOA, PTA<br />
  19. 19. Develop Social Platforms<br />Blogs and RSS<br />Yahoo! Groups – online discussion board that is a hybrid between an electronic mailing list and a threaded Internet forum<br />Facebook<br />Twitter<br />LinkedIn<br />Flickr<br />YouTube<br />Foursquare<br />Yelp<br />Podcasts<br />Collaborate with and promote local venues <br />Participation in Community Events<br />Host monthly offline networking meetings<br />
  20. 20. Provide Content and Value<br />Reward Community Members<br />Events<br />Value<br />Discounts<br />Status (VIP)<br />In-member knowledge (including: tricks, traditions and rituals)<br />
  21. 21. Examples <br />Cortina Yahoo! Group<br />RETT<br />!/RealEstateTechTank?v=info<br />EVFN<br /><br />WHFO FFL<br />!/home.php?sk=group_116599538405526&ap=1<br />