Real Estate Marketing Summit 2010 - Developing A Digital Strategy - Saul Colt

Rogers Communications Inc. Confidential Information – Not For Redistribution

Saul Colt – Head of Magic Remarkto2010 - November 29th, 2010

Clever Presentation Title!

Creating Your Internet & Digital Marketing Strategy


My name is…..


…and I am the…

Head of Magic at


A little about me

Rogers Communications Inc. Confidential Information – Not For Redistribution 4

….also

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So why am I here today?


To explain where to start to Create Your Internet &

Digital Marketing Strategy…and how to build an online community by treating your followers like a pretty girl.


The Dictionary says….

Community is a social group of any size whose members share a common characteristic or interest and are perceived as distinct in some respect from the larger society


…Ok but why are communities important?

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• Can provide you with input

• Make brands human

• Cheerlead for brands

• Chances are that there is already a community of some kind around whatever it is that you do so why not join the fun!


Chances are that there is already a community of some kind around whatever it is that you do

so why not join the fun!

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Chances are that there is already a community of some kind around whatever it is that you do

so why not join the fun!

• You don’t own your community…your community will form on it’s own out of self interest.

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This is what you look like when you enter your community.

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This all sounds great…but why should we build a community…and where is the digital strategy stuff

you promised?

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In the 50’s people took the time to know their customers!

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“To really know what is going on within your community you have to read the

entire Internet every single day!”

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“To really know what is going on within your community you have to read the

entire Internet every single day!”

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-Saul Colt – November 29, 2010


The Web lets you do that!

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Arguably, the most popular is Facebook.

Facebook pages are a great way to develop a following but please remember that there are 2

Kinds of Facebook pages




…and of course the best way!

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Ummm, so how is this like dating?

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Well for the rest of this presentation think of your product…..



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Well for the rest of this presentation think of your product…..



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….and think of your community as…



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….and think of your community as…


Think about it!

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Life Cycle of Dating:

•  Introduction •  Attraction •  Courting • Dating •  Love


Introduction

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Introductions can come from anywhere

•  Friends/Referrals •  WOM •  Advertising •  Etc •  Etc


Attraction

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No one really knows how attraction works and why some people like one think over

the other..kinda like how there are….


Attraction

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Attraction

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Attraction

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But few people like them both!


Courting/Dating

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Or “doing nice things”


Love

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Love

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Love

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Why do you wanna be here?

• Love spreads fast • People love to be in Love and Love to see people in Love • Love is infectious • People talk about love • People Tweet about love and start conversations


So how do you get here?

• Treat her well and you will be rewarded

• Keep her interested

• Show her you care and show her what you are up to!

• Handsome is not a substitute for personality

• Handsome does not make you popular

• You will have to sometimes deal with jealousy


So in the words of Heavy D

“Now that you’ve found love…what are you gonna do with it?”


Do interesting things!

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Shower your community with Cereal!



Showing Love is more then just a nice dinner!

Given the opportunity I would use customers or “Fans” of whatever your product or service at spokespeople every chance you get.

…OR… in this case.

Krista Neher of Boot Camp Digital isn’t endorsing Thoora so much as we are endorsing her and by us promoting her awesomeness we are doing our part to build the love around our product.

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So as an Entrepreneur when is the best time to…..

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Try Something Unique!


Doing this stuff takes time and effort.

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Doing this stuff takes time and effort.

But isn’t Love worth it?

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….and so is spending time with your community!

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So…in closing.

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So…in closing.

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• Building communities is like making love to customers can never ever ever be a campaign.

• Building communities will deliver incredible ROI but it can’t be tracked the traditional way.

• These initiatives need to be done in-house and can’t be given to an agency.

• Community Building shouldn’t be a jr. role in your company.


Community Management needs to be a Senior Role because…

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• You can teach Social Media to anyone…you cant teach business acumen. • Opportunities will come from engagement and you need someone who can not only recognize these but also prioritize and jump all over them/close them. • You need to have had your heart broken a few times to really understand love.


Final Point…I promise.

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Doing all this stuff will give not only be a great start in building a community but it is also a foundation of a sexy WOM campaign!

Live the 4 E’s


The “4 E’s”

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• Execute

• Extraordinary

• Experiences

• Everyday


Any Questions? Did any of this make sense?


Contact me!

@saulcolt

Cell - 416-219-3259

saulcolt

saulcolt

[email protected]