The Coffee Bean & Tea Leaf(CBTL), Business strategy case study
BrokerSherpa
1. The Hidden Power of Social Media:
Increase Google Rank
Grow Web Traffic
Build Community and Engagement
Drive Leads and Referrals
Adam Japko
President, DigitalSherpa
Network Communications, Inc
Editor and Publisher
WineZag
http://wine-zag.com
2. There Are Two Legitimate Social Media
Marketing Paths for Real Estate
Professionals
People You Already Know:
Social Networking
Known prospect and past client
engagement
Social network (FB) focused
Blog as a farm tool
Features engagement in community
Primary focus: Networking with known
prospect base
People You Want to Know
But Don’t Yet Know:
Content Marketing
Active property buyers and
sellers search lots of stuff, lots
of opportunities to be found
Content marketing allows active
buyers/sellers to find the
information they want… and
you….simultaneously
Social networks (FB) primarily
used to distribute content that
live on web
Blog content marketing builds
own audience of new prospects
through keyword build up
Blog content drives website
results through increased
keywords and organic search
results
Primary focus: New prospects
3. Social Media’s Role in an Integrated
Marketing Plan: Content Marketing and
Social Networking
4. Pingdom Study Reflects Change in
Social Network Demographics
Average Facebook user: 44 Years-old
8. Apartmentfinder.com traffic increases from
1.3M to 2.0M visits per month during the year
following our blog launch and social content
marketing campaign
Our social marketing activities drove a 54%
total increase in monthly visitors without
additional SEM investment
9. Keyword traffic increases by 40% from
570K to 800K monthly visitors following
social campaign launch
258K different searches drive 6.7M
visits…..increased content and keyword
creation works to drive organic traffic
10.
11.
12. “Now that the blogs have been live for some time,
we are seeing stronger organic placement and
overall web traffic monthly. The growth is building
each month.”
- Jared Miller, VP of Marketing
Since launching in late 2009, every property has
experienced an increase in organic, non-paid traffic to
their web sites
10 properties have realized an increase in organic traffic
of more than 70%, and four of these have seen more
than 100%
As a result, Bainbridge has been able to eliminate over
$100,000 of annual online marketing spend in paid
search advertising
35. A custom, turnkey, integrated Internet marketing system for Real
Estate Professionals
36. Customized Blog Look and Feel
•Two posts a week: Participate as much as you like
•Featured Properties
•Featured Agents
•Customized categories and posts
•Email list building and lead capture
•Social Recruitment
37. How does it work?
Online Community
Manager
Here is How BrokerSherpa Works
Homes
Featured Agents
38. How does it work?
Online Community
Manager
Agent Child
Blogs
Here is How BrokerSherpa Works
Homes
Featured Agents
39. Agent Options and Service Levels
Free Agent Agent Level I Agent Level II Agent Level III Agent Sherpa
Suggested Retail Price $0 $100 $150 $325 $395
# of posts per month 0 2 3 4 8
"About Me" page and photo
Property Image Slider Self Serve Self Serve
Listing Posts Self Serve Self Serve
Embed video (virtual tours) Self Serve Self Serve
Create and auto update FB/TW
"what's my house worth" form
Email Support
Phone Support / Community Mgr
Featured Post Image Slider
Call Source #/ Lead Tracking
FB contact form
Google Analytics
Custom Header Design
Reporting
Comment Moderation
Map to Custom URL
Maximum Data 100 mb 100 mb 200 mb 300 mb 300 mb
# Pages Designed 0 0 1 4 4
41. Thank You
Today’s goal was to advance everyone’s
understanding of Social Media and
BrokerSherpa as a business tool
Facebook Adam Japko
Twitter adamjapko
Site: http://brokersherpa.com
Company http://nci.com
Blog http://wine-zag.com
Email ajapko@nci.com
http://www.slideshare.net/awjapko
Notas do Editor
It’s happening all around us --- most importantly, your customers are increasingly using these technologies to learn about home design issues and to interact directly with others: like-minded consumers, as well as suppliers of products and services. The growth in these social media platforms is coming from the same demographics as your target affluent customers.
We established an Apartment Finder blog with interesting articles and industry-related information; we created an Apartment Finder Twitter account into which we stream much of this information and; and we encourage our employees to participate in their own individual and market Facebook pages and Twitter conversations.
A Custom……….Turnkey……..Internet marekting tool
The core product……..through which all content flows --- is a blog that you can customize to communicate the feel of your business. These are prototype samples
Content can be soley done by us or the customer can blog away also. We provide full access. Totally customized categories and content. We rely on the client for feeding us some photos and post elements and we do the rest. We recommend they engage around comments and responses to inject their personalities.
Walk through this diagram carefully…..especially noting the role of the Design Sherpa account manager……..stress FRESH, FREQUENT flow of content…something very time consuming and difficult for most companies to contemplate. It is what is required for results. CONTENT IS CUSTOMIZED BASED ON OUR INTERVIEW OF YOU….re: relevant content, etc.
We believe in content marketing, and house all the content at the blog level. We share from there. The blog can also share stuff from their website and drive traffic from there. We are always measuring engagement levels and tweaking content approach for each sherpa client to drive maximum engagement.
Also, the sherpa coordinator will help in selecting functionality and design for the blog, and will lead the set up and lead the recruitment process for FB, Twitter, and Blog. They will answer all your questions about URLs, ecommerce, publishing schedules, any involvement you want, etc.
We recommend some involvement to insure that your personality comes through but making sure the program is not heavily reliant on your time commitment.
Walk through this diagram carefully…..especially noting the role of the Design Sherpa account manager……..stress FRESH, FREQUENT flow of content…something very time consuming and difficult for most companies to contemplate. It is what is required for results. CONTENT IS CUSTOMIZED BASED ON OUR INTERVIEW OF YOU….re: relevant content, etc.
We believe in content marketing, and house all the content at the blog level. We share from there. The blog can also share stuff from their website and drive traffic from there. We are always measuring engagement levels and tweaking content approach for each sherpa client to drive maximum engagement.
Also, the sherpa coordinator will help in selecting functionality and design for the blog, and will lead the set up and lead the recruitment process for FB, Twitter, and Blog. They will answer all your questions about URLs, ecommerce, publishing schedules, any involvement you want, etc.
We recommend some involvement to insure that your personality comes through but making sure the program is not heavily reliant on your time commitment.