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SOCIAL MEDIA & ENGAGEMENT: STRATEGIES AND CASE STUDIES 101
October 26, 2011
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
Is CRE Social?
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!
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
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
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
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
ROI: Sales and Beyond # of Followers/Fans Web traffic Sales Engagement and
participation Track with Tools
Google Analytics TweetDeck Facebook Insights
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