Real Estate Marketing Summit 2010 - Developing A Digital Strategy - Saul Colt

Clever Presentation Title!

Creating Your Internet &
Digital Marketing Strategy

Saul Colt – Head of Magic
Remarkto2010 - November 29th, 2010
Rogers Communications Inc. Confidential Information – Not For Redistribution

My name is…..


…and I am the…

Head of Magic at

A little about me


….also

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So why am I here today?

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To explain where to start to
Create Your Internet &
Digital Marketing Strategy…
and how to build an online
community by treating your
followers like a pretty girl.

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The Dictionary says….

Community is a social group of
any size whose members share a common
characteristic or interest and are perceived
as distinct in some respect from the larger
society

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…Ok but why are communities
important?

• Can provide you with input

• Make brands human

• Cheerlead for brands

• Chances are that there is already a
community of some kind around
whatever it is that you do so why not
join the fun!
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Chances are that there is already a community
of some kind around whatever it is that you do
so why not join the fun!

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Chances are that there is already a community
of some kind around whatever it is that you do
so why not join the fun!

• You don’t own your
community…your community will
form on it’s own out of self
interest.

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This is what you look like when you enter your
community.

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This all sounds great…but why
should we build a community…and
where is the digital strategy stuff
you promised?

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In the 50’s people took the time to
know their customers!

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“To really know what is going on within
your community you have to read the
entire Internet every single day!”

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“To really know what is going on within
your community you have to read the
entire Internet every single day!”

-Saul Colt – November 29, 2010

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The Web lets you do that!

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Arguably, the most popular is Facebook.

Facebook pages are a great way to develop a
following but please remember that there are 2
Kinds of Facebook pages

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…and of course the best way!

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Ummm, so how is this like dating?

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Well for the rest of this presentation
think of your product…..

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Well for the rest of this presentation
think of your product…..

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….and think of your community as…

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….and think of your community as…

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Think about it!

Life Cycle of Dating:

•  Introduction
•  Attraction
•  Courting
•  Dating
•  Love

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Introduction

Introductions can come from anywhere

•  Friends/Referrals
•  WOM
•  Advertising
•  Etc
•  Etc

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Attraction
No one really knows how attraction works
and why some people like one think over
the other..kinda like how there are….

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Attraction

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Attraction

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Attraction

But few people like them both!

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Courting/Dating
Or “doing nice things”

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Love

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Love

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Love

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Why do you wanna be here?

• Love spreads fast
• People love to be in Love and Love to see people
in Love
• Love is infectious
• People talk about love
• People Tweet about love and start conversations

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So how do you get here?
• Treat her well and you will be rewarded

• Keep her interested

• Show her you care and show her what you are up to!

• Handsome is not a substitute for personality

• Handsome does not make you popular

• You will have to sometimes deal with jealousy

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So in the words of Heavy D

“Now that you’ve found love…what are you gonna do with it?”

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Do interesting things!

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Shower your community with Cereal!

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Showing Love is
more then just
a nice dinner!
Given the opportunity I would
use customers or “Fans” of
whatever your product or
service at spokespeople every
chance you get.

…OR… in this case.

Krista Neher of Boot Camp
Digital isn’t endorsing Thoora
so much as we are endorsing
her and by us promoting her
awesomeness we are doing our
part to build the love around
our product.

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So as an Entrepreneur when is the
best time to…..

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Try Something
Unique!

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Doing this stuff takes time
and effort.

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Doing this stuff takes time
and effort.

But isn’t Love worth it?

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….and so is spending time with your
community!

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So…in closing.

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So…in closing.
• Building communities is like making love to customers can
never ever ever be a campaign.

• Building communities will deliver incredible ROI but it can’t
be tracked the traditional way.

• These initiatives need to be done in-house and can’t be
given to an agency.

• Community Building shouldn’t be a jr. role in your company.

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Community Management needs to
be a Senior Role because…

• You can teach Social Media to anyone…you cant
teach business acumen.
• Opportunities will come from engagement and
you need someone who can not only recognize
these but also prioritize and jump all over them/
close them.
• You need to have had your heart broken a few
times to really understand love.

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Final Point…I promise.

Doing all this stuff will give not only be a great
start in building a community but it is also a
foundation of a sexy WOM campaign!

Live the 4 E’s

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The “4 E’s”

• Execute

• Extraordinary

• Experiences

• Everyday

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Any Questions? Did any of this make sense?


Contact me!

@saulcolt

saulcolt

saulcolt

saul@saul.is Cell - 416-219-3259

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Real Estate Marketing Summit 2010 - Developing A Digital Strategy - Saul Colt

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