pull marketing - community engagement leveraging twitter

© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1

Innovative Community Engagement Strategies

Patrick KitanoManaging PrincipalDomus Consulting Group


AGENDA

1. Community engagement basics2. Marketing basics3. Integrating community

engagement and marketing4. Tactics: How to create a

Community Media Presence5. Be the Media!


Community Engagement Basics

1.Make people happy



1.Make people happy2.Always be useful



1.Make people happy2.Always be useful 3.Always be there


Marketing Basics 1.Spend your time wisely



2.Let others market you



2.Let others market you 3.Automate / syndicate /

amplify / scale


So, how do I engage my community while optimizing my marketing opportunities?


Make people happy

Show loveComment

Like


Make people happy

Show recognition

Recognize your community by adding them to Twitter Lists


Make people happy

Show respect

Retweet


Social networks Blogging

The “Social Media” is MediaAlways

be useful

Broadcast your expertise like media would


Always be useful

Provide services to your community

Create local media sites and curate your

community


Always be useful

Teach your community how to use social media for their businesses


Always be there

Everybody wants it now

The Social Media has spawned the

real time web


Always be there

If you’re there, you are branding yourself

The Social Media brands you just like

advertising does


Now to Marketing

Leverage the social media for business development


Fundamental distinction

On the social media, you are no longer “marketing” yourself. You are engaging with your community.

For the remainder of this presentation, we will not use the word

“marketing”


Spend your time efficiently

Some networks cast a wider community net than others


Most social networks are closed…

friends need to “confirm” they are friends


Twitter is an open network…

Anybody can “follow” anybody


Community engagement is faster in open networks

Facebook & LinkedIn are more

“intimate”

But Twitter builds community

networks quicker


Communication is different on each network

Personality rules on Facebook

It’s like a barber shop


Twitter is more like mass media

With Twitter, you can be personable like on Facebook PLUS broadcast how you serve your community


Tactics:

How to create a Community Media Presence

Be the Media!


Problem

“Following” your community as a REALTOR is seen as just another lead generation ploy


Promote your Community

Curating and showcasing your community and its businesses is a community service

Garner appreciation from your community’s

business leaders


Automate community service

Curating systems can be built in less than 8 hours


Automation is key to branding

Curating systems can be built in less than 8 hours & require no maintenance because they ALWAYS broadcast in real time


Local news attracts community traffic

No other site chronicles local news in real time


Local news attracts community traffic

A2Breaking News averages 200 clickthroughs per day with 179 followers


Community news is viral

Your “brand” is amplified because the community listens to your feeds

Continuous 24-by-7

exposure


Breaking News Network

Most Innovative Media 2009


Train your community

Provide a social media training platform to your civic associations so their members can participate


Brokerages and Associations

Provide your community with local breaking news on its housing markets


Community engagement is more powerful than “marketing” because it positions you at the hub of your society and attracts people to you


Thank you

Patrick KitanoManaging [email protected](415) 573-2481

pull marketing - community engagement leveraging twitter

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