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Inman 7 2010 alex chang


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Roost CEO, Alex Chang's presentation on social media strategies at Inman SF 2010.

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Inman 7 2010 alex chang

  1. 1. TBYT…or… Why & How to Focus on Facebook Presented by: Alex Chang, CEO Roost July 14, 2010, Real Estate Connect SF
  2. 2. 1. Social Media - What to focus on?
  3. 3. 2. Why Facebook <ul><li>There’s a fundamental platform shift underway – Google to Facebook </li></ul><ul><li>Facebook US usage is 4-5x Twitter </li></ul><ul><li>Social Networking opens up much more interesting ROI opportunities than SEO (think referrals) </li></ul><ul><li>Your agents are on Facebook today </li></ul>
  4. 4. 3. Your goal is to drive word of mouth referral deals...3 strategies to hit it <ul><li>1. Establish your brand as a trusted expert </li></ul><ul><li> - Constantly reinforce that image through consistent work </li></ul><ul><li>2. Grow your network </li></ul><ul><li>- The size of your network (“Likers” and “Friends”) dictates the size of your audience </li></ul><ul><li>3. Create engagement </li></ul><ul><ul><ul><li>Posts that get “Liked”, “Shared” & “Commented” reverberate past your network and achieve the above </li></ul></ul></ul><ul><ul><ul><li>High velocity of bad posts have a NEGATIVE effect (Hides, UnFriend/Unlike) </li></ul></ul></ul>
  5. 5. 4. Metrics and measurement are your friends (even if not perfect) <ul><li>Set simple goals to start! </li></ul><ul><ul><li># Friends/“Likers” </li></ul></ul><ul><ul><li># of posts/day </li></ul></ul><ul><ul><li>% posts that engagement (get shared, Liked, commented) </li></ul></ul><ul><li>Begin to think about how to tie to deals (tag the “lead source”) </li></ul><ul><li>Track & Measure! </li></ul><ul><li>Learn, recalibrate, optimize </li></ul>
  6. 6. 5. Eat your own dogfood <ul><li>Only those who consume Social Media understand how to leverage it </li></ul><ul><li>Use it in your personal life, or you’re eating fake dog food </li></ul><ul><li>Yes, this applies to your Agents too. Good news is they’re already doing it </li></ul>
  7. 7. 6. Three insider’s tips <ul><li>Understand “EdgeRank” </li></ul><ul><li>- This is the algorithm used to determine what posts make it into the “Top News” stream </li></ul><ul><li>- Hint – it’s about engagement </li></ul><ul><li>Leverage the “Open Graph” on your website & blog </li></ul><ul><li>- Add “Like” buttons to posts to get them into FB </li></ul><ul><li>Facebook Insights is getting better all the time </li></ul><ul><li>- Start to develop a competency for Facebook’s free analytics tool, “Insights” it will pay off </li></ul>
  8. 8. 7. We’re here to help <ul><li>Roost offers free and premium social tools to brokers and agents </li></ul><ul><li>We also offer customized agent training on behalf of our broker partners </li></ul><ul><li>We are passionate about this and happy to chat anytime, even if you’re not a customer </li></ul>
  9. 9. 8. Contact us <ul><li>FB </li></ul><ul><li>Tw @Roost </li></ul><ul><li>Email [email_address] </li></ul><ul><li>My email [email_address] </li></ul><ul><li>My Tw @AlexChangSF </li></ul>