This document discusses using social media for commercial real estate professionals. It emphasizes that social media should be used to build personal brands, retain clients, generate leads, and provide customer service. The goals are to differentiate yourself and have conversations that establish you as an expert. People trust word-of-mouth recommendations over traditional advertising. Social media allows information to spread quickly and can be leveraged to develop networks of brand evangelists. However, social media is for communication, not direct selling; it should complement and lead into traditional sales processes. Success requires being consistent and patient as momentum builds over time.

1. Social Media series Coy Davidson Colliers International April 30, 2010

2. SOCIAL MEDIA CRE Social Networking for the Commercial Real Estate Professional

3. Social Media Marketing Goals Personal Branding Client Retention and Management Lead Generation & Business Development Customer Service Differentiate yourself from the competition Social Media CRE

4. What is a Brand? Your Brandis what your customer says it is Your Personal Brand is what your customer says it is ..... the conversation is happening, with or without you ..... people are talking about you, some good, some bad, some indifferent …. but if they don’t know who you are …. they are not talking about you at all! Social Media CRE

5. 14% 76% Trust a word of mouth recommendation Trust traditional advertising Social Media CRE

6. Today, the speed of word of mouth is only limited by how fast people can type Social Media CRE

7. Social Media Toolbox Social Media CRE

8. The Tools Social Media CRE

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17. Hub and Spoke Model Social Media CRE

18. Content Marketing Communicate with clients and prospects without selling Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty. The first rule of content marketing is to understand that your customers only care about themselves. If we aren't communicating valuable, compelling information to our customers on a consistent basis, how can they ever see us as industry experts? If the majority of our content is focused on our products and services, how are we solving the everyday pain points of our customers? Social Media CRE

19. Content Marketing Social Media CRE

20. Social Media CRE Social Media is not the Cash Register

21. Social Media CRE Social Media is not the Cash Register CRE decisions take a long time and are often made by committee and logic rather than individuals and impulse What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully new business You don’t sell stuff on Social Media sites. You gave people access to you and your expertise, and pay attention to when the time might be right to talk business That’s the principle here, Social media isn’t the cash register. It’s communication tools that help form the foundation for healthy business relationships that eventually lead to a sale or new assignment

22. People do not go to Social Media Sites to look for real estate on-line They go here … and maybe your company website Social Media CRE

23. Connect with people on-line Get the meeting (formal or informal) Initiate and develop the business / personal relationship Move them into your sales funnel and start your normal sales process Social Media CRE

25. Not Everyone is a Prospect At the end of the day what you after with Social Media is not only new clients But to also build and expand a network of connections who willingly market your personal brand for you! Word of Mouth Marketing Social Media CRE

26. Develop an Army of Brand Evangelist Social Media CRE

27. Social Media CRE … and they will promote and recommend you

28. Social Media CRE Don’t get discouraged, it will start slow Be patient and consistent and the momentum will build

29. Social Media CRE Summary Social Networking is networking just like you have always done it, only it is on-line and you are leveraging the awesome reach and speed of the internet. It is not a stand-alone strategy, it should compliment what you are already doing You will get out of it what you put into it, Get out There! Focus on the relationships not the transactions Be Likeable Give-Give-Give-Get: Give first and people will reciprocate Social Media Marketing is a marathon not a sprint, be patient the success won’t come overnight. Leverage social networking into traditional networking Be a connector Don’t sell and advertise, initiate and nurture business relationships And finally have fun with it and make some friends

30. Coy Davidson Senior Vice President COLLIERS INTERNATIONAL Houston Office Direct: 713.830.2128 coy.davidson@colliers.com Social Media CRE