Social Media for Brokers: LinkedIn

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An introduction to the use of LinkedIn for commercial real estate brokers and marketers. Co-presented with Barbi Reuter, RPA of Cushman & Wakefield | PICOR Commercial Real Estate.

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  • Barbi Reuter, RPA is a principal and founding member of Cushman & Wakefield | PICOR, a full service brokerage and management firm serving Tucson, Southern Arizona, and the state of Sonora, MexicoShe is responsible for C&W | PICOR’s operations, research, finance, marketing and social media activities and serves as Associate and Designated BrokerBarbi edits the firm’s blog: “PICOR Connect: Trends in Commercial Real Estate”She is active in industry and community leadership, through Commercial Real Estate Women (CREW), Arizona Town Hall, Greater Tucson Leadership, many years of service to Building Owners & Managers Assocation (BOMA International) and board work for youth charities and arts organizations.
  • External communications manager for CoStar GroupResponsible for media and public relations, social media, digital content strategy and internal/external trainingJoined CoStar in October after spending years in professional services marketing for law firms and marketing agenciesHave held leadership positions in the DC chapter of AMA and Social Media Club
  • A word – LinkedIn is in the process of updating its interface so my screen looks slightly different from Barbi’s
  • 65% of B2B companies that answered Hubspot’s survey as part of The State of the Inbound Marketing said that they have acquired a customer through LinkedIn – March 2012
  • InMail = method of sending a message to someone you are not connected toLead Builder works whether or not you are connected to a profile
  • Forget about your title, tell people what you actually doStatus updates aren’t only for Facebook and Twitter!
  • Skills & Expertise is becoming increasingly important when it comes to helping users identify professionals with specific skill sets on LISkills & Expertise are both clickable and searchable – make sure people can find you based on your capabilities
  • Available in the “Tools” link on the footer of the LinkedIn website
  • Barbi is going to go into this in greater depth so I won’t spend too much time here
  • Social Media for Brokers: LinkedIn

    1. 1. Social Media for Brokers:LinkedIn June 26, 2012
    2. 2. Today’s Presenters Barbi Reuter, Angela Brown RPA External Communications Principal Manager Cushman & Wakefield CoStar Group | PICOR Commercial Real Estate
    3. 3. Today’s Presenters Barbi Reuter, RPA Principal Cushman & Wakefield | PICOR Commercial Real Estate picor.com facebook.com/PICORcres @PICORcres @BarbiReuter linkedin.com/in/barbireuter blog.picor.com/ gplus.to/barbireuter
    4. 4. Today’s Presenters Angela Brown External Communications Manager CoStar Group, Inc. costar.com facebook.com/CoStarGroup @TheCoStarGroup @angelambrown linkedin.com/in/angelambrown Youtube.com/costargroup gplus.to/CoStarGroup
    5. 5. HousekeepingRecording and slidesA link to a recording of today’s presentation will be availabletomorrow – keep an eye on your inboxes for the link and a PDFof today’s presentationQuestionsQuestions will be addressed at the end, but you may submitthem at any time both through gotomeeting and TwitterTwitterPlease use the hash tag #CoStarSocial when live-tweetingduring this program or submitting questions via Twitter. Sendquestions to @TheCoStarGroup.
    6. 6. DisclaimerAll information provided is based on the bestresearch available to CoStar. CoStar providesno guarantees concerning the effectiveness ofthe methods or advice presented herein.
    7. 7. What We’ll CoverLinkedIn… …for brokers What you can do with  Testimonial: Is it worth your LinkedIn time? Which account type is  Nailing your strategy right for you?  Do’s and don’ts Is your profile up to par?  Getting engaged Third-party apps  Next-level networking: Navigating groups Recommendations Building your network  Testimonial: Group participation
    8. 8. LinkedIn…
    9. 9. Quick Facts About LinkedIn 161+ million users in over 200 countries and territories 87 million monthly visitors 61% of companies have acquired a customer through LinkedIn LinkedIn, more than any other social media site, is driving customers for B2B organizations 80% of LinkedIn members influence business decisionsSources: LinkedIn website, June 2012;Hubspot’s The State of Inbound Marketing, March 2012
    10. 10. What Can You do with LinkedIn? Build your personal brand Promote your company Expand your network Become a thought leader Generate and nurture leads
    11. 11. Which Account Type is Right for You?
    12. 12. Which Account Type is Right for You? LinkedIn currently offers four premium account types for: – Business Users – Recruiters – Job Seekers – Sales Pros
    13. 13. Which Account Type is Right for You?Basic Free Ideal for lightweight LinkedIn use Simpler, more limited search capabilitiesBusiness $24.95 - $99.95/mo More powerful search with higher results and premium filters Ideal for open, aggressive networking and research See full list of who’s viewed your profileSource: LinkedIn website, June 2012
    14. 14. Which Account Type is Right for You?Sales $19.95 - $99.95/mo Similar to Business, but entry level option does not offer InMail Offers “Lead Builder,” which allows you to create and save lists of prospectsSource: LinkedIn website, June 2012
    15. 15. Which Account Type is Right for You?Think about… Your individual and business needs – what is your role within the company? How open do you want your network to be? How often do you need to connect with people outside your network? What are you trying to achieve? Who do you want to connect with? How might your needs change in the future?
    16. 16. Is Your Profile Up to Par?
    17. 17. Is Your Profile up to Par? Did you spend enough time setting up your profile? A good rule of thumb is to spend at least two hours on initial set up.
    18. 18. Is Your Profile up to Par? Have an informative headline (be specific) Use an appropriate photo Keep your status up to date Make sure education and work info are complete and current Take advantage of opportunities to highlight other sites Use a custom URL
    19. 19. Is Your Profile up to Par? The summary statement, specialties and skills & expertise fields give more context to who you are – what is your skill set? What territories do you cover? Fill the “Specialties” and “Skills & Expertise” sections with keywords and phrases that you want associated with you and your areas of expertise
    20. 20. Third-party Applications
    21. 21. Third-party Applications LinkedIn has partnered with companies such as WordPress, TripIt and Microsoft to develop free applications to help users enhance their profiles A new way to define and showcase what you and your business have to offer Best for business: WordPress, SlideShare, BlogLink and Box.net
    22. 22. Third-party Applications
    23. 23. Bonus: LinkedIn Productivity ToolsOutlook Connector Build your network from frequent contacts Manage your LinkedIn contacts in OutlookLotus Notes Widget Get your email and LinkedIn updates all in one place Quickly learn more about people who send you email Search for people you want to contact and work with Share your status, see what your connections are working onSharing Bookmarklet Share webpages to LinkedIn from your browser
    24. 24. Navigating Groups
    25. 25. Navigating GroupsGroups are a great way to build visibility andmake new connections, but… The simple act of joining a group won’t get you very far You can join up to 50, but only join as many as you can actively participate in One or two are better than ten The CoStar CRE Forum is a great place to start!
    26. 26. Navigating GroupsFeeling things out Understand that it’s a process – joining a group won’t result in closing a deal right away Read the group rules in the top right corner – is promotional activity allowed?
    27. 27. Navigating GroupsFeeling things out Take a look at the group stats (right side) – is the group active? Who are its members? Observe first – participate where appropriate and take time to build trust with other members
    28. 28. Navigating GroupsBecoming an active participant Target the most active discussions in the group for the most visibility Wait until you’ve spent some time participating in top discussions before starting your own Study the most popular posts – what do people respond to? Add value – respond to existing comments, provide an insight or opinion or ask a thought-provoking question
    29. 29. Building Your Network
    30. 30. Building Your Network Start with professional contacts you know and trust
    31. 31. Building Your Network Make the effort – include a personal note when you send invitations to connect Follow up with new connections - send a personal note back when you accept an invitation Have a goal in mind – what types of professionals do you want to connect with? Why? Did you just return from an event? Take action with those business cards (and be timely)
    32. 32. Building Your Network Are you asking for an introduction or connecting with someone you don’t know personally? Explain the mutual benefit. Take advantage of introductions but tread lightly - the most effective intro tactic is to pick up the phone Connect with purpose – focus on quality, not quantity
    33. 33. Building Your NetworkRemember the social media golden rule:Take online relationships offline for maximumbenefit.
    34. 34. Summary
    35. 35. Summary Make sure your profile is complete and professional Keep your profile and your updates current Get involved in groups but don’t go crazy Make note of group rules and stats before you join Listen first before engaging in groups Actively pursue new connections but make it personal and avoid spam Take online relationships offline for maximum benefit
    36. 36. …for brokers
    37. 37. A Word About “Experts”
    38. 38. Value PropositionIs this worth my time? Industrial user requirement – found via Search State Commerce Authority – connection resulted in event attendance/key listing tours Presentation opportunity – lunch/learn on CRE 10,000 sf law firm – tenant rep via Groups
    39. 39. Know Your StrategyWhat do I want to accomplish? Visibility and credibility Lead generation Thought leadership Branding Network growth Research Track competition
    40. 40. The Do’s Engage3 Be consistent & authentic Follow traditional rules of – Networking – Communication – Business etiquette Give credit to sources
    41. 41. The Don’ts Post listings Be a taker – give back Spam (groups, individuals) Over automate
    42. 42. Engage! Consistency over frequency Status updates – personal, company, groups Comment and like – keep discussions active LinkedIn Answers LinkedIn Polls Springboard to personal contact
    43. 43. Connections “People You May Know” – Always personalize ask Second degree connections Accepting invitations – which? Connecting with competitors – should I? When do I disconnect?
    44. 44. ConnectionsContacts > Add connections > People You May Know
    45. 45. Recommendations Quality over quantity Strike while the iron is hot Client testimonials over co-workers Personalize requests Make it easy Reciprocate Handling requests
    46. 46. Search and Research277% more effective for lead gen than Facebook& Twitter for B2B Powerful search tool – Prospecting – Basic vs Premium accounts Company research Who can introduce you?
    47. 47. Search and Research
    48. 48. Get Your Group OnTop source of referrals to PICOR Connect
    49. 49. Get Your Group On Types of groups to target  Location centric  Prospect’s business  Associations/networks  Companies
    50. 50. Get Your Group OnHow to interact  Two way  Discussions & polls  Be relevant and user-focused  Respect group rules  Control digest frequency
    51. 51. Get Your Group On
    52. 52. Summary
    53. 53. Recap Focus and target – Will this activity drive business? – Will it expand my network? – Can we help each other? He that gives… Resources – HubSpot – How To Guides – WindMill Networking – LinkedIn Category – Social Media Examiner – LinkedIn tag – YouTube – “InTips” playlist on LinkedIn Channel
    54. 54. Questions?

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