Apps, said Ian, currently, can only be used by iPad owners, who account for only 16 per cent of the mobile phone market, or Android phones, which account for 33 per cent of the market, or Symbian phones, which account for 31 per cent of the market, or RIM phones which account for just four per cent of the market. So you have to create several different Apps if you want to reach a decent chunk of the market, not just one.


However, if you have a mobile website, your offering can be accessed by everyone with a smartphone or tablet. Ian’s session was very


well received as lightbulb moments took place across the theatre, with delegates suddenly appreciating the logic of Ian’s presentation; after all, limiting your market is the complete antithesis of social media, and that is not what you want.


14 JULY 2011 PROPERTYdrum


SOCIAL MEDIA AND KEY OBJECTIVES Tracy Falke was back on stage encouraging delegates to “dive right in!” to social media. No paddling allowed, Tracy demonstrated the need to nail business objectives and target audiences, ensuring a decent return on your investment. The objectives may be lead generation, sales, brand awareness, reputation and crisis management, service, market intelligence, cost efficiencies... the point being that if you don’t know your aims are, you surely will not achieve them. This has always been the same; basic business blocks, but it is easy to lose sight of the basic purposes of marketing.


These new opportunities mean that while the


objectives remain the same, the routes evolve. You want to be driving traffic to your website –


not just your physical, street front door; and you want to be engineering a far


greater range of “Amplified Public Relations Messages” – it has never been possible to reach so many people at such low cost, in terms of finance and effort.


THE BIG FOUR MARKETING CHANNELS We’ve all heard the names, Twitter, Facebook, YouTube and LinkedIn. There are dozens, hundreds, more. But Nicola Hicks, community Manager at Powershift Media, understands much more about them. Nicola described the different identities, explained where their various markets lie, which is good for what purpose and how you can decide where to focus your own activities. “Stop worrying” says Nicola and learn to love Social Media. Nicola went right from the stage of


setting up accounts on each of the main media, finding contacts, tweeting carefully by understanding what can be seen and read by whom. Moving on through the fields, she discussed developing your page on Facebook and bringing your YouTube channel to life.


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