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SOCIAL MEDIA & ENGAGEMENT: STRATEGIES AND CASE STUDIES 101 October 26, 2011

Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

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Page 1: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

SOCIAL MEDIA & ENGAGEMENT: STRATEGIES AND CASE STUDIES 101

October 26, 2011

Page 2: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611
Page 3: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

Co-Founder of Maven, a full service, strategic communications agency located in Philadelphia

Specialized expertise in professional service, commercial and residential real estate communications @rebeccadevine LinkedIn: www.linkedin.com/rebeccadevine Website: www.mavenagency.com

Rebecca Devine, PrincipalMaven Communications

Page 4: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

Is CRE Social?

Page 5: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

What are the benefits of Social Media for CRE?

Grow brand awareness Recruitment Thought leadership Increase web traffic Conversions and sales Promote products or services Create advocates Industry Research Customer loyalty People prefer doing business with those they know!

Page 6: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

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, promotions and discounts; create an online identity for your brand.

Human Resources: Prescreen candidates on LinkedIn; foster better internal communications through private communities

Market Research: "Listen" and gain insight into trends , public opinion & opportunities

Customer Service: Answer questions, solve problems, take the conversation offline

Page 7: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

CRE Social Media Tools Network and recruit with company profiles, groups, answers

Create communities and advocates with company pages, fan pages, groups, widgets

Research, promotions, customer service, drive web traffic

Video marketing, event marketing, fundraising opportunities, product demonstrations

Thought Leadership and expert positioning, connect with customers, generate media interest

Location based marketing, deals and promotions

Page 8: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

Set clear, measurable objectives. Is your objective to: Increase awareness? Drive traffic to the website? Promote a specific product, property or event? Increase support or sales?

Target your audience: who, what, where? Listen to the conversation

Follow on Twitter (use hash tags) Google Alerts Blogs

Set Guidelines

Developing your strategy

Phase I

Page 9: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

Choose your tools – LinkedIn, Facebook, Twitter? Allocate appropriate resources Create content worth talking about Link blogs and other social media accounts to your

website to ensure seamless integration Measure results, adjust

Developing your strategy

Phase II

Page 10: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

ROI: Sales and Beyond # of Followers/Fans Web traffic Sales Engagement and

participation Track with Tools

Google Analytics TweetDeck Facebook Insights

Page 11: Social Media and Engagement: Strategies and Case Studies 101 - ULI Fall Meeting 102611

Transparency & authenticity Develop relationships & encourage the conversations Try to add value to your industry and community Connect with the influencers / help them find you Set measurable objectives For maximum ROI: “Build communities” instead of

“doing communications”

Tips for Social Media Success