Presentation to Sales & Marketing Council of Builders League of South Jersey on April 7, 2010. Includes short overview of the business case for social media, an introduction to Facebook and some business strategies for content and distribution.

1. Social Media for Business
Facebook
Builders League of South Jersey
April 7, 2010

3. The Business Case
– What do people do when they want to
know or learn something?
– # of people engaged in social media
– Low cost/lead
– CREDIBILITY

4. The Business Case
• Selling homes is a retail business –
B2C/direct to consumer
• Opportunity to interact with
prospective customers
• Build relationships

5. Strategic Marketing Plan
• Identified targeted buyer
• Chosen location for community
• Designed homes, specifications
• Researched competition
• Set pricing
• Develop your USP; Set yourself apart
• Develop promotion plan…..

6. Traditional Tactics
• Model park / Signs
• Website
• Brochure/Collateral
• MLS
• Newspaper advertising
• Radio/TV
• Realtor relationships
• Site events
• Direct Mail

7. Social Media Goals
• Brand awareness
• Reputation management
• Lead generation
• Drive prospects to website/to
community
• Improve search engine ranking

8. Social Media Strategy
• LISTEN
– What are people saying about your
company/brand?
– Who is saying it?
• Engage in conversation
– With customers
– Other influencers
• Provide value through content

9. Facebook (400m users)
• Profile/Friends
– Personal* - 5,000 friends
• Page/Fans
– Business - No limits on fans
• Group/Members
– Causes
*This impacts business!

10. Decision
• Create a Page for Company?
• Create a Page for individual
community?

12. What do we talk about?
• What do people want to know? About
you? Your product? About the decision
to buy a home?
– Inform
– Interact
– Entertain

13. Developing Content
• Inform
– Market Info
– Practical/logistics
• How to buy…how to sell
• Interact
– With existing customers
– With prospective customers
– With unhappy customers

16. Developing Content
• How do people decide on which home
to buy???
– Schools
– Accessibility
– Affordability
– Appreciation
– Safety
– Prestige

17. Community Info
• Local amenities
– Restaurants, parks, entertainment,
shopping, medical
• Happenings
– Local kids teams, clubs, organizations,
township events
• Accessibility to . . .
– Employment centers, highways, the
Shore, mountains

18. Community Info
• News
– Open House
– Special site events/seminars
• Incentives for “FB fans only”
• Communicate with Realtors

20. Get Creative!
• Fun stuff
– K.Hov Recipe of the week
– “Jingle Jam” – win $3,000
– Quote of the day
• Use Video, photos. People’s faces!

21. How to Get Started
• Choose one social networking site to
start
• Select “community manager” to be
responsible for posting and interacting
with fans (in-house or consultant)
• Set up publishing schedule
– Update regularly. Keep fans coming back

22. How to Get Started
Promote FB page
– Facebook ads
– Website
– Collateral
– Search for fans from existing database/
customers
• Don’t expect immediate results. Social
media is about developing relationships

23. How to Get Started
Hire a Consultant!