CENTURY 21Social Media Initiatives 2010

Copyright © 2010 Century 21 Real Estate LLC. All rights reserved. 1

Century 21 Real Estate LLC

Social Convergence & The EnterpriseJuly 21, 2010


@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.


Today’s Agenda

• Why SM is Important

• Audience

• Content

• Integration

• Measurement

• Takeaways


Why SM is important: The Social Web


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/






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


Audience: Defining Who is Online?

7


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


Audience: Building the ―Right‖ Audience

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


Content: Growth Model

targeting + conversation strategy + paid support + creative =

the most effective social media marketing

10


Content: Development of C21 Social


Integration: Integrating the Right Platforms


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


Integration: Providing Value to the Consumer


Integration: Engaging with Philanthropy!


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


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


Integration: LinkedIn

• Answer questions

• Engage around specific

topic

• Start groups

• Organize by company

• Link social properties

• Platform specific

• Surface content


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


Measurement


Measurement: Key metrics

• Growth

• Presence

• Conversation

• Sentiment

• Referrals & Conversion


Measurement: How We Track Leads


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)


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)


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 21Social Media Initiatives 2010

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