Online Advertising and Social Media Compliance

Social Media and OnlineAdvertising Compliance by Doug Devitre, CRS, ABR, GRI, e-PRO

Will ignorancehold up in a court of law?

Who makes the rulesand how can we follow

What happens when an advertising doesn’t

Module 1: Changing the Channels How has online communication changed?

http://www.amazon.com/

Twitter

https://www.facebook.com/

Search

www.Pipl.com People

www.TractorView.com

Real Estate Blog

Communication Process

YouTube http://www.youtube.com/

www.Slideshare.net http://

Pinterest Terms of Service

Exercise #1• Make a list of your top ﬁve channels you use.• Which channels do your customers use?• Are you actively listening to the conversation?

Module 2:Ethics and Laws How can I save me from myself?

Intellectual property• Blog posts• Photos• Videos• Music

Can I use someone else’s blog post in my blog?

Photos• Digital Camera• CrystalGraphics• iStockPhoto• “Royalty Free”• CreativeCommons• Icons• Infographics

http://www.iconshock.com/

Videos• Digital camera• Logitech QuickCam• Camtasia• iStock Videos• Fiverr• GoAnimate http://www.amazon.com/iStabilizer-855434003017-Smartphone- Video-Stabilizer/dp/B0056C4W7E/ref=sr_1_2? s=electronics&ie=UTF8&qid=1332697436&sr=1-2

http://www.amazon.com/Logitech-960-000111-QuickCam-Orbit-AF/dp/B000UY1OMY/ref=sr_1_1? s=electronics&ie=UTF8&qid=1332697560&sr=1-1

Video Job Descriptions

iStock Videos

http://ﬁverr.com/categories/video/ order/rating/pages/1

Where to Get Music• Royalty free music• Buy the rights• Make your own

Website Disclosure• Terms of Use• Privacy policy• Blogging policy• Commenting policy

Terms of use• http://en.wikipedia.org/wiki/Terms_of_use

No Firm Name?

Restrictions on licensee advertising. A licenseewho advertises shall comply with the following: Statute 36-21A-72• 1) Each advertisement shall clearly state the name of the ﬁrm with which an individual licensee is associated;• 2) Each advertisement in which a licensee attempts to secure real estate listings or offers to purchase, sell or lease property, or perform any other act for which a license is required under this chapter, shall clearly disclose that the advertised acts or services are being offered by a licensee;• 3) No licensee may make any announcement in any media regarding the sale of property which gives any impression that the property sold for a price other than the actual selling price.• Notwithstanding subdivisions (1) to (3), inclusive, of this section, a licensee may advertise in the licensee’s individual name an offer to sell or lease property of which the licensee is the owner. The advertisement shall disclose that the owner of the property being sold or leased is a licensee.

Contact me Page• Phone number• Mailing address• Google map of physical address• Captcha for form• Disclosure on form

Privacy policy• http://en.wikipedia.org/wiki/Privacy_policy

http://www.google.com/ policies/privacy/

http://www.realtor.org/ letterlw.nsf/pages/

Broker Policy Inclusions• Posting of text• Posting of photos• Posting of videos• Posting of comments• Posting of audio

Handling Blog Comments

Exercise #2• Name 5 sources where you get pictures/videos/music for your marketing.• Which websites do I use that I collect/give consumer information?

http://www.realtor.org/mempolweb.nsf/pages/code

Article 12REALTORS® shall be honest and truthfulin their real estate communications andshall present a true picture in theiradvertising, marketing, and otherrepresentations. REALTORS® shall ensurethat their status as real estate professionalsis readily apparent in their advertising,marketing, and other representations, andthat the recipients of all real estatecommunications are, or have been, notifiedthat those communications are from a realestate professional. (Amended 1/08)

Standard of Practice 12-5REALTORS® shall not advertise norpermit any person employed by oraffiliated with them to advertise realestate services or listed property inany medium (e.g., electronically, print,radio, television, etc.) withoutdisclosing the name of thatREALTOR®s firm in a reasonableand readily apparent manner.(Adopted 11/86, Amended 1/10)

Standard of Practice 12-8The obligation to present a true picture inrepresentations to the public includesinformation presented, provided, ordisplayed on REALTORS®’ websites.REALTORS® shall use reasonable effortsto ensure that information on theirwebsites is current. When it becomesapparent that information on aREALTOR®’s website is no longer currentor accurate, REALTORS® shall promptlytake corrective action. (Adopted 1/07)

Standard of Practice 12-9REALTOR® firm websites shall disclose thefirm’s name and state(s) of licensurein a reasonable and readily apparentmanner.Websites of REALTORS® and non-memberlicensees affiliated with a REALTOR® firmshall disclose the firm’s name and thatREALTOR®’s or non-member licensee’sstate(s) of licensure in a reasonable andreadily apparent manner. (Adopted 1/07)

Fair Housing• Race• Color• Religion• National origin• Sex• Disability• Familial status

Module 3:Protect ConﬁdentialityWho should see this?

Tools• Laptop• Mobile phone• Tablet• Applications• Software

Hootsuite

Tweet• 140 characters or less• Public or private• Hashtag• Time release• Sent to those who follow you• Include links to pictures, videos, blog posts

Twitter Twang• RT = I am sharing someone else’s tweet• @YourName = I want you and world to know• #realtor = I want to update realtor talk• Link = directs people to more content• Text = description of link and notice

@Mention vs DM• Mention • Direct Message• Public reply to followers • Conﬁdential to recipient• Include multiple people • Sent to one person• Searchable on Google • Hashtags don’t work• Hashtags work • Include links• Include links

Hootsuite

Twitter List

Facebook Lists

What information do I have?• Earnest money check• Driver’s license• Credit reports• Financial analysis• Contracts and forms

Who should see what?• Among clients• Cooperating agents• Vendors• Public

How do I keepdocuments conﬁdential?• Print and deliver• Choose the right tool• Password protect before sharing

Managing Your How

Password Protection Tools• Last pass• Password rule• Proﬁle tracker

http://budurl.com/ trackproﬁles

Exercise #3• Who would you follow on Twitter?• How is a DM and mention different and does it matter?• How can I secure my passwords better?• How can I be more secure with my electronic records?

File Transfers• Dropbox• Box.net• Amazon s3 server

Dropbox

Protected Videos• Conﬁdential• Video job descriptions• New agent training• Internal rate of return calculation

Amazon S3 Servers

Easy Video Player 2.0

Account Passwords• Device login• Social media proﬁles• Banking information• Credit cards

Wireless Connections• Wireless at home• Wireless at work• Wireless in public• MiFi Card

Module 4: Managing Your Reputation Who should be concerned with what I do online?

How do you knowwhat you are doing

Tagged Photos/Videos

Choose Facebook Privacy Settings

http://speakingofrealestate.blo

Facebook Terms

Facebook Policies• Privacy Policy• Platform Page• Facebook Platform Policies• Advertising and Promotion Guidelines• How to Report and Appeal Claims of Intellectual Property Infringement• Pages Terms

https://www.facebook.com/

Geo-location services Can people review us by location?

Yelp for Business

Foursquare Real Estate Search

Foursquare Hotel Search results

Foursquare Tips

Places http://www.google.com/

Google Places

Google Places Review

Exercise #4• Am I complying with Facebook Terms and Conditions?• What review sites do I need to visit in my community?

http://viewer.zmags.com/publication/ 59ef2b62#/59ef2b62/32

Removal of content, links, and proﬁles When I should remove what from where?

Can you remove...• Blog posts• Blog comments• Tweets• Facebook updates and photos• Recommendations and reviews

Whichproﬁlesshould Iremove?

Which proﬁles should I remove?The ones you aren’t using frequently

http://support.google.com/webmasters/bin/answer.py? hl=en&answer=164734 How do I removelinks from Google?

Remove content from someone else’s site

Remove content from your own site

http://brokenlinkcheck.com/

Social Monitoring Tools What will track what?

Twilerts

Google Alerts

www.Twazzup.com

Exercise #5• What sites to I need to check for missing or inaccurate content?• What key word searches should I be looking for in social monitoring sites?

Module 5: Listings How does online advertising affect my listings?

http://agent.point2.com/real-estate-tools/syndication.asp

http://www.listhub.net/channels.html

Should we syndicate?• http://www.youtube.com/watch?v=P4pZ0zJdfAY• http://www.youtube.com/watch?v=ec2kJj-z2_I

Syndication tosocial media sites• New listing post to Facebook• New listing post to Twitter• New listing post to Craigslist• New listing post to Zillow• New listing post to Trulia

MLS Rules and Regulations• Video branding in MLS• Expired listing photos• Alteration of photos• Fair housing

Module 6: Action PlanWho does what, when, and how often?

Action Plan• Compliance• Policy on creating content, and handling comments• Reputation management• Set up social monitoring alerts

Homework Assignment• Prioritize activities• Dedicate time• Make a budget• Technology plan of action• Choose preferred asynchronous learning environment

Website/Blog• Have you used ClickTale to see how customers navigate your website?• Have you used MarketingGrader to determine the effectiveness of your online sales funnel?• Have you used WordTracker to identify which keywords that you want to rank high on search engines like Google?• Is your website mobile friendly?• Does your company have a legal section, terms of use, or privacy policy drafted by an attorney? Is this easily found the footer of the website?• Is your business address easily found and does it link to a Google Map?

Email Marketing• Do you collect email addresses from your online sales funnels?• How many email auto-responders do you use to build list rapport over the life of the buying cycle?• Do you follow the 2003 Can SPAM Act rules and regulations?• Do you disclose how often an email subscriber will receive messages?• Do you ask for the email subscriber to double opt-in?• Do you use RSS email campaigns to segment messages from blog categories to segmented email lists?• Have you optimized your email signature with links to call to actions, link to address, and social media proﬁles?

Video• How many video sales letters have you created to increase online conversion rates?• Do you answer your frequently asked questions using video on your website?• Do you video screen capture to educate consumers, train employees to use software, or give market reports?• How many video testimonials do you have? Are they easily found on your website and YouTube channel?• Have you created video job descriptions for new agents, new employees, and virtual assistants?• Are you skilled in hosting virtual meetings using GoToMeeting, GoToWebinar or Skype?

Social Media Marketing• Do you have a REALTOR® Broker Social Media Policy?• Do you have a social media accountability plan?• Do you have a spreadsheet of social media proﬁles each with a unique password for the company?• Do you engage local, regional or national media outlets using social media?• Have you made a list of desired media outlets and begin to develop a trusted relationship with them?• Have you inserted royalty free social media icons on the website template that link directly to your Linkedin company,YouTube channel, Facebook page, and Twitter account?

http://surveymonkey.com/

Outsourcing• Craigslist• eLance• oDesk• Guru.com• Fiverr

Fiverr Social Marketing Gigs

One Tech Tip a Day Keeps Your Extinction Away http:// 365tec hnolog ytips.c http://365TechnologyTips.com

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Online Advertising and Social Media Compliance

by Doug Devitre on May 09, 2012

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Online Advertising and Social Media Compliance Presentation Transcript