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"New and improved" marketing to do more with less
Key questions about the role of new media
In the last couple years since I decided to launch CREOpoint, I had the privilege of speaking with over a hundred leading commercial property executives and marketers about the role of new media.
Here’s some of the questions they want answered:
1. Industry leaders and some in our organization are joining the social media bandwagon to better interact with customers, what are my peers doing and why?
2. Where are the pitfalls and how do I avoid mistakes?
3. Who is talking about us and what are they saying where we are not listening?
4. What can I learn about my competitors’ strengths and weaknesses that will help me differentiate and get market share from them?
5. What can I find out about what makes clients or prospects tick and how can I most effectively get corresponding content?
6. How do I find the true influencers by topic and focus/manage our outreach efforts?
7. What are the best sites given that many companies are blocking social networks to decrease reputation risk and productivity loss?
8. How do I convert our social media marketing efforts into tangible results?
9. How do we cohesively tie different social media efforts of our people and fans together?
10.CREOpoint’s DNA is in social media and CRE. What does the CREOpoint team know that we should?
CREOpoint is working closely with clients to continue to innovate
CREOpoint consulting solutions now include competitive and customer research to provide valuable insights and counsel for your business. We have developed comprehensive sources and unique data mining tools could allow you to regain control of your online reputation and build loyalty.
Imagine what you could do in terms of brand and content development with some of our deliverables:
A. Competitive assessment and outreach planning
1. Prioritized list and connection map of the top influencers who shape opinion by key topic (e.g., your brand, debt funding, brokerage in your city)
CRE professionals don't have time to waste. Search engines (e.g., Google alerts) and monitoring tools do not allow focus with online movers and shakers who matter most. Engaging on the wrong blogs and online networks dilutes efforts and won't produce results so many professionals need.
What would you say about a luxury brand wanting to open stores throughout large suburbs of poor cities. You don't have to do something similar to that with your own digital footprint. And remember, once your posts are online they are there forever...
Our proprietary influence algorithm is hyperlink based (what Google cares about). It takes into account the blog rolls and direct links with the comprehensive (4,000) and CRE-relevant souces CREOpoint took months to identify and select: feeds, websites, LinkedIn answers and network updates, Facebook fan pages and group walls, Twitter, Yahoo forums and Digg.
2. Share of Mind (% of relevant influencers that have talked your brand or your competitors any period in the last 3 months)
3. Share of Voice (number of mentions)
B. Content marketing
4. Share of Conversation (number of mentions given target topic/context). We also save you time by providing actual conversations.
5. List and cloud view of keywords found more frequently within conversations about your brand or specific topics (like MIPIM)
For example we built this unique expression cloud by extracting and mining over 1,000 relevant online conversations during MIPIM 2010. Some of these expressions can be leveraged when developing content, a press release or buying Google ads.
Even if your audience is not yet reading blogs and tweets, the first thing they do when they look for an organization like yours is to search for it in Google. Search engines love social media because it creates a lot of content and hyperlinks. Would you prefer to be on top of Google search results when people are ready to buy or do you want to continue to waste more money and kill trees for marketing material that will interrupt most of your prospects?
Possible next steps
Like golf, new media looks deceivingly simple. There's no barrier to professionals and organizations taking a shot a it. Most say they don't want to "miss out" and now have to "put a toe in the water." Without clear objectives, strategy and training, after just a few months they will wonder why they get discouraged by their lack of results... The golf swing of a pro looks pretty straightforward to me but I am still not able to avoid the trees on the side of the fairway after trying for too many years!
If you are interested, we could explore how to best help you with your "new and improved" marketing, training and business planing initiatives. The above reports customized for your organization start at $1,000. We also offer regular benchmarks, private 24/7 BrandMonitor online collaboration groups, strategy workshops as well as webcasts and public iForums you could chair on trending topics.
I hope that helps. Please let me know if/when you have questions or comments.
Best, JC
cell +1 914 310 4189
jcgoldenstein@CREOpoint.com
PS: Before I started looking into social media in late 2007, I did not think I would miss much by not worrying about it. Obviously I changed my mind...
Tags: cloud, competitor, market, media, mipim, new, of, research, share, social
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