Why social advocacy is so important for your business? This is the third and final part of SoMazi's social media educational package for the property industry, in which you will learn how to build your own community of passionate advocates.

1. e
Social Media for the Property Market:
Educational Package – Part 3
SoMazi is one of the world’s leading strategic social media consultancies, specialising in
amplification and monetisation of social engagement.
www.somazi.com

2. 2 The Importance of Advocacy
Why You Should Care
This week’s report focuses on
advocacy – what it is, how to create it
and who has successfully utilised it.
To learn more about how to build your own community of passionate advocates and to
see some successful examples of advocacy in your industry, keep reading.
Why Are Advocates Important?
1. They are frequent creators of positive information.
2. They influence the opinions of others.
3. They love to talk, and probably are already talking
about your brand.
4. They want to use social media to help others.
5. They want to be recognised by brands for their
valuable insights.
6. They have a broad reach.
7. They are loyal to brands with which they have a
relationship.
(source: Social Media Examiner, 2011)
Did You Know?
Brands with high advocate populations
get 264% more earned media
impressions than average brands.
(source: Wildfire Report, 2013)

3. 3 Social Advocacy
What Is It?
A social advocacy program gives
the motivation and the means to
an individual to become an
informed and passionate part of
your brand voice.
PASSIONATE
COMMITTEDMOTIVATED
ADVOCATE
Advocacy is linked with user behaviour.
We apply behavioral psychology
principles to determine how to best
motivate participation.

4. 4 The SoMazi Way - Social ARM
ARM: Advocacy Relationship Management
Social
ARM
How it Works
Social Stars
High Influencers
Social Grassroots
Peer Influencers
Content &
Experience
Activation
Conversation map &
search intent model
Give insights, content
strategy & measurement
benchmarks.
Create
remarkable content
Advocate maps
Enable advocate sharing
& spreading word-of-
mouth.
Engage the right
influencers
Activate social
channels & manage
conversations
Provide engagement &
experience, driving
word-of-mouth.
Drive communities to
advocate, take action
Why it Works
Visit
microsite
Engage with
apps
REWARD
CTA leads to
Facebook
Engage in
simple quiz
REWARD
CTA leads to
Microsite
Engage with
apps
REWARD
Head to
Twitter
Engage
REWARD
With each cycle, the reward is harder to achieve. This
stimulates competitive behavior, involvement, and
consistency.
Gamification-led model incorporates a continuous loop of
triggers, actions, rewards, thereby extending brand awareness
Gamification

5. 5 Engaging With Your Followers
Examples Of Successful Follower Participation
Increase interest and get potential buyers
through your doors by a rewards system
on social media
Ask your followers to vote on what photo
they like best from your latest listing –
engage and create potential buyers

6. 6 Engaging With Your Followers
Examples Of Successful Follower Participation
Show passion and knowledge about
where you are selling homes Encourage followers to upload content
through gamification (eg. ask for a great
moving experience / photo contest)

7. 7 Best-of-Breed Examples
Who’s Doing It Right, Right Now?
Learn more:
http://www.somazi.com/2013/07/top-5-social-media-practices-for-property-developers-and-agents/
Knight Frank
A devotion to regular updates has put Knight Frank at the top of their sector’s social
media leader board. Updates not only include informative content such as information
about market trends and available properties, but also engaging content in the form of
questions and interesting images and articles. They also show commitment to their
online community by engaging and responding regularly.
Base Property Specialists
Base Property Specialists differs from Knight Frank in its scale, instead concentrating
on the local. Not only do they post the usual house offers, but also a continuous flow of
engaging content in the form of interesting facts, articles and humorous images. They
use their Facebook account to differentiate themselves, adding value through providing
a constant supply of tips for tenants and specialised functionality for landlords. Their
social media platforms give frequent updates and knowledge on the local area, ensuring
they remain a key part of the community.

8. 8 SoMazi
At a Glance
• In 2012, Forbes included Maz in its Global Top 50 list of Social Media Power Influencers.
• In 2011, The Sunday Times listed Maz amongst its Global Top 50 Social Media People.
• In 2010 Maz was asked to join a select research team at Oxford University’s Business
School to address the subject of ‘Social Media and Innovation’.
• He is a judge at the Shorty Awards alongside the likes of Steve Wozniak (“Woz”), Jimmy
Wales of Wikipedia, and Craig Newmark, founder of Craigslist.
• Maz is an advisory board member for the globally renowned “Social Media Week” and
“Social Media World” events.
SoMazi was founded by social media specialist Maz Nadjm. His background in blue-chip multidisciplinary
cross-channel social media amplification has seen him rise to become one of the world’s leading social
media authorities.
SoMazi operates on a simple principle – any involvement in social media should drive financial gain
Contact Info:
18 Steynings Way
London N12 7LN
England
Maz Nadjm
Mobile: 07960811351
Landline: 02035981294
Email: maz@somazi.com
Website: www.somazi.com
Twitter: @Somaziww

9. 9 SoMazi