Edmond media class in slide show format


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Class presentation for Edmond Board of Realtors on 1/27/2011

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Edmond media class in slide show format

  1. 1. The New Rules of EngagementHow to Communicate on the Web<br />What Can We Accomplish Today<br />Shift our focus from push to pull marketing<br />Go from web pages to Communities<br />Reduce our cost and extend our reach<br />Go to where the people are<br />Learn to have fun<br />Build an online personality that is real<br />Brand Ourselves as experts on the market not marketing experts<br />
  2. 2. “If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking”<br />Buckminster Fuller<br />
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  5. 5. Where America Shops<br />The Library Google.com<br />Travel Agent Orbitz.com<br />Book Store Amazon.com<br />Music Store iTunes<br />Attorney Pre-Paid Legal<br />Technology pricegrabber.com<br />Movie rentals Netflix.com<br />Contract labor elance.com<br />Real Estate ?<br />
  6. 6. According to Ranking.comSite Rankings<br />No. 1 Google.com<br />No. 2 Facebook.com<br />No. 3 Yahoo.com<br />No. 4 Youtube.com<br />No. 7 Wikipedia.com<br />No. 10 Twitter.com<br />No. 12 Bing.com<br />No. 15 Craig’s List<br />No. 20 Linkedin.com<br />No. 26 Flickr.com<br />No. 74 Yelp.com<br />No. 223 REALTOR®.com<br />No. 280 Zillow.com<br />No. 306 Trulia.com <br />
  7. 7. What is Web 2.0 and why do we need it?<br />The use of technologies to interact with end users<br />The ability to have a voice to reach your audience<br />The use of tools that are free or low cost<br />It is where our buyers and sellers come to buy and sell real estate and find us.<br />Communication in Real Time<br />Gets you out of the factory system<br />
  8. 8. 6 Key Aspects of Web 2.0<br />1. Its not about the technology its about the change it enables<br />2. The shift of control from institutions to communities<br />3. It’s about being yourself<br />4. It’s to influence people to act on our behalf<br />5. It expands our scope of operations<br />6. It will change again and fast<br />
  9. 9. Web 1.0 Highlights Web 2.0 Highlights <br />Web Browser<br />Search Engines<br />Dial Up Connection<br />Internet Empowered consumer<br />Passive permission based marketing<br />Push Marketing<br />Microsoft<br />Yahoo<br />Amazon showed the way<br />Broad Band Connection<br />Everything is Wiki<br />Pull Marketing<br />Blogs<br />Social networks<br />Google<br />Video<br />Google<br />Facebook is showing the way<br />
  10. 10. Top Google Tools<br />1. Search-Represents 67% of all searches<br />2. Instant-Changes SEO Guidelines<br />3. Alerts-Monitor your Online Rep and topics<br />4. Voice-Never Miss a phone call<br />5. Calendar-Create a team interaction or online guide to events<br />6. Keywords-Find what people are searching for<br />7. Analytics-Evaluate online traffic<br />8. Maps/earth-Tag your listings or location<br />9. Sponsored Links-Pay per click<br />10. Youtube.com-No. 4 site and growing<br />11. Gmail-email anywhere<br />12. Reader-Blogs and articles in one place<br />13. Chrome-Super fast browser<br />14. Apps-Free version of Office like tools<br />15. Picasa-Online photo editing<br />
  11. 11. The Small Bang Theory<br />What would you rather have, 100,000 people playing or 4,000 people using you?<br />What did the $8000 tax credit buyers Google to find information?<br />Why are realtor.com, Trulia.com, Zillow.com, and homegain.com spending money to get ranked on Edmond Real Estate?<br />
  12. 12. Elements of branding<br />1. Who are You<br />2. What are your Specialties<br />3. What’s in a name?<br />4. What is a Slogan and a UPS<br />5. Who is the audience<br />6. Logos and Colors<br />7. Where is it used<br />Website<br />Signs<br />Business Cards<br />Email<br />Flyers<br />Video<br />Stationary<br />
  13. 13. The Business Plan Questions<br />Who is your audience? <br />How do they find you? <br />What content do you bring? <br />What will it cost? <br />Where do you want them to go? <br />Follow up? <br />How do leads become clients? <br />If everyone is there, is it too late? <br />How am I different? <br />How does it all fit together? <br />
  14. 14. Branding in a 1.0 Site <br />
  15. 15. www.virtualrealestateteam.com<br />Your Brand can start here<br />
  16. 16. Done by Jack Pratt Signs OKC<br />Your Real Estate Sign<br />
  17. 17. www.vflyer.com<br />Your Multimedia Flyer<br />
  18. 18. 2.0 Website can include: Site and Blog Aids <br />Amenity Links <br />Blog or blog link<br />Linked Landing Pages<br />IDX Feeds<br />Calculators<br />Market Reports <br />Listing Multimedia <br />Calls to Action <br /> a. Lead Capture <br /> b. RSS Feed <br />Media <br />www.commons.wikipedia.org<br />www.shrinkpictures.com<br />www.apture.com<br />www.photobucket.com<br />www.123rf.com<br />www.istockphoto.com<br />www.fotolia.com<br />www.flickr.com<br />
  19. 19. Using Zeemaps to Create Community<br />
  20. 20. Why Blog? <br />Free SEO<br />Gain your voice<br />Fresh Content<br />Google will love you<br />Sell listings<br />Be the Expert<br />Be Topical<br />Blog locally and think globally<br />Everyone is not doing it<br />It’s the new referral network<br />You can become famous<br />
  21. 21. Blog Statistics<br />Reduces lead cost by 60%<br />Increases indexed pages by 434%<br />Increases website visitors 55%<br />97% more inbound links<br />Biggest % of business getting a client<br />More Frequency equals more business<br />Why used more is the economy and past success<br />Blogs & Inbound advertising is now 39% of small business budgets and rising<br />2nd to Social media in lowest cost<br />
  22. 22. Blogging-How to get started <br />1. Go to Wordpress.com or Wordpress.org<br />2. Template sites with blogs built in at www.alamode.com or www.dakno.com<br />3. Get a domain name at www.godaddy.com<br />4. Get some training at organizations like www.domusconsulting.com, www.dakno.com, www.realestatetomato.com, www.activerain.com<br />5. Read about blogs at www.activerain.com, www.agentgenius.com, www.inmannews.com, or www.realtown.com<br />6. Go to www.freerealtyblog.comand sign up <br />7. Read the great blogs like <br />www.thephoenixrealestateguy.com, www.sandiagohomes.com, www.ianwatt.ca, www.stpaulrealestateblog.com<br />
  23. 23. All the good names are taken?<br />www.hotedmondhomes.com<br />www.hotdeercreekhomes.com<br />www.edmondhomesforsaleblog.com<br />www.investinedmondhomes.com<br />www.edmondokrealestateblog<br />www.besthomebuyinedmond.com<br />www.okcrealestatebreakingnews.com<br />www.edmondrealestatenews.com<br />
  24. 24. A Blog a Day <br />Listing<br />Community <br />Green Real Estate <br />Market Data <br />Specialty<br />Event<br />Personal Story<br />National Events <br />Real Estate Education <br />Video<br />Guest Blog <br />
  25. 25. Active Rain <br />Over 200,000 Real Estate Professionals <br />Blog will reach other Realtors and RE Professionals <br />Points System-Be Careful<br />Can add outside blog<br />Great place to learn for free<br />The new referral network<br />Google Juice Deluxe <br />www.localism.com<br />Warning! Don’t be seduced that comments make you important<br />
  26. 26. The Importance of an IDX Solution<br />Why use it<br />It’s what people want<br />Lead generation<br />Passive email contact<br />Community details<br />Custom Search pages<br />It keeps them coming <br />Accuracy of data<br />Auto Notification<br />IDX Companies<br />Alamode<br />IDX Broker<br />Ihomefinder<br />Market Leader<br />Wolfnet<br />Spatial Match<br />Diverse Solutions<br />“Smart Frames from your MLS Provider”<br />
  27. 27. Youtube.com Essentials<br />#4 Visited Website<br />79% of all videos<br />It’s free!<br />Can be Google Indexed<br />Can be Branded<br />Easy to Embed on web sites<br />Promotes You Also<br />Steps for Use<br />Sign Up<br />Sign In <br />Select Account and My Videos<br />Select New<br />Type in fields like title, description, Tags<br />Save<br />
  28. 28. Youtube.com Branded Video<br />
  29. 29. Landing Pages<br />Set to a specific area, neighborhood, or type of real estate<br />Has a unique URL that can break the rules of a home page address<br />Can have a specific IDX custom solution<br />Should have maps<br />Should have links to community, schools, and more<br />Should be set up for keywords and metadescriptions<br />
  30. 30. Email Marketing<br />Don’t make it spam<br />Target your market<br />Use stationary or template<br />Look at a program like Constant Contact or onmarketing.com <br />Some programs have analytics<br />Don’t send me your listings unless I ask for it<br />Use Mail Merge or BCC please<br />
  31. 31. “The Quality of your life is the quality of your communications”<br />Anthony Robbins<br />“Be an opener of doors”<br />Ralph Waldo Emerson<br />“Learning is an active process. We learn by doing. Only knowledge that is used sticks in your mind”<br />Dale Carnegie<br />
  32. 32. What is Facebook <br />A community of over 500 million <br />At war with Google for the dominate platform<br />Currently, the ultimate social community <br />Friends whether you know them or not<br />A Place for business page development <br />A Place to Development Real Estate Clients <br />Can be another blog or micro-blog like Twitter <br /> A Place to get information about people<br />Warning! Can be addictive and distracting<br />
  33. 33. How it can help you Business<br />Be findable Online<br />Micro-Advertising<br />Research others<br />Business Pages<br />Interest groups<br />Event Planning<br />It’s a Database<br />Data Categories<br />Family<br />Close friends<br />Colleagues<br />Groups Interest<br />Clients<br />When Added<br />Location<br />
  34. 34. How to Build Relationships<br />Get Permission First<br />Happy Birthday!<br />Fun Video<br />Causes Support<br />Commenting<br />Important Articles<br />Be Funny or Silly<br />Reviews<br />Some Real Estate<br />Then What?<br />Business Pages<br />Forward Blogs<br />Couponing<br />Things to Do<br />Cause Pages<br />Report the news<br />Stay Human<br />Keep Swimming<br />
  35. 35. Finding Friends<br />Look up who you know<br />Facebook Suggestion<br />Friends of Friends<br />Find Local groups<br />Find REALTORS®<br />They will find you <br />
  36. 36. Building a Facebook Business Page<br />Select Applications<br />Select Ads and Pages<br />Select Create Page<br />Go to Drop Down Box<br />Select Category<br />Type in the Name of the Page<br />Select ? And Enter Image<br />Select settings, wall settings, set up mobile settings<br />Add Realbird.com for your listings<br />You can also have www.webstarget.com set it up <br />Do it yourself with www.roost.com<br />
  37. 37. Possible Facebook Strategy<br />Be provocative on your personal stream, the more comments you get the more it will extend to your friends friend’s feed.<br />Keyword phrase your business page stream updates for Google SEO<br />Link articles of interest to your personal page and real estate related articles to your business page<br />On a regular but limited basis tie the two together<br />
  38. 38. Facebook pages<br />Knowing the difference is controlling the conversation<br />
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  40. 40. What in the World is Twitter?<br />1. It is a Micro Blog.<br />2. It is a Hyper Local Advertising Vehicle<br />3. A Connector if the right people by accident rather than design<br />4. A Local or National Breaking news network<br />5. A Spam Lite Communicator<br />
  41. 41. Twitter<br />World’s biggest cocktail party<br />The ultimate Real Time experience<br />Explosive Growth <br />Tweet from Iran “140 characters are a novel when you have been shot at”<br />Sometimes inane or profound <br />Thing a bit also as a micro-blog<br />Direct it somewhere and be local<br />Don’t get crazy about the number of followers<br />Google is a slow climb to relevance, Twitter is a rocket ship <br />Does Not Have a Business Plan<br />
  42. 42. Types of Twitter Messages<br />1. General messages like I am having a wonderful day.<br />2. @ To a person or about a person like @joepryor<br />3. Direct Like d_joepryor to go only to me<br />4. Retweet Like RT@joepryor or just click on the Retweet Option<br />5. Hash tag #Group like #REbarcamp<br />
  43. 43. Commonly Used Twitter Apps<br />1. Klout.com Find Your ranking & Reach<br />2. Seesmic Desktop or TweetDeck Control incoming and outgoing Tweets<br />3. Socialoomph.com Schedule your Tweets and Facebook Status updates<br />4. Bit.ly URL shortener<br />5. Twellow Twitter Yellow Pages<br />6. Twitpic & twitvid become visual<br />7. LocalTweeps Find who is around you<br />
  44. 44. Types of Strategies<br />1. Create a neighborhood or group<br />2. Create a Buying group<br />3. Use it as a blog amplification device<br />4. Become a news Reporter or Aggregator-Breaking News<br />5. Become a personality<br />6. Create Content that makes for followers<br />Amplify your blog to drive traffic<br />Send to Facebook<br />
  45. 45. Other Social Networks <br />www.Linkedin.com & www.plaxoplus.com<br />www.myspace.com<br />www.Yelp.com, www.Foursquare.com , www.Gowalla.com<br />Specialty specific sites and groups<br />www.Realtown.com , www.Agentgenius.com , www. <br /> a. Free real estate education<br />Warning! Don’t dilute your marketing efforts trying to do everything<br />
  46. 46. Old & New Media Together? <br />Geographic Farm added <br />Create a localized blog <br />Direct Mail <br />Video events especially birthdays <br />Put it on Youtube.com<br />Twitter & Text it <br />Map it with Zeemaps or Muellermaps<br />Advertise it on paper <br />Push the area <br />Be a personal presence with video <br />
  47. 47. Smart Phone Essentials<br />Google Mobile with Voice<br />Real Estate calculators<br />Photo Imaging and Panorama Stitch<br />Social Networking Sites<br />Twitter Apps<br />Ustream Broadcaster<br />Newspapers<br />Posterous<br />QR code reader<br />RSS reader<br />Document Storage and editing<br />
  48. 48. “Nothing in the world can take<br />The place of persistence.<br />Talent will not; nothing is more common<br />Than unsuccessful men with talent.<br />Genius will not; unrewarded<br />Genius in almost a proverb.<br />Education will not; the world<br />Is full of educated derelicts.<br />Persistence and determination are omnipotent.<br />The slogan ‘press on’ has solved and always will Solve<br />The problems of the human race”.<br />Calvin Coolidge<br />
  49. 49. Do you want to experiment? <br />Create a hyper local blog <br />Create events<br />Create maps of amenities<br />Create a Facebook page<br />Send directed mail <br />Do reviews of local food, dry cleaners, etc<br />Offer a camera or camcorder for events<br />Put an IDX or lifestyle search on it <br />Links to a couponing system<br />Link it to your website<br />
  50. 50. Getting Started on Free<br />Join Active Rain and start reading in groups<br />Google for online webinars<br />Start making videos<br />Start playing with Google Keyword Tool<br />Get a free Blog on site with a blog<br />Get 25 followers for your Facebook business page<br />Get on Twitter and Linkedin<br />
  51. 51. Get Started on Not Free<br />Get an IDX Solution $150 to $1000<br />Add Vflyer or Postlets $35 a month<br />Add Realbird for $99 a year<br />Add Roost for $24.95 a month or $200 a year<br />Add Spatialmatch.com for $149 set up fee and $24.95 a month<br />Get Branding for $200 and up<br />
  52. 52. Winston Churchill Quotes<br />“A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty”<br />“Attitude is a little thing that makes a big difference”<br />“However beautiful the strategy, you should occasionally look at results”<br />“Out of intense complexities, intense simplicities emerge”<br />
  53. 53. Recommend Websites<br />Slideshare.net Upload & share PowerPoint Presentations. Word Docs, PDFs<br />Animoto.com Multimedia video& photo editing software<br />Tubemogul.com Video distributor<br />Onletterhead.com Custom email template with live links<br />Vlyer.com or postelets.com Multimedia flyers with distribution<br />Primeopdf.com Create PFDs without Adobe for free<br />Issuu.com site to create, author, store, and share publications<br />Klout.com check your Twitter reach<br />Box.net File sharing site with smart phone integration<br />Transferbigfiles.com Send 1 Gig files by email<br />Geochirp.com Hyper-local Tweeter locator<br />Mozy.com & carbonite.com Cloud computing storage backup<br />Floorplanner.com create floor plans for your listings<br />Drivebytech.com multimedia text message on yard signs to smart phones<br />Wordpress.org &.com Create your own blog for free or low cost<br />Yugma.com free video conferencing for up to 20 people<br />Freeconferencecall.com free networking over the phone<br />Roost.com<br />Picnic.com Google owned imaging software site<br />Flickr.com photo and multimedia sharing site<br />Avg.com free anti-virus software<br />Twittertools.com lots of tools<br />Yelp.com rate services and add friends<br />Surverymonkey.com create and send surveys<br />Posterous.com free blog transfer<br />Snagit.com website capture tool<br />Skype.com free video conferencing and phone<br />Logmein.com free computer to computer access and pro pay file transfer <br />Elance.com Competitive task bidding site for all your projects<br />Shrinkpictures.com Quick editing software for free <br />
  54. 54. Reading List<br />Blue Ocean Strategy Kim & Mauborgne<br />Tribes Seth Godin<br />Linchpin Seth Godin<br />The Little Big Things: 163 Ways to Pursue Excellence Tom Peters<br />Thoughts Without a Thinker Mark Epstein<br />Predictably Irrational Dan Ariely<br />The World Is Flat Thomas Friedman<br />The Seven Spiritual Laws of Success Deepak Chopra<br />The Long Tail Chris Anderson<br />Switch: How to Change Things When Change is Hard Chip & Dan Heath<br />Funny Money Mark Singer <br />Sermon on the Mount Emmet Fox<br />Emotional Intelligence Daniel Goleman<br />Swanepoel Trends Report Stefan Swanepoel<br />The Energy Bus Joe Gordon<br /> The Five Dysfunctions of a Team Patrick Lencioni<br />The Botany of Desire Michael Pollan<br />The Tipping Point Malcolm Gladwell<br />The 7 Habits of Highly Effective People Stephen R. Covey<br /> The Millionaire Next Door Stanley & Danko <br />Mastering The Rockefeller Habits Verne Harnish<br />Influence, The Psychology of Persuasion Robert B. Cialdini<br />Total Money Makeover Dave Ramsey<br />Crisis Economics Nouriel Roubini & Stephen Mihm<br />