Social media marketing, a newly adopted form of marketing for many companies, has been met with much enthusiasm and planning. The research to be where your target market is, the creation of profiles that are an extension of your corporate identity and the setting of goals to help manage the efforts has been carefully identified so why do companies fall short? Execution. The execution is just as, if not more important than the planning. Determining how social media fits into the overall advertising and marketing plan is easily answered by peaking the curiosity with knowing and understanding that there is a conversation happening whether you participate or not. The curiosity drives the need for companies to jump in and try and maximize awareness and sales with the positive while being reactionary to the negative.
Las Vegas, the city of lights, the home of non-stop entertainment is known all of the world for its elaborate casinos and sensational nightlife – all contained on one street. Tourism is a big part of the city’s revenues but ignores a big part of Las Vegas – the community created and maintained by the residents. As a resident, the glitz and glamor of the strip illuminate the view to the east and is what seems like a world away from everyday life. As a marketer I cannot not help but pay close attention to how the local businesses embrace social media and engage within the space. Recently I noticed that developer and leading master-planned community, Summerlin, was joining the online community with the promotion of their newly created Twitter and Facebook pages. I paid close attention as many years ago I was the AE on this account through their agency of record. The housing market has been crippled with the economic downturn but as a developer you are not selling houses, you are selling the lifestyle and the community as a whole.
Summerlin promoted their online profiles via a banners at a busy intersections that spelled out Twitter + Facebook =(thumbs up icon) and also on their website with the respective logos really small at the bottom right. A larger presence on their website would have introduced their visitors on their website, which is their hub, to their new Twitter and Facebook community. That is a minor change that will drive awareness of users who they know are already online.
Their efforts on twitter have been less than impressive. Joining the twitter community in february, they have not planned nor executed indicating a clear lack of focus and understanding of how Twitter is used for business. 25 followers, following 0 and 7 tweets. This is not very inviting and is extremely self-promotional.
Blaring Shortfalls:
- Lack of focus
- No real understanding of Twitter and its benefits for business
- 0 engagement with the community
- Self-promotional (80/20 rule???)
- Lack of concern/acknowledgment of existence for people/businesses/supporters in their local area
There of course are more shortfalls that could be identified but at first glance, these stand out and are first and foremost needed to be addressed.
Recommendations:
- Learn how the space is used for business
- Increase following by using the people search to find locals, local businesses and the homebuilders who have built the houses in Summerlin
- Spend a lot of time with twitter search
- Increase usage time
- Increase awareness of existence and follow the 80/20 rule
These should have been done before and immediately after the profile was created. Being so new and having such a low awareness, there is opportunity to first learn how to use twitter and grow their profile and be an information source for events, happenings of businesses, residents in Summerlin and Las Vegas as a whole. Sell the lifestyle.
Their Facebook has been executed much better than Twitter. This shows that there is a learning curve with twitter and a comfort zone with Facebook. The engagement levels are dramatically different and while they are on the right track with Facebook there is still opportunity to engage the community further. Unfortunately, there is still a learning curve with Facebook as despite having the required 25 fans they have not yet customized their URL. Dating back to when I was assigned to this account, the people of Summerlin love to talk about where they live, they are incredibly proud and like when people know where they live and what they are doing. The fans on Facebook have not disappointed and continue to talk about how great Summerlin is. Fans are posting links about happenings for activities, their photos of being around town – a perfect opportunity to start a conversation and share. They are doing a good job with acknowledging the fans however some are closed ended answers where if a bit more of how can we help you and/or how can we make your experience better would provide insight through conversation and increase their engagement levels.
The recommendation here is to first customize the url, learn the ins and outs of Facebook with lists and events as they are promoting events through posts where they can utilize the tools to further increase visibility and share, talk, talk and talk more about your residents and what is going on in Summerlin.
Summerlin Blog
There is not a blog. Oh my oh my!! This has to be the biggest missed opportunity as their traditional advertising campaign focuses on residents and uses real residents in photo shoots. The blog could be an extension of the campaign. The focus on the residents, the schools, students who are doing exceptional things, new businesses, summer camps, etc. Summerlin is its own community within Las Vegas with public and private schools, businesses, activities for kids – the blog topics are endless. Time consuming certainly but in order to remain competitive in todays marketplace by building a strong brand identity and get noticed, you have go where your target is. Example of student doing exceptional things but efforts pushed aside to months in the future. Huh?
(Tyler, if you are listening, let’s talk to see where you may fit on this blog or how I can help getting the word out on the first HS Rugby team)!
Shortfalls happen, crisis happen and how a company identifies and corrects them is what sets them apart and sets the stage for them to emerge as an industry leader. While I am not expecting to hear from the folks at Summerlin or their agency as their lack of engagement and understanding of the online tools just may carry over into their monitoring, I am here to help and right their wrongs. I will be sure to keep a watchful eye to see if they are able to revamp their efforts and really understand why they are here and how they can get the most out of it.
What are you thoughts on what they can do better? Share examples of businesses in your city that have excelled or fell short.
photo credit: Intersection Consulting