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Leadership Circle<br />					with Charlie Gunningham<br />
Leadership Circle<br />					with Charlie Gunningham<br />
Our Mission<br />“ putting media power back<br />              in our clients’ hands ”<br />
Ad Spend in Australia - 09/10*1. Takeaway Food    		…..….$3343m        2. Real Estate Agents		……...$1563m3. Auto Industry ...
Internet Media:the power back in your hands1. Your Site + Google2. Facebook3. Twitter 4. Enewsletters5. Blogging<br />
YOUR SITE = YOUR MEDIA_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Yo...
YOUR SITE : latest_ is it in old/latest language? _ how it is on Google?_ does it upload to Google RE?_ does it have lates...
asp vsaspx (Dotnet)_ asp no longer supported (but will work)_ asp will not support future innovations_ aspx search more ro...
1. GOOGLE – being found (SEO)_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ upd...
REIWA Property Management Breakfast, 16th July 2009		          Slide 12<br />
Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “su...
1. GOOGLE – being found (SEO)_ think of phrases they’d put in (now!)_ test them out on Google…_ how do you fare?_ employ S...
2. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can ...
http://maps.google.com.au/realestate<br />
2. GOOGLE Real Estate_ get yourself on there ($150 to code it)_ future: your web site + google?_ makes your site most impo...
2. Facebook.comMark Zuckerberg, Founder<br />
Do your own FACEBOOK Profile Page<br />free ‘n’ easy to set up<br />people find you<br />you’re in control<br />540,000 in...
http://www.facebook.com/gunningham<br />
Your own FACEBOOK Profile Page<br />Build your own profile<br />Maybe keep it separate <br />from biz?<br />Interact<br />...
Update words/photos<br />Wall/Info, News Feed<br />Comments/Likes<br />Friending Policy<br />Privacy Settings<br />Control...
Set up a FACEBOOK Group/Business Page<br />Invite ‘fans’<br />publish events, goings on<br />interactive shop window<br />...
http://www.facebook.com/...unique URL<br />
FACEBOOK Business Page<br />Link from emails/web site<br />Run it like your site<br />Feed from page to your site<br />Upl...
FREE FACEBOOK Business Page e-Book<br />by Peter Fletcher<br />TheRealEstateMarketingMaven.com<br />
FACEBOOK Fan Box<br />Have your FB<br />Business page<br />Update your site<br />+ advertise FB page<br />
Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br ...
Post your own FACEBOOK Ads<br />Bid / Budget<br />Impressions<br />Clicks<br />Click Thru Rate<br />Cost per Click<br />Co...
Create your FACEBOOK Ads<br />Click Advertising<br />CREATE AN ADVERT<br />Design<br />Target<br />Pricing<br />
FACEBOOK Policy<br />Addictive<br />Time Wasting<br />Haven’t got time!<br />You need a policy, and stick to it<br />Have ...
SOCIAL MEDIA in Aus (Jun09)_ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,0...
3. TWITTER_ conversations in 140 characters_ easy + very powerful _ unique web address (twitter.com/…)_ link to site, upda...
Biz Stone, Founder, Twitter.com<br />
3. TWITTER Vocab_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (...
http://twitter.com/chazgunningham<br />
http://twitter.com/aussiehome<br />
3. TWITTER_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?<br />REIWA Property Ma...
3. TWITTER_ world’s best search engine?_ find out what ppl are saying about anything, including you! respond_ pass on inte...
3. TWITTER_ it’s your own radio broadcast_ it can update FB for you_ tweets can be imported to site_ look tech savvy!_ bra...
3. TWITTER extensions_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)<br />REIWA...
TWITPIC.com<br />App that synchs with twitter<br />Take photo, upload +<br />then it becomes a tweet<br />with a link to t...
4. eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no p...
4. eNewsletters_ enewslettersonline.com (Vic Park, talk with Sue Nesci, $695 set up, from $275/yr)_ custom made one; inc S...
4. eNewsletters_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT<br />REIWA Property Manage...
5. Video/Podcasts_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube<br />REIWA P...
Chad Hurley, Cofounder, Youtube.com<br />
Aussiehome TV show…<br />
Upload movies to        <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />DIY...
www.youtube.com/aussiehometv<br />Creates online vid<br />Code for you to use<br />‘testimonial mountain’<br />Draws in vi...
“perth real estate” search on Youtube…<br />
5. Podcasts_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about pr...
6. Blogs_ interactive 2-way web pages_ you “post” an opinion/story/view   + allow public to comment_ you have a lot to say...
Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the li...
BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back ...
BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)latter can fit r...
THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<...
BENEFITS? <br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<...
REIWA Property Management Breakfast, 16th July 2009		          Slide 70<br />
Blogs are fantastic for SEO!<br />
LINKEDIN.com<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn m...
LINKEDIN.com<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn m...
Flickr.com<br />Est 2004<br />Photo sharing<br />Galleries, comments<br />Company web address<br />3.6bn images<br />Bough...
Flickr.com<br />Tag photos<br />Organise into sets<br />Storage for blog pix<br />Create your own space<br />Need yahoo em...
USED TOGETHER – rinse and recycle          - use bit.ly and tweet the links                - comment on blogs             ...
SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are g...
THANK YOU! _ loads of ideas_ feedback forms/follow ups?- for these slides, contact me…charlie@aussiehome.com<br />
FUTURE DATES3rd Sept, Wembley – GOLF DAY!19th Oct, 9am-1pm - Facebook course (4 CPD pts), REIWA                2-5pm – Twi...
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Leadership Circle - real estate internet marketing

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Presentation by Charlie Gunningham, MD aussiehome.com, to real estate agents, Aug 20th 2009 - how to get your site higher on Google, Google real estate, using facebook and twitter in marketing, other social media

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Transcript of "Leadership Circle - real estate internet marketing"

  1. 1. Leadership Circle<br /> with Charlie Gunningham<br />
  2. 2. Leadership Circle<br /> with Charlie Gunningham<br />
  3. 3. Our Mission<br />“ putting media power back<br /> in our clients’ hands ”<br />
  4. 4. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009<br />
  5. 5. Internet Media:the power back in your hands1. Your Site + Google2. Facebook3. Twitter 4. Enewsletters5. Blogging<br />
  6. 6. YOUR SITE = YOUR MEDIA_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast<br />
  7. 7. YOUR SITE : latest_ is it in old/latest language? _ how it is on Google?_ does it upload to Google RE?_ does it have latest features?_ video? Mapping? StreetView? Blog? etc… etc…<br />
  8. 8.
  9. 9. asp vsaspx (Dotnet)_ asp no longer supported (but will work)_ asp will not support future innovations_ aspx search more robust + faster_ aspx better support, XML-componentswe’ve not coded in asp since mid 2007<br />
  10. 10. 1. GOOGLE – being found (SEO)_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh <br />
  11. 11.
  12. 12. REIWA Property Management Breakfast, 16th July 2009 Slide 12<br />
  13. 13.
  14. 14. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au<br />
  15. 15.
  16. 16.
  17. 17.
  18. 18. 1. GOOGLE – being found (SEO)_ think of phrases they’d put in (now!)_ test them out on Google…_ how do you fare?_ employ SEO tactics_ keep an eye on it, brag about it!_ it’s credibility (free organic search)<br />
  19. 19. 2. GOOGLE Real Estate_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)<br />REIWA Property Management Breakfast, 16th July 2009 Slide 19<br />
  20. 20.
  21. 21.
  22. 22. http://maps.google.com.au/realestate<br />
  23. 23.
  24. 24. 2. GOOGLE Real Estate_ get yourself on there ($150 to code it)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models<br />REIWA Property Management Breakfast, 16th July 2009 Slide 24<br />
  25. 25. 2. Facebook.comMark Zuckerberg, Founder<br />
  26. 26. Do your own FACEBOOK Profile Page<br />free ‘n’ easy to set up<br />people find you<br />you’re in control<br />540,000 in Perth<br />more &gt; 40 than &lt; 20<br />500+/day in Perth join<br />
  27. 27. http://www.facebook.com/gunningham<br />
  28. 28. Your own FACEBOOK Profile Page<br />Build your own profile<br />Maybe keep it separate <br />from biz?<br />Interact<br />WIIFT!<br />
  29. 29. Update words/photos<br />Wall/Info, News Feed<br />Comments/Likes<br />Friending Policy<br />Privacy Settings<br />Controls for ads/pages<br />
  30. 30. Set up a FACEBOOK Group/Business Page<br />Invite ‘fans’<br />publish events, goings on<br />interactive shop window<br />Walls, Photos, discussions<br />Import blog feed, apps<br />
  31. 31. http://www.facebook.com/...unique URL<br />
  32. 32. FACEBOOK Business Page<br />Link from emails/web site<br />Run it like your site<br />Feed from page to your site<br />Upload videos<br />Build a community<br />
  33. 33. FREE FACEBOOK Business Page e-Book<br />by Peter Fletcher<br />TheRealEstateMarketingMaven.com<br />
  34. 34. FACEBOOK Fan Box<br />Have your FB<br />Business page<br />Update your site<br />+ advertise FB page<br />
  35. 35. Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />12mn+ views ($1400)<br />
  36. 36.
  37. 37.
  38. 38. Post your own FACEBOOK Ads<br />Bid / Budget<br />Impressions<br />Clicks<br />Click Thru Rate<br />Cost per Click<br />Cost / Thousand Imp’s<br />
  39. 39. Create your FACEBOOK Ads<br />Click Advertising<br />CREATE AN ADVERT<br />Design<br />Target<br />Pricing<br />
  40. 40. FACEBOOK Policy<br />Addictive<br />Time Wasting<br />Haven’t got time!<br />You need a policy, and stick to it<br />Have a reason, WIIFT, part of marketing<br />
  41. 41. SOCIAL MEDIA in Aus (Jun09)_ Facebook: 6mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 800,000 (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ Twitter the fastest growing <br />REIWA Property Management Breakfast, 16th July 2009 Slide 41<br />
  42. 42. 3. TWITTER_ conversations in 140 characters_ easy + very powerful _ unique web address (twitter.com/…)_ link to site, updates, join in_ listings, news, events, h/opens…<br />REIWA Property Management Breakfast, 16th July 2009 Slide 42<br />
  43. 43. Biz Stone, Founder, Twitter.com<br />
  44. 44. 3. TWITTER Vocab_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (RT)<br />REIWA Property Management Breakfast, 16th July 2009 Slide 44<br />
  45. 45. http://twitter.com/chazgunningham<br />
  46. 46. http://twitter.com/aussiehome<br />
  47. 47. 3. TWITTER_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?<br />REIWA Property Management Breakfast, 16th July 2009 Slide 47<br />
  48. 48. 3. TWITTER_ world’s best search engine?_ find out what ppl are saying about anything, including you! respond_ pass on interesting tweets (RT)_ join in the conversation_ make connections<br />REIWA Property Management Breakfast, 16th July 2009 Slide 48<br />
  49. 49. 3. TWITTER_ it’s your own radio broadcast_ it can update FB for you_ tweets can be imported to site_ look tech savvy!_ brand yourself/company_ talk direct to your clients/prospects<br />REIWA Property Management Breakfast, 16th July 2009 Slide 49<br />
  50. 50.
  51. 51. 3. TWITTER extensions_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)<br />REIWA Property Management Breakfast, 16th July 2009 Slide 51<br />
  52. 52. TWITPIC.com<br />App that synchs with twitter<br />Take photo, upload +<br />then it becomes a tweet<br />with a link to the photo<br />Can be done from mobile<br />http://twitpic.com/photos/chazgunningham<br />
  53. 53. 4. eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails<br />REIWA Property Management Breakfast, 16th July 2009 Slide 53<br />
  54. 54. 4. eNewsletters_ enewslettersonline.com (Vic Park, talk with Sue Nesci, $695 set up, from $275/yr)_ custom made one; inc SMS too? (talk to aussiehome.com, can be custom made, linked to site)<br />REIWA Property Management Breakfast, 16th July 2009 Slide 54<br />
  55. 55. 4. eNewsletters_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT<br />REIWA Property Management Breakfast, 16th July 2009 Slide 55<br />
  56. 56. 5. Video/Podcasts_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube<br />REIWA Property Management Breakfast, 16th July 2009 Slide 56<br />
  57. 57. Chad Hurley, Cofounder, Youtube.com<br />
  58. 58. Aussiehome TV show…<br />
  59. 59.
  60. 60. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />DIY, free<br />
  61. 61. www.youtube.com/aussiehometv<br />Creates online vid<br />Code for you to use<br />‘testimonial mountain’<br />Draws in viewer<br />
  62. 62. “perth real estate” search on Youtube…<br />
  63. 63. 5. Podcasts_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about property, the area, the market…<br />REIWA Property Management Breakfast, 16th July 2009 Slide 63<br />
  64. 64. 6. Blogs_ interactive 2-way web pages_ you “post” an opinion/story/view + allow public to comment_ you have a lot to say!_ and if you listen, you can learn too<br />REIWA Property Management Breakfast, 16th July 2009 Slide 64<br />
  65. 65. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)<br />
  66. 66. BLOGS- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine<br />
  67. 67. BLOGGING SOFTWARE1. Blogger.com (Google)2. Wordpress.org (popular, purists) 3. DotNetBlogEngine(Microsoft)latter can fit right inside your site<br />
  68. 68. THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<br />Be authentic<br />Ideas spread<br />Allow publicto comment<br />
  69. 69. BENEFITS? <br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<br />Gather interesting content<br />What goes around comes around<br />“Markets are conversations”<br />
  70. 70. REIWA Property Management Breakfast, 16th July 2009 Slide 70<br />
  71. 71. Blogs are fantastic for SEO!<br />
  72. 72. LINKEDIN.com<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn members<br />http://www.youtube.com/watch?v=IzT3JVUGUzM<br />
  73. 73. LINKEDIN.com<br />Professional networking<br />Makes connections visible<br />Worth being there<br />Est 2003<br />40 mn members<br />
  74. 74. Flickr.com<br />Est 2004<br />Photo sharing<br />Galleries, comments<br />Company web address<br />3.6bn images<br />Bought by Yahoo!<br />
  75. 75. Flickr.com<br />Tag photos<br />Organise into sets<br />Storage for blog pix<br />Create your own space<br />Need yahoo email (free)<br />
  76. 76. USED TOGETHER – rinse and recycle - use bit.ly and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates<br />
  77. 77. SOCIAL MEDIA POLICY- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)<br />
  78. 78. THANK YOU! _ loads of ideas_ feedback forms/follow ups?- for these slides, contact me…charlie@aussiehome.com<br />
  79. 79. FUTURE DATES3rd Sept, Wembley – GOLF DAY!19th Oct, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA9th Nov, 9am-5pm – Internet Mkting course (7 CPD pts), REIWANov – tba – Facebook and Twitter in Computer Labs UWA 2nd Dec, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA2nd Dec – aussiehome.com’s 10th birthday party with bowls!<br />
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