Pull marketing - Community Engagement leveraging Twitter

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Innovative Community Engagement Strategies

Patrick KitanoManaging PrincipalDomus Consulting Group

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AGENDA

1. Community engagement basics2. Marketing basics3. Integrating community

engagement and marketing4. Tactics: How to create a

Community Media Presence5. Be the Media!

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Community Engagement Basics

1.Make people happy

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Community Engagement Basics

1.Make people happy2.Always be useful

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Community Engagement Basics

1.Make people happy2.Always be useful 3.Always be there

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Marketing Basics 1.Spend your time wisely

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Marketing Basics 1.Spend your time wisely

2.Let others market you

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Marketing Basics 1.Spend your time wisely

2.Let others market you 3.Automate / syndicate /

amplify / scale

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So, how do I engage my community while optimizing my marketing opportunities?

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Make people happy

Show loveComment

Like

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Make people happy

Show recognition

Recognize your community by adding them to Twitter Lists

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Make people happy

Show respect

Retweet

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Social networks Blogging

The “Social Media” is MediaAlways

be useful

Broadcast your expertise like media would

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Always be useful

Provide services to your community

Create local media sites and curate your

community

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Always be useful

Teach your community how to use social media for their businesses

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Always be there

Everybody wants it now

The Social Media has spawned the

real time web

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Always be there

If you’re there, you are branding yourself

The Social Media brands you just like

advertising does

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Now to Marketing

Leverage the social media for business development

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Fundamental distinction

On the social media, you are no longer “marketing” yourself. You are engaging with your community.

For the remainder of this presentation, we will not use the word

“marketing”

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Spend your time efficiently

Some networks cast a wider community net than others

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Most social networks are closed…

friends need to “confirm” they are friends

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Twitter is an open network…

Anybody can “follow” anybody

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Community engagement is faster in open networks

Facebook & LinkedIn are more

“intimate”

But Twitter builds community

networks quicker

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Communication is different on each network

Personality rules on Facebook

It’s like a barber shop

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Twitter is more like mass media

With Twitter, you can be personable like on Facebook PLUS broadcast how you serve your community

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Tactics:

How to create a Community Media Presence

Be the Media!

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Problem

“Following” your community as a REALTOR is seen as just another lead generation ploy

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Promote your Community

Curating and showcasing your community and its businesses is a community service

Garner appreciation from your community’s

business leaders

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Automate community service

Curating systems can be built in less than 8 hours

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Automation is key to branding

Curating systems can be built in less than 8 hours & require no maintenance because they ALWAYS broadcast in real time

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Local news attracts community traffic

No other site chronicles local news in real time

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Local news attracts community traffic

A2Breaking News averages 200 clickthroughs per day with 179 followers

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Community news is viral

Your “brand” is amplified because the community listens to your feeds

Continuous 24-by-7

exposure

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Breaking News Network

Most Innovative Media 2009

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Train your community

Provide a social media training platform to your civic associations so their members can participate

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Brokerages and Associations

Provide your community with local breaking news on its housing markets

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Community engagement is more powerful than “marketing” because it positions you at the hub of your society and attracts people to you

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Thank you

Patrick KitanoManaging Principalpat@domusconsultinggroup.com(415) 573-2481