bob thompson

Creating order from Confusion

The Role of Social Media in Commercial Property

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TRANSACTION

CORPORATE

ASSET

INDIVIDUAL

MARKETING

SALES

Video

Audio Pictures

Knowledge

Location

Forums

Crowdsourcedcontent

Collaborationtools

Blogging

Networking

Events

Messaging

Why is it important?

• Personal branding

• Two way (conversation)

• Crowdsourced information

• Content creation

• Information in real time

• Different business models

• Reduced costs

• Corporate branding

• Control of the message

• Feedback visibility

• Quality control

• Reaction time

• Resistance to change

• Productive use of time

OPPORTUNITY

THREAT

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BLOGGING

MESSAGING

VIDEO PICTURES

AUDIO KNOWLEDGE

TAGGING

CROWDSOURCED CONTENT

FORUMS

NETWORKING

Agency

Professional

Building Surveying

Development

Property management

Facilities management

Marketing

How effective?

1000

1000

70

70

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600 downloads in 5 days

November●23rd

●24th

●25th

●26th

●27th

Tweet1 – Picked up by about 12 people

30 emails to “interested” list

Tweet2 - @adders and @EGcommunity re-tweeted

Added links on CreoPoint

Added links on ReOrb & BCO research portal

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Why must real estate engage with social media?

It is unlikely to go away Some employers

already check out

future employees

It is very fast. Information can become available very quickly.

Your customers are already using it – what are they saying about you?

Potential for conflict of brands between individuals and companies

If you don’t engage with it, your competitors will

If you don’t take it seriously your reputation may be at risk

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Where next? – first steps

●Make it easy for your users to get up to date information!

●Generating content on a regular basis is essential.

●Develop an approach to the conversation – talk to clients and staff

●Manage the message

Ensure you have the correct skills in place

Keep control when they are

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Finally

●understand your audience●choose your channels wisely, and●trust and train (all) your staff to act as brand ambassadors.