PMG Social Media 03272010

8/3/2019 PMG Social Media 03272010

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Connect With Social

MediaHarnessing Social Networks To

Reach Your Market

Mark Evangelista and Jeff Dietrich


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Intro

Who we are


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Agenda

Who we are

What is social media and why is it important

to my business

Why I need to get involved

Profiles in B2C, B2B, real estate

Questions and answers


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What is social media / social networking? The fastest-growing way people and

businesses interact and communicate

A social networking site allows businessesto identify people and connect with contacts(prospects, clients, friends, etc..)

People have always social networked, butthe Internet has opened new ways of doingso globally

When done correctly, social networking

builds upon and improves businessractices and fosters lo alt


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Instead of just a

sign


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have a

conversation


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It is about dialogue

Your brand is who / what your customers sayit is. What are they saying? Who is saying it?

Ability to engage in 1-to-1 conversations anddirect channels of communication moreimmediately and more appropriately(customer support forums, blog article, a

product fact sheet, a user forum or specificURL)

Manage multiple conversations withindividuals or groups (1-to-many)


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followed by action

Beyond marketing and communications,business best practices and processes are

developed here as well Revenue, business continuity, market share

all depend on your ability to communicatewith your customers and to respond

appropriately

Businesses must engage and participate inthe dialogue if they want to develop brandambassadors


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Where is itheaded?


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3 out of 4Americans use social technology

Source: Forrester, The Growth of Social Technology Adoption 2009


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37% of adult internet

users use socialnetworking sites monthly

Source: eMarketer Social Networking Report, 2007


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2/3 of the global Internet

populationvisit social networks

Source: Nielsen, Global Faces & Networked Places, 2009


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1382%** Monthly growth rate of Twitter from January to

February last year


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Even Congresstweets.


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5,000,000,000* Number of minutes spent on Facebook eachday


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1,000,000,000* The amount of content (web links, newsstories, blog posts, notes, photos, etc...) shared

on Facebook each week


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Why utilize social networks? Find new prospects, resources

Strengthen relationships with current or

past clients

Gain referrals (top of mind)

Build reputation as expert, trustedadvisor

Network with out-of-town / out-of-statebrokers and agents or other alignedprofessionals


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Before you jumpin...


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Getting started

Listen to the conversation, observe.Engage and participate appropriately.

Analyze costs/benefits of buildingcommunity or tapping into existing ones

Be transparent to earn trust and wincustomers


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What do you want it to do?

Begin by explaining, in clear business

terms, what you hopeto accomplish by introducing socialmedia into your communications mix.

Social media has multiple purposesthroughout an organization; stay focusedon the bigger picture.


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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


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B2B and social media

Facebook was the most popular socialnetworking site for business owners; with83% of B2C organizations maintaining one ormore profiles (45% do so on Twitter)

Business-to-business (B2B) companies, onthe other hand, have profiles on both sites inmore or less equal proportion 77% on

Facebook and 73% on Twitter.

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.


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CRE and social media


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Weingarten Realty Investors AnnouncesVirtual Partner Network

HOUSTON--(BUSINESSWIRE)-- Weingarten RealtyInvestors (NYSE:WRI) announced today the releaseof its new social media program called VirtualPartner Network ("VPN").

The Virtual Partner Network is a cost-effectivemarketing method by which business opportunitiesare created through networks of like-mindedbusiness people. The VPN program will be used byWeingarten to push real-time information to brokers,retailers, analysts, investors and consumers via

Twitter, Facebook and LinkedIn.


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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 tokeep 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 receivetheir feedback as to what is relevant to

their business.

Co Davidson The Tennant Advisor Se t. 2009


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5. Commercial Real Estate

Coy Davidson is a commercial real estate broker who

usessocial media resources and personal branding

strategies for

Commercial Real Estate Professionals. He has over 20

yearsof experience in commercial real estate and he

provides a

fresh social media approach to marketing your

commercial

real estate business.


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Goals and Objectives

Raising brand awareness for with onlineaudiences

Capturing competitive or industry intelligence

to improve product and service offerings

Taking the pulse of your brand across onlinechannels

Improving customer service with accessthrough new online channels

Giving the company new platforms forcontributing thought leadership


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Tips for successful social marketing:

Use as a way to listen to your customers

Learn what they want, what they are lookingfor (market intelligence)

Participate in the online social community,but dont abuse

Be vigilant in protecting your reputation


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GOOD: Share pre-releasenews or sneak peaks to selectenthusiasts asking them toreview or offer feedback

BAD: Postingincessant PRs orproperty listings


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Build your own network of customers

and create discussion

Be their expert bring value andknowledge

Get others involved in networking andsharing your expertise


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Measure what you do; get familiar with

the tools

Measure what others in your networksare doing

Connect the dots from network activityand dialogue to sales/revenue(objectives/tracking)



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* Planning & Measuring Social Media Strategies, Proximity 2009

Dont obsess on using metrics to prove what

you do is successful use metrics to makewhat you do better. *


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Social networking capitalizes onword of mouth marketing

WOM influences B2B decision-making84%*

Trust corporate blogs 24%*

*Top Five Myths of B2B Word of Mouth, Zuberance, p.2.


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SOCIAL MEDIA STRATEGY: Assess your needs,outline opportunities and identify specific actionsfor long-term social media success.

IMP

LEMENT

ATION: Once you know what you wantto do with social media, you may discover that you

need additional resources and help in executing.(Creating or gathering supporting resources orinformation such as articles, discussions, video,etc... Ensure the integrity of your brand and

compliance with the various mediums.

SOFTWARE / TOOLS: There are thousands of socialmedia tools and open source software available.Select the right tools to track performance,

opportunities, and management based on yours ecific re uirements environments bud et and

Ways we can help


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BADGE CREATION AND STRATEGY: Give yourusers something thats useful or relevant. Useinteractive badges to encourage link-building and

position your business as an authority in theindustry.

WIDGET STRATEGY DEVELOPMENT: ExamineyourWeb site and see whether or not you wouldbenefit from an interactive widget campaign. This

includes identifying what type of widget may workfor your site, its probability for success, and whatyour competitors are (or are not) doing and howyou can better that.

Ways we can help


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SOCIAL MEDIAAUDIT: Analyze of your sitespresence across various social networks andstrategies for how to improve it. Consider nicheopportunities and relevant mainstream tactics.

COMPETITIVE ANALYSIS: What are yourcompetitors doing with videos, blogs, widgets orcommunity building? Identify tactics so you canstart implementing your own program andparticipate with your industrys audience.

SOCIAL PROFILE CREATION: Identify where youshould be participating and where people aretalking about you. Create and manage your ownprofiles to attract visitors, leverage dialogue.

Ways we can help


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BLOG DESIGN, SETUP, OPTIMIZATION: A blogshould be set up to attract readers or createadditional search engine benefits. Find and use

the best platform for your needs. Optimize it forthe best results and make it more accessible tousers and search engines.

BLOG STRATEGY DEVELOPMENT: Create a blogstrategy that positions your corporate or personalbrand in the greater blog community. This mayinclude crafting ideas for blog articles, identifywho will be writing the posts. Participate in otherconversations - comment on other blogs to buildawareness.

Ways we can help


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COMMUNITYBUILDING STRATEGYDEVELOPMENT: Outline which communities areworth monitoring, what the competition is doing

and how you can naturally enter thesecommunities and form relationships. Identify theimportant conversations in your industry andwhen, how and to whom you will reach out to.

COMMUNITY MONITORING: Monitor thecommunities important to you, track your brandor keywords across those, and proactivelyrespond to both positive and negative mentions.

Ways we can help


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Enjoy your swim!


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Q & A

Documents

PMG Social Media 03272010