Are You Social? Using Social Media in Your Mortgage Business

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Presented at the Mortgage Centre Canada conference in Cancun, Mexico ~ January 2011

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Are You Social? Using Social Media in Your Mortgage Business

  1. 1. Are You Social? Social Media and Your Business Lisa Theriault Mortgage Brokers Ottawa @ottawamortgage (twitter)
  2. 2. My parents taught me to always… <ul><li>Be polite </li></ul><ul><li>Thank someone for a kindness they paid me </li></ul><ul><li>Get in the Game! </li></ul>
  3. 3. What We’ll Cover…. <ul><li>How I started - and why? </li></ul><ul><li>Myths about Social Media </li></ul><ul><li>The Social Media services/sites you MUST use </li></ul><ul><li>How to incorporate Social Media without getting overwhelmed – automate/hire </li></ul><ul><li>Your daily Social Media action plan </li></ul><ul><li>What is the real ROI from Social Media? </li></ul>
  4. 4. How I Started and … Why? <ul><li>Business Plan 2010 </li></ul><ul><li>Goal: Cut advertising costs – replace print ad revenue with social media revenue </li></ul><ul><li>Reconnect with people from my past – potential clients/COIs </li></ul><ul><li>Saw it as a pioneering opportunity </li></ul><ul><li>People said I was wasting my time  </li></ul>
  5. 5. Social Media Myths .. <ul><li>Myth 1: Social Media is Time Consuming </li></ul><ul><li>you get back what you put into it </li></ul><ul><li>control via your time management program </li></ul><ul><li>you can outsource much of the activity associated with social media (not the relationship building/engagement part though) </li></ul><ul><li>auto-posting makes it easy to post across SM sites </li></ul>
  6. 6. Social Media Myths .. <ul><li>Myth 2 : SM is a Waste of Time </li></ul><ul><li>People want to buy and SM shortens the know, like and trust timeline </li></ul><ul><li>Focus on a target group (FTHB, Investors, Renovators, etc) </li></ul><ul><li>SM is less about selling and more about relationship building and engagement </li></ul>
  7. 7. The ‘Must-Use’ Social Media Sites <ul><li>Twitter </li></ul><ul><li>( www.twitter.com ) </li></ul><ul><li>Facebook </li></ul><ul><li>( www.facebook.com ) </li></ul><ul><li>LinkedIn </li></ul><ul><li>( www.linkedin.com ) </li></ul><ul><li>YouTube </li></ul><ul><li>( www.youtube.com ) </li></ul>
  8. 8. Twitter – Let’s Tweet! <ul><li>Select your username wisely – own name or ‘unique’ name? ( www.twitter.com/ottawamortage ) </li></ul><ul><li>Avatar – very important in helping people identify with you </li></ul><ul><li>Bio </li></ul><ul><li>Customize/brand your background </li></ul><ul><li>Follow and Be Followed </li></ul><ul><li>Speak your mind in 140 characters or less (with exception  ) </li></ul>
  9. 9. Twitter – Do’s and Do Not’s <ul><li>Do: </li></ul><ul><li>Interact – jump into convos </li></ul><ul><li>Socialize – all biz is boring </li></ul><ul><li>Connect – identify subjects you can relate to </li></ul><ul><li>Do Not: </li></ul><ul><li>just post links (your blog, website, videos) </li></ul><ul><li>follow back if you don’t intend to interact </li></ul><ul><li>step away for long periods of time </li></ul>
  10. 11. Facebook <ul><li>Set up your personal account ( www.facebook.com/theriaultlisa ) </li></ul><ul><li>Add a Fan/Like page for biz – branded </li></ul><ul><li>Find friends – friend finder, suggested friends, who are your friends friends? </li></ul><ul><li>Invite friends to ‘like’ your biz page </li></ul>
  11. 14. Facebook – Do’s and Do Not’s <ul><li>Do </li></ul><ul><li>invite friends to Like your fan page (biz) </li></ul><ul><li>set appropriate security settings </li></ul><ul><li>post SOME work related info, but not all the time on your personal page </li></ul><ul><li>post daily – keep your friends up-dated </li></ul><ul><li>link with twitter and other Social Media sites for auto-posting </li></ul><ul><li>try Facebook Ads – promote your posts/track results </li></ul>
  12. 15. Facebook – Do’s and Do Not’s <ul><li>Do Not </li></ul><ul><li>over post work info on your personal page </li></ul><ul><li>forget to share your blog posts and articles </li></ul><ul><li>post personal ‘banter’ on your Fan/Like page (keep it business related) </li></ul><ul><li>spam your friends with meaningless junk </li></ul>
  13. 16. LinkedIn – Get Connected <ul><li>www.linkedin.com/in/lisatheriault </li></ul><ul><li>THE largest global professional network </li></ul><ul><li>most are NOT using it to it’s fullest potential </li></ul><ul><li>utilize as part of your ‘brag book’ </li></ul><ul><li>tap into your clients’ networks (people are on it at work) </li></ul><ul><li>tie in with auto-posts from FB/Twitter </li></ul><ul><li>get recommended </li></ul>
  14. 21. <ul><li>Short video blog (vlogs) – educate, enlighten, share( www.youtube.com/ottawamortgage ) </li></ul><ul><li>Google OWNS YouTube – another way to increase your rankings </li></ul><ul><li>Tagging and branding </li></ul><ul><li>Customize your channel </li></ul><ul><li>Subscribe to other channels </li></ul>YouTube - Broadcast Yourself
  15. 23. <ul><li>Blogger, Wordpress, etc </li></ul><ul><li>Keep branding uniform (as with all social media efforts) </li></ul><ul><li>Link your blog to your website (or use blog AS your website) </li></ul><ul><li>Auto-post to various social media sites </li></ul><ul><li>Post articles on ezine sites for more exposure </li></ul>What isBlogging?
  16. 24. <ul><li>Get your thoughts out – your passion shows through </li></ul><ul><li>VA can write for you if you aren’t good at writing </li></ul><ul><li>Welcome comments and comment on others’ posts (increase search engine rankings) </li></ul><ul><li>Embed video blogs as well (vlogs) </li></ul><ul><li>Use images/pictures for interest </li></ul>What isBlogging?
  17. 26. <ul><li>Have a ‘Social Media’ day – specific time I spend on development </li></ul><ul><li>Hired a VA to do much of the work for me </li></ul><ul><li>Webinars and training sessions (now doing my own) </li></ul><ul><li>Most updates done via my Blackberry and auto-post across my chosen Social Media sites </li></ul>Don’t get overwhelmed
  18. 27. Your Daily Social Media Action Plan <ul><li>Set up as much as you can to auto post to various sites </li></ul><ul><li>Use social media to support your day-to-day activities </li></ul><ul><li>Show up EVERY day – engage, converse, interact </li></ul>
  19. 28. Your Daily Social Media Action Plan Twitter - Reply to all @ replies/mentions/direct messages you receive - Post randomly to Twitter as things come up - Use Tweetdeck or Hootsuite to organize lists - Spend 10 to 15 minutes engaging and interacting with people you ‘follow’ (know, like, trust)
  20. 29. Your Daily Social Media Action Plan Facebook - Reply to messages - Accept friend requests - Clear our page/group/event requests - Post a status update - Invite new friends to ‘like’ your fanpage
  21. 30. Your Daily Social Media Action Plan LinkedIn - Accept new connections requests - Reply to messages - Join any groups you are invited to join - Check results of any polls or discussions you’ve posted on groups - Post a status update (unless using auto-post)
  22. 31. What is the REAL ROI? <ul><li>Increased income and less ‘work’ time </li></ul><ul><li>Access to clients you wouldn’t have otherwise ever met </li></ul><ul><li>Intro to new referral sources for clients, brokers </li></ul><ul><li>New COIs and people to help you grow your business </li></ul><ul><li>Allows you to connect and communicate with your target market without jumping to the sale </li></ul>
  23. 32. Other Useful Tools <ul><li>Shorten URLs – bit.ly (analytics track how relevant people think your info is) </li></ul><ul><li>Run pools – twtpoll.com or LinkedIn polls </li></ul><ul><li>Upload pictures/videos – twitpic/twitvid/plixy (via your blackberry or iPhone) </li></ul><ul><li>Post ‘blog-like’ tweets – twitlonger.com </li></ul><ul><li>Online scheduling tool – Tungle.me </li></ul><ul><li>Live web streaming – Ustream or Livestream (FB) </li></ul><ul><li>Bookmarking site – your ‘favourites’ button, online – StumbleUpon or Delicious </li></ul><ul><li>Auto-post – Posterous, Selective Tweets, Hootsuite, Tweetdeck </li></ul>
  24. 33. When In Doubt… <ul><li>ditch the tactics and just have meaningful conversations </li></ul><ul><li>engaging let’s you do what you do in person too (tweetups, social events put on by friends) </li></ul><ul><li>“ People rarely succeed unless they have fun in what they are doing” – Dale Carnegie </li></ul>

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