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Leveraging Industry Expertise to Become Recognized as a Thought Leader

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Leveraging social media and online tools to get recognized as a thought leader for your industry expertise

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Leveraging Industry Expertise to Become Recognized as a Thought Leader

  1. 1. Leveraging Industry Expertise to Become Recognized as a Thought Leader Finally, a use for social media in the luxury real estate industry
  2. 2. Part 1: Inspirations
  3. 3. Genesis of the Strategy Alliance of Thought Leaders
  4. 4. D&B Challenge: Create a system for building industry expertise for busy execs?
  5. 5. D&B Ambassador Program 1. Build a digital home for execs 2. Identify active thought leaders 3. Curate interesting content from thought leaders 4. Create keystone content with thought leaders
  6. 6. Part 2: The Audit
  7. 7. Key Tool by
  8. 8. This Audience
  9. 9. Online Presence 1. Website/Profile page: 61 (100%) 2. LinkedIn: 55 (90%) 3. Facebook Page: 47 (77%) 4. Instagram: 42 (69%) 5. Twitter: 36 (59%)
  10. 10. Typical Website
  11. 11. Active Accounts are on Instagram
  12. 12. Little Bird Scoring
  13. 13. This Audience (36 in the Little Bird database)
  14. 14. Influences this Audience
  15. 15. Luxury Real Estate (384 people in the Little Bird database)
  16. 16. Audience in Luxury Real Estate (Only 3 people)
  17. 17. Real Estate Journalist (1,569 people in the Little Bird database)
  18. 18. RE Journalists Following (Only 9 of top RE Journalists following anyone in this audience)
  19. 19. Reality: Digital influencers aren’t paying attention to this audience of top luxury real estate agents
  20. 20. Part 3: Alternative Approach
  21. 21. What if your online/social strategy was designed to drive referral credibility?
  22. 22. E-Trade vs Goldman Sachs
  23. 23. Targeting Aspirational Investors • Major aspiration language • “Be kind to the future you” • Lots of calls-to-action • Multiple “open an account” • Money back offers • “Get up to $600”
  24. 24. Targeting Referrals • Site oozes credibility • “Environmental, Social Governance Report” • No CTAs • Instead: Learn why they’re market leaders • No offers • Do they even want website leads?
  25. 25. Key insight: Goldman Sachs uses their site to demonstrate credibility with people who are already inclined to work with them
  26. 26. Part 4: Earning Recognition as a Thought Leader
  27. 27. Remember D&B Ambassador Program? 1. Build a digital home for execs 2. Identify active thought leaders 3. Curate interesting content from thought leaders 4. Create keystone content with thought leaders
  28. 28. Step 1: Digital Home Should Ooze Credibility
  29. 29. Reimagine Your Luxury Real Estate website 1. Start with a video that highlights your market expertise • Highlight hand-curated listings for buyers • Highlight access to unique investors for sellers 2. Insists that clients “apply” • Maybe even offer to help non-luxury clients find the perfect agent for them 3. Publish comprehensive marketing report for download
  30. 30. Step 2: Identify Thought Leaders
  31. 31. Types of Thought Leaders 1. Journalists (local, real estate, luxury, etc.) 2. Partners (architects, designers, stagers, etc.) 3. Academics 4. Quality Vendors 5. Leaders of Passion Projects
  32. 32. Yachts
  33. 33. Miami Art
  34. 34. Leverage Twitter Lists
  35. 35. Important: Most influential Thought Leaders cut through the noise of social by only following other thought leaders who are engaging with them
  36. 36. Step 3: Create Curation System
  37. 37. Start with Simple Curation 1. Prepare “sharable” content & tag relevant thought leaders (10 min/day) 2. Leave comments on a regular basis (20 min/week)
  38. 38. Keep Top of Mind with Referral Partners
  39. 39. Step 4: Create Keystone Content
  40. 40. Types of Keystone Content 1. Prepare regular byline in a local publication 2. Write a book 3. Create “state of the market” report 4. Host a podcast relevant to a passion project 5. Produce local events that target referral partners
  41. 41. Look for Opportunities to Engage Referral Partners 1. Instagram: Weekend’s Can’t Miss Art Exhibits in NYC 2. Interview: Private Art Collections of Miami 3. Book: Yachting Execs Explain doing it right 4. Event: Monthly Wine Tasting 5. Video: Sommelier of the Hamptons
  42. 42. Part 5: Next Steps
  43. 43. Do It Myself: Action Plan Short-term plan: •Develop initial list of 10 to 15 thought leaders • Post sharable content from those thought leaders each day • Occasionally drop in to leave comments Longer-term Plan: • Revamp website to ooze thought leadership • Build out a keystone content strategy
  44. 44. Do It For Me: Alliance of Thought Leaders 1. Identify relevant and active thought leaders 2. Generate 10 social posts / week that engage with relevant thought leaders 3. Work with you to prepare one piece of thought leadership content to be featured in relevant publications each month 4. Develop keystone content plan (events, podcast series, quarterly reports, etc.) 5. Work with developers to rebuild your website to focus on building credibility
  45. 45. Questions? Dustin Luther
 Founder: Alliance of Thought Leaders
 Twitter: @tyr
 Email: dustin@dustinluther.com


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