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What if Social Media Dramatically Changes Everything…Today?
“How Social Media Impacts CBRE"
Wednesday, October 14, 2009
by
Stephen Nold President
Advon Technologies
Prepared ForCBRE Fall Manhattan Sales Meeting
Experimenting
Social Media
An umbrella term
Media tools designed for social interaction, created using highly accessible and scalable publishing techniques
Transforms one to many broadcasts into many to many conversations
Changes people from content consumers into content producers
Is a shiny new toy
It is zillions of conversations that people are having…online…24/7…right now!
A single solution
The message or content
A media
Inbound marketing
Really that new anymore
Social Media is NOT
Three Parts
Content/Conversation
Media/Tools Communities
I
CBRE
think is listen- Great!
But, are Yes -
they
ing?
Comprehensive Marketing Mix
Traditional Marketing + New Media Marketing
Sir Martin Sorrell• WSJ: WPP Chief
Tempers Hopes for Ad Upturn Sept. 22, 2009
• WPP PLC, world's largest communications company
• Profit for the first half of 2009 plunge by almost 50%
• “We describe the recession as L-shaped, which implies that it will never go back to where it was before...I doubt free-to-air television or, in particular, newspapers and magazines, will ever be the same again.”
What Would You Do If?
…most people started using social media?
…Social Media was used more than email?
…commercial brokers were already seeing success with Social Media?
…most people started using social media?3 out of 4 Americans use social technologyForrester: Growth of Social Technology, 2008
2/3 of the Global Internet population visits social networksNielson: Global Faces and Networked Places, 2009
…Social Media was used more than email?Social Media is the #1 activity on the WebHuffington Post: Social Networking Sites Overtake Porn As Internet's #1 Search, 10/2008
…commercial brokers were already seeing success with Social Media?
Ben Friedland• Mr. CBRE Social Media• Use social networking successfully
– Connected with law firm– 8 years ago: LinkedIn friend introduction– Warm referral: met principal– Advocate of LinkedIn as part of canvassing– Always looking for new tools– Started LinkedIn = 8 years ago, Facebook 2
years ago – 30% of day looking for new business
• 75% is through social media
What IF?
…Social Media was creating a great marketing shift
…becoming the most successful way to promote your business
…dramatically changing the way commercial brokers get business?
CBRE Social Media EfficiencyLinkedIn GroupMembers: 1,282
In 7 days:25 new members4 new discussions100 new news articles
Twitter Followers404 Followers
Facebook Page556 fans
LinkedIn Groups• Finance Club
39,590 Financial services members
• e-LEGAL11,192 Legal services members
• Society for Marketing Professional Services
1,513 Professional Services members
• Media Professionals Worldwide54,949 Media members
Competitors
Success Stories
National Association of Broadcasters: 1,500 Registrations – top performing strategy First-time attendees
Dell Computers: 1 million followers on twitter $3 million in revenue
MTO Summit: 8% of audience Twitter Recruitment
Walt Disney: 65,000 Happy Birthdays Twitter Recruitment
Digital Thought: 20% of revenue LinkedIn Recruitment of Suppliers and Attendees
Secret Sauce
Social MediaSauce
XXX Fire Hot XXX
1. Have a plan2. Find where your customers are3. Ask others what has worked for them4. Participate in a community5. Offer relevant and interesting content6. Build relationships7. Leverage the tools
6 Steps To Start
Valuable
Transforming
Can be monetizedHype and myths
Still trying to figure out how to adopt…still in the Wild, Wild west stage…today…but not tomorrow
No perfect answer
Conclusions5 Real Things About Social Media
Copy of this presentation at www.slideshare.com: Search Stephen Nold
LinkedIn: http://www.linkedin.com/in/stephennold Twitter: @stepnoldFacebook: http://www.facebook.com/stephen.nold
Webinars MTO Tech Educational Webinar series:
www.mtosummit.com/webinar
Blogs Tradeshow Week, Event Tech
www.tradeshowweek.com/blog/stephennold Socialnomics – Social Media Blog Chris Brogan
Resources
Events MTO Summit San Francisco, October 21-22 IAEE Expo Expo in Atlanta, December 9-11
Books Socialnomics Trust Agents
CBRE TriState Today
Resources
Social Media SongI’ve Been Everywhere Man
I was totin' my pack along the social media track,When ‘long came an email without any fact.“If you’re gonna be social, connect here Mack.”And so I linked to this group to see what it lacked.They asked if I was trusted and started to probe.And I said, "Listen, I've traveled every community on this here globe!”
I've been everywhere, man.I've been everywhere, man.Crossed the internet bare, man.Breathed the media air, man.Social media - got my share, man.I've been everywhere.
I've been to:Facebook, Myspace, LinkedIn, TwitterYouTube, Reddit, Blinklist, Flickr,Del.icio.us, Mashable, Dzone, Care2, Buzznet, Lipstick, Backflip, ClipclipFaces, Activerain, Slashdot, SacredHeartGather, Linkroll, Dealigg, now let’s start!
I've been everywhere, man.I've been everywhere, man.Crossed the internet bare, man.Breathed media air, man.Social media - got my share, man.I've been everywhere.