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Win Listingsand ConvertBuyers with Facebook   (Part 4)
Burke Smith – Career Highlights       • Chief Communications Officer at HSA Home         Warranty       • Founder of YourN...
Brian Geick – Career Highlights        • Graduate from UW-Madison        • Marketing and Logistics at WSDC        • Market...
Live Tweet             Follow Us
HSA Social Media Resources
IE Users
Contact Your Rep!•   Webinar Notes•   Recording•   Slides•   www.onlinehsa.com
Recap •   Pages vs Profiles vs Groups •   Creating a Page •   Invite Friends & Share Your Page •   Basic Recommendations •...
Recap •   Recommendations Box •   Exporting & Inviting Email Contacts •   Custom Facebook URL •   Add Apps To Your Page • ...
Recap• Targeted Posts
Recap• Instant Insights
Customizing Tabs•   Order•   Picture (111 x 74)•   Name•   Uninstall                      (111 px)                        ...
Adding Your Website
QR Codes• http://qrcode.kaywa.com/• http://www.qrstuff.com/• http://goqr.me/                    =
Text to Like
Monitoring Your Presence
Facebook Updates
Operation Unlike• Facebook has deleted over 300,000  illegitimate (fake) accounts over the past 2  weeks
Facebook Offers Not Free
Facebook Stats• There are over 1 billion active users on  Facebook that spend an average of six  hours and 35 minutes per ...
Facebook Stats• Social media users who receive  excellent customer service from brands  spend on average 21% more than non...
Facebook Stats• A new study by Lab42 found that people prefer  Facebook Pages to brand websites.• Why?   – 75% feel more c...
Facebook Stats
What is Edge Rank?
The News Feed• What you see when you  log in to Facebook• Updates from friends and  pages you have liked• 96% of your fans...
Edge Rank
Edge Rank
Edge Rank
Edge Rank
Factors of Edge Rank
Affinity
AffinityInteractions
Affinity• Affinity is one way  — Interacting heavily with another user will increase    the chance of their stories appear...
Weight
WeightWeight=(Type of Post + Interactions)
Weight • Engagement also factors into the posts weight. A   plain text post with multiple likes and comments can   carry m...
Time Decay
Time Decay(Older = Less Relevant) Relevance                Time 
Maximizing EdgeRank    • Keep it short        – Posts between 100 and 250 characters get 60%          more likes, comments...
Example• Photo album with a link
Maximizing EdgeRank    • Ask for what you want        — Asking simple opinion-driven questions or “fill-in-             th...
Maximizing EdgeRank• Be relevant, but not pushy  — Posts related to, but not directly about your    brand perform best. Fo...
Responding to Complaints• 1) Have a plan ready  – Know who will handle complaints  – Have an immediate yet personal respon...
Responding to Complaints• 3) Respond quickly  – The longer you wait the more people will join the    conversation• 4) Mess...
Responding to Complaints• Initial Comments:                         “Their word is not as good                         as ...
Responding to Complaints                        Restored my faith inRenewing our contract    customer service
Doing it Right
Contact Your Rep!•   Webinar Notes•   Recording•   Slides•   www.onlinehsa.com
Coming up
Win PrizesPost on our page and be entered into      our monthly fan drawing
HSA Update
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Winning Listings and Converting Buyers With Facebook Part 4

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Edge Rank is the secret algorithm Facebook uses to determine who sees the content you're posting. Understanding how Edge Rank orders posts is the single most important factor for increasing your reach and the impressions that your page makes. 98% of your fans don't come back to your page to view your posts which means your only way of reaching them is in their newsfeed. Don't miss this webinar!

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Winning Listings and Converting Buyers With Facebook Part 4

  1. 1. Win Listingsand ConvertBuyers with Facebook (Part 4)
  2. 2. Burke Smith – Career Highlights • Chief Communications Officer at HSA Home Warranty • Founder of YourNetCoach, Founder of ipayOne, Executive Team at Prudential California Realty • Licensed California Broker & Real Estate Coach/Consultant/Trainer • Personally responsible for over 1000 closed real estate transactions • Featured on CNN & in the New York Times • Nominated 2 years in a row Inman Innovator of the YearClients have closed over $25 billion in residential real estate!
  3. 3. Brian Geick – Career Highlights • Graduate from UW-Madison • Marketing and Logistics at WSDC • Marketing and Promotions at ESPN Radio • Social Media Intern at Monona Terrace • IT and Social Media Consultant at American Family Insurance • Social Media Specialist at HSA Contact:Hi! Phone: 608-798-6001 ext. 6410 Email: Brian.Geick@onlineHSA.com
  4. 4. Live Tweet Follow Us
  5. 5. HSA Social Media Resources
  6. 6. IE Users
  7. 7. Contact Your Rep!• Webinar Notes• Recording• Slides• www.onlinehsa.com
  8. 8. Recap • Pages vs Profiles vs Groups • Creating a Page • Invite Friends & Share Your Page • Basic Recommendations • New Posting Features – Highlight, Pin, Milestones
  9. 9. Recap • Recommendations Box • Exporting & Inviting Email Contacts • Custom Facebook URL • Add Apps To Your Page • Add a Facebook Link To Your Email Signature
  10. 10. Recap• Targeted Posts
  11. 11. Recap• Instant Insights
  12. 12. Customizing Tabs• Order• Picture (111 x 74)• Name• Uninstall (111 px) (74 px)
  13. 13. Adding Your Website
  14. 14. QR Codes• http://qrcode.kaywa.com/• http://www.qrstuff.com/• http://goqr.me/ =
  15. 15. Text to Like
  16. 16. Monitoring Your Presence
  17. 17. Facebook Updates
  18. 18. Operation Unlike• Facebook has deleted over 300,000 illegitimate (fake) accounts over the past 2 weeks
  19. 19. Facebook Offers Not Free
  20. 20. Facebook Stats• There are over 1 billion active users on Facebook that spend an average of six hours and 35 minutes per month on the network• 33% of Facebook users have purchased an item they saw on their news feed or a friend’s wall. (Source: Ipsos)
  21. 21. Facebook Stats• Social media users who receive excellent customer service from brands spend on average 21% more than non- social customers• 55% of consumers share their purchases socially on Facebook, Twitter, Pinterest and other social sites. Especially large purchases
  22. 22. Facebook Stats• A new study by Lab42 found that people prefer Facebook Pages to brand websites.• Why? – 75% feel more connected to the brand on Facebook and 35% say they feel brands listen to them more.
  23. 23. Facebook Stats
  24. 24. What is Edge Rank?
  25. 25. The News Feed• What you see when you log in to Facebook• Updates from friends and pages you have liked• 96% of your fans aren’t coming back to your page to view posts.
  26. 26. Edge Rank
  27. 27. Edge Rank
  28. 28. Edge Rank
  29. 29. Edge Rank
  30. 30. Factors of Edge Rank
  31. 31. Affinity
  32. 32. AffinityInteractions
  33. 33. Affinity• Affinity is one way — Interacting heavily with another user will increase the chance of their stories appearing on your newsfeed but your stories won’t necessarily appear on theirs
  34. 34. Weight
  35. 35. WeightWeight=(Type of Post + Interactions)
  36. 36. Weight • Engagement also factors into the posts weight. A plain text post with multiple likes and comments can carry more combined weight than a photo post with no engagement despite their initial weights.— Note: Sharing a link to a video does Not count as sharing a video
  37. 37. Time Decay
  38. 38. Time Decay(Older = Less Relevant) Relevance  Time 
  39. 39. Maximizing EdgeRank • Keep it short – Posts between 100 and 250 characters get 60% more likes, comments and shares than posts over 250 characters • Be visual – Posting photos, and videos get 120% and 100% more engagement respectively. – Tip: Try posting a link with a photo and add the article title and URL in the captionSource: www.postrocket.com
  40. 40. Example• Photo album with a link
  41. 41. Maximizing EdgeRank • Ask for what you want — Asking simple opinion-driven questions or “fill-in- the-blanks” will bring in 90% more engagement than the average post • Post Daily ― Remember that 96% of your fans aren’t coming back to your page to view posts. So posting frequently is the only way to consistently reach themSource: www.postrocket.com
  42. 42. Maximizing EdgeRank• Be relevant, but not pushy — Posts related to, but not directly about your brand perform best. For example, if you’re a muffin shop posts should be about recipes and baking tips – not politics, religion or cats• Be timely — Test out different times to find what works best for your audience then stick with them
  43. 43. Responding to Complaints• 1) Have a plan ready – Know who will handle complaints – Have an immediate yet personal response ready• 2) Don’t delete negative comments – Chances are they’ll post again only more upset – There are various other venues for them to use (Twitter, Google+, Blogs, ect)
  44. 44. Responding to Complaints• 3) Respond quickly – The longer you wait the more people will join the conversation• 4) Message the customer directly – Give them an email to contact you• 5) Ask the customer to remove the post, or comment after a resolution is reached• 6) In extreme cases ban the user – Posts that are hostile, profane, or derogatory
  45. 45. Responding to Complaints• Initial Comments: “Their word is not as good as the paper its written on!” “Do not purchase ANYTHING from “Im in the process of HSA!!!!” making a blog about my horrible experience and will post my whole ordeal”
  46. 46. Responding to Complaints Restored my faith inRenewing our contract customer service
  47. 47. Doing it Right
  48. 48. Contact Your Rep!• Webinar Notes• Recording• Slides• www.onlinehsa.com
  49. 49. Coming up
  50. 50. Win PrizesPost on our page and be entered into our monthly fan drawing
  51. 51. HSA Update

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