Socially Awkward
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Are you SOCIALLY AWKWARD? AMENITY COMMUNITIES MARKETING SUMMIT O C TO B ER 19, 20 0 9
So, what exactly is SOCIAL MEDIA?
As most of us know it, it was BORN ON February 4, 2004
In the first 24 hours there WERE 1,500 REGISTERED USERS AT HARVARD
Opened in 2006 to everyone over age 13, 12 million users
10.07 50 million users 08.08 100 million users 05.09 200 million users
OCTOBER 2009 300 million users 5.5 years old
5.5 years old?
So, can anyone really be a SOCIAL MEDIA EXPERT?
So, can anyone really be a SOCIAL MEDIA EXPERT? I am not.
I am, however, a MARKETING STRATEGIST.
so, where does social media FIT INTO MARKETING?
no,
really?
marketing: any effort that assists or supports a sale (or a goal)
positioning lead generation conversion
positioning lead generation conversion
FOUR ESSENTIALS to effective positioning: 1. 2. 3. 4.
distinctive frequent consistent relevant
FOUR ESSENTIALS to effective positioning: 1. 2. 3. 4.
distinctive frequent consistent relevant
marketing Relevance. is creating meaning with your audience. positioning
are you truly RELEVANT?
OUTBOUND HIGH COST
TRADITIONAL M EDIA
PROVEN
E X P E R I M E N TA L
Why is SOCIAL MEDIA relevant now?
WORD OF M OUTH
SOC I A L MED I A
LOW COST
INBOUND
OUTBOUND HIGH COST
TRADITIONAL M EDIA
PROVEN
E X P E R I M E N TA L
Why is SOCIAL MEDIA relevant now?
WORD OF M OUTH
SOC I A L MED I A
LOW COST
INBOUND
TRACKABLE RESULTS
Is this a SOCIALly awkward situation for you? (A show of hands please?)
WHAT ARE YOU AFRAID OF?
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? A fear of hearing what people actually have to say.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? snake oil? Who can I trust?
A fear of hearing what people actually have to say.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? snake oil?
A fear of hearing what people actually have to say.
Who can I trust?
analysis paralysis? I am overwhelmed, where do I begin.
what does RESEARCH TELL US?
84% of people buying real estate use the internet as a primary resource National Association of Realtors, 2007
82% will trust the recommendations of a stranger online before believing claims in your paid advertising MCCANN WORLDWIDE, 11.08
58% actively participate in social media MCCANN WORLDWIDE, 11.08
55% post and share personal photographs MCCANN WORLDWIDE, 11.08
who uses facebook?
35+ fastest growing age group in US 2009 istrategylabs.com, 06.09
190% ages 35-54 in 2009 in US istrategylabs.com, 06.09
514% a ges 55+ in 2009 in US istrategylabs.com, 06.09
26
million ages 35+ in 2009 in US istrategylabs.com, 06.09
your NEW TARGET audience
ALL ABOUT RELATIONSHIPS.
RELATIONSHIPS both online and off
they start with TRUST
35% of facebook users PUBLISH CELL NUMBERS
How do you build ONLINE COMMUNITY TRUST: 1. 2. 3. 4. 5.
be be be be be
seen current transparent engaging sticky
are you STICKY?
THOUGHT LEADERSHIP
TA G G I N G & S H A R I N G
CONTENT
LIFESTREAMING
CONNECTING
So, what exactly is SOCIAL MEDIA?
MORE THAN FACEBOOK. MORE THAN A FAD.
More like the INVENTION OF THE PRINTING PRESS than the internet.
HOW I USE SOCIAL MEDIA in 140 Characters or Less.
FACEBOOK: Connect with 37 years of friends and family, remember how many things we all have in common and hope they remember me as a marketer.
TWITTER: Connect, listen, share, and converse in real time with the great minds of people that I have no other way of reaching.
LINKEDIN: Connect with professional peers, share networks and share ideas. Stay current with industry news, trends and other’s unique perspectives.
DELICIOUS: Bookmark content I like. See how many others like it. See what else they like. No folders. Tags keep it all simple to find when I need it.
FLICKR: Photos are just cool to look at. But as you use these SM tools, it is a great place to post your images so you can feed them to other sites.
BLOGS: I am a skimmer. For stories, perspectives, research and inspiration. From housewives to CEO’s, everyone has great opinions to share.
MY BLOG: Keeps me sharp and keeps me thinking. Makes me form solid opinions and I always try to provide value to the readers. I do not do it enough.
WHERE do you begin?
begin with DIGITAL PRESENCE
YOU.COM
K S
G IN AR
DESIGN
SH
ADMIN
PEOPL E
L
CS
PI
HTML
CONTENT
K S
EOS
VID CMS
DB
YOU.COM GUI
KEYWORD SEARCH
YOU.COM
PUB
LIS
OPEN SOURCE
FLASH
NT
S
OG
DARS
SS
BL
DESIGN
CALEN
SUPPORT
PR
&
NE
W
HIN
S
G
DB
OPEN SOURCE
EOS
VID GUI
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DARS
DEVELOPMENT
OG BL
SUPPORT
CLIENT ACCESS
KEYWORD SEARCH
YOU.COM
&
NE
W
HIN
S
G
CONTENT SHARING
CS
PI
HTML
CONTENT
CMS
SH AR IN G
DESIGN
PEOPL E
ADMIN
CALEN
CURRENT CONTENT
DIGITAL PRESENCE is about more than a Web site.
CMS
DB
OPEN SOURCE
SUPPORT
HTML
EOS
VID GUI
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DEVELOPMENT
KEYWORD SEARCH
YOU.COM
DARS
CLIENT ACCESS
SH AR IN G
PEOPL E
CS
PI
&
NE
W
HIN
S
G
CONTENT SHARING
CONTENT
DESIGN
OG BL
CURRENT CONTENT
ADMIN
CALEN
DIGITAL PRESENCE is about content sharing.
DB
OPEN SOURCE
GUI
EOS
VID
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DARS
DEVELOPMENT
OG BL
SUPPORT
CLIENT ACCESS
KEYWORD SEARCH
YOU.COM
&
NE
W
HIN
S
G
CONTENT SHARING
CS
PI
HTML
CONTENT
CMS
SH AR IN G
DESIGN
PEOPL E
ADMIN
CALEN
CURRENT CONTENT
DIGITAL PRESENCE is about driving more web traffic.
EOS
HTML
PI
CS
DESIGN
DESIGN
S
DEVELOPMENT
OG BL
DARS
CALEN
E
PEOPL
CLIENT ACCESS
&
NE
HIN
G
W
S
ADMIN
VID
PR
S DESIGN
NG
SUPPORT
FLASH
CONTENT
KEYWORD SEARCH
YOU.COM
GUI
OPEN SOURCE
LIS
DB
PUB
CMS
NG
SHI
PUB LI
KEYWORD SEARCH
YOU.COM
GUI
CONTENT SHARING
SH AR IN G
PEOPL E
DARS CALEN
S OG L B
EOS
VID
HA RI
CURRENT CONTENT
FLASH
HTML
OPEN SOURCE
&
PR
S
NE W
DB
DESIGN
CMS
SUPPORT
CONTENT
CS
PI
CURRENT CONTENT
DESIGN
CLIENT ACCESS
ADMIN
DEVELOPMENT
DESIGN
DIGITAL PRESENCE requires a robust CMS for timely updates.
WORDPRESS, JOOMLA, OR DRUPAL.
Be a pioneer. GET CREATIVE.
LIVE UPDATES
INTERACTIVE MAPS
INTERACTIVE MAPS
O
R
PM
T
D
EN
I ES
T
G
N
PE N
O
RT
PP O
SU
E
N
C
E
T
C
R
U
SO
O
N
S
M
C
N
IG
ES
D
AS H
FL
B
D
T
N TE N
O
C
IN
M
AD
I
G U
CA
M
O
.C
U
YO
L
TM
H
ES
D IG N
PICS
SHA
RING
LE
VID K EO SE EY S A WO R C RD H
P
P EO
EASE OF USE:
G
PU BL IN ISH
GS
BLO
LE AR
ND S
this is a live twitter feed
PR & NEWS
C
O
N
T
E
N
T
BECOME A RESOURCE
sTART A DIALOGUE. Not a monologue.
CUSTOMERS ARE.
LEADS to TOURS to SALES to ADVOCATES.
Focus on the CONVERSION?
Focus on the CONVERSATION.
INbound marketing is about being where they cast.
THE PROOF. It’s in the pudding.
so7fortworth.com
so7fortworth.com
Should I put my INVENTORY ON THE WEB?
IT ALREADY IS.
Do they love you? Or, are you the least annoying?
SERVICE, not selling.
BE THE LEAST ANNOYING.
FIVE THINGS TO REMEMBER: 1. 2. 3. 4. 5.
Be relevant. Be engaging. Be authentic. Be transparent. Listen.
FIVE simple TO DOs*: 1. Google Analytics 2. Content Management 3. Organic Search 4. Social Media 5. Online PR
* There is no selling season online.
WILL THIS BE YOU?
thank you.
JAMI MULLIKIN jami @ hillmullikin.com
www.hillmullikin.com/blog
So, what exactly is SOCIAL MEDIA?
As most of us know it, it was BORN ON February 4, 2004
In the first 24 hours there WERE 1,500 REGISTERED USERS AT HARVARD
Opened in 2006 to everyone over age 13, 12 million users
10.07 50 million users 08.08 100 million users 05.09 200 million users
OCTOBER 2009 300 million users 5.5 years old
5.5 years old?
So, can anyone really be a SOCIAL MEDIA EXPERT?
So, can anyone really be a SOCIAL MEDIA EXPERT? I am not.
I am, however, a MARKETING STRATEGIST.
so, where does social media FIT INTO MARKETING?
no,
really?
marketing: any effort that assists or supports a sale (or a goal)
positioning lead generation conversion
positioning lead generation conversion
FOUR ESSENTIALS to effective positioning: 1. 2. 3. 4.
distinctive frequent consistent relevant
FOUR ESSENTIALS to effective positioning: 1. 2. 3. 4.
distinctive frequent consistent relevant
marketing Relevance. is creating meaning with your audience. positioning
are you truly RELEVANT?
OUTBOUND HIGH COST
TRADITIONAL M EDIA
PROVEN
E X P E R I M E N TA L
Why is SOCIAL MEDIA relevant now?
WORD OF M OUTH
SOC I A L MED I A
LOW COST
INBOUND
OUTBOUND HIGH COST
TRADITIONAL M EDIA
PROVEN
E X P E R I M E N TA L
Why is SOCIAL MEDIA relevant now?
WORD OF M OUTH
SOC I A L MED I A
LOW COST
INBOUND
TRACKABLE RESULTS
Is this a SOCIALly awkward situation for you? (A show of hands please?)
WHAT ARE YOU AFRAID OF?
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? A fear of hearing what people actually have to say.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? snake oil? Who can I trust?
A fear of hearing what people actually have to say.
WHAT ARE YOU AFRAID OF? twitterphobic?
A fear of doing something wrong.
control freak? snake oil?
A fear of hearing what people actually have to say.
Who can I trust?
analysis paralysis? I am overwhelmed, where do I begin.
what does RESEARCH TELL US?
84% of people buying real estate use the internet as a primary resource National Association of Realtors, 2007
82% will trust the recommendations of a stranger online before believing claims in your paid advertising MCCANN WORLDWIDE, 11.08
58% actively participate in social media MCCANN WORLDWIDE, 11.08
55% post and share personal photographs MCCANN WORLDWIDE, 11.08
who uses facebook?
35+ fastest growing age group in US 2009 istrategylabs.com, 06.09
190% ages 35-54 in 2009 in US istrategylabs.com, 06.09
514% a ges 55+ in 2009 in US istrategylabs.com, 06.09
26
million ages 35+ in 2009 in US istrategylabs.com, 06.09
your NEW TARGET audience
ALL ABOUT RELATIONSHIPS.
RELATIONSHIPS both online and off
they start with TRUST
35% of facebook users PUBLISH CELL NUMBERS
How do you build ONLINE COMMUNITY TRUST: 1. 2. 3. 4. 5.
be be be be be
seen current transparent engaging sticky
are you STICKY?
THOUGHT LEADERSHIP
TA G G I N G & S H A R I N G
CONTENT
LIFESTREAMING
CONNECTING
So, what exactly is SOCIAL MEDIA?
MORE THAN FACEBOOK. MORE THAN A FAD.
More like the INVENTION OF THE PRINTING PRESS than the internet.
HOW I USE SOCIAL MEDIA in 140 Characters or Less.
FACEBOOK: Connect with 37 years of friends and family, remember how many things we all have in common and hope they remember me as a marketer.
TWITTER: Connect, listen, share, and converse in real time with the great minds of people that I have no other way of reaching.
LINKEDIN: Connect with professional peers, share networks and share ideas. Stay current with industry news, trends and other’s unique perspectives.
DELICIOUS: Bookmark content I like. See how many others like it. See what else they like. No folders. Tags keep it all simple to find when I need it.
FLICKR: Photos are just cool to look at. But as you use these SM tools, it is a great place to post your images so you can feed them to other sites.
BLOGS: I am a skimmer. For stories, perspectives, research and inspiration. From housewives to CEO’s, everyone has great opinions to share.
MY BLOG: Keeps me sharp and keeps me thinking. Makes me form solid opinions and I always try to provide value to the readers. I do not do it enough.
WHERE do you begin?
begin with DIGITAL PRESENCE
YOU.COM
K S
G IN AR
DESIGN
SH
ADMIN
PEOPL E
L
CS
PI
HTML
CONTENT
K S
EOS
VID CMS
DB
YOU.COM GUI
KEYWORD SEARCH
YOU.COM
PUB
LIS
OPEN SOURCE
FLASH
NT
S
OG
DARS
SS
BL
DESIGN
CALEN
SUPPORT
PR
&
NE
W
HIN
S
G
DB
OPEN SOURCE
EOS
VID GUI
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DARS
DEVELOPMENT
OG BL
SUPPORT
CLIENT ACCESS
KEYWORD SEARCH
YOU.COM
&
NE
W
HIN
S
G
CONTENT SHARING
CS
PI
HTML
CONTENT
CMS
SH AR IN G
DESIGN
PEOPL E
ADMIN
CALEN
CURRENT CONTENT
DIGITAL PRESENCE is about more than a Web site.
CMS
DB
OPEN SOURCE
SUPPORT
HTML
EOS
VID GUI
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DEVELOPMENT
KEYWORD SEARCH
YOU.COM
DARS
CLIENT ACCESS
SH AR IN G
PEOPL E
CS
PI
&
NE
W
HIN
S
G
CONTENT SHARING
CONTENT
DESIGN
OG BL
CURRENT CONTENT
ADMIN
CALEN
DIGITAL PRESENCE is about content sharing.
DB
OPEN SOURCE
GUI
EOS
VID
PUB
LIS
FLASH
DESIGN
PR
DESIGN
S
DARS
DEVELOPMENT
OG BL
SUPPORT
CLIENT ACCESS
KEYWORD SEARCH
YOU.COM
&
NE
W
HIN
S
G
CONTENT SHARING
CS
PI
HTML
CONTENT
CMS
SH AR IN G
DESIGN
PEOPL E
ADMIN
CALEN
CURRENT CONTENT
DIGITAL PRESENCE is about driving more web traffic.
EOS
HTML
PI
CS
DESIGN
DESIGN
S
DEVELOPMENT
OG BL
DARS
CALEN
E
PEOPL
CLIENT ACCESS
&
NE
HIN
G
W
S
ADMIN
VID
PR
S DESIGN
NG
SUPPORT
FLASH
CONTENT
KEYWORD SEARCH
YOU.COM
GUI
OPEN SOURCE
LIS
DB
PUB
CMS
NG
SHI
PUB LI
KEYWORD SEARCH
YOU.COM
GUI
CONTENT SHARING
SH AR IN G
PEOPL E
DARS CALEN
S OG L B
EOS
VID
HA RI
CURRENT CONTENT
FLASH
HTML
OPEN SOURCE
&
PR
S
NE W
DB
DESIGN
CMS
SUPPORT
CONTENT
CS
PI
CURRENT CONTENT
DESIGN
CLIENT ACCESS
ADMIN
DEVELOPMENT
DESIGN
DIGITAL PRESENCE requires a robust CMS for timely updates.
WORDPRESS, JOOMLA, OR DRUPAL.
Be a pioneer. GET CREATIVE.
LIVE UPDATES
INTERACTIVE MAPS
INTERACTIVE MAPS
O
R
PM
T
D
EN
I ES
T
G
N
PE N
O
RT
PP O
SU
E
N
C
E
T
C
R
U
SO
O
N
S
M
C
N
IG
ES
D
AS H
FL
B
D
T
N TE N
O
C
IN
M
AD
I
G U
CA
M
O
.C
U
YO
L
TM
H
ES
D IG N
PICS
SHA
RING
LE
VID K EO SE EY S A WO R C RD H
P
P EO
EASE OF USE:
G
PU BL IN ISH
GS
BLO
LE AR
ND S
this is a live twitter feed
PR & NEWS
C
O
N
T
E
N
T
BECOME A RESOURCE
sTART A DIALOGUE. Not a monologue.
CUSTOMERS ARE.
LEADS to TOURS to SALES to ADVOCATES.
Focus on the CONVERSION?
Focus on the CONVERSATION.
INbound marketing is about being where they cast.
THE PROOF. It’s in the pudding.
so7fortworth.com
so7fortworth.com
Should I put my INVENTORY ON THE WEB?
IT ALREADY IS.
Do they love you? Or, are you the least annoying?
SERVICE, not selling.
BE THE LEAST ANNOYING.
FIVE THINGS TO REMEMBER: 1. 2. 3. 4. 5.
Be relevant. Be engaging. Be authentic. Be transparent. Listen.
FIVE simple TO DOs*: 1. Google Analytics 2. Content Management 3. Organic Search 4. Social Media 5. Online PR
* There is no selling season online.
WILL THIS BE YOU?
thank you.
JAMI MULLIKIN jami @ hillmullikin.com
www.hillmullikin.com/blog
