The Secret Power of Social Media Success 7-25-2011


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The Secret Power of Social Media Success for Real Estate Agents and Brokers. Learn how content marketing supercharged by Social media can help your Real Estate Business Grow! Learn about the long tailed search versus obvious search terms and why this can help a more qualified client find you!

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  • We are talking to you about this because as a local media company we are always researching changes to the landscape and new ways to help our customers. This past summer, NCI embarked on a major campaign to train and familiarize our teams, us, with social media marketing and tools. The company realized that magazine readers and advertisers were using these new technologies to interact around home and design issues. In a relatively short period of time, NCI’s Home design brands were able to expand the pool of readers, subscribers and advertisers they were interacting with……….we also realized there were significant time, technology and resource hurdles to overcome. Thus came the idea for Design Sherpa……a turnkey program designed to take the risk and complexity out of social media marketing………. A direct result of our experience
  • It’s happening all around us --- most importantly, your customers are increasingly using these technologies to learn about home design issues and to interact directly with others: like-minded consumers, as well as suppliers of products and services. The growth in these social media platforms is coming from the same demographics as your target affluent customers.
  • It’s happening all around us --- most importantly, your customers are increasingly using these technologies to learn about home design issues and to interact directly with others: like-minded consumers, as well as suppliers of products and services. The growth in these social media platforms is coming from the same demographics as your target affluent customers.
  • We established an Apartment Finder blog with interesting articles and industry-related information; we created an Apartment Finder Twitter account into which we stream much of this information and; and we encourage our employees to participate in their own individual and market Facebook pages and Twitter conversations.
  • A Custom……….Turnkey……..Internet marekting tool
  • What Design Sherpa is……….at it’s essence, is a simple and powerful way for your company to take advantage of social medial tools to build your business. To do this right takes a lot of time: to prepare content, to learn tools, to administer…………Design Sherpa gives you a shortcut and saves your time
  • Walk through this diagram carefully…..especially noting the role of the Design Sherpa account manager……..stress FRESH, FREQUENT flow of content…something very time consuming and difficult for most companies to contemplate. It is what is required for results. CONTENT IS CUSTOMIZED BASED ON OUR INTERVIEW OF YOU….re: relevant content, etc. We believe in content marketing, and house all the content at the blog level. We share from there. The blog can also share stuff from their website and drive traffic from there. We are always measuring engagement levels and tweaking content approach for each sherpa client to drive maximum engagement. Also, the sherpa coordinator will help in selecting functionality and design for the blog, and will lead the set up and lead the recruitment process for FB, Twitter, and Blog. They will answer all your questions about URLs, ecommerce, publishing schedules, any involvement you want, etc. We recommend some involvement to insure that your personality comes through but making sure the program is not heavily reliant on your time commitment.
  • The core product……..through which all content flows --- is a blog that you can customize to communicate the feel of your business. These are prototype samples Content can be soley done by us or the customer can blog away also. We provide full access. Totally customized categories and content. We rely on the client for feeding us some photos and post elements and we do the rest. We recommend they engage around comments and responses to inject their personalities.
  • Summary of what it is and what you get. Pricing should be shown as part of the 4-page brochure.
  • The Secret Power of Social Media Success 7-25-2011

    1. 1. The Hidden Power of Social Media: Increase Google Rank Grow Web Traffic Build Community and Engagement Drive Leads and Referrals Keith Sauro National Sales Director Digital Sherpa
    2. 2. We Are Driven to Help Our Clients on the Social Web Based on Our Own Results Our magazines increased unique website visitors by 23% in two months by regularly sharing content and aggressively building our social networks Lesson’s learned: 1) It’s powerful 2) It is time consuming 3) It creates results
    3. 3. First, some definitions <ul><ul><li>Unique Visits – # of unduplicated (counted only once) visitors to your website </li></ul></ul><ul><ul><li>Pageview – A pageview is an instance of a page being loaded by a browser </li></ul></ul><ul><ul><li>AVG Time on Site – the total time on site for all visits divided by the total number of visits </li></ul></ul><ul><ul><li>Organic – visits sourced from unpaid search results (i.e. Google) </li></ul></ul><ul><ul><li>Google Juice – the mysterious quality that causes pages to come up high and/or often in a Google search. (We use this as a generic term applicable to all search engines, not just Google.) </li></ul></ul><ul><ul><li>Other Definitions That Are good to know: </li></ul></ul><ul><ul><li>Google Analytics – shows you how people found your site & how they explored it </li></ul></ul><ul><ul><li>Page – a document/file you view in a web browser (i.e. Home, About Us, a blog post, Category, etc.) </li></ul></ul><ul><ul><li>Site or Website - a collection of pages with a common URL </li></ul></ul><ul><ul><li>Referring Site – the page a visitor was previously on before arriving on the current page </li></ul></ul><ul><ul><li>Keyword – a word or group of words that compromise a search term (i.e. what you type into Google) </li></ul></ul><ul><ul><li>Landing Page – the first page a viewer sees when visiting a website </li></ul></ul><ul><ul><li>Visits – # of individual sessions initiated by all the visitors to your site </li></ul></ul><ul><ul><li>Direct – visits sourced from typing in URL, bookmarks or some email clients (i.e. Outlook) </li></ul></ul>
    4. 4. The Social Web
    5. 5. Search Research Shop Discover More than half the time, people click on one of the first things that they see…
    6. 6. The Social Web
    7. 8. Social Media explosion   “ 44% of Internet users will visit a social network monthly in 2009”   “ 85% of social media users thought companies should interact with their consumers through social media”    “ Nearly 6 out of 10 Americans who use social media interact with companies on social media sites” “ The fastest growing segment of social media users is people between the ages of 35 and 55 years old.”
    8. 9. Pingdom Study Reflects Change in Social Network Demographics Average Facebo ok user: 44 Years-old
    9. 10. Social Web Value Has Increased! NEW THIRD PARTY ENDORSED SEARCH! From people you trust… YOUR FRIENDS!
    10. 11. Bing and Facebook Question? Ask Your Wife, Ask Your Friends, Ask Your Search Engine
    11. 12. Google +1: Responds by Putting Networks & Connections to Work
    12. 13. There are two paths to Social Media Marketing: <ul><ul><li>1.) Content Marketing: </li></ul></ul><ul><ul><ul><li>Content marketing  is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. </li></ul></ul></ul><ul><ul><li>2.) Social Networking: </li></ul></ul><ul><ul><ul><li>A  social network  is a social structure made up of individuals (or organizations), which are connected by one or more specific types of interdependency, such as friendship, kinship, common interest, etc… </li></ul></ul></ul><ul><li>THIS IS WHERE PEOPLE MISS THE BOAT…. </li></ul>
    13. 14. How Does Content Marketing Work? <ul><li>Let’s go look at a blog with a Social Media Interface </li></ul>
    14. 15. 5 Content Marketing Facts <ul><li>Creating fresh, frequent, unique web content is a powerful strategy for driving organic and direct web traffic </li></ul><ul><li>Blogs’ intuitive content management systems make it feasible to populate the web with fresh content…REGULARLY </li></ul><ul><li>Blogs are search engine friendly -presenting neatly organized content for indexing (tags, links, categories, etc.) and returning relevant content </li></ul><ul><li>Well executed blogging will share earned SEO benefits with a related web site </li></ul><ul><li>Web content distributed on social platforms (Twitter and Facebook) exaggerates organic and direct traffic results </li></ul>
    15. 16. Dispelling Web Marketing Myth #1 <ul><li>“ I have to rank very high for a popular query to get lots of traffic ” </li></ul><ul><li>For example, aiming for #1 on Apartments Cupertino, CA </li></ul><ul><li>Too much competition from sites with content volume </li></ul><ul><li>Apartments Cupertino is only a small slice of the Apartment search pie </li></ul><ul><li>It is also not the traffic you want - will not result in meaningful conversion unless you have the world’s best general resource for Apartments Cupertino, CA </li></ul><ul><li>Put yourself in the shoes of the searcher…..the search engines will </li></ul>
    16. 17. <ul><li>Popular Queries: Too General and Competitive for Local Communities </li></ul>A search for “ apartments Cupertino ” returns mostly ILS, and ratings sites
    17. 18. <ul><li>Long Tail Local Strateg </li></ul>A search for “apartments cupertino theater ” returns apartment community content
    18. 20. <ul><li>An integrated marketing plan provides you with the best opportunity to reach all prospective renters </li></ul><ul><li>Social media marketing allows you to connect with your renters and prospects directly </li></ul><ul><ul><ul><ul><li>Some renters and prospects prefer to use ILS when searching </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Some prefer to use Google or Social Networks </li></ul></ul></ul></ul><ul><ul><ul><ul><li>You want to be everywhere your renters and prospects are </li></ul></ul></ul></ul>Why Social Media Marketing?
    19. 21. Grasping Long Tail: “ Most Important Web Page” Source: Doug Cook Search Director Twitter, Yahoo, Able Grape
    20. 22. Specificity of Long Tail Source: Doug Cook Search Director Twitter, Yahoo, Able Grape in
    21. 23. Creativity of Long Tail Source: Doug Cook Search Director Twitter, Yahoo, Able Grape Large room apartments fitness center midtown Atlanta Spacious Apartments midtown amenities Atlanta
    22. 26. Dispelling Web Marketing Myth #2 <ul><li>“ More Traffic Is Better” </li></ul><ul><li>Let’s take two fictitious examples </li></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>1000 search visits/day </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>10,000 search visits/day </li></ul></ul></ul>
    23. 27. Web Marketing Myth #2: Interactions Spell Success <ul><li>Let’s say is user focused </li></ul><ul><ul><li>35% meaningful interactions (conversions)/day </li></ul></ul><ul><li>And AtlantaApartmentSpam is traffic focused </li></ul><ul><ul><li>2% meaningful interactions (conversions)/day </li></ul></ul><ul><li>Then NiftyAtlantaApartments is more successful </li></ul><ul><ul><li>More users (350 vs. 200) engaged each day </li></ul></ul><ul><ul><li>More likely to have repeat users and grow search traffic </li></ul></ul><ul><li>AtlantaApartmentSpam is: </li></ul><ul><ul><li>tarnishing their brand </li></ul></ul><ul><ul><li>creating hazard of losing their search traffic </li></ul></ul>
    24. 28. Evidence That Content Marketing Works to Drive Web Traffic
    25. 29. <ul><li> traffic increases from 1.3M to 2.0M visits per month during the year following our blog launch and social content marketing campaign </li></ul><ul><li>Our social marketing activities drove a 54% total increase in monthly visitors without additional SEM investment </li></ul>
    26. 30. <ul><li>Keyword traffic increases by 40% from 570K to 800K monthly visitors following social campaign launch </li></ul><ul><li>258K different searches drive 6.7M visits…..increased content and keyword creation works to drive organic traffic </li></ul>
    27. 31. Social Content Sharing Radically Changes Consumer Web Habits Dramatic Rise from 2007 to 2009 Continued growth in 2010
    28. 32. Web site Facebook Twitter Other Soc. Id’s Blog
    29. 39. Found in large search stream…..
    30. 40. <ul><li>Benefits from long tail searches </li></ul><ul><li>Trusted site/blog </li></ul><ul><li>Consistent topics </li></ul><ul><li>Keywords and language matter </li></ul>
    31. 46. Audience building for “Web Only” brand with nothing to sell but free content
    32. 47. Content Marketed Across Social Platforms
    33. 50. Bainbridge Social Media Footprint
    34. 51. “ Now that the blogs have been live for some time, we are seeing stronger organic placement and overall web traffic monthly. The growth is building each month.” - Jared Miller, VP of Marketing <ul><li>Since launching in late 2009, every property has experienced an increase in organic, non-paid traffic to their web sites </li></ul><ul><li>10 properties have realized an increase in organic traffic of more than 70%, and four of these have seen more than 100% </li></ul><ul><li>As a result, Bainbridge has been able to eliminate over $100,000 of annual online marketing spend in paid search advertising </li></ul>
    35. 53. A custom, turnkey Internet marketing tool for small to medium size businesses
    36. 55. For a low monthly fee, Digital Sherpa will develop and execute a complete social media program for a new kind of Internet marketing presence. We eliminate the risk, time expenditure, and complexity of using these tools. Digital Sherpa is a system It saves you time, and gets results <ul><li>Success requires a full system / multiple tools </li></ul><ul><li>Regular content sharing is essential </li></ul>
    37. 56. How does it work?
    38. 57. There are 5 Great Reasons to Use <ul><ul><li>Attract online traffic </li></ul></ul><ul><ul><li>Find new customers </li></ul></ul><ul><ul><li>Content creation </li></ul></ul><ul><ul><li>Generate leads </li></ul></ul><ul><ul><li>Social media presence </li></ul></ul>= ROI
    39. 58. Oh, and One More Important Reason! <ul><ul><li>Attract online traffic </li></ul></ul><ul><ul><li>Find new customers </li></ul></ul><ul><ul><li>Content creation </li></ul></ul><ul><ul><li>Generate leads </li></ul></ul><ul><ul><li>Social media presence </li></ul></ul><ul><ul><li>SAVES YOU TIME! </li></ul></ul>= ROI
    40. 59. Do It All Program <ul><li>FOR A LOW MONTHLY FEE of $395 for 13 months: </li></ul><ul><li>A Custom Designed Blog- Custom Header, Categories, Photo gallery </li></ul><ul><li>Facebook “Like Page” </li></ul><ul><li>Twitter Feed </li></ul><ul><li>8 ORIGINAL posts a month: Participate as much as you like </li></ul><ul><li>Posts auto-populate to FB and Twitter </li></ul><ul><li>E-commerce functionality </li></ul><ul><li>Blog Comment Monitoring </li></ul><ul><li>Email list building and lead capture </li></ul><ul><li>Your Own Account Manager </li></ul><ul><li>LOTS OF EXPERIENCED PEOPLE THAT KNOW HOW TO CREATE CONTENT THAT GOOGLE LIKES! </li></ul><ul><li>THERE ARE NO SET UP FEES OR HIDDEN COSTS </li></ul>
    41. 60. Summary <ul><li>What it is </li></ul><ul><li>Turnkey social media marketing solution </li></ul><ul><li>Low monthly fee </li></ul><ul><li>Simple, powerful, customizable </li></ul><ul><li>Dedicated account manager coordinates whole program with you </li></ul><ul><li>[email_address] or 913-908-2393 </li></ul><ul><li> or </li></ul><ul><li>Benefits for your company </li></ul><ul><li>Higher search engine visibility </li></ul><ul><li>More web traffic </li></ul><ul><li>More leads </li></ul><ul><li>Increased word-of-mouth / More referrals </li></ul><ul><li>More sales </li></ul><ul><li>Copy of this presentation at: </li></ul><ul><li> </li></ul>