Realtors, learn how Facebook can connectyou with more qualified prospects andhome buyers!Tips, tricks, techniques to grow your business!
IntroductionsChip LeakasSocial Media Coordinator@EmbracehomeloanMy BackgroundSince 1996, eCommerce andeMarketing Consultant with aspecialty in Social MediaMarketing since 2009
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Facebook Audience Poll750+m on Facebook!150+m in the US! Show of HandsShow of Hands 3.How many of you use1.How many of you are on or have: • LinkedINFacebook? • Twitter • Personal page? • Blog • Business page? • Both? 4.Power Users?2.Experience Level? How many of you have the Facebook or Twitter APP on yourBeginner | Advanced | Expert SmartPhone or iPad?
Today’s Agenda Session lasts 45 minutes followed by 15 minutes for questions & answers.• Facebook 101: The Basics • ‘Power Tools’ for Realtors• Marketing Objectives • Realtors - Display your listings• Target Marketing • Facebook Marketplace – free• Search and Power Search • LinkedIN, Twitter, Blogs• Content – ‘hyper local’ • Photos and Videos – tag!• Conversation – engagement • Facebook phonebook• Facebook Ads • Events Marketing
What is so·cial me·di·a?Wikipedia Definition:“Social media is the use of web-based andmobile technologies to turn communication intointeractive dialogue.”To become part of the conversation, you haveto actively engage your target audience withrelevant and valuable information!
The Digital Conversation on Facebook Keywords and Phrases • “house hunting” • “new listing” • “open house” • “tired or renting” •(house, apartment, etc.) • Suggestions – others? • “____________________”
Personal Page vs. Business Page• What’s the difference? • How do I get people to like my page?• Combine or Separate • How often do I post• Convert Personal to Business? • Import Contacts from Outlook• Privacy Settings • How do I get my vanity url?• Lists vs. Groups • http://facebook.com• The INFO page on Google http://facebook.com/pages (create a page for business) http://facebook.com/pages/manage (manage your pages) https://www.facebook.com/pages/create.php?migrate (convert to biz) http://apps.facebook.com/bd-safego/ (how safe is your page?) http://facebook.com/username (create a “vanity url”) shortened
Facebook for business! Business Tools• Contact Manager• Customer Relationship Manager• Leads and Referrals Database• Prospecting Database• eMail marketing manager• Customer Service Manager• “FREE” • except for your time … • and Facebook is working for you 24x7!
What are your marketing objectives?Ask these questions Target marketing What’s your niche?Who are you trying to Product or Service?reach? (audience) DemographicsWho will create your (Facebook Ads)content? Posts? Photos? • Branding Measurement • Awareness http://www.facebook.com/insights • Lead Generation • Reputation Advanced Search • Customer Service (see next slide) >
“Advanced” - Power Search Tools! http://www.facebook.com/srch.php http://apps.facebook.com/advancedsearch http://www.facebook.com/find-friends/browser/ - Find people – focus on the “evangelists” for your company or business! - Find businesses - Find events and RSVP - Find and join groups
What do I talk about on Facebook?Show that real estate is a part of you. • Questions, surveys, polls- Find similarities by sharing your passions. • Post links and comments- Direct sales pitches do not • Photos and “tag”! “@” work! • SmartPhone Videos- Conversation… • Blog ideas *see handout- Influence “intent to buy”- Comment, like, share, more often, rankings!- Testimonials – rating, reviews, recommendations- Success Stories, pics- Customer Service
Get More “Likes” on Facebook• Photos receive the most “Likes” on Facebook. • Photos get 50% more impressions than any other post type. • Quotations are the next popular, gaining 22% more interactions than all post types on average.• Get More “Comments” on Facebook • Asking questions on Facebook generations 2 times as many comments as all post types on average.• Get More “Shares” on Facebook • Links are 87% more likely to be shared than any other post type on Facebook.
Facebook Content and Connecting• Get “hyper local”! Schedule Content What do I post? Content Calendar• The Conversation Resources• How often do I post? • Hootsuite• Tagging “@” symbol • Facebook Places • Google LocalWhat’s going on around • Foursquare ‘check-ins’your town? Others tools include:Events? RSVP! SocialMadeSimple, TweetDeck, Gist, Posterous, Ping.fm, TweetGrid,Location BatchBook, Gigya, and Roost.• http://www.facebook.com/about/location
New: New Smart Lists on Facebook When you share a post to a list, that post is only visible to people on that list. If your friends are not on that list, they will not see that post.Smart lists – You’ll see smart lists that create themselves and stay up-to-datebased on profile info your friends have in common with you–like your work, school,family and city.Close friends and acquaintances lists – You can see your best friends’ photosand posts in one place, and see less from people you’re not as close to.Better suggestions – You can add the right friends to your lists without a lot ofeffort.
Privacy Settings now easier to use Here’s a list of the major improvements. •The privacy settings are moving toward individual post windows and profiles. •Users are gaining the ability to approve tags of themselves in others’ posts and photos. •All tags will include an attribution of the person who did the tagging. •Places no longer require physical check-ins, so people can add locations to posts, even from the desktop. •You don’t need to be friends with someone to tag them in a post or photo. •You don’t have to like a brand to tag it in a post or photo. •Facebook has changed the word “everyone” to “public” in privacy settings, for clarity. •You can customize privacy, or visibility of information, on a post-by-post basis. •Users can edit the visibility of individual bits of content anytime after they post.
Tag Friends and/or PagesExample of Listing “post” with links to by a Realtor with an open house (PLUS)a lender. Notice you can “comment” , “like” and “share” this postRealtors and Lenders can “reciprocate” for all of their friends to see!
Tag Friends and/or PagesNote: When you “tag” a business page from your personal profile, it no longerappears on the wall of the business page. However, when you tag a page fromanother page, it will still appear.For example, if I write a post and “tag” Embrace Home Loans from mypersonal profile, it won’t appear on the Embrace Home Loans business pageBUT if I tag “Embrace Home Loans ” from the Embrace Home LoansWilmington Delaware Branch, it will appear.
New: Introducing the Subscribe ButtonNow you can hear from people youre interested in, even if youre not friends.•Facebook’s new subscribe button allows users to subscribe to public postsfrom non-friends and business profiles. Additionally users can control theamount of information they receive from their subscriptions.•Users can also subscribe to their friends updates. They can also filter howmuch information they receive from their friends – All Updates, Most Updates,or Only Important Updates.
NEW: Facebook Usernames Available to All Pageshttps://www.facebook.com/username/•In the past, only pages with 25 Likes could set up their custom username.•Facebook now allows every page (even those with less than 25 likes) toset up a username.
Facebook Photos and VideosThis is “Facebook” FOLKS! • SmartPhone Apps • Facebook App for iPhoneWe need more “faces”! • Upload photo, description- Create Albums • Photosynth (panorama)- TAG PEOPLE • UScapeIt (interior panorama)- Detailed descriptions- Share, comment, like- Share album url- Privacy settings! http://www.facebook.com/albums/create.php?id=115622371812777
Facebook Events Marketing- Open House- Habitat for Humanity- Board of Realtors meeting- Chamber of Commerce- Homebuilders’ Association- BNI- Fundraisers- Sporting Eventshttp://www.facebook.com/events/create.php
Facebook phonebookhttp://www.facebook.com/friends/edit/?sk=phonebookPrint your phonebook and startcalling people!If people are not responding towall posts, direct messages,page update, comments, etc.,pick up the phone and askthem for a status update!
Facebook AdsFacebook accounts for nearlyone out of every three onlinedisplay advertisements in theU.S.! …(contextual)Powerful demographics http://www.facebook.com/ads/create/•Set‘lifetime budget’!•Test creative graphics • and copy (message)•Landing pages: • Facebook vs. External•Contests•Causes
Linking other Sites to Facebook• LinkedINhttp://www.facebook.com/apps/application.php?id=6394109615&sk=wall&filter=1• Twitterhttp://www.facebook.com/apps/application.php?id=192551184113256&sk=wall&filter• Bloghttp://www.facebook.com/networkedblogs• YouTubehttp://www.facebook.com/YouTubeApp?sk=wall&filter=1• Flickrhttp://www.facebook.com/flickrtab
Facebook Marketplace:Free Real Estate Listings! Go Pro! Upgrade on Facebook andhttp://apps.facebook.com/marketplace/ use oodle!
http://www.socialstage.com/real-estateYour visitors will be able to:•View your current listings•Share listings with their networks•Contact you through our online form•Follow your Blog / Twitter feed (if you have one)
Realtor.com Local Real Estate Apphttp://support.realtor.com/training/facebookOnce you have a Facebook Businesspage, one of the first things you willwant to do is install one of the availableREALTOR.com® Facebook Apps.At the minimum, youll want to install theSee My Listings App, which will postyour REALTOR.com® listings on yourFacebook Page.If you also subscribe to MarketSnapshot, you will instead want toinstall the Local Real Estate App, whichdisplays your listings and provides aform for your visitors to sign up for yourSnapshot.
facebook.com/realestatemarketerRealtor Marketer -http://www.facebook.com/realestatemarketerREALTOR® Marketer isthe official Facebookpage made available byREALTOR.com® forREALTORS® to network,get news, technology andsite updates, marketingtips, free downloads andmore.
Social Networking & It’s Relation to Marketing• Continue marketing in avenues that work for you• Social Media is not a replacement but another resource!• Make Social Networking part of your strategy• Choose where to be in relation to what works for you now!
Timing RecommendationsTwitter – at least once/day –preferably 2 times/day • Different times different audience • Once posted – disappears into feed • Respond to mentions and Direct MessagesFacebook – Once/day • Post updates on wall • Upcoming events • Respond to commentsLinkedIn – once/day • Review updates and comment • Update status if available
So What Do I Do Now?• Nike; “Just do it!”• Become Part of the Conversation• Engage your Followers, Fans, Connections and Readers• Build Relationships• Build Your Business>>>Have Fun!>>>• Learn how to use it right from the start!
Questions?William W. “Chip” LeakasSocial Media Coordinator / NMLS# 60478http://www.embracehomeloans.comhttp://www.facebook.com/EmbraceHomeLoanshttp://www.twitter.com/EmbraceHomeLoanhttp://www.linkedin.com/EmbraceHomeLoansEmbrace Home Loans25 Enterprise Center, Newport, RI 02842Email: firstname.lastname@example.orgTel: 401-846-3100 ext. 3305Fax: 401-851-5621Toll Free: 800-333-3004