Join this distinguished panel as they address the paradigm shift from “push” marketing to conversation-oriented, trust-building marketing. Take a behind-the-scenes look at integrated marketing strategies. Walk away knowing the top ways to increase builder traffic and sales using results-driven and cost effective methods in the new world of marketing. Moderator: Boyce Thompson, Principal, BT Media Jennifer Fidelman, VP, Strategic Marketing, Gunn|Jerkens Marketing Communications Greg Cargill, VP Client Services & Social Media Services, Blitz Linda Mamet, VP of Sales, Southern California and Southern Nevada, Pulte Group

1. think forward
(OR GET LEFT BEHIND)
PCBC 2012

2. TODAY’S LINEUP
• The Current State of the Online World
• The Social Media Mindset: Shifting the Way We Think
• Social Strategies that Work: Case Studies
• Linda Mamet: Pulte Group
• Jennifer Fidelman: Awesometown Revealed
• Greg Cargill: Honda Going Social
• Where We Go From Here

3. Think of social media as less of a strategy
and more as a COMMUNICATIONS TOOL,
but don’t stop there...
Think CUSTOMER-CENTRICALLY and
create great customer experiences.

4. WHERE TO START
To Tweet, or not to tweet?
You’re starting with the wrong question.

5. WHERE TO START
Business Objective?
There has to be a goal.

6. WHERE TO START
Social Media Marketing
Same toolbox, different tools.

7. ONE BUILDER’S VIEW
LINDA MAMET
PULTE GROUP

8. Where We Started
Where We Are Now
What’s Next

9. Before you Jump On…

10. 3 Levels of Marketing

11. Mobile

12. Increase of Mobile

13. Features

14. Features

15. Every Brand Has It’s Own App

16. Social Media Planning

17. 3 Brands – 3 Audiences

18. 2 Levels of Marketing
National Brand
Community

19. 3 Brands – 3 Pages

20. Where We Started

21. Where We Are Now

22. Letting the Audience Have a Voice

23. You May Not Like What You Hear
Home Office Customer Service Division advises
Customer Division
Posts 1. Notifies Division Customer Svc Contacts Home Office of
Complaint 2. Responds to Customer Customer Resoltuion

24. Create a Communications Plan
Social Media Plan
Calendar
Q1 Q2 Q3 Q4
Brand Pillar Post - Weekly Financial Fit Tip Friday
Featured Community - Weekly Priority Markets meeting minimum web asset standards
Centex Original Video Content - CMA - Intro CMA–Success Story
Emerging Technology - Quarterly Mortgage Advisor Take First Step Monthly Payment
Brand Pillar Post - Weekly Design Tip Tuesday
Featured Community - Weekly Priority Markets meeting minimum web asset standards
Pulte Original Video Content - Life Tested - Design Life Tested - Quality
Emerging Technology - Quarterly Floor Plans Gladiator Design Tips
Brand Pillar Post - Weekly Del Webbsday
Featured Community - Weekly Priority Markets meeting minimum web asset standards
Del Webb Original Video Content - Testimonials & Explore Virtual Ambassador
Emerging Technology - Quarterly Best Buy Cooks for Cure Explore
Add Google+ & Pinterest All Brands
Distribute Field Tool Kit All Brands
“Get Satisfaction” Facebook All Brands
Cross Brand Original Video Content Design To Move New vs. Foreclosure New vs. Used Benefits of New
Brand Site Changes YouTube conversion Sharing links ++
Support Q4 TGE Relevant Brands

25. Measurement Is Key

26. Our Next Steps

27. Social Marketing Is A Conversation
The conversation is not:
ocontrolled
oorganized
o“on message”
The conversation is:
oorganic
ocomplex
ospeaks in a human voice
Social Marketing is not a strategy
or a tactic –
it’s simply a channel.

28. IF A BRAND WERE
HUMAN
SHE WOULD...
Have something others want
Be approachable
Listen to make everyone feel special
Make them want to invite their friends
Have no strings attached...

29. Del Webb Virtual
Ambassadors

30. Keys to Success

31. KEYS TO SUCCESS
See Criticism As An Opportunity
Don’t try to delete or remove
criticism (it will just make it worse)
Listen to your detractors
Admit your shortcomings
Work openly towards an
explanation and legitimate
solution

32. KEYS TO SUCCESS
Contribute In A Meaningful Way
Think like a contributor,
not a marketer
Consider what is relevant to the
community before contributing
Don’t promote your product on
every post
Win friends by promoting other
people’s content if it interests you

33. Gunn | Jerkens
VALENCIA, CA
GETS AWESOME

34. THINK BIGGER...
Forget ‘social media strategies’
Think customer-centricity

35. THINK BIGGER...
Forget marketing
Think customer happiness

36. THINK BIGGER...
Forget influencers
Think enthusiasts

37. THINK BIGGER...
Go deeper than trust
Raise social capital

38. REINVIGORATED BRANDING

39. OUT-OF-HOME ADVERTISING

40. INTEGRATED WEBSITE

41. COMMUNITY BLOG

42. FACEBOOK

43. TWITTER

44. EVENTS & PUBLICITY

45. CONTESTS & PROMOTIONS
• Incentivize and attract visitors to the pages
• Create buzz
• Collect user data
• Create user-generated content
Contact Us
.
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46. VALENCIA, CA
MEET THE AWESOMES

47. ORIGINAL VIDEO CONTENT

49. CUSTOM FACEBOOK TABS

50. BRANDED YOUTUBE CHANNEL

51. VALENCIA, CA
THE RESPONSE

60. WEBSITE
224,551 VISITS
371,176 PAGE VIEWS
39% INCREASED TRAFFIC
74% ORGANIC & DIRECT TRAFFIC
FACEBOOK
6,971 FANS/LIKES
1,826,842 PAGE VIEWS
UP 1,117%
143 SALES IN 12 MONTHS
$$$$$

61. BLITZ | HONDA
DREAM THE
IMPOSSIBLE
SOCIAL MEDIA PROGRAM

62. INITIAL
CONCEPT
OVERVIEW
WEEK 1 WEEK 2
Create a six-­week awareness campaign
centered around the 5 key corporate image
attributes of Honda’s Dream the Impossible Week-­long takeover promotion with
videos. ExperienceProject.com.
contribute an essay with their take on
-­ Drive conversation. the race against time to free us from a
dependency on oil.
and DREAM THE IMPOSSIBLE syndication
through embedded players and community
-­ Facilitate daily discussions. themed accordingly with the DREAM THE newsletters.
-­ Monitor the conversation to gauge spread by Honda via social media
progress and identify interaction points. properties and outreach.
-­ Measure and analyze impact across all of
Honda’s social media properties.
1 2 2 3

63. WEEK 3 WEEK 4 WEEK 5
Invited representatives from companies Capitalize on momentum from previous
that excel in the social media space and weeks’ initiatives to launch the newest DTI a video piece on moments of failure that
asked them to share their internal approach made them who they are today.
to innovation as a comparative note on channels.
Honda’s “Kick Out the Ladder” philosophy.
Post the full length video followed by themed accordingly with the DREAM THE
Targeted organizations that align with
Honda’s value set but do not compete compliment social network messaging with spread by Honda via social media
directly in their space. online outreach to sites and blogs. properties and extended outreach.
3 4 4 5

64. THE
RESULTS SUCCESS
CONTRIBUTIONS CONTENT AWARENESS
CONSUMPTION
organizations and individuals on within the Honda social media community
about a year-­old body of content for the
month. 5 weeks prior to the campaign).
-­ Coverage of the social media campaign
COMMUNITY SUBSCRIBER on external sites and blogs highlighted the
TAKEOVER GROWTH
5+ million impressions of Honda DTI
creative across homepage and the the 5 weeks prior to the campaign).
rest of ExperienceProject.com.
5 6 6 7

65. AWARENESS CONTINUED...
-­ Each week viewership of DTI videos
increased at a rate of 4-­5 times recent
averages.
Failure: The Secret to Success 649 | 11/09/2010
1500
1000
500
Aug 2010 Sep 2010 Oct 2010
Facebook Page increased by more than
twice the rate of recent months.
Facebook Page Fans 3,540 | 11/08/2010 Ad Buy Running
5000
4000
OVERALL
3000
2000
CONCLUSION
1000
DREAM THE IMPOSSIBLE
0 SOCIAL MEDIA PROGRAM
Aug 2010 Sep 2010 Oct 2010
COLLABORATIONS The DREAM THE IMPOSSIBLE social media
campaign successfully raised awareness for the
to the series. In a space where the relevance of
Honda successfully opened the doors to “Failure is necessary ingredient in success! I
potential future collaborations with a number failed at two businesses before succeeding in media program allowed for renewed interest
my current venture! Btw love Hondas!”
that were released over a year ago.
-­ Leanvest comment
“This pairing is more perfect than meets the eye!
Both companies are super progressive, in that both
are environmentally conscious! Honda recently
rated 1st in low emissions vehicles in the world–I’m
on my 4th Honda–got a CRV and LOVE it!! ETSY
encourages artists who recycle materials.”
-­ Etsy comment
7 8 8

66. think forward
(OR GET LEFT BEHIND)
PCBC 2012