cathy grant, intracorp - chambermastercloud.chambermaster.com/userfiles/userfiles/chambers/...1.0 is...
Post on 23-Jul-2020
1 Views
Preview:
TRANSCRIPT
CATHY GRANT, INTRACORP @IntracorpCanada
1.0 Is part of an overall, “traditional” marketing and sales strategy
2.0 Includes a strategic, comprehensive plan 3.0 Is engaging (i.e. be social on social media) 4.0 Looks good 5.0 Reflects your brand 6.0 Reaches your audience 7.0 Sells real estate. Maybe.
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
What does a successful social media campaign look like?
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
What does a successful social media campaign look like (1 of 3)?
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
What does a successful social media campaign look like (2 of 3)?
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
What does a successful social media campaign look like (3 of 3)?
1.0 Klout Score A number between 1 and 100 that represents INFLUENCE Being ACTIVE is different than being INFLUENTIAL Up until 2013 – who was the only person with a perfect “100” Klout
Score?
| OCTOBER 28, 2014
How is Intracorp measuring success?
UDI – SOCIAL MEDIA FOR REAL ESTATE
Justin Bieber
2.0 Audience Size Total Likes and Followers on each social media platform Ranking against Vancouver real estate developers – both in terms
of number of Likes and Followers but also in terms of the rate of change from month to month
| OCTOBER 28, 2014
How is Intracorp measuring success?
UDI – SOCIAL MEDIA FOR REAL ESTATE
TWITTER OVERALL FOLLOWERS (VS DEVELOPERS)
DEVELOPER SEPTEMBER RANKING AUGUST RANKING MONTH TO MONTH
CHANGE RANKING
Polygon Homes 6,620 1 6,506 1 114 7
Onni 4,957 2 4,859 2 98 5
Intracorp Projects 4,535 3 4,325 3 210 2
Bosa Properties 4,187 4 4,040 4 147 3
Adera 3,692 5 3,610 5 82 8
Westbank Projects 3,661 6 3,124 6 537 1
Mosaic Homes 3,041 7 2,955 7 86 4
Boffo Properties 2,474 8 2,413 9 61 11
Cressey Group 2,579 9 2,471 8 108 6
Townline Homes 2,274 10 2,211 10 63 10
Beedie Living 1,228 11 1,164 11 64 9
Aquilini Developments 823 12 790 12 33 12
3.0 Engagement – Facebook and Twitter Facebook 'Talking About This’ – monitors interactions with our page Facebook ‘Insights’ – tracks our activity versus other developers Twitter Analytics – tracks engagement with Intracorp tweets
| OCTOBER 28, 2014
How is Intracorp measuring success?
UDI – SOCIAL MEDIA FOR REAL ESTATE
4.0 Google Analytics 5.0 Monthly, Quarterly and Annual Reports 6.0 Happy Homeowners
| OCTOBER 28, 2014
How is Intracorp measuring success?
UDI – SOCIAL MEDIA FOR REAL ESTATE
| OCTOBER 28, 2014
How is Intracorp measuring success?
UDI – SOCIAL MEDIA FOR REAL ESTATE
Something to think about:
Vancouver’s Top 20 most active Real Estate Developers on Twitter – how many followers? 43,000
Forty-four percent (44%) of Twitter users made an account – which they have NEVER used
Instagram is growing the fastest of all social media sites world wide – increasing its active user base 23% in the last 6 months
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
Context
Zack Kassian? 46,000 Kevin Bieksa? 160,000 Gregor Robertson? 46,000 Kirk Lapointe? 7,000
In-house for ALL Corporate social media and the majority of all project
related social media One person, 20 hours per week, 50’ish weeks of the year Rachael Zimmerman, Marketing Manager
Role has transitioned from: 100% content generation to… 60% content generation and 40% directing/managing/begging other
Intracorp staff to provide (appropriate) content for our social media channels
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
Who is responsible for Social Media at Intracorp?
Both – provided content is relevant, engaging and brand appropriate Intracorp runs a combination of both Corporate and Project specific
campaigns Communities that are actively selling = highest proportion of our
content with multiple posts per week Sold out and under construction Communities = monthly
construction progress updates Corporate content supports and underpins Intracorp’s corporate
brand Monthly Homeowner Care Blogs EXTRA Magazine Articles Community Support – including charitable endeavours Staff events, contests, site visits
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
Corporate versus Project?
Depends on your company and your company structure Social media – like all media sources – requires constant love and
attention If you don’t have the luxury of an in-house guru:
What is easy/practical to out-source: Project Launch campaigns (sometimes) Infographics Multi-use visual graphics (eg. contest graphics) Videos Blog Copywriting – but particularly Blog ‘polishing’
What is challenging to out-source: Project Updates Corporate Updates Corporate Contests and Challenges
Content = Your Brand. So, if you do out-source hire the right group for your company/project and provide a comprehensive brief. Garbage in; garbage out.
UDI – SOCIAL MEDIA FOR REAL ESTATE | OCTOBER 28, 2014
To outsource or not to outsource? That is the question…
top related