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CoStar Webinar-Social Media for Brokers


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CoStar Webinar-Social Media for Brokers

  1. 1. Social Media for Brokers February 29, 2012
  2. 2. Today‟s Panelists Richard Simonelli Coy Davidson Angela Brown Director Strategic Senior Vice President External Communications Colliers International Communications CoStar Group – Houston Manager CoStar Group
  3. 3. Today‟s Panelists Richard Simonelli Director, Strategic Communications CoStar Group, Inc. @TheCoStarGroup
  4. 4. Today‟s Panelists Coy Davidson Senior Vice President Colliers International – Houston @CoyDavidsonCRE
  5. 5. Today‟s Panelists Angela Brown External Communications Manager CoStar Group, Inc. @TheCoStarGroup @angelambrown
  6. 6. HousekeepingRecording and slidesA link to a recording of today’s presentation will be availablelater todayQuestionsQuestions will be addressed at the end, but you may submitthem at any timeTwitterPlease use the hash tag #CoStarSocial when tweeting aboutthis program or submitting questions via Twitter
  7. 7. What We‟ll CoverSocial Media… Myths and Misconceptions Content strategy Who should own your presence?…for brokers Raising visibility online The broker’s social toolkit Account management tools
  8. 8. Social Media…
  9. 9. Myths and Misconceptions
  10. 10. Myths and Misconceptions Only young people use social media Social media is intended to be a substitute for face-to-face interaction There are too many platforms to use – I can’t keep up It takes too much time It’s too risky It’s useful for raising awareness, but not for selling or building meaningful relationships
  11. 11. Social Media Overload Know your audience…and competition Have a clear set of goals and objectives Weigh your options against your resources Don’t be afraid to fail Ignore the noise
  12. 12. Content Strategy
  13. 13. Content StrategyLinkedIn Business-oriented Great for a business and its individual employees More formal tone Used for outreach, competitive intelligence, sharing information and thought leadership Appropriate for sharing articles and other content related to a given industry or topic Lower levels of engagement
  14. 14. Content StrategyTwitter Informal, but used regularly across the business world Intended for concise, frequent updates Useful for connecting with business connections and the media, research, thought leadership and driving website traffic Appropriate for sharing articles, corporate news, cross posting of offsite content High engagement
  15. 15. Content StrategyFacebook Popular for its large user base and branding/advertising opportunities Also less formal but widely embraced by businesses Ideal for sharing industry information, interactive content (images, video) and promotions High engagement
  16. 16. Content StrategyYouTube Strictly for video content Could be used for everything from company updates and media interviews to building tours Labor and resource intensive for high-quality video Lower levels of engagement
  17. 17. Content StrategyBlogging Gives businesses and individuals the ability to self-publish Ideal for thought leadership and media engagement Create and share content driven by your market/area of expertise Level of engagement driven by content
  18. 18. Content StrategyGoogle+ Relatively large user base, but limited number of active users High impact on search Very experimental for brands Ideal for sharing highly interactive content such as images, graphics and video
  19. 19. Content StrategyRemember that you‟re creating and curatingfor the web – throw the rules of traditionalcontent development out the window.
  20. 20. Who Owns Your Presence?
  21. 21. Managing Your Presence (and Time)Outsourcing saves time, but… It can be costly You can miss out on industry and business expertise – no one knows your business better than an employee Authenticity is key, and hard to get with a vendor Getting approvals to post content can reduce efficiencies
  22. 22. Instead… Only use the platforms you have the capacity to use effectively Use third-party tools to help you figure out when to post and schedule posts accordingly Set aside time each today to check your accounts, respond to followers and curate content Develop a content calendar – and stick to it Have a documented policy and content strategy Iterate and evaluate – if you aren’t gaining traction, move on
  23. 23. Your Internal Manager Should Be… Passionate about social media Able to think like a journalist Creative and detail-oriented Proficient in traditional and digital marketing Well versed in your overall marketing strategy A news junkie Mobile Data-oriented
  24. 24. …for brokers
  25. 25. Raising Visibility Online
  26. 26. Raising Visibility Online Do you need to actively build an online presence… … or are you feeling lucky?
  27. 27. Raising Visibility Online79% of C-level executives conduct three Internetsearches per day Source: Forbes | Insights in association with Google
  28. 28. If a client orpotential customer“Googles” you…What will they find?
  29. 29. The Broker‟s Social Toolkit
  30. 30. Social Toolkit Hub & Spoke Model Your blog or website serves as the hub and the various social networks are outposts
  31. 31. Social Toolkit
  32. 32. LinkedIn Link to an articleConnect yourother socialaccounts andwebsite 1 update per day
  33. 33. LinkedIn Participate in groups Use apps for a complete profile
  34. 34. Twitter What do I Tweet? Not Always CRE 10 – 20 Tweets Per Day
  35. 35. Facebook – Newsletter 2.0 2-5 Updates per Day Content Curation
  36. 36. Facebook Newsfeed
  37. 37. YouTube
  38. 38. How Much Time do I Spend? 1-2 hours per day:  30+ minutes posting to Twitter, Facebook, LinkedIn and Google+ and responding to messages and comments  30 minutes involves scanning information sources for content  Evenings and weekends are for writing blog posts “The biggest objection I typically hear is, „I don‟t have time for social media.‟ I think the real meaning of that is, „I don‟t think it‟s worth the time.‟ There are tools to be time efficient and avoid spending hours upon hours with social media.”
  39. 39. Account Management Tools
  40. 40. Hootsuite Manage Twitter & other social networks from one dashboard
  41. 41. Google Reader Plug your news, favorite blogs and information sources into one place
  42. 42. LinkedIn News
  43. 43. Facebook Newsfeed
  44. 44. Take Advantage of Mobile Tools Having breakfast, during lunch time, sitting in a client’s lobby. These are opportune times to get your social networking done.
  45. 45. Summary
  46. 46. Summary Only join what you can effectively manage Have a clear set of goals and objectives in mind before you get started Choose your platforms with purpose – you don’t have to join every site Diversify your content - most of your clients and prospects don’t want to read about commercial real estate 100% of the time Don’t post your listings – there are services for that and that’s where people go to view them
  47. 47. Summary Understand the differences among channels and post accordingly Don’t overdo the self promotion - try to add some value with your content Pay attention to the frequency of industry tweets - Twitter is a great news source if you follow the #CRE hash tag. However, don’t share a story that has already been shared repeatedly. Take advantage of third-party tools and the mobile web to help you manage your account and maximize your tweets
  48. 48. Questions? Use your GoTo Webinar module to submit a question Tweet a question using #CoStarSocial