century 21social media initiatives 2010
DESCRIPTION
I had an opportunity to speak to a crowd of about 250 at the Graduate Center for the City University of NY yesterday morning for the Business Development Institute\'s conference on Social Media and the Enterprise. Specifically, how CENTURY 21 is adopting social media as a core marketing strategy.TRANSCRIPT
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Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 1
Century 21 Real Estate LLC
Social Convergence & The EnterpriseJuly 21, 2010
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@mattgentile – CENTURY 21®
Matt Gentile directs public relations and social media content strategy for CENTURY 21® Real Estate, the world’s largest residential real estate sales organization. In this role, he promotes approximately 7,700 independently owned and operated franchised brokerage offices and 117,000 sales associates in 68 countries and territories worldwide.
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Today’s Agenda
• Why SM is Important
• Audience
• Content
• Integration
• Measurement
• Takeaways
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Why SM is important: The Social Web
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Why SM is Important: 10 Stages of
SM Business Integration*
Good things take time
*Brian Solis - http://mashable.com/2010/01/11/social-media-integration/
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Listen to conversations
Define consumer
target
Establish objectives
Set strategiesSelect
platforms
Measure for success
Adjust for optimization
Why SM is Important: Stop the Madness
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Audience: Defining Who is Online?
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Audience: Getting to Know You
• Audiences don’t want interruption—they want conversation
• What’s the target’s online behavior?– What activities do they most enjoy?
– What media do they consume?
– Where do they like to ―hang out?‖ What communities do they prefer?
– How do they go about finding information?
– Who do they trust for guidance, advice, and support?
• What has proven successful?– Identify with your target’s pre-existing online habits
– Integrate paid media and PR tactics into the brand’s social strategy
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Audience: Building the ―Right‖ Audience
• Under 35 Females now make up majority of our Facebook page.
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Content: Growth Model
targeting + conversation strategy + paid support + creative =
the most effective social media marketing
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Content: Development of C21 Social
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Integration: Integrating the Right Platforms
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Integration: Speaking Multiple SM Languages
• Conversation content strategy matters most
– Create a mix of content informative, interesting, & entertaining content
– Develop a calendar
– Share content from press, influencers, bloggers, researchers
– Leverage across all properties
– Solicit feedback from the community
Shameless Plug: Like Us Today -
http://www.facebook.com/century21
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Integration: Providing Value to the Consumer
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Integration: Engaging with Philanthropy!
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Integration: YouTube
• Regularly update with
content and publicity
• Integrate into other
platforms: Blog,
Facebook, Twitter
• Curate and favorite fan
and media videos and
leave comments that
link back to your
content
• Interact: be proactive in
cultivating subscribers
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Integration: Twitter
• Twitter can promote a brand’s other social properties via cross-linking
• Design conversation strategy – One or more feeds?
– Customer service?
• Engage consumers directly and re-tweet influencers
• Follow along with the #’s and streams
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Integration: LinkedIn
• Answer questions
• Engage around specific
topic
• Start groups
• Organize by company
• Link social properties
• Platform specific
• Surface content
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Integration: Flickr
• Regularly update with content and publicity
• Integrate into other social media platforms: Blog, Facebook, Twitter
• Curate and favorite fan and media photos and leave positive comments that link back to your content
• Engage in discussion forums
• Interact: be proactive in cultivating friends and subscribers
• Run promotions and giveaways
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Measurement
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Measurement: Key metrics
• Growth
• Presence
• Conversation
• Sentiment
• Referrals & Conversion
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Measurement: How We Track Leads
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Measurement: Growth to Date (July 1)
January
25
February
1
March 1 April 1 May 1 June 1 July 1
Followers
C21
Twitter: 142% growth YTD (since 1/25)
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Measurement: Growth to Date (July 1)
January
25
February
1
March 1 April 1 May 1 June 1 July 1
Followers
C21
Facebook: 102% growth YTD (since 1/25)
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Key Takeaways
1. Listen to conversations
2. Define consumer target
3. Establish objectives
4. Set strategies
5. Select platforms
6. Measure for success
7. Adjust for optimization
✓++