Social Media and Realtor Associations
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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

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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!

Social Media and Realtor Associations Social Media and Realtor Associations Presentation Transcript

  • Associations and Social Media
    Perception.Performance.Participation.
  • 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?
  • 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.
  • 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
  • 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
  • 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
  • Associations Through The Ages
    http://www.youtube.com/watch?v=mKSvgmpVJFk
  • 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?
  • How Many Can You Name?
    The list grows every day
  • 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.
  • 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
  • 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!
  • 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?
  • 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
  • Twitter est. 7/2006 190M users141 employeesWhat’d She Say?
    • Create a Name
    • Utilize a Monitoring Tool for Searches, Monitoring Streams
    • Locate Members, State Realtors, Local Officials,
    • Use Twitter Tools i.e. Tweetlater, etc.
    • Use Aggregators for Blog postings
    • Twitter is a LIVE stream of information
    Estimated Revenue in 2010 – Over $1 BILLION
  • 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
  • To Post or Not to Post
    Set Boundaries
    Tagging?
  • 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.
  • 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?
  • 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?
  • 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
  • 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
  • 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!
  • Pinellas County Association
    http://proview.tampabayrealtor.com/
  • Kansas City Association
  • 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
  • Now Go Give ‘Em Something To Talk About
  • Grow With Your Members
    http://www.youtube.com/watch#!v=_CWu5-BIuGA&feature=related
  • Get Your Members Here
  • Debbie Kirkland, RealtorHomeSalesofTallahassee.com850.212.0440@FloridaSunSalesTalkTallahassee.com
    Thank you for attending!
    Get Social!
  • 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: