Date post: | 23-Aug-2014 |
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Real Estate |
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MARKETINGin the age of social media
Tuesday, October 19, 2010
this is advertising
Tuesday, October 19, 2010
this is social media
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
see any difference?
Tuesday, October 19, 2010
advertising is controlled by brands
Tuesday, October 19, 2010
advertising is controlled by brands
social media is controlled by consumers
Tuesday, October 19, 2010
We are living through the disorientation that comes from
including 2 billion new participants in a media landscape
previously operated by a small group of professionals.
Tuesday, October 19, 2010
Tuesday, October 19, 2010
the consumer wants to create
1 2 3 4 5 6 7 8
Tuesday, October 19, 2010
we have complex
relationships with media
1 2 3 4 5 6 7 8
Tuesday, October 19, 2010
community is our new
source of content
1 2 3 4 5 6 7 8
Tuesday, October 19, 2010
1 2 3 4 5 6 7 8
we want
to do business
with an individual
7
Tuesday, October 19, 2010
we join forces to exert influence
1 2 3 4 5 6 7 8
Tuesday, October 19, 2010
there’s no such thing as perfect
1 2 3 4 5 6 7 8
Tuesday, October 19, 2010
1 2 3 4 5 6 7 8
we have a new definition of quality
Tuesday, October 19, 2010
1 2 3 4 5 6 7 8
attention is the
new scarcity
Tuesday, October 19, 2010
so, what does this mean for you?
Tuesday, October 19, 2010
stop thinking like a marketer
one
Tuesday, October 19, 2010
I tell my friends about your brand not because I like your brand but because I like my friends.
Mike Arauz, Undercurrent
Tuesday, October 19, 2010
prospects
messages
target
media plan
penetrate
community
experiences
invite
interest plan
collaborate
Tuesday, October 19, 2010
Tuesday, October 19, 2010
you have to give something
rather than ask for something.
Tuesday, October 19, 2010
start by answering the right questions
two
Tuesday, October 19, 2010
do we stand for?
is our community?
do they hang out?
is our content?
will people share it?
can they get involved?
will keep it going?
do we want to get out of our efforts?
what
who
where
what
what
what
how
how
Tuesday, October 19, 2010
three
take the time to
learn the basics
Tuesday, October 19, 2010
listen
engage
inspire
build
mobilize
Tuesday, October 19, 2010
social blogs
content apps
search website
engineer your presence
Tuesday, October 19, 2010
december 2010
master conversation strategy
Tuesday, October 19, 2010
listening tracking analytics management
select the right tools
Tuesday, October 19, 2010
know what you’re going to measure
Data sources: Radian6, Google Analytics
Aug-‐2010
Message Board/Forum
2%
Social Network22% Twitter
27%
Video/Photo Sharing8%
Other Media0%
Mainstream Media1%
Blog40%
social media performance dashboard //
the social web
outcomes
OVERALL SITE TRAFFIC BY SOURCE
discussions
DISCUSSION SENTIMENT - THIS MONTHAUTHORS AND MENTIONS
reach Authors mentioning
Century 21 this month14,047
Quantity and quality
of discussions
Topics and sentiment
composition
Engagement indicators
of purchase intent
1%66%% of positive over
negative this month
Overall site
engagement
rate
SOCIAL REFERRAL VISIT TRENDSSOURCES OF MENTIONS - THIS MONTH
LEAD - TOTAL YEAR TO DATE
POSITIVE AND NEGATIVE THEMES - THIS MONTH
MAINSTREAM MEDIA CENTURY 21 POSITIVE VS NEGATIVE SENTIMENT
Negative Opinion
Reach: Conversations surrounding the CENTURY 21 brand are happening in various online communities . The number of Authors mentioning C21 increased further through August, an increase of 16% from last month.
14, 047 Authors mentioned the brand 15,239 times in August.
88% of the mentions have been neutral in tone with 10% being positive and 2% being negative .
About 40% of all mentions happen in Blogs. Among the other sources the major ones are Twitter and Social Network contributing 27% and 22% respectively.
8,7599,800
11,1129,736
7,691
10,323 12,105
14,0479,493
10,527 12,110 10,7398,360
11,10312,717
15,239
0
5,000
10,000
15,000
20,000
Jan Feb Mar Apr May Jun Jul Aug
Authors
Mentions Positive10%
Negative2%
Neutral88%
Sentiment
62%51% 47%
42%
62%52%
68% 66%
-‐100%
-‐80%
-‐60%
-‐40%
-‐20%
0%
20%
40%
60%
80%
100%
Jan Feb Mar Apr May Jun Jul Aug
Positive Opinion
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Jan Feb Mar Apr May Jun Jul AugDirect Visits Organic Vists Social Visits Paid Traffic Visits
01,0002,0003,0004,0005,0006,0007,0008,0009,000
10,000
Jan Feb Mar Apr May Jun Jul AugFacebook Visits Twitter Visits Blog Visits Press Release
DirectPaid Search Organic Search
Social Media
0%
1%
2%
0% 10% 20% 30% 40% 50%
Total Lead
Rate
Pct of Total Visits
Bubble size = Visit Volume
Topics
ALL POSITIVE
NO POSITIVE
By what percentage does positive sentiment exceed negative sentiment?
Envirnoment 2%For sale
22%
Personal Finance9%Real
Estate57%
Mortgage9%
Home Improvement1%
26,874,42715,314,106
60,067,106
6208290
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
Apr May June July August
Mainstream Media Impressions
Facebook Impressions
Tuesday, October 19, 2010
be creative
four
Tuesday, October 19, 2010
"We are now as much a
media-content company as
we are a design company."
Christopher Bailey, CCO of Burberry.
Tuesday, October 19, 2010
rather than buy the medium, own the medium
Tuesday, October 19, 2010
Tuesday, October 19, 2010
create a direct line of communication to customers
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
include fans in the creation of your business
Tuesday, October 19, 2010
Tuesday, October 19, 2010
share everything you know
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
make content one of your product offerings
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
create a community that people want to join
Tuesday, October 19, 2010
Tuesday, October 19, 2010
hijack a news story
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
turn an analog event into a digital experience
Tuesday, October 19, 2010
Brand bowl
creating an experience
Tuesday, October 19, 2010
leverage existing communities
Tuesday, October 19, 2010
AJ Bombers
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
invite everyone to experience your “brand.”
Tuesday, October 19, 2010
Tuesday, October 19, 2010
influence behavior with game dynamics
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
interactive
participatory
shareable
ongoing
Tuesday, October 19, 2010
Tuesday, October 19, 2010
Tuesday, October 19, 2010
what are we doing for Century 21?
Tuesday, October 19, 2010
Tuesday, October 19, 2010
buyer/seller tab
Tuesday, October 19, 2010
FEB 2007
OCT 2008
Tuesday, October 19, 2010
FEB 2007
OCT 2008
Tuesday, October 19, 2010
Tuesday, October 19, 2010
...for system members
Tuesday, October 19, 2010
iPhone
Tuesday, October 19, 2010
be socialgo forth and
Tuesday, October 19, 2010