Local real estate developers had big goals for the Dallas Design District, an overlooked neighborhood with prime proximity to downtown Dallas. Using social media and content marketing, we were able to get big results, that had a direct correlation to the bottom line.

1. Building a
Social Brand
from Scratch,
One City Block at
a Time
!
!
Kendall Shiffler
Results Oriented Social Media Summit
September 8, 2012
!
@kendallanne
@ddesigndistrict

2. Goals

3. RAISE the
sea level
1.
(Rising real estate values = $)

5. 2.
Establish & introduce
the Design District
as a BRAND

6. Give the
Design District an
ONLINE presence
3.

7. 4.
Establish ourselves
as EXPERTS on
the Design District

8. Long-term branding
effort NOT a
direct sales tool

9. STEP 1:
Produce LOTS of
Quality Content

10. CHALLENGE 1:
Produce LOTS of
Quality Content

11. STEP 2:
Get the Word Out

12. yo
framed
ve been
u’
^
o on
e your phot
se
line at
.c
weroaklawn
www.lo
om

13. Step 2 Continued:
Get the Word Out
via Social Media

14. STEP 3:
REALLY
get the
Word Out

15. STEP 4:
Successfully
maintain; keep
buzz alive

16. Results

17. 60%
of sales
generated via
blog
!
32%
premium for
product

18. 600+
“Ask Kendall” inquiries
since launch
200
per year average
3-5
asks a week

20. “The area’s moment as
the city’s “it” district
has finally arrived.”

21. Design District properties
rents raised
50% over 4 years
!
Fully leased

22. Social/blogging
platform has been
renewed for
4 years
!
(while other marketing
initiatives have been cut)

23. 5,000 SF
5 year
lease
!
(resulted from lead
cultivation on twitter)

24. Lessons Learned
Social is not
just for big biz
Social is a full
time job
Lessons Learned
Social takes
patience
Social
produces
results

25. QUESTIONS?
!
!
!
!
!
www.dallasdesigndistrict.com
kendall@dallasdesigndistrict.com
@kendallanne
@ddesigndistrict