Co Star Webinar Social Media For Brokers: Twitter


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A presentation on the basic use of Twitter for commercial real estate professionals.

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  • Managing Director of Sperry Van Ness/The Barron Group, a Coach for the Massimo Group, the nation’s premier Commercial Real Estate Coaching firm, and a Speaker.Writes about CRE Investment, coaching, training, and Social Media for the Barron Blog
  • External communications manager for CoStar GroupResponsible for media and public relations, social media, digital content strategy and internal/external training
  • Cust engagement – CRM systemSEO – particularly useful for smaller firms without the search equity/weight of larger firms
  • Discussion of passive Twitter use – using Twitter as a listening tool instead of an engagement tool
  • Among CoStar’s nearly 9,000 followers, approximately 85% are in CRE
  • There has to be a mutual follow before you can send someone a direct messageHashtags are a great way to show other users which topics they can expect you to tweet about; branding; expertiseHashtags are a great way to monitor conversations around what’s happening in the CRE industry and othersHashtags - conferences
  • Keep things simple with your usernameUse a nice photo but have some fun here. Consistency among profiles is always good too. Even more important – make sure you HAVE a photo.Bios are limited to 160 characters so make it count Fill out your profile COMPLETELY – don’t make people guess about who or where you are
  • Best Practices:Use a single, relevant photo or a collage of related imagesKeep to 1252 x 626 pxTake format into account – Twitter automatically adds gray shading to the lower half of the image, text is always white
  • Don’t get hung up on the number of followers you have – you want to connect with quality people.
  • Who you connect with should be informed by what you want to get from the channel.
  • What are some of the things your prospective customers experience before they need what you’re selling? These buying signals are from people who aren’t yet ready to buy, but are about ready to start looking for solutions to a problem or pain. If you know your customer targets well enough, you can specifically search for those keywords and phrases from prospects on Twitter and other social channels.Be careful with responses though – if people feel like they’re being “sold” it will turn them off, especially if you’ve never engaged in the pastIn addition to CRE – your “industry” could be sales, marketing, etc. Connect with those experts as well
  • Twitter can help you gain insight into whether a prospect is traveling on business, on vacation, overwhelmed with work, or actually available at their desk to take a call.
  • Know what you want to get out of Twitter and the type of content you want to share, and base your posts on those answers.Shortening links enables you to maximize the space among the 140 characters granted to you for tweets. Many third-party apps have link shortening built in.
  • Co Star Webinar Social Media For Brokers: Twitter

    1. 1. Social Media for Brokers:Twitter November 29, 2012
    2. 2. Today’s Presenters Bo Angela Brown Barron, CCIM Communications Manager Managing Director CoStar Group Sperry Van Ness / The Barron Group
    3. 3. Today’s Presenters Bo Barron, CCIM Managing Director Sperry Van Ness / The Barron Group @bobarronccim
    4. 4. Today’s Presenters Angela Brown Communications Manager CoStar Group, Inc. @TheCoStarGroup @angelambrown
    5. 5. HousekeepingRecording and slidesA link to a recording of today’s presentation will be availabletomorrow – keep an eye on your inboxes for the link and a PDFof today’s presentationQuestionsQuestions will be addressed at the end, but you may submitthem at any time both through GoToMeeting and TwitterTwitterPlease use the hashtag #CoStarSocial when live-tweetingduring this program or submitting questions via Twitter. Sendquestions to @TheCoStarGroup.
    6. 6. DisclaimerAll information provided is based on the bestresearch available to CoStar. CoStar providesno guarantees concerning the effectiveness ofthe methods or advice presented herein.
    7. 7. What We’ll CoverTwitter… …for brokers Why Twitter for CRE?  The Rule of Thirds The Lingo – Curate Great Content – Engage Nailing the Profile – Get Personal Building Your Presence  Three Tools I Can’t Live Content is King Without  Twitter: The CRE Barometer
    8. 8. Twitter…
    9. 9. Quick Facts About Twitter More than 140 million active accounts 75% of companies now use Twitter as a marketing channel 34% of marketers have generated leads using Twitter, and 20% have closed deals 92% of retweets are based on “interesting content” 40% of Twitter users rarely post anything but primarily consume content thereSources: Twitter, November 2012;, July 2012
    10. 10. Why Twitter for CRE? (and why not)
    11. 11. Why Twitter? Develop and promote your brand – personal or corporate Engage your customers Get insight into industry and market trends Thought leadership Expand your network Generate leads Connect with prospects SEO PR
    12. 12. However… “Tweeting” isn’t for everybody Managing the platform well and seeing ROI require time Twitter is designed for rapid fire, succinct updates and consistent engagement – are you up to the challenge?
    13. 13. Who Uses Twitter?
    14. 14. The Lingo
    15. 15. The Lingo Direct Message (DM) – a message sent through Twitter that only you and the recipient can see @reply – written at the beginning of a tweet indicating a direct response to/conversation with a specific user @mention – contained in the body of a tweet (not at the beginning) in reference to a specific user Hashtag – using the “#” sign, hashtags are a way of aggregating conversations around specific keywords or topics on Twitter
    16. 16. The Lingo Retweet (RT) – a tweet that has been repeated/quoted Modified Tweet (MT) – a retweet that has been modified from the original post ICYMI – “In case you missed it”
    17. 17. Nailing the Profile
    18. 18. If you haven’t already… Upload a profile image (stylized Secure a username logo, headshot)Write a bio and link to a page with If you haven’t tweeted yet, post anmore information introductory tweet
    19. 19. Nailing the Profile – What’s New?Introducing…Profile  Includes your profile picture, username, accountHeaders name, bio, location and URL  No content limitations (unlike cover photos on Facebook)
    20. 20. Nailing the ProfileSad sights on Twitter Lack of a profile photo (no one likes the default egg) Outdated tweets #hashtag #overuse SPAM Protected tweets Missing bio information
    21. 21. Building Your Presence
    22. 22. The Art of Following It’s about quality, not quantity Quality content leads to quality followers What you see in your feed is driven by who you follow so choose wisely Building a following takes time so don’t be discouraged
    23. 23. Find and be Found Take advantage of Twitter search to find friends, colleagues and customers Follow (relevant) suggestions from Twitter on who to follow Do not protect your tweets – people can’t (and won’t) engage with you if they can’t see what you post Use low-hanging fruit to share your handle – email signatures, business cards and other social profiles
    24. 24. Building Your Presence Retweet interesting and relevant information Follow your peersShare your information Start conversationsHave fun!
    25. 25. Building Your Presence Post customer-centric content Listen for buying signals Monitor hashtags to gain business and market insights and respond in real time Learn from your peers – follow thought leaders in your industry
    26. 26. Building Your Presence Be relevant – only push “sales” messages that interest your followers Be believable and speak to the value of your services Research companies/people – research leads using their websites and social media channels to better understand their needs Find the best time to contact leads
    27. 27. Do’s and Don’tsDO DON’T Be consistent  Be a spammer Be targeted  Neglect your feed Be interesting  Be disrespectful Be careful  Be inauthentic  Be afraid
    28. 28. Content is King
    29. 29. Content Consumption in theTwitterverseSource: infographic LABS, May 2012
    30. 30. Rules of the Road Newbies: listen first – get a feel for the lay of the land before jumping in Define your purpose and stick with it Value first – follow the 80/20 rule (or even 70/30) Don’t worry, it’s not this bad. Shorten and track your links
    31. 31. Finding Content Are you working on an interesting project? Did you hear something really insightful at an event? Tweet it! RSS managers like Google Reader are great tools for collecting, scanning and sharing info Look for sharable content in things you see every day – news articles, company updates and news in your local markets all apply Follow the right people – their content becomes your content
    32. 32. Summary Twitter is great for business, but not for everyone This channel requires a bigger time investment than others – make sure you’re up to the challenge Don’t forget Twitter’s value for “passive” use Make sure your profile is complete and professional, and pay attention to updates Take your time if you’re just getting started – listen more than you post The experience you have with Twitter will be driven by the people you connect with and the content you share
    33. 33. …for Brokers
    34. 34. RULE Of Thirds
    35. 35. The Rule Of Thirds Curate Great Content
    36. 36. The Rule of Thirds
    37. 37. The Rule Of Thirds Engage
    38. 38. The Rule of Thirds
    39. 39. The Rule of Thirds Have Manners
    40. 40. The Rule of Thirds
    41. 41. The Rule Of Thirds Be Personable
    42. 42. The Rule of Thirds
    43. 43. The Rule of Thirds
    44. 44. 3 Tools I Can’t Live Without
    45. 45.
    46. 46.
    47. 47.
    48. 48. Google Reader What you need to pull this off: – Browser: Google Chrome – Access to Google Docs (have a gmail account)
    49. 49. Google Reader
    50. 50. Google Reader
    51. 51. Google Reader
    52. 52. How to Get a Feed into Google Reader
    53. 53. How to Get a Feed into Google Reader
    54. 54. How to Get a Feed into Google Reader
    55. 55. How to Get a Feed into Google Reader
    56. 56. Twitter: The CRE Barometer
    57. 57. Twitter: The CRE Barometer
    58. 58. Summary Rule of Thirds – Curate/Originate Great Content – Engage – Be Personable Tools – Hootsuite – BufferApp – Google Reader
    59. 59. Summary Twitter: The CRE Barometer – Real Time – Actionable Intelligence Conclusion: FDIC Story
    60. 60. Questions?