Friend of the firm and fellow Austinite, Erik Qualman, will keynote the 2016 SIOR Fall World Conference in New York. Earlier this year, we featured Erik and other CRE leaders in The New #CREcosystem, an influencer report outlining trends shaping the modern commercial real estate landscape. Erik is an internationally recognized expert in digital marketing and social media, making him a natural fit for CRE audiences. He and his firm help organizations understand the implications of social and digital media on our daily lives – and how businesses can tap the power of social to shift their marketing costs and reach consumers directly. Below you’ll find a few helpful hints on how to invest in digital and integrate modern marketing into your CRE business.
1. What is the role of social in the enterprise and how has it changed in the past year?
Social media touches every facet of the enterprise. It’s not about technology, rather it’s living and breathing. Social media is your customer, employees, clients, and partners. The massive change is that enterprises are starting to realize that everyone in the organization has a role to play in social media.
2. What brands are using social/digital best to reach new audiences?
Wow, there are so many good ones to choose from: Intel, Raytheon, GoPro, Denny’s, Oreo, Gary Vaynerchuk.
3. Why should CRE take note and accelerate adoption of digital marketing?
Over 50% of the world’s population is now under 30 years old. College students today have never licked a postage stamp. Digital will help improve search rankings, build your digital reputation (reviews/ratings), attract new customers, and reduce cost and inefficiencies.
Almost twenty years ago many companies were hesitant to buy keywords on Google or optimize for SEO. The early adopters capitalized and made millions. The same opportunity exists today with some of the new digital tools available.
4. What do you mean by mobile-first?
Anyone reading this, think for a moment. How often is your mobile device within arms reach…even when sleeping. The answer is always. With that in mind when designing your website, applications, marketing and beyond you need to come with a design and usability mentality of thinking mobile first rather than a large computer screen.
5. What can SIOR attendees expect to learn from your keynote this week?
They will learn the 5 Habits to Success & Happiness in a WiFi world. Meaning, in a world that is constantly changing, what habits stand the test of time and will transform those that practice them into becoming digital leaders.
6. Tell us a little about the inspiration behind your latest book, “How to Sell on LinkedIn.”
I’ve been fortunate to speak in 45 countries. Over the past year or two during the Q&A sections I started getting a lot of questions from sales people on how they could use LinkedIn to network and eventually increase their sales. These questions were so basic it blew my mind. I quickly realized that sales people weren’t equipped with even the simplest tools or knowledge to effectively use LinkedIn. This included Fortune 500 companies to successful start-ups. This book is unique from my others in that it’s specifically targeted to one platform (LinkedIn) and one action (increasing sales).