Social Media Marketing for Realtor's

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  • Marketing has changed….maybe you’ve noticed? How many of you use [click to build] Facebook for business? How many are on Linked In? Twitter? Anyone tweetingright now? (remind of twitter handle) [click to build] Who uses Pinterest? Instagram? YouTube?[click to build] And how many have checked your email today? (all hands up) …. [click to next slide]Mobile stat from: research from:email open by platform: https://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
  • The Influencer of Today has Changed: It’s now you or meIt’s Word-of-Mouth in the digital age:It’s easy to share and forward messagesReach more people, quicklyPositive endorsements help your brandNegative feedback can hurt your brandYour Fans and Followers can Become Your Brand Ambassadors, Endorsing You and building long-lasting positive buzz
  • If you have concerns, you’re not alone. Many small businesses think:(Click) Social Media Marketing looks interesting, but… I will never have a million customers or even 5,000….(Click) Using new, inbound marketing tools sound great, but… I will never write Thought Leadership articles….(Click) Paying close attention to what’s being said on social media sounds useful, but… I’ll never have a dedicated staff to do it right…(Click) I hear about new networks everyday, but… I just don’t have the time to stay current
  • What you do have is powerful! You can successfully market your small business or association because you have…Loyal, happy customersAn excellent customer experienceInteresting and important things to say!
  • There are easy ways to discover which social media channels are your customers’ preferred channels. (Click) Remember: your contacts, customers, and prospective customers want to keep in touch with you on their terms, so dive in and learn the nuances of the more popular social media tools like Facebook, Twitter, and LinkedIn. Your audience, marketing objectives, and available resources will dictate which social media is right for your business or organization. Another easy idea? (Click) Add social media icons to your next email marketing campaign or website and measure the number of new fans, followers, comments, etc. You will quickly be able to assess which channels are the most popular using click-through information available within Email Marketing reports or website analytics .
  • Make sure your presence looks good: make your profiles polished and professional-looking.Complete your business profile with a: description, clear contact information, your website URL, and a Join-My-Mailing-List tab/information;Include your website URLBrand the presence: add your business logo, pictures, and a backgroundAdd starter content! It’s important to populate your social media profiles with interesting, relevant content before you begin inviting folks to fan, follow, friend, and link to you.
  • Wondering what kind of starter content you can use to populate your profiles, today?Information, tips, and practical adviceQuestions asked by your customersOr links to:Archived Email Marketing newslettersPolls and SurveysEvent Homepages and registration pagesBlogs (yours and others)Websites (yours, and others in your area of expertise)Product or service reviewsThought-provoking discussions that inspires debate and dialogueRich media: relevant videos, photos, podcasts
  • Announce your new presence in your newsletterwith a clear Call-to-ActionInclude standard links in every email so subscribers can share your contentInclude social media sign up icons in every email so subscribers can join you on your social sitesAnnounce your new presence in your newsletter with a clear Call-to-ActionInclude standard links in every email campaignAlways include a share bar in every email. Make it effortless for your network to share your great content
  • Speaking of starter content, one of the best ways to reuse content is by repurposing email marketing newsletter content. Most Email Service Providers such as Constant Contact provide a Share Bar at the top of emails which will allow both you – and your recipients – to share your content across social networks. Whenever possible, add Social-sharing capabilities to your content to provide customers and prospects alike an effortless way to share it within their networks.
  • Why are businesses and organizations using Facebook? It’s because the majority of people who use social media are on Facebook, which means your customers or members are there too. There are now 845 million active users, and more than 483 million of them log on to Facebook in any given day.They’re spending a lot of time on Facebook and it’s not just about connecting with their friends and family. Users are also connecting with the brands and businesses they like.Let’s meet one of those businesses, who we’ll use to illustrate how Facebook can be a key part of driving your strategy.[click to next slide]Source: Facebook S-1 filing, 4.23.12ADDITIONAL STATS: People Interact With their Favorite Brands on Facebook More than other Social NetworksFacebook – 34%, Twitter – 4%, LinkedIn 1%2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
  • Create a Business PageRecruit fansFill with content that is relevant to them – comments, photos, videosMake settings public so your customers and prospects can find youUse as an alternate landing page for your email Add a “Join My Mailing List” form to invite people to join your listA few important things to know about Facebook’s functionality include:Like – let’s the Business Page administrator know that you are a fan of their business, association, or brand. Upon “Liking”, a user can engage with the business page.Post – text, pictures, videos, etc. – the action of putting up content to your pageComment – Leaving a written response for all to see, be it positive or negativeShare – extending the reach of any content object within that user’s network. The content will reference it’s source. ‘Share’ also gives you the ability to send content as an inter-Facebook message to a unique userGroups – Administrated discussion groups within Facebook on varied topics(Click) Applications – Join My Mailing List! As with any marketing outpost, you will always strive to collect the contact information of a prospect in order to engage more deeply with them, in more targeted ways. Constant Contact provides you the ability to do this by adding it’s JMML Application to your Business Page on Facebook. As you learn more about applications, you can seartch for an add those that are right for your business.
  • 81% of Business to Business marketers are using LinkedInB to B Magazine33% of Non-profits and 52% ofAssociations using LinkedInNonprofit Social Network Survey Report, 2009
  • Manage your professional contacts and relationshipsFind individuals you know in a professional capacityJoin networks or groups by industry, geography, or work historyParticipate in discussionsRecruit attendees to your eventsInvite people to join your mailing list
  • 51% of active Twitter users follow companies, brands or products on social networks - Edison Research, February 2010If you ask the folks at Twitter if they are a social media network, they will correct you and identify themselves as an “Information Sharing Tool”. In essence, Twitter allows you to listen to global conversations about anything and everything in real time, as they are happening. This is important to any Small Business Owner for many reasons, including:
  • It gives you an easy way to listen to what is being said: about you and your industry; and about your domain of expertise and your competitors;You can become part of the “conversation”, engaging and adding value to the many-to-many dialogue. Cultivating an approachable online personality will increase your visibility and network-effect over time.Using Twitter, you can:Share links to interesting content & ask for feedbackTweet a survey or pollSend Direct Messages (DMs)Retweet content from people you are following
  • When getting started with social media marketing, be the expert!1. Focus on the content - share knowledge so people careIt’s not about youIt’s about what you know2. Trade useful information for attentionWill they talk about it when out with friends?Will they look forward to your next communication?Will they be inspired to share/tweet/comment on this information?3. Filter out the noise by narrowing focusing on creating a stream of relevant, interesting contentBe an expertClearly convey the mission. It’s OK to deviate at times, but stick to a 90/10 rule of thumb
  • DN note: the graphic here tells more than the story that is needed…just want to focus on the fact that in the study, 67% of businesses received 4 out of 5 stars or better, with only 15% receiving 2 or fewer starsOnce you are actively monitoring for social media channels, you will encounter both positive and negative comments. Positive comments are a perfect opportunity to interact and help spread your messages and other content. Social networks are a convenient way for people to share interest and excitement, but more importantly… relationships. So what should you do?Comment back. A simple sentence to show you are interested in what they have to say demonstrates that you are listening to your customers, and those prospects that are lurking. Whenever someone says something positive about your business, simply say ‘Thank you!’ online – publically – to reinforce continued engagement and show prospective customers that you are listening.Answer questions. Clear and helpful answers to questions posed by your customers is a hallmark of excellent customer service. The benefit of answering them on your social media network is twofold: 1) odds are others have the same question and will be helped- or chime in for more information, and 2) you can then repurpose your answer (content!) by including it in your Email Marketing, Tweeting it, etc.This graph shows Yelp’s aggregate rankings of businesses as of September, 2009. Yelp is a ratings and review social site which allows consumers to share the experiences they've had with local businesses. This As you can see, the majority of online feedback is positive.
  • What should you monitor? Monitor the activity of all your social presences, including:Your Brand. Think about all it’s possible spellings / configurations. For example: Far And Away Bicycles, Far & Away, Bicycles, Bikes, etc.Your competitors. Spot successful tactics being used by others in your industry (and the not-so-successful!) For example: Does the pizzeria down the street tweet daily?Do the other consultants in your area of expertise have LinkedIn profiles? What do they look like?3. Categories, topics, and keywords of your business. For example:Pets, Dog Day Care, Cat, Dog, Pet sitting, Animals, Rescue etc.Take a few minutes to make a list of the main topics you’re monitoring, and then make a list of three or four subtopics. If you think about it, when you’re focused on your reader and your expertise, most of what you’re going to be monitoring falls under five to seven main topics. Set these topics up in Google Alerts or Twitter to begin to get a pulse on the conversations happening and content being distributed.4. The experts and influencers in your business. Watch not only what they’re saying, but what they’re sharing, which events they’re choosing to promote, who they’re following, etc.
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
  • When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your avail:HootSuite: a social media dashboard for teams used to gather intelligence, search, etc.Last but note least: NutshellMail: (more in the next slides)Google Alerts: Google Alerts allows you to “save” keywords. Google Alerts will then send you an email anytime your keyword matches with new content found on the web.You could mention these as well…TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc.RSS: Real Simple Syndicate. Use a web reader (such as Google Reader) to “pull” new content to you in real time. You can apply an RSS feed from newspapers, blogs, and most content distribution channels.
  • Social Media Marketing for Realtor's

    1. 1. © 2012 social media marketing made simple for realtors
    2. 2. © 2012 www.twitter.com/LizBESocial www.facebook.com/LizBeSocial HELLO! Liz Olimpio Principal lolimpio@lizbesocial.com 2 www.LizBESocial.com Mal Stanton Content Strategist
    3. 3. © 2012 3 38% Source: Litmus, “Email Client Market Share,” April 2012
    4. 4. © 2012 Realtor.com – 2013 Survey of California Home Buyers “more than eight out of 10 home buyers are accessing home information on their smart phones and computer tablets” 4
    5. 5. © 2012 Realtor.com – 2013 Survey of California Home Buyers 5 The use of social media in the home buying process continued to increase, with three-quarters of buyers now using it, compared to 52 percent who used social media in 2011. Buyers primarily used social media for buying tips and suggestions from friends (43 percent), neighborhood information (42 percent), and to view their agents’ Facebook pages (41 percent). The use of social media as a form of communication is expected to grow, with 91 percent of buyers saying they are receptive to receiving information about the home buying process from their agent via social media.
    6. 6. © 2012 social media endorsements = $ 51% of the U.S. sample had purchased a product based on an online recommendation. 6
    7. 7. © 2012 Source: Neilson Global Trust in Advertising Survey, 2007 social media is the new word of mouth you must provide a great experience you must engage with customers to help them spread the word 7
    8. 8. © 2012 © dennis nations 2011 concerns? you’re not alone… social media looks really interesting, but… I’ll never have millions of customers… using new marketing tools sound great, but… I will never write thought leadership articles…. reading what’s being said sounds useful, but… I’ll never have a dedicated staff to do it right… I hear about new tools and networks everyday, but… I just don’t have the time to stay current… 8
    9. 9. © 2012 what you do have is powerful… loyal, happy customers an excellent customer experience interesting and important things to say! 9 if you don’t… that’s what you want to focus on
    10. 10. © 2012 your contacts want to keep in touch, but on their terms 10 add social icons to email campaigns to define your audience’s preferred channels discover preferred channels 10
    11. 11. © 2012 what social profile to start with? 11
    12. 12. © 2012 look professional • complete your business profile • brand your presence • add starter content 12
    13. 13. © 2012 starter content • information, tips, and practical advice • questions asked by your customers • links to: – archived newsletters; event home and registration pages – polls and surveys – blogs (yours and others’); websites (yours, and others in your area of expertise) – thought-provoking discussions that inspires dialogue – relevant videos, photos, podcasts 13
    14. 14. © 2012 Google Analytics – Social Referrals 14
    15. 15. © 2012 kick-start growth: use your email list • announce your social presence in your newsletter • include social share links in every email • include social media sign up icons in every email 15
    16. 16. © 2012 make content shareable 16
    17. 17. © 2012© 2012 reuse content: Focus HR 15
    18. 18. © 2012 18
    19. 19. © 2012 1,000,000,000+ registered users 530,000,000+ daily users why create a business page? 19
    20. 20. © 2012 Personal Page vs Business Page 20 Likes Friends
    21. 21. © 2012 tips for your business page • post fun, engaging content including photos & videos to stay top of mind with prospective buyers • Ex. Post updates like “I am grateful to be blessed with so many great clients.” Or post photos of your listings with comments like “Super excited for this new listing… Could you live here?” • custom tabs/apps are your calls to action • Insights help you learn what your fans like • run targeted ads • The events tool helps you promote open houses 21
    22. 22. © 2012 Realtor.com - Social Connections http://marketing.realtor.com/engage/realtor- facebook-app.php • display your listings on Facebook • gather and share recommendations • unlock mutual connections • Mobile friendly 22
    23. 23. © 2012 Zillow - http://www.zillow.com/webtools/face book-apps/ 23
    24. 24. © 2012 81% of B-2-B marketers are using LinkedIn 33% | 52% Nonprofits and Associations using LinkedIn what’s the deal with LinkedIn? 24
    25. 25. © 2012 25 150,000,000 + users in more than 200,000,000 + countries what’s the deal with LinkedIn? *Source Realtor.com
    26. 26. © 2012 Keywords in LinkedIn Headline 26 GET THE FULL LINKEDIN PROFILE INFOGRAPHIC HERE: http://bit.ly/LinkedInProfileInfographic
    27. 27. © 2012 tips for using LinkedIn • find individuals you know in a professional capacity • ask for introductions to connections in their networks • join groups; participate in discussions; recruit attendees to your events • ask for recommendations 27
    28. 28. © 2012 300,000,000+ active users 51% follow companies, brands or products on social networks should I be using Twitter? 28
    29. 29. © 2012 tips for using Twitter • share links to interesting content • write in a headline format • send direct messages (DMs) when appropriate • retweet content from people you are following • use hashtags to link tweets 29
    30. 30. © 2012 • focus on the content: share knowledge so people care • trade useful information for attention • inspire trust by filtering the noise social media “dos” 30
    31. 31. © 2012 social media “don’ts” • don’t pitch • don’t overtly self- promote • don’t offer incentives to get reviews or sharing • don’t get too personal 31
    32. 32. © 2012 address and encourage “positivity” • comment back • say “thank you”! • answer questions • share comments through other marketing channels 32 -- Yelp aggregate rankings of businesses, 9/2009 do it again! create a great offer have clear call to action publish + promote meaningful results
    33. 33. © 2012 monitor social sphere categories, topics, keywords similar companies your brand experts + influencers 33
    34. 34. © 2012 Google Alerts tools to manage + monitor 34
    35. 35. © 2012 Hootsuite tools to manage + monitor 35
    36. 36. © 2012 Facebook Scheduler 36
    37. 37. © 2012 NutshellMail tools to manage + monitor update your networks track your activity reply from your inbox 37
    38. 38. © 2012 tips for using YouTube • Create short videos of properties • Make titles keyword rich • Market analysis 38
    39. 39. © 2012 Time to put talk into action 39 Step 1: Take Video Step 2: Upload to Facebook Step 3: Write text highlighting selling point of property Be yourself/authentic
    40. 40. © 2012 next steps… 2 Hour hands-on training classes with a step-by step guide. Social Media and Email Marketing Training Socialize Enewsletter  Quick actionable tips to build your brand and grow your customer base Text “Socialize” to 22828 and Subscribe Now 40

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