Building a Social Brand from Scratch, One City Block at a Time !

!Kendall Shiffler Results Oriented Social Media Summit September 8, 2012 !@kendallanne @ddesigndistrict

Goals

1.RAISE the sea level

(Rising real estate values = $)

2. Establish & introduce the Design District

as a BRAND

3. Give the Design District an

ONLINE presence

4. Establish ourselves as EXPERTS on the Design District

Long-term branding effort NOT a

direct sales tool

STEP 1:

Produce LOTS of Quality Content

CHALLENGE 1:

Produce LOTS of Quality Content

STEP 2:

Get the Word Out

www.loweroaklawn.comsee your photo online at

you’ve been framed

^

Step 2 Continued:

Get the Word Out via Social Media

STEP 3:

REALLY get the

Word Out

STEP 4: Successfully maintain; keep

buzz alive

Results

60% of sales

generated via blog

!

32% premium for

product

600+ “Ask Kendall” inquiries

since launch 200

per year average 3-5

asks a week

“The area’s moment as the city’s “it” district

has finally arrived.”

Design District properties rents raised

50% over 4 years !

Fully leased

Social/blogging platform has been

renewed for 4 years

!

(while other marketing initiatives have been cut)

5,000 SF 5 year lease

!

(resulted from lead cultivation on twitter)

Lessons Learned

Lessons Learned

Social is not just for big biz

Social takes patience

Social is a full time job

Social produces

results

QUESTIONS? !

!

!

!

!www.dallasdesigndistrict.com kendall@dallasdesigndistrict.com @kendallanne @ddesigndistrict