The document discusses focusing on Facebook for real estate marketing. It recommends focusing on Facebook over other social media platforms because Facebook has more users and better ROI opportunities through referrals. It provides three strategies for driving word-of-mouth referrals on Facebook: establishing expertise, growing your network size, and creating engaging posts. It also recommends setting metrics goals, using Facebook personally to understand it, and leveraging Facebook Insights and the Open Graph.

1. TBYT…or… Why & How to Focus on Facebook Presented by: Alex Chang, CEO Roost July 14, 2010, Real Estate Connect SF

2. 1. Social Media - What to focus on?

3. 2. Why Facebook There’s a fundamental platform shift underway – Google to Facebook Facebook US usage is 4-5x Twitter Social Networking opens up much more interesting ROI opportunities than SEO (think referrals) Your agents are on Facebook today

4. 3. Your goal is to drive word of mouth referral deals...3 strategies to hit it 1. Establish your brand as a trusted expert - Constantly reinforce that image through consistent work 2. Grow your network - The size of your network (“Likers” and “Friends”) dictates the size of your audience 3. Create engagement Posts that get “Liked”, “Shared” & “Commented” reverberate past your network and achieve the above High velocity of bad posts have a NEGATIVE effect (Hides, UnFriend/Unlike)

5. 4. Metrics and measurement are your friends (even if not perfect) Set simple goals to start! # Friends/“Likers” # of posts/day % posts that engagement (get shared, Liked, commented) Begin to think about how to tie to deals (tag the “lead source”) Track & Measure! Learn, recalibrate, optimize

6. 5. Eat your own dogfood Only those who consume Social Media understand how to leverage it Use it in your personal life, or you’re eating fake dog food Yes, this applies to your Agents too. Good news is they’re already doing it

7. 6. Three insider’s tips Understand “EdgeRank” - This is the algorithm used to determine what posts make it into the “Top News” stream - Hint – it’s about engagement Leverage the “Open Graph” on your website & blog - Add “Like” buttons to posts to get them into FB Facebook Insights is getting better all the time - Start to develop a competency for Facebook’s free analytics tool, “Insights” it will pay off

8. 7. We’re here to help Roost offers free and premium social tools to brokers and agents We also offer customized agent training on behalf of our broker partners We are passionate about this and happy to chat anytime, even if you’re not a customer

9. 8. Contact us FB Facebook.com/Roost Tw @Roost Email [email_address] My email [email_address] My Tw @AlexChangSF