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Protect, Preserve and Maximize your Online Reputaton

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Consumers searching for real estate online are your best conversion-ready prospects. The trick is making it easy for them to find you. Learn from Homes.com how to optimize your online presence and ...

Consumers searching for real estate online are your best conversion-ready prospects. The trick is making it easy for them to find you. Learn from Homes.com how to optimize your online presence and maximize your leads.

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    Protect, Preserve and Maximize your Online Reputaton Protect, Preserve and Maximize your Online Reputaton Presentation Transcript

    • Protect, Preserve & Maximize Your Online Reputation Erica Campbell Director of Social Media Homes.com & ForRent.com @ericacampbell
    • Agenda • Online Reputation Management 101 • How To Find Yourself Online • Using Social Media • Managing Reviews • Strategy • eBook: bit.ly/onlinerepebook @ericacampbell
    • People Search Google First
    • Could This Be a Problem?
    • But if you monitor whatpeople are saying
    • Online ReputationManagement 101
    • What is Online Reputation? It is the sum of your business visibility + reviews.
    • What is Online Reputation?
    • Why Online Reputation? Take a moment to consider how clients and prospects perceive your brand. • First, can they easily find you online? • Second, do you know what they‟re saying about you? • Lastly, do you know where they are talking about you?
    • Why Online Reputation?
    • How To Find Yourself Online
    • Search, Social, Directories & Reviews • Where is your business listed online? • How many Facebook „Likes‟ do you have and how often do you post? • Where do you rank on the major search engines?
    • Start with the Major Search Engines
    • Then Move To Review & Directory Sites
    • Then Get Your Social Media Going
    • Reputation Management Checklist Contact Information: Directory Sites:  Correct Business Name?  411.Com  Current Address?  DexKnows  Current Phone Number?  Local  Current Website?  LocalEdge Search Engines:  MerchantCircle  Bing Local  Super Pages  Google Plus Local  Yellow Book  Yahoo! Local  Yellowpages Review Sites:  Ziplocal  Insider Pages Social Sites:  Judy‟s Book  Facebook  Kudzu  Foursquare  Yelp  LinkedIn  Twitter
    • Using Social Media
    • “Social media for Realtors ®is not about pushinglistings. It‟s about growingyour referral network.” ~Jimmy Mackin, Inman News
    • Social Media Influences Purchase
    • “If you make customersunhappy in the physicalworld, they might each tellsix friends. If you makecustomers unhappy on theInternet, they can each tell6,000 friends.”~ Jeff Bezos, CEO of Amazon.com
    • SOCIAL SIGNALS
    • 2009 Search Results
    • 2011 Search Results
    • 2013 Search Results
    • 3 Things For Social Media Success
    • POEM
    • Search Engine Ranking Factors
    • Search Signal Ranking Factors• Followers/Likes/Check-ins/Google+/Shares • Reputation/Authority/Influence• Mentions • Engagement (Klout)• Frequency • Length of time online• Topic/Relevancy
    • Search Engine Ranking Factors• Recruit Fans• Get a Vanity URL• Cross Promote: – Website – Emails – Email Signatures – Brochure/Print
    • Google Author Tags & Social Extensions
    • CROWDSOURCING
    • Crowd·sourc·ing ˈkrau̇d-ˈsȯr-siŋGetting a crowd of people to help you with a taskthat used to take one person.
    • Instagram Contest Nearly 1,000 photos submitted
    • Facebook Photo Contest „The Coolest Space in Your Place‟
    • Facebook Photo Contest – Blog/Pinterest • We asked all runner-ups to write a guest blog on their coolest space on blog.forrent.com • This picture was pinned organically to Pinterest and then re-pinned over and over • In Sept 2011, ForRent.coms blog traffic increased 4x due to this post • 255,000+ pageviews, 214,000+ pageviews daily unique visitors,100+ comments on the blog • Nearly 60% of Dec 2012’s blog traffic came from this post
    • Pinterest Contest Pin It If You Love It • Over 7,400 visits to blog post • 307 boards created • 3,900+ pins • 3,900+ repins
    • Identify Market Segmentation
    • FACEBOOK
    • Use Creative Cover Photos
    • Introduce the Team
    • Create Photo Albums
    • Fan Acquisition
    • „Like‟ Sweepstakes
    • Timing of Posts
    • Timing of Posts
    • Encourage Interaction
    • Encourage Interaction
    • Visually Compelling Posts Win
    • Fill-In-The-Blank Posts Fill-in-the-blank posts generate about 90% more engagement than the average post.
    • Branded Quotes
    • Ask Questions Posts that end with a question have a 15% higher engagement rate.
    • Ask Questions
    • „Pin‟ a Post
    • Star Stories
    • Create Events
    • Offer PostBrands can feature apromotion on theirpage, allow users toclaim it and have thecoupon sent directly tothe user‟s email ormobile device.
    • Facebook Chat
    • Facebook Advertising Page Likes Page Post Story (Your „Likes‟) & (Friends of your fans) Page Post Like (Friends of fans who have liked your posts)Amplify your organic content andpositive fan behavior.
    • Facebook Advertising
    • PINTEREST
    • Use Pinterest to Visually Highlight Services
    • Why Is Pinterest So Powerful?
    • Why Is Pinterest So Powerful?
    • Why Is Pinterest So Powerful?
    • Pinterest Audience
    • Categories & Board Names Top 10 Categories on Pinterest 10 Most Popular Board Names 1. Home (17.2%) 1. For the Home (3.15%) 2. Arts and Crafts (12.4%) 2. My Style (1.97%) 3. Style/Fashion (11.7%) 3. Products I Love (1.86%) 4. Food (10.5%) 4. Books Worth Reading (1.68%) 5. Inspiration/Education (9.0%) 5. Food (1.23%) 6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%) 7. Humor (2.1%) 7. Recipes (0.75%) 8. Products (2.1%) 9. Travel (1.9%) 8. Craft Ideas (0.74%) 10. Kids (1.8%) 9. Christmas (0.72%) 10. Crafts (0.65%)Source: RJ Metrics
    • 10 Board Ideas
    • 1. Introduce The Team
    • 2. Showcase Your Listings
    • 3. Customer Testimonials
    • 4. Lifestyle Content • Seasonal Boards • Home Décor – Small spaces – Closets – Kitchens – Wine cellars • Recipes • Hobbies – Fashion/Style – Luxury Cars – Sports • Landscaping • Crafts/DIY Projects
    • 5. Local • Cities • Neighborhoods • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional/Home Services
    • 6. Real Estate Advice
    • 7. Include Video
    • 8. Open House
    • 9. Marketing Ideas
    • 10. Staging Ideas
    • Pinterest Image Optimization (PIO) Best Practices
    • Over 80% of pins are repins on Pinterest.Source: RJ Metrics 2012
    • Timing of PinsSource: Pinerly Study
    • Include A Description, Link & Call-to-Action
    • Pin It Button & Bookmarklet
    • Add Pricing & Hashtags
    • Creative Board Names & Captions
    • Run a Contest
    • Pinterest Facebook App
    • User Insights & Competitive Intel
    • INSTAGRAM
    • Stories aboutlocations told throughcompelling and beautifulphotographs
    • • 90 million Monthly Active Users• 40 million Photos Per Day• 8500 Likes Per Second• 1000 Comments Per Second
    • Hot It Works • Snap a photo with your mobile phone • Choose from 20 different filters to transform the image • Tag the photo with a foursquare location • Include a message & use hashtags • „Like‟ & comment on posts from other users • Search the site & app to discover content
    • Filter Options
    • Filter Options Before After
    • Search Users & Hashtags • #love • #tweegram • #instagood • #summer • #me • #instagramhub • #cute • #bestoftheday • #tbt • #iphoneonly • #photooftheday • #igdaily • #intsamood • #fashion • #beautiful • #nofilter • #picoftheday • #food • #girl • #sunset • #igers • #sky • #instadaily • #fun • #iphonesia • #instamood • #follow • #instagramers • #happy • #lolSource: http://web.stagram.com/hot
    • Engage With Users
    • Set Up Your Profile • Select your username • Include your logo • Craft a description • Provide a website URL • Follow other users • Recruit clients, friends & family to follow the brand
    • Crowdsource & Curate Content
    • Instagram Facebook App
    • Photo Editing Apps
    • Managing Reviews:The Good, The Bad & The Ugly
    • The Power Of Reputation & Reviews
    • The Power Of Reputation & Reviews • 40% of buyers found their agent through a friend or family member. Imagine if each of those friends or family members documented their review of you online. • Among recent sellers who used an agent, 84% reported that they would use their real estate agent in the future or recommend to others. What if you had those people submit a review? • Most buyers only interviewed one agent during their search process. 21% of buyers think it’s most important to work with agents that have a solid reputation, and are honest and trustworthy.National Association of Realtors, "Profile of Home Buyers and Sellers 2012."
    • Response Best PraticesRule 1: Never write a response while angryRule 2: Always use empathy and be authenticRule 3: Don‟t blame the customerRule 4: Never get into an online comment battleRule 5: Keep it timely and never ignore bad reviews
    • Monitoring Checklist Scanning Frequency:  Daily  Weekly  Monthly Response Frequency:  As I‟m Notified/Immediately  Weekly  Monthly Keyword Adjustments:  Daily  Weekly
    • Strategy
    • Creating a Reputation Team 1. Identify the key players to become a part of the team and engage each of them in the creation of the guidelines. 2. Set routine meetings for the team to share best practices, new trends, emerging platforms and technology. 3. Establish goals, objectives and tactics to support them. 4. Conduct a reputation and social media audit. 5. Craft a risk management plan along with response protocol to become a strategic guide for units of the organization to follow. 6. Set up listening tools and formal mechanisms to actively monitor, measure and manage reputation. 7. Develop internal training material and deliver it to the organization as often as possible. 8. Evaluate effectiveness of actions taken.
    • Create a SWAT The key to a successful reputation management plan is the initial analysis of your business‟s online presence with an eye for both current weaknesses and potential vulnerabilities.
    • Create a Risk TableOnce you have developed your table you can expandon each risk that you have identified.
    • Develop a Content Calendar
    • Creating a Policy & Best Practices • Be educated on what you are talking about. If you are going to use social media, being an active user is ideal. The best way to understand the shift in media is to join the conversation. • Always be transparent. Be sure that all content associated with you is consistent with your work and with your company‟s values and professional standards. • Respond. Respond to people‟s tweets, blog comments and Facebook status updates. Thank people for commenting even if it‟s just a few words or even a „like‟ on a comment. Also thank people for feedback, even if it‟s negative. It shows that you are listening and have taken their comment into consideration. • Learn from past mistakes. Don‟t be afraid to say you were wrong and be quick to make changes when you are. Admit your shortcomings. • Be courteous and professional. When it comes to your contacts, be respectful of the rights and interests of others.
    • 4 Ways to Maintain Your Competitive Edge • Set Up Google Alerts • Follow Industry Leaders • Use Analytical Tools to Monitor • Sign Up for Competitor Promotions, Newsletters & Subscribe to Blogs
    • Homes.com Social ImpactEngage More Prospects ~ Protect Your Online Reputation ~ Control the Conversation
    • Social Broadcaster Create posts for your social networks including listings and open houses – all from one login!
    • Social Wall Automatically have your Facebook, Twitter and LinkedIn updates post directly to your website.
    • Reputation ManagerEasily monitor your brand‟s online presence to ensureyou are found online and that your social efforts maintain astrong reputation.
    • Reputation Manager: Reviews & Mentions
    • Reputation Manager: Social & Competition
    • eBook: Maximizing Your Online Reputation Download a FREE Copy: bit.ly/onlinerepebook
    • Follow Me