Riding the tsunami of social media.
Blogging and social media were clearly the next wave in digital communication and EMC jumped in with both feet. Our immersion produced a living, breathing, measurable product that married traditional and digital media in a whole new way. We launched The Real Story blog on St. Patrick’s Day 2009 and have published daily posts and podcasts ever since.
Objective:
To develop a digital product that
- Clearly demonstrates EMC’s expertise in digital communication.
- Serves as a credible resource for real estate news. Real estate is a topic that is underserved by the mass media, yet is of great interest to just about anyone who owns or rents a home.
Solution:
Drawing on our extensive contacts and expertise from 30 years of working as a consultant to the land development and homebuilidng industries, we created a digital resource for real estate news for a mass audience: The Real Story.
Partnered with KCBS.com, the digital product of the Bay Area’s top-ranked news/talk station. This partnership gave The Real Story immediate credibility through brand association.
Podcasts were produced with guests from banking, mortgage lending, home buying, home building, civic organizations and related fields.
The podcasts were made available on a fully integrated blog accessible through KCBS.com. Posts offered original content on home buying and selling, financial, sustainability and quality of life.
The blog offers recommendations, reader feedback, polls, searching and sorting features.
Daily podcasts were promoted on air and on Twitter and Facebook. Subscribers were sent a monthly e-blast of upcoming topics.
Result:
A partnership with KCBS gave The Real Story immediate credibility through brand association.
The audience grew steadily with positive feedback from all sectors of the mass audience.
KCBS asked The Real Story to host a live panel discussion on finding opportunities in a challenging housing market. The event drew a full house and laid the foundation for further media exposure.
