Turbo Charge Your Marketing Plan with Social MediaKevin & Monica RayAccess RealtyPresentation for theMissoula Organization of Realtors ®September 16, 2009

What Is Social Media?“Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, video and audio.”-Wikipedia.com

Or More Simply Put….“Social Media is People Having Conversations Online”From Marta Kagan, What the F**K is Social Media

Is It the Biggest ShiftSince the Industrial Revolution?You Decide

Welcome to the World of SocialnomicsSocialnomics Video

The Rules of Marketing Have Changed The shift from “Outbound” Marketing to “Inbound” MarketingFrom Web 1.0 to Web 2.0

Web 1.0 – Outbound MarketingWeb 1.0 is part of an “Outbound” Marketing Strategy (TV, Print Ads, Newspaper, Radio)“Hitting the consumer over the head” with a company’s messageMcDonald’s, Proctor Gamble

Moving from Web 1.0 to Web 2.0Web 1.0 – a website was essentially “a digital business card.”One-way communication – a monologue.Agent Contact Info

Inbound Marketing – Web 2.0Pulls Customers TO YOU, your website, blog, social media contentTwo-Way Communication – a DialogueAmazon, Google, Facebook

Pulls Customers TO YOU, your website, blog, social media content

Two-Way Communication – a Dialogue

Amazon, Google, Facebook

It’s a lot like a Cocktail Party, Business Meeting, or a Backyard BBQ

The Eleven Commandments of Social MediaBe Interesting, But more importantly, BeInterested.Listen First – you’ll be more interesting & avoid costly mistakes.Provide Value – You must Give to GetWhat do your listeners want to know about? SOCIAL MEDIA ZEN

The Eleven Commandments of Social Media4. REMEMBER:It’s NOT ABOUT YOU– it’s about them5. Watch what you say – laws, professional ethics, fair housing6.It’s about relationships –not unlike any other networking situation, Business comes from relationships

7. A Message IS NOT a Dialogue“It’s a beautiful day in Missoula, buy real estate.”8. Be TransparentBe yourself, be open, honest, and genuine9. Understand the site’s Terms of ServiceJust Like Your Mamma Always Said

10. Manage Your Online ReputationListen via:Google Alerts: www.Google.com/alertsStepRep.comHave a Social Media Policy for Your Brokerage

Horizon Realty ExampleOr What NOT to do in Social Media20 FollowersAccording to the Chicago Sun-Times, Bonnen’s Tweet on May 12 read, in part:“Who said sleeping in a moldy apartment was bad for you? Horizon realty thinks it’s okay.”Horizon’s Jeffrey Michael is quoted as saying “The statements are obviously false, and it’s our intention to prove that”, adding that Horizon has a good reputation to protect. Bonnen wasn’t contacted before the suit was filed or asked to remove the Tweet, he said: “We’re a sue first, ask questions later kind of an organization”.Woman sued for $50,000 over a TweetSource: Mashable.com

Within 24 Hours of the IncidentWhen you “Googled” Horizon Realty Chicago – you got 4 to 7 first page results that refer to Horizon’s propensity to sue first, ask questions later. If you are looking for a property management company – looking to be their client – this may just sway you to look elsewhere.On Yelp.com – Horizon Realty went from 3 reviews to 21 reviews, and Horizon is solidly a one star affair.On GoogleBlogSearchthere were 3,814 blog posts indexed about Horizon Realty,477 about Amanda Bonnen, and 1,410 pages are indexed that contain the term “We’re a sue first, ask questions later kind of an organization”Horizon Realty now not only has a mention in Wikipedia on the Streisand Effect, they’ve got their own page on Wikipedia.-Jay Thompson, PhoenixRealEstateGuy.com

Horizon Realty ExampleOr What NOT to do in Social MediaTake-aways:The Megaphone is a lot more powerful than you think it is. (copyblogger.com)You don’t get to play by the old rules any more, you don’t get the privilage of anonymity. You don’t get to bury your story on page 47. There is no page 47. (copyblogger.com)Twitter Comments May Be Fleeting. Google never forgets. (Jay Thompson, Phoenix Real Estate Guy)

11. Choose the Right Tools For YouAnd Join the Conversation

The Most Popular Tools for Social MediaFacebookLinked InBloggingTwitterYouTubeFlickrActiveRainMySpace (?)

Setting Up a Winning ProfileUsernames – select one that suits you, and if possible, memorableAvatar – Use a photo if possibleProfile – Complete your profile so you don’t look like a “spammer”Add a Link to your website when possible

Facebook & FacebookLiteSet Up A Custom URL – get your name if possiblewww.facebook.com/usernameStatus Updates “What’s on your mind?” Ability to share photos, videos, links, and eventsChat Feature – you can show up as “online” or “offline”Settings – allow you to change your security options and preferencesFriends – can group into “lists” and set up parametersFacebook TOS: You will not send or otherwise post unauthorized commercial communications (such as spam) on Facebook.

Set Up A Custom URL – get your name if possible

Status Updates “What’s on your mind?”

Ability to share photos, videos, links, and events

Chat Feature – you can show up as “online” or “offline”

Settings – allow you to change your security options and preferences

Friends – can group into “lists” and set up parameters

Fan Pages Has FANS instead of Friends You Can Also Set Up a Custom URL (requires 100+ fans)Add your Blog posts (RSS Feed), photos, videos, links to relevant content

Has FANS instead of Friends

You Can Also Set Up a Custom URL (requires 100+ fans)

Add your Blog posts (RSS Feed), photos, videos, links to relevant content

Establish your identity Connect with current & former co-workers, friends, and business contactsTake part in groupsGet Recommended and Give RecommendationsPromote events, blogs, successes.

Establish your identity

Connect with current & former co-workers, friends, and business contacts

Take part in groups

Get Recommended and Give Recommendations

Promote events, blogs, successes.

BloggingCompanies that Blog get 55% more web visitors than those who don’t77% - percentage of active Internet users who read blogs -Source: The Future Buzz

Why Blog?Become the “Expert”Customer Relationships Media Relations Recruitment Test Ideas or ConceptsFor MoneyFor Fun Source: CorporateBlogging.info

Where to BlogBlogging PlatformsWordPressBloggerTypepadActiveRain & Outside Blogs (real estate, mortgage, video, stagers, marketing professionals, personal coaches, business consultants, SEO consultants, photographers, insurance, property management, and others!)Platforms are everywhere! Merchant Circle, Internet Providers, +Within Your Website

Blogging Platforms

WordPress

Blogger

Typepad

ActiveRain & Outside Blogs (real estate, mortgage, video, stagers, marketing professionals, personal coaches, business consultants, SEO consultants, photographers, insurance, property management, and others!)

Platforms are everywhere! Merchant Circle, Internet Providers, +

Within Your Website

ActiveRain159,000 Real Estate and social media industry professionalsSingle best site for information for real estate agentsFree Basic AccountRainmaker Account – outside blog, custom domain name for blog, posts are searchableConsumer Channels & Localism.com

TwitterThe Internet’s Fastest Growing Social Media SiteGrew 1382% in the last year!Form of Micro-blogging – somewhere between Texting and BloggingNamed for the sound birds make when they communicateBoth a social platform to engage and a development platform

The Internet’s Fastest Growing Social Media Site

Grew 1382% in the last year!

Form of Micro-blogging – somewhere between Texting and Blogging

Named for the sound birds make when they communicate

Both a social platform to engage and a development platform

Twitter – The BasicsUse Twitter tools to help make sense of the “noise” – Tweetdeck, Hootsuite, TwitterberrySet up a profileFollow & Get FollowedUtilize Searches – search.twitter.comTweetups and Twestivals

FlickrNote: TOSUpload photos and shareComment on photosAdd contactsJoin groupsGeoTag Photos

You TubeUpload and share videos Comment on other videos SubscriptionsPost to Twitter, Facebook, BlogsViral Videos Viral Real Estate Video EXAMPLE

Upload and share videos

Comment on other videos

Subscriptions

Post to Twitter, Facebook, Blogs

Viral Videos

Viral Real Estate Video EXAMPLE

Join the ConversationQuestions?