Building a Social Brand from Scratch, One City Block at a Time !
!Kendall Shiffler Results Oriented Social Media Summit September 8, 2012 !@kendallanne @ddesigndistrict
Goals
1.RAISE the sea level
(Rising real estate values = $)
2. Establish & introduce the Design District
as a BRAND
3. Give the Design District an
ONLINE presence
4. Establish ourselves as EXPERTS on the Design District
Long-term branding effort NOT a
direct sales tool
STEP 1:
Produce LOTS of Quality Content
CHALLENGE 1:
Produce LOTS of Quality Content
STEP 2:
Get the Word Out
www.loweroaklawn.comsee your photo online at
you’ve been framed
^
Step 2 Continued:
Get the Word Out via Social Media
STEP 3:
REALLY get the
Word Out
STEP 4: Successfully maintain; keep
buzz alive
Results
60% of sales
generated via blog
!
32% premium for
product
600+ “Ask Kendall” inquiries
since launch 200
per year average 3-5
asks a week
“The area’s moment as the city’s “it” district
has finally arrived.”
Design District properties rents raised
50% over 4 years !
Fully leased
Social/blogging platform has been
renewed for 4 years
!
(while other marketing initiatives have been cut)
5,000 SF 5 year lease
!
(resulted from lead cultivation on twitter)
Lessons Learned
Lessons Learned
Social is not just for big biz
Social takes patience
Social is a full time job
Social produces
results
