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CEBAA Social Networking Strategies

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Doug Devitre presents for CEBAA - Colorado Exclusive Buyer Agents Association at their annual meeting how to use social media to build relationships with clients and provide a higher level of customer …

Doug Devitre presents for CEBAA - Colorado Exclusive Buyer Agents Association at their annual meeting how to use social media to build relationships with clients and provide a higher level of customer service.

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Transcript

  • 1.  
  • 2. Relationship Marketing
    • Relationship marketing is a form of marketing developed from direct response marketing campaigns conducted in the 1970's and 1980's which emphasizes customer retention and satisfaction, rather than a dominant focus on 'point of sale' transactions.
    • Relationship marketing differs from other forms of marketing in that it recognizes the long term value to the firm of keeping customers, as opposed to direct or "Intrusion" marketing, which focuses upon acquisition of new clients by targeting majority demographics based upon prospective client lists.
    http://en.wikipedia.org/wiki/Relationship_marketing
  • 3. Share not Sell
    • Share who you are
    • Share what you are doing
    • Share your life
    • Share your business
    • Share your thoughts
  • 4. Why Building Relationships Online?
    • FREE
    • Does not rely on email
    • Fully exposed profile
    • Searchable databases
    • Recommendations from past clients
    • View personal and professional info
  • 5.  
  • 6.  
  • 7.  
  • 8. Use of Social Network Web Sites by Age Source National Association of REALTORS® 2007 Profile of Home Buyers and Sellers
  • 9.  
  • 10.  
  • 11.  
  • 12. http://news.cnet.com/8301-13577_3-10160850-36.html
  • 13. CEBAA Media Plan of Action
  • 14. CEBAA Budget 2.0
  • 15. Your Return on Investment
  • 16. Budget Item Resource Set up Fee/mths. Snag-It www.TechSmith.com $49 N/A Camtasia www.TechSmith.com $299 N/A Fujitsu ScanSnap Adobe professional www.NewEgg.com $450 Included N/A N/A Efax www.Efax.com $0 $15 Self-Hosted WordPress blog www.GoDaddy.com $80 $5 Digital video camera www.FlipVideo.com $199 N/A Podcast www.Hipcast.com $0 $10 Digital Camera www.NewEgg.com $300 N/A USB video camera www.Logitech.com $100 N/A IDX solution www.Wolfnet.com $700 $150 Total $2177 $180
  • 17. Snag-It
  • 18. Camtasia
  • 19. Fujitsu ScanSnap
  • 20. Adobe Acrobat Professional
  • 21. Self-Hosted WordPress blog
  • 22. Digital Video Camera
  • 23. Podcast
  • 24. USB video camera
  • 25. Create Social Media Accounts
  • 26. Create these accounts
    • Google Accounts
    • www.WordPress.com
    • www.FeedBurner.com
    • www.WidgetBox.com
    • www.Linkedin.com
    • www.Twitter.com
    • www.Flickr.com
    • www.Box.net
    • www.FaceBook.com
    • www.FriendFeed.com
    • www.SlideShare.net
    • www.Plugoo.com
    • www.YouTube.com
    • http://Del.icio.us
    • www.MyBlogLog.com
  • 27. Create Spreadsheet of Accounts Login URL Username Password Profile URL Linkedin.com [email_address] Link1234 http://www.linkedin.com/in/dougdevitre Facebook.com [email_address] Face1234 http://www.facebook.com/people/Doug-Devitre/628201438 Twitter.com DougDevitre Twit1234 http://twitter.com/dougdevitre
  • 28. Every Social Media Account Needs a Brand
    • Locate login url
    • Select username
    • Select password
    • Choose hyperlink
    • Locate RSS feed
  • 29. Appendix A – Social Media Template
  • 30. Google Accounts
    • www.Gmail.com
    • http://Docs.Google.com
    • http://Calendar.Google.com
    • http://www.google.com/reader
    • http://GoogleAnalytics.com
  • 31. Why www.Gmail.com
    • Dedicate one email address to all social media sites
    • Use for
      • Registrations
      • Passwords
      • Notifications
      • Google alerts
      • Blog comment approval
  • 32. Why http://Docs.Google.com
    • Collaborate on management documents in real time
    • Publish documents to the web
    • Registration forms and surveys
    • Budgeting
    • Contact lists
    • Maps
  • 33. Why http://Calendar.Google.com
    • Embed into website
    • Invite guests
    • RSS feed
    • Types of calendars
      • Office schedule
      • Training
      • Company events
      • Birthdays
  • 34. Why http://www.google.com/reader
    • Supervise online activity by subscribing to your own feeds and categorize feeds into folders.
  • 35. Why http://GoogleAnalytics.com
    • Does your site track statistics?
      • Monthly unique visitors
      • Favorite links clicked
      • Referring URLs
      • SEO keywords
  • 36.  
  • 37.  
  • 38.  
  • 39. Why RSS?
  • 40. Reader vs. Publisher
  • 41. Ways to View RSS Feed
  • 42. Steps to Creating Blog
  • 43. Do you have time to blog?
  • 44.  
  • 45. Multiple Authors
    • Broker owner
    • Managing broker
    • Buyer specialist
    • Transaction coordinator
    • Marketing coordinator
    • Administrator
    • Relocation
    • Agents
  • 46. Managing Broker Authoring
    • Motivational quotes 
    • New policy change
    • Recruiting messages
    • Industry news
  • 47. Agent Authoring
    • Upcoming office events
    • Open houses
    • Market statistics
  • 48. Staff Authoring
    • Service provider changes
    • Contracts and forms
    • Marketing manager
    • Relocation
  • 49. Set Recurring Appointment in Outlook
  • 50.  
  • 51. Time Release Entry
  • 52. Why www.WordPress.com
    • Create self hosted blog
    • 100% customizable
    • Embeddable widgets and IDX feed
    • Built in RSS feed
    • Pages, posts, and multimedia
    • Authorized users upload content
    • Easy to use
  • 53.  
  • 54. Advantages of FeedBurner
    • Readers subscribe to feed by email
    • Readers subscribe in RSS reader
    • Track subscriber count
    • Track multiple feeds within profile
    • Optimize feed using other social media sites
  • 55. www.LinkedIn.com
    • Create profile
    • Finding contacts
    • Add connections
    • Choose websites
    • Recommendations
    • Group discussions
    • Q&A
    • Add applications
    • RSS
  • 56. Create LinkedIn Profile
    • Name, title, industry
    • Current position
    • Past employment
    • Education
    • Summary
    • Specialties
    • Public profile
    • Key word heavy
  • 57. Add Connections
  • 58. Finding Contacts on LinkedIn
  • 59. Choose Websites
  • 60. Recommendations
  • 61. Group Discussions
  • 62. Q&A
  • 63. Add Applications
    • www.WordPress.com
    • www.Box.net
    • www.SlideShare.Net
    • www.Amazon.com
  • 64. Read Network Updates Using RSS
  • 65. www.Twitter.com
  • 66. www.Twitter.com
    • Create a Profile
    • Follow People
    • Followers
    • Twitter Feed
    • Publishing your Twitter feed
  • 67. Create a Profile
    • Name
    • Username
    • Picture
    • Website
    • Online bio
    • Location
    • Background
  • 68. Follow People
    • Find people on Twitter
    • Click on Follow
  • 69. Followers
  • 70. www.Flickr.com
    • Create a profile
    • Upload photos
    • Titles, descriptions, and tags
    • Photostream
    • Create photo sets
    • Batch and organize photos
  • 71. Create a Profile
  • 72. Upload Photos
  • 73. Titles, Descriptions, and Tags
    • Titles
    • Descriptions
    • Tags
  • 74. Photostream
  • 75. www.Box.Net
    • Create a profile
    • Create folders
    • Upload files
    • Sharing documents by email and hyperlinks
    • Embed widget to blog or website
  • 76. Documents by Folder
  • 77. Box.net Folders
    • Share documents by hyperlink
    • Share folders by hyperlink
    • Embed folder into blog
    • Folders contain more documents
  • 78. Sharing Documents
  • 79. Embed Widget to a Blog or Website
    • <embed src=&quot;http://www.box.net/static/flash/box_explorer.swf?widgetHash=2t04hfpk40&cl=0&quot; width=&quot;460&quot; height=&quot;345&quot; wmode=&quot;transparent&quot; type=&quot;application/x-shockwave-flash&quot;></embed>
  • 80. Facebook Pages for and Groups By Doug Devitre http://www.DougDevitre.com
  • 81. Why Use Facebook for Broker?
    • FREE
    • Works with email, instant messaging, and RSS
    • 10% of agents using FB as communication tool
    • Multimedia and extra applications available
    • Marketing and advertising company benefits
    • Increase the transparency of company
    • Young leader participation in brokerage
  • 82. Facebook Page vs. Group
    • Facebook Page
    • Members join as fans
    • Fan pages are visible to unregistered people
    • Better for long term relationships
    • Add extra applications
    • Visitor statistics
    • Message delivered to status update, not emails
    • Unlimited number of fans
    • Facebook Group
    • Members join as members
    • Better for group discussions
    • Officers to facilitate and regulate discussion
    • Cannot add extra applications
    • Limited to 3,000 members
    • No visitor statistics
    • Message delivered to FB message inbox
  • 83.  
  • 84. Create a Facebook Page
    • Choose applications at bottom left
    • Select Ads and Pages
    • Create Page
  • 85. Create a Facebook Page
    • Choose Professional Service
    • Create Page
  • 86. Edit Page
    • Profile picture
    • Basic info
    • Detailed info
    • Discussion Boards
    • Events
    • Notes
    • Photos
    • Videos
    • Wall
    • More applications
    • Settings
    Set up preferences for each section
  • 87. Facebook Page Tools Information Event Calendar Discussions Wall Reviews Videos Notes Photos
  • 88. Benefits of Events
    • Advertise upcoming schedule
    • Promote registration website
    • See who is vs. who’s not attending
    • Share photos, videos, notes, and links of upcoming events
  • 89. Events: Step 1 Event Info
    • Event Name
    • Tagline
    • Event type
    • Description
    • Start and end time
    • Location provides map
    • Contact information
  • 90. Events: Step 2 Customize Class
    • Picture for event
    • Bring friends?
    • Show guest list?
    • Enable Wall
    • Photo settings
    • Video settings
    • Posted items?
    • Publicize in search
  • 91. Events: Step 3 Guest List
    • Invite from:
      • Outlook
      • Palm Desktop
      • .csv
      • LinkedIn
  • 92. Benefits of Notes
    • Post links from other websites
    • Import RSS feeds into Facebook
    • Status updates automatic
  • 93. Import a Blog Using RSS
    • Blog feed
    • Google Calendar feed
    • Twitter feed
    • Each entry appears on status updates
    • Links back to content site
      • (blog, calendar, etc.)
    Insert blog feed
  • 94. RSS feed for Posted Notes
    • Users can subscribe to any posted Facebook notes using published RSS feed.
  • 95.  
  • 96. Learning Objectives
  • 97. Create account at www.FriendFeed.com
  • 98. Add Social Media Profiles
  • 99. Available Social Websites
    • Choose frequently used
  • 100.  
  • 101. www.SlideShare.net
    • Create a profile
    • Upload presentations
    • My Slideshows
    • Share presentations
    • Create a slideshow Presentation Pack
  • 102. Create a Profile
  • 103. Upload Presentations
  • 104. My Slideshows
  • 105. Share Presentations
  • 106. www.YouTube.com
    • Create profile
    • Design the Channel
    • Upload video
    • Marketing videos
    • Playlists
    • Favorites
    • Subscriptions
    • Custom video players
  • 107. Create a YouTube profile
    • Select username
    • Enter password
  • 108. Design the Channel
    • Channel info
    • Channel design
    • Organize videos
    • Performer info
  • 109. Upload Video
  • 110. Marketing videos
  • 111. Embed HTML Source Code Paste CTRL-V Source Code selected
  • 112. Create a Background
  • 113. Playlists
  • 114. Set Up Playlists
  • 115. Favorites
  • 116. Subscriptions
  • 117. Custom Video Players
  • 118. www.DougDevitre.com
  • 119. Integrate RSS Feeds
  • 120. Integrate RSS Feeds
    • Identify feeds from multiple social networks
    • Subscribe to RSS feeds
    • Organize feeds into folders
    • Cross publish feeds
  • 121. Example RSS Feeds
    • Blog
    • Blog comments
    • YouTube
    • Twitter
    • Slideshare
    • Flickr
    • FriendFeed
    • Del.icio.us
    • Google Calendar
  • 122. Blog
    • http://feeds2.feedburner.com/lkwoodrealestate
  • 123. Locate Twitter RSS Feed http://twitter.com/statuses/user_timeline/23900486.rss
  • 124. Locate SlideShare RSS Feed http://www.slideshare.net/rss/user/lkwoodrealestate
  • 125. Locate Flickr RSS Feed http://api.flickr.com/services/feeds/photos_public.gne?id=36274634@N06&lang=en-us&format=rss_200
  • 126. Locate FriendFeed RSS Feed http://friendfeed.com/lkwoodrealestate?format=atom
  • 127. Locate Del.icio.us Feed http://feeds.delicious.com/v2/rss/lkwoodrealestate?count=15
  • 128. Google Calendar http://www.google.com/calendar/feeds/lkwoodrealestate%40gmail.com/public/basic 1. 2. 3.
  • 129. www.WidgetBox.com 1. 2. Choose Blog Feed Paste feed link location
  • 130. Edit Widget Box Properties Edit Layout 2. 1.
  • 131. Get Widget Box 1. 2. Publish feed to website using HTML source code
  • 132. Paste to Blog HTML Editor 4. 5. Open up Widgets Tab Paste HTML source code
  • 133. Assign responsibilities
  • 134. Assign Responsibilities
  • 135. Responsibilities by Action
  • 136. Videos
  • 137. Pictures
  • 138. Events
  • 139. Blog Entries
  • 140. Listings
  • 141. Badges/Widgets
  • 142. Tracking Performance
  • 143. Tracking Performance
  • 144. Blog Statistics
  • 145. YouTube
  • 146. Slideshare Views
  • 147. Twitter Counter
  • 148. Facebook Fans
  • 149. Broker Manual Policy
  • 150. Broker Manual Policy
  • 151. Choose Which Profiles Agents Can Use
    • Each site has its own purpose
    • Discuss imputed knowledge
    • Copyright and trademark violations of logo
    • Mandatory vs. optional connection to broker
  • 152. Social Media Time Management
    • Identify common time wasters
    • Time saving strategies
    • Publish feeds to deliver content
    • Personalizing messages
    • Increase conversion rate
    • Prospecting
    • Renewing referrals
  • 153. Broker Waiver of Liability
    • Each agent must sign a broker waiver of liability that states agents participation is not mandatory and that they assume the liability for all statements, pictures, and multimedia.
    • Broker must seek legal counsel for drafting this document and final approval of broker policy manual.
  • 154. Disclosure of Participation
    • States that brokers participate in a listed directory of social media sites and how the agents can upload, share, and deliver these services to benefit the clients.
  • 155. Risk Reduction
    • Identify common areas of concern and list the ways to prevent them in the future.
    • These include:
      • Code of Ethics
      • Fair housing
      • Copyright
      • Trademark
      • Legal
  • 156. CEBAA Media Plan of Action
  • 157. 非常感謝 , どうも , shukrān, tak, Merci, danke, ευχαριστώ , mahalo, grazie, Dzięki, спасибо , gracias, Thank you! http://www.DougDevitre.com