Are you

SOCIALLY AWKWARD?
AMENITY COMMUNITIES MARKETING SUMMIT

O C TO B ER 19, 20 0 9
So, what exactly is
SOCIAL MEDIA?
As most of us know it, it was
BORN ON February 4, 2004
In the first 24 hours there
WERE 1,500 REGISTERED
USERS AT HARVARD
 Opened in 2006 to
everyone over age 13,
12 million users
 10.07 50 million users
08.08 100 million users
05.09 200 million users
 OCTOBER 2009
300 million users
5.5 years old
5.5 years old?
So, can anyone really be a
SOCIAL MEDIA EXPERT?
So, can anyone really be a
SOCIAL MEDIA EXPERT?
I am not.
 I am, however, a
MARKETING STRATEGIST.
so, where does social media
FIT INTO MARKETING?
no,

really?
marketing:
any effort that assists or
supports a sale (or a goal)
positioning
lead generation
conversion
positioning
lead generation
conversion
FOUR ESSENTIALS
to effective positioning:
1. distinctive
2. frequent
3. consistent
4. relevant
FOUR ESSENTIALS
to effective positioning:
1. distinctive
2. frequent
3. consistent
4. relevant
marketing Relevance.
is creating meaning
with your audience.

positioning
 are you truly
RELEVANT?
 OUTBOUND
HIGH COST

Why is SOCIAL MEDIA

relevant now? TRADITIONAL
M EDIA

E X P E R I M E N TA L

PROVEN
WORD OF
M OUTH

SOC I A L
MED I A

LOW COST
INBOUND
 OUTBOUND
HIGH COST

Why is SOCIAL MEDIA

relevant now? TRADITIONAL
M EDIA

E X P E R I M E N TA L

PROVEN
WORD OF
M OUTH

SOC I A L
MED I A

TRACKABLE
LOW COST RESULTS
INBOUND
Is this a SOCIALly
awkward situation
for you?

(A show of hands please?)

WHAT ARE YOU AFRAID OF?
 WHAT ARE YOU AFRAID OF?

twitterphobic?
A fear of doing something wrong.
 WHAT ARE YOU AFRAID OF?

twitterphobic?
A fear of doing something wrong.

control freak?
A fear of hearing what people
actually have to say.
 WHAT ARE YOU AFRAID OF?

twitterphobic?
A fear of doing something wrong.

control freak?
A fear of hearing what people
actually have to say.

snake oil?
Who can I trust?
 WHAT ARE YOU AFRAID OF?

twitterphobic?
A fear of doing something wrong.

control freak?
A fear of hearing what people
actually have to say.

snake oil?
Who can I trust?

analysis paralysis?
I am overwhelmed, where do I begin.
 what does
RESEARCH TELL US?
84%
of people buying real estate use
the internet as a primary resource
National Association of Realtors, 2007
82%
will trust the recommendations
of a stranger online before believing
claims in your paid advertising
MCCANN WORLDWIDE, 11.08
58%
actively participate in social media
MCCANN WORLDWIDE, 11.08
55%
post and share personal photographs
MCCANN WORLDWIDE, 11.08
who uses facebook?
35+
fastest growing age group in US 2009
istrategylabs.com, 06.09
190%
ages 35-54 in 2009 in US
istrategylabs.com, 06.09
514%
a ges 55+ in 2009 in US
istrategylabs.com, 06.09
26
million
ages 35+ in 2009 in US
istrategylabs.com, 06.09
your NEW TARGET audience
ALL ABOUT RELATIONSHIPS.
 RELATIONSHIPS
both online and off
they start with TRUST
35%
of facebook users
PUBLISH CELL NUMBERS
How do you build
ONLINE COMMUNITY TRUST:
1. be seen
2. be current
3. be transparent
4. be engaging
5. be sticky
are you STICKY?
 CONNECTING

LIFESTREAMING

CONTENT

TA G G I N G & S H A R I N G
SOCIAL MEDIA?
So, what exactly is

THOUGHT LEADERSHIP
MORE THAN FACEBOOK.
MORE THAN A FAD.
 More like the INVENTION OF THE
PRINTING PRESS than the internet.
HOW I USE SOCIAL MEDIA
in 140 Characters or Less.
 FACEBOOK: Connect with 37 years of friends
and family, remember how many things we all have in
common and hope they remember me as a marketer.
TWITTER: Connect, listen, share, and converse
in real time with the great minds of people
that I have no other way of reaching.
 LINKEDIN: Connect with professional peers,
share networks and share ideas. Stay current with
industry news, trends and other’s unique perspectives.
DELICIOUS: Bookmark content I like. See how many
others like it. See what else they like. No folders.
Tags keep it all simple to find when I need it.
 FLICKR: Photos are just cool to look at.
But as you use these SM tools, it is a great place
to post your images so you can feed them to other sites.
BLOGS: I am a skimmer. For stories, perspectives,
research and inspiration. From housewives to
CEO’s, everyone has great opinions to share.
MY BLOG: Keeps me sharp and keeps me thinking.
Makes me form solid opinions and I always try to
provide value to the readers. I do not do it enough.
 WHERE
do you begin?
 begin with
DIGITAL PRESENCE
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WORDPRESS,
JOOMLA,
OR DRUPAL.
Be a pioneer.
GET CREATIVE.
LIVE UPDATES
INTERACTIVE MAPS
INTERACTIVE MAPS
 T
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this is a live twitter feed
EASE OF USE:
BECOME A RESOURCE
sTART A
DIALOGUE.
Not a
monologue.
CUSTOMERS ARE.
 LEADS to
TOURS to
SALES to
ADVOCATES.
Focus on the CONVERSION?
Focus on the CONVERSATION.
INbound marketing
is about being where
they cast.
THE PROOF.
It’s in the pudding.
so7fortworth.com
so7fortworth.com
 Should I put my
INVENTORY ON THE WEB?
IT ALREADY IS.
 Do they love you?
Or, are you the least annoying?
SERVICE, not selling.
BE THE LEAST ANNOYING.
FIVE THINGS TO REMEMBER:
1. Be relevant.
2. Be engaging.
3. Be authentic.
4. Be transparent.
5. Listen.
FIVE simple TO DOs*:
1. Google Analytics
2. Content Management
3. Organic Search
4. Social Media
5. Online PR

* There is no selling season online.

WILL THIS BE YOU?
 thank you.

JAMI MULLIKIN
jami @ hillmullikin.com
www.hillmullikin.com/blog