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Social Media and Realtor Associations

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How and Why Associations should participate in social media. How to begin, What to do first. A basic overview of social media networks and use of media to promote classes, provide information, mediums …

How and Why Associations should participate in social media. How to begin, What to do first. A basic overview of social media networks and use of media to promote classes, provide information, mediums to use and how to garnish member support and participation.
Grow your association with social media
Debbie Kirkland, Realtor
HomeSalesofTallahassee.com

Published in: Real Estate

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  • 3 Elements most associations are most likely concerned with:Perception – how do members and the public perceive Realtor associations. What’s your purpose? Two different perceptions, I’m talking mostly today about how members perceive their associations. Performace:Is my association providing services, if so, what, when, where? How do I find out what my association is doing for me?Participation: As an association, this is your goal, right? Are members participating in your events. Are they giving you feedback on your events and are they talking about your events (positively and negatively… you will soon find out via social media)
  • My intro.. Realtor,notAssoc employeeDirector, TBR, FARGovt Affairs ChairSM geek and LIFE Long Learner… SM Sponge .. Among other things.
  • All of these things come back to perception, performance and participation. Are you doing your job, are you listening to your members, are you providing what they want, are they happy about it? *Ticket Please!* if you are,.. You are done, and you probably don’t need to be here,… if you are unsure, and that’s where most of will be, and where we want to be to grow, then today you will begin asking yourself questions, organizing your staff, recruiting member leadership to help you accomplish these things. Social media is constantly evolving, you are never “done.”
  • Gen Y is leading this revolution. There are many discussions on whether “social” media should be restricted. We will talk about that further into the presentation.Want to give your Gen Y’s a project, get them involved? Recruit them for helping you set up your social media campaigns.Listening ~ monitor your sites, monitor conversations, ask for explanations, ask for detailsHow Can you lead if you don’t know what you are doing? You must learn, you must put the time in. Realize there is no complete plan, no perfect policy./ social media is highly subjective
  • Take the Pulse of your association, of your members. Use polls, questionairres, assemble technology panels from members.Your website is your hub. If you are developing one, do you have social media integration?Identifying a social media policy is critical. Training is paramount.Developing a plan of action, a timeline, what to use, when, where is just as important as how – what tools you will use.Do you have staff who can meet, organize, take part in your social media development. Who will review information input and outflow? This might be a consideration if you are hiring staff. Are they proficient in social media?Maybe you already have talent – someone who writes, likes to take video, be in video – Is there time for them to be involved with their other duties?Do you have a technology committee that can work with you to develop strategies, ideas and to participate in keeping information flowingIs there a budget, perhaps you could hire or pay a part time intern from a local college or a ghost writer. Perhaps you need to budget for a social media consultant.Members -----What technologies are members using and what are their expectations from their association on keeping current with technologySome members are in denial, however they are connected to technology whether they know it or not. Lockboxes, supra wireless updates, emails, paragon systems, mls, video, photo slideshows. Gen Y is leading this interest, but many others, older are adapting and using effectively and intuitively.
  • If you need help, Ask!Resources to make you feel comfortable with technology – the more you know, the more you can develop.
  • Some things never change. ; )
  • So, let’s begin with a few definitions, FIRST: ( All of these will be listed in your handout )Social Networks:*RAISE YOUR HAND AS WE RUN THROUGH THESE IF YOU USE THEMYOURSELF*So here are a few examples. Many more exist, but a few come to mind for incorporation for any business or associationFB – Create event pages, use to announce large events Twitter – Cross post and advertise links to your events. Get members to follow hashtags i.e. #REBCORL #FLRealtors follow with Tweetdeck , Seesmic or HootsuiteLinkedIn – customizable for connections, groups – use Groups to communicate. Post events, create discussions or link back to discussions on FBBlogs – Not just information, but announcements, posts.. MAKE SURE THEY ARE RSS feeds! SEO, links, categories, searchable, linked to websiteYELP – Post a profile there.. More for the public, but ask members to yelp you!Foursquare: Post your Assn – let members check-in.. Give a prize or tip of the day for chek-ins – encourage members to check-inGowalla: Same principle as Foursquare, more of a geo-locator based Newspaper Blogs: have a sposkesperson? Want to get involved in a govt. affairs issue? Here you go, opportunities. Want to host a webinar on Amendment 4? Ask a paper to write an article announcing it and post it on their blog.
  • How are you communicating with your members? What are you sharing?My advice, tackle one, then two, then three, then,………….
  • Social Media tools.Do you have someone in your association that take photos, video? Is there a technology team leader or paid employee? How are you communicating to your members now?How much are you SPENDING on communications now? Email, newsletters, mailouts, printing. Budget for social media. If you use technology, members WILL follow. Show them how to connect, let them see you using it regularly.Read Terms of Service, Establish your privacy settings, Learn how to use the sites you are on BEFORE you begin.RESOURCE: Mike Mueller – AreWeConnected.com Doug Devitre – DougDevitre.com
  • I have handouts for you for micro sites but think of these sites in categories:Video/Audio sites for posting videos, cross-postingPhoto sites for creating, storing, sharing and cataloging your photos. Copyright your creative works!!Podcasting and Webinar sites for love broadcasts or PAY PER VIEW presentations –QUESTION: How do you feel about class broadcasts? Some assns. Are worried that would eliminate live bodies in classes. Thoughts?
  • Assemble your team, train them, “inspire them”, and watch it evolve. Don’t hop on without your game plan.
  • An easy to navigate website is critical to members getting your information.It’s entirely possible that it will need to updated often, possibly even have a major overhaul every few years. All the more reason to use open source formatting and not get tied to a particular coder.
  • Why Facebook? – This is your social network..your party list, your friends, your family, your co-workers, this is your reality. Some say it will replace e-mail. (probably the same people that said e-mail would replace written mail)Facebook Set Up Help: ( follow FB experts, watch you-tube how-to’s)Choose Page Names WiselyPost Mission StatementInvite MembersDifference in Fan Pages and in GroupsCreate Profile Badges and Post on Blog, WebsiteGet a Vanity URL
  • Twitter is: a social networking and microblogging service, enabling its users to send and read other users' messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Tweets are publicly visible by default, however senders can restrict message delivery to their friends list. Users may subscribe to other author tweets—this is known as following and subscribers are known as followers
  • LinkedIn is a network of trusted professionals.People connect with business professionals, people they have worked with or 2nd, 3rd. 4th generation of introductions are made. There is a verification system for making connections here.Group discussions and activities are held to seek professional opinions, share knowledge, promote events, etc. to other professionals.
  • Set privacy boundaries – Social media is social and comments will NOT always be positive. Have a plan for positive rebuttal and counter-points. There’s always ongoing debate about allowing content or not, but short of being illegal, most should be allowed. There are opportunities to “teach” when replying to negative commentary.Tagging people creates 1) buzz on your site AND theirs 2) makes most people feel good to be noticed
  • Timeline: Setting posting goals of a minimum and just make it part of your daily scheduled duties.Blogging: Make a list of 30 topics at the beginning of every month. Use (and give credit to) members blogs, NAR, FAR, trade or technology magazines, local papers. Use guest bloggers.Aggregate: tools such as networked blogs, Yahoo Pipes(one of the newest), Twitterfeed, Friendfeed, etc.Blogging themes may help you create ideas
  • Do you produce a newsletter? How about a Magazine? Do you have handouts at your courses or meetings? Initial set up time is the most consuming. After that, it is a plan of action… if you write something, you post it on A, B, C, sites your ink and cross link. Done. You ASK them. Involve them, Engage them. Initiate discussions – send to your key contacts or members active in Social media.No. In fact, if there are trouble makers, or negative stalkers, you can certainly control, delete or moderate comments, etc. Have a damage control plan.Separate Business from your own personal networks – Make it clear to whomever is posting that they are representing your Association.Set Privacy Settings – don’t let people tag you in photos- only friends. Only ones you can call to say, take it down if it is not nice!Sort friends, members and affiliates on FB. Create groups for different targeted communicationsDelete.. You have the power.
  • Who speaks for the association — the official spokesperson or the employee? Employees need to know what and when to share.In a member’s (or policymaker’s or journalist’s) mind, it’s possible they see a staffer as representing the association no matter what the staffer might think. Training that addresses appropriate social media behavior and privacy issues is necessary.NAR has entire section on Social Media – Todd Carpenter wrote many great outlines for you.
  • Being aware of Terms of Service of each social network is important, but more important is what you are posting, where you are getting your information, are you violating law, ethics, anti-trust standards.Help yourself:Learn from others: attend technology events. And PLEASE help your members learn how to use the Realtor Logo.
  • Blogging- a diary, an information log, a way to present ideas. Do you have a staff editor?Might want guest bloggers to submit blog posts to editor for approval or editing.Be ready for comments. If you’re not going to “allow” comments, then why have a blog?Use links, backlinks to website and cross post to social media sites for wider broadcasting.
  • Chicago Realtors Blog – design, organization, RSS subscription – really important so that it goes to people’s email or reader- More likely to open it.Northshore – Mass – well organizedSacramento – LOVE the order and graphics. Creates interest
  • Easy to view, navigate, search, Has RSS Feed, topics, archives, recent posts – EASY to use!Someone might want to ask them who writes for them, who designed their site, etc.If you want to know how to do something right,.. Ask those who are already successful and doing it right.
  • Another great Example, Class Information Accessible, Events Button, Governmental Affairs Issues Posted,Social Media Connection Button – large and visiblePublic links
  • Closing remarks…Simple steps, it’s all about EDUCATION.
  • http://dougdevitre.com/ Doug Devitre, speaker at Florida Realtors Conference and REBarCamp AttendeeGet your members to the Florida Realtors Conference… and to the next REBarCamp Orlando!
  • Transcript

    • 1. Associations and Social Media
      Perception.Performance.Participation.
    • 2. Intro and Disclaimer
      Just a REALTOR
      Member
      “She has fun”
      Single Mom
      2 Girls
      Native, Tallahassee, FL
      I Happen to “GET” Social Media
      Twitterholic… @FloridaSunSales
      #Twitterqueen
      Small Business Owner x 60 employees
      Former Consultant for Dentists!
      TalkTallahassee.com
      Harley Rider
      #REBarCamper
      I’m “JUSTSAYIN”……
      You’re gonna do what you want to do anyway,.. Right?
    • 3. Purpose of This Presentation
      Define Social Networking and Social Media
      Present Ways for Associations to Use Social Networking and Social Networking and Media to Improve Member Services
      Explain Social Etiquette and Responsibilities
      Demonstrate the Success of Association-Member Relationships
      Suggest ways YOU can inspire your staff and your members to make this work for everyone.
    • 4.
    • 5. The Role of the Association
      You are:
      Leading them there, not following them
      You are giving them tools to grow their businesses
      You are providing them information to perform their businesses
      You are opening dialogue to discover their needs
      Listening
      You are not:
      Stalking members
      Judging social media behavior
      A social media therapist
    • 6. Assessment
      Where you are today
      Do You Have a Website
      Do You Have A Social Media Policy
      Do You Have a Social Media Plan of Action
      Do You Have Staff To Facilitate Ongoing Functionality
      Do You Already Have Staff Talent
      Do You Have a Social Media or Technology Committee
      What Is Your Budget
      Are You Willing to Learn
      Where are Members today
      What Technologies are They Using
      The Interconnection to Technologies Whether They Like It Or Not
      Who are your Social Media Innovators
    • 7. Staff Training
      Florida Realtors Communications Director – Lisa Walker
      Florida Realtors Education Director – Will Campbell
      E-Pro Class for Association Executives via NAR
      http://aepronar.com
      Attend Realtor Technology Events
      RETechSouth
      REBarCamps
      Inman Connect – Real Estate Connect
      Xplode! Conference
      Social Media Marketing Institute Training
      Connect.Connect.Connect
    • 8. Associations Through The Ages
      http://www.youtube.com/watch?v=mKSvgmpVJFk
    • 9. Social Networks
      Facebook
      Twitter
      LinkedIn
      Blogs
      Yelp
      Foursquare
      Gowalla
      Newspaper Blogs
      Social Networks are collaborative tools and technologies that create conversation, engage members in discussions and create and maintain relationships.
      Are you building relationships?
    • 10. How Many Can You Name?
      The list grows every day
    • 11. Social Media
      Got Class Flyers?
      Got Artwork?
      Got Pictures?
      Got Video?
      Got Webinars?
      How Much are you Spending?
      Invite Member Participation
      Be Mindful of Your Privacy Settings -TOS
      Social Media is a collection of data, media productions, documentaries of events, personal and professional that are developed individually or collaboratively and shared among users of social networks
      Turn standard news into social experiences.
    • 12. Media Sharing Sites
      Video-Audio
      Photo
      YouTube
      Flickr
      Photobucket
      Hulu
      Yahoo, MSN, AOL Video
      Podcast Sites
      Microblogging sites
      Flickr
      Picassa
      Snapfish
      Shutterfly
      Open Photo
      FreePhoto
      Twitpic
    • 13. Your Social Media Strategy
      You Have one right?
      This is the FIRST Step before jumping into any social site on behalf of your association.
      Get Organized First!
      Then, Have Fun with it!
    • 14. WebsiteThe Hub of theAssociation
      What is your “Distribution Strategy?”
      Home Base for All Member Services
      Linked to BLOG
      Linked to Social Networks
      How Does if Look to you?
      How Easy is it to Navigate?
      Do Members Want To Use it?
      Can They get it on Their Smartphones?
    • 15. Facebook est.2004 500M Users 1400 Employees
      Benefits:
      Examine your Settings!
      Involvement
      Indexed by Google for SEO
      Messaging, Announcements
      Use on Websites, Blogs
      Set Up:
      Profile Set Up
      Invite Members to Join
      Fan Pages
      Group Pages
      Create Profile Badges
      HELP: http://www.facebook.com/help.php?page=896
      Estimated Revenue in 2010 – Over $1 Billion
    • 16. Twitter est. 7/2006 190M users141 employeesWhat’d She Say?
      • Create a Name
      • 17. Utilize a Monitoring Tool for Searches, Monitoring Streams
      • 18. Locate Members, State Realtors, Local Officials,
      • 19. Use Twitter Tools i.e. Tweetlater, etc.
      • 20. Use Aggregators for Blog postings
      • 21. Twitter is a LIVE stream of information
      Estimated Revenue in 2010 – Over $1 BILLION
    • 22. LinkedIn Est. 2003 80M users 600 Employees
      Professional Site
      Primarily For Professional Posts
      Recruiting
      Group Discussions with Peer To Peer Interaction
      Estimated Revenue in 2010 – Over $710 Million
    • 23. To Post or Not to Post
      Set Boundaries
      Tagging?
    • 24.
    • 25. Where, When, How, Why To Post
      Set a timeline
      Blog Posts 2 – 3 times week into Social Network Sites
      Use aggregate tools to cross post
      Consider daily posts with themes, i.e. Monday Member news, Tuesday Technology, Wednesday WCR, Thursday Development Report, Friday Market Reports, etc.
      Give members up-to-date industry reports, association reminders,
      Why? Create discussions with members~ Ideas are born in creative discussion.
    • 26. Common Questions
      Separate Business from personal networks
      Use Privacy Settings
      Define Groups
      There’s always the “Delete” or “Block” button
      How Much Time is Involved?
      How Do We Get Members to Participate?
      Do I Have to friend people if I don’t like them?
      How Much Time is Involved Again?
    • 27. Social Etiquette and Responsibilities
      Who is doing your talking?
      Training is essential – Ongoing, Developing Policies
      Review NAR Social Media Policy for Associations
      Risk Management Podcast – NAR
      Social IS as Social DOES
      Social Party Behavior
      How will you act at your party? Who are your guests? Will they talk about your party long after it’s over? Do they want to remember it, or forget it?
    • 28. Social Awareness
      Things to be Mindful of – And Great topics for Blogs!
      Copyright Infringement
      Defamation of Character or Industry
      Fair Housing Laws
      Anti-Trust Violations
      Help Your Members Grow Their Social Awareness
      Learn, Teach by Example
      Organize a REBarCamp – “un-conference”
      Teach Proper Use of Realtor Logo
    • 29. The Blog
      Timely Information Postings
      Calls to Action
      Public Relations Opportunities
      Guest Bloggers
      Without engagement a blog is a bust.
      Member News and Engagement Opportunities
      Networked with Social Networking Sites
      Hyperlinked – to other areas of your website, previous posts, keywords and outside related posts or sites
    • 30. Examples of Great Realtor Association Blogs
      http://chicagorealtorsblog.org/
      http://www.northshorerealtors.com/
      http://www.sacrealtor.org/
      NOTE: I went through 20 states searches using this search term:
      “*State* Realtor Association Blog”
      The results were less than remarkable. In most states, there were no results until deep into the Google pages. Plenty of room for improvement!
    • 31. Pinellas County Association
      http://proview.tampabayrealtor.com/
    • 32. Kansas City Association
    • 33. Don’t Delay Innovation
      Don’t get caught behind technology
      Don’t loose members by not being ahead of them, or at least in line with them
      Educate yourself AND your members
      Utilize and follow technology vendors – (Especially on Twitter)
      Follow Industry Leaders and Experts
      Make building your Technology Outreach a part of your Association
      Find a Way to Make Money with Technology
    • 34. Now Go Give ‘Em Something To Talk About
    • 35. Grow With Your Members
      http://www.youtube.com/watch#!v=_CWu5-BIuGA&feature=related
    • 36. Get Your Members Here
    • 37. Debbie Kirkland, RealtorHomeSalesofTallahassee.com850.212.0440@FloridaSunSalesTalkTallahassee.com
      Thank you for attending!
      Get Social!
    • 38. You heard it here
      This Presentation:
      http://www.slideshare.net/DebbieKirkland/fl-realt
      Resource Handout:
      https://docs.google.com/document/edit?id=1deoIaFLAxhORZoX0zGzcx3pmlmJqasDnJuH4Pc-d9c4&hl=en&authkey=CNCP070P
      I want you to talk about it here: