CENTURY 21® Social Media Initiatives 2010

Copyright © 2010 Century 21 Real Estate LLC. All rights reserved.

1

Century 21 Real Estate LLCSocial Convergence & The EnterpriseJuly 21, 2010


22

@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.


33

Today’s Agenda

• Why SM is Important• Audience• Content• Integration• Measurement• Takeaways


44

Why SM is important: The Social Web


55

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/

http://mashable.com/2010/01/11/social-media-integration/


66

Listen to conversations

Define consumer

target

Establish objectives

Set strategiesSelect platforms

Measure for success

Adjust for optimization

Why SM is Important: Stop the Madness

6


77

Audience: Defining Who is Online?

7


888

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


99

Audience: Building the “Right” Audience

• Under 35 Females now make up majority of our Facebook page.


1010

Content: Growth Model

targeting + conversation strategy + paid support + creative = the most effective social media marketing

10


1111

Content: Development of C21 Social


12

Integration: Integrating the Right Platforms


1313

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

http://www.facebook.com/century21


1414

Integration: Providing Value to the Consumer


1515

Integration: Engaging with Philanthropy!


1616

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


1717

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


1818

Integration: LinkedIn

• Answer questions• Engage around specific

topic

• Start groups• Organize by company

• Link social properties• Platform specific• Surface content


1919

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


20

Measurement


2121

Measurement: Key metrics

• Growth• Presence• Conversation• Sentiment• Referrals &

Conversion


2222

Measurement: How We Track Leads


2323

Measurement: Growth to Date (July 1)

J anuary 25

February 1

March 1 April 1 May 1 J une 1 J uly 1

FollowersC21

Twitter: 142% growth YTD (since 1/25)


2424

Measurement: Growth to Date (July 1)

J anuary 25

February 1

March 1 April 1 May 1 J une 1 J uly 1

FollowersC21

Facebook: 102% growth YTD (since 1/25)


25

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

✓++

CENTURY 21® Social Media Initiatives 2010

Real Estate

Transcript of CENTURY 21® Social Media Initiatives 2010