How to Use Tumblr and Automated Tweets to Drive Awareness

Bari Mogil, Senior Interactive Marketing Specialist for Corcoran Group, joins the Social Pros Podcast this week to discuss the importance of providing value to your audience, nurturing relationships for the long-term, and bringing your whole brand strategy to life on social media.

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Full Episode Details

Much More Than Sales

Bari Mogil is half of the digital team at the headquarters of Corcoran Group, a high-end real estate company with over 2,200 agents. Corcoran Group plays the long game with their social media strategy: “While we can’t specifically tie a particular Tumblr post to a sale, we get that we need to nurture and build relationships with our followers in hopes that maybe, down the line, it could turn into something.”

Providing helpful information that will be valuable to their audience is key to Corcoran’s strategy. The use of IFTTT (If this, then that) is just one incredible example. More marketers need to take advantage of the ability to automate messages to their audiences that are timely and valuable.

One of the many recipes Corcoran uses is that whenever it rains in New York City, a tweet goes out that says, “Hey, it’s raining. Click here to see our favorite things to do in New York when it rains.”

The Live Who You Are campaign, integrated across several social media platforms, is another example of how Corcoran’s social messages are much more than property listings. Bari says, “We’re providing valuable information that just showcases that we know what they’re looking for.”

Social Media Number of the Week: 10

Jake Sorofman shares some highlights from the Gartner 2015 Marketing Spending Survey on the Gartner blog. Not only are marketing budgets expected to increase by over 10% in 2015, but they also account for 10.2% of revenue.

With this increase in marketing spending comes an increase in the importance of customer experience. By 2016, 89% of companies anticipate that customer experience will be the most important competitive edge in the field. (That number was only 36% four years ago.)

It will be interesting to see how the marketing and customer experience/customer care units will be forced to merge together after so many years of being very separate departments with separate goals.

Holy Social!

We always talk about the rise of new networks, but we haven’t necessarily been paying a lot of attention to what those networks are. And they certainly are rising around us. Here are a few we noticed:

  • Emojli: You can only use emojis, no writing on this network. Not sure about the brand value there.
  • Ello: This network wants to be the anti-Facebook. Absolutely no ads, invite only. It will be interesting to see if they get any traction.
  • Tsū: They promise to pay all of their content contributors with a percentage of revenues. So if you’re signed up for the site and you post anything you would normally post, they are going to pay you for producing that content.
  • Netropolitan: This is the one to watch out for: “The online country club for people with more money than time.” There is a $9,000 entry fee and a $3,000 annual fee. The idea being that if you can afford to join, you’re going to be surrounded by likeminded individuals who won’t judge you for talking about fancy cars and fine wines.

More and more, we’re seeing that people like having very tailored experiences. They don’t want to share a world where they talk to their frat brothers while getting comments from their mothers. Unique niche networks are going to be a bigger part of our future.

See you next week!

Get a Behind-the-Scenes Tour of the Social Media Operations at Sam's Club

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