bob thompson
DESCRIPTION
Social Media: the RICS viewTRANSCRIPT
Creating order from Confusion
The Role of Social Media in Commercial Property
3
5
6
TRANSACTION
CORPORATE
ASSET
INDIVIDUAL
MARKETING
SALES
Video
Audio Pictures
Knowledge
Location
Forums
Crowdsourcedcontent
Collaborationtools
Blogging
Networking
Events
Messaging
Why is it important?
• Personal branding
• Two way (conversation)
• Crowdsourced information
• Content creation
• Information in real time
• Different business models
• Reduced costs
• Corporate branding
• Control of the message
• Feedback visibility
• Quality control
• Reaction time
• Resistance to change
• Productive use of time
OPPORTUNITY
THREAT
8
BLOGGING
MESSAGING
VIDEO PICTURES
AUDIO KNOWLEDGE
TAGGING
CROWDSOURCED CONTENT
FORUMS
NETWORKING
Agency
Professional
Building Surveying
Development
Property management
Facilities management
Marketing
How effective?
1000
1000
70
70
10
600 downloads in 5 days
November●23rd
●24th
●25th
●26th
●27th
Tweet1 – Picked up by about 12 people
30 emails to “interested” list
Tweet2 - @adders and @EGcommunity re-tweeted
Added links on CreoPoint
Added links on ReOrb & BCO research portal
11
12
Why must real estate engage with social media?
It is unlikely to go away Some employers
already check out
future employees
It is very fast. Information can become available very quickly.
Your customers are already using it – what are they saying about you?
Potential for conflict of brands between individuals and companies
If you don’t engage with it, your competitors will
If you don’t take it seriously your reputation may be at risk
13
Where next? – first steps
●Make it easy for your users to get up to date information!
●Generating content on a regular basis is essential.
●Develop an approach to the conversation – talk to clients and staff
●Manage the message
Ensure you have the correct skills in place
Keep control when they are
14
15
Finally
●understand your audience●choose your channels wisely, and●trust and train (all) your staff to act as brand ambassadors.