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Email And Web Marketing On Steroids

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Email And Web Marketing On Steroids

  1. 1. Email and Web Marketing on Steroids <ul><li>by Doug Devitre </li></ul>
  2. 2. Consumers Want Information NOW! <ul><li>Text messaging </li></ul><ul><li>Email </li></ul><ul><li>Blogging </li></ul><ul><li>Podcasting </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul>
  3. 3. What stops email from being received?
  4. 4. Problem #1 Junk Email [34,543,345]
  5. 5. Problem #2 Email Messages We Send To: YourMember@YourMember.com Subject: Sign up Today! Blogging Effectively Tuition $69 members, $79 non-members Register Online at www.YourAssociation.com Next Month, 2009 – 9 am to 4pm Your Association of REALTORS® 123 Main Street City, State, Zip Code Sign up today for our next class at our association because we are lonely and like warm bodies. You do have to pay but we will keep you entertained while Doug will dance on his head for warm smiles. To: YourMember@YourMember.com Subject: Sign up Today! Power Prospecting and Renewing Referrals Using Social Media Tuition $69 members, $79 non-members Register Online at www.YourAssociation.com Next Month, 2009 – 9 am to 4pm Your Association of REALTORS® 123 Main Street City, State, Zip Code Sign up today for our next class at our association where we can try to get you to volunteer for more committees and donate money to RPAC. To: YourMember@YourMember.com Subject: Sign up Today! Build Organizational Value Using Low Cost Methods Tuition $69 members, $79 non-members Register Online at www.YourAssociation.com Next Month, 2009 – 9 am to 4pm Your Association of REALTORS® 123 Main Street City, State, Zip Code If you don’t sign up for our next class we will not be disappointed because we already have too much to do anyways and your registration gives me more work. To: YourMember@YourMember.com Subject: Sign up Today! Increase Profits Via Email/Web Marketing Tuition $69 members, $79 non-members Register Online at www.YourAssociation.com Next Month, 2009 – 9 am to 4pm Your Association of REALTORS® 123 Main Street City, State, Zip Code Please sign up for this class NOW or I will come find you and drag you by the hair to get here. We can stop by the ATM and you can pay me direct. NO excuses!
  6. 6. Problem #3 Email Server Email Server Email Software Outlook Gmail Email Server Email Software Outlook Gmail <ul><li>Server says SPAM </li></ul><ul><li>Wrong email address </li></ul><ul><li>Server time out </li></ul><ul><li>Software says SPAM </li></ul><ul><li>Filtered to junk mail </li></ul><ul><li>User never opened </li></ul>
  7. 7. Problem #4 Too Many Emails (45,323,534,322,243)
  8. 8. Problem #5 Unsubscribe
  9. 9. Email Signature <ul><li>www.DougDevitreDelivers.com </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>314.496.5973 cell </li></ul><ul><li>314.754.8302 fax </li></ul><ul><li>1213 Oakleaf Drive </li></ul><ul><li>St. Louis, MO 63119 </li></ul><ul><li>Join my network on LinkedIn: http://www.linkedin.com/in/dougdevitre </li></ul><ul><li>Be my friend on Facebook http://www.Facebook.com/dougdevitre </li></ul><ul><li>Follow me on Twitter http://twitter.com/dougdevitre </li></ul>
  10. 10. Steps to Creating an Email Sig <ul><li>Start on a Microsoft Word document </li></ul><ul><li>Adjust formating </li></ul><ul><li>Insert hyperlinks </li></ul><ul><li>Copy to clipboard </li></ul><ul><li>Paste into email software </li></ul>
  11. 11. Multiple Email Signatures <ul><li>Thank you for contacting me </li></ul><ul><li>Should I follow up with you? </li></ul><ul><li>Thanks for visiting my open house </li></ul><ul><li>Personal </li></ul><ul><li>Representing another organization </li></ul><ul><li>Email signature with vCard </li></ul>
  12. 12. 9 Steps to Email Marketing Build database Create market segments Create messages Send messages Auto-responders Surveys Track sent messages Re-evaluate Send messages.
  13. 13. What to put into your email message? <ul><li>Articles </li></ul><ul><li>Videos </li></ul><ul><li>PowerPoint presentations </li></ul><ul><li>Online documents </li></ul>
  14. 14. Articles = Blog Posts by Email <ul><li>Every post is its own web page </li></ul><ul><li>Web pages can be inserted as hyperlinks </li></ul><ul><li>Video, audio, PowerPoint, pictures, and forms </li></ul><ul><li>Receive updates by RSS reader or email. </li></ul>
  15. 15. Marketing videos
  16. 16. Link to Email Message Link to http://www.youtube.com/watch?v=pT7XslW5F8s
  17. 17. Add PDF to Email
  18. 18. http://sourceforge.net/projects/pdfcreator / 1. 2.
  19. 19. Print Document as PDF 1. 2. 3.
  20. 20. www.Box.net
  21. 22. Make Hyperlink 1. 2.
  22. 23. Add PowerPoint Presentations to Email
  23. 24. Upload Presentations 1. 2. 3.
  24. 25. Share PowerPoint 1. 2. 3.
  25. 26. PowerPoint Hyperlink http://www.slideshare.net/dougdevitre/improving-the-transparency-of-realtor-associations-presentation Copy Hyperlink
  26. 27. The Ultimate Email Marketing Piece YouTube video PDF Download Hyperlink Blog post
  27. 28. www.Flickr.com <ul><li>Create a profile </li></ul><ul><li>Upload photos </li></ul><ul><li>Titles, descriptions, and tags </li></ul><ul><li>Photostream </li></ul><ul><li>Create photo sets </li></ul><ul><li>Batch and organize photos </li></ul>
  28. 29. Create a Profile
  29. 30. Upload Photos
  30. 31. Titles, Descriptions, and Tags <ul><li>Titles </li></ul><ul><li>Descriptions </li></ul><ul><li>Tags </li></ul>
  31. 32. Photostream
  32. 33. SlideShow Share <ul><li>Picture 9 </li></ul>
  33. 34. What is the right tool? <ul><li>Blog </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Delicious </li></ul><ul><li>Hipcast </li></ul><ul><li>SlideShare </li></ul><ul><li>Box.net </li></ul><ul><li>Ping.fm </li></ul>
  34. 35. www.YouTube.com <ul><li>Create profile </li></ul><ul><li>Design the Channel </li></ul><ul><li>Upload video </li></ul><ul><li>Marketing videos </li></ul><ul><li>Playlists </li></ul><ul><li>Favorites </li></ul><ul><li>Subscriptions </li></ul><ul><li>Custom video players </li></ul>
  35. 36. Create YouTube P rofile <ul><li>Select username </li></ul><ul><li>Enter password </li></ul>
  36. 37. Design the Channel
  37. 38. Upload Video
  38. 39. Title, Tags, and Description
  39. 40. Marketing videos
  40. 41. Create a Background
  41. 42. Playlists
  42. 43. Playlists and Custom Players
  43. 44. Custom Video Players
  44. 45. What is the right tool? <ul><li>Blog </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Delicious </li></ul><ul><li>Hipcast </li></ul><ul><li>SlideShare </li></ul><ul><li>Box.net </li></ul><ul><li>Ping.fm </li></ul>
  45. 46. www.SlideShare.net <ul><li>Create a profile </li></ul><ul><li>Upload presentations </li></ul><ul><li>My Slideshows </li></ul><ul><li>Share presentations </li></ul><ul><li>Create a slideshow Presentation Pack </li></ul>
  46. 47. Create a Profile
  47. 48. Upload Presentations
  48. 49. My Slideshows
  49. 50. Share Presentations
  50. 51. Create a Slideshow Presentation Pack
  51. 52. What is the right tool? <ul><li>Blog </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Delicious </li></ul><ul><li>Hipcast </li></ul><ul><li>SlideShare </li></ul><ul><li>Box.net </li></ul><ul><li>Ping.fm </li></ul>
  52. 53. www.Box.Net <ul><li>Create a profile </li></ul><ul><li>Create folders </li></ul><ul><li>Upload files </li></ul><ul><li>Sharing documents by email and hyperlinks </li></ul><ul><li>Embed widget to blog or website </li></ul>
  53. 54. Documents by Folder Buyers Sellers Marketing Company Broker disclosure Buyer presentation Buyer agency agreement Loan application Sample sales contract Homeowner warranty Sellers forwarding address Title and survey authorization Inspection notice Moving checklist Utility transfer Vendor list Relocation package Broker disclosure Listing contract Listing presentation Homeowner warranty Condo supplement MLS listing sheet Lock box authorization Flood letter Moving checklist Utility transfer Vendor list Relocation package Flyer templates Postcard templates PowerPoint templates Business card template Social media template List of suppliers Signs and riders Custom design Broker policy manual Referral agreements Training exercises Company roster Company logos Press releases
  54. 55. Box.net Folders <ul><li>Share documents by hyperlink </li></ul><ul><li>Share folders by hyperlink </li></ul>
  55. 56. Sharing Documents
  56. 57. Embed Widget to a Blog or Website <ul><li><embed src=&quot;http://www.box.net/static/flash/box_explorer.swf?widgetHash=2t04hfpk40&cl=0&quot; width=&quot;460&quot; height=&quot;345&quot; wmode=&quot;transparent&quot; type=&quot;application/x-shockwave-flash&quot;></embed> </li></ul>
  57. 58. What is the right tool? <ul><li>Blog </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Delicious </li></ul><ul><li>Hipcast </li></ul><ul><li>SlideShare </li></ul><ul><li>Box.net </li></ul><ul><li>Ping.fm </li></ul>
  58. 59. http://Ping.fm
  59. 60. http://Ping.fm
  60. 61. Where does it go? <ul><li>Facebook </li></ul><ul><li>Linkedin </li></ul><ul><li>Blog </li></ul><ul><li>Website </li></ul><ul><li>Email </li></ul><ul><li>RSS reader </li></ul><ul><li>Friendfeed </li></ul><ul><li>Widgetbox </li></ul>
  61. 62. www.FriendFeed.com
  62. 63. Add Social Media Profiles
  63. 64. Available Social Websites <ul><li>Choose frequently used </li></ul>
  64. 65. Friend Feed RSS Feed
  65. 66. What is a Blog? <ul><li>A website on steroids </li></ul><ul><li>Involves committed writers to post articles on a regular basis </li></ul><ul><li>Most frequent entries appear at the top </li></ul><ul><li>Categorized </li></ul><ul><li>Easy to use </li></ul>
  66. 67. Why Blog? FREE Become the industry leader Member relationships Internal collaboration Knowledge management Recruitment Test ideas or products Rank high in search engines.
  67. 68. Become the Market Leader
  68. 69. Build Customer Relationships
  69. 70. Media Relations
  70. 71. Internal Collaboration
  71. 72. Knowledge Management
  72. 73. Recruitment
  73. 74. Test Ideas or Products
  74. 75. Rank High in Search Engines
  75. 76. Blog Example
  76. 77. Features of Blogs <ul><li>Title </li></ul><ul><li>Post </li></ul><ul><li>Page </li></ul><ul><li>Comments </li></ul><ul><li>Permanent links </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Widgets </li></ul><ul><li>Categories </li></ul><ul><li>Plugins </li></ul><ul><li>Membership </li></ul>
  77. 78. Categories <ul><li>Which topics will you write about the most? </li></ul><ul><li>Which geographic regions do you represent? </li></ul><ul><li>What areas of real estate do you specialize? </li></ul>
  78. 79. Search for Tags Home Condo Land Resort For sale Villa Lot Lake front Selling Loft Acreage Mountain Property Townhome Zoning Golf Homes PUD Survey Time share
  79. 80. Tag, You’re It! <ul><li>A tag is a key word </li></ul><ul><li>Used to search entries </li></ul><ul><li>Specific to each entry </li></ul><ul><li>Which tags are more important to your business? </li></ul><ul><li>How will consumers find you? </li></ul>
  80. 81. Favorite Links <ul><li>Each blog has favorite links of other blogs or websites </li></ul><ul><ul><li>www.YourName.com </li></ul></ul><ul><ul><li>www.YourCompany.com </li></ul></ul><ul><ul><li>www.YourCity.com </li></ul></ul><ul><ul><li>www.CitySchools.com </li></ul></ul><ul><ul><li>www.HUD.gov </li></ul></ul><ul><ul><li>www.ASHI.org </li></ul></ul>
  81. 82. Permanent Links <ul><li>Each page = web page </li></ul><ul><li>Each post= web page </li></ul><ul><li>Each category = web page </li></ul><ul><li>Each tag = web page </li></ul><ul><li>RSS feed = web page </li></ul>
  82. 83. Do you have time to blog?
  83. 84. Steps to Creating Blog Select blog name Design Template Create blog settings Choose authors Set schedule for entries Creating entries Handling comments Categories Favorite Links Adding Widgets Managing risk Marketing the blog
  84. 85. Why www.WordPress.com <ul><li>Create self hosted blog </li></ul><ul><li>100% customizable </li></ul><ul><li>Embeddable widgets and IDX feed </li></ul><ul><li>Built in RSS feed </li></ul><ul><li>Pages, posts, and multimedia </li></ul><ul><li>Authorized users upload content </li></ul><ul><li>Easy to use </li></ul>
  85. 86. Feedburner www.FeedBurner.com
  86. 87. Advantages of FeedBurner <ul><li>Readers subscribe to feed by email </li></ul><ul><li>Readers subscribe in RSS reader </li></ul><ul><li>Track subscriber count </li></ul><ul><li>Track multiple feeds within profile </li></ul><ul><li>Optimize feed using other social media sites </li></ul>
  87. 88. Integrate RSS Feeds <ul><li>Every blog post automatically updates: </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linkedin profile </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Plaxo </li></ul></ul><ul><ul><li>FriendFeed </li></ul></ul><ul><ul><li>RSS feed </li></ul></ul><ul><ul><li>Email subscribers </li></ul></ul>
  88. 89. Online Forms <ul><li>Must offer consideration of value </li></ul><ul><li>Auto-responder campaign for follow up </li></ul><ul><li>www.iContact.com </li></ul><ul><li>cForms WordPress plugin </li></ul>
  89. 90. Tracking Visitors <ul><li>www.Google.com/analytics </li></ul><ul><li>www.BudURL.com </li></ul><ul><li>www.UserTesting.com </li></ul><ul><li>www.CrazyEgg.com </li></ul>
  90. 91. 10 Ten Blog Must Haves
  91. 92. 10. Branded URL <ul><li>www.YourName.com </li></ul><ul><li>www.YourCompany.com </li></ul><ul><li>http://YourName.WordPress.com </li></ul><ul><li>http://YourName.WordPress.com </li></ul>
  92. 93. 9. Pages That Offer Value <ul><li>Special report downloads </li></ul><ul><li>Search for homes </li></ul><ul><li>Neighborhood profiles </li></ul><ul><li>Important community links </li></ul><ul><li>Downloadable resources </li></ul><ul><li>Client testimonials </li></ul>
  93. 94. 8. Relevant Blog Posts <ul><li>Time sensitive </li></ul><ul><li>Address hot topics </li></ul><ul><li>Frequently asked questions </li></ul><ul><li>Opinion of value </li></ul><ul><li>Specific to niche served </li></ul>
  94. 95. Frequency <ul><li>The more you blog the better you get </li></ul><ul><li>Stay on top of hot topics </li></ul><ul><li>Creates credibility. </li></ul>
  95. 96. 7. Disclaimer <ul><li>I agree to ask my supervising broker, REALTOR® Association, Real Estate commission, and/or attorney what the disclaimer should be that appears on the blog template stating _________________. </li></ul>
  96. 97. 6. Pictures <ul><li>Every post should have a picture </li></ul><ul><li>Must have rights to use pictures </li></ul><ul><li>Virtual tours </li></ul><ul><li>www.Animoto.com </li></ul><ul><li>www.Flickr.com </li></ul>
  97. 98. 5. Videos/Multimedia <ul><li>Embed into blog </li></ul><ul><li>Playlists </li></ul><ul><li>Custom Video Players </li></ul><ul><li>www.Ustream.TV </li></ul><ul><li>www.YouTube.com </li></ul><ul><li>www.TubeMogul.com </li></ul>
  98. 99. Google Earth
  99. 100. www.Animoto.com/RealEstate
  100. 101. 4. Widgets <ul><li>Social media widgets </li></ul><ul><li>Box.net widget </li></ul><ul><li>Presentation Pack Widget </li></ul><ul><li>Custom video players </li></ul><ul><li>www.WidgetBox.com </li></ul>
  101. 102. Example Widgets
  102. 103. 3. Comments <ul><li>Allow for comments </li></ul><ul><li>Read comments </li></ul><ul><li>Approve comments </li></ul><ul><li>Respond to comments </li></ul><ul><li>Delete comment forever </li></ul>
  103. 104. 2. Lead Generation <ul><li>Special reports </li></ul><ul><li>Calls to action </li></ul><ul><li>www.iContact.com </li></ul><ul><li>www.Feedburner.com </li></ul><ul><li>www.Box.net </li></ul><ul><li>www.AltosResearch.com </li></ul>
  104. 105. 1. RSS Subscription <ul><li>Promote RSS subscription feed visibly on all e-marketing </li></ul><ul><li>Promote RSS on print media </li></ul><ul><li>Track how many readers </li></ul><ul><li>Track how many clicked on links from RSS feed </li></ul>
  105. 106. Differentiate between blog providers blog providers
  106. 107. Questions to Ask... <ul><li>How much do you pay per month? </li></ul><ul><li>How much do you pay to make changes? </li></ul><ul><li>How much do you pay for hosting? </li></ul><ul><li>Do you own your own domain name? </li></ul><ul><li>Is your template customizable? </li></ul><ul><li>Do you need to know web design code? </li></ul><ul><li>Can you add your own HTML code? </li></ul>
  107. 108. Free WordPress Blog Hosting <ul><li>FREE </li></ul><ul><li>Do not pay to make changes </li></ul><ul><li>Do not pay for hosting </li></ul><ul><li>A .wordpress.com URL is assigned </li></ul><ul><li>Template is somewhat customizable </li></ul><ul><li>Do not need to know web design code </li></ul><ul><li>You can embed HTML code </li></ul>
  108. 109. Self-Hosted WordPress Blog <ul><li>You pay $5-40/month for the hosting </li></ul><ul><li>You pay only for custom design setup </li></ul><ul><li>You own your own domain name </li></ul><ul><li>The template is 100% customizable </li></ul><ul><li>You need to know code only for initial design or design can be outsourced </li></ul><ul><li>You can embed your own HTML code </li></ul>
  109. 110. Blog Software <ul><li>www.Wordpress.com </li></ul><ul><li>www.Blogger.com </li></ul><ul><li>www.ActiveRain.com </li></ul><ul><li>www.RealTownBlogs.com </li></ul>
  110. 111. Why Read Blogs? <ul><li>Be the first in the know </li></ul><ul><li>Learn and analyze new statistics quickly </li></ul><ul><li>Make decisions faster than the competition </li></ul><ul><li>Respond to hot topics quickly </li></ul><ul><li>Receive information anywhere </li></ul>
  111. 112. My First Experience Blogging <ul><li>Don’t give up yet. </li></ul><ul><li>It takes time to learn… </li></ul>
  112. 113. Handling Comments <ul><li>Types of comments </li></ul><ul><ul><li>SPAM </li></ul></ul><ul><ul><li>Acknowledgements </li></ul></ul><ul><ul><li>Clarification questions </li></ul></ul><ul><ul><li>Disagree </li></ul></ul><ul><ul><li>Negative or hurtful </li></ul></ul>
  113. 114. Ethical Issues and Risk Reduction Risk Reduction <ul><li>Fair housing </li></ul><ul><li>Diversity </li></ul><ul><li>Code of Ethics </li></ul>
  114. 115. Copyright Infringement <ul><li>Photos </li></ul><ul><li>Videos </li></ul><ul><li>Audio </li></ul><ul><li>Quotes </li></ul><ul><li>Articles </li></ul>
  115. 116. Misinterpretation <ul><li>I didn’t mean to say that </li></ul><ul><li>No one will see this </li></ul><ul><li>Negative comments </li></ul><ul><li>Overstated opinions </li></ul>
  116. 117. Abandonment <ul><li>Last blog post was 2 years ago </li></ul><ul><li>No response to comments </li></ul><ul><li>Not a worthy resource for others to return. </li></ul>
  117. 118. Types of Content <ul><li>Announcements </li></ul><ul><li>Stating facts </li></ul><ul><li>Opinions </li></ul>
  118. 119. Auto-Approve <ul><li>What comments would you auto-approve to your social media accounts? </li></ul><ul><li>Who would you approve to automatically publish comments? </li></ul>
  119. 120. Require Approval <ul><li>Blog posts </li></ul><ul><li>Political issues </li></ul><ul><li>Hot topics </li></ul>
  120. 121. www.Conduit.com
  121. 123. VIP Membership <ul><li>5 videos weekly that explain how to use tools you already own specific to real estate. </li></ul><ul><li>Weekly Downloadable PowerPoint presentation to edit, share, and use to present in your office, association, or workshops. </li></ul><ul><li>Monthly Webinar that explains advance concepts in real time allowing for question and answer specific to individual needs and video/audio archive of entire session. </li></ul><ul><li>Recent Blog Posts reminders of new thoughts, ideas, and concerns on the impact technology has on real estate. </li></ul><ul><li>Updates on Event Recaps of live sessions Doug Devitre presents at conventions, workshops, and seminars that include video, pictures, viewable PowerPoint presentations, handouts, etc. </li></ul>$19.95 /month $199 /year
  122. 124. 非常感謝 , どうも , shukrān, tak, Merci, danke, ευχαριστώ, mahalo, grazie, Dzięki, спасибо, gracias, Thank you! <ul><li>Negative Comments </li></ul><ul><li>Lose control over the message </li></ul><ul><li>Neglect </li></ul><ul><li>Misinterpretation of blogging culture </li></ul><ul><li>Presenting incorrect information </li></ul><ul><li>http://www.DougDevitre.com </li></ul>

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