Keeping Up with Search, Social and Mobile - 2014 RE/MAX R4 Convention

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Today’s technology is moving at an insane pace. Slow it all down with Erica Campbell Byrum, Director of Social Media for Homes.com, as she explores consumer trends and the implications in search, social, mobile and your online reputation. 

This presentation was given at the 2014 RE/MAX R4 Convention in Las Vegas. #remaxr4

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Keeping Up with Search, Social and Mobile - 2014 RE/MAX R4 Convention

  1. 1. Keeping Up with Search, Social and Mobile Erica Campbell Byrum Director of Social Media Homes.com & ForRent.com @ericacampbell
  2. 2. Agenda • Mobile First! • Search Is Morphing with Social • Visual Storytelling Comes into Focus bitly.com/EricaCampbellByrum @ericacampbell
  3. 3. Mobile First!
  4. 4. Mobile First! The mega trend of the 21st century is empowerment of people via connected devices. - Mary Meeker @ericacampbell
  5. 5. Mobile First! 61% Of smartphone users access social media on their mobile device. - Edelman Digital @ericacampbell
  6. 6. Mobile First! People who use phones and tablets to access the Internet will outnumber those who use a PC by 2015. - Mary Meeker @ericacampbell
  7. 7. Mobile In The Middle Mobile technology and behavior is at the center of the current digital ecosystem, including web, social and search. -Edelman Digital @ericacampbell
  8. 8. Mobile First! 29% of Americans say their phone is the first and last thing they look at every day. People are always connected. - Qualcomm @ericacampbell
  9. 9. Optimize Content Across Channels 90% of people use multiple screens sequentially. - Google @ericacampbell
  10. 10. Optimize Content Across Channels 61% of mobile searchers who land on a nonoptimized site will immediately leave the site and return to Google to find one that is more readable. - Google @ericacampbell
  11. 11. Local Mobile Search One half of all local searches are conducted on mobile. People search while on the move. - Microsoft @ericacampbell
  12. 12. Time on Devices Increasing On average, Americans spend 2.7 hours socializing on mobile devices. Fish where the fish are. - Microsoft @ericacampbell
  13. 13. Mobile Search Converts to Purchase 90% of mobile searches lead to action, 50% lead to a purchase. - Search Engine Land @ericacampbell
  14. 14. Search Is Morphing with Social
  15. 15. The Convergence of Search & Social @ericacampbell
  16. 16. Create content that people will have an incentive to share. @ericacampbell
  17. 17. Social Media + Content Marketing = @ericacampbell Killer SEO
  18. 18. Google Integrates with Social Your Google+ presence will affect your SEO rankings @ericacampbell
  19. 19. Bing Integrates with Social @ericacampbell
  20. 20. Social Signals Social in the Top 10: Google+ Facebook Shares Facebook Comments Facebook Likes Pinterest Tweets @ericacampbell
  21. 21. Social Signals @ericacampbell
  22. 22. 92% of consumers worldwide trust recommendations from friends and family more completely. Search engines, as a result, have begun to shift to factor a searcher's social connections into their results. - Nielsen @ericacampbell
  23. 23. @ericacampbell
  24. 24. @ericacampbell
  25. 25. eBook: Maximizing Your Online Reputation (This can help.) Download bit.ly/remaxebook @ericacampbell
  26. 26. Content Marketing & Repurposing @ericacampbell
  27. 27. Content is fire, Social Media is gasoline. - Jay Baer @ericacampbell
  28. 28. Visual Storytelling Comes Into Focus
  29. 29. Social Media Influences Purchase 85% of users say social networks help them decide what to purchase. -IBM, Generation C Study @ericacampbell
  30. 30. Facebook & Google+ @ericacampbell
  31. 31. Add Visual Content 5x Higher engagement on visual content on Facebook. Pictures are easier to digest in the newsfeed. -Edelman Digital @ericacampbell
  32. 32. Cover Photo @ericacampbell
  33. 33. Incorporate Photos & Videos into Posts @ericacampbell
  34. 34. Add Listings via Posts & Facebook Tab @ericacampbell
  35. 35. Infographics & Checklists @ericacampbell
  36. 36. Facebook & Google+ Tips • Share content that makes your brand stick • Post info that relates to first-time buyers/sellers, home renters, empty nesters, etc. • Ask clients to visit your Facebook Business Page and Google+ Page for valuable info @ericacampbell
  37. 37. Instagram @ericacampbell
  38. 38. Instagram Stories about locations told through compelling & beautiful photos & videos @ericacampbell
  39. 39. Stats @ericacampbell
  40. 40. Anatomy of an Instagram Profile (Mobile) Profile Pic Company Name, Profile, URL Photos @ericacampbell Followers & Following
  41. 41. How It Works • • • • • • Snap a photo with your mobile phone Choose from 20 different filters to transform the image Tag the photo with a Foursquare location Include a message and use hashtags ‘Like’ and comment on posts from other users Search the site and app to discover content @ericacampbell
  42. 42. Filter Options @ericacampbell
  43. 43. Filter Options Before @ericacampbell After
  44. 44. Import Video From Library & Filter Options @ericacampbell
  45. 45. 10 Photo & Video Ideas with Instagram @ericacampbell
  46. 46. 1. Contact Information @ericacampbell
  47. 47. 1. Contact Information @ericacampbell
  48. 48. 2. Listings @ericacampbell
  49. 49. 2. Listings @ericacampbell
  50. 50. 3. Open Houses & Events @ericacampbell
  51. 51. 3. Open Houses & Events @ericacampbell
  52. 52. 4. Staging @ericacampbell
  53. 53. 5. Sold Homes @ericacampbell
  54. 54. 5. Sold Homes @ericacampbell
  55. 55. 6. Closing/Happy Client @ericacampbell
  56. 56. 6. Closing/Happy Client @ericacampbell
  57. 57. 7. Behind the Scenes @ericacampbell
  58. 58. 8. Neighborhoods & Views @ericacampbell
  59. 59. 9.Sneak Peek of Upcoming Listings @ericacampbell
  60. 60. 10. Restaurants/Local @ericacampbell
  61. 61. Share Your Photos & Videos @ericacampbell
  62. 62. Postagram @ericacampbell
  63. 63. Photo Editing Apps • • • • • • Picktochart (Infographics) Picmonkey (Text) Picframe (Multiple photos) Phonto (Text) Flipagram (Photo videos) Rhonna Designs (Text/Designs) @ericacampbell
  64. 64. Instagram Tips • • • • Start sharing photos of your listings Add a filter that complements the home Take close-up shots of key features Use hashtags in your comments #RealEstate #ShortSale #Foreclosure #ReducedPrice #LuxuryRealEstate @ericacampbell
  65. 65. Pinterest @ericacampbell
  66. 66. @ericacampbell
  67. 67. @ericacampbell
  68. 68. Source: Pinterest
  69. 69. @ericacampbell
  70. 70. Why Is Pinterest So Powerful? Lead Gen SEO Traffic Link Referral @ericacampbell Social Sharing
  71. 71. Source: Pew Internet & American Life Project @ericacampbell
  72. 72. @ericacampbell
  73. 73. 10 Pinterest Board Ideas @ericacampbell
  74. 74. 1. Introduce the Team @ericacampbell
  75. 75. 2. Showcase Listings @ericacampbell
  76. 76. 3. Customer Testimonials @ericacampbell
  77. 77. 4. Lifestyle Content • Seasonal Boards • Home Décor – – – – Small spaces Closets Kitchens Wine cellars • Recipes • Hobbies – Fashion/Style – Luxury Cars – Sports • Landscaping • Crafts/DIY Projects @ericacampbell
  78. 78. 5. Local • Cities/Neighborhoo ds • Dining Guide • Shopping • Nightlife • Events • Entertainment • Schools • Local Businesses • Beauty/Spas • Professional/Home Services @ericacampbell
  79. 79. 6. Real Estate Advice & Insight @ericacampbell
  80. 80. 7. Video • Home Tours • Neighborhood Tours • Home Inspection Finds • Décor for Small Spaces • Client/Agent Interviews • Listings @ericacampbell
  81. 81. 8. Open Houses @ericacampbell
  82. 82. 9. Marketing Ideas @ericacampbell
  83. 83. 10. Staging Ideas @ericacampbell
  84. 84. See, It Works! Sold within 6 days of being on Pinterest!! @ericacampbell
  85. 85. Pinterest Tips • Remember, Pinterest is for engaging and creating the ideal lifestyle • Evoke ‘Pinspiration’ with your pins • Pin it, and they will come • Use words like: dream home, perfect space, ideal kitchen • Include hashtags for search @ericacampbell
  86. 86. Homes.com Social @ericacampbell
  87. 87. Social Management • Set up of 7 social networks • 1 post per day across 3 social networks • 3 Facebook apps plus branding @ericacampbell
  88. 88. Social Listening: Reputation Manager • Monitor online visibility, reviews, mentions, social and competitive share of voice @ericacampbell • Verification for 3 local directories
  89. 89. Social Broadcaster Create posts for your social networks, including listings and open houses – all from one login! @ericacampbell
  90. 90. Social Wall Automatically have your Facebook, Twitter and LinkedIn updates post directly to your website. @ericacampbell
  91. 91. bitly.com/EricaCampbellByrum Erica Campbell Byrum Director of Social Media Homes.com & ForRent.com @EricaCampbell Erica Campbell Byrum /EricaCampbellByrum /EricaCampbellByrum /EricaCampbellByrum /EricaCByrum @ericacampbell

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