Social Media and Engagement Strategies and Case Studies


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2010 ULI Fall Meeting Presentation
October 13, 2010
10:45 pm to 12:00 pm

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Social Media and Engagement Strategies and Case Studies

  1. 1. Social Media and Engagement: Strategies and Case Studies Wednesday, October 13 10:45 a.m. - 12:00 p.m.
  2. 2. 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.
  3. 3.  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: – Website: Rebecca Devine, Principal Maven Communications
  4. 4. Is CRE Social?
  5. 5. 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!
  6. 6. 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
  7. 7. 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
  8. 8.  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   Google Alerts  Blogs  Set Guidelines Developing your strategy Phase I:
  9. 9.  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
  10. 10. Measuring Success  # of Followers/Fans  Web traffic  Sales  Engagement and participation  Track with Tools  Google Analytics  TweetDeck  Facebook Insights
  11. 11.  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
  12. 12. – @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
  13. 13. 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
  14. 14. Customer Case Study Rajeev Sajja Director, e-Business Social Web:  4000 Sales Associates  65+ Regional Offices  5th largest Home Services Company Getting Your Company Ready
  15. 15. Companies Jump Into Social Image by Roo Reynolds used with Attribution as directed by Creative Commons
  16. 16. Yet Most Companies Fail to Plan Properly Image by divemasterking2000 used with Attribution as directed by Creative Commons
  17. 17. First Things First!
  18. 18. Objectives • What is your one thing? • Passion People • Customer Profile • What is your Social capability? POST: Forrester’s Approach to Social Strategy
  19. 19. 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
  20. 20. Our Social Media Objectives
  21. 21. • Corporate Blog • Thought Leadership • Customer Engagement • Brand Monitoring Our Social Media Objectives
  22. 22. Our Social Media Objectives • Corporate Blog • Social Media Optimization (SMO) • Make it easy for our Listings to travel • Stronger Relationships
  23. 23. • Engagement • New Communication Platforms Our Social Media Objectives
  24. 24. Our Social Media Objectives • Internal Communications • Collaboration • “Inside Out”
  25. 25. Take Social Media Baby Steps Walk Before You Run
  26. 26. Now, go out there and get social