Take Your Business to the Next Level: Social Media Strategy - Keynote Presentation for Cressy and Everett

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In this keynote presentation, Katie Lance, CEO and Owner, Katie Lance Consulting covers:
• Overview of benefits for Realtors on main 3 platforms: LinkedIn, Facebook, Twitter (why this is important in 2013)
• Dispelling a few myths about social media
• How to best use social media as a communication tool (not just a broadcast tool)
• Tips for working smart – integrating it into existing marketing plans
• Managing time – best practices for managing your time, how to decide what is the best use of your time
• Content strategy – learn how to use an editorial calendar, how to develop a content strategy, and the importance of content. Also review different types of content: articles, links, video, images
• Tips for building relationships through social and networking (lead generation)
• Success stories of others agents
For more info, please visit http://facebook.com/KatieLanceConsulting

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  • A few days ago my mom called me up to say that my dad had found a box of mine in the garage tucked way in the backMy 1st thought was – well, what’s in there?
  • People on the fringeSocial signals, people are sharing more than ever
  • Scaling relationships with social – then Thank you economy – Gary V
  • Consistency8-% of your SOI is on FBDrip everyday – v. 1x s month
  • My boys will never know a world differentSwipe a arcade game
  • 12-18 monthsLong term focusJust like real life
  • In real estate we love to talkTalk about why you LOVE what you do – the moment 1st set of keys
  • Tweaking the dials nuances
  • Take Your Business to the Next Level: Social Media Strategy - Keynote Presentation for Cressy and Everett

    1. 1. Take Your Business to the Next Level: Social Media Strategy for Real Estate Katie LanceCEO and Owner, Katie Lance Consulting @katielance
    2. 2. I’M REALLY GLADFACEBOOK DID NOT EXIST WHEN I WAS 15
    3. 3. WE’VE BEEN GIVEN ANINCREDIBLE OPPORTUNITY
    4. 4. SOCIAL MEDIA HAS OPENED A DOOR
    5. 5. ON THE FRINGE
    6. 6. “Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
    7. 7. “Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
    8. 8. “I can directly track over$30M in sales toFacebook relationships.It may be even higher.Last night I listed a housein Summit, NJ for$1,750,000, directlybecause of Facebook.”– Karen Bigos
    9. 9. “14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
    10. 10. IT HAS CHANGED THEWAY NEWS IS SPREAD
    11. 11. IT’S NOT A JUST A MARKETING CHANNEL IT’S A COMMUNICATIONS CHANNEL
    12. 12. SOCIAL MEDIA IS NOT A ONE-WAY STREET
    13. 13. IT’S LESS ABOUT YOU… MORE ABOUT THEM
    14. 14. MARKETING USED TO BE ONE DIMENTIONAL
    15. 15. NOW BRANDS CAN HAVE A TWO-WAY CONVERSATION WITH CONSUMERS“…And they bringtheir 130 friendsalong for the ride.Social media is wordof mouth at scale”- Sheryl Sandberg, COO, Facebook
    16. 16. “Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
    17. 17. SOCIAL MOVES FAST – CAN YOU KEEP UP?
    18. 18. EVERY MINUTE OF THE DAY Source: creotivo.com
    19. 19. WHAT ARE WE DOING WITH OUR TIME?
    20. 20. ARE YOU CONNECTING WITH PEOPLE?• Beyond the status update• Are connecting with people intentionally or haphazardly?• Stop the random acts of social media
    21. 21. BE INTENTIONAL
    22. 22. TODAY1. The Big 3: Facebook, LinkedIn and Twitter2. Building relationships and strategy3. Fitting it into your business4. Using it as a tool to build your business5. Tools for managing it – making the most use of your time
    23. 23. CONNECTING WITH THE “BIG 3”
    24. 24. FACEBOOK PERSONAL PROFILE • It can’t be all about real estate • Be you, be authentic • Act like you would at a dinner party • Reconnect with Facebook.com/KatieLance friends and colleagues 33
    25. 25. FACEBOOK LISTS: A.K.A.“WEEDING THROUGH THE NOISE”
    26. 26. FACEBOOK LISTS - CREATE 2 LISTS https://www.facebook.com/bookmarks/lists1.Clients2.Potential Clients
    27. 27. ONCE A DAY. EVERY DAY AUTHENTICALLY ENGAGE
    28. 28. FACEBOOK BUSINESS PAGES• Your posts show up in your members newsfeed• People can “like” your page and not have to friend you• Opportunity to showcase Facebook.com/KatieLanceConsulting your expertise in real estate and the community 39
    29. 29. ASK QUESTIONS Are you going to the the holiday event downtown this weekend? Click “LIKE” if you are! QUICK POLL: Have you lived in your house for 5 or more years? What is the #1 thing you love about (your city)?
    30. 30. Facebook.com/CressyAndEverett
    31. 31. 7 THINGS THAT MAKE A BIG DIFFERENCE1. Write on other people’s walls2. Send private messages3. Think long term4. Short and sweet5. Grammar counts. Edit ruthlessly.6. What would get YOU to comment, like or share?7. Post once a day. Consistency!
    32. 32. DO YOU HAVE A CONTENT STRATEGY?
    33. 33. Content Grid National RealLocal Real Estate Local & Community Personal Interests EstateFavorite feature of a Compare home prices School holiday calendar Local sports teamlisting Favorite pizza joint Downtown holidayStory of a past client Economy news dates Best place to get a Favorite coffee houseNeighborhood #1 Local v. National burger Why ___is a great place Favorite wineryNeighborhood #2 Article from state assoc to live Elementary school Coolest place to getNeighborhood #3 Article from NAR boundaries away Story of a relocation Best park for kids orNeighborhood #4 Article from Inman client dogsLocal market stats Article from WSJ Story of giving back Favorite boutiqueHome improvement tips Article from NYTimes Article from Patch.com Family friendly places
    34. 34. IMAGES MAKE A HUGE DIFFERENCE• Images, images, images – your OWN are best• Use your smartphone apps: Instagram, Over, Camer a+, Snapseed,
    35. 35. FACEBOOK GROUPS• Users have to be approved to join• Generally, more conversation happens in groups because of privacy• Downside, your posts do not show up in your members TWO GREAT GROUPS TO JOIN: newsfeeds 1. 2. Tech Support Group for Real Estate What Should I Spend My Money On? 49
    36. 36. FACEBOOK GROUPSEXAMPLES:1. “Atlanta Movers and Shakers”: Purpose to share pre-market listings and buyer needs2. “Moving the Denver”: Purpose: an online exchange for those moving to the Mile High City! – Landlords: Post your available rentals! – Tenants: Find great house or apartment to rent! – Realtors: Promote your new listings here! – Employers: Advertise your new job openings – Job Seekers: Get a job at 5280 feet
    37. 37. RELATIONSHIPS ARE BUILT OVER SMALLINTERACTIONS OVER TIME
    38. 38. It’s easy to be the person doingall the talking. The real beauty ofsocial media is listening andnoticing.
    39. 39. BUT WHAT ABOUT LINKEDIN?
    40. 40. LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET IT NETWORK”
    41. 41. LINKEDIN – GIVE TO GET• Reach out to potential and current clients via LinkedIn – as part of the process• It’s where to start in social when reaching out• Other ways to engage: LinkedIn endorsements and testimonials• Give to get
    42. 42. DON’T BE PASSIVE WITH LINKEDIN• Every potential client you meet, connect with them on LinkedIn (and Twitter)• Easy way to connect and expand your sphere professionally
    43. 43. BUILDING NEW RELATIONSHIPS WITH LINKEDIN• Every new person you meet that COULD be a client – are you connecting with them on LinkedIn?• Are you sending them an email or LinkedIn message saying how great it was to meet or connect with them?• People want to work with busy people (it’s ok to brag – a little!)
    44. 44. TWITTER• Reach out to potential and current clients via Twitter – as part of the process• Put them into a Client and Potential Client list (can be public or private)• Look at that list daily, authentically engage
    45. 45. KNOW THE RULES OF THE ROAD• It’s ok to tweet publicly to someone using the @ sign.• Not sure about it being public? Send a DM (Direct Message)• When you start a tweet with someone’s name – the only people who see it are the people that follow you and them!
    46. 46. TWITTER BEST PRACTICES• If someone tweets you – respond! No tweet left behind!• Tweet more about others than yourself!• Don’t over think it
    47. 47. WHAT THE HECK IS A HASHTAG?
    48. 48. TODAY’S EVENT HASHTAG #CB2013kickoff
    49. 49. CREATE A “LOCAL NEWS” LIST
    50. 50. THE BEST TOOLS TO HAVE IN YOUR TOOL CHEST
    51. 51. THINK BEYOND THE NOW
    52. 52. THE 3 DAY RULE• Think ahead – later today, tomorrow, the weekend• 3 day rule – always be thinking 3 days ahead• Use scheduling tools as needed• Content, content, content• Consistency, consistency, consistency• THIS IS HOW YOU WIN!
    53. 53. SCHEDULING TWEETSa.k.a. “drip marketing” for Twitter
    54. 54. SCHEDULING FACEBOOKBUSINESS PAGES POSTS
    55. 55. GOOGLE ALERTS• Set up alerts for each neighborhood or community you work• Local schools• Your name
    56. 56. FACEBOOK PAGES APP
    57. 57. HOUZZ
    58. 58. ZITE
    59. 59. PUBLISHING ACROSS MULTIPLE CHANNELS• Look for content that can apply to multiple channels• Look for content that is relevant, fun, interesting• Be consistent
    60. 60. GROWING YOUR SOCIAL MEDIA CHANNELS5 Must-Do’s• Suggest people like your page• Add social icons to your site• Email signature• Email – mention in email newsletter• Send out special – give them a reason why
    61. 61. INTEGRATING SOCIAL MEDIA INTO YOUR BUSINESS
    62. 62. MAKE SOCIAL PART OFWHAT YOU DO EVERYDAY
    63. 63. YOUR LIFE IS CONTENT!
    64. 64. THE NEW ROUTINE• Meet a new potential client: send them a LinkedIn request• Out on broker tour – see an AMAZING feature, snap a photo; Instagram it!• Close a transaction – take a 1 minute video with your clients (or take a photo with the SOLD sign!)• Go to a real estate conference – CHECK IN on Foursquare or Facebook• What MOVES you personally – your kids, your family, a beautiful sunset? SHARE it. That’s how you connect.• Your LIFE is content
    65. 65. #InmanWebIT’S ALL IN THE DETAILS
    66. 66. LITTLE THINGS THAT MAKE A DIFFERENCE• No tweet left behind• Every notification• Every comment gets acknowledged• Every private message
    67. 67. #InmanWeb THINK DIFFERENTLY(DON’T BE JUST A BROADCASTER!)
    68. 68. AUTHENTICITY
    69. 69. DON’T ACT AUTHENIC – BE AUTHENTIC• Don’t filter out negative feedback or negative posts• Authenticity is not just another buzz word• Be real to create trust
    70. 70. BUILD TRUST WITH OTHERS
    71. 71. BE A CONNECTOR
    72. 72. BE RELEVANT
    73. 73. TAKE THE ONLINE OFFLINE
    74. 74. TAKING THE ONLINE OFFLINE• It’s amazing how many people don’t connect after an event• Reach out via LinkedIn, Twitter and Facebook• Write notes on business cards – where you met them
    75. 75. IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
    76. 76. CONTACT ME KATIE LANCE @KatieLance InmanNext.comFacebook.com/KatieLanceConsulting

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