Using Social Media in the Commercial Real Estate Industry LinkedIn, Facebook, Twitter - what does any of this have to do with real estate development? Plenty, once you know how to use these and other social media tools to expand your professional network, communicate with co-workers, and engage with the community. * Which are the top applications and when and how should you use them? * Is there a measurable ROI on social media? * What are the ground rules for social networking, and how can you avoid the dangers of "over-sharing"? Speakers: Julie Hall Executive Vice President Schneider Associates Phil Pennellatore Executive Vice President Schneider Associates

1. Using Social Media in the
Commercial Real Estate Industry

2. About Schneider Associates
• Boston-based, independently-owned full-service
public relations/marketing firm
• Successfully launched and sustained exposure for
new products, services, companies and communities
for 29 years
• Diverse practice with consumer, corporate
communications, public affairs and creative services
• “Expertise” in social media/digital influence/ citizen
journalism
• Partner in WorldCom, largest group of leading
independent PR firms
• Represent and partner with law firms and
commercial real estate developers
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3. Schneider Team
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4. Law Firm Experience
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5. Corporate Communications
Recap
Advisors
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6. Real Estate Experience
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7. Consumer Experience
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8. Why Should You Care?
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9. Why Should You Care?
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10. Why Should You Care?
Then Now
• Print • Email
• Mail • Blogs, Microblogs
• Telephone • Social networks
• TV/ Radio • Online radio
• Advertising • Instant Messaging, Chat
• PR • Online Video
• Word-of-Mouth • Podcasting
• Websites, Wikis
• SEO, Online Ads
• Product Placement
• Viral Marketing

11. Social Media Landscape

12. What’s Google?
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13. Google Stats
• Most visited website in the world
• 2.4 Billion visits per month
• Over 145 Million unique visitors per
month
• Over 30% of global web traffic use
Google daily
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14. Key Google Takeaways
• You need to be on page one
– Content is key
– Linking (link to popular well indexed sites)
– Key words/Meta tags
– Google AdWords
• You need to Google yourself
– Find out the negative, positive and neutral
• There are a lot of tools for free
– Maps
– Profile
– Analytics
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15. What’s LinkedIn?
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16. LinkedIn Stats
• LinkedIn has over 41 Million members
in over 200 countries
• A new member joins LinkedIn
approximately every second, and
about half the members are outside
the U.S.
• Executives from all Fortune 500
companies are LinkedIn members.
• More than 12 Million Unique Monthly
Visitors in April 2009
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17. Key LinkedIn Takeaways
• It’s your profile bio, not your resume
• Search Engine Optmization
– This gets you on page one on Google
• It’s a great contact database
– It helps your network
• LinkedIn Groups allows you to network
with other people in your industry
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18. What’s Facebook?
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19. Facebook Stats
• More than 200 million active users
• More than 100 million users log onto
Facebook at least once each day
• More than two-thirds of Facebook users
have graduated college
• The fastest growing demographic is those
35 years old and older
• Average user has 120 friends on site
• More than 20 million users update their
statuses at least once each day
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20. Key Facebook Takeaways
• Facebook is your personal community
• It’s a closed community and will not
be indexed by Google
• It’s best use is for consumer brands or
companies with passionate brand
ambassadors
• Allows for personal relationships with
professional contacts
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21. What’s a blog?
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22. Blog Stats
• 184 Million people stared a blog in 2008,
26.4 Million in the US
• 386 Million people read blogs, 60.3 Million
in the US
• 77% of active web users read blogs
• 95% of the Top 100 U.S. newspapers have
report blogs
• Roughly 1 million blog posts every day
• 80% of bloggers write product/brand
reviews
• 37% have been quoted by traditional media
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23. Key Blog Takeaways
• Blogging provides leadership
positioning
• Provides a forum for a conversation
with your key audiences
• New content helps Search Engine
Optimization
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24. What’s Twitter?
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25. Twitter Stats
• Worldwide visitors to Twitter approached 10 million in February, up an
impressive 700% vs. year ago
• The past four months have seen worldwide visitors climb to almost 20
million visitors.
• U.S. traffic growth reached 17 million visitors in April and 24 million
visitors worldwide
• The top demographic on Twitter is 45-54 year olds
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26. Key Twitter Takeaways
• Not a megaphone
• Great for listening
• Research
– Perfect forum for consumer insight
• Networking tool
• It doesn’t happen over night
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27. What’s YouTube?
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28. YouTube Stats
• 21% growth in 2008, 258 Million
users, hosts 44% of all online video
• 5 Billion videos uploaded, 13 hours
uploaded ever minute
• 100 Million videos are viewed every
day
• 75% of Internet users view video
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29. Key YouTube Takeaways
• Easy to post and embed your video to
multiple platforms
• SEO – Enhances your presence
online
• More engaging than copy
• Allow you to personally connect with
your customer
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30. What’s Digg?
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31. Digg Stats
• Over 38 Million Unique Monthly
Visitors
• Users are 63% Male and 37% Female
• Primary users are young adults: 42% of
users are between the ages of 18-34 and
31% of users are between 35-49
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32. Key Digg Takeaways
• Linking highly impacts SEO
• Great place to discover and share
content online
• Good for digital note taking for all of
the relevant articles you read online
• Great aggregator of information
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33. Benefits of a Website
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34. Key Web Site Takeaways
• Primary source for client and consumer
education
• All social media tactics should drive
audience back to your Website
• Content should always be fresh and
relevant
• Single largest SEO source
• Optimize to capture user information
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35. What is Google Analytics?
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36. Key Google Analytics Takeaways
• Free tool to measure social media
• Everything in social media is
measureable if you plan accordingly
• Easy to understand where your traffic
is coming from
• Social media metrics ≠ traditional
media metrics
– More one-on-one
– Longer engagement
– Less volume
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37. SA Social Media Process
1.) Education
2.) Listening
3.) Messaging/Protocol
4.) Engage
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38. SA Social Media Process
1.) Education
• Social media is an
amazing listening tool 2.) Listening
• People volunteer
information and 3.) Messaging
/Protocol
opinion on a weekly
basis 4.) Engage
• Easy to aggregate lots
of relevant
information
• Free information to
analyze
• Need to listen before
you act or engage
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39. SA Social Media Process
1.) Education
• Before you are ready to
engage, know what you are 2.) Listening
going to say and do
• Get back to basics and 3.) Messaging
/Protocol
sharpen your messaging to
be on point (but remember 4.) Engage
to be human)
• Be ready and design a
protocol for positive and
negative feedback
• Be flexible to revise
messaging and protocol
accordingly
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40. SA Social Media Process
1.) Education
• Be yourself
• Open yourself to 2.) Listening
opportunity and give
more than you get 3.) Messaging
/Protocol
(at first)
• Be passionate and find 4.) Engage
your niche (you don’t
have to do everything)
• It no different than
what you’ve done your
whole life. It’s just a
new medium.
• Have fun!
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41. Key Takeaways
• The media environment has drastically transformed and
the way we use media to manage and change public
perceptions has changed with it
• This has tremendous impact on all industries and
businesses
• Businesses need to be familiar with and conversant in
this new language
• Social media and networks are here to stay and are
changing the way we communicate, consume media and
learn about topics
• Social media should not drive your marketing strategies,
but should merely be another marketing channel

42. Question & Answer
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43. Contact
Julie Hall
Executive Vice President/Partner
jhall@schneiderpr.com
Phil Pennellatore
Executive Vice President/Partner
ppennellatore@schneiderpr.com
Office: (617) 536-3300
www.schneiderpr.com
www.LaunchPR.com