Take Your Business tothe Next Level:Hone Your SocialMedia StrategyPresented by: Katie LanceCEO and Owner, Katie Lance Cons...
I’M REALLY GLADFACEBOOK DID NOT EXISTWHEN I WAS 15
SOCIAL MEDIA HAS OPENEDA DOOR
“Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
“Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
“I can directly track over$30M in sales to Facebookrelationships. It may be evenhigher. Last night I listed ahouse in Summ...
“14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
#BostonMarathon
#BostonMarathon
IT’S NOT A JUST A MARKETING CHANNELIT’S A COMMUNICATIONS CHANNEL
MARKETING USED TO BEONE DIMENTIONAL
NOW BRANDS CAN HAVE A TWO-WAYCONVERSATION WITH CONSUMERS“…And they bringtheir 130 friendsalong for the ride.Social media i...
“Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
SOCIAL MOVES FAST – CANYOU KEEP UP?
EVERY MINUTE OF THE DAYSource: creotivo.com
WHAT ARE WE DOINGWITH OUR TIME?
ARE YOU CONNECTINGWITH PEOPLE?• Beyond the statusupdate• Are connecting withpeople intentionally orhaphazardly?• Stop the ...
BE INTENTIONAL
TODAY1. The Big 3: Facebook, LinkedIn and Twitter2. Building relationships and strategy3. Fitting it into your business4. ...
CONNECTING WITH THE“BIG 3”
FACEBOOK PERSONAL PROFILE• It can’t be all aboutreal estate• Be you, be authentic• Act like you would ata dinner party• Re...
FACEBOOK LISTS“WEEDING THROUGH THE NOISE”
FACEBOOK LISTS - CREATE 2 LISTS1.Clients2.Potential Clientsfacebook.com/bookmarks/lists
ONCE A DAY. EVERY DAYAUTHENTICALLY ENGAGE
RELATIONSHIPS ARE BUILTOVER SMALLINTERACTIONS OVER TIME
It’s easy to be the person doingall the talking. The real beauty ofsocial media is listening andnoticing.
FACEBOOK BUSINESS PAGES• Your posts show up inyour members newsfeed• People can “like” yourpage and not have tofriend you•...
CELEBRATING MOMENTS
CELEBRATING MOMENTS
CELEBRATING MOMENTS
FACEBOOK PAGES THAT ROCK!
FACEBOOK PAGES THAT ROCK!
FACEBOOK PAGES THAT ROCK!
FACEBOOK PAGES THAT ROCK!
7 THINGS THAT MAKE A BIGDIFFERENCE1. Infuse your personality2. Sharing more than just real estate3. Think long term4. Gram...
DO THE THING MOSTPEOPLE WON’T DO
IN THE PAST IT WAS…
NOW IT IS…….Keep what is working BUTalso embracing change andembracing a new way thatpeople communicate
AUTHENTICITY
DON’T ACT AUTHENIC – BEAUTHENTIC• Don’t filter outnegative feedbackor negative posts• Authenticity is notjust another buzz...
DO YOU HAVE A CONTENTSTRATEGY?
Local Real EstateNational RealEstateLocal & Community Personal InterestsFavorite feature of alistingCompare home prices Sc...
IMAGES MAKE A HUGEDIFFERENCE
IMAGES MAKE A HUGEDIFFERENCE
SIDE BY SIDE COMPARISONVS.
THE BEST IMAGES FOR SOCIAL… ARE THEONES YOU TAKE!
BUT WHAT ABOUTLINKEDIN?
LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET ITNETWORK”
LINKEDIN – GIVE TO GET• Reach out to potentialand current clients viaLinkedIn – as part of theprocess• It’s where to start...
• Every potential clientyou meet, connectwith them onLinkedIn• Easy way to connectand expand yoursphere professionally• As...
BUILDING NEW RELATIONSHIPSWITH LINKEDIN• Every new person you meet that COULDbe a client – are you connecting withthem on ...
TWITTER• Reach out topotential andcurrent clients• Put them intoa list• Look at thatlist daily
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 ...
TWITTER BEST PRACTICES• If someone tweets you –respond! No tweet leftbehind!• Tweet more about othersthan yourself!• Use h...
CREATE A “LOCAL NEWS” LIST
THE BEST TOOLS TO HAVEIN YOUR TOOL CHEST
THINK BEYOND THE NOW
THE 3 DAY RULE• Think ahead – later today, tomorrow, theweekend• 3 day rule – always be thinking 3 daysahead• Use scheduli...
MANAGING YOURSOCIAL MEDIASCHEDULING TWEETS + ANALYTICS
SCHEDULING FACEBOOK BUSINESSPAGES POSTS
FACEBOOK PAGES APP
PUBLISHING ACROSSMULTIPLE CHANNELS• Look for content that canapply to multiple channels• Look for content that isrelevant,...
GROWING YOUR SOCIAL MEDIACHANNELS5 Must-Do’s1. Suggest people like your page2. Add social icons to your site3. Email signa...
INTEGRATING SOCIALMEDIA INTO YOURBUSINESS
MAKE SOCIAL PART OF WHATYOU DO EVERYDAY
YOUR LIFE IS CONTENT!
TAKE THE ONLINE OFFLINE
TAKING THE ONLINE OFFLINE• It’s amazing how manypeople don’t connectafter an event• Reach out via LinkedIn,Twitter and Fac...
CARDS APP (IPHONE/IPAD ONLY)
IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
CONTACT MEKATIE LANCE@KatieLanceFacebook.com/KatieLanceConsulting
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013
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How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013

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This presentation was for a real estate event in May 2013 - Region 2 Education Day where more than 300 agents from 9 MLS' attended. This presentation focuses on how real estate agents and brokers can build their business through social media ; including tips on content strategy, management tools and relationship building techniques. For more info, please connect with me at http://facebook.com/KatieLanceConsulting or on Twitter @katielance

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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
  • 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
  • How to Hone Your Social Media Strategy - Presentation for Region 2 Education Day 2013

    1. 1. Take Your Business tothe Next Level:Hone Your SocialMedia StrategyPresented by: Katie LanceCEO and Owner, Katie Lance Consulting@katielance
    2. 2. I’M REALLY GLADFACEBOOK DID NOT EXISTWHEN I WAS 15
    3. 3. SOCIAL MEDIA HAS OPENEDA DOOR
    4. 4. “Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
    5. 5. “Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
    6. 6. “I can directly track over$30M in sales to Facebookrelationships. It may be evenhigher. Last night I listed ahouse in Summit, NJ for$1,750,000, directly becauseof Facebook.”– Karen Bigos
    7. 7. “14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
    8. 8. #BostonMarathon
    9. 9. #BostonMarathon
    10. 10. IT’S NOT A JUST A MARKETING CHANNELIT’S A COMMUNICATIONS CHANNEL
    11. 11. MARKETING USED TO BEONE DIMENTIONAL
    12. 12. NOW BRANDS CAN HAVE A TWO-WAYCONVERSATION WITH CONSUMERS“…And they bringtheir 130 friendsalong for the ride.Social media is wordof mouth at scale”- Sheryl Sandberg, COO,Facebook
    13. 13. “Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
    14. 14. SOCIAL MOVES FAST – CANYOU KEEP UP?
    15. 15. EVERY MINUTE OF THE DAYSource: creotivo.com
    16. 16. WHAT ARE WE DOINGWITH OUR TIME?
    17. 17. ARE YOU CONNECTINGWITH PEOPLE?• Beyond the statusupdate• Are connecting withpeople intentionally orhaphazardly?• Stop the random acts ofsocial media
    18. 18. BE INTENTIONAL
    19. 19. 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 mostuse of your time
    20. 20. CONNECTING WITH THE“BIG 3”
    21. 21. FACEBOOK PERSONAL PROFILE• It can’t be all aboutreal estate• Be you, be authentic• Act like you would ata dinner party• Reconnect withfriends andcolleagues30Facebook.com/KatieLance
    22. 22. FACEBOOK LISTS“WEEDING THROUGH THE NOISE”
    23. 23. FACEBOOK LISTS - CREATE 2 LISTS1.Clients2.Potential Clientsfacebook.com/bookmarks/lists
    24. 24. ONCE A DAY. EVERY DAYAUTHENTICALLY ENGAGE
    25. 25. RELATIONSHIPS ARE BUILTOVER SMALLINTERACTIONS OVER TIME
    26. 26. It’s easy to be the person doingall the talking. The real beauty ofsocial media is listening andnoticing.
    27. 27. FACEBOOK BUSINESS PAGES• Your posts show up inyour members newsfeed• People can “like” yourpage and not have tofriend you• Opportunity to showcaseyour expertise in realestate and thecommunityFacebook.com/KatieLanceConsulting
    28. 28. CELEBRATING MOMENTS
    29. 29. CELEBRATING MOMENTS
    30. 30. CELEBRATING MOMENTS
    31. 31. FACEBOOK PAGES THAT ROCK!
    32. 32. FACEBOOK PAGES THAT ROCK!
    33. 33. FACEBOOK PAGES THAT ROCK!
    34. 34. FACEBOOK PAGES THAT ROCK!
    35. 35. 7 THINGS THAT MAKE A BIGDIFFERENCE1. Infuse your personality2. Sharing more than just real estate3. Think long term4. Grammar counts. Edit ruthlessly.5. What would get YOU to comment, like orshare?6. Post once a day. Consistency!7. A picture is worth a thousand words
    36. 36. DO THE THING MOSTPEOPLE WON’T DO
    37. 37. IN THE PAST IT WAS…
    38. 38. NOW IT IS…….Keep what is working BUTalso embracing change andembracing a new way thatpeople communicate
    39. 39. AUTHENTICITY
    40. 40. DON’T ACT AUTHENIC – BEAUTHENTIC• Don’t filter outnegative feedbackor negative posts• Authenticity is notjust another buzzword• Be real to createtrust
    41. 41. DO YOU HAVE A CONTENTSTRATEGY?
    42. 42. Local Real EstateNational RealEstateLocal & Community Personal InterestsFavorite feature of alistingCompare home prices School holiday calendar Local sports teamStory of a past client Economy newsDowntown holidaydatesFavorite pizza jointNeighborhood #1 Local v. NationalBest place to get aburgerFavorite coffee houseNeighborhood #2 Article from state assocWhy ___is a great placeto liveFavorite wineryNeighborhood #3 Article from NARElementary schoolboundariesCoolest place to getawayNeighborhood #4 Article from InmanStory of a relocationclientBest park for kids ordogsLocal market statsArticle from WSJ Story of giving back Favorite boutiqueHome improvement tips Article from NYTimes Article from Patch.com Family friendly placesContent Grid
    43. 43. IMAGES MAKE A HUGEDIFFERENCE
    44. 44. IMAGES MAKE A HUGEDIFFERENCE
    45. 45. SIDE BY SIDE COMPARISONVS.
    46. 46. THE BEST IMAGES FOR SOCIAL… ARE THEONES YOU TAKE!
    47. 47. BUT WHAT ABOUTLINKEDIN?
    48. 48. LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET ITNETWORK”
    49. 49. LINKEDIN – GIVE TO GET• Reach out to potentialand current clients viaLinkedIn – as part of theprocess• It’s where to start insocial when reachingout• Other ways to engage:LinkedIn endorsementsand testimonialS
    50. 50. • Every potential clientyou meet, connectwith them onLinkedIn• Easy way to connectand expand yoursphere professionally• Ask for testimonialsDON’T BE PASSIVE WITHLINKEDIN
    51. 51. BUILDING NEW RELATIONSHIPSWITH LINKEDIN• Every new person you meet that COULDbe a client – are you connecting withthem on LinkedIn?• Are you sending them an email orLinkedIn message saying how great it wasto meet or connect with them?
    52. 52. TWITTER• Reach out topotential andcurrent clients• Put them intoa list• Look at thatlist daily
    53. 53. 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 peoplethat follow you and them!
    54. 54. TWITTER BEST PRACTICES• If someone tweets you –respond! No tweet leftbehind!• Tweet more about othersthan yourself!• Use hashtags: i.e.#realestate #realtor#househunting• Don’t over think it
    55. 55. CREATE A “LOCAL NEWS” LIST
    56. 56. THE BEST TOOLS TO HAVEIN YOUR TOOL CHEST
    57. 57. THINK BEYOND THE NOW
    58. 58. THE 3 DAY RULE• Think ahead – later today, tomorrow, theweekend• 3 day rule – always be thinking 3 daysahead• Use scheduling tools as needed• Content, content, content• Consistency, consistency, consistency
    59. 59. MANAGING YOURSOCIAL MEDIASCHEDULING TWEETS + ANALYTICS
    60. 60. SCHEDULING FACEBOOK BUSINESSPAGES POSTS
    61. 61. FACEBOOK PAGES APP
    62. 62. PUBLISHING ACROSSMULTIPLE CHANNELS• Look for content that canapply to multiple channels• Look for content that isrelevant, fun, interesting• Be consistent• Don’t auto publish acrossmultiple platforms
    63. 63. GROWING YOUR SOCIAL MEDIACHANNELS5 Must-Do’s1. Suggest people like your page2. Add social icons to your site3. Email signature –add social links4. Send an email to your database5. Update your profiles
    64. 64. INTEGRATING SOCIALMEDIA INTO YOURBUSINESS
    65. 65. MAKE SOCIAL PART OF WHATYOU DO EVERYDAY
    66. 66. YOUR LIFE IS CONTENT!
    67. 67. TAKE THE ONLINE OFFLINE
    68. 68. TAKING THE ONLINE OFFLINE• It’s amazing how manypeople don’t connectafter an event• Reach out via LinkedIn,Twitter and Facebook• Write notes on businesscards – where you metthem
    69. 69. CARDS APP (IPHONE/IPAD ONLY)
    70. 70. IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
    71. 71. CONTACT MEKATIE LANCE@KatieLanceFacebook.com/KatieLanceConsulting

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