Introduction to Twitter for Real Estate Professionals

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Learn the fundamentals of Twitter and how you can leverage it for your personal brand in this 1.5-hour class. Some class topics are: setting up your Twitter account, the benefits of a public profile, anatomy of the perfect Tweet, and using Twitter for your personal brand.

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  • ----- Meeting Notes (2/12/13 15:36) -----Set up times where we'll be there and they can talk to peoplewe should talk about what we'll be doing beyond today
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. WHAT WILL YOU BE USING YOUR SOCIAL MEDIA FOR: THE END RESULT IS ALWAYS TO INCREASE LEADS, BUT THE END RESULT IS BUILDING YOUR BRAND SO THAT WHEN PEOPLE ARE LOOKING FOR AN APARTMENT, THEY THINK OF YOU! Moving on to
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. WHAT WILL YOU BE USING YOUR SOCIAL MEDIA FOR: THE END RESULT IS ALWAYS TO INCREASE LEADS, BUT THE END RESULT IS BUILDING YOUR BRAND SO THAT WHEN PEOPLE ARE LOOKING FOR AN APARTMENT, THEY THINK OF YOU! Moving on to
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. IF YOU HAVE A VARIETY OF CONTENT THEN YOU WON’T BE BORING. ----- Meeting Notes (2/12/13 15:36) -----we love the woman who started a fitness blogwe love the guy who focused his content around restauanrant reviews - hungrydomain.com
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. ----- Meeting Notes (2/12/13 15:36) -----add some exemplary people - hungrydomainClaudia Saez Fromm
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. ----- Meeting Notes (2/12/13 15:36) -----facebook - talk about subscribe button a litte sooner in the presentation.
  • Every brand is based on a few good qualities, it makes it easier to connect and remember the product. You can be the authority on vegan food, townhouses, cycling, the west village. You can be the authority in any world you create. You just have to back it up!----- Meeting Notes (2/12/13 15:36) -----VEGAN FOOD - you're talking about vegan food, if that 10-20% of the time, the feed is open house and here are the restaurants i recommend for you to try in the area, you're creating a voice of authority, and you're unique----- Meeting Notes (2/21/13 11:18) -----add historic relevancy
  • Moving on to
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • When you have a solid personal brand, you’ll be more memorable, impressive and people will have a more favorablel opinion about your product which is YOU
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to ----- Meeting Notes (2/12/13 15:36) -----as their commenting and
  • Moving on to
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to ----- Meeting Notes (2/12/13 16:03) -----GEO CHIRP (lets you see who's talking about you in)check out nyt article on restauranteurs who are now brokers
  • Moving on to
  • Introduction to Twitter for Real Estate Professionals

    1. 1. TWITTER     FOR  REAL  ESTATE  PROFESSIONALS  
    2. 2. “Regardless  of  age,  regardless  of  position,   regardless  of  the  business  we  happen  to  be  in,   all  of  us  need  to  understand  the  importance  of   branding.  We  are  CEOs  of  our  own  companies:       Me,  Inc.      To  be  in  business  today,  our  most  important  job   is  to  be  head  marketer  for  the  brand  called  You.”       Tom  Peters  –  Fast  Company  
    3. 3. Getting  Started  –      Who  you  are    Why  use  twitter?   What  we’ll  be  covering:   About  Twitter    Buzzwords    Anatomy  of  Twitter   How  to  Use  it    Creating  your  profile    Using  the  Search  Functionality    How  to  build  your  following  
    4. 4. TWITTER  
    5. 5. Why  Twitter?     Twitter  is  an  invaluable  tool  when  trying  to  create  one’s   brand.       It  allows  for  direct  and  constant  communication  with   current  clients,  potential  clients,  and  millions  of   informed  individuals     • 360  Million  users   • 25%  earn  over  $100k  per  year   • 51%  have  a  college  degree   Building  audiences:     • 69%  rely  on  friends  suggestions  for  followers  
    6. 6. TWITTER  Buzzwords   Handle   A  user’s  handle  is  the  username  they’ve  selected     A  handle  is  a  @  sign  followed  directly  by  the  username     Lists   Curated  groups  of  other  Twitter   users.  Used  to  tie  specific  individuals   into  a  group.     Mentions   Mention  another  user  in  your  Tweet   by  including  the  @  sign  followed   directly  by  their  username  
    7. 7. TWITTER  Buzzwords     Retweet   When  someone  reposts  a  tweet.   Hashtag     Using  the  #  symbol  before  a  phrase  will  create  a   link.    Benefits  to  using  hashtags:   •  Categorizes  tweets  and  conversations   •  Helps    to  show  topics  more  easily  in   Twitter  Search   •  Clicking  on  Hashtagged  words  shows   you  all  the  other  tweets  marked  with   that  hashtag  
    8. 8.   Profile:     •  Describe  yourself  and  your  job  in  your  “About  Me”   •  Link  it  to  your  TOWN    page  by  using  a  link  shortener   •  Add  TOWN’s  handle  @townresidential  and  mention  TOWN  in  your  bio   •  Use  your  TOWN  headshot     Anatomy  of  Twitter  
    9. 9. Anatomy  of  Twitter   Feed  
    10. 10. Anatomy  of  Twitter   Follower  suggestions    
    11. 11. Anatomy  of  Twitter   The  Discover  tab  shows  you  content  you  might  be  interested  in  following   based  on  your  connections,  location  and  recent  trending  topics.  All   content  in  the  Discover  tab  defaults  to  Tweets.  
    12. 12. Anatomy  of  Twitter   Your  Profile:   This  is  a  general  overview  of  your  account  including  your   Tweets,  photos,  following  count,  and  bio.  You  can  customize   your  profile  by  clicking  on  the  gear  in  the  right  hand  corner.    
    13. 13. Anatomy  of  Twitter   The  Connect  section  contains  all  Tweets  that  mention  your  username  so   you  can  easily  keep  track  of  conversations  people  are  having  with  you  or   about  you.  
    14. 14. CREATING  YOUR  PROFILE  
    15. 15. 1.  Navigate  to  http://twitter.com  and  fill  out  the  sign  up  form.   2.  Enter  your  full  name,  email  and  password.   3.  Click  sign  up  for  Twitter.     4.  You’ll  be  taken  to  another  screen  to  select  a  username.   •  When  selecting  a  username  try  to  make  it  the  same  name  as  your   Instagram  handle  if  applicable.   •  Usernames  must  be  fewer  than  15  characters.     •  Since  usernames  take  up  characters  in  retweets  having  a  shorter  name   7-­‐10  characters  is  preferable.  
    16. 16. PROFILE:   Upload  a  profile  picture,  header  and  background  to  display   your  personality.    
    17. 17. •    20%  Links  to  your  own  listings  on   Townrealestate.com  or  your  own  blog  if  you  have   one   •  30%  Link  to  other    people’s  content  (News,  Press,   other  interests)   •  The  remaining  50%  should  consist  of  personal   interaction,  small  talk,  commenting  and  networking   Content  Mix:  
    18. 18. Answer  these  questions:   •  Who  is  your  target  audience?   •  What  problem  can  you  solve  or  need  can  you  fulfill?   •  What  unique  outlook  can  you  share  that  positions   your  business  as  thought  leader  within  your  local   market?   •  Will  you  manage  your  social  media  or  outsource?  If  it   is  you,  how  much  time  can  you  commit  on  a  weekly   basis?   •  What  end  results  are  hoping  to  achieve?  Be  specific   in  what  outcome  you  hope  for  whether  it’s  to   generate  new  business  or  gain  new  recruits.   Getting  Started  
    19. 19. Choose  a  handful  of  personal  qualities  about   yourself  that  you  want  to  be  known  for.     Ask  yourself  the  following  questions:     •   What  interests  you  most?   •   What  will  you  have  fun  executing?   •   What  could  you  be  most  consistent  with?   •   What  do  you  want  to  use  social  media  for?       FINDING  YOUR  VOICE  
    20. 20. Some  content  you  can  specialize  in:   •  Home  Décor   •  Sports   •  Family  Life   •  Fitness   •  Restaurant  Reviews     Make  sure  you  don’t  try  to  focus  on  too  many  things  –   it’ll  be  harder  for  someone  to  remember  any  of  it.     Make  sure  you’re  honest  with  yourself  –  pretending  to   be  something  you’re  not  never  works  well.     FINDING  YOUR  VOICE  
    21. 21. Staying  Consistent   Once  you  find  out  what  your  online  voice  will  be,  you  have  to   be  accountable!       Stay  in  touch!  –  Create  posting  calendars  for  yourself    so   people  can  look  forward  to  seeing  your  posts     Stay  relevant  –  post  timely  articles  or  photos  that  are  of   interest  to  you     Stay  Personal  –  Post  photos  of  you  and  your  family/friends    
    22. 22. PERSONAL  VS.  PROFESSIONAL   Everything  on  the  Internet  is  public..     Always  be  thoughtful  when  publishing  your   opinions  and  personal  life  on  the  Internet.       •  Personal  :   •  Always  maintain  a  positive  demeanor   •  Be  cautious  of  the  photos  you  share  (risque   clothing  or  behavior)    
    23. 23. BRIDGING  THE  GAP  BETWEEN  YOUR  AUDIENCE  AND  YOU   The  number  one  source  for  real  estate  listings  is  referrals   Social  media  is  your  opportunity  to  engage  with  your  clients  on  a   regular  basis     • Stay  top  of  mind  by  becoming  the  authority  (the  topic  is  up  to  you)   • Stay  in  people’s  news  feeds  by  posting  to  twitter  5-­‐7  times  a  week   • Stay  consistent  on  twitter  by  sharing  relevant  articles  and  posting   fun  and  exciting  updates  more  frequently     As  long  as  you  stay  top  of  mind,  they  will  remember  to  refer  you  to   friends  and  connect  with  you  when  the  opportunity  arises.             Only  14%  of  consumers  trust  ads   75  %  trust  peer  recommendations   90%  of  consumers  start  their  search  online!      
    24. 24.   •  Plan  a  messaging  schedule  of  80%  sharable  content,  20%  sales/ leasing  messages     •  Set  up  Google  alerts  and  subscribe  to  newsletters  for  good  content   you  can  share  regularly   •  Share  content  from  Around  TOWN  emails,  the  corporate  Facebook   Page  and  YouTube   •  Share  your  listings,  but  focus  on  one  interesting  aspect   •  Tweet  How-­‐To’s.  YouTube  and  design  blogs  have  great  articles  about   DIY,  Home  Décor,  and  even  recipes   •  Geographic  info  –  become  the  go-­‐to  in  your  neighborhood   •  Ask  questions.  Ask  for  opinions.   •  Share  photos   •  Be  Funny/friendly/inspirational  –  Share  great  quotes  using  #qotd   (quote  of  the  day)   •  Try  to  use  a  hashtag  in  every  Tweet  to  increase  your  virality,  tag   other  businesses  in  your  Tweets  instead  of  using  names     What  to  Tweet:  
    25. 25. Use  the  search  functionality  to  find  new  followers  and  potential   clients   •  “Moving  to  NYC”   •  Relocating  NYC   •  NYC  News   •  West  Village  News,  East  Village,  etc.     Grow  Your  Following    
    26. 26.     •  Follow  people  that  want  to  follow  you  (people  talking   about  your  topic)   •  @reply  even  people  who  don’t  follow  you   •  Interact  with  influencers   •  Take  it  offline!  Tweet  from  events  and  follow  influencers   that  day   •  Add  yourself  to  twitter  directories  like   www.wefollow.com,  www.twello.com       Grow  Your  Following  
    27. 27.     •  Send  an  email  blast  to  your  list  encouraging  subscribers  to  follow  you   •  Add  your  link  to  your  signature  (Twitter.com/username)   •  Follow  people  that  want  to  follow  you  (people  talking  about  your  topic)   •  @reply  even  people  who  don’t  follow  you   •  Interact  with  influencers   •  Follow  all  of  your  vendors  and  clients  and  begin  having  conversations  with   them,  a  lot  of  them  will  reciprocate   •  Begin  following  the  top  100  bloggers  on  real  estate  (find  via  apps  like   TRAAKR)   •  Follow  real  estate  developers/builders   •  Add  yourself  to  twitter  directories  like  www.wefollow.com,  www.twello.com       Grow  your  following  
    28. 28.   •  Industry  Peers  and   professionals   •  Experts  (RE,  Social  Media,   Marketing,  etc.)   •  Client  List  (private)   •  Local  Competition  (private)     Create  and  Subscribe  to  Lists  
    29. 29. Top  Tweeters   Paul  Macapagal  –  Town  Residential    Paul  gained  his  following  by  finding  people  with  common  interests   and  following  them!    Twitter.com/nyc_real_estate      
    30. 30. Top  Tweeters   Chris  Alston  @chris_alston   •  Chris  has  a  great  mix  of   commentary  and  interacts  with  his   followers  regularly      
    31. 31.   •  Find  10  Tweeters  you  should  be  interacting  with.       Exercise  
    32. 32.   •  Follow  5  real  estate  reporters  or  editors     Action  Items       •  Lauren  Schuker  Blum,  WSJ  @laurensblum   •  Candace  Jackson,  WSJ  @candace_jackson   •  Michelle  Higgins,  NYTimes  @michellehiggins   •  Vivian  Toy,  NYTimes  @VivianSToy   •  Matt  Chaban,  Crains  @MC_NYC   •  Kathy  Clarke,  The  Real  Deal  @KathyClarkeNYC   •  Send  an  email  blast  to  your  list  encouraging  people  to  follow  you  on   all  social  media.  Include  relevant  links     •  Post  a  picture  to  twitter     •  See  what’s  trending  and  get  involved  in  the  convo.  You’ll  be  surprised   how  many  people  pay  attention  to  this  feature  

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