"Social Selling" offering is part of a broader initiative called "21st Century Selling" -
OgilvyOne Worldwide today launched a new offering, “Social Selling,” to help companies drive top-line growth through the use of social media, following new research that reveals a “social media adoption gap” exists between salespeople and sales organizations. Social Selling” offering is part of a broader initiative called “21st Century Selling” to help clients maximize sales.
In formulating the offering, OgilvyOne consulted 30+ experts who are winning in the Social Selling space. These included Matt Gentile (Director of PR and Social Media for Century 21 Real Estate), Tony Hsieh (CEO, Zappos), Jim Steele (COO, Salesforce.com), John Bernier (Head of Social Media, Best Buy), and David Fischer (Global Operations, Facebook).
Century 21 on Empowering Agents & Brokers with Social Media -
Real estate agents and brokers have been some of the earliest adopters of social media, which isn’t surprising that they’re entrepreneurs whose success is built on being well connected in their communities. But for every agent engaged with Twitter and Foursquare, there are many more that have yet to take the plunge. I recently had the pleasure of speaking with Matt Gentile, Director of P.R. and Social Media for Century 21 Real Estate (@mattgentile) about how brokers and agents are using social media, what they’ve been learning, and what he sees for the future. With over 120,000 agents and more than 7,500 independent offices, Century 21 has a big challenge.
As a brand, CENTURY 21 began employing Mullen Communications as our PR/SM agency in February. One of their areas of responsibility is to grow our organic consumer audience via consistent, entertaining content posts via FB and Twitter until we fully develop our CMS and Blog structure for the enterprise. A lot of this is in development. Before Mullen, I was handling the vast majority of social media content production, posting and tracking responsibilities myself. Given that our target demo in the SM space is 25-35 year old female (see video link for additional details – http://bit.ly/aQVlqV ) and I’m about to turn 42 this Halloween, it just makes more sense from a brand perspective to enable a conversation between similar demographics. @Century 21 and http://www.facebook.com/century21 has grown exponentially since employing this conversations strategy in March. You see, I was focused on industry-related news, now the conversation is really geared toward topics that of more interest to our core target audience. We are using Facebook as our social media hub at this point. Initially, we did not intend on utilizing Facebook as a hub for our social media properties, but it has blossomed into an effective platform, or as I like to refer to it “an impression engine” for sharing a wide variety of content. I don’t feel as though we are crossing any social media covenants by employing brand champions who clearly have a better handle on what our consumers want in terms of content, I’d call that good, old fashioned common sense marketing in a Web 2.0 world. Speaking of employing content producers to speak to our audience…a while back, David Meerman Scott, publisher of http://www.webinknow.com/ developed “Top 10 ideas for Century 21 Real Estate to implement The New Rules of Marketing & PR” - http://c21.in/bNIfrK We have not followed all of David’s advice, but in conjunction with our PR/SM team at Mullen Communications (led by the one of the original voices behind Stanley Hammers Twitter program, Eric Montague) I’m proud to report that our “team of journalists” has successfully positioned our Facebook page as one of our top 20 referring sites. This is no small feat and we are only scratching the surface of where this will lead. I’m curious how other companies are utilizing the SM space to drive leads, capture data and report results? Sender-Channel-Message-Receiver Same as it ever was, Matt Gentile, Director of PR & Brand Communication
Century 21 Real Estate LLC
Upload a photo of your child (age 5 or younger) to www.21centurychild.comalong with an inspirational message. Then, post a link to the profile on your social network pages and encourage friends and family to make a donation to Act for Autism in your child’s name.
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Act for Autism Watch the Video -
Act for Autism Century 21 will donate $1 for each photo uploaded - Watch: http://c21.in/aLjglr It’s easy, fun, free and for a good cause.
FWD Thinking - Growing an Audience with Century 21 -
Matt Gentile presentation on social media and the enterprise at BDI at CUNY in May 2010.
Join the 21st Century Child Campaign Today at www.21centurychild.com to support Act for Autism.