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Pull marketing - Community Engagement leveraging Twitter
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Transcript of Pull marketing - Community Engagement leveraging Twitter
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1
Innovative Community Engagement Strategies
Patrick KitanoManaging PrincipalDomus Consulting Group
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 2
AGENDA
1. Community engagement basics2. Marketing basics3. Integrating community
engagement and marketing4. Tactics: How to create a
Community Media Presence5. Be the Media!
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 3
Community Engagement Basics
1.Make people happy
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 4
Community Engagement Basics
1.Make people happy2.Always be useful
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 5
Community Engagement Basics
1.Make people happy2.Always be useful 3.Always be there
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 6
Marketing Basics 1.Spend your time wisely
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 7
Marketing Basics 1.Spend your time wisely
2.Let others market you
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 8
Marketing Basics 1.Spend your time wisely
2.Let others market you 3.Automate / syndicate /
amplify / scale
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 9
So, how do I engage my community while optimizing my marketing opportunities?
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 10
Make people happy
Show loveComment
Like
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 11
Make people happy
Show recognition
Recognize your community by adding them to Twitter Lists
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 12
Make people happy
Show respect
Retweet
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 13
Social networks Blogging
The “Social Media” is MediaAlways
be useful
Broadcast your expertise like media would
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 14
Always be useful
Provide services to your community
Create local media sites and curate your
community
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 15
Always be useful
Teach your community how to use social media for their businesses
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 16
Always be there
Everybody wants it now
The Social Media has spawned the
real time web
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 17
Always be there
If you’re there, you are branding yourself
The Social Media brands you just like
advertising does
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 18
Now to Marketing
Leverage the social media for business development
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 19
Fundamental distinction
On the social media, you are no longer “marketing” yourself. You are engaging with your community.
For the remainder of this presentation, we will not use the word
“marketing”
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 20
Spend your time efficiently
Some networks cast a wider community net than others
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 21
Most social networks are closed…
friends need to “confirm” they are friends
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 22
Twitter is an open network…
Anybody can “follow” anybody
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 23
Community engagement is faster in open networks
Facebook & LinkedIn are more
“intimate”
But Twitter builds community
networks quicker
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 24
Communication is different on each network
Personality rules on Facebook
It’s like a barber shop
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 25
Twitter is more like mass media
With Twitter, you can be personable like on Facebook PLUS broadcast how you serve your community
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 26
Tactics:
How to create a Community Media Presence
Be the Media!
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 27
Problem
“Following” your community as a REALTOR is seen as just another lead generation ploy
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 28
Promote your Community
Curating and showcasing your community and its businesses is a community service
Garner appreciation from your community’s
business leaders
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 29
Automate community service
Curating systems can be built in less than 8 hours
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 30
Automation is key to branding
Curating systems can be built in less than 8 hours & require no maintenance because they ALWAYS broadcast in real time
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 31
Local news attracts community traffic
No other site chronicles local news in real time
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 32
Local news attracts community traffic
A2Breaking News averages 200 clickthroughs per day with 179 followers
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 33
Community news is viral
Your “brand” is amplified because the community listens to your feeds
Continuous 24-by-7
exposure
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 34
Breaking News Network
Most Innovative Media 2009
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 35
Train your community
Provide a social media training platform to your civic associations so their members can participate
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 36
Brokerages and Associations
Provide your community with local breaking news on its housing markets
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 37
Community engagement is more powerful than “marketing” because it positions you at the hub of your society and attracts people to you
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© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 33
Thank you
Patrick KitanoManaging [email protected](415) 573-2481