TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk
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
55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend …$240mn which implies $1bn is wasted?!
” “ 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 ”
2. Do you need to have a web site?Why, exactly?
90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d
“Dynamic” sites- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile
Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting
Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN
PLUS- being updated- relevancy- popularity- older- larger
“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
SOCIAL MEDIA + Biz = X?- do we need it?- should we?- is it right?
SOCIAL MEDIA + Biz = 1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others
SOCIAL MEDIA in Aus _ Facebook: 7mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 1mn (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…to reach 50mn users- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs… … it took Facebook9 mths to get 100mn!
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)
BLOGS- a “web log”- leave comments, post- Start your own* go search/read/comment*
THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment
BENEFITS? 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”
Linda Davis, real estate selling agent, Ledyard, CT
Ledyard, CT community page (a landing Page) We could feed In your listings too!
Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * 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!
Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 27mn+ views ($4000)
FACEBOOK Policy Addictive Time Wasting Haven’t got time! You need a policy, and stick to it Have a reason, WIIFT, part of marketing
TWITTER! (your own + company) 100,000+ in Perth Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind Twitter.com/yourname
LINKEDIN.COM Facebook for grown ups? Professionals Worth having a profile Online CV 40 million members +
4. 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 1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon
Sherry Chris, CEO, Better Homes & Gardens Real Estate