Surveying the landscape

Making the right choicesIn new media

Presented by

The history of social media

Social and New Media:

Tools to

Seek

Find

Share

information online

Why care about social media?

Control

Cost-effective

Nimble

Drives conversation

Your audience is already there

New Expectations

93 percent – Should have a social media

presence

85 percent– Should interact with

consumers via social media

56 percent – Stronger connection/ better

served by companies via social media

Cone Business in Social Media Study

BUT WHYYYYYYY?

Why consumers like social media

• People trust “someone like me” more than authority figures in business, government, or media

People trust “someone like me” more than

authority figures in business, government, or media

Word of mouth: Mayo Clinic

91 people 40 people

85 percent would recommend

Word of mouth: 84 percent

source of info

REMEMBER:

Social media eliminates

inertia and friction

Pushing

ReceivingTRUST

INFORMATION

Using New Media

Tools +

Case studies

NO NEED

Social Media and Commercial Real Estate

Real estate is about buildings.

Buildings are in places.

Social media is about communities.

It’s a good match.

“Placemaking” in social media

• Be more than a presence– Go beyond Facebook; LinkedIN; Twitter

• Potential next stop: social/mobile– Mobile search up 500 percent in last two years.

• Mobile means– Placemaking on FourSquare, Yelp, YouTube– Geo-marketing (Foursquare)

• Tags users, connects them with people• Similar locations or share information

– For example, encourage tenants to check in; create a hashtag– It’s making a place matter – on-line

• Placemaking means community

• Be more than a presence

• Potential next stop: social/mobile• Mobile search up 500 percent in last two years.

• Mobile means• Placemaking on FourSquare, Yelp, YouTube – Geo-marketing

• Tags users, connects them with people

• Similar locations or share information

• For example, encourage tenants to check in; create a hashtag

• It’s making a place matter – on-line

• Placemaking means community

• Goal: Motivate local citizens to attend public hearings and testify in favor

• Strategy: Earn public trust for White Flint, based in Montgomery County, MD

• Tactics: Community outreach campaign

Synthesis of traditional and new media

Facebook

Blog posts

Interactive web site

• Results: 400+ prodevelopment letters sent to the town.

Amplify numerous voices of support from communities that had antidevelopment leadership.

Typical developers avoid the media,

but if you can tell the right story…you can win.

Case study

Choose wisely, you must

Who do you want to reach?

What will you accomplish?

How will you enhance relationships?

Brainstorm:

WWMRD?

Creating

a neighborhood

Agonizing about new media is like

debating

gravity

Questions?

?