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Susan Fitz-Gibbon is director of Fitz-Gibbon
The Social Contact F
itz-Gibbon has always liked to be ahead of the game in lettings so when Social Media arrived as a new marketing tool, Fitz-
Gibbon grabbed the social bull by the horns and invested heavily in making sure it was well fed – by anyone with a Smartphone, Twitter account or tablet PC. So why the rush? And what are the rewards?
DS When did you realise Social Media Marketing was important? SFG I was acutely aware that the market was changing a few years ago, thanks to having three sons. The way they communicated with their peers and searched for information was completely different – it was only a matter of time before Social Media Marketing reached the business arena and would change the way we do business. So we already had a strategy in place when this style of communication entered the mainstream and was given a ‘label’. Although we do business differently now,
we still realise some clients and tenants have yet to buy into it – and that’s OK. Social Media Marketing is an important part of our overall marketing strategy but we tailor our communications to reach people in the way they want us to.
DS So what did you actually do? SFG We opened communication streams on Facebook and Twitter and embedded the links to both in our emails. Facebook and Twitter opened a wide gateway that helps us reach and hear from hundreds of people. Our on-line ‘E-zine’ (created for Fitz-Gibbon by Flamefish Media) currently has over 3,500 subscribers. It can also be accessed via ‘buttons’ on our website and emails. The E-zine is delivered directly to their inboxes every month with our market news and interesting articles. Meanwhile, we developed our mobile and tablet based website which went live in September. It’s already a huge success,
www.negotiator-magazine.com www.the-negotiator.co.uk
Danielle Simpson talks to Susan Fitz-Gibbon, (above) Director of Fitz-Gibbon, a London agency with a healthy respect for new technologies. Susan attended the Propertydrum Social Media Marketing (SMM) Conference which, she says, developed both her knowledge and enthusiasm for SMM.
speedy access to all our information. With Twitter we quickly found that we were having open discussions with landlords and home- searchers rather than the short ‘tweets’ one would expect. If we can’t assist at that point many tweeters are keen to have lasting dialogue and we often end up helping them. Fundamentally, social media marketing
marketing strategy and its success is closely monitored.”
“Social media is key to our
enhancing the experience for those searching for property using mobile applications. We’ve invested in a sophisticated system that is not phone specific so it can be used on all Smartphones, laptops and tablets. Users simply text FG to 84840 or scan our Quick Response (QR) code to gain immediate access to our website. Our QR codes appear on our business cards, adverts and high street office windows too.
DS How well has it worked? SFG Our marketing has spread to attract a much wider audience because people want personalised communication tailored to their lifestyle. QR codes enable unprecedented and
is a green way to communicate and generates cost savings; our monthly magazine E-zine is just one example and it’s delivered directly to a subscriber’s inbox so there is no print, postage or delivery costs. We regularly hear from readers seeking information or who wish to sell or let their property through us. On-line magazines ensure readers remain in control, as they can subscribe or unsubscribe at any time. People appreciate that.
DS And the plans for the future? SFG We work hard to remain one step ahead and are conscious we reach people from all generations – the younger generation can see that we are forward thinking and they value that. Social Media Marketing is key to our marketing strategy so we’re taking time to ensure that our staff understand its benefits. We‘re sending fewer emails these days and being successful proponents of change involves staff at every level of the company – from Directors posting tweets to Administrators logging information in a different way. We continue to track the source of enquiries
and now we that have the new mobile website and QR codes, along with traditional web advertising and other media, we are monitoring them closely. Again training is paramount to ensure staff log and communicate information accurately and pass any feedback on. Even when products are in their infancy we’ll
never dismiss a new technology, we assess the impact it’s likely to have; investing in those that add to our brand’s value and increase our market share.
TheNegotiator l Xxxx 20XX l 33 TheNegotiator l March 2012 l 33
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