Bill Lublin
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  • Social media are a set of tools for sharing information with other people. They are communications tools. The usage of these tools has exploded.
  • 48% of the U.S. Population older than age 12 has a profile on a social network according to arbitron and edison research. This is double the percentage two years ago.
  • Facebook search now outpaces YAHOO. People are turning to their networks in online spaces for search instead of search engines.
  • Tom Webster, Vice President of Strategy & Marketing at Edison Research says “ Social networking has become a part of mainstream media behavior” We can’t ignore it. You can’t ignore it.
  • BILL Members are using it for business as well as personal. Bitching about work. Also trying to use it to actively market and advertise, but many of them are unclear. Real estate is a networking business, replacing some of the face and face stuff, before they would go to lunch to bitch about their association, now they go on facebook or twitter and complain
  • GINGER This session is about Lead, Follow or get out of the web
  • As a leader, you have to create a Social media culture and community around everything you do. It can’t be a one off project, social media has to become part of everything and involves not only your staff and leadership but all of your members as a key part of your community. Online and off.
  • First you gather information about your community. What are your members talking about? What are they listening to?
  • You need to Start Conversations, Publicize Issues and work together to solve them. This is something that is really tough to do, but by Sharing Experiences and engaging your members, you help them become a vested, key part of your culture and community.
  • Use your social networks and your community to organize activism among your members. Help them take action.
  • Use your social networks to increase authenticity & demonstrate value. We don’t need associations to be transparent because we don’t need to be naked in public spaces, but as a leader, the association needs to demonstrate that you are who you claim to be, that you can provide what you say you offer and that you give real value to the members.
  • Online social networks are one of the best ways to increase your offline interaction. By interacting and engaging your members in online spaces you have the ability to create opportunities to physically meet your members face to face. The true value in building your online community is when you are able to take it off-line.
  • You need to establish Best Practices for your association. You need to know who your audience or community is. Who is your audience? Where do they go online? What do they do when they are there? What is your objective? If you go online, what do you expect to accomplish? What do you want your audience to do? What is your content and communication strategy to reach your goals? Is it scalable? Is it sustainable? And what are the actual specific tasks needed to reach your goals?
  • Which means you need to initiate educational opportunities for your staff, your volunteer leadership and your membership so they know how to behave.
  • Education providers need to be qualified. Social media tools are easy to teach, but make sure you hire people who know not only the tools but the risks and liabilities your employees and your members may encounter. Bill…
  • When we talk about following you can follow trends established by members or peers that are moving forward in their social media engagement.
  • Find out where your employees , managers, and consumers are interacting
  • When we talk about following you can follow trends Slide with a shot of social media spaces to discuss being where your members are aggregating
  • When we talk about following you can follow trends Slide with a shot of social media spaces to discuss being where your members are aggregating
  • This section needs to be replaced by some soc media success stories that are mainstream Use UK.gov and possibly Nestle’s as case studies (shows the good and bad ways to use social media) Also maybe keep NAR or VAR as a non-prof example? Maybe MFFO as an example also? Discuss POST as a way to determine what yhou’re going to do ? Possibly Ford Chevy BHGRE GARY V? NESTLES?
  • If you are going to follow, you might want to start with NAR itself. Talk about a social media revolution. What NAR has accomplished in a year, is nothing short of amazing. Examples of NAR being involved in the community, engaging on blogs, handling bad situations – Dale speaking to rebarcamp- flickr Google scraping Linked In group – do no communicating, let members talk to each other. Police and make sure people are just members. Members self-police, bi-annual breakfast
  • Participating in their activities in a collegial yet non intrusive manner ReBarCamps Don’t turn them into Association events but: support sponsor participate in them
  • In their new association site, VAR created a private social network, with elements that “introduce” members through interest matching, generates committee communications and records, provides content for members, and is extremely 2.0+ Hand off to Ginger
  • Connect everything you do - here is HAR’s website public facing website showing youtube, facebook
  • Connect everything you do - here is HAR’s website public facing website showing youtube, facebook
  • Connect everything you do - here is HAR’s website public facing website showing youtube, facebook
  • Connect everything you do - here is HAR’s website public facing website showing youtube, facebook
  • Be consistent in your branding on each site as well HAR’s FB page
  • Be consistent in your branding on each site as well HAR’s FB page
  • Be consistent in your branding on each site as well HAR’s FB page
  • Be consistent in your branding on each site as well HAR’s FB page
  • Be consistent in your branding on each site as well HAR’s FB page
  • Be consistent in your branding on each site as well HAR’s FB page
  • So, your third option is getting out of the web.
  • Unfortunately, You can’t . You are still going to be the topic of discussion by your members and non-members on websites like active rain, agent genius and individual agent blogs, facebook accounts, twitter.  People are talking and you can’t stop them. You can't get out of the web, but you can get out of the way.
  • Communities already exist. Your membership is already out there, and in many cases they are talking. They are sharing their issues, talking about you. Don’t you want to know what your members think?
  • It may seem easier and safer to be reactive but it far better to be proactive. In any case, you can’t get out. You can’t close your eyes and hope it goes away. There are a few things you have to do. BILL……
  • At minimum, you need to find the communities where your members are participating,
  • Even if you are less than proactive people are talking about you – and sometimes it isn’t flattering..
  • You need to have some sort of monitoring system whether it is with free programs like google alerts or social mention or more complicated systems
  • Twext me
  • Tweet Beep
  • you need to have a social media policy whether you are going to participate or not that indicates how you employees should behave and how your volunteer leadership should behave and engage in online spaces.

Bill Lublin Bill Lublin Presentation Transcript

  • Lead, Follow, or Get Out of the Web! Presented by William H. Lublin CRB,CRS,GRI,CSM
  • What is Social Media? Definition: Social Media are primarily internet and mobile based tools for sharing and discussing information among human beings
  • 48% of the U.S. Population older than age 12 has a profile on a social network. ~Arbitron & Edison Research, April 2010
  • Facebook search now outpaces Yahoo
  • “ Social networking has become a part of mainstream media behavior,” Tom Webster, Vice President of Strategy & Marketing, Edison Research
  • Why does it fascinate Businesses?
  • Leading….
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  • AUTHENTICITY
  • fishbowl
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  • Foll
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  • Following…
  • Following…
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  • My VAR
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  • Getting out of the Web…
  • you can’t
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    • gist
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    • cadmus
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  • Create a Strategy and a Policy
  • socialmedia.policytool.net
  • Don Avoid Becoming a Social Media Car Wreck
  • Thank you! www.smminstitute.com facebook.com/smminstitute twitter.com/smmi