8 Steps to Building and Protecting the Perfect Brand

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Joe Sesso's presentation on 8 Steps to Building and Protecting Your Brand for Homes.com.

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8 Steps to Building and Protecting the Perfect Brand

  1. 1. 8 Steps to Building and Protecting Your Brand Presented By: Joe Sesso National Speaker Homes.com Facebook.com.com/joesesso.edutainer
  2. 2. The Power of the “brand”
  3. 3. How can you improve your online presence? The Ultimate Online Brand-Building Strategy
  4. 4. You Need to Answer 3 Questions
  5. 5. Step 1: “What do I do Best in my business?”(Strengths)
  6. 6. The Power of the Brand
  7. 7. Step 2: “What do I lack in my business”(Weaknesses)
  8. 8. An Inconsistent Social Media Campaign?
  9. 9. An Inconsistent Social Media Campaign?
  10. 10. A Boring Business Page Title?
  11. 11. Lack of Good Online Reviews
  12. 12. Could This Be a Problem?
  13. 13. Step 3: “What are the Opportunities & Potential Threats to my business”
  14. 14. SWOT Analysis
  15. 15. Title Strengths * Preferred Listings on Homes.com *Knowledge of area Weaknesses * Poor website *No Social media Opportunities Threats *New Agents *New technologies SWOT Analysis
  16. 16. Step 4: Building the Online Brand Q: What’s open 24/7/365, represents your brand and who you are, and can be a valuable tool for a buyer to find their dream home? A: A Website
  17. 17. Websites Need to Be… 1. Engaging 3. User Friendly 5. Inviting 2. Interactive 4. Easy to Search 6. Able to capture leads
  18. 18. Marketing Tools Capture Leads With Your Website Full-featured, professionally-designed agent and office websites featuring IDX search, Social Integration, Streaming Content Wall, Auto-Suggest Search , Property Tracker, & more. -10-
  19. 19. Marketing ToolsCultivate Prospects With– Home Tracker Consumers who sign up for Home Tracker will automatically be e-mailed the latest listings that match their custom search criteria. Your prospects will continuously be reminded of you. -17-
  20. 20. Create a Social Wall on Your Website
  21. 21. Question 1: “What are my real estate strengths?”
  22. 22. Example: Foreclosures
  23. 23. Question 2“Why would someone want to visit my page?”(hint: title & content)
  24. 24. Ideas for Your New Title • “Fort Worth Lifestyle” • “Living in (city or zip)” • “Central Texas Foreclosures” • “St. Augustine Real Estate” • “Green Living in Phoenix” • “Galveston Waterfront Living”
  25. 25. Question 3“Now that I have a great title and content, how do I drive traffic to my page?”
  26. 26. Facebook Promoted Pages, or…
  27. 27. Step 5: The Power of Video
  28. 28. YouTube User Facts: ● Average number of hours watched per month = 6 Billion Hours ● Number of U.S. viewers daily = 75 Million ● % of U.S. internet users that watch video monthly = 83% ● According to Nielsen Ratings Youtube reaches more U.S. adults (18-34) than any cable network
  29. 29. Step 5: The Power of Video Discovered on You Tube
  30. 30. YouTube ● Step One: Upload your Video
  31. 31. YouTube ● Step Two: Create an AdWords account
  32. 32. YouTube ● Step Three: Launch your video ad
  33. 33. Reports to show you Who is watching your Video YouTube
  34. 34. Video For Branding
  35. 35. Question 3“Now that I have a great title and content, how do I drive traffic to my page?”
  36. 36. Portal Branding & Link
  37. 37. Easy Link to Your FB Page
  38. 38. Right Place, Right Time Marketing
  39. 39. Ignite Video App • Only $5/month •Unlimited Storage •Voiceover •Add music •Cool transitions •Post everywhere •All from Smartphone
  40. 40. Title Strengths * Preferred Listings on Homes.com *Awesome website *Video marketing Weaknesse s *No Social Media campaign Opportunities *Video Marketing *Lead capture Threats *Reputation Mgmt SWOT Analysis
  41. 41. It takes a lifetime to build a reputation and only 15 minutes to destroy it. -Warren Buffet
  42. 42. People Search Google First
  43. 43. Are You Checking Your Reviews?
  44. 44. Do You Have Social Influence?
  45. 45. What’s Your Online Reputation? It is the sum of your business visibility + reviews.
  46. 46. Local Business Reviews ❖ Public reviews build trust ❖ 89% of local consumers trust online business reviews – *Source Cone Inc ❖ Think of reviews as “Testimonials 2.0” ❖ Reputation was the 2nd most important factor when choosing an agent- *Harris Interactive
  47. 47. Step 6: Reputation Management Maximizing Your Online Presence Using Search & Reviews
  48. 48. Where is your business listed? Start with Google Local, Yahoo! Local and Bing Local
  49. 49. Get Happy Clients to Post Reviews
  50. 50. Step 7: Social Media – Get it Going!
  51. 51. Social Media “Social media for Realtors® is not about pushing listings…” “It’s about growing your referral network!” Jimmy Mackin, Inman News
  52. 52. Social “Must Haves” The Pages • Facebook Business Page • Google+ Page • Twitter Page • You Tube Channel • Instagram Page • Pinterest Page / Business Page • Foursquare Page Benefits • Gets Your message out and ensures brand consistency
  53. 53. Integrate Visual Content
  54. 54. Why visual content? “A 2012 study by ROI Research found that when users engage with friends on social media sites, it's the pictures they took that are enjoyed the most. Forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media. Pictures have become one of our default modes of sorting and understanding the vast amounts of information we're exposed to every day.” – Fast Company http://www.fastcompany.com/3000794/rise-visual-social-media
  55. 55. Stats • 70m users • 66% growth in referral traffic • 20% of all social referrals • “Home” most popular category Source: PEW research study, digital marketing ramblings, & rj metrics
  56. 56. Stats • 150M active users • 75M daily active users • 55M average photos daily • 23% of teens prefer Instagram instagram.com/press & digital marting ramblings
  57. 57. Step 8: Reports: Your “Online Scorecard” Where can you improve your online presence?
  58. 58. Overview Dashboard Report
  59. 59. Listings Analysis Report
  60. 60. Features • Community Growth- Highlights the expansion of their community; essential to their social sphere growth online • Demographics- Highlights the breakdown of their online community • Social Media Activity- Showcases the posts sent • Quantifies social media marketing Social Reporting
  61. 61. Social Media Report
  62. 62. Reviews Analysis Report
  63. 63. Competition Analysis Report
  64. 64. Social Premier Social Management • Social Set Up • Facebook Business Page • Google+ Business Page • Twitter Profile • Pinterest Page • YouTube Channel • Foursquare Personal Profile • Instagram Profile • Social Apps • Facebook Cover Photo and Profile Icon • Facebook Welcome App • Facebook Sweepstakes App • Facebook Listings App • Social Scheduling • Post 1 Facebook Post Per Day Per Month • Post 1 Google+ Business Page Post Per Day Per Month • Post 1 Tweet Per Day Per Month • Pin 10 Items Per Month • Social Broadcaster • Social Wall • Social Reporting Social Listening • Reputation Manager & Directories • Set Up Reputation Management Dashboard • Access to Review Solicitation Email Templates • Verification of the Business on Google+ Local, Yahoo and Bing • Reputation Manager Monthly Executive Report and Daily Alerts Social Education • Social Support • Social Fuel Monthly Newsletter • Social Media Weekly/Monthly Webinars HOMES.COM SOCIAL PREMIER AT A GLANCE: • 7 social networks • 1 post per day across 3 social networks • 3 Facebook apps plus branding • Verification for 3 local directories • Reputation Management Dashboard with reporting and daily alerts PRICE: *Special RE/MAX R4 Pricing 36% Regular Price
  65. 65. Connect With MeJoeSesso.com /joesesso.edutainer /joesesso

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