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1994 Age ofSurf 1998 Age ofSearch NOW Age ofSocial (media) FUTURE Age ofSemantic Web
“Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com
“Markets are conversations” Every ‘deal’ is a series of conversations
TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk
At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER
Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
BLOGGING 101- a “web log”- foundation of SM?- Blogger.com / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.comhttp://www.therealestatemarketingmaven.com
THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment
You’re asking the wrong question, but since you asked… Better Traffic & SEO to your site Fun, empowering for you/staff Listen + Learn from your public Gather interesting content What goes around comes around “Markets are conversations” = the future of marketing?
Look at blogs, read loads of them If you had a soap box, what you speak about? Start one today (it’s free – www.blogger.com) How could your media (your website) have a blog?
PODCASTING- audio file (usually)- DIY- have them downloadablewww.byoaudio.com
SOCIAL MEDIA in Aus _ 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%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media
Cont…_ 64% marketers spend 5hrs+/week_ It took radio 38 yrs, TV 13 yrs, Internet 4 yrs… to reach 50mn users … it took Facebook 9 mths to get 100mn!Source: 17 Aug 09 eConsultancy.com
FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?
Do your own FACEBOOK Page free ‘n’ easy to set up people find you you’re in control 550,000 in Perth more > 40 than < 20 500/day in Perth join
Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know
Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know and/or LINKEDIN.com
FREE FACEBOOK Business Page e-Book by Peter Fletcher TheRealEstateMarketingMaven.com
3. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 20mn+ views ($2900)
FACEBOOK Policy Addictive Time Wasting Haven’t got time! You need a policy, and stick to it Have a reason, WIIFT, part of marketing
4. TWITTER! (your own + company) 100,000+ in Perth Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind
TWITTER- Twitter for real estate (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twits
5. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ Own TV channel!
Lower ad costs targetted, effective marketing Raise Traffic + improved rankings Fun, empowering; learn & interact Drive client loyalty more sales and profits MOST powerful when you mix them
This is what C21 are doing with Social Media in USA… (courtesy Business2.com.au)
Best Blog for social media and how to use it in real estate Therealestatemarketingmaven.com
Altitude’s Facebook Page Search ‘Altitude’ in FB’s search box 5500+ fans! = real online community
Rob Ham’s Twitter page Twitter.com/rob_ham 2000+ followers, well organised page
So What? Will it make me money?- The ROI of Social Media >> http://www.youtube.com/socialnomics
PART 2… live from New YorkFuture Trends1. Mobile <<2. Local3. Search
” “ Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them ”
1. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile
MOBILE_ mobile builds brand, trust, pride _ iPhone apps “cool + Sexy”_ it’s how you promote it_ it’s only a 2 year old market * weekends – h/opens – mobile *
MOBILE1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon
Sherry Chris, CEO, Better Homes & Gardens Real Estate
LOCALMY GOAL - become the top local agent * concentrate on one area (suburb/office/personal)* personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships_ Don’t be “that guy” that abuses it
Linda Davis, real estate selling agent, Ledyard, CT
Ledyard, CT community page (a landing Page) We could feed In your listings too!
LOCAL1. They need to know I exist2. They need to get to know me, and trust me3. Then maybe they’ll give me their business4. Then they may refer me* Facebook and others can help stages 1-2 *
PROBLEMS!- suspicious reps- only fraction of system gets used- becoming a data entry monkey- huge learning curve for new system- ‘it never works’ -> start again- ‘it’s a waste of time!!!!’
My Desktop – market leaderWA –based, Commerce Australia (75% owned Fairfax)Scott Wulff, est mid 1990s- various types of logins, - all inclusive price, - we can build sites directly off it; they have feeds out, SMS, full CRM“ I’ve met him, and found him to be personable; never heard a bad word ”http://www.desktop.com.au/1200 agencies in Aus
eNewsletters_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails REIWA Property Management Breakfast, 16th July 2009 Slide 99
Stocker Preston.com.auNOW:* coded off MyDesktop (all offices)* SEO effective (but keep an eye out)* Enewsletter* Guide* Facebook/Twitter* Easy search, quick search, keyword search* Fast links to offices* Loads of other pages, sub menus
Stocker Preston.com.auFUTURE?* blog* map mash* mobile version* iphone app* Youtube/more use of video* Any other ideas…? (it’s your media!)
Any Questions?Next Leadership Circle > Thurs 27th May, 4pmKeep a look out for our REIWA Learning courses, with CPD email@example.com 092 669 Office: 9389 5833
Our Mission “ putting media power back in our clients’ hands ”