60 day sm strategy to sell condo developments

social media for cool corporations

Digital and Social Media
Strategy and Solutions
60 Day Campaign

Project Objectives

Primary
o Book sales appointments with sales agents
o Grow fan base 5x current Likes (3,000) over 60 days

Secondary
o Grow prospect databases for ongoing property sales
o Increase lifestyle/brand awareness in your customer and prospect communities
o Maintain prospect connectivity to reduce future customer acquisition cost

Proven Strategies
3

Strategy is how you differentiate
How to engage key demographics
• Participation Strategies
– Leverage social media concepts and initiatives that have proven to be effective
within the target demographic (your existing customer, prospect communities
and datasets )
– Build apps and promotions that appeal to key market segments and social
media behavior within those segments
• Content Strategies
– Leverage user generated content (UGC) -a major trend in the last 5 years
(YouTube, Facebook, Twitter, Pinterest).
– Enable your target demographic to create and curate content & themes that
reflect your development brand.

Proven Strategies
4

Strategy is how you differentiate
• Sharing Strategies
– Develop robust sharing tools and incentives that encourage your target
demographic to introduce your lifestyle brand to their communities.

Its not just about the target consumer – its about their 130 friends

1 x 130x 130² = exponential growth

“93% of consumers identify word of mouth as the best, most reliable source of
information about products and services…”

“Recommendations from personal acquaintances or opinions posted by
consumers online are the most trusted forms of advertising…”

Tactics Employed
The way to get more Likes & appointments is a better online user experience and getting
consumers to Share with their networks more often. A better user experience comes from
applications that get the prospect involved and creates incentives for them to take action.

RESULTS COME FROM CONNECTING ALL THE PIECES AND KEEPING ENGAGED

Applications used to incentivise-
• FB Sweepstakes Grand Prize
• Pinterest Pin it, Win it (3x entries for Sweepstakes)
• Appointment Booker (4x entries for Sweepstakes)
• YouTube Video (share it and get 2x entries for Sweepstakes)

The actions the clients will take in return are –
• Give us their information through Likes
• Share this information with their friends
• Booking appointments with an agent

Tactics Employed
We create more ways to access these applications by-
o Market to current Likes- incentivises them to go to apps to Share & book appointments
o Do a FB Ad buy – incentivises prospects to go to apps to Like, Share & book
appointments
o Run a campaign to existing email database – incentivises them to go to apps Like, Share
& book appointments
o Put QR codes on print – use QR codes that connect direct to apps so they Like, Share &
book appointments
o Run viral YouTube viral campaign – run a campaign to get 1M views of current YouTube
property video
o Connect ALL the social media, websites and videos so the more clients can Like, Share &
book appointments regardless of the application they are on.
o Create Twitter account for special event- Tweet about show activities to followers to
drive them to apps

We use a content management platform, such as Hootsuite, to post new
content (activities, incentives, promotions) to digital properties.

Technologies Used
Custom and Standard Social Media applications
o Facebook Sweepstakes App
o Facebook Appointment Booker App
o Pinterest Pin it, Win it App
o QR Codes & print integration
o Google+ Brand launch
o YouTube Viral Video Strategy

Business Intelligence Reporting tools
o Real Time campaign monitor dashboard
o Tracking, ROI and metrics reporting
o Detailed analytics
o Consumer data management
o Customized tracking systems to monitor & report on participant interactions

Facebook Sweepstakes application
8

Facebook Sweepstakes App:
o Fan gated Sweepstakes App, integrated with Facebook

o Goals: drive traffic and capture potential buyer data, consumer engagement, drive fan growth
and viral sharing

o LINKS TO BOOK AN APPOINTMENT ( WITH EXTRA INCENTIVE REWARDS )

Call to action via digital/traditional channels driving traffic to FB - leverage media:

“Like us and enter to win our “Win $5000 of Home Furnishings”
•email blasts •Print advertisements

•Condo dev Twitter feed •Online

• Sponsor Twitter Feeds •Direct Marketing

•FB wall posts •Condo dev profile picture

•FB media buys •Pinterest

9

Step 1: Fan Gated- users must ‘Like’ the
Facebook page

Step 2: Splash page – Contest details, prizing etc.

10

Step 3: Users fill out the contest entry form – buyer info

Name, Age, Postal Code, Email, Mobile number etc.
oEmail sign up
oDrop down menus
oSegmentation E.g. “Choose a Property 1 ,2 ,3
bedrooms”

11

Step 4: Good Luck Page - Share it!

o Post to profile

o Share for double entries

oInvite friends

Facebook Appointment Booker application
12

Appointment Booker: Private Presentation with a sales agent
o Fan gated App, integrated to Facebook to schedule an appointment to see their
favorite property and keep FB community engaged and aware of new and exciting
offerings ($5000 giveaway etc.)

o Goals: drive appointments, capture potential buyer data and product preferences,
future buyer engagement, drive fan growth and viral sharing with other potential
buyers


“Like us and enter to win weekly prizes!”
•Weekly email blasts •QR Signage ads profile picture

•Condo dev Twitter feed •Online •Youtube videos
(embedded)
•FB wall posts •QR Direct Marketing

•FB media buys • Condo development

13

How it works
o Facebook Appointment Booker is a call to action using digital
and traditional marketing tools (ie QR codes as a gateway)
o Participants enter via Facebook to view, browse and schedule
an appointment at their leisure from their smartphone or
computer
o Plus they are automatically entered to win your Facebook
Sweepstakes
o Extra points earned for Sharing with FB networks


Step 1: User is prompted to
‘LIKE’ your condo Facebook
App. This automatically
posts on their user Timeline


Step 2: simply View & Select a
Property

• Roll over what Floor level you want
to live on, click on it
• Choose a floor plan, click on it to
view


Step 3: take a virtual tour inside & click
for a private viewing

• Roll over rooms to see
pictures

For you own private
presentation
CLICK
HERE


Step 4: Book a Personal
Presentation with
a sales agent

Users select a time on their realtors
calendar which works best for them


Step 5: Register to complete booking
& be automatically entered into FB
Sweepstakes

Users fill out the input form to finalize
booking – data collection opportunity

oName, Age, Postal Code, Email,
Mobile number etc.
oEmail sign up
oDrop down menus
oSegmentation E.g. “Enter to win
$5000 of Home Furnishings”
oPost to my profile!

Pinterest ‘Pin it, Win it’ application
19

How it works
o Pinterest ‘Pin it, Win it’ is a call to action using digital and
traditional marketing tools (ie QR codes as a gateway)
o Participants enter via Pinterest to find view, browse and
schedule an appointment at their leisure from their
smartphone or computer
o Plus they are automatically entered to win your Facebook
Sweepstakes
o Contestants earn extra points that are converted into extra
entries to win with the Sweepstakes

20

Pinterest ‘Pin it, Win it’ app – select your favorite home furnishings & show them off to
win
Pinterest App, use Pinterest to choose your favorite home furnishings (& personal care products),
share them with your network earns you points,

Goals: create buzz and capture potential buyer data and product preferences , future buyer
engagement, drive fan growth and viral sharing with other potential buyers


•Weekly email blasts •QR Signage ads •Youtube videos
(embedded)
•Condos Lumière Twitter •FB Apps
feed
•QR Direct Marketing
•FB wall posts
• Condos Lumière profile
•FB media buys picture


Step 1: Create a
‘furnish my new home’
Pinterest board

Step 2: Find and ‘Pin’
individual household
& personal items you
like best. Follow them
& they follow you

22

Step 3: Like it and post it on
your FB timeline, earns
you points.

23

Step 3: Share it on your FB
network, and earns more
points. The more people
that you share it with, the
more points you get to
win.

QR code & print integration
24

How it works
o QR (Quick Response) codes are a two-dimensional matrix bar code that is used to
identify products.
o QR codes are printed on any traditional print job. If the job is already printed
stickers can be made and added
o QR codes are read by software thru the camera on smartphones and act as a
gateway to digital applications.
o Unique QR codes are generated to connect to each Facebook, Pinterest, Youtube
and website application.
o Most smartphones either come with a QR code reader (or they are free to
download).
o Once the code is read you are redirected to the digital application. QR codes can
be created for combinations of postal codes and applications. This means one
postal code may have 4 unique QR codes for each application, thus 5 postal codes
would require 20 codes

25

QR code integration– QR codes are placed on all printed materials
such as brochures, flyers, booklets and business cards
Goals: capture potential buyer data and product preferences from
all printed materials, expand your digital footprint by connecting
it with the reach of print distribution.
QR codes will link all digital applications and with printed products.
It will also provide feed back on which printed products are most
effective, thus lowering printing cost waste

26

Printed
materials
with QR code

Analytics tell us
who looked at
print materials
and where they Smartphone reads
came from code, opens
Lumière app

Google + Lumière Launch
27

How it works
o Google + your condo development Launch will be a comprehensive brand
marketing launch on Google+ new brand profile pages.
o Google + is the fastest growing social network, incorporating a high level of
awareness for brand pages. It incorporates strong Google applications and sharing
tools for touching & managing multiple networks.
o This will leverage all existing social media activity under one comprehensive roof.
o It will allow you to build and expand on its growing fans and prospect community.

YouTube Viral Video Strategy
28

How it works
o YouTube Viral Video Strategy is designed to put the current & future videos of
your development in front of 1 Million viewers
o YouTube Viral Video Strategy will have a call to action that connects it to one of
the social media applications
o YouTube Viral Video Strategy will also be embedded in FB landing page so clients
do not have to leave FB to view it, Like it and Share it
o YouTube Viral Video Strategy will be part of the Google + Launch
o New condo phase development videos will be launched on when they become
available, building upon success of other videos and creating more reach

YouTube Viral Video Strategy
29

Multiple social
connections to
posted your
YouTube video

Results in call to
action social apps

Business Intelligence Reporting tools
30

Detailed customer profiling data provided:
1. Number of participants
2. Number of detailed customer profiles collected
3. Number of visits to each page within the application
4. Number of uncompleted entries (to determine drop-off rates)
5. Email newsletter opt-ins & opt-outs
6. Viral marketing tool usage (Number of autotweets, Invites to friends, Posts to Profile)
7. Click-through from the application to an external site
8. Percentage change in Facebook fanbase
9. Average time spent on the Facebook page
10. Percentage change in Pinterest followers
11. Traffic sources
12. Activity per user (e.g. appointments booked, entered contest, voted)

G Social is a division of 31

G Spot Social Media
We combine 25 years of online and
traditional media approaches with
one goal – sell stuff.

If you would like to find out more
about this strategy and our other
services email us at
brad@sonorgraphics.com or
call 514.561. 9091

THANK YOU

60 day sm strategy to sell condo developments

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