social media presentation
TRANSCRIPT
SOCIAL MEDIA SERIES
Coy DavidsonColliers InternationalApril 30, 2010
SOCIAL MEDIA CRESocial Networking for the Commercial Real Estate Professional
Social Media Marketing Goals
• Personal Branding• Client Retention and Management• Lead Generation & Business Development• Customer Service • Differentiate yourself from the competition
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What is a Brand?
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Your Brand is what your customer says it is
Your Personal Brand is what your customer says it is
..... the conversation is happening, with or without you
..... people are talking about you, some good, some bad, some indifferent
…. but if they don’t know who you are…. they are not talking about you at all!
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14% 76%
Trust a word of mouth recommendation
Trust traditional advertising
Today, the speed of word of mouth
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is only limited by how fast people can type
Social Media Toolbox
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The Tools
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Hub and Spoke Model
Blog
Digg
slideshare
YouTube
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Content Marketing
• It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent
• The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.
• The first rule of content marketing is to understand that your customers only care about themselves.
• If we aren't communicating valuable, compelling information to our customers on a consistent basis, how can they ever see us as industry experts?
• If the majority of our content is focused on our products and services, how are we solving the everyday pain points of our customers?
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Communicate with clients and prospects without selling
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action.
Content Marketing
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Social Media is not the Cash Register
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Social Media is not the Cash Register
• CRE decisions take a long time and are often made by committee and logic rather than individuals and impulse
• What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully new business
• You don’t sell stuff on Social Media sites. You gave people access to you and your expertise, and pay attention to when the time might be right to talk business
• That’s the principle here, Social media isn’t the cash register. It’s communication tools that help form the foundation for healthy business relationships that eventually lead to a sale or new assignment
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People do not go to Social Media Sites to look for real estate on-line
They go here
… and maybe your company website
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Connect with people on-line
Initiate and develop the business / personal
relationship
Get the meeting (formal or informal)
Move them into your sales funnel and start your normal sales process
New Assignment
Prospect
Repeat Client
Referral
Advertising Marketing Prospecting Referrals Social
Sales Call
Not Everyone is a Prospect
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At the end of the day what you after with Social Media is not only new clients
But to also build and expand a network of connections who willingly market your personal brand for you! Word of Mouth Marketing
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Develop an Army of Brand Evangelist
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… and they will promote and recommend you
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Don’t get discouraged, it will start slow
Be patient and consistent and the momentum will build
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Summary
• It is not a stand-alone strategy, it should compliment what you are already doing• You will get out of it what you put into it, Get out There!• Focus on the relationships not the transactions• Be Likeable• Give-Give-Give-Get: Give first and people will reciprocate• Social Media Marketing is a marathon not a sprint, be patient the success won’t
come overnight.• Leverage social networking into traditional networking• Be a connector• Don’t sell and advertise, initiate and nurture business relationships• And finally have fun with it and make some friends
Social Networking is networking just like you have always done it, only it is on-line and you are leveraging the awesome reach and speed of the internet.
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Coy DavidsonSenior Vice PresidentCOLLIERS INTERNATIONALHouston Office
Direct: [email protected]
Blog: www.coydavidson.com
Facebook: www.facebook.com/TenantAdvisor
Twitter: twitter.com/CoyDavidsonCRE
Linkedin: www.linkedin.com/in/coydavidson