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Social Media for Home Builders

by Carol Morgan

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Presentation on how to get started in Social Media: sites to consider, case studies and steps for what to get started.

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WHY should you care? Reputation Management – When you Google your name, Do you like what you see? The Society for New Communications Research surveyed 300 Internet users on the influence that social media has on customer care. Less than 33% believe that businesses take customers opinions seriously! 59.1% use social media to vent. 72.2% research customer care online 74% decide based on other’s shared experiences 81% believe online discussions provide consumers a greater voice
WHY should you care? Reputation Management – When you Google your name, Do you like what you see? The Society for New Communications Research surveyed 300 Internet users on the influence that social media has on customer care. Less than 33% believe that businesses take customers opinions seriously! 59.1% use social media to vent. 72.2% research customer care online 74% decide based on other’s shared experiences 81% believe online discussions provide consumers a greater voice
Why Should you Care? Reputation Management, When they Google your name, do THEY like what they see? A recent Cone survey shows: 60% of Americans engage in social media Of those, 93% believe that companies should be present in social media 85% think that the company should interact with its customers through social media
We’re going to introduce you to a few of the tools you need to have in your online tool box.
Let’s see a show of hands. Who knows what a blog is – and I may call on you so be honest! Who is currently running a blog of some sort? Of those, who has a blog specifically to help grow your business or sell a product or service? Let’s start at ground zero – What is a blog? It means a blog is anything you want it to be.
Heron Bay is an example of a new home, community-specific blog. They post articles about the community, events, info from the builders involved A local New Years event near the community was posted on the Heron blog. The story had 250 hits in 3 day period! If you have a large community, or a significant number of homeowners, a blog is a great way to involve them (get those referral #s up!) The more information on your communities that is “out there” the better your search engine results can be. AREF – is a VERY popular local real estate blog. It has VERY solid Search Engine Results (which Carol will talk about later) Look for local real estate Blogs in your area – just google “real estate blog – Richmond” for example to see if there are any around you The handout you received gives you a few resources for starting your own blog. The set up is fairly simple – and YES – you CAN do it yourself!
No question - Facebook is HUGE. Yes- it is mostly used as a personal connection site, but think of the possibilities when you are part of a site with 57 million active users!? That’s incredible! There is NO reason that you shouldn’t be on this site. Set up is easy – it is unfortunate that a business page HAS to be connected to a personal profile, but that’s the way it is – just for now hopefully. Bullets Let’s check out a few national builders that are using Facebook and doing it really well…
This is a Facebook page for DR Horton. They post photos of their communities, realtor events and discussions. The other page is for Pulte in Chicago. Here is a good example of using Facebook for a specific promotion. This is for their “Bring out the Griswalds” holiday lights contest . Pulte “netweaves” their Facebook page(s) with their Blog. Kathie will be talking more about netweaving a bit later, but basically their promotion is based on their blog and them cross promoted on the facebook page and through posts on Twitter – which Carol will discuss next. The contest was used to connect with current (and hopefully future) homeowners. There are other social networking sites like Facebook, that are geared specifically toward real estate that you might also want to check out like Active Rain, Trulia and Zillow. Now, I’m going to turn it over to Carol to introduce you to microblogging on Twitter.
Ok – so Dina mentioned how Pulte is using Twitter… Show of hands – who has heard of Twitter. Of those, who knows what a tweet is? Twitter is a microblogging site. It is basically blogging, but one sentence at a time. You have 140 characters in which to “tweet” to your “followers” what you are up to. Twitter has totally taken off, even more so in the last 3-4 months. In fact, it wasn’t even on our radar when we submitted this seminar to IBS a year ago. You wonder how can 140 characters help you sell homes? It is ALL about building relationships: With potential buyers, with real estate agents, with industry and subject matter leaders. They get to know you and they tell their friends and so on and so on… Serious Twitter users are pretty opinionated and particular, so do some research on protocols and best practices before you jump on. – this is also called “twittequette”
Lennar uses Twitter to “tweet” announcements and links to blog articles on their product and specific industry news. Pulte use Twitter in more of a social, relationship building sense – as they are a little more “chatty” with their followers. Two different and applicable approaches.
A great way to expand your online presence is to repurpose press releases for online distribution Include key words and anchor text where possible Increases SEO to website through social media optimization Some of our Favorites: NHDBuzz, PR.com, PRLog, PRZoom, PRWeb, etc. Do your research! Some PR sites are free, some require a membership fee and others you pay per release. PRnewswire and Businesswire – paid sites
Example of PR stories on the site for Bowen Family Homes. Reporters are constantly searching the Internet for stories. This is just one way to keep your name in front of them.
You Tube is a Video sharing network with user profiles and channels Allows consumers to see your homes and take a virtual tour Serves as video database for sites across the web Increases SEO and web presence - Google loves video Video camera called the flip $199 – easy to use and upload video
Here is the Highland Homes YouTube page – story about the agent that was an hour away and uploaded all the video.
Flickr is a photo sharing social media network with profiles for users or companies Allows you to easily load and share galleries of photos The site is owned by Yahoo, so it ranks high for Yahoo image search Increases SEO for Web sites – Google loves photos
Here are some examples of builders using flickr – Toll Brothers & David Weekly Homes Next we will go more in depth with case studies. Dina . . .
Why Should you care? Brand is built online. Marketing Sherpa asked advertisers where they planned to spend money in 2009. The biggest increases will be seen in Web 2.0 (social network marketing) – a 28% increase And email marketing with a stunning 34% increase

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jangz2 Tags social media home builders 3 years ago

Social Media for Home Builders Presentation Transcript

Social Media Marketing
It All Starts on the Internet
- 85% of Searches
- for anything
- start on the Internet
Your Website
- Built to Drive Traffic
- Difficult to Navigate
- Content and Branding
- Proper Call to Action
- Tracking & Analytics
Why should you care?
- Survey: Influence of Social Media on Customer Service
- 59.1% use social media to “vent”
- 72.2% research companies’ customer care online
- 74% decide based on others’ shared experiences
- 81% believe online discussions provide consumers a greater voice
Society for New Communications Research
Why should you care?
- Survey: Social Media
- 60% of Americans engage in social media.
- Of those, 93% believe that companies should be present in social media
- 85% Think that the company should interact with their customers through social media.
Cone LLC (www.coneinc.com) is a strategy and communications agency engaged in building brand trust. September 25, 2008
5 Reasons to Use Social Media
- Goals / Strategies
- Increase Traffic
- Social Media Optimization
- Reputation Management
- Social Networking
- Build Brand
Your Social Media Toolbox Tools of the Trade
What is a Blog?
- The technical answer:
Blog Examples
- 57 Million active members, 250,000 new registrations per day
- Online Cocktail Party
- Create a personal profile and a corporate or community Facebook Page
- Users can become a “fan,” write on your Wall, upload photos, comment etc.
- Send updates to your fans regularly — or just when you have special news or offers
Facebook Examples
Microblogging
- What are you doing in less than 140 characters
- Instant Messaging to the world
- Post and receive messages from “followers”
- Use Twitter to make announcements, answer buyer questions or just send a quick update
Twitter Examples
Online Public Relations
- Repurpose press releases for online distribution
- Include key words and anchor text where possible
- Increases SEO to website through social media optimization
- Our Favorites: NHDBuzz, PR.com, PRLog, PRZoom, PRWeb, etc.
PR.com Example
Online Video
- Video sharing network with user profiles and channels
- Allows consumers to see your homes and take a virtual tour
- Serves as video database for sites across the web
- Increases SEO and web presence - Google loves video
YouTube Example
- Photo sharing social media network with profiles
- Allows you to load and share galleries of photos
- Owned by Yahoo, so ranks high for Yahoo image search
- Increases SEO for Web sites – Google loves photos
Flickr Examples
Trulia
Active Rain
Social Media ROI
- Your Web site Tracking Report
- Increase Keywords
- Increase Referring URLs
- SERP Results
- Friends, Fans & Followers
- Sales
Getting Started
- Make sure your Web site is built to be interactive
- Create a Social Media strategy
- Launch a Blog
- Repurpose PR for online distribution
- Submit stories to Realtor Blogs
- Create pages on Social Networking sites
- Include email in your strategy
- Track your results
Text
- 72.2% of wireless users have SMS packages. 203 million Americans.
- 57% of wireless users 13+ are regular text message users.
- Texting has increased 107% in the USA in the past year.
- 2.5 billion text messages are sent each day in the USA.
Text
- More text messages are sent per phone than phone calls. The average text messages used per month is 357 compared to 204 cell phone calls.
- 15 million Americans used video on their cell phones in 2Q 2008.
- 138 million Americans have sent a text message in the past three months.
- neustar
Webinars
- How We Get Information Has Changed
Marketing Sherpa – 2009 Marketing Sherpa: Increased usage of virtual events and virtual tradeshows – 30% increase
Contact Information
- Carol Flammer, MIRM, CAPS, CSP
- [email_address]
- www.CarolFlammer.com
- www.mRELEVANCE.com
- www.TopBuilderBlogs.com
- 770-383-3360 x20
- @AtlantaPR