Social Media and Engagement: Strategies

and Case Studies

Wednesday,

October 13

10:45 a.m. - 12:00 p.m.

Social Media For CRE:

ULI Fall Meeting 2010

Social Media and Engagement: Strategies

and Case Studies

Wednesday,

October 13

10:45 a.m. - 12:00 p.m.

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

Big Agency Experience, Entrepreneurial attitude

B-to-B, B-to-C and nonprofit clients

Specialized expertise in legal, commercial and residential real estate communications

– @rebeccadevine

– LinkedIn: www.linkedin.com/rebeccadevine

– Website: www.mavenagency.com

Rebecca Devine, Principal Maven 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 properties or services

Business development

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 via social media promotions and

announcements. Post links to press releases, company news, relevant community

news, speaking events, and sales.

Human Resources: Prescreen candidates on LinkedIn;

foster better internal communications through internal communities

Market Research: "Listen" and gain insight into trends or opportunities

Community Relations: Raise awareness for community relations projects and

corporate giving initiatives

CRE Social Media Tools

Network and recruit with company profiles, groups, answers

Create communities with company fan pages, groups, widgets

Micro blogging with 140 characters or less. In CRE, twitter is most useful as a research tool

Video marketing, event marketing, fundraising opportunities, product demonstrations

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

Internal social network to identify employee issues,

communicate news, build relationships

Set clear, measurable objectives. Is your objective to:

Increase awareness? Drive traffic to the website?

Promote a specific service, property or event?

Target your audience: who, what, where?

Listen to the conversation

Follow on Twitter

Socialmention.com

Google Alerts

Blogs

Set Guidelines

Developing your strategy

Phase I:

Choose your tools – LinkedIn, Facebook, Twitter?

Allocate appropriate resources - Networks need regular maintenance to keep them valuable

Create content worth talking about

Link blogs and other social media accounts to your website to ensure seamless integration

Measure results, adjust

Phase II

Developing your strategy

Measuring Success

# 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

For maximum ROI: “Build communities” instead of “doing communications”

Tips for Social Media Success

– @RetailTraffic

– @CREOPoint

– @ProLogis

– @rsajja

– @urbanophile

Sample Real Estate Social Media Resources

Jones Lang La Salle

Sperry Van Ness

Urban Land Institute

Legacy Place

NAIOP

ICSC

Social Media and Engagement: Strategies

and Case Studies

Wednesday,

October 13

10:45 a.m. - 12:00 p.m.

Rajeev Sajja Prudential Fox & Roach

Twitter: rsajja

Customer Case Study

Rajeev Sajja

Director, e-Business

Social Web: www.card.ly/rsajja

4000 Sales Associates

65+ Regional Offices

5th largest Home Services

Company Getting Your Company Ready

Companies Jump Into Social

Image by Roo Reynolds used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zerega/1366292835

Yet Most Companies

Fail to Plan Properly

Image by divemasterking2000 used with Attribution as directed by Creative Commons http://www.flickr.com/photos/divemasterking2000/3827673841

First Things First!

Objectives

• What is your one thing?

• Passion

People

• Customer Profile • What is your Social

capability?

POST: Forrester’s Approach to Social Strategy

Technology

• Inventory of Tools

• Decide on which Technologies to use

Strategy

• Where do you want to be?

• Begin with the end in mind

POST: Forrester’s Approach to Social Strategy

Our Social Media Objectives

• Corporate Blog

• Thought Leadership

• Customer

Engagement

• Brand Monitoring

Our Social Media Objectives

Our Social Media Objectives

• Corporate Blog

• Social Media

Optimization (SMO)

• Make it easy for our

Listings to travel

• Stronger

Relationships

• Engagement

• New Communication

Platforms

Our Social Media Objectives

Our Social Media Objectives

• Internal

Communications

• Collaboration

• “Inside Out”

Take Social Media Baby Steps

Walk Before You Run

Now, go out there and get social