Real Estate and social mediaby Apollo Singh

1.6+ Lacs users in Nov 2012Pinterest is the 29th most popular site in

India7.2% of Pinterest users come from India

and they generate 6.6% of the page views

Digital Stats in India – Nov 2012

100+ million internet users in India and counting 67% of Indians who are on the web use online reviews to help them

make purchases60% Indians who are social media users are open to being

approached by brandsHaving social media presence connotes ‘innovations’, ‘customer

friendliness’, and ‘sense of cool’1/4th of Indians were able to recall brands using social media

Video sharing sites are accessed by more than 70% users

Source: Ethinos Digital Marketing

Real Estate Industry + Social Media use

Source: Mashable

Real Estate Industry + Social Media use

Source: Mashable

According to National Association of REALTORs 94% of home buyers start their search online

Buyers eliminate home because of no or poor online presence

Why video

Source: Mashable

The Real Estate Industry has larger presence on Facebook and YouTube in comparison with other small businesses

Most of them are catching up on Twitter

Real Estate Industry + Social Media use

Real Estate Industry + Social Media use

45% people viewed video walk through, followed by 29% who either located or connected with real estate agent and 21% visited/viewed the project site

32% of buyers found the home they purchased through online

Indian Real Estate Brands on Digital Media

Tata housing Development Company LimitedPurvankaraSobha DevelopersPrestige Group

Digital Presence Mapping

Facebook Twitter LinkedIn YouTube Google Plus Blog Flickr Wikipedia

Tata Housing

Purvankara

Sobha Developers

Prestige Group

Digital Metrics

Facebook Twitter LinkedIn YouTube Google Plus Flickr

Tata Housing 68k+ fans

567 followers

1,733 followers

1.7 lacviews

21 circles 61 pics

Purvankara 1k+ fans 69 followers

N/A 303 views

N/A 190 pics

Sobha Developers

9k+ fans 526 followers

354 followers

11k+ views

109 circles N/A

Prestige Group

2.8K+ fans

140 followers

458 followers

97k+ views

N/A N/A

Project details/promotionsIndustry news Vastu/feng shui tips

Content type:

Project walkthrough Homecare tipsArchitecture/design picsTopical topics

Dedicated “customer support” tab on Facebook page“Ask the expert tab” on home buying tips, home care and maintenance etc

"When we see negative conversations, we try build on them and put the right perspective forward, reason it out. If there has been a project delay, we tell them the ground reality about why it happened," says Rajeeb Kumar Dash, head of marketing services at Tata Housing.

Tata housing on handling negative commentsPoor quality

Project delay

Project delay

Flickr page showcases projects pics, designs, interiors, architecture etc

Twitter page for one on one interaction on real time

Videos on CSR initiatives on YoutubeProject walkthrough, new launches, etc

Project Launch details Topical topics Virtual project walkthrough

Content type:

Green livingCSR InitiativesAwards and recognitionMedia coverage images/news

Business queries

Job queries

Job queries

Sobha developers interactions on Facebook

Dedicated Customer Support/query tabCSR initiative tab on Facebook to publish

different CSR stories “Customer testimonials tab” on Facebook

Property virtual tour on YouTube Electronic media coverage videos CSR documentary videos, corporate film

Regular tweets500+ followersGeneral tweets on real estate

investment, home buyers tips, industry trends etc

"Many of the comments online stem from miscommunication, which needs to be sorted out. What is also important is to set expectations of a customer right," says Jack Bastian Nazareth, COO of Purvankara Projects, who sees online reputation management as an extension of customer relationship management.

“We have found that a majority of concerns expressed online are due to misinformation or a lack of information and we are able to address these satisfactorily at an individual level through direct engagement," says R Karthik, chief marketing officer, Lodha group.

“Consumers in India are very forgiving. They are fine if their voice is heard and responded to. A solution may take time, but being heard takes care of most of the problems," says Hareesh Tibrewala, joint chief executive officer of Social Wavelength.

Social Media Listening

Project delay

Poor quality

Misinformation

Listen to online conversationsIdentify the topics and the densityCreate a response mechanism

Business queries

Job queries

Don’t delete negative comments & don’t delay in respondingRespond to each query through one on one interaction Publicize another options for customers to talk to you (a dedicated customer

service tab)

“Use Pinterest for inspiration and of course referral traffic”

Unique homesArea lifestylesGardens, home décor, home

staging ideasShare images of cool things people

have done with their homes — great landscaping, a particularly nice kitchen, etc

Share images of your listings – create board for e.g. ‘homes in south Bangalore”

Facebook messagesTweetsCampaigns/contestBlog topics & postLinkedIn topicsPinterest picsRe-pin

Fortnightly plan

Approval Execution

Thank You