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A social media primer workbook september, 2010
 

A social media primer workbook september, 2010

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Updated version of the Social Media Primer Workbook...

Updated version of the Social Media Primer Workbook...

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    A social media primer workbook september, 2010 A social media primer workbook september, 2010 Document Transcript

    • A Social Media Primer Kingston and Area Real Estate Association Richard Silver, Salesperson Blogger, Twitterer, and Social Media Junkie!
    • My 10,000 foot View Page 2
    • Table of Contents Page Social Media Statistics............................................................................. 4 Social Media Primer................................................................................ 5 Who is Gary Vaynerchuk? ................................................................... 5 What is “really” new about Social Media? ........................................... 5 What is your “Brand?” ......................................................................... 6 Who is your Consumer? ....................................................................... 6 What is the ROI? ................................................................................. 7 Are you attuned to all your consumers? ............................................... 7 How do you presently engage your clients?.......................................... 7 Are you aware of what the consumer is saying about you? ................... 8 Why should you commit to Social Media and Blogging? ..................... 8 Are you really ready to be transparent? How important is it? ............... 8 Are you prepared? Are you ready to reinvent yourself? ........................ 9 Are you committed?............................................................................. 9 A discussion of the tools begins with the basics ................................... 9 What is Search Engine Optimization? .................................................. 10 Tools: Do you read RSS feeds? ............................................................ 10 Blogs: What is a REALTOR® Blog? FAQs ......................................... 10 Moving ahead with Blogging ............................................................... 11 Tools of Social Media .......................................................................... 11 Learn and Share ................................................................................... 12 My Social Media World ....................................................................... 12 Steps for Moving Forward ................................................................... 13 Addendum ............................................................................................... 14 Biography ................................................................................................ 15 Notes ........................................................................................................ 16 Last printed September 7th, 2010 Page 3
    • Notes Social Media Statistics “Facebook has 37.7 million users between 35 and 64 years old” “50% of Internet users in the US regularly read blogs.” “In July of 2009, Twitter had over 23 million unique visitors.” “In August of 2009, LinkedIn reached 45 million registered users.” “LinkedIn averages 16 million monthly unique visitors.” “72% of employers plan to invest more in recruiting through social networks.” “YouTube is the #1 video site on the web, with 300 million visitors each month.” “47% of YouTube’s users have annual incomes of over $75,000. ” “50.2 million YouTube users are over the age of 35.” “If YouTube were a country, it would be the third most-populated in the world .” “In 2008, 32% of REALTORS® used social media sites. In 2009, the number rose to 84%.” “25% of REALTORS® post to their own blog for business purposes.” “By 2010 Gen Y will outnumber Baby Boomers, 96% of them have joined a social network.” “1 out of 8 couples married in the U.S. in 2008 met via social media.” “The fastest growing demographic on Facebook is 55-65 year-old females.” “In 2006, Internet buyers spent 2.2 weeks looking for the home they ultimately purchased and compared with 7.1 weeks for traditional buyers.” Page 4
    • Notes “There are over 3 million tweets posted to Twitter every day” “The median age of a Twitter user is 31.” “50% of REALTORS® communicate with their clients by e-mail more than 50% of the time.” (2007) “Internet Buyers preview an average of 6.65 homes before buying, while the traditional buyer previews 21.7.” Statistics Courtesy of Doug Devitre at http://dougdevitredelivers.com/ Social Media Primer As Social Media* becomes more popular, many REALTORS® are jumping on the bandwagon, writing Blogs, Twittering and appearing on LinkedIn and Facebook. This class will ask some basic questions that need to be addressed before heading down this road on the Information Highway; then the class will move down the road and discuss the most popular options. Who is Gary Vaynerchuk (Gary Vee) and why is he important to the discussion? Gary has leveraged his family wine business through Social Media and now his online brand WineLibrary.tv is more valuable than the business (wine distribution and sales) that he started the online program to promote. Get off the “Bus Benches” and establish your Internet Brand. What is “really” NEW about Social Media? Social Media* or Web 2.0 has created platforms for engagement between the “poster” and the “reader” that allows and encourages commentary and involvement of both parties. Early Internet was restricted to getting the message out; Web 2.0 allows for two-way Page 5
    • Notes communication and encourages it in many platforms and media. If this is Web 2.0, what was 1.0? What is Web 2.0? What is Social Media? Is there a hard, firm Demographic involved and if so what is it? What is really new? NOTHING... They are tools for networking and REALTORS® have been networking for years... What is your BRAND? Each and every one of us has a “Brand” but can you verbalize what it is and can you make it grow your business.  Have you established your BRAND? What is it and what sets you apart?  What differentiates you? Location, Demographic, Personality, Buyer Representation, Seller Representation...  Is your offline persona related to your online persona?  If you “suck” at networking offline, can you be successful online?  Make sure that you know your BRAND, live your BRAND and are true to your BRAND…offline and online.  Your AVATAR, not the movie... Who is your Consumer? Do you have a vision of who your audience is and who you would be your goal audience? Creating that vision will help you develop your Social Media voice.  Age  Demographic  Location  Language Page 6
    • Notes  Work Related What is the ROI? Can you really monitor it? What is the Return on Investment on your present Branding program? Are you attuned to all your consumers? How can you connect with consumers? Phone, Cards, Print Advertising, Snail-mail, Emails, Gifts...  Connecting with consumers as they wish to be connected with....Facebook, texting, emailing, Blogging, Traditional Media vs. RSS Feeds. Are you connecting with the consumer in the ways they want to be? Have you asked them? Are you offering options or just assuming? No need to Blog if they are not on the Internet but ...are you sure? How do you presently engage your clients? Some clients like a phone call, some an email, some a letter…you will not know till you ask them.  Have you asked them how they connect or want to be connected with?  Do you provide options? Your email signatures and your Business Cards...  Could you add to your bottom line by emailing rather than snail mailing?  Try uploading your database to Facebook and LinkedIn and see who is already on or add Xobni.com to your Microsoft Outlook. Follow the instructions on Facebook or LinkedIn about uploading your existing database. Page 7
    • Notes Are you aware of what the Consumer is saying about you? Get Ready to be Rated. Step Reps, Google Alerts and Yelp.ca will be discussed. Houston Area REALTORS® and their ratings program... Why should you commit to Social Media and Blogging? There is no doubt that involving yourself in something new has a learning curve till you develop knowledge and confidence. The bottom line is that the costs involved are more time related than financial.  Is there a ROI (Return on Investment)?  How can I judge it? Google Analytics... Visits vs. Bounce Rate  The long tail…Traditional Marketing vs. Online Marketing The tail becomes bigger and longer in new markets (depicted in red). In other words, whereas traditional retailers have focused on the area to the left of the chart, online bookstores derive more sales from the area to the right. (Courtesy of Wikipedia) Traditional: Blue, Online: Red Are you really ready to be transparent? How important is it? Transparency> Reputation Management> Client Satisfaction> Recommendations> Referral Opportunities (Clients and Other REALTORS®) Being yourself and realizing that anything you put on the Internet is open for discussion. How will you handle commentary? Are you ready for the “rate your agent” movement? Page 8
    • Notes Social Media etiquette, Permission, To Post or Not to Post... Be Ubiquitous! Are you prepared? Are you ready to reinvent yourself using Social Media? Almost all the Social Media sites have facilitated the uploading of your databases but are your databases up-to-date? If you use snail mail have you asked for permission to email your clients? Know that each of the Social Media is permission based: you can only connect with those who want to connect with you and vice versa.  Customer Relationship Management: Converting your client databases and new additions to online contacts.  How many of your clients are on Facebook, Twitter or LinkedIn... how to find out by uploading your client list to all three. What is Xobni.com?  Permission Management: Do Not Call / Contact, Privacy, Competition, RECO Advertising Guidelines Are you committed? Time is the Biggest Commitment. Do you consider yourself to old to change? Are you too old to make money? Do you think that Social Media cannot be a part of your life and business? Financially…Mentally…Time A Discussion of the Tools Begins with the Basics: YOUR WEB SITE: FIRST AND FOREMOST! Do you have a Web Site and have you made it the go-to site for your Real Estate consumer? Page 9
    • Notes What is Search Engine Optimization? How do you get on the front page when customers search for “your Area” Real Estate? Organic or Paid? Google Adwords, Facebook Ads Tools: Do you read RSS Feeds: Really Simple Syndication? RSS uses XML technology to note changes in a web site and to forward new content to Subscribers. The big word in the next few years in Real Estate is SYNDICATION: listings and content. Being ubiquitous!! Can your clients get information from you via RSS Feeds? Are you the GO-TO person in their Real Estate life? Blogs: What is a REALTOR® Blog? Frequently Asked Questions Not a day goes by that I am not asked one or more of the questions below…if I wrote a Blog to answer each of those questions…I would have a Blog about Blogging…my REALTOR® Blog answers all the questions that my Real Estate clients ask me…  When do you have time? Answer: I don’t have time to Blog…but I do have time to answer the same question to clients every day...“When is the best time to sell?”  Do you write it yourself? Yes…Your Blogs work best when some of your personality is added…  How long should a Blog be? About 500 words is good however…just be succinct  How do I get started? Read a lot of Blogs then try Active Rain, however, Wordpress.com is the most popular format.  What do I write about? Listen to what your clients are asking about and talking about.  How often do you post a Blog? Minimum of three times a week is my goal…  Photos? Video? Audio? Be Ubiquitous(Everywhere) Page 10
    • Notes Moving Ahead with Blogging  How to start? To Blog or to Vlog (Video Log)?  Spend ½ hour a day on one tool for one month, then move to the next tool.  What platforms to use? Blogger.com, WordPress.com, ActiveRain.com  Comments: Good, bad and how do you deal with “Comments”? To Moderate or not to moderate?  Photos and Video: istock.com, RealEstateShows.com, youtube.com  Search Engine Optimization. How to make sure that you get eyes...and conversions.  “Tips and Tricks” of Blogging as well as options. To hire a professional or not: The Real Estate Tomato  Syndicating your blogs for visibility. www.ActiveRain.com: Real Estate Networks  How do I begin Blogging? Read, Write, Answer Questions, Listen for Blogs, Plagiarism The Tools of Social Media  Linkedin.com: Business Suit... More for business. Tripit.com, Uploading Blogs, Discussions, Recommendations, Groups, SlideShare.net  Facebook.com: Casual Clothes... More for your “TRIBE” (Seth Godin) www.Facebook.com/marketplace or Elistit.com Add your listings. Question: How do I position myself? A REALTOR® who is a Facebook FRIEND or a Facebook FRIEND who is a REALTOR®... Page 11
    • Notes  Twitter.com: The Cocktail Party... Apps galore: www.Tweetdeck.com, www.Twitterlocal.com, is Twitter THE one? Life in a Twitter-able world. Can you explain enough in 140 Characters?  YouTube.com: video platform and YouTube Channels Now the 2nd biggest Search engine  Flickr.com: Uploading photos to engage consumers...Consumers are VISUAL.  Ping.fm: “syndication” of updates  MySpace.com: very little business application Learn and Share  Inman News  Real Estate Connect, San Francisco (August) and New York (January)  NAR Convention, National Association of REALTORS®  REBarCamp.com: ad hoc meetings to share information  Meetups  ReBarCampTo.com May 7th, 2010 Page 12
    • Notes My Social Media World Think of your Blog as the home base of your Social Media World and LinkedIn, Facebook and Twitter to syndicate your Blog and promote your presence and your Brand. Notes Steps for Moving Forward: Don’t get overwhelmed. Start with a half-hour time commitment every day on Facebook then add LinkedIn, Twitter complete your profile, and add to your network daily before moving on to the next tool. Offline networking is not much different than online: it takes time and patience. Find out what works best for you and be open to the new technologies that will appear over upcoming years. Read lots of Blogs, join ActiveRain.com, subscribe to RSS Feeds from Seth Godin, Gary Vaynerchuk, add comments to Blogs and become part of the conversation and connect with online colleagues. Go to REBarCamps, Meetups, Inman Connect, NAR, etc. Page 13
    • Notes Addendum: Stefan Swanepoel’s 10 Rules of Engagement in Social Media 1. Give More Than You Take 2. Respect Your Online Friends 3. Listen to What They Say 4. Respond Frequently and where Appropriate 5. Build Relationships 6. Be Authentic and Transparent 7. Do Not Become a Nuisance 8. Collaborate with Your Online Friends 9. Add Value as Frequently as you Can 10. Consider Opportunities in the Long Tail More at www.RealEstateBooks.org Page 14
    • Available at Realtor.org: This is an excellent set of guidelines for all Real Estate Professionals: Biography Richard Silver, ABR, is a Salesperson with BOSLEY REAL ESTATE LTD., an early adopter of Technology and the Internet and presently sits as President-Elect with the Toronto Real Estate Board and is a past-member of the MLS® and Technology Council at CREA. He also sits on the REBAC Advisory Council at the National Association of REALTORS®. His website is www.RichardSilver.com, Blog is www.Torontoism.com and you can follow him on Twitter, Facebook, LinkedIn, YouTube and Flickr. Page 15
    • Notes Page 16