This document discusses social media and its opportunities for commercial real estate practitioners. It defines social media categories like collaboration, multimedia, blogging, link sharing, peer networks and micro-blogging. Examples are given for how property managers can use each category, such as engaging renters through blogging or promoting new properties through multimedia networks. The document also addresses challenges like low participation rates and provides tips on goals, like deeply engaging prospects through secondary connections.

1. Social Media. The latest fad? (That’s what they said about radio, television, cable, satellite, the internet, and ecommerce). http://www.youtube.com/watch?v=sIFYPQjYhv8 http://www.youtube.com/watch?v=5YGc4zOqozo

2. Understanding Social Media Technology, Opportunities, and Metrics for Commercial Real Estate Practitioners Presented by: Jason Voiovich Ecra Creative Group 651.209.2778 or jason@ecracreative.com

3. Objectives Discover what makes social media unique, and how people really interact with them Gain a functional business process understanding of social media by establishing meaningful categories Work through and critique real-time property management examples

4. Traditional vs. Social Media

5. Why focus on traditional media at all? Traditional Media INCREASED BUDGET Success Curve Social Media time INCREASED EFFORT

6. Why don’t I have comments?! 100% 20% of Twitter users produce 95% of the content 80% Cumulative % of Contributors [More strikingly, about 5% produce 80% of the content!] 60% 40% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cumulative % ranked by contribution

7. Why don’t I have comments?! 100% 80% Cumulative % of Contributors 25/80 rule for social media (generally) 60% 40% 20% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cumulative % ranked by contribution

8. Blogger Behavior 94.1 million US blog readers in 2007 (50% of internet users) 22.6 million US bloggers in 2007 (12% of internet users) Only 76,000 have authority 50+ (0.04% of internet users) Only 1 in every 10,000 bloggers has been referenced by more than 50 other blogs or websites. Source: Technorati

9. So what is my goal?Remember Kevin Bacon & the Rule of 250. Statistically speaking, we accumulate a circle of 250 people throughout our lives that are relatively close to us. Close enough to be informed of our wedding and of our journey to the next world. Every single person we interact with is a megaphone. Keep that in mind the next time you talk to someone. You are, in fact, speaking into a megaphone that can reach 250 people. You don’t need 7 degrees: 2502=62,500, 2503=15,625,000, 2504=3.9 billion

10. What do we really want? More deeply engage current and prospective leads Promote property currently on the books Expose property to the "right" people through second and third tier interactions Maintain relationships with existing tenants to reduce turnover and boost satisfaction Build a personal brand / relationship marketing

11. Why might that be difficult?

12. To succeed, categorize. Collaboration Multimedia Blog Link Sharing Peer Micro-Blog

13. Multimedia Networks Property Management Example Promote a new property to the widest group of potential renters; engage them with the property to enhance interest and screen appointments.

14. Blog Property Management Example Engage current renters in a specific property; address their issues and concerns; provide a forum for constructive interaction. Yes, you could use Facebook as a blogging platform…

15. Link Sharing Property Management Example Learn what tenants are reading about a particular topic – i.e. the office design trends – and the popularity of specific articles.

16. Collaboration Property Management Example Control the image and perception of your property; boost search engine ranking.

17. Peer Network Example: Facebook Michael K. Houge, CCIM, SIOR CEO and Managing Partner Chief Real Estate Company, LLC 500 Jackson Street Suite #100 St. Paul, MN 55101 651.288.0300 direct 612.701.7454 wireless/text 651.389.9336 eFax michael@chiefcompanies.com www.chiefrealestatecompany.com

18. Peer Network Example: LinkedIn Aaron Barnard Director, Private Client Group aaron.barnard@cushwake.com Cushman & Wakefield 33 South Sixth Street, Suite 4135 Minneapolis, MN 55402 952-465-3372 [business] 952-465-3301 [fax]

19. Micro-blogging Example: Twitter Josh Floring Magnum Real Estate Services jfloring@magnum-realestate.com 612.338.0449 - Direct | 952.250.9216 - Mobile

20. Contact Information Jason Voiovich Principal Ecra Creative Group 651.209.2778 jason@ecracreative.com www.stateofthebrand.com