Social Media Plan Of Action For Real Estate Brokers

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Doug Devitre presents his Social Media Plan Of Action For Real Estate Brokers and how to build organizational value using low cost methods to the Greater Tampa Association of REALTORS.

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Social Media Plan Of Action For Real Estate Brokers

  1. 1. Social Media  Plan of Action for Brokers “Building Organization Value  Using Low Cost Methods” By Doug Devitre
  2. 2. Broker Social Media Plan of Action Broker Social Media Plan of Action Create  Integrate feeds Integrate feeds Budget accounts Assign  Tracking  Broker manual  responsibilities performance f policy
  3. 3. Broker Budget 2.0 Broker Budget 2 0
  4. 4. Your Return on Investment Your Return on Investment Value Vl Cost Ct
  5. 5. Budget Item Resource Set up Fee/mths. Snag‐It S It www.TechSmith.com T hS ith $49 N/A Camtasia www.TechSmith.com $299 N/A Fujitsu ScanSnap www.NewEgg.com $450 N/A Adobe professional Included N/A Efax www.Efax.com $0 $15 Self‐Hosted WordPress blog g www.GoDaddy.com y $ $80 $ $5 Digital video camera www.FlipVideo.com $199 N/A Podcast www.Hipcast.com $0 $10 Digital Camera www.NewEgg.com $300 $ N/A USB video camera www.Logitech.com $100 N/A IDX solution  www.Wolfnet.com $700 $150 Total $2177 $180
  6. 6. Snag It Snag‐It
  7. 7. Camtasia
  8. 8. Fujitsu ScanSnap
  9. 9. Adobe Acrobat Professional Adobe Acrobat Professional
  10. 10. Self Hosted WordPress blog Self‐Hosted WordPress blog
  11. 11. Digital Video Digital Video Camera
  12. 12. Podcast
  13. 13. USB video camera USB video camera
  14. 14. Create Social Media Accounts Create Social Media Accounts
  15. 15. Create these accounts Create these accounts Google Accounts • www.WordPress.com • www.FeedBurner.com • www.WidgetBox.com • www.Linkedin.com www Linkedin com • www.Twitter.com • www.Flickr.com • www.Box.net www Box net • www.FaceBook.com • www.FriendFeed.com • www.SlideShare.net • www.Plugoo.com • www.YouTube.com • http://Del.icio.us • www.MyBlogLog.com •
  16. 16. Appendix A  Social Media Template Appendix A – Social Media Template You Work  Contact  Summary Education About Me Personal Experience settings Activities &  Associations Positions Websites Summary  Movies Societies Additional  Honors Summaries Phone #s Interests Music notes Specialties Email Activities Books Influences
  17. 17. Google Accounts Google Accounts www.Gmail.com www Gmail com • http://Docs.Google.com • http://Calendar.Google.com h //C l d G l • http://www.google.com/reader • http://GoogleAnalytics.com •
  18. 18. Why www.Gmail.com Why www.Gmail.com • Dedicate one email address to all social media Dedicate one email address to all social media  sites • Use for Use for  – Registrations –PPasswordsd – Notifications  – Google alerts – Blog comment approval 
  19. 19. Why http://Docs.Google.com Why http://Docs.Google.com • Collaborate on management documents in Collaborate on management documents in  real time • Publish documents to the web Publish documents to the web • Registration forms and surveys • Budgeting • Contact lists • Maps
  20. 20. Why http://Calendar.Google.com Why http://Calendar.Google.com Embed into website Embed into website • Invite guests • RSS feed SS f d • Types of calendars • – Office schedule – Training – Company events – Birthdays  y
  21. 21. Why http://www.google.com/reader Why http://www.google.com/reader • Supervise online activity by Supervise online activity by  subscribing to your own feeds  and categorize feeds into folders. and categorize feeds into folders Company  Social media Calendar Education News • YouTube • Company  • Prospecting • New listings events • FriendFeed • Selling g • Market  • Office  statistics • Twitter • Blogs by  calendar niche • Education • Facebook • Social Media • Downloads • Event recaps Event recaps • Del.icio.us Del icio us • Slideshare
  22. 22. Why http://GoogleAnalytics.com Why http://GoogleAnalytics.com • Does your site track statistics? Does your site track statistics? – Monthly unique visitors – Favorite links clicked Favorite links clicked – Referring URLs –S t Sent email messages il – SEO keywords
  23. 23. FREE Become the industry leader Member relationships  Member relationships Internal collaboration  Knowledge management  Recruitment  Recruitment Test ideas or products  Rank high in search engines. 
  24. 24. Why RSS? Why RSS? Read quickly from several sources Receive information in one location R i if ti i l ti Publish information in several places Publish information in several places One set up required One set up required Maintain loyal consumers y
  25. 25. Reader vs. Publisher Reader vs. Publisher Reader Publisher • Reads •Write content •Subscribe •Publish •Unsubscribe Unsubscribe •Distribute Distribute
  26. 26. Ways to View RSS Feed Ways to View RSS Feed •Sent to  •Google inbox ib •Yahoo •Newsgator N t Email E il Reader Rd
  27. 27. Steps to Creating Steps to Creating Blog Select blog  Design  Create blog  Choose  name Template settings authors Handling  Creating  Set schedule  Categories comments entries for entries Favorite  Adding  Managing  Marketing  Links Widgets risk the blog
  28. 28. Do you have time to blog? Do you have time to blog?
  29. 29. Multiple Authors Multiple Authors Broker owner Bk • Managing broker • Transaction coordinator • Marketing coordinator • Administrator • Relocation • Agents •
  30. 30. Managing Broker Authoring Managing Broker Authoring Motivational quotes Motivational quotes • New policy change • Recruiting messages ii • Industry news •
  31. 31. Agent Authoring Agent Authoring • Upcoming office events • New listings and open  houses • Market statistics
  32. 32. Staff Authoring Staff Authoring • Service provider changes • Contracts and forms • MLS changes and  correspondence p • Marketing manager • Relocation
  33. 33. Set Recurring Appointment in Outlook Set Recurring Appointment in Outlook
  34. 34. Time Release Entry Time Release Entry
  35. 35. Why www.WordPress.com Why www.WordPress.com Create self hosted blog Create self hosted blog • 100% customizable • Embeddable widgets and IDX feed b dd bl id d fd • Built in RSS feed • Pages, posts, and multimedia • Authorized users upload content Authorized users upload content • Easy to use •
  36. 36. Advantages of FeedBurner Advantages of FeedBurner • Readers subscribe to Readers subscribe to  feed by email • Readers subscribe in Readers subscribe in  RSS reader • Track subscriber count Track subscriber count • Track multiple feeds  within profile within profile • Optimize feed using  other social media sites other social media sites
  37. 37. www.LinkedIn.com  www.LinkedIn.com Create profile p • Finding contacts • Add connections • Choose websites • Recommendations • Group discussions • Q&A • Add applications Add li i • RSS •
  38. 38. Create LinkedIn Create LinkedIn Profile Name, title, industry Name, title, industry • Current position • Past employment Past employment • Education • Summary S • Specialties • Public profile • Key word heavy •
  39. 39. Add Connections Add Connections
  40. 40. Finding Contacts on LinkedIn Finding Contacts on LinkedIn
  41. 41. Choose Websites Choose Websites
  42. 42. Recommendations
  43. 43. Group Discussions Group Discussions
  44. 44. Q&A
  45. 45. Add Applications Add Applications www.WordPress.com www WordPress com • www.Box.net • www.SlideShare.Net Slid Sh • www.Amazon.com •
  46. 46. Read Network Updates Using RSS Read Network Updates Using RSS
  47. 47. www.Twitter.com
  48. 48. www.Twitter.com  www.Twitter.com Create a Profile Create a Profile • Follow People • Followers ll • Twitter Feed • Publishing your Twitter feed •
  49. 49. Create a Profile Create a Profile Name • Username • Picture i • Website • Online bio • Location • Background •
  50. 50. Follow People • Find people on Twitter Find people on Twitter • Click on Follow
  51. 51. Followers
  52. 52. www.Flickr.com  www.Flickr.com Create a profile Create a profile • Upload photos • Titles, descriptions, and tags il d ii d • Photostream • Create photo sets • Batch and organize photos Batch and organize photos •
  53. 53. Create a Profile Create a Profile
  54. 54. Upload Photos Upload Photos
  55. 55. Titles, Descriptions, and Tags Titles, Descriptions, and Tags • Titles • Descriptions • Tags
  56. 56. Photostream
  57. 57. www.Box.Net Create a profile Create a profile • Create folders • Upload files l d fil • Sharing documents by email  • and hyperlinks • Embed widget to blog or  g g website
  58. 58. Documents by Folder Documents by Folder Buyers Sellers Marketing Company Broker disclosure Broker disclosure Flyer templates Broker policy manual Buyer presentation Listing contract Postcard templates Referral agreements Buyer agency agreement Listing presentation PowerPoint  Training exercises Loan application Homeowner  templates Company roster Sample sales contract warranty Business card  Company logos Homeowner warranty Condo supplement template Press releases Sellers forwarding  Sellers forwarding MLS listing sheet MLS listing sheet Social media  Social media address Lock box  template Title and survey  authorization List of suppliers authorization Flood letter Signs and riders Inspection notice I i i Moving checklist Mi h kli Custom design C di Moving checklist Utility transfer Utility transfer Vendor list Vendor list Relocation package p g Relocation package
  59. 59. Box.net Folders Box.net Folders • Share documents by hyperlink • Embed folder into blog Share documents by hyperlink Embed folder into blog • Share folders by hyperlink • Folders contain more  documents
  60. 60. Sharing Documents Sharing Documents
  61. 61. Embed Widget to a Blog or Website Embed Widget to a Blog or Website <embed  e bed src=quot;http://www.box.net/s tatic/flash/box_explorer.sw f?widgetHash=2t04hfpk40 f? d h hf k &cl=0quot; width=quot;460quot;  height= 345 height=quot;345quot;  wmode=quot;transparentquot;  type=quot;application/x‐ yp pp shockwave‐ flashquot;></embed>
  62. 62. Facebook Pages for  and Groups By Doug Devitre http://www.DougDevitre.com
  63. 63. Why Use Facebook for Broker? Why Use Facebook for Broker? FREE • Works with email, instant messaging, and RSS • 10% of agents using FB as communication tool 0% f i ii l • Multimedia and extra applications available • Marketing and advertising company benefits • Increase the transparency of company Increase the transparency of company • Young leader participation in brokerage •
  64. 64. Facebook Page vs. Group Facebook Page vs. Group Facebook Page bk Facebook Group bk • Members join as fans • Members join as members • Fan pages are visible to  • Better for group discussions unregistered people • Officers to facilitate and  • Better for long term Better for long term  regulate discussion regulate discussion relationships • Cannot add extra  • Add extra applications applications • Vi i Visitor statistics ii • Li i d 3 000 Limited to 3,000 members b • Message delivered to status  • No visitor statistics update, not emails • Message delivered to FB Message delivered to FB  • Unlimited number of fans message inbox
  65. 65. Create a Facebook Page Create a Facebook Page 1. Choose applications at  bottom left 2. Select Ads and Pages 3. Create Page 3C tP
  66. 66. Create a Facebook Page Create a Facebook Page 1. Choose Professional Choose Professional  Service 2. Create Page g
  67. 67. Edit Page Edit Page Profile picture • Basic info • Detailed info • Discussion Boards Discussion Boards • Events • Set up  Notes • preferences for  • Photos each section Videos • Wall W ll • More applications • Settings g •
  68. 68. Facebook Page Tools Facebook Page Tools Reviews Notes N Photos Videos Information Discussions Wall Event Calendar
  69. 69. Benefits of Events of Events • Advertise upcoming Advertise upcoming  schedule • Promote registration Promote registration  website • See who is vs. who’s See who is vs. who s  not attending • Share photos, videos, Share photos, videos,  notes, and links of  upcoming events
  70. 70. Events: Step 1 Event Info Events: Step 1 Event Info Event Name Event Name • Tagline • Event type Event type • Description • Start and end time Start and end time • Location provides map • Contact information Contact information •
  71. 71. Events: Step 2 Customize Class Events: Step 2 Customize Class Picture for event Picture for event • Bring friends? • Show guest list? Show guest list? • Enable Wall • Photo settings Photo settings • Video settings • Posted items? Posted items? • Publicize in search •
  72. 72. Events: Step 3 Guest Events: Step 3 Guest List • Invite from: Outlook – Palm Desktop – .csv – LinkedIn –
  73. 73. Benefits of Notes of Notes • Post links from Post links from  other websites • Import RSS feeds Import RSS feeds  into Facebook •SStatus updates  d automatic
  74. 74. Import a Blog Using RSS Import a Blog Using RSS Blog feed Blog feed • Google Calendar feed • Twitter feed Twitter feed • Each entry appears on  • status updates status updates • Links back to content  site  – (blog, calendar, etc.) Insert  blog feed blog feed
  75. 75. RSS feed for Posted Notes RSS feed for Posted Notes • Users can subscribe Users can subscribe  to any posted  Facebook notes  Facebook notes using published RSS  feed. feed
  76. 76. Learning Objectives Learning Objectives Create free online profile at www.FriendFeed.com. Locate participation using existing social media online  profiles. Create an RSS feed from online activity. Publish RSS feed onto blog or website using widgets.
  77. 77. Create account at www.FriendFeed.com Create account at www.FriendFeed.com
  78. 78. Add Social Media Profiles Add Social Media Profiles
  79. 79. Available Social Websites Available Social Websites Choose  frequently  q y used
  80. 80. www.SlideShare.net Create a profile Create a profile • Upload presentations • My Slideshows Slid h • Share presentations • Create a slideshow  • Presentation Pack
  81. 81. Create a Profile Create a Profile
  82. 82. Upload Presentations Upload Presentations
  83. 83. My Slideshows My Slideshows
  84. 84. Share Presentations Share Presentations
  85. 85. www.YouTube.com  www.YouTube.com Create profile • Design the Channel • Upload video Upload video • Marketing videos • Playlists Pl li t • Favorites • Subscriptions • Custom video players •
  86. 86. Create a YouTube profile a YouTube profile • Select username Select username • Enter password
  87. 87. Design the Channel the Channel Channel info • Channel design • Organize videos O i id • Performer info •
  88. 88. Upload Video Upload Video
  89. 89. Marketing videos Marketing videos
  90. 90. Embed HTML Source Code Embed HTML Source Code Source Code  S Cd selected Paste  CTRL‐V
  91. 91. Create a Background Create a Background
  92. 92. Playlists
  93. 93. Set Up Playlists Set Up Playlists
  94. 94. Favorites
  95. 95. Subscriptions
  96. 96. Custom Video Players Custom Video Players
  97. 97. www.DougDevitre.com
  98. 98. Integrate RSS Feeds Integrate RSS Feeds
  99. 99. Integrate RSS Feeds Integrate RSS Feeds • Identify feeds from Identify feeds from  multiple social  networks • Subscribe to RSS feeds •OOrganize feeds into  i f di folders • Cross publish feeds
  100. 100. Example RSS Feeds Example RSS Feeds Blog og • Blog comments • YouTube  YouTube • Twitter • Slideshare • Flickr • FriendFeed • Del.icio.us • Google Calendar Google Calendar •
  101. 101. Blog • http://feeds2.feedburner.com/lkwoodrealestate
  102. 102. Locate Twitter RSS Feed Locate Twitter RSS Feed http://twitter.com/statuses/user_timeline/23900486.rss htt //t itt /tt / ti li /23900486
  103. 103. Locate SlideShare RSS Feed Locate SlideShare RSS Feed http://www.slideshare.net/rss/user/lkwoodrealestate
  104. 104. Locate Flickr RSS Feed Locate Flickr RSS Feed http://api.flickr.com/services/feeds/photos_public.gne ?id=36274634@N06&lang=en‐us&format=rss_200
  105. 105. Locate FriendFeed RSS Feed Locate FriendFeed RSS Feed http://friendfeed.com/lkwoodrealestate?format=atom
  106. 106. Locate Del.icio.us Feed Locate Del.icio.us Feed • http://feeds.delicious.com/v2/rss/lkwoodrealestate?count=15 htt //f d d li i / 2/ /lk d l tt? t 15
  107. 107. Google Calendar Google Calendar 1. 2. 3. 3 http://www.google.com/calendar/feeds/lkwood h // l / l d /f d /lk d realestate%40gmail.com/public/basic
  108. 108. www.WidgetBox.com Choose  Blog  1. Feed Paste  feed link  location 2.
  109. 109. Edit Widget Box Properties Edit Widget Box Properties 2. 1. Edit  Layout
  110. 110. Get Widget Box Get Widget Box 1. Publish feed to  website using HTML  2. source code
  111. 111. Paste to Blog HTML Editor Paste to Blog HTML Editor Open up  Widgets  Widgets 4. Tab 5. Paste HTML  source code
  112. 112. See Example at www.DougDevitre.com See Example at www.DougDevitre.com
  113. 113. Assign responsibilities Assign responsibilities
  114. 114. Assign Responsibilities Assign Responsibilities Content Tool Exposure • Videos • YouTube • Facebook • Pictures • Flickr • Friendfeed •E t Events • Bl Blog • Bl Blog • Blog  • Twitter • Website entries • Slideshare • Widgets g • Listings • Del.icio.us • RSS Record R d Publish P bli h Promote P
  115. 115. Responsibilities by Action Responsibilities by Action Record Publish Promote • Write • Upload p • Badges g • Capture • Optimize • Feeds • Film • Hyperlink • Widgets
  116. 116. Videos Record Promote • Record video listings • Video testimonials • RSS feeds • Recruiting • Website • Training • Blog • Motivation • Custom Player Publish • Edit videos Edit videos • Upload to TubeMogul
  117. 117. Pictures Capture Promote • Listing pictures • RSS feeds • Client pictures • Website •EEvent photos h • Bl Blog • Royalty‐free • Listings Publish • Upload to MLS • Upload to blog • Upload to Flickr
  118. 118. Events Promote Schedule • RSS feeds • Training events • Website • Open houses p • Blog g • Office meetings • Email invitation Publish • Google calendar
  119. 119. Blog Entries Blog Entries Create Promote • New listings • RSS feeds • Event recaps • Twitter • Market statistics • Facebook • Add multimedia • Friendfeed Publish • Post to blog • Categorize • SEO pack
  120. 120. Listings Promote • RSS feeds Create • Website • Blog • Marketing remarks • Social media sites Social media sites • Upload to MLS Upload to MLS • Syndicated sites • Digital documents Publish • MLS • REALTOR.com • vFlyer • Blog entry
  121. 121. Create Widgets for Website/Blog Create Widgets for Website/Blog www.WidgetBox.com www.FriendFeed.com
  122. 122. Badges/Widgets Facebook Slideshare LinkedIn Twitter FriendFeed Box.net
  123. 123. Badges/Widgets
  124. 124. Tracking Performance Tracking Performance
  125. 125. Tracking Performance Tracking Performance Blog YouTube Flickr Slideshare Twitter Facebook
  126. 126. Blog Statistics Blog Statistics Google  Feedburner Compete MyBlogLog Analytics
  127. 127. YouTube
  128. 128. Slideshare Views
  129. 129. Twitter Counter Twitter Counter
  130. 130. Facebook Fans Facebook Fans
  131. 131. Broker Manual Policy Broker Manual Policy
  132. 132. Broker Manual Policy Broker Manual Policy Choose which profiles  agents can use Social media time  management Broker waiver of liability Disclosure of  Di l f participation Risk reduction
  133. 133. Choose Which Profiles Agents Can Use Choose Which Profiles Agents Can Use • Each site has its own purpose Each site has its own purpose • Discuss imputed knowledge •CCopyright and trademark  ih dd k violations of logo • Mandatory vs. optional  connection to broker
  134. 134. Social Media Time Management Social Media Time Management Identify common time wasters Identify common time wasters • Time saving strategies • Publish feeds to deliver content bli h f d d li • Personalizing messages • Increase conversion rate • Prospecting • Renewing referrals •
  135. 135. Broker Waiver of Liability Broker Waiver of Liability • Each agent must sign a broker waiver of Each agent must sign a broker waiver of  liability that states agents participation is not  mandatory and that they assume the liability  mandatory and that they assume the liability for all statements, pictures, and multimedia. • Broker must seek legal counsel for drafting Broker must seek legal counsel for drafting  this document and final approval of broker  policy manual. policy manual
  136. 136. Disclosure of Participation Disclosure of Participation • States that brokers States that brokers  participate in a listed  directory of social media  directory of social media sites and how the agents  can upload, share, and  can upload share and deliver these services to  benefit the clients. benefit the clients
  137. 137. Risk Reduction Risk Reduction • Identify common areas of concern and list the Identify common areas of concern and list the  ways to prevent them in the future. • These include: These include: – Code of Ethics –F i h i Fair housing – Copyright – Trademark – Legal 
  138. 138. Broker Social Media Plan of Action Broker Social Media Plan of Action Create  Integrate feeds Integrate feeds Budget accounts Assign  Tracking  Broker manual  responsibilities performance f policy
  139. 139. 非常感謝, どうも, shukrān, tak,  Merci, danke, ευχαριστώ, mahalo, grazie,  M id k ώ hl i Dzięki, спасибо, gracias, Thank you!  http://www.DougDevitre.com

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