Learn about Digital Media and Social Media for Real Estate. Ilana Schwartz at Online Marketing Group presenting to Landlords about adopting a good digital strategy and understanding consumer behavior.
Landlords NY Presentation March - Digital and Social - Ilana Schwartz Online Marketing Group
1. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Landlords NY
Online Marketing Group
2. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
3. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
4. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
5. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
6. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Female
Male
7. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
8. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
9. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
10. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
11. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
12. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
5 Things You Can
Do To Succeed
Online in 2014
13. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
5 Things You Can Do To Succeed Online
• Take PPC Beyond GoogleAdWords
• Organic Social Media is changing…
• Get on Google+!
• Reputation Management &Trust
• Digital Channel Integration
14. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 1: Take PPC Beyond Google AdWords
15. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 1: Take PPC Beyond Google AdWords
• How?
– 1. Bing &Yahoo!
16. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 1: Take PPC Beyond Google AdWords
• How?
– 2. Mobile & Local
17. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 2: Organic Social Media is Dying L
• Why?
– Overcrowding
– IPOs & £££
– Unsettled users
– Algorithm changes
– Ad blindness
18. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 2: Organic Social Media is Changing J
• What CanYou Do?
– Focus on the right channels
– Social Media Advertising
• Facebook
• Twitter
• LinkedIn
• YouTube
• Instagram/Pinterest etc
19. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Tip 2: Organic Social Media is Changing
• What CanYou Do?
– CustomTabs &
Promotions
– SM to boost other
channels
• E.g. mailing list
20. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Top Takeaways…
• Go beyondAdWords
• Start there or elsewhere
• Bing/Yahoo!
• Mobile/Local
• Consider SM a paid channel
• Focus your efforts
• Social Media Advertising
• Promotions,Tabs & Integration
21. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Get On Google+ Right Now!
• Eugh, not another social media site!
• If your customers are on...
– Facebook, use Facebook
– Twitter, use Twitter
– LinkedIn, use LinkedIn
– ONLINE, use Google+!
22. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Google+ Is Growing...Fast!
• 2nd Biggest
• 800,000/month
• 70% bus. brands
23. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Lastly…
Consider that for a moment...
24. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Reputation Management & Trust
“It takes 20 years to build a reputation and five minutes to
ruin it” ~ Warren Buffett
Even in 2014, Online reputation is not thought about
enough
- monitor, protect & promote...
25. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Three Areas
• 3rd Party Sites (Yelp, apartmentratings, SE talk)
• Native / On Site (testimonials/product reviews)
• Social Media chatter
26. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
3rd Party Sites
“Increasingly,consumers are making decisions well before the actual
moment of in-store or online purchase.In fact,88% of
consumers research before they buy,consulting an
average of 10.4 sources.”~ Google
27. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Pos9ng
Is
the
post
balanced
&
Accurate?
No
Trolls
Is
this
poster
dedicated
to
causing
problems?
No
Misguided
Are
there
inaccuracies
in
the
pos9ng?
No
Unhappy
Is
this
the
result
of
a
bad
experience?
No
Evalua9on
Could
this
go
viral?
Could
this
risk
hur9ng
brand
reputa9on?
Do
you
want
to
respond?
Let
it
Stand
No
Yes
Share
Success
Is
there
an
opportunity
to
share
a
further
story?
Yes
Yes
Yes
Monitor
Only
–
Do
Not
Respond
Yes
Fix
the
Facts
Yes
Restora9on
Do
you
wish
to
make
the
situa9on
right?
Respond
Discovery
Evaluate
Yes
Prepare
to
Push
Down
Alerts
28. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Adopting a Good Digital Strategy!!!
• Choose Relevant
channels!
• Consider your budget…
• Proper planning
implementation
29. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
30. 12
West
23rd
Street
•
New
York,
New
York
10010
•
onlinemarke9nggrp.com
•
212.532.0600
Video if Time Permits