Social Media Training - Utah Association of Realtors Convention 2013

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This was a 2 hour class I ran at the UAR Convention - teaching content strategy, relationship building and social media strategy for real estate professionals. For more info, please visit me at …

This was a 2 hour class I ran at the UAR Convention - teaching content strategy, relationship building and social media strategy for real estate professionals. For more info, please visit me at www.katielance.com or http://facebook.com/katielanceconsulting

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  • Also address fears – personal, super persona and professionalUse your time wiselyAddress ettiquette

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  • 1. MAXIMIZING YOUR SOCIAL MEDIA STRATEGY Utah Association of REALTORS® Convention 2013 Presented by: Katie Lance, CEO/Owner, Katie Lance Consulting @katielance
  • 2. x JUST BECAUSE YOU AREN’T THERE – DOESN’T MEAN THE CONVERSATION ISN’T HAPPENING!
  • 3. NOW BRANDS CAN HAVE A TWO-WAY CONVERSATION WITH CONSUMERS “…And they bring 130 of their friends along for the ride. Social media is word of mouth at scale.” – Sheryl Sandberg, COO, Facebook
  • 4. “Social media is no longer a passing trend as we enter the fully fledged social media age this year”
  • 5. MARKETING USED TO BE ONE DIMENTIONAL
  • 6. GOING BACK TO SMALL TOWN VALUES
  • 7. WHERE EVERYBODY KNOWS YOUR NAME
  • 8. REMEMBER..
  • 9. TODAY… 1. The big picture 2. The big 3: Facebook, Twitter and LinkedIn 3. Putting in all together 4. Content strategy 5. Where does Instagram fit it? Pinterest? YouTube? G+? 6. Tools to manage your social networks
  • 10. THE BIG PICTURE
  • 11. IT’S LESS ABOUT YOU… MORE ABOUT THEM
  • 12. ARE YOU CONNECTING WITH PEOPLE? • Beyond the status update • Are connecting with people intentionally or haphazardly? • Stop the random acts of social media
  • 13. WHERE TO START? 1. Start with your ‘why’ 2. What do you want to accomplish? 3. Strategy – how can it be integrated into your marketing plan?
  • 14. LINKEDIN SHOULD NOT BE THE “SET IT AND FORGET IT NETWORK”
  • 15. • Every potential client you meet, connect with them on LinkedIn • Easy way to connect and expand your sphere professionally IT’S WHERE TO START IN SOCIAL
  • 16. 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?
  • 17. KEY ELEMENTS - LINKEDIN 1. Profile 2. Experience –Expertise –Current position –Cities you serve 3. Photo 4. Recommendations 5. Key words – key areas and expertise 6. Contact information
  • 18. LINKEDIN ENDORSEMENTS AND RECOMMENDATIONS
  • 19. LINKEDIN ENDORSEMENTS AND RECOMMENDATIONS
  • 20. HOW TO LEVERAGE…
  • 21. I’M REALLY GLAD FACEBOOK DID NOT EXIST WHEN I WAS 15
  • 22. FACEBOOK – 3 KEY AREAS 1.Personal profiles 2.Business pages 3.Groups
  • 23. 2 TYPES OF FACEBOOK PAGES: PERSONAL AND BUSINESS PERSONAL PAGES: Pro/Con 1. Friends, family and clients on there 2. Opportunity to build relationships 3. Share more than just business BUSINESS PAGES: Pro/Con 1. Business only 2. Challenging to keep up with unless you post daily 3. Takes time to grow an audience
  • 24. • The reason why social media “works” is the personal part of it • People work with you because of YOU
  • 25. IT’S NOT BLACK AND WHITE WHO YOU ARE – IS YOUR BRAND!
  • 26. WHY DO PEOPLE CONNECT? • People connect with you when you share who you are beyond business • People connect with you when you validate their: family, travels, passions
  • 27. FAMILY AND PASSIONS
  • 28. THIS VS. THIS • It’s not what you say, it’s how you say it and it’s how you SHARE on Facebook that matters. • Your words and how you say things – matters!
  • 29. HOW CAN YOU USE YOUR PERSONAL PROFILE IN A MEANINGFUL WAY?
  • 30. AND… TO BUILD RELATIONSHIPS WITH PAST CLIENTS, CURRENT CLIENTS AND REFERRALS?
  • 31. BE A STORYTELLER
  • 32. CELEBRATE MOMENTS (PSST… TAG YOUR CLIENT!)
  • 33. https://www.facebook.com/about/graphsearch PROSPECTING
  • 34. PROSPECTING • Friends of friends • Who are your friends are connected to? • Ask for an interaction
  • 35. SURPRISE AND DELIGHT PEOPLE
  • 36. SURPRISE AND DELIGHT PEOPLE
  • 37. SURPRISE AND DELIGHT PEOPLE
  • 38. FACEBOOK LISTS: A.K.A. “WEEDING THROUGH THE NOISE”
  • 39. FACEBOOK LISTS - CREATE 2 LISTS 1.Clients 2.Potential Clients https://www.facebook.com/bookmarks/lists
  • 40. ONCE A DAY. EVERY DAY AUTHENTICALLY ENGAGE
  • 41. RELATIONSHIPS ARE BUILT OVER SMALL INTERACTIONS OVER TIME
  • 42. 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 your expertise in real estate and the community 51
  • 43. WHAT’S THE END GOAL? • It’s not about selling the house – it’s about building the relationship!
  • 44. THE SECRETS NO ONE TELLS YOU ABOUT FACEBOOK POSTING • Little things make a HUGE difference! WRONG RIGHT
  • 45. • Timing is everything! • In a perfect world, some of the best times to post: 7-8am, lunchtime, 9pm • Once a day is the magic number • Always at least 3 hours apart • Tag, tag, tag THE SECRETS NO ONE TELLS YOU ABOUT FACEBOOK POSTING
  • 46. YOUR PHOTOS, UPDATES AND COMMENTS WILL SPREAD LIKE WILDFIRE – WHEN YOU TAG!
  • 47. • Photo post to Connect Facebook Group – without tagging would have reached about 5K fans • 13 people in the photos – all tagged – combined have a social reach of more than 26,000 friends! HERE IS HOW IT WORKS…
  • 48. BRINGING PEOPLE BACK TO A CONVERSATION
  • 49. DO YOU HAVE A CONTENT STRATEGY?
  • 50. It’s not just that content is king, but CONTEXT is KING!
  • 51. Without a strategy, you are just throwing something against the wall and seeing if it sticks
  • 52. SOLUTION: CREATE A CONTENT GRID •Never again will you say, “what should I post today? •Create 30 days of content at once
  • 53. Local Real Estate National Real Estate Local & Community Personal Interests Favorite feature of a listing Compare home prices School holiday calendar Local sports team Story of a past client Economy news – MSNrealestate.com Downtown holiday dates Favorite pizza joint Neighborhood #1 Local. V. National Best place to get a burger Favorite coffee house Neighborhood #2 Article from the WSJ Why (city) is a great place to live Favorite winery Neighborhood #3 Article from Inman News Elementary school boundaries Coolest place to get away Neighborhood #4 Article from Fortune Story of a relocation client Best park for kids or dogs Local market stats Article from Forbes Story of giving back Favorite boutique Home improvement tips Article from the NYTimes Article link from local community blog Family friendly places CONTENT GRID
  • 54. 5 WAYS TO CREATE A CONTENT GRID 1. Google docs (spreadsheet) – sharable 2. Evernote 3. Google or Outlook calendar 4. Excel spreadsheet 5. Pen and paper!
  • 55. 3 CONTENT GRID MUST- HAVES 1. Your buckets content – what types of content are relevant to your business (your brand) 2. Topic ideas – the more the merrier –What questions are you always answering? 3. List of go-to sources
  • 56. EVERY HOME HAS A STORY BEFORE
  • 57. AFTER EVERY HOME HAS A STORY
  • 58. PICMONKEY PicMonkey.com
  • 59. 1. Increase saturation 50% 2. Added border 3. Add quote 4. Added my web address 5. Save!PicMonkey.com PICMONKEY
  • 60. VIDEO APPS
  • 61. LEVERAGING CONTENT FROM OTHER SOURCES
  • 62. THE KEY TO THE CONTENT GRID “”WORKING”… …. Is being a great content curator!
  • 63. GREAT GO-TO SOURCES FOR LOCAL CONTENT 1. Your local downtown association 2. Chamber of Commerce website 3. Patch.com (great local content) 4. Local blogs and sites (i.e. 7x7 for San Francisco) 5. School district sites (key dates)
  • 64. GOOGLE ALERTS • Set up alerts for each neighborhood or community you work • Local schools • Your name
  • 65. 80 WHAT HAPPENS AFTER YOU POST? • Are you promoting your post, photo or video on Twitter? • Did you know… every post on Facebook has a unique link? • Are you checking back to respond to comments? Don’t post & run!
  • 66. FACEBOOK ADS
  • 67. 1. Start small: 5-7 days, $10/day 2. Try a variety of ads 3. Measure, rinse and repeat! NOTE: Only works for business pages TYPES OF FACEBOOK ADS
  • 68. 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 newsfeeds TWO GREAT GROUPS TO JOIN: 1. Tech Support Group for Real Estate 2. What Should I Spend My Money On?
  • 69. FACEBOOK GROUPS Are you in any agent referral groups on Facebook?
  • 70. TWITTER • Reach out to potential and current clients via Twitter • Put them into a Client and Potential Client list • Look at that list daily, authentically engage
  • 71. #NoTweetLeftBehind TWITTER
  • 72. SHORT AND SWEET
  • 73. ADVANCED SEARCH ON TWITTER (A.K.A. “FARMING ON TWITTER”) https://twitter.com/search-advanced
  • 74. CURATING CONTENT ON TWITTER
  • 75. CREATE A “LOCAL NEWS” LIST
  • 76. 5 BEST TWITTER PRACTICES 1. Start following people and posting daily. 2. Go to Twellow or We Follow to find Twitter users in your demographic. 3. Mix your website links and content in with posts about culture, re-tweets of posts from people in your industry and educational content. 4. Think of your tweet as your article headline 5. Remember, it’s not a one-way street
  • 77. WHY GOOGLE+ 1. Help clients and referrals find your business faster and easier 2. Visibility 3. It’s indexed by Google
  • 78. WHY GOOGLE+
  • 79. #BestSM
  • 80. GOOGLE+ GETTING STARTED 1. Complete your profile 2. Post once a day 3. Join communities and participate – https://plus.google.com/communities/rec ommended 4. Hangouts – Private or public 5. Share content – Trending topics: https://plus.google.com/explore
  • 81. GOOGLE LOCAL Google Local tied to Google Maps – reviews
  • 82. GOOGLE LOCAL • 5-point scoring system, shows activity from your circles • Set up your account correctly: “Your Name, (COMPANY NAME) Realtors”
  • 83. YOUTUBE • 2nd largest search engine • Titles and descriptions are key! • 2-3 minutes max (ideal is 1 minute)
  • 84. YOUTUBE What types of videos are successful on YouTube? 1. Community videos – Focus on 3 key parts of the community (i.e. parks, schools, restaurants) 2. Testimonial videos – Past clients – Who are they, what were they looking for, how did you solve a problem for them, would they recommend you? 3. “Sneak peek” videos – Not the complete virtual tour – Focus on 3 key areas on the home or neighborhood
  • 85. VIDEO TIPS 1. No one likes how they sound on video  – Be organized – not scripted 2. Shoot horizontally if you use your smartphone 3. Don’t use your smartphone for your video tours (leave those to a pro!) 4. Beginning, middle and end 5. Call to action at the end – what do you want them to do?
  • 86. Install the “Pin It” button to your browser pinterest.com/about/goodi es/
  • 87. WHAT DOES IT “FEEL” LIKE TO LIVE IN… (CITY)
  • 88. INSTAGRAM
  • 89. BENEFITS OF A SMALLER PLATFORM • Easier to connect on a smaller platform • It’s its own network • Connecting with others over photos – personal & emotional
  • 90. PHOTOS - #1 TYPE OF CONTENT BEING SHARED Thinking beyond the listing photo • Community • Neighborhood • Views • Downtown • Coffee House • Pizza Place • Happy Clients • Buildings • Doors • Windows • Gardens
  • 91. INSTAGRAM • Use your images to tell a story • Don’t always post to every social profile you have. Instagram allows you to synchronize other social profiles. • Start a photo series.
  • 92. INSTAGRAM – USING ON MULTIPLE PLATFORMS
  • 93. THE BEST TOOLS TO HAVE IN YOUR TOOL CHEST
  • 94. SCHEDULING TWEETS
  • 95. SCHEDULING FACEBOOK BUSINESS PAGES POSTS
  • 96. FACEBOOK PAGES APP
  • 97. PUTTING IT ALL TOGETHER
  • 98. PUBLISHING ACROSS MULTIPLE CHANNELS • Look for content that can apply to multiple channels • Look for content that is relevant, fun, interesting • Be consistent
  • 99. GROWING YOUR SOCIAL MEDIA CHANNELS 5 Must-Do’s 1. Suggest people like your page 2. Use “find friends tools” to connect with people you already have a connection with 3. Add social icons to your site 4. Add to email signature 5. Email – mention in email newsletter
  • 100. MAKE SOCIAL PART OF WHAT YOU DO EVERYDAY
  • 101. YOUR LIFE IS CONTENT!
  • 102. IN CLOSING… 1. Don’t be all things to all people 2. Pick the platforms that seem most like YOU 3. Take the time to put together a strategy 4. Have fun! 5. JUST DO IT!
  • 103. KEEP IN TOUCH KATIE LANCE @katielance • Facebook.com/KatieL anceConsulting • Post a comment on my FB page for a copy of today’s slides