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Real estate marketers that question the relevance of social media need to know the benefits they can reap if they approach social media marketing in a strategic, purposeful way. Savage Brands spoke to a collection of Houston commercial real estate marketers about the process for leveraging social media well. For a complete transcript of the presentation, email [email protected].
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Monday, March 10, 14
SAVAGE BRANDS Who We Are & What We Do
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WHY Social Media in Real Estate?
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BECAUSE IT’S ALL ABOUT COMMUNITY
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NOT JUST BECAUSEEveryone Else Is Doing it
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Harvard Business Review Analytics Services Report
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When you engage in social media purposefully you increaseBrand awareness
Company reputation
Web traffic
Lead generation
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Benefits
Increased Exposure
Increased Traffic
Provided Marketplace Insight
Developed Loyal Fans
Generated Leads
Improved Search Rankings
Grown Business Partnerships
Reduced Marketing Expenses
Improved Sales
0 22.5 45 67.5 90
75%
69%
58%
61%
47%
65%
43%
54%
89%
2013 Social Media Marketing SocialMediaExaminer.com Industry Report
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WHAT should you do?
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Goals Strategy Measurement
Approach
Do you need to:
• Establish thought leadership?
• Build awareness?
• Drive sales?
• Reach a new audience?
• Build loyalty and trust?
• What should this be telling about your brand?
• What are your conversation pillars?
• What does it look like to broadcast vs sharing vs engaging?
• What are your meaningful measurements?
• How should you link metrics back to goals?
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Find your “Hotspot”
BrandExperience
BrandPosition
Audienceneeds
Your Conversation
Pillars Live Here
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Find your “Hotspot”
BrandExperience
BrandPosition
Audienceneeds
Your Conversation
Pillars Live Here
Key care-abouts What is your personality? Tone of voice?
Your expertise, differentiator
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Find your “Hotspot”
CredibleAuthenticValuableTimely
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• Resist the temptation to push overly promotional messages
• Keep your brand messages clear by adhering to your conversation pillars
Clarity
• Don’t always write about yourself – write about your customers and your industry
• Always be giving and generous with your ideas
Community
• Balance your editorial calendar’s messages
• Keep a regular schedule
Consistency
Conversations
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HOW do you do it?
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Think like a GARDENER.
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> Recruiting – Facebook, LinkedIn
> Thought-leadership – LinkedIn, Twitter
> Communities – Twitter (#hashtags), LinkedIn & Facebook Groups
Plan your garden.
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Content calendar
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> Proactive content creation (automate)
> Respond positively (do not automate)
> React to negatives (do not automate)
Invest in maintaining it.
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Measure your harvest.> Compare results against expectations
> Tell a story with your data
> Adjust your plan accordingly
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> Create your plan> Consistently invest in your community> Measure, analyze and adjust
Effective social media
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SAVAGE PURPOSEWe believe that by helping companies
deliver on their purpose we are revolutionizing Corporate America.
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For more information please contact Savage Brands at 713-522-1555.
Robin ToomsVP, Strategy, Principal
Chris AdamsAccount Manger and Brand Strategy
Sara McPhersonMarketing Communications Specialist
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