Measuring Social Media for Real Estate

www.6smarketing.comDecember 1, 2009

Measuring ROI for Social Media and Online Marketing for Real Estate

www.6smarketing.com

About Me

• President, 6S Marketing• Founded 6S in 2001,

24 employees• Expert in SEO, SEM, Social Media• Worked With 400+ Clients• Speak, Sponsor & Attend Industry

Events Across North America • Helped launch the first city

crowdsourcing experiment with Foursquare in Vancouver

Chris Breikss

www.6smarketing.com

Social Media

• Succeeded in maximizing search results for SEO & SEM, now what?

• We’re trying Twitter and Facebook but are we getting R.O.I.?

• We’re not really using YouTube or Flickr… yet

• We’re not engaging in conversations with our target audience

Challenges

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Social Media Winners

• 600+ Fans on Facebook

• 1300 Followers on Twitter

• On YouTube, Flickr, LinkedIn

• Not just participating, but leading the conversation

Polygon Homes

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Twitter

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Twitter

• Number of @ replies

• Re-tweets

• # of followers

• Traffic to your website (conversions, sales, leads)

• Links back to your website (good for SEO!)

Measurement

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Twitter

• Are you engaging in conversation?

• Are you a me me?

• Are you measuring your Twitter traffic?

• What’s your conversion rate from Twitter?

R U Interesting?

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Measuring Twitter

• Hootsuite

• Radian6

• Bit.ly URL shortener

• Popularity: Klout, Twitalyzer, TwitterGrader

Tools

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Measuring Twitter

Photo from Jeff Pulver's 140 Characters Conference on Twitter (140conf) - June 2009(cc) David Berkowitz www.marketersstudio.com

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Measuring Twitter

• Schedule Tweets

• Better than Tweetdeck (IMHO)

• Stats

• Quick, dirty, easy, simple

• Vancouver company

Hootsuite

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Hootsuite

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Measuring Twitter

• URL shortener

• Ties into Twitter API

• No Frame, 301 redirect

• Stats

Bit.Ly

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Bit.Ly

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Social Media Measurement

• Link social media efforts w/ Google Analytics

• Track social media traffic as campaigns

• Identify which Tweets are driving…

• Conversions, traffic, business

Google URL Builder

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Google URL Builder

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Radian6

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Social Media Measurement

• $600-$1500 per month (approx.)

• Metrics like sentiment, engagement, reach, inbound links, vote count or comment count

• Social CRM and analytics integration

• Canadian owned and operated (for now)

Radian6

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Opus Hotel Facebook

• Succeeded in maximizing search results for SEO & SEM, now what?

• Elixir Restaurant & Opus Bar had good reviews but needed in increase restaurant/bar reservations

• Not effectively utilizing popular online communications tools

• Not engaging in conversations with their target audience

Challenge

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Opus Hotel Facebook

• Facebook was an obvious first choice; now with over 300 million users in 170 countries

• Set-Up a Facebook Business Page incorporating FBML, music, videos, and consulting on writing posts, how to build fan base and best practices on updating and maintaining the page to ensure long term results

• Facebook Ads were also created to promote events, hotel promotions to specific target markets; such as Valentine Day party advertisements which targeted, 20-40 yrs old, single, and live in Vancouver.

Solution

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Opus Hotel Facebook

• 2500 Facebook Fans in a little over 1 year

• Facebook Page receives 150-400 pageviews per week

• Facebook event invites generate results, and business

Results

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Opus Hotel FacebookWhat they did next: Photo Contest

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Facebook Sleep Where the Stars Sleep Contest

• Promote Opus Hotel being the official hotel sponsor for the MMVAs

Challenge

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Facebook Sleep Where the Stars Sleep Contest

• Photo contest of you in your "red carpet ready" pose

Solution

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Facebook Sleep Where the Stars Sleep Contest

• Fan interactions from June 22 to July 24, 2009• 41 photos uploaded with a minimum of 8,200

impressions • 275 likes added to the photos with a minimum of

55,000 impressions• 337 comments were posted on the photos with a

minimum of 67,400 impressions• 5,709 page views, a 93% month over month increase

in total page views• An increase of 159 fans, this represents a 156%

month over month average increase in fans

Results

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Facebook Sleep Where the Stars Sleep Contest

Supported by Twitter

For every individual interaction made by a fan on the Opus Hotel Facebook page, on average

an additional 200 people received an impression related to the Opus profile through

Facebook feed distribution

• Minimum of 10,000 impressions• 50+ Tweets about the contest• 643 clicks on links to the contest

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Thank You

Chris Breiksschris@6Smarketing.com

@chrisbreikss @6S_Marketing