Hone Your Social Media Strategy - Presentation for RE/MAX Michigan

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This was a presentation I gave 4/24/13 for the RE/MAX of Michigan event. This presentation is about building relationships and cultivating business with social media for real estate professionals as well as developing a content strategy. Please connect with me here: http://facebook.com/KatieLanceConsulting or on Twitter @katielance

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Hone Your Social Media Strategy - Presentation for RE/MAX Michigan

  1. 1. Take Your Business to the Next Level:Hone Your Social Media StrategyPresented by: Katie LanceCEO and Owner, Katie Lance Consulting@katielance
  2. 2. I’M REALLY GLADFACEBOOK DID NOT EXISTWHEN I WAS 15
  3. 3. WE’VE BEEN GIVEN ANINCREDIBLE OPPORTUNITY
  4. 4. SOCIAL MEDIA HAS OPENEDA DOOR
  5. 5. “Do you havebusiness that you canattribute because offriendships you havedeveloped throughsocial media?”
  6. 6. “Absolutely, last timeI tracked it, SM wasbringing in 80% of mybusiness”- Ryan Hukill
  7. 7. “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
  8. 8. “14 deals in 13 monthsbecause of Facebook!”- Robert C. Stern
  9. 9. IT HAS CHANGED THEWAY NEWS IS SPREAD
  10. 10. IT’S NOT A JUST A MARKETING CHANNELIT’S A COMMUNICATIONS CHANNEL
  11. 11. SOCIAL MEDIAIS NOT AONE-WAYSTREET
  12. 12. IT’S LESS ABOUT YOU…MORE ABOUT THEM
  13. 13. MARKETING USED TO BEONE DIMENTIONAL
  14. 14. 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
  15. 15. “Social media isno longer apassing trend aswe enter thefully fledgedsocial media agethis year”
  16. 16. SOCIAL MOVES FAST – CANYOU KEEP UP?
  17. 17. EVERY MINUTE OF THE DAYSource: creotivo.com
  18. 18. WHAT ARE WE DOINGWITH OUR TIME?
  19. 19. ARE YOU CONNECTINGWITH PEOPLE?• Beyond the statusupdate• Are connecting withpeople intentionally orhaphazardly?• Stop the random acts ofsocial media
  20. 20. BE INTENTIONAL
  21. 21. TODAY1. The Big 3: Facebook, LinkedIn andTwitter2. Building relationships and strategy3. Fitting it into your business4. Using it as a tool to build yourbusiness5. Tools for managing it – making themost use of your time
  22. 22. CONNECTING WITH THE“BIG 3”
  23. 23. 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
  24. 24. FACEBOOK LISTS: A.K.A.“WEEDING THROUGH THE NOISE”
  25. 25. FACEBOOK LISTS - CREATE 2 LISTS1.Clients2.Potential Clientshttps://www.facebook.com/bookmarks/lists
  26. 26. ONCE A DAY. EVERY DAYAUTHENTICALLY ENGAGE
  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 the communityFacebook.com/KatieLanceConsulting
  28. 28. CELEBRATING MOMENTS
  29. 29. THINGS THAT MAKE A BIGDIFFERENCE1. 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 orshare?7. Post once a day. Consistency!
  30. 30. AUTHENTICITY
  31. 31. DON’T ACT AUTHENIC – BEAUTHENTIC• Don’t filter outnegative feedback ornegative posts• Authenticity is not justanother buzz word• Be real to create trust
  32. 32. DO YOU HAVE A CONTENTSTRATEGY?
  33. 33. 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
  34. 34. IMAGES MAKE A HUGEDIFFERENCE
  35. 35. IMAGES MAKE A HUGEDIFFERENCE
  36. 36. FACEBOOK GROUPS• Users have to beapproved to join• Generally, moreconversationhappens in groupsbecause of privacy• Downside, your postsdo not show up inyour membersnewsfeeds45
  37. 37. RELATIONSHIPS ARE BUILTOVER 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 ABOUTLINKEDIN?
  40. 40. LINKEDIN SHOULD NOT BETHE “SET IT AND FORGET ITNETWORK”
  41. 41. 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• Give to get
  42. 42. • Every potential clientyou meet, connectwith them onLinkedIn (andTwitter)• Easy way to connectand expand yoursphere professionallyDON’T BE PASSIVE WITHLINKEDIN
  43. 43. BUILDING NEW RELATIONSHIPSWITH LINKEDIN• Every new person you meet that COULD be aclient – are you connecting with them onLinkedIn?• Are you sending them an email or LinkedInmessage saying how great it was to meet orconnect with them?• People want to work with busy people (it’s okto brag – a little!)
  44. 44. TWITTER• Reach out topotential andcurrent clients viaTwitter – as part ofthe process• Put them into aClient and PotentialClient list (can bepublic or private)• Look at that listdaily, authenticallyengage
  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 peoplethat follow you and them!
  46. 46. TWITTER BEST PRACTICES• If someone tweetsyou – respond! Notweet left behind!• Tweet more aboutothers than yourself!• Don’t over think it
  47. 47. WHAT THE HECK IS A HASHTAG?
  48. 48. CREATE A “LOCAL NEWS” LIST
  49. 49. THE BEST TOOLS TO HAVEIN YOUR TOOL CHEST
  50. 50. THINK BEYOND THE NOW
  51. 51. THE 3 DAY RULE• Think ahead – later today, tomorrow, theweekend• 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!
  52. 52. SCHEDULING TWEETSa.k.a. “drip marketing” for Twitter
  53. 53. SCHEDULING FACEBOOKBUSINESS PAGES POSTS
  54. 54. FACEBOOK PAGES APP
  55. 55. PUBLISHING ACROSSMULTIPLE CHANNELS• Look for content thatcan apply to multiplechannels• Look for content that isrelevant, fun, interesting• Be consistent
  56. 56. GROWING YOUR SOCIALMEDIA 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
  57. 57. INTEGRATING SOCIALMEDIA INTO YOURBUSINESS
  58. 58. MAKE SOCIAL PART OFWHAT YOU DO EVERYDAY
  59. 59. YOUR LIFE IS CONTENT!
  60. 60. TAKE THE ONLINE OFFLINE
  61. 61. 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
  62. 62. IN CLOSING1. No tweet left behind2. Be authentic3. Listen more4. Be strategic5. Be intentional
  63. 63. CONTACT MEKATIE LANCE@KatieLanceFacebook.com/KatieLanceConsulting

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