burns school digital media talk
Post on 12-Jan-2015
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Internet Business DevelopmentReal Estate Sales, Real Estate Development, and Construction
Management
Presented to:
A Few Comments About Search:
• What is a search engine?• Google?• Yahoo?• YouTube?• Twitter?• Facebook?• Qwiki?• Wolfram Alpha?
The Internet Has Changed the Business Playing Field
They Didn’t Listen
• In 2001 Best Buy Buys Musicland for ~$ 685 MM
• MP-3 & the Internet • Young Employees at Best Buy Used MP-3s
What Best Buy Learned:
We don’t want the CD, we want the music on it…
We don’t want the phone answering machine, we want the message it carries
The Cloud
SaaS. Cloud Computing and the Future of the Internet
All Free of Charge
How Do Online Business & Marketing Solutions Help Your Business Grow?
Acquisition
Systems
Retention Systems
Analytic Systems Converting
Business
Website & Blog
The Hub of Online Marketing is a Functional Website / Blog
Websites & Blogs --- The Hub
Social Media
Marketing
Mobile Marketing
Email Marketing Landing Pages
Website & Blog
Online Tools Allow Us to Push Information Out to the Public
Last Year YouTube Received More Eyeballs Than NBC
The Next Generation: They Create Their Entertainment
It all starts with a website & blog
Content is King!!!
Website Design & Function
Websites & Blogs: Create a Beautiful Platform & Make it Simple
More Internet Tools / Solutions
Customer Acquisition : Newsletters
• Allows you to maintain good relationships with your existing clients
• Ensures that clients visit your website frequently
• Send out product releases, articles, information, and special reports
Online Publications
A multimedia magazine, using pictures, video, click page turning, e-commerce.
It Gets Better!
Customer Acquisition: Email Marketing
• Direct mail costs 200% more than Email MarketingSource: www.emarketer.com
• Stay in regular contact with your prospects
• Unmatched prospect targeting
Grabs Current Web Info, Geocodes, Sends Targeted Email
http://movableink.com/
Acquisition
Systems
Retention Systems
Analytic Systems Converting
Business
Website & Blog
Retention Systems
It costs 5 times more to attract a new customer than to keep
one
"The purpose of business is to create and keep a customer."
Peter Drucker
Customer Relationship Management (CRM) Tools
Customer Retention: Customer Relationship Management Tools (CRM)
Acquisition
Systems
Retention Systems
Analytic Systems Converting
Business
Website & Blog
Testing & Measuring
In today’s competitive market you must constantly test & modify
“Test fast, fail fast, adjust fast.”
Tom Peters
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”
Charles Darwin
TrackingWeb Metrics & Analytics
• Success comes from trying, testing and measuring
• This allows us to determine what is working and what is not working
Social Media Analytics
http://thinkupapp.com/
Online Tools
Progressive Enhancement Versus Mobile Websites
Mobile Marketing
Quick Response Codes
SMS, a text message sent to your mobile device via a “Short Code” number. (Exp: 449-99)
Microsoft Tags
Multimedia Messaging Service, or MMS
Mobile Media Marketing
• Very Effective• Low Cost Marketing
Video
YouTube Search StoriesVideos, simple, fast, and free!
Create Stunning Video Slideshows
iPhone 360 Degree Camera
• Search Engine Optimization (SEO)• Social Media Optimization
• Video Optimization• Umbrella URLs
• Links
How People Find You Online
Pay-Per-ClickOrganic Search
Google Adwords
Targeted Ads--- How they Work
Ads Targeted by Computer Cookies
http://www.intel.com/museumofme/r/index.htm
http://www.wefeelfine.org/
Facial Recognition Technology: Demographics, Weather, & More
Google Goggles
Online Business Card
Social Media Tools
Social Technologies
Social Networking: LinkedIn --- Facebook
Social Media: SlideShare --- YouTube
Social Online Reputation: SocialMention.com ---TWInfluence.com
Online Social is:
• Platforms -- Flickr, Slideshare, Facebook, Twitter
• Research -- Spokeo.com, Inside View, LinkedIn
• Engaging – YouTube, Twitter, Wordpress, RSS
• Measuring -- TWInfluence.com, Addict-o-Matic, Vanno
Suggested Social Media Websites
Join and Participate in LinkedIn Groups
Real Estate Specific Social Media / Marketing Sites
http://www.realtyrankings.com/best-social-media-sites-for-real-estate-social-networking.htm
http://bit.ly/
http://goo.gl/
http://tinyurl.com/
Shorten a URL
Firefox Add on:
A Few Words About Twitter
http://paper.li/
Social Media Magazine
Now over 2,000 Twitter apps in the API Stage that can be used from smart phones.
• Tweet Maintenance When Toilet Paper Gets Low• Tweet Maintenance When Plants Need Water
www.tonidoplug.com
Create a YouTube Channel & Brand with Company Design
Video is the preferred online marketing tool.
Aggregators for Social Media / Networks
• http://pixelpipe.com/ (a good site for uploading video
• www.PingFM.com
• http://easypushbuttontraffic.com/ (articles, videos, podcasts & pictures --- paid service)
• http://www.tubemogul.com/ (video uploads only)
• http://www.trafficgeyser.com/ (does it all --- paid service)
Online Reputation Management
Google Alerts:
The Most Famous: Cost United Airlines ~ $180 MM in Market Cap.
Social Media: Some Final Words
• Use the Correct Types
• Know what social media is used in various parts of the globe
• For example, Orkut is the equal to Facebook in Brazil
Productivity & Collaboration
Think: Groupon.com for Teaching
http://www.innocentive.com/
Outsourcing:
Enterprise Social Media Software
Enterprise Social Collaboration Software
New Project Management Tool
Free From Google Apps
Web Applications -- Real Estate and Construction Management: Examples…
Another Investor Site. Done Correctly the Idea Could Work Locally.
http://www.biggerpockets.com/
https://www.secondmarket.com/
Single Property Websites
www.410Building.com
Single Property Websites
Add to Company Website, Video, Single Property Site
Use Solutions Like ThisOn Your Buildings’ Single Property Websites
Plat Maps in PDF Brochures
Useful & Interesting Real Estate & Construction Management Websites:
Local Consumer Site
Good Community Site for Multifamily Housinghttp://www.multifamilyinsiders.com/home/
Great International Online Real Estate CommunityNice website for online reputation management
Good Resource Site for Intelligent Building Ideashttp://www.intelligentbuildings.com/
Good Site for Analytics – Very Good RSS Feed to Websitehttp://www.rcanalytics.com/
• Internet Protocol TV (IPTV)• We Will All Own Our Own Web TV Station Soon
Why Construction & Real Estate Industries Need Professional Online Marketing Solutions
• 91% of buyers go to a web site before calling a company for products or services
• If they don't find what they need on your website, 80% choose another supplier
What’s Next?
http://www.businessofyourbrain.com/?cmp=boyb019
Resorts Global
Ted.com: Blaise Aguera_Maps
Mixed Use Real Estate Development
Collaborative Consumption
Collaborative Consumption
• The average car costs over $8,000 / year to operate• It sits idol 23 out of 24 hours per day.
Thanks for Attending:
The Franklin L. Burns School of Real Estate and Construction Management at the Daniels College of Business
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