CATHY GRANT, INTRACORP @IntracorpCanada

1.0 Is part of an overall, “traditional” marketing and sales strategy

2.0 Includes a strategic, comprehensive plan 3.0 Is engaging (i.e. be social on social media) 4.0 Looks good 5.0 Reflects your brand 6.0 Reaches your audience 7.0 Sells real estate. Maybe.

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

What does a successful social media campaign look like?

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

What does a successful social media campaign look like (1 of 3)?

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

What does a successful social media campaign look like (2 of 3)?

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

What does a successful social media campaign look like (3 of 3)?

1.0 Klout Score   A number between 1 and 100 that represents INFLUENCE   Being ACTIVE is different than being INFLUENTIAL   Up until 2013 – who was the only person with a perfect “100” Klout

Score?

| OCTOBER 28, 2014

How is Intracorp measuring success?

UDI – SOCIAL MEDIA FOR REAL ESTATE

Justin Bieber

2.0 Audience Size   Total Likes and Followers on each social media platform   Ranking against Vancouver real estate developers – both in terms

of number of Likes and Followers but also in terms of the rate of change from month to month

| OCTOBER 28, 2014

How is Intracorp measuring success?

UDI – SOCIAL MEDIA FOR REAL ESTATE

TWITTER OVERALL FOLLOWERS (VS DEVELOPERS)

 

DEVELOPER SEPTEMBER RANKING AUGUST RANKING MONTH TO MONTH

CHANGE RANKING

Polygon Homes 6,620 1 6,506 1 114 7

Onni 4,957 2 4,859 2 98 5

Intracorp Projects 4,535 3 4,325 3 210 2

Bosa Properties 4,187 4 4,040 4 147 3

Adera 3,692 5 3,610 5 82 8

Westbank Projects 3,661 6 3,124 6 537 1

Mosaic Homes 3,041 7 2,955 7 86 4

Boffo Properties 2,474 8 2,413 9 61 11

Cressey Group 2,579 9 2,471 8 108 6

Townline Homes 2,274 10 2,211 10 63 10

Beedie Living 1,228 11 1,164 11 64 9

Aquilini Developments 823 12 790 12 33 12

3.0 Engagement – Facebook and Twitter   Facebook 'Talking About This’ – monitors interactions with our page   Facebook ‘Insights’ – tracks our activity versus other developers   Twitter Analytics – tracks engagement with Intracorp tweets

| OCTOBER 28, 2014

How is Intracorp measuring success?

UDI – SOCIAL MEDIA FOR REAL ESTATE

4.0 Google Analytics 5.0 Monthly, Quarterly and Annual Reports 6.0 Happy Homeowners

| OCTOBER 28, 2014

How is Intracorp measuring success?

UDI – SOCIAL MEDIA FOR REAL ESTATE

| OCTOBER 28, 2014

How is Intracorp measuring success?

UDI – SOCIAL MEDIA FOR REAL ESTATE

Something to think about:

  Vancouver’s Top 20 most active Real Estate Developers on Twitter – how many followers? 43,000

  Forty-four percent (44%) of Twitter users made an account – which they have NEVER used

  Instagram is growing the fastest of all social media sites world wide – increasing its active user base 23% in the last 6 months

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

Context

Zack Kassian? 46,000 Kevin Bieksa? 160,000 Gregor Robertson? 46,000 Kirk Lapointe? 7,000

  In-house for ALL Corporate social media and the majority of all project

related social media   One person, 20 hours per week, 50’ish weeks of the year   Rachael Zimmerman, Marketing Manager

  Role has transitioned from:   100% content generation to…   60% content generation and 40% directing/managing/begging other

Intracorp staff to provide (appropriate) content for our social media channels

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

Who is responsible for Social Media at Intracorp?

  Both – provided content is relevant, engaging and brand appropriate   Intracorp runs a combination of both Corporate and Project specific

campaigns   Communities that are actively selling = highest proportion of our

content with multiple posts per week   Sold out and under construction Communities = monthly

construction progress updates   Corporate content supports and underpins Intracorp’s corporate

brand   Monthly Homeowner Care Blogs   EXTRA Magazine Articles   Community Support – including charitable endeavours   Staff events, contests, site visits

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

Corporate versus Project?

  Depends on your company and your company structure   Social media – like all media sources – requires constant love and

attention   If you don’t have the luxury of an in-house guru:

  What is easy/practical to out-source:   Project Launch campaigns (sometimes)   Infographics   Multi-use visual graphics (eg. contest graphics)   Videos   Blog Copywriting – but particularly Blog ‘polishing’

  What is challenging to out-source:   Project Updates   Corporate Updates   Corporate Contests and Challenges

  Content = Your Brand. So, if you do out-source hire the right group for your company/project and provide a comprehensive brief. Garbage in; garbage out.

UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014

To outsource or not to outsource? That is the question…