© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary. page 1 Innovative Community Engagement Strategies Patrick Kitano Managing Principal Domus Consulting Group
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 1
Innovative Community Engagement Strategies
Patrick KitanoManaging PrincipalDomus Consulting Group
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 2
AGENDA
1. Community engagement basics2. Marketing basics3. Integrating community
engagement and marketing4. Tactics: How to create a
Community Media Presence5. Be the Media!
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Community Engagement Basics
1.Make people happy
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Community Engagement Basics
1.Make people happy2.Always be useful
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 5
Community Engagement Basics
1.Make people happy2.Always be useful 3.Always be there
© 2009 Domus Consulting Group. All rights reserved. Confidential and proprietary.page 6
Marketing Basics 1.Spend your time wisely
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Marketing Basics 1.Spend your time wisely
2.Let others market you
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Marketing Basics 1.Spend your time wisely
2.Let others market you 3.Automate / syndicate /
amplify / scale
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So, how do I engage my community while optimizing my marketing opportunities?
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Make people happy
Show loveComment
Like
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Make people happy
Show recognition
Recognize your community by adding them to Twitter Lists
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Make people happy
Show respect
Retweet
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Social networks Blogging
The “Social Media” is MediaAlways
be useful
Broadcast your expertise like media would
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Always be useful
Provide services to your community
Create local media sites and curate your
community
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Always be useful
Teach your community how to use social media for their businesses
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Always be there
Everybody wants it now
The Social Media has spawned the
real time web
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Always be there
If you’re there, you are branding yourself
The Social Media brands you just like
advertising does
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Now to Marketing
Leverage the social media for business development
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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”
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Spend your time efficiently
Some networks cast a wider community net than others
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Most social networks are closed…
friends need to “confirm” they are friends
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Twitter is an open network…
Anybody can “follow” anybody
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Community engagement is faster in open networks
Facebook & LinkedIn are more
“intimate”
But Twitter builds community
networks quicker
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Communication is different on each network
Personality rules on Facebook
It’s like a barber shop
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Twitter is more like mass media
With Twitter, you can be personable like on Facebook PLUS broadcast how you serve your community
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Tactics:
How to create a Community Media Presence
Be the Media!
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Problem
“Following” your community as a REALTOR is seen as just another lead generation ploy
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Promote your Community
Curating and showcasing your community and its businesses is a community service
Garner appreciation from your community’s
business leaders
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Automate community service
Curating systems can be built in less than 6 hours
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Automation is key to branding
Curating systems can be built in less than 6 hours & require little maintenance because they ALWAYS broadcast in real time
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Community news is viral
Your “brand” is amplified because the community listens to your feeds
Continuous 24-by-7
exposure
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Train your community
Provide a social media training platform to your civic associations so their members can participate
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Brokerages and Associations
Provide your community with local breaking news on its housing markets
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Community engagement is more powerful than “marketing” because it positions you at the hub of your society and attracts people to you
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Thank you Real Estate Tomato for producing Virtual BarCamp
Patrick KitanoManaging [email protected](415) 573-2481