HONE YOUR SOCIAL MEDIA STRATEGY  Katie Lance, CEO and Owner, Katie Lance Consulting                     @katielance
I’M REALLY GLADFACEBOOK DID NOT EXIST     WHEN I WAS 15
WE’VE BEEN GIVEN ANINCREDIBLE OPPORTUNITY
SOCIAL MEDIA HAS OPENED        A DOOR
“Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
“Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
“I can directly track over$30M in sales toFacebook relationships.It may be even higher.Last night I listed a housein Summi...
“14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
IT HAS CHANGED THEWAY NEWS IS SPREAD
IT’S NOT A JUST A MARKETING CHANNEL  IT’S A COMMUNICATIONS CHANNEL
MARKETING USED TO BE ONE DIMENTIONAL
NOW BRANDS CAN HAVE A TWO-WAY CONVERSATION WITH CONSUMERS“…And they bringtheir 130 friendsalong for the ride.Social media ...
“Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
TODAY1.   Fans and friends… now what?2.   The Big 3: Facebook, LinkedIn and Twitter3.   Building relationships and strateg...
“SO, I HAVE A LOT OF FRIENDS AND       FANS… NOW WHAT?”
BE INTENTIONAL
ARE YOU CONNECTING     WITH PEOPLE?• Beyond the status  update• Are connecting with  people intentionally or  haphazardly?...
CONNECTING WITH THE      “BIG 3”
FACEBOOK PERSONAL PROFILE• It can’t be all about  real estate• Be you, be authentic• Act like you would at  a dinner party...
FACEBOOK LISTS: A.K.A.“WEEDING THROUGH THE NOISE”
FACEBOOK LISTS - CREATE 2 LISTS1.Clients       https://www.facebook.com/bookmarks/lists2.Potential Clients
ONCE A DAY. EVERY DAY  AUTHENTICALLY ENGAGE
FACEBOOK BUSINESS PAGES• Your posts show up in  your members newsfeed• People can “like” your  page and not have to  frien...
ASK QUESTIONS Are you going to the the holiday event  downtown this weekend? Click “LIKE” if you  are! QUICK POLL: Have ...
Facebook.com/remax
7 THINGS THAT MAKE A BIG       DIFFERENCE1. Write on other people’s walls2. Send private messages3. Think long term4. Shor...
DO YOU HAVE A CONTENT      STRATEGY?
CONTENT GRID                         National RealLocal Real Estate                                   Local & Community Pe...
IMAGES MAKE A HUGE        DIFFERENCE• Images, images, images  – your OWN are best• Use your smartphone  apps: Instagram, O...
FACEBOOK GROUPS• Users have to be  approved to join• Generally, more  conversation  happens in groups  because of privacy•...
FACEBOOK GROUPSEXAMPLES:1. “Atlanta Movers and Shakers”: Purpose: to share pre-market   listings and buyer needs2. “Moving...
WHY DOES THIS WORK?
RELATIONSHIPS ARE BUILT      OVER SMALLINTERACTIONS OVER TIME
It’s easy to be the person doingall the talking. The real beauty ofsocial media is listening andnoticing.
BUT WHAT ABOUT   LINKEDIN?
LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET IT       NETWORK”
LINKEDIN – GIVE TO GET• Reach out to potential  and current clients via  LinkedIn – as part of the  process• It’s where to...
DON’T BE PASSIVE WITH          LINKEDIN• Every potential client  you meet, connect  with them on  LinkedIn (and  Twitter)•...
BUILDING NEW RELATIONSHIPS       WITH LINKEDIN• Every new person you meet that COULD be a  client – are you connecting wit...
WHAT ABOUT TWITTER?
KNOW THE RULES OF THE ROAD• It’s ok to tweet publicly to someone using the  @ sign.• Not sure about it being public? Send ...
TWITTER BEST PRACTICES1. If someone tweets   you – respond! No   tweet left behind!2. Tweet more about   others than   you...
TWITTER• Reach out to  potential and  current clients via  Twitter – as part of  the process• Put them into a  Client and ...
WHAT THE HECK IS A HASHTAG?
TODAY’S EVENT HASHTAG      #remaxR4
CREATE A “LOCAL NEWS” LIST
THE BEST TOOLS TO HAVE  IN YOUR TOOL CHEST
SCHEDULING TWEETSa.k.a. “drip marketing” for Twitter
SCHEDULING FACEBOOKBUSINESS PAGES POSTS
GOOGLE ALERTS• Set up alerts for  each  neighborhood or  community you  work• Local schools• Your name
FACEBOOK PAGES APP
HOUZZ
ZITE
INMAN NEWS
GROWING YOUR SOCIAL   MEDIA CHANNELS5 Must-Do’s• Suggest people like your page• Add social icons to your site• Email signa...
INTEGRATING SOCIAL MEDIA INTO YOUR     BUSINESS
MAKE SOCIAL PART OFWHAT YOU DO EVERYDAY
YOUR LIFE IS CONTENT!
THE NEW ROUTINE• Meet a new potential client: send them a LinkedIn  request• Out on broker tour – see an AMAZING feature, ...
#InmanWebIT’S ALL IN THE DETAILS
LITTLE THINGS THAT MAKE      A DIFFERENCE• No tweet left  behind• Every notification• Every comment gets  acknowledged• Ev...
AUTHENTICITY
DON’T ACT AUTHENIC – BE      AUTHENTIC• Don’t filter out  negative feedback or  negative posts• Authenticity is not just  ...
TAKE THE ONLINE OFFLINE
TAKING THE ONLINE OFFLINE• It’s amazing how many  people don’t connect  after an event• Reach out via LinkedIn,  Twitter a...
IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
CONTACT ME KATIE LANCE @KatieLance Next.Inman.comFacebook.com/KatieLanceConsulting
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
Hone Your Social Media Strategy
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Hone Your Social Media Strategy

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In this presentation, Katie Lance, CEO and Owner of Katie Lance Consulting teaches some of the best practices for implementing a content strategy and building relationships using social media for real estate professionals. Focusing on the "big 3" - Facebook, Twitter and LinkedIn - Katie covers content ideas, best practices, how to use a content grid, and more. For more info about Katie, please visit http://facebook.com/KatieLanceConsulting or on Twitter @katielance

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  • A few days ago my mom called me up to say that my dad had found a box of mine in the garage tucked way in the backMy 1st thought was – well, what’s in there?
  • People on the fringeSocial signals, people are sharing more than ever
  • Consistency8-% of your SOI is on FBDrip everyday – v. 1x s month
  • My boys will never know a world differentSwipe a arcade game
  • 12-18 monthsLong term focusJust like real life
  • In real estate we love to talkTalk about why you LOVE what you do – the moment 1st set of keys
  • Tweaking the dials nuances
  • Transcript of "Hone Your Social Media Strategy "

    1. 1. HONE YOUR SOCIAL MEDIA STRATEGY Katie Lance, CEO and Owner, Katie Lance Consulting @katielance
    2. 2. I’M REALLY GLADFACEBOOK DID NOT EXIST WHEN I WAS 15
    3. 3. WE’VE BEEN GIVEN ANINCREDIBLE OPPORTUNITY
    4. 4. SOCIAL MEDIA HAS OPENED A DOOR
    5. 5. “Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
    6. 6. “Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
    7. 7. “I can directly track over$30M in sales toFacebook relationships.It may be even higher.Last night I listed a housein Summit, NJ for$1,750,000, directlybecause of Facebook.”– Karen Bigos
    8. 8. “14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
    9. 9. IT HAS CHANGED THEWAY NEWS IS SPREAD
    10. 10. IT’S NOT A JUST A MARKETING CHANNEL IT’S A COMMUNICATIONS CHANNEL
    11. 11. MARKETING USED TO BE ONE DIMENTIONAL
    12. 12. NOW BRANDS CAN HAVE A TWO-WAY CONVERSATION WITH CONSUMERS“…And they bringtheir 130 friendsalong for the ride.Social media is wordof mouth at scale”- Sheryl Sandberg, COO, Facebook
    13. 13. “Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
    14. 14. TODAY1. Fans and friends… now what?2. The Big 3: Facebook, LinkedIn and Twitter3. Building relationships and strategy4. Fitting it into your business and building your business5. Tools for managing it and making the most use of your time
    15. 15. “SO, I HAVE A LOT OF FRIENDS AND FANS… NOW WHAT?”
    16. 16. BE INTENTIONAL
    17. 17. ARE YOU CONNECTING WITH PEOPLE?• Beyond the status update• Are connecting with people intentionally or haphazardly?• Stop the random acts of social media
    18. 18. CONNECTING WITH THE “BIG 3”
    19. 19. FACEBOOK PERSONAL PROFILE• It can’t be all about real estate• Be you, be authentic• Act like you would at a dinner party• Reconnect with Facebook.com/KatieLance friends and colleagues 25
    20. 20. FACEBOOK LISTS: A.K.A.“WEEDING THROUGH THE NOISE”
    21. 21. FACEBOOK LISTS - CREATE 2 LISTS1.Clients https://www.facebook.com/bookmarks/lists2.Potential Clients
    22. 22. ONCE A DAY. EVERY DAY AUTHENTICALLY ENGAGE
    23. 23. FACEBOOK BUSINESS PAGES• Your posts show up in your members newsfeed• People can “like” your page and not have to friend you• Opportunity to showcase Facebook.com/KatieLanceConsulting your expertise in real estate and the community 31
    24. 24. ASK QUESTIONS Are you going to the the holiday event downtown this weekend? Click “LIKE” if you are! QUICK POLL: Have you lived in your house for 5 or more years? What is the #1 thing you love about (your city)?
    25. 25. Facebook.com/remax
    26. 26. 7 THINGS THAT MAKE A BIG DIFFERENCE1. Write on other people’s walls2. Send private messages3. Think long term4. Short and sweet5. Grammar counts. Edit ruthlessly.6. What would get YOU to comment, like or share?7. Post once a day. Consistency!
    27. 27. DO YOU HAVE A CONTENT STRATEGY?
    28. 28. CONTENT GRID National RealLocal Real Estate Local & Community Personal Interests EstateFavorite feature of a Compare home prices School holiday calendar Local sports teamlisting Favorite pizza joint Downtown holidayStory of a past client Economy news dates Best place to get a Favorite coffee houseNeighborhood #1 Local v. National burger Why ___is a great place Favorite wineryNeighborhood #2 Article from state assoc to live Elementary school Coolest place to getNeighborhood #3 Article from NAR boundaries away Story of a relocation Best park for kids orNeighborhood #4 Article from Inman client dogsLocal market stats Article from WSJ Story of giving back Favorite boutiqueHome improvement tips Article from NYTimes Article from Patch.com Family friendly places
    29. 29. IMAGES MAKE A HUGE DIFFERENCE• Images, images, images – your OWN are best• Use your smartphone apps: Instagram, Over, Camera+, Snapseed,
    30. 30. FACEBOOK GROUPS• Users have to be approved to join• Generally, more conversation happens in groups because of privacy• Downside, your posts do not show up in your members TWO GREAT GROUPS TO JOIN: newsfeeds 1. 2. Tech Support Group for Real Estate What Should I Spend My Money On? 41
    31. 31. FACEBOOK GROUPSEXAMPLES:1. “Atlanta Movers and Shakers”: Purpose: to share pre-market listings and buyer needs2. “Moving the Denver”: Purpose: an online exchange for those moving to the Mile High City! – Landlords: Post your available rentals! – Tenants: Find great house or apartment to rent! – Realtors: Promote your new listings here! – Employers: Advertise your new job openings – Job Seekers: Get a job at 5280 feet
    32. 32. WHY DOES THIS WORK?
    33. 33. RELATIONSHIPS ARE BUILT OVER SMALLINTERACTIONS OVER TIME
    34. 34. It’s easy to be the person doingall the talking. The real beauty ofsocial media is listening andnoticing.
    35. 35. BUT WHAT ABOUT LINKEDIN?
    36. 36. LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET IT NETWORK”
    37. 37. LINKEDIN – GIVE TO GET• Reach out to potential and current clients via LinkedIn – as part of the process• It’s where to start in social when reaching out• Other ways to engage: LinkedIn endorsements and testimonials
    38. 38. DON’T BE PASSIVE WITH LINKEDIN• Every potential client you meet, connect with them on LinkedIn (and Twitter)• Easy way to connect and expand your sphere professionally
    39. 39. BUILDING NEW RELATIONSHIPS WITH LINKEDIN• Every new person you meet that COULD be a client – are you connecting with them on LinkedIn?• Are you sending them an email or LinkedIn message saying how great it was to meet or connect with them?• People want to work with busy people (it’s ok to brag – a little!)
    40. 40. WHAT ABOUT TWITTER?
    41. 41. KNOW THE RULES OF THE ROAD• It’s ok to tweet publicly to someone using the @ sign.• Not sure about it being public? Send a DM (Direct Message)• When you start a tweet with someone’s name – the only people who see it are the people that follow you and them!
    42. 42. TWITTER BEST PRACTICES1. If someone tweets you – respond! No tweet left behind!2. Tweet more about others than yourself!3. Don’t over think it
    43. 43. TWITTER• Reach out to potential and current clients via Twitter – as part of the process• Put them into a Client and Potential Client list (can be public or private)• Look at that list daily, authentically engage
    44. 44. WHAT THE HECK IS A HASHTAG?
    45. 45. TODAY’S EVENT HASHTAG #remaxR4
    46. 46. CREATE A “LOCAL NEWS” LIST
    47. 47. THE BEST TOOLS TO HAVE IN YOUR TOOL CHEST
    48. 48. SCHEDULING TWEETSa.k.a. “drip marketing” for Twitter
    49. 49. SCHEDULING FACEBOOKBUSINESS PAGES POSTS
    50. 50. GOOGLE ALERTS• Set up alerts for each neighborhood or community you work• Local schools• Your name
    51. 51. FACEBOOK PAGES APP
    52. 52. HOUZZ
    53. 53. ZITE
    54. 54. INMAN NEWS
    55. 55. GROWING YOUR SOCIAL MEDIA CHANNELS5 Must-Do’s• Suggest people like your page• Add social icons to your site• Email signature• Email – mention in email newsletter• Send out special – give them a reason why
    56. 56. INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS
    57. 57. MAKE SOCIAL PART OFWHAT YOU DO EVERYDAY
    58. 58. YOUR LIFE IS CONTENT!
    59. 59. THE NEW ROUTINE• Meet a new potential client: send them a LinkedIn request• Out on broker tour – see an AMAZING feature, snap a photo; Instagram it!• Close a transaction – take a 1 minute video with your clients (or take a photo with the SOLD sign!)• Go to a real estate conference – CHECK IN on Foursquare or Facebook• What MOVES you personally – your kids, your family, a beautiful sunset? SHARE it. That’s how you connect.• Your LIFE is content
    60. 60. #InmanWebIT’S ALL IN THE DETAILS
    61. 61. LITTLE THINGS THAT MAKE A DIFFERENCE• No tweet left behind• Every notification• Every comment gets acknowledged• Every private message
    62. 62. AUTHENTICITY
    63. 63. DON’T ACT AUTHENIC – BE AUTHENTIC• Don’t filter out negative feedback or negative posts• Authenticity is not just another buzz word• Be real to create trust
    64. 64. TAKE THE ONLINE OFFLINE
    65. 65. TAKING THE ONLINE OFFLINE• It’s amazing how many people don’t connect after an event• Reach out via LinkedIn, Twitter and Facebook• Write notes on business cards – where you met them
    66. 66. IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
    67. 67. CONTACT ME KATIE LANCE @KatieLance Next.Inman.comFacebook.com/KatieLanceConsulting

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