The #SMM4PP panel
Deep concentration and copious note taking were the
order of the day at #SMM4PP!
CONTENT IS KING
Until social media was invented, most of us thought that content was what you found in a box of cereal, now we all know that it also means ‘what you write about’ on your website, on blogs and on social media sites. Nigel Lewis is Head of Content at the Digital Property Group and with his editing career in the national press and leading magazines, he knows a bit about getting the content right.
Nigel discussed why content is, indeed king – your readers will love interesting comment and links; your content gives
them a reason to send it on to
others, and it helps drive traffic to your website. The content can be about so much more than just a property you have for sale or to let, it could be about house prices in the area, property hotspots, celebrity sightings in your neighbourhood, all sorts of newsy interesting short pieces.
Your efforts will reap rewards – traffic to
your site, customer loyalty, free PR and that holy grail, more new clients!
FINDING YOUR CUSTOMERS ONLINE Who? What? When? Where? Why? These are the five Ws of Marketing, said Tracy Falke, Powershift Media. They are the basis of your strategy and when using social media, they are every bit as important as in any other form of marketing; probably even more important.
The #SMM4PP conference fi nished with two very well known agency leaders, Kevin Hollinrake of Hunters and Richard Palfreeman of Northfi elds, both of whom have embraced the whole social media model and used it with increasing success. They were joined by Chris Haines, from Evolvin and Tracy Falke to take questions from delegates which spanned many social channels, some sharp observances of time and cost commitment to social, as well as some expressions of amazement at the size of the challenge as they perceived it. All were answered eventually and this session underlined the deep and wholly justifi ed interest that leading agents across the UK are taking in Social Media Marketing.
Tracy explored who your clients might be, what they want, where you might find them and why it is so important to get your profile and your content right to attract your target audience. She talked about Platform Specific Tools, such as
Twittergrader.com, Facebook searches, LinkeIn groups, Klout and of course Google, explaining how these are all part of that ever growing toolbox and how understanding the ettiquette and the right way to use these tools, will make you a social media success.
MEASURING SUCCESS
Continuing the success theme, Tracy moved on to discuss monitoring your success, often
perceived as almost impossible, but in reality, with modern day metrics, almost everything ‘social’ is measurable. Web analytics present a vast array of data instantly that can tell you who your viewers are, how many of them have clicked onto your sites, how many tweets you have made – how many of them were retweeted, how many people ‘like’ you on Facebook, the list is long.
GETTING GOOGLED We all want to be high up on the search engine pages, getting Googled will take you there, as you use social media channels to communicate with your clients, your website becomes more and more visible. As it rises through the ranks, even more people will find you instead of your
PROPERTYdrum would like to thank: Digital Property Group for sponsoring the event Powershift Media for their amazing presentations Evolvin and Intelligent mobile for their support and presentations GMG Property Services, Estates IT, Brief Your Market and the NAEA and ARLA for their support All 180 delegates who joined us The IET at Savoy Place for its excellent hosting of the event.
If you missed this conference make sure you don’t miss the PROPERTYdrum National Conference on September 27th see page 10 – and let us know if you’d like to attend another dedicated Social Media Marketing Conference. Email:
Sheila@propertydrum.com
PROPERTYdrum JULY 2011 15
competitors, as your voice is heard above the social chatter, bringing more business, generating more comment and web ‘noise’. Tony King is Head of Search Marketing at the Digital Property Group; he is responsible for developing their search marketing strategy which may be different to the strategy needed by an estate agency firm – but no so very different. DPG and your firm are both looking for
audiences, viewers and, ultimately, clients. Tony spoke about client behaviours, their span of attention, what they seek, how they seek it and how they make the decision to ignore or buy from what they find online.
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