Using social media effectively in the property industry

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  • We provide Social media training and online marketing consutlancy throughout the UK – we have some Very special offers on our courses so please visit our stand for FREE things like Social media template and FREE SEO review of your website plus some very special offers on our courses
  • My background, worked in marketing & PR 10 years plusWorked on website projects and always hindered by technical babble & lack of understanding – so through ‘learning on the job’ and working in a live environment gained a full understand.SocialB are social media and online marketing experts providing social media training around the UK and inhouse, marketing and consultancy. clients local and also large national and global brands. Provide strategy, training and implementation on all levels of SEO and SM Muller, Boots, Dunelm, Emirates, Gatwick Heathrow, Manchester College, O2,
  • 62M UK populationAbout 73 percent of UK Internet users interact on social media platforms, a new study showing the impact of social networks has revealed. 37.4 million UK adults use Facebook regularly* 32.1 million UK adults use YouTube regularly* 34 million UK adults on Twitter - 25-34, 35-44 and 45-54 * 11 million UK adults on LinkedInA study conducted by marketing research firm InSites Consulting, around 73 percent of British Internet users are on social networking platforms like Facebook and Twitter. This is slightly lower than the Europe-wide average of 74 percent.We Brits are now watching more than five and a half million online videos a month compared with four million last year.
  • Don’t get stuck in the trap of thinking this all young people and that your business is too important to be on these platforms – you are sticking your head in the sand. Social media is here to stay avoid only at your own risk
  • Never under estimate the power of listening
  • Anything free is a great enticement for people to use it – most SM networks are freeFrom a business point of view doesn’t matter if you are Nike or a small business in Norwich – you all have the same platforms to play on to gain business!Traditional communications were brand-led – organisations ‘owned’ their brandsNew communications are word-of-mouth led. Social media gives more power to people. Today, people own the brand. The brand is what people perceive it to be, and now, say it is.The explosion of social media also means that your sources of information are fragmenting. Instead of a few TV channels, radio stations or newspapers, you now have access to thousands of blogs, social networks and so on.They are passionate enough to create blogs, videos, and images, or to comment, give their opinion – often in their own timeThese often free applications make social media very easy to set up Sharing is a deeply ingrained human instinct. This, plus its ease of setup, is why it is exploding in popularityIts about power of the people through word of mouth social media networkingMany companies jump on the social media band wagon due to its popularity however there is no plan and not real thought process – this is where things often go wrong – or don’t quite work out as successfully as they should – many companies leave social media after a month or twoSo how can you use social media within your business to harness these people to talk about us, recommend us etc?
  • Social media is about two things – engagement with your target audience and search engine results – i.e. using the likes of Google to help drive traffic to your website!Engaging – sharing hints tips, recipes, advice,
  • When you create a social media strategy, your actions are more deliberate and have purpose and your connections clearly understand what you have to offerBear in mind success is down to measurement and identifying in the first place:-E,g.PR coverageSupport function in your businessBusiness grow in XXX sectorOnline salesSocial media is not a quick win – it’s a long term strategy that can have long term successful resuits – it takes time, and although free there is resource involved – with a strategy your CEO will feel a lot more comfortable in what you are doing online
  • Many brands and agencies will kick off social media activity without a clear vision of what they hope to achieve (77% of all Facebook pages have less than 1,000 fans, limiting impact)This typically generates mediocre results (at best), which people then really struggle to attach any worthwhile meaning to, as they had no real benchmark for success in the first instanceWill sit alongside your overall marketing strategy – should reflect what is going on offline – e.g. Muller the yogi bear advert – their facebook page reflected thisThe key feature that differentiates social media from traditional media is its facility for two-way dialogueThis brings with it a number of important advantages:More powerful engagementImproved recallActive involvementParticipative for both partiesMake this principle core to a social media campaignDevelop online objectives that are SMART:Specific – objectives should specify what they want to achieveMeasurable – you should be able to measure whether you are meeting the objectives or notAchievable - are the objectives you set, achievable and attainable?Realistic – can you realistically achieve the objectives with the resources you have?Timely – when do you want to achieve the set objectives?Example of objectives could be:Increase traffic to your website
  • Plan ahead but also look what is being talked about on social media – if there is a link there then use it – however, don’t jump on all trends – if there is no link then you are not targetingOther examples – british tomato week – etc themes and get interestAlso by planning it saves an awful lot of time and ensures social media is integrated in to your day to day business work.3 month plan – if something works do it again if it doesn’t change it.You don’t always know what will grab people – some stuff you think that will doesn’t and other things that you think might not do – measure!
  • You might think this is blue chip company thinking however – your organization more than their organization needs to measure as resources, budget and time are all very precious!Dunelm measure and target their audience – engage with female audience – Facebook check ins mostly men – without measuring how would they know that?Go back to what does success look like? – PR coverage, reduced staff in your call centre? less negative sentimentI see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell!Within max of 3 months they have normally given up and stopped using social media all togetherSocialsprout £5 a month, hootesuite £3 a month https://sproutsocial.com/reports/group/216266/1334620800/1337299199Three month plan with a calendar!You might think this is blue chip company thinking however – your organization more than their organization needs to measure as resources, budget and time are all very precious!I see so many businesses think ‘ great we can get loads of business from social media lets sell, sell, sell!Within max of 3 months they have normally given up and stopped using social media all togetherGoogle analytics – will tell you where people come from – if you look at it you get it – measure visitors, where they come from etc – if social media is working you can see from the source plus if you use codes on facebook and twitter
  • Why should people follow you, like you chat with you?You can use feeds for news but it has a VERY limiting impact! – its about engaging in conversation – virtual networking etcCreate a larger sales teamBrand ambassadorsYou never always know who people are & who they know!
  • Why should people follow you, like you chat with you?I see so many estate agents just pushing out their latest property details – be whoop! We are now getting a lot of interest from Estate agents and letting agents and running a lot of inhouse courses for them to give them the edge
  • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. SEO may target different kinds of search, including image search,local search, video search, academic search,[1] news search and industry-specific vertical search engines.75 languages11.5 billion web pagesAround a billion websitesNot forgetting the facebook, twitter, linkedin infoIf we look at this room today – to find out about you I have to ask questions and you give me answersSearch engines are indexing and researching 24/7 365 days a week! They are NOT looking at what your website looks like – it can look as pretty as a picture but not get any traffic – don’t get me wrong a website needs to look good – but it need to look good once you have found the people to look at it!The key to SEO is knowing the words / phrases people type in to then know what to use on your own website – these are called keywords/keyphrases and I will come on to these first.First I want to look at some live examples so you can see what search engines look at
  • Do you know what you are keywords are for your business?If so you really need to find out Its not words or phases that you think people might be typing In to search engines but keywords / phrases you know people are searching onI’ve had many a person say oh we at the top of search engines for XXXX a quick bit of research tells me if that is a key terms people are searching on.Keywords play a real part in social media so ask your website company, you can do the research yourself (if you know how) or contact a company that can do the work for you (any good SEO company) can do this for you.When/ if you have keywords use them across the board – from facebook to youtubeSearch engines index websites inc. blogs, facebook etc.Google, Yahoo, Bing have to decide what answers to give peopleSEO = having the right keywords that people search on
  • Think about property, house, home, - what desirable things you have and what people are looking for when they are searching – i.e. sea viewProps for sale by sea – medium – 27KHouses with land – low – 823KE.G Top gear Christmas special
  • Whenever anyone follows me I read their bio then look at their tweets
  • Searching property finder richmond upon thames
  • As a business why not look on linkedin – I may have recommendations from other businesses, you can see who I have done business with and also check out my website
  • 2400 search for this each month – as a self catering cottage in North Norfolk they have dog walkers stay with them – key audience!We have also done the same with a high end car accessory company – we do blogging around Top Gear Xmas special - 9000 searches a month, 2000 extra visitors to their website
  • Use Hootesuite/Tweetdeck – you can post across Twitter, facebook, linked inLook for keywords/opportunitiesTarget locationsTarget existing customersPromote all your social media on your website blog, flyers, shop windowStats section – great to see what gets clicked on and what doesn’t
  • I call social media platforms ponds – you have to go fishing in the ones where are target audience are – I see so many businesses jumping on all of them and just throwing statuses at the wall to see what sticks. I also see companies putting their Twitter updates on Facebook which I don’t agree with – they are two very different platforms and need to be looked after very differently to make the most of themWithin the time frames we have today I am unable to go in to the great detail of each one and how to make it work, however I want to talk through each of the main ones to get you thinking about where you should be working your social media strategy magicGet one working well first before targeting another one – as you have seen already today its all about tactics and these take time.These are not going to be overnight wins but long term solutions for your business
  • Its about posting content to get interaction – its not good enough to just get a like on your page – facebook has clever algorithms that decide what content people see in their updates – you need your business, charity etc to be seen – the best way to do this is to get interaction and target your audienceA lot of likes on your pages doesn’t mean an engaging audience – its about the consumer interaction at each status levele.g. Genting casinosLocations – tescosYou have to really embrace the power of your audienceOne of the hardest social media networks to get right in my book
  • LOVE Twitter – its like the human wikipediaIf you pick only one social media platform to work on – this one is great. I would also suggest if you are looking to use social media within your business get one social media network working properly first before trying to get all the ones you want to work on up and running.
  • 4 out of 5 professionals in the UK are on linkedinKey to success isStrategic approach, targeting people you want to do business with, recruit, etc.InteractionGroupsRecommendationsAnswers
  • Think about what effects you want to create with your blog. Different types of post can have different effects. Here are some examples:Instructional posts tell people how to do something. They can be good for establishing you as an expert, or building up a body of knowledge that you can also refer to in future.Lists are simply lists of anything – products, services, tips etc – that often have the title “10 Top Ways To...” or “7 Best Examples of...”. They can be good for getting search engine traffic and becoming part of a blogging community.
  • http://www.propertysearchers.net.au/index.php/collateral/blog/looking-for-a-new-home-dont-fall-for-dirty-tricks-and-pay-too-much/
  • Think:-TestamonialsAdvertsInstructional posts
  • Pinterest users spend an average of almost 16 minutes on the site per visit (12.1 for Facebook)50% of Pinterest users have childrenAlmost 70% of Pinterest users are female97% of Pinterest’sFacebook fans are womenAs of January 2012, Pinterest had received just under 12 million unique visitsPinterest receives almost 1.5 million visitors each dayPinterest provides more referral traffic to other sites than Google+, YouTube and LinkedIn combined
  • At the beginning of this talk I said you need to interact in the ponds where your target audience are – google+ throws all this out. Its new but having an impact on search already.Google is huge and this social network is going to be a key driver.Social network owned & set up by GoogleLaunched in June 2011Business pages launched in November 201190M users as of December 2011Est. to be adding 625k new members a day400M users projected by Dec 2012
  • If you want to know HOW to use these tools strategically in your business then we can help
  • If you want to know HOW to use these tools strategically in your business then we can help

Transcript

  • 1. Using social media effectively in your  property business SocialB Ltd @SocialBUKSocial Media & Online Marketing Experts
  • 2. What you will leave with today?  The four key areas to build social media success  What social media platforms you should be using for your property business  Tips on using social media as part of your every day businessSocial Media & Online Marketing Experts
  • 3. Social Media in the UK About 73 percent of UK Internet users interact on social media platformsSocial Media& Online Marketing Experts
  • 4. Different types of social mediaAlthough they all enable sharing, there are several differenttypes of social media Blogs are online diaries Microblogs (Twitter) is texting online Forums are conversational threads Video sharing (YouTube) is shared video clips Social photo (Flickr/Pinterest/Intagram) is shared images and photos Social networking (Facebook, LinkedIn, Googleplus) is all of the aboveSocial Media& Online Marketing Experts
  • 5. How it relates to business  Businesses can – and do – use social media. For every major business function of every organisation, there is an equivalent social media function:  Research=Listening to the conversations people have with each other to understand their wants and needs  Marketing=Talking in the conversations people have with each other to spread messages about your company and products  Sales=Energising customers to sell you by finding your most enthusiastic customers/employees and supercharging them online  Support=Supporting customers to support each other by setting up tools that help them do this  Development=Embracing customers to work with each other by integrating them into the way your business worksSocial Media& Online Marketing Experts
  • 6. Why the social media explosion?  Free!  Sharing is a deeply ingrained human instinct  Traditional communications were brand led  New communications are word of mouth led  Access to internet  InstantSocial Media& Online Marketing Experts
  • 7. The four key S’s to social media success  Strategy  Social  SEO (keywords)  SearchSocial Media & Online Marketing Experts
  • 8. Social Media StrategySocial Media & Online Marketing Experts
  • 9. Social Media Strategy  Without a plan you plan to ……..  What does success look like?  How has your business become successful? With a plan/strategy by any chance?? Q1 “What do we want to achieve with our social media activity?”Social Media & Online Marketing Experts
  • 10. Social Media Strategy  Your overall objectives will inform what you do in social media in terms of:  Who you want to connect with  What content you share  How you interact with people  How often you need to interact with people  How you want to influence people to actSocial Media & Online Marketing Experts
  • 11. Social Media Calendar In social media, it’s key to Do Something Every Day! When you create a new blog post, tweet about it! When you attend an event/show/networking follow up with someone you met by connecting with them on Twitter and or LinkedIn. Read any interesting blog articles? See a good video on YouTube? Tweet about it.Social Media & Online Marketing Experts
  • 12. Measure, Measure, Measure!  Google analytics  Hootsuite/Tweetdeck  Sproutsocial  Tweetreach  SocialmentionSocial Media & Online Marketing Experts
  • 13. SocialSocial Media & Online Marketing Experts
  • 14. Social - Two-way communication The key feature that differentiates social media from traditional media is its facility for two-way dialogue This brings with it a number of important advantages:  More powerful engagement  Improved recall  Active involvement  Participative for both parties Make this principle core to a social media strategySocial Media & Online Marketing Experts
  • 15. Two-way communication Engage with your target audience (whoever they may be, e.g. journalists, potential clients, existing clients) Help people if you know the answer or contact Share useful informationSocial Media & Online Marketing Experts
  • 16. SEOSocial Media & Online Marketing Experts
  • 17. SEO  Search engine optimisation  Search engines index websites & social media platforms  Google, Yahoo, Bing have to decide what answers to give people  SEO = having the right keywords that people search on  More on this in relation to social media laterSocial Media & Online Marketing Experts
  • 18. Where to go keyword digging?  Use www.googlekeywordtool.com  Use the search engines and their predictive text  If you pay for advertising on Google adwords note these down  Use your Google Analytics data (keyword source)  Google Insights Trend tool http://www.google.com/insights/search/Social Media & Online Marketing Experts
  • 19. Google Keyword Tool  Note down longer keywords i.e. properties for sale by the sea / houses with land – great tip later!  Think like a client! Ask friends / colleagues what they would type in  What locations do you cover? City, county, regions, UK wide, global  Set up an excel sheet with keywords/key phrases so they can be used across all your online areas (social media, website, etc.)  Review every two to three months if you get the chanceSocial Media & Online Marketing Experts
  • 20. SEO friendly Twitter These Bios contain relevant keywords and info  The locations they cover  What services they provide  Why you might want to contact themSocial Media & Online Marketing Experts
  • 21. SEO friendly LinkedInSocial Media & Online Marketing Experts
  • 22. SearchSocial Media & Online Marketing Experts
  • 23. Search Bottom of Google Page 1Social Media & Online Marketing Experts
  • 24. Search – LinkedIn example
  • 25. Search – Twitter &Facebook EG
  • 26. Search - Blog exampleSocial Media & Online Marketing Experts
  • 27. Search -YouTube example
  • 28. Search - Pinterest example
  • 29. Great Social Media Tools for Search  Hootsuite/Tweet Deck/Sproutsocial  Use to set up streams to target your audience  Use for lists – great way of staying in touch with people (Twitter)  Scheduling – but don’t get in that trap apart from blog posts etc  Measuring – all have a stats sectionSocial Media & Online Marketing Experts
  • 30. Search - Twitter keyword examples  Two examples of searching the right keywordsBy setting up a search for Norwich andholiday this type of information will beready for you respond tokey targeting but potential great resultsSocial Media & Online Marketing Experts
  • 31. Which Social Media Platforms to use?Social Media & Online Marketing Experts
  • 32. Facebook Great for B2C companies (local and large brands) Interaction is key, Facebook want you to work for your credibility The REAL value is in your fans content and interaction you your page Think target audienceSocial Media & Online Marketing Experts
  • 33. Facebook examplesSocial Media & Online Marketing Experts
  • 34. Twitter Great for B2B and B2C businesses Create / share links to send traffic to you website/blog Keep up to speed on your industry Network Find / Answer questions – great for credibilitySocial Media & Online Marketing Experts
  • 35. LinkedIn Great for B2B and B2C businesses Online business networking Keep up to speed on your industry Find / Answer questions – great for credibility Great in Google’s eyesSocial Media & Online Marketing Experts
  • 36. Blogging Great for B2B and B2C Brings your business to life Shares useful information Good for search engine results Blogs are often shared on social media networksSocial Media & Online Marketing Experts
  • 37. Bringing your business to life
  • 38. YouTube Great for B2B and B2C Brings your business to life Great for search engine results Its about content not how slick your video isSocial Media & Online Marketing Experts
  • 39. Pinterest  Great for B2B and B2C businesses  Based on pinboards and sharing useful info  Successful because it is different to any of the other social photo networks (instagram, flickr, etc)  Great for search engines (if you want it to)Social Media & Online Marketing Experts
  • 40. Google+  Every business needs to be on here  Different from all other social networks  Although new(ish) and has been getting some negative press you need to be on here as a business  SEO – search based around contactsSocial Media & Online Marketing Experts
  • 41. Social media success  Strategy  Social  SEO (keywords)  SearchSocial Media & Online Marketing Experts
  • 42. Actions  Review where you are now if using social media platforms  Think about what success looks like  Ensure you have a strategy in place These are serious business toolsOnline Marketing & Social Media Experts
  • 43. How we can help you  Inhouse social media training  Open social media courses throughout the country One day - £495 plus VAT Two day - £995 plus VAT  Consultancy  BloggingOnline Marketing & Social Media Experts
  • 44. Questions Lynsey Sweales +44(0) 1223 258000 Lynsey@socialB.co.uk www.socialB.co.uk @SocialbukOnline Marketing & Social Media Experts
  • 45. Using social media effectively in your  business SocialB Ltd @SocialBUKSocial Media & Online Marketing Experts