Intro to social media
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  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. WHAT WILL YOU BE USING YOUR SOCIAL MEDIA FOR: THE END RESULT IS ALWAYS TO INCREASE LEADS, BUT THE END RESULT IS BUILDING YOUR BRAND SO THAT WHEN PEOPLE ARE LOOKING FOR AN APARTMENT, THEY THINK OF YOU! Moving on to
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. IF YOU HAVE A VARIETY OF CONTENT THEN YOU WON’T BE BORING. ----- Meeting Notes (2/12/13 15:36) -----we love the woman who started a fitness blogwe love the guy who focused his content around restauanrant reviews - hungrydomain.com
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. ----- Meeting Notes (2/12/13 15:36) -----add some exemplary people - hungrydomainClaudia Saez Fromm
  • HAVE FUN – I promise it will start becoming natural. Comment, Like, and share posts from friends and brands – No one likes it when one person talks the WHOLE time. (Hopefully I’m not boring you right now.) What I mean is that social media is meant for people to interact with each other on our glowboxes. Keep it up!
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. ----- Meeting Notes (2/12/13 15:36) -----facebook - talk about subscribe button a litte sooner in the presentation.
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. You can be the authority on vegan food, townhouses, cycling, the west village. You can be the authority in any world you create. You just have to back it up!----- Meeting Notes (2/12/13 15:36) -----VEGAN FOOD - you're talking about vegan food, if that 10-20% of the time, the feed is open house and here are the restaurants i recommend for you to try in the area, you're creating a voice of authority, and you're unique----- Meeting Notes (2/21/13 11:18) -----add historic relevancy
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  • Set up your party then invite them over
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • Moving on to
  • No one likes the person who does all the talking. The beauty in Social Media is listening and noticing!
  • No one likes the person who does all the talking. The beauty in Social Media is listening and noticing!
  • No one likes the person who does all the talking. The beauty in Social Media is listening and noticing!
  • No one likes the person who does all the talking. The beauty in Social Media is listening and noticing!
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  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
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  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to

Intro to social media Presentation Transcript

  • 1. INTRODUCTION TOSOCIAL MEDIAFOR REAL ESTATEPROFESSIONALS
  • 2. “Regardless of age, regardless of position,regardless of the business we happen to be in,all of us need to understand the importance ofbranding. We are CEOs of our own companies: Me Inc. To be in business today, our most important jobis to be head marketer for the brand called You.” Tom Peters – Fast Company
  • 3. FINDING YOUR VOICE
  • 4. FINDING YOUR VOICE Choose a handful of personal qualities about yourself that you want to be known for. Ask yourself the following questions: • What interests you most? • What will you have fun executing? • What could you be most consistent with? • What do you want to use social media for?
  • 5. FINDING YOUR VOICE Some content you can specialize in: • Home Décor • Sports • Family Life • Fitness • Restaurant Reviews Make sure you don’t try to focus on too many things – it’ll be harder for someone to remember any of it. Make sure you’re honest with yourself – pretending to be something you’re not never works well.
  • 6. FINDING YOUR VOICE Once you find out what your online voice will be, you have to be accountable! Stay in touch! – Create posting calendars for yourself so people can look forward to seeing your posts Stay relevant – post timely articles or photos that are of interest to you Stay Personal – Post photos of you and your family/friends
  • 7. FINDING YOUR VOICEHAVE FUN!Social media may seem like a full time job,but once you get the hang of it, it will besecond nature!•SHARE •We’re not competing! Share friends’ posts •Share news articles by using the share button instead of merely linking.•COMMENT and TAG •Comments make people feel more special than likes. Fact. •Tagging other people in your posts brings your content directly to their attention.
  • 8. PERSONAL VS. PROFESSIONAL Everything on the Internet is public.. Always be thoughtful when publishing your opinions and personal life on the Internet.• Personal : • Always maintain a positive demeanor • Be cautious of the photos you share (risque clothing or behavior)
  • 9. BRIDGING THE GAP BETWEEN YOUR AUDIENCE AND YOU The number one source for real estate listings is referrals Only 14% of consumers trust ads 75 % trust peer recommendations Social media is your opportunity to engage with your clients on a regular basis •Stay top of mind by becoming the authority (the topic is up to you) •Stay in people’s news feeds by posting to facebook 5-7 times a week •Stay consistent on twitter by sharing relevant articles and posting fun and exciting updates more frequently As long as you stay top of mind, they will remember to refer you to friends and connect with you when the opportunity arises.
  • 10. WHY FACEBOOK?
  • 11. Facebook is the largest social media platform andhas 1 billion users as of October 2012. Facebook wascreated with the intention for users to be able toconnect to friends and family by liking pages. Userscan tag their location in status posts, uploadphotos or video to their profiles or load them intoalbums. • Facebook captures 1 in every 11 internet visits in the US • The average visit to Facebook is 20 minutes • 20% of users earn over $100k per year
  • 12. Leverage your personal relationships on social mediaUse your Personal Facebook profile • Allow people to Follow your public updates • Don’t be afraid to send a friend request to a client with whom you have a good rapport
  • 13. Anatomy of Facebook Main Page:Newsfeed
  • 14. Anatomy of Facebook Main Page:Navigation
  • 15. Anatomy of Facebook Main Page:Friend Lists
  • 16. Anatomy of FacebookMain Page: Ads
  • 17. Anatomy of Facebook Main Page:The Ticker: Content in Real Time live stories like status updates, friendships, photos, videos, links, likes and comments. These updates expand and allow you to Like, Comment and Share directly from the Ticker.
  • 18. Anatomy of Facebook TIMELINECOVER PHOTOTimeline Year
  • 19. Anatomy of Facebook TIMELINECOVER PHOTOTimeline Year
  • 20. EXAMPLES
  • 21. • Diverse posting strategySteve Goldschmidt • Shares family stories • Shares Real estate content organically without pushing a sale message
  • 22. • Diverse posting strategyMichael Meier • Shares family stories • Shares Real estate content organically without pushing a sale message
  • 23. Setting up your profile
  • 24. Setting up your Profile
  • 25. Setting up your Profile
  • 26. Creating a Post
  • 27. Status Update
  • 28. Tagging People, Pages and Places
  • 29. Privacy Settings
  • 30. Setting up your privacy settings • Privacy Shortcuts • Privacy Settings in the Gear
  • 31. Post Privacy Settings Defaults
  • 32. Post Privacy on Posting BasisYou can change who seesyour posts on eachindividual update youmake Combine or exclude networks, lists, and people with the custom option.
  • 33. Test your settingsUse the View As functionalityto see your Facebook throughthe eyes of your friends
  • 34. Action ItemsEnable the Follow feature: • Click in the top-right of your screen • Select Account Settings • Click Followers on the left side • Check the box next to Allow Followers*Followers will see posts made to your Public audience
  • 35. Action ItemsStart listing your friends:• Click the Home link (along the top-right of every Facebook page)• Find the list you want to edit in the left column, or click the More link next to Friends• Select the list you want to edit or click Create a List
  • 36. Action ItemsStart listing your friends:• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right
  • 37. Action ItemsEnable email and Mobile Notifications • Real Estate can be a fast moving industry, don’t slack with your replies to clients and friends on Social Media • Periodically check your feed and comment on your friends/clients posts
  • 38. Facebook Recap:Use Your Personal Profile• (Exceptions for those who already have large followings on their business page. )Enable the Follow FeatureBegin Grouping your friendsToday: Post a photo of you and your family/friends inNYC
  • 39. TWITTER
  • 40. Why Twitter?Twitter is an invaluable tool when trying to createone’s brand.It allows for direct and constant communication withcurrent clients, potential clients, and millions ofinformed individuals•360 Million users•25% earn over $100k per year•51% have a college degreeBuilding audiences:•69% rely on friends suggestions for followers
  • 41. TWITTER BuzzwordsHandle-A user’s handle is the username they’ve selected and theaccompanying URL, like http://www.twitter.com/townresidentialListsCurated groups of other Twiitterusers. Used to tie specific individualson a groupMentionsMention another user in your Tweetby including the @ sign followeddirectly by their username is called a“mention”
  • 42. TWITTER BuzzwordsRetweet-When someone reposts a tweet. This will incorporate both theoriginal handle and yours on your twitter feed.
  • 43. TWITTER BuzzwordsHashtag-Using the # symbol before a phrase will create a link Benefits to using hashtags: • Categorizes tweets and conversations • Helps to show topics more easily in Twitter Search • Clicking on Hashtagged words shows you all the other tweets marked with that hashtag
  • 44. Profile: • Describe yourself and your job in your “About Me” • Link it to your TOWN page by using a link shortener • Add TOWN’s handle @townresidential and mention TOWN in your bio • Use your TOWN headshot
  • 45. Anatomy of Twitter Feed
  • 46. Anatomy of TwitterFollowersuggestions
  • 47. Anatomy of TwitterThe Discover tab shows you content you might be interested infollowing based on your connections, location and recent trendingtopics. All content in the Discover tab defaults to Tweets.
  • 48. Anatomy of TwitterPROFILE:This is a general overview of your account including yourTweets, photos, following count, and bio. You cancustomize your profile by clicking on the gear in the righthand corner.
  • 49. Anatomy of TwitterThe interactions/mentions section contains all Tweets that mention yourusername so you can easily keep track of conversations people arehaving with you or about you.
  • 50. CREATING YOUR PROFILE
  • 51. 1. Navigate to http://twitter.com and fill out the sign up form.2. Enter your full name, email and password.3. Click sign up for Twitter 4. You’ll be taken to another screen to select a username. When selecting a username try to make it the same name as your Instagram handle if applicable. Usernames must be fewer than 15 characters. Since usernames take up characters in retweets having a shorter name 7-10 characters is preferable.
  • 52. PROFILE:Upload a profile picture, header and background to displayyour personality.
  • 53. Content Mix:10% Links to your own listings on Townrealestate.com10% Talk Real Estate Business20% Link to other RE content (News, Press, other interests)40% The remaining 40% should consist of personal interaction, small talk, commenting and networking
  • 54. What to Tweet:• Share content from Around TOWN emails, the corporate Facebook Page and YouTube• Share your listings, but focus on one interesting aspect• Tweet How-To’s. YouTube and design blogs have great articles about DIY, Home Décor, and even recipes• Geographic info – become the go-to in your neighborhood• Ask questions. Ask for opinions.• Share photos• Be Funny/friendly/inspirational – Share great quotes using #qotd (quote of the day)• Try to use a hashtag in every Tweet to increase your virality, tag other businesses in your Tweets instead of using names
  • 55. SearchUse the search functionality to find new followers and potentialclients • “Moving to NYC” • Relocating NYC • NYC News • West Village News, East Village, etc.
  • 56. SearchUse the search functionality to find new followers and potentialclients • “Moving to NYC” • Relocating NYC • NYC News • West Village News, East Village, etc.
  • 57. Grow your following• Follow people that want to follow you (people talking about your topic)• @reply even people who don’t follow you• Interact with influencers• Add yourself to twitter directories like www.wefollow.com, www.twello.com
  • 58. Create and Subscribe to Lists• Industry Peers and professionals• Experts (RE, Social Media, Marketing, etc.)• Client List (private)• Local Competition (private)
  • 59. Use #TownLoves Hashtag• Use the hashtag #TownLoves[neighborhood] in 5 Tweets
  • 60. Action Items• Follow 5 real estate reporters or editors • Jason Shefftell, NY Daily News @NYDNRealEstate • Lauren Schuker Blum, WSJ @laurensblum • Candace Jackson, WSJ @candace_jackson • Michelle Higgins, NYTimes @michellehiggins • Vivian Toy, NYTimes @VivianSToy • Matt Chaban, Crains @MC_NYC • Kathy Clarke, The Real Deal @KathyClarkeNYC
  • 61. Rosemary Abdelshahid 212.355.9090 x 224 rosemary@nylmedia.com Ross Anderson 212.355.9090 x 222 randerson@nylmedia.comhttp://www.slideshare.net/larosamaria0/