Expanding Your Sphere of Influence with Social Media
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Hilary Marsh and Mary Martinez talk about why and how to use social media -- social networking sites, blogs, etc. -- to build relationships and attract prospective buyers and sellers. Delivered to ...

Hilary Marsh and Mary Martinez talk about why and how to use social media -- social networking sites, blogs, etc. -- to build relationships and attract prospective buyers and sellers. Delivered to Realtors at the McHenry County (IL) Association of Realtors in Feb. 2009

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    Expanding Your Sphere of Influence with Social Media Expanding Your Sphere of Influence with Social Media Presentation Transcript

    • Power Path Series:  Expanding Your Sphere of Influence  Expanding Your Sphere of Influence with Social Media Presented by Hilary Marsh and Mary Martinez ,  NATIONAL ASSOCIATION OF REALTORS® to the McHenry County Association of REALTORS® to the McHenry County Association of REALTORS February 5, 2009
    • Topics 1. Social media matters 2. 2 Principles of social media i il f il di 3. Tools and expectations 4. 4 Expanding your sphere of influence Expanding your sphere of influence Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 2
    • Why social media matters • It’s about presence. Most buyers do at least some research on the Internet during  the buying process. the buying process. • It’s about me.  Not  mass media but me media it s personal. Not “mass media” but “me media” – it’s personal. • It’s about the “now” factor.  Millennials expect instant communication.  p • It’s about the experience.  How will your prospects experience you?  y pp p y Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 3
    • Principles of social media “Social media” is interactive content that you can “ l d” h • share • link • comment • edit • discuss The content is empowered • The message is just the jumping‐off point Th ij hj i ff i • Loss of control • The reader is your co‐owner Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 4
    • Content = behavior • Reputation management is becoming as important as brand  management • Business building is indirect – direct selling is not part of the  culture Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 5
    • Emphasizing the  “social” in social media social in social media Why do you go to church?  (Todd Carpenter, SPARKt 2008) (T dd C SPARK 2008) Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 6
    • Comm Dirs Annual 2008 -- Social Media Feb. 5, 2009 7
    • Tools and expectations • Social networking websites  • Blogs & microblogs  g g • Shareable, embeddable video  • Virtual worlds  Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 8
    • Social networking websites McHenry County Association of REALTORS® — Social Media 9 Feb. 5, 2009
    • Social networking websites Facebook = originated as a  university “face” book 56 mil U.S. people monthly 55% female Majority of users <35 yrs.  61% users >$60K income 58% college graduates or post‐grad (Source:  Quantcast.com) (Source: Quantcast com) Stories from the field:   Teri Isner, of  Keller Williams At‐The‐Lakes /  Celebration, uses Facebook to promote  Celebration uses Facebook to promote her farm area. Result: Isner sold a  property to a couple from the UK who  found out about her through Facebook. (Source: FLORIDA REALTOR MAGAZINE,  Oct. 2008) McHenry County Association of REALTORS® — Social Media 10 Feb. 5, 2009
    • Social networking websites LinkedIn = professional network  LinkedIn professional network 30 mil U.S. people monthly 53% male Majority of users >35 yrs.  66% users >$60K income 72% college graduates or post‐graduates Source:  Quantcast.com Stories from the field:   Maggie Morris, of  Sellstate Achievers Realty, built her sphere of  influence at LinkedIn by setting up a profile,  y gpp downloading email addresses of people she  knows, and inviting them to her network.  Result: referral business and an increased  sphere of influence. (Source: FLORIDA REALTOR  MAGAZINE, Oct. 2008) MAGAZINE Oct 2008) McHenry County Association of REALTORS® — Social Media 11 Feb. 5, 2009
    • Social networking websites Naymz = branding and  reputation management 1.5 mil U.S. people monthly 1 5 mil U S people monthly 53% male Majority of users >35 yrs.  61% users >$60K income 68% college graduates/post‐graduates Source:  Quantcast.com McHenry County Association of REALTORS® — Social Media 12 Feb. 5, 2009
    • Let’s stop for a moment…
    • Share your experience Sh i It’s about presence.   • What social networking sites are you active in? It’s all about me.  • How are you anticipating the needs of potential customers? • How are you personalizing your online contact with potential  customers? It’s about the “now” factor. • How are you managing inquiries from your social networking  y ggq y g sites? It’s about the experience.  • What makes your social networking sites unique? sticky? Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 14
    • Blogs & microblogs ActiveRain = real estate network 656K U.S. people monthly 50/50 male/female Majority of users >35‐49 yrs.  61% users >$60K income 62% college graduates or post‐graduates Twitter = microblog 2.7 mil U.S. people monthly 53% female 49% users 18‐34 yrs. y 50% >35 yrs.  Nearly half users <$60K income 63% college graduates or post‐graduates Source:  Quantcast.com McHenry County Association of REALTORS® — Social Media 15 Feb. 5, 2009
    • Blogs & microblogs ActiveRain and RealTown.com  ‐‐ top two cited real estate blogs.  (Real Estate Marketing Survey, QuantumDigital) Consider the elements of this blog: C id th l t f thi bl • “Real Estate’s Biggest Loser  Challenge” • “Ask the Broker” feature •E Expert/speaker t/ k • Ratings…get ready, they’re here! Stories from the field:  Connie Olson, of  Stories from the field: Connie Olson of Realty World Executive Group, uses  Jay Thompson ActiveRain to network, promote  The Phoenix Real Estate Guy herself, learn from others. Result: several listings. (Source: FLORIDA REALTOR  Inman’s Most Influential Bloggers of 2008 f gg f MAGAZINE, Oct. 2008) G O 2008) http://www.phoenixrealestateguy.com/ McHenry County Association of REALTORS® — Social Media 16 Feb. 5, 2009
    • Blogs & microblogs The smallest detail about you and your Internet presence could make – or break – the  relationship…and  you’ll likely never even know it. Consider the elements of this blog: • “Miamism” branding • Up‐to‐date entries • Images • Multilingual  • Use of multimedia • Top navigation, side navigation • Community information Rick Garcia & Ines Hegedus Garcia • RSS, syndication “Miamism” • “Go to” place for Mojitos! http://www.miamism.com/ http://www miamism com/ McHenry County Association of REALTORS® — Social Media 17 Feb. 5, 2009
    • Blogs & microblogs Blogging gives the prospective  customers an idea of who you  are...before they meet you in  bf h i person Consider the elements of this blog: C id h l f hi bl • “Help Fluffy” feature • Foreclosure resources Foreclosure resources • Use of categories Teresa Boardman  • Everything St. Paul St. Paul, MN • Use of images http://www.stpaulrealestateblog.com/ McHenry County Association of REALTORS® — Social Media 18 Feb. 5, 2009
    • Blogs & microblogs Consider the elements of this  microblog: • Branded  • Current • Teresa Boardman’s Favorites • Teresa Boardman Follows Stories from the field:  Jeff Bernheisel, of  Real Estate Marketing World, tells a story  of his search for REALTORS® in  Vancouver, WA. Two he knew took over  Teresa Boardman  24 hours to respond by email.  One he  had been following via Twitter  St. Paul, MN responded in an hour. http://twitter.com/TBoard p // / McHenry County Association of REALTORS® — Social Media 19 Feb. 5, 2009
    • Let’s stop for a moment…
    • Share your experience Share your experience It’s about presence.   •A Are you blogging? Twittering? Where? bl i ? T itt i ? Wh ? It’s all about me.  • How are you anticipating the needs of potential customers at your blog? • How are you personalizing your online contact with potential customers? It’s about the “now” factor. • How are you managing inquiries from your blog? How are you managing inquiries from your blog? It’s about the experience. • When a potential customer leaves your blog, consider what emotions they’re  leaving with … are they intrigued enough to return for more?  Will they  leaving with are they intrigued enough to return for more? Will they remember you? • What emotions, mood, feelings does your blog evoke? • Wh t What makes your blog unique? sticky? k bl i ? ti k ? McHenry County Association of REALTORS® — Social Media 21 Feb. 5, 2009
    • Video YouTube = real estate network 72 mil U.S. people monthly pp y 50/50 male/female Majority of users <35 yrs.  46% users <$60K income 54% users >$60K income 47% no college 47% no college 53% college graduates or post‐graduates Source:  Quantcast.com McHenry County Association of REALTORS® — Social Media 22 Feb. 5, 2009
    • Video Consider the elements of this YouTube  channel: •U Use of video, multiple images,  f id lti l i sound • Use of color Stories from the field:  Fort Myers REALTOR®  Kathy Cardet was contacted by buyers from  Canada, who found her on YouTube.  Result:  Cd hf dh Y T b R lt They purchased property through her, sight  Kathy Cardet unseen.  (Source: The News‐Press /  Fort  Century 21 Birchwood International Myers) http://www.youtube.com/user/KathyCardet McHenry County Association of REALTORS® — Social Media 23 Feb. 5, 2009
    • Let’s stop for a moment… p
    • Share your experience Share your experience It’s about presence.   •A Are you already using YouTube?  ld i Y Tb? It’s all about me.  • How are you anticipating the needs of potential customers at YouTube? • How are you personalizing your online contact with potential customers? It’s about the “now” factor. • How are you managing inquiries from YouTube? How are you managing inquiries from YouTube? It’s about the experience. • When a potential customer leaves your channel at YouTube, consider what  emotions they re leaving with … are they intrigued enough to return for more?   emotions they’re leaving with are they intrigued enough to return for more? Will they remember you? • What emotions, mood, feelings do your videos evoke? • Wh t What makes your YouTube channel unique? sticky? k Y Tb h li ? ti k ? McHenry County Association of REALTORS® — Social Media 25 Feb. 5, 2009
    • Virtual worlds Second Life = virtual world Second Life = virtual world 412K mil U.S. people monthly 52 %female Majority of users <35 yrs.  57% users <$60K income 48% no college 51% college graduates or post‐graduates Source:  Quantcast.com McHenry County Association of REALTORS® — Social Media 26 Feb. 5, 2009
    • Virtual worlds Considerations for a Second Life  presence: • Real life marketing rules don’t translate  in SL • Difficult to determine ROI • Time intensive Time intensive • But…growing presence among colleges  and universities New Jersey Association of REALTORS® Second Life headquarters McHenry County Association of REALTORS® — Social Media 27 Feb. 5, 2009
    • REALTOR® Welcome Center Consider the elements of the REALTOR®  Welcome Center: • SL culture does not mirror RL • Evolving • Experimental • Creative expression • Use as a space for meetings, forums,  training McHenry County Association of REALTORS® — Social Media 28 Feb. 5, 2009
    • One more social network IRL In real life llf McHenry County Association of REALTORS® — Social Media 29 Feb. 5, 2009
    • One more social network Real‐life equivalents •Twitter = cocktail party •Facebook = the entire town square •LinkedIn = business networking event McHenry County Association of REALTORS® — Social Media 30 Feb. 5, 2009
    • Build relationships online to build  your sphere of influence h f i fl Writing draws search traffic Choose topics that people are searching for Community information — NOT only listings — draws potential movers •restaurant reviews resta rant re ie s •pediatrician recommendations •photos •contractor lists The information you give out freely anyway to prospects McHenry County Association of REALTORS® — Social Media 31 Feb. 5, 2009
    • Expectations and guidelines •Make sure your online activities mirror, compliment, and expand your offline  activities •Use each one in concert with the other •Do what’s doable and feels right for you •Choose a few channels and participate — post, link, share, explore •Write invisibly until you find your voice — create a schedule, think of  themes, keep posts to a manageable length McHenry County Association of REALTORS® — Social Media 32 Feb. 5, 2009
    • Expectations and guidelines In social media, you need to give to get •Give words, get SEO •Give information, get links •Give tips, get noticed •Give praise, get recognition and free publicity Gi i ii df bli i McHenry County Association of REALTORS® — Social Media 33 Feb. 5, 2009
    • Ten ways to expand your SOI today 1. Select 3 social networking sites and  g 6. Promote personal attributes and  p establish profiles for each. (Hint:  Most  style that would help connect you  commonly used networking sites among  with potential customers, e.g.,  real estate professionals are Facebook,  volunteer/community efforts,  LinkedIn and Twitter.) LinkedIn and Twitter ) interests, hobbies.  interests hobbies 2. Take advantage of one special app or  7.  Watch and respond to inquiries from  feature, e.g., Amazon.com reading list. your networking sites. 3. Identify one niche or area of  3 Identify one niche or area of 8. Add new content daily for one  8 Add new content daily for one expertise, and develop that area of  week and see what happens.   interest.    9. ________________________ 4. Offer potential customers a “take‐ 10. ________________________ away.”  What’s in it for them??? 5. Get personal.  What’s happening in  your contacts’ lives?  Reach out!  What’s happening in YOUR life? Share. Wh t’ h i i YOUR lif ? Sh McHenry County Association of REALTORS® — Social Media 34 Feb. 5, 2009
    • Need more information? Need more information?  Visit the Library at REALTOR.org McHenry County Association of REALTORS® — Social Media 35 Feb. 5, 2009
    • More resources at REALTOR.org McHenry County Association of REALTORS® — Social Media 36 Feb. 5, 2009
    • And now a cameo appearance… …from Jim Haisler via  f i il i Facebook McHenry County Association of REALTORS® — Social Media 37 Feb. 5, 2009
    • Questions? Hilary Marsh hmarsh@realtor.org h h l 312/329‐8341 Mary Martinez mmartine@realtor.org 312/329‐8832 Feb. 5, 2009 McHenry County Association of REALTORS® — Social Media 38