Facebook and Twitter real time search is good for multichannel marketing strategies

Facebook’s recent purchase of FriendFeed is a multichannel marketing boon. Mashable detailed some threats Twitter may face with respect to the FriendFeed purchase while pointing out some threats to Google too. Regardless as to how the game (err war) plays out, as a marketer you’ve just been handed another delicious marketing tool to leverage. I’ve previously written about the potential power of Facebook and Twitter as multichannel marketing tools. The basic gist of the argument is illustrated by how Dell Computer leverages Facebook and Twitter.

A quick perusal of Dell’s Twitter and Facebook landing pages demonstrates multichannel marketing at it best: Dell has Facebook pages and Twitter handles for Dell Lounge, Dell Outlet, Dell Small Business, etc. The beauty of this from a multichannel marketing strategy is that a consumer “subscribes” to a particular channel (out of a choice of many) and self-selects which topic (i.e., channel) is most important to them knowing that Dell will centralize almost all of its communication to them about this particular topic via this channel. This works well for the real-time search features of Facebook and Twitter.

Here’s how this plays out on Facebook’s new real-time search feature for “dell lounge”:

Here’s how the same search plays out on search.Twitter.com:

Here’s a Facebook search result for “delloutlet“:

Here’s a Twitter search result for the same:

As a real estate marketer you could do something like Dell by setting up niche-specific Facebook Pages and separate, corresponding, Twitter handles (for example, focusing on foreclosure investment advice in your market niche). Anyone who fans your Facebook page or subscribes to the corresponding Twitter channel has an expectation of receiving targeted advice related to the topic you’ve identified. For example, in the case of foreclosure investment advice you could update/tweet about listings, market stats, your general thoughts, etc, while cross promoting both channels (for example, on Dell’s Twitter page you will notice they promote their Facebook pages). The synergies realized between both platforms will go a long way towards reinforcing your expertise and further position you as a trusted advisor.

Positive Authority and Digital Reputation

As a real estate brand, wouldn’t you like your customers to be this excited about their experience with you?

Powder Mountain Utah Best Day of Skiing

Powder Mountain Utah Skiing Fabulous Day

I shot these videos after an absolutely transcendent day of skiing at Powder Mountain, Utah. Yes, conditions have lots to do with having a good versus great day of skiing. And yes skill level and equipment affects these considerations too. But a great day of skiing begins with the actual resort (or in the case of Power Mountain the “un-resort”).

Powder Mountain is the absolute antithesis of “big brand” in that it has a minimal choice of groomed trails with tons of choices for “off piste” skiing. There is no lodge per se, no massive repetitive brand messaging throughout its 7,000 acres. Rather, the Powder Mountain skiing experience IS the message.

It’s an authentic experience where skiers choose their routes and create their own affinities, relationships, and partnerships with the Powder Mountain brand. And it’s clear that Powder Mountain’s owners are passionate about skiing, which further elicits emotional bonds with their customers. I (we) created our own skiing experience and carry that experience and promote that experience. I (we) are brand ambassadors for Powder Mountain.

These same attributes and creeds apply to real estate professionals too. Here’s authenticity and an experience that delivers a powerful brand message. My take-aways from Jim’s video: he’s passionate about honestly representing clients, he’s passionate about his chosen profession, he’s a professional, and he’s not afraid of a fight (a good attitude to have at the negotiation table). Through this video I get a sense of who he is and what he’s willing to do for me as a client. His reputation is his personal brand and his personal brand is his reputation. And by honestly and transparently allowing clients and potential clients to viscerally “experience” his personal ethos, he’s implicitly hitting on issues discussed in this excellent post about managing your digital reputation, which I too have discussed but missed some insightful angles discussed by the FutureBuzz .

Mitigating bad press through viral marketing

Here is an excellent thesis on how public relations professionals can use viral marketing tactics powered by social media to mitigate bad press. The author states that viral public relations campaigns “are less overt and therefore better received” because consumers perceive they are in control. (p56) Viral marketing tactics allow professionals to listen, build relationships with customers, and hopefully build brand ambassadors.

Yet despite proffering evidence that viral marketing–if deployed strategically–can yield a high gain return in managing and preserving a firm’s reputation, the author points out that public relations professionals are loathe to abandon traditional methodologies. The author does point out some tactics, however, that public relations professionals can adopt from the advertising world: target marketing, integrated communications plans, deft handling and understanding of niche marketing principles, and embracing consumer control over and transmogrification of brand identity and meaning.

Managing Online Reputation on Search Engines

This post on the SEOMOZ.org site, is an excellent resource on tactics and considerations as it relates to managing your online reputation.

This post on the SEOMOZ.org site, is an excellent resource on tactics and considerations as it relates to managing your online reputation. I suggest reading the the SEOMOZ post before clicking on the additional resources listed below.

Wiki article

Interview with a person who specializes in online reputation management issues.

Two big take-aways from this article are use basic SEO tactic to systematically push negative comments of the first page of Google and respond and get involved immediately.