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 service.

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  • CEBAA Social Networking Strategies

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