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Connect with Social Media

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Connect with Social Media

When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.

When I was a consultant for Plug Media Group, I spoke to a real estate investment group and gave this presentation that Jeff Dietrich and I developed.
While it\'s somewhat dated, many of the concepts still stand up, such as having a conversation using social media.


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Connect with Social Media

  1. 1. Connect With Social Media Harnessing Social Networks To Reach Your Market Mark Evangelista and Jeff Dietrich March 27, 2010
  2. 2. <ul><li>Intro </li></ul><ul><li>Who we are </li></ul>
  3. 3. <ul><li>Agenda </li></ul><ul><li>Who we are </li></ul><ul><li>What is social media and why is it important to my business </li></ul><ul><li>Why I need to get involved </li></ul><ul><li>Profiles in B2C, B2B, real estate </li></ul><ul><li>Questions and answers </li></ul>
  4. 4. <ul><li>What is social media / social networking? </li></ul><ul><li>The fastest-growing way people and businesses interact and communicate </li></ul><ul><li>A social networking site allows businesses to identify people and connect with contacts (prospects, clients, friends, etc..) </li></ul><ul><li>People have always social networked, but the Internet has opened new ways of doing so globally </li></ul><ul><li>When done correctly, social networking builds upon and improves business practices and fosters loyalty </li></ul>
  5. 5. Instead of just a sign …
  6. 6. … have a conversation
  7. 7. <ul><li>It is about dialogue … </li></ul><ul><li>Your brand is who / what your customers say it is. What are they saying? Who is saying it? </li></ul><ul><li>Ability to engage in 1-to-1 conversations and direct channels of communication more immediately and more appropriately (customer support forums, blog article, a product fact sheet, a user forum or specific URL) </li></ul><ul><li>Manage multiple conversations with individuals or groups (1-to-many) </li></ul>
  8. 8. <ul><li>… followed by action </li></ul><ul><li>Beyond marketing and communications, business best practices and processes are developed here as well </li></ul><ul><li>Revenue, business continuity, market share all depend on your ability to communicate with your customers and to respond appropriately </li></ul><ul><li>Businesses must engage – and participate in the dialogue – if they want to develop brand ambassadors </li></ul>
  9. 9. Where is it headed?
  10. 10. 3 out of 4 Americans use social technology Source: Forrester, The Growth of Social Technology Adoption 2009
  11. 11. 37% of adult internet users use social networking sites monthly Source: eMarketer Social Networking Report, 2007
  12. 12. 2/3 of the global Internet population visit social networks Source: Nielsen, Global Faces & Networked Places, 2009
  13. 13. 1382%* * Monthly growth rate of Twitter from January to February last year
  14. 14. Even Congress tweets.
  15. 15. 5,000,000,000 * Number of minutes spent on Facebook each day
  16. 16. 1,000,000,000 * The amount of content (web links, news stories, blog posts, notes, photos, etc...) shared on Facebook each week
  17. 17. <ul><li>Why utilize social networks? </li></ul><ul><li>Find new prospects, resources </li></ul><ul><li>Strengthen relationships with current or past clients </li></ul><ul><li>Gain referrals (top of mind) </li></ul><ul><li>Build reputation as expert, trusted advisor </li></ul><ul><li>Network with out-of-town / out-of-state brokers and agents or other aligned professionals </li></ul>
  18. 18. Before you jump in...
  19. 19. <ul><li>Getting started </li></ul><ul><li>Listen to the conversation, observe. Engage and participate appropriately. </li></ul><ul><li>Analyze costs/benefits of building community or tapping into existing ones </li></ul><ul><li>Be transparent to earn trust and win customers </li></ul>
  20. 20. <ul><li>What do you want it to do? </li></ul><ul><li>Begin by explaining, in clear business terms, what you hope </li></ul><ul><li>to accomplish by introducing social media into your communications mix. </li></ul><ul><li>Social media has multiple purposes throughout an organization; stay focused on the bigger picture. </li></ul>
  21. 21. B2B and social media In 2007, 15 percent of B2B marketers said they used social media. Today, that number has nearly quadrupled as 57 percent of B2B marketers are currently using some form of social media to connect to customers, create leads and tap into new sources of innovation. Source: Ogilvy PR Worldwide
  22. 22. <ul><li>B2B and social media </li></ul><ul><li>Facebook was the most popular social networking site for business owners; with 83% of B2C organizations maintaining one or more profiles (45% do so on Twitter) </li></ul><ul><li>Business-to-business (B2B) companies, on the other hand, have profiles on both sites in more or less equal proportion — 77% on Facebook and 73% on Twitter. </li></ul><ul><li>Participants using social media in their day-to-day jobs visit company or brand profiles 62% of the time and 55% of them search for business info on the social sites . </li></ul><ul><li>Source: Web Site Magazine, Feb. 2010 issue, p. 14. </li></ul>
  23. 23. CRE and social media
  24. 24. CRE and social media Weingarten Realty Investors Announces Virtual Partner Network   HOUSTON--(BUSINESS WIRE)-- Weingarten Realty Investors (NYSE:WRI) announced today the release of its new social media program called Virtual Partner Network (&quot;VPN&quot;). The Virtual Partner Network is a cost-effective marketing method by which business opportunities are created through networks of like-minded business people. The VPN program will be used by Weingarten to push real-time information to brokers, retailers, analysts, investors and consumers via Twitter, Facebook and LinkedIn .
  25. 25. “ There is still a perception that much of social media is for our teenage kids and singles looking for dating opportunities. However, I see it as an effective tool to keep your network of clients, tenants and investors as well as the real estate community at large more informed, to give their properties more exposure and receive their feedback as to what is relevant to their business.” Coy Davidson, The Tennant Advisor , Sept. 2009
  26. 26. CRE and social media 5. Commercial Real Estate Coy Davidson is a commercial real estate broker who uses social media resources and personal branding strategies for Commercial Real Estate Professionals. He has over 20 years of experience in commercial real estate and he provides a fresh social media approach to marketing your commercial real estate business.
  27. 28. <ul><li>Goals and Objectives </li></ul><ul><li>Raising brand awareness for with online audiences </li></ul><ul><li>Capturing competitive or industry intelligence to improve product and service offerings </li></ul><ul><li>Taking the pulse of your brand across online channels </li></ul><ul><li>Improving customer service with access through new online channels </li></ul><ul><li>Giving the company new platforms for contributing thought leadership </li></ul><ul><li>Recruiting or discovering talent </li></ul>
  28. 29. Tips for successful social marketing: <ul><li>Use as a way to listen to your customers </li></ul><ul><li>Learn what they want, what they are looking for (market intelligence) </li></ul><ul><li>Participate in the online social community, but don’t abuse </li></ul><ul><li>Be vigilant in protecting your reputation </li></ul>
  29. 30. GOOD: Share pre-release news or sneak peaks to select enthusiasts asking them to review or offer feedback BAD: Posting incessant PRs or property listings
  30. 31. Tips for successful social marketing: <ul><li>Build your own “network” of customers and create discussion </li></ul><ul><li>Be their expert … bring value and knowledge </li></ul><ul><li>Get others involved in networking and sharing your expertise </li></ul>
  31. 32. <ul><li>Measure what you do; get familiar with the tools </li></ul><ul><li>Measure what others in your networks are doing </li></ul><ul><li>Connect the dots from network activity and dialogue to sales/revenue (objectives/tracking) </li></ul>Tips for successful social marketing:
  32. 33. * Planning & Measuring Social Media Strategies, Proximity 2009 “ Don’t obsess on using metrics to prove what you do is successful … use metrics to make what you do better.” *
  33. 34. <ul><li>Social networking capitalizes on </li></ul><ul><li>word of mouth marketing </li></ul><ul><li>WOM influences B2B decision-making 84%* </li></ul><ul><li>Trust corporate blogs 24%* </li></ul><ul><li>*Top Five Myths of B2B Word of Mouth, Zuberance, p.2. </li></ul>
  34. 35. SOCIAL MEDIA STRATEGY: Assess your needs, outline opportunities and identify specific actions for long-term social media success. IMPLEMENTATION: Once you know what you want to do with social media, you may discover that you need additional resources and help in executing. (Creating or gathering supporting resources or information such as articles, discussions, video, etc... Ensure the integrity of your brand and compliance with the various mediums. SOFTWARE / TOOLS: There are thousands of social media tools and open source software available. Select the right tools to track performance, opportunities, and management based on your specific requirements, environments, budget, and resources. Ways we can help
  35. 36. BADGE CREATION AND STRATEGY: Give your users something that’s useful or relevant. Use interactive badges to encourage link-building and position your business as an authority in the industry. WIDGET STRATEGY DEVELOPMENT: Examine your Web site and see whether or not you would benefit from an interactive widget campaign. This includes identifying what type of widget may work for your site, its probability for success, and what your competitors are (or are not) doing and how you can better that. Ways we can help
  36. 37. SOCIAL MEDIA AUDIT: Analyze of your site’s presence across various social networks and strategies for how to improve it. Consider niche opportunities and relevant mainstream tactics. COMPETITIVE ANALYSIS: What are your competitors doing with videos, blogs, widgets or community building? Identify tactics so you can start implementing your own program and participate with your industry’s audience. SOCIAL PROFILE CREATION : Identify where you should be participating and where people are talking about you. Create and manage your own profiles to attract visitors, leverage dialogue. Ways we can help
  37. 38. BLOG DESIGN, SETUP, OPTIMIZATION: A blog should be set up to attract readers or create additional search engine benefits. Find and use the best platform for your needs. Optimize it for the best results and make it more accessible to users and search engines. BLOG STRATEGY DEVELOPMENT: Create a blog strategy that positions your corporate or personal brand in the greater blog community. This may include crafting ideas for blog articles, identify who will be writing the posts. Participate in other conversations - comment on other blogs to build awareness. Ways we can help
  38. 39. COMMUNITY BUILDING STRATEGY DEVELOPMENT: Outline which communities are worth monitoring, what the competition is doing and how you can naturally enter these communities and form relationships. Identify the important conversations in your industry and when, how and to whom you will reach out to. COMMUNITY MONITORING: Monitor the communities important to you, track your brand or keywords across those, and proactively respond to both positive and negative mentions. Ways we can help
  39. 40. Enjoy your swim!
  40. 41. Q & A

Hinweis der Redaktion

  • Why its important and what its used for
  • Why its important and what its used for
  • Why its important and what its used for … no different than being in room full of colleagues. 25% of top search results for businesses are what others are saying about them No different than entering a room at a professional networking opportunity, seeing someone you know, recognize or who works at the same company as a buddy’s. Algorithms, databases are crunching, connecting the dots and making those introductions for you.
  • Room analogy; networking with groups.
  • One more tool in the box; your arsenal Example: reputation protection … negative comments impact.
  • Facebook is now larger than Google (more users) YouTube is the second largest engine after Google All of these are user generated content. Google and Facebook are now verbs.
  • More people of this age are using social media; demographic is growing
  • LinkedIn glitch; awoke to a German version.
  • May remove
  • Don’t be concerned that workers are impacting productivity. Think of how you can reach some of these people.
  • It’s big. But don’t get swept away by the hype; with such explosive growth also comes many distractions and wrong avenues that don’t make sense for your business. You need to think strategically.
  • A lot of companies are using social networks to connect with new hires, college grads. Percent of B2B business decisions that are based on referral or word of mouth (get quote/source – Jeff) Illustration? - Jeff
  • Pool image … hand off to Mark. Always be mindful of tone. Maintain a helpful tone and people will respond. Don’t preach. (“papa don’t preach”)
  • Think about your goals, what you want to get out of it … is it to be part of driving traffic to a landing page, pushing content, general brand awareness. What you do with social media should support and advance your marketing plan and your communications plan. Illustration - Jeff
  • For many people, this may be deja vue all over again. Back in the early 90s, people were talking about Web sites but didn’t know what there were. The reticence – and hyperbole – sounds like the dot-com explosion all over again. I went online for the first time in 1993 on AOL because I was so curious. Technology has created a fundamental shift because you don’t have to talk to someone to get their opinion, you can spend time with a friend and not be in the same country.
  • ?
  • Yellow cab image/ follow us on fb Image - jeff
  • Big companies are seeing the value of being in SM. It’s not just B2C.
  • Its not just what you they had for lunch This guy has been in the industry 20 yrs; decided to plunge into sm to increase customers and client base
  • Influential blogger rated Coy #5 in the nation for utilizing social media
  • So it all comes back to defining your goals/objectives … Hash tags, topics, casting your net wide; pulling into your boat
  • Reputation protection; Toyota is tweeting every update with the stuck accelerator issue Links to PR, answering consumer questions Replying within the same medium;
  • More of a resource than a mouthpiece Be sincere and stay above board … (transparency) Walmart example
  • EXPERT … or at the very least, bring value and knowledge to the conversation
  • Talk about metrics; tools Google analytics on facebook Applications that will measure where traffic is coming from and which tweets get the most responses Dell Outlets, Sony VAIO, 1.5 million
  • We already know this works … 1000 % roi story? Social media is about finding your voice in the marketplace and advancing the discussion And getting others to talk about you in a positive way
  • Personal introductions and referrals carry more weight than anything you do with your sales collateral. Avoid corporate drivel. WOM is better than a corporate blog.
  • Your commitment is just as important as the knowledge you have of your business. You should always allocate the resources to ensure success. What you get out of it will be a reflection of what you put in to it. How important is your brand? For you to protect your reputation How important is it for you stay relevant? Gov. space program -
  • Audits – posts in social media are now showing up in Google search results; reviews
  • Summarize, leave with a final thought. It doesn’t have to be hard. No different than walking up to someone in a room and introducing yourself. Get out there and start building relationships. If you’re not participating yet, try it. Sign up and just read a little. Start out with half an hour a week. Seek out professional networks as well