Promotion Beyond MLS

Promotion Beyond MLS

Websites, Blogs, Newsletters
& Social Media

Manny Sanchez Jr.

Start Here

Shooting an Elephant

The largest U.S. web domain registry company, GoDaddy, was subject to
massive backlash after its CEO, Bob Parsons, tweeted a link to a video of
himself shooting an elephant in Zimbabwe. People for the Ethical Treatment
of Animals led an effort urging a boycott of GoDaddy, and competitors tried
to capitalize by offering discounted transfer rates and even making
donations to elephant charities.

www.RadicalGravity.com

The Marsh Cafe

The Marsh Cafe, in San Francisco, put up a sign that promoted ‘Foursquare
mayor drinks for free!’. Since starting the offer, The Marsh cafe has a seen a
surge in demand and has hired extra staff and extended opening hours to
meet it.


Social media is a double edged sword


Content
• User Friendly Websites • Facebook, Twitter & Youtube
– Exercise: – Exercises:
Revise your website Create a Facebook page
Create a Twitter account
• Social Media Marketing Create a Youtube channel
– Exercise:
Content Questionnaire • Business Newsletters
Social Media Calendar – Exercises:
Build a newsletter
• Dangers of Social Media
• Other tools & the future of
• Business Blog social media marketing.
– Exercise:
Build a business blog


User Friendly Websites

What makes a website
user friendly?


Navigation

• Prominent
• Categorized
• Easily Identified
• Easily Accessed


Navigation

Examples of bad navigation

bit.ly/WEBnav1
bit.ly/WEBnav2
bit.ly/WEBnav3
bit.ly/WEBnav4


Design

• Design should reflect you’re your brand.

• Colors should not distract you from content.

• Keep it simple.


Design

Examples of bad design

bit.ly/WEBdesign1
bit.ly/WEBdesign2
bit.ly/WEBdesign3
bit.ly/WEBdesign4


Content

• People are on the internet in search of content.

• People will not visit you website if you don’t have
anything new.

• You content must be searchable (search box).


Splash Pages & Flash

On the web, a splash page is a page in your website that
acts as a front page prior to displaying the home page.
Usually used with flash.

• 25% of visitors leave a site right after seeing a splash page.
• Website takes longer to load.
• Does not work on mobile phones.
• You content must be searchable (search box).
• Bad SEO, cant be indexed.
• Annoying (for visitor).


Splash Pages & Flash

Examples of splash pages

bit.ly/WEBcon1
bit.ly/WEBcon2


Mobile Ready

• According to Google, 61% of users are unlikely to return to
a website that they had trouble accessing from their
phone.

• By 2015, 90% of mobile phones will be Smartphone's

• By 2013 mobile Internet users will overtake desktop users.


Mobile Ready

Examples of mobile ready websites

bit.ly/WEBmobi1
bit.ly/WEBmobi2
bit.ly/WEBmobi3


Exercise

Review if my website
user friendly


Social Media Marketing

Social Media is the #1 activity on the web


Years to reach 50 million users:

Radio: 38 years
TV: 13 years
Internet: 4 years
Facebook: added 100 million users
in less than 9 months


• Social Media is the #1 activity on the web

• If facebook were a country it'd be the world's 3rd largest

• YouTube is the 2nd largest search engine in the world

• 93% of consumers believe companies should have a social
media presence of some kind – Cone Business Social
Media Study



What happens in Vegas stays
on Facebook / Twitter / Youtube



• Like, subscribe & follow
• Content
• Impact
• Authority
• Personality


Like, Subscribe & Follow

Positive word of mouth recommendations are still the best and least
expensive way to build successful business. Social networks as the
modern version of word-of-moth advertising on steroids

• Pump out good content
• Personally interact with your audience
• The capacity to care about the people you interact with is the biggest
reason why some brands win and others lose.

• Get a flip cam start video blogging.
• Open a wordpress account
• Participate in local conversations on blogs, twitter or facebook
• Don't expect overnight results.


Content

Content is relevant and useful information that
your visitors will find helpful, educational,
interesting or just plain fun.

It can be in the form of text, video or audio.

Content can position your company as a trusted
source of information.


Content

What would you do with an email or update like this?

“We believe the alliance between Ramos Real Estate
and Sanchez Reservations represents a synergistic
win-win with significant value add for both solutions,
allowing each to utilize and leverage their unique
strengths in the market”


Content

• Create something that your audience can
understand, want to read, watch, listen to.

• You want them to love it and share it.

• Social media marketing starts with creating good
content.


Exercise

Content Questioner


Impact

Within the first 30 second of a speech, your
audience realizes whether or not they want to hear
more, in social media, you actually have less time.


Impact

• You blog should have a provocative title in each post.
Questions make great titles.
• Video and audio clips, immediately jump into a story.
• Don't use old marketing techniques in social media, its a
recipe for disaster.
• Start juicy conversations by
– Asking questions
– Make controversial statements
• Always offer a next step
– Share this with your friends
– Leave a comment (by ending with a question)


Authority
Milgram’s Study:

"The Milgram experiment on obedience to authority figures was a series of
notable social psychology experiments conducted by Yale University
psychologist Stanley Milgram, which measured the willingness of study
participants to obey an authority figure who instructed them to perform acts
that conflicted with their personal conscience."

Source: http://en.wikipedia.org/wiki/Milgram_experiment

The experiment was primarily done during the 60s to test how far people
would go listening to authority or doing what they believe is right. 2/3rds of
people actually listened to the point of (they thought) killing someone.


Authority
Milgram’s Study:

• Milgram says we have a deep seated sense of duty to authority.

• Our compliance to authority is driven mostly by perception.

• That's why a lab coat, police uniform or an expensive suit can
facilitate influence over others.


Authority

“Great content creates authority”

• Write consistently about your area of expertise, that
makes you and authority

• If people think your important, so does Google

• People respond to and follow important people more
than others


Personality

• Let people know there is a real person behind the social
network account.

• A strong point of social media is that its a direct conduit
to your audience, its a 1 on 1 conversation, even if you’re
a company as big as Coca Cola.

There is really nowhere to hide (facebook, archive.com,
linkedin, etc) so might as well be yourself.


Exercise

Create a Social Media Calendar


Dangers of Social
Media

Internet is so big, so powerful and pointless
that for some people it is a complete
substitute for life
- Andrew Brown

Privacy
• If not careful your profile information, photos, status updates,
comments could reveal to much to the world. Things as where you
live, when are and are not at home. Are you on vacation.

• You email, date of birth, phone number could lead to ID theft.

• Anything you post becomes public domain, even if you share it with
“friends only”, social network policies change, what are your friends
doing with that embarrassing photo?

• Anything you post on a social network should be viewed as public or
as material that can easily be made public.


Privacy

• Familiarize yourself with privacy settings.
• Regularly review your pages and see if any of the info you
posted can be used by others for ID theft, people to
locate you.
• If you have sensitive information to share use other forms
of communication.

You should never publish anything online that you don’t
want the public to see. (Personal information,
questionable photos, offensive jokes or remarks.)


Time
• Social networking can become a distraction and consume time. Social
networks come with games, real time wasters. If you have time set
aside for leisure, and that is your gusto, go for it. But if not, don’t
waste time on the games.

• The more contacts you have the more time you will spend social
networking.

• Keep a social media calendar and respect it, or time yourself.

• Studies have shown that (and by personal experience), overuse of
social networking can cause you anxiety and stress. Know when to
shut it down.


Reputation

Social networks as the modern version of
word-of-moth advertising on steroids.

Watch what you post.


Reputation

Gilbert Gottfried's Japan Jokes

In March 2011 Japan suffered a devastating earthquake and tsunami.
Four days later, actor Gilbert Gottfried tweeted insensitive jokes that
piggybacked on the disaster. He was subsequently fired from his Aflac
spokesperson position.


Reputation

"Chrysler's" Road Rage

Someone with access to car manufacturer Chrysler's Twitter account
tweeted their disgust for Detroit drivers. The company quickly removed
the tweet, apologizing that its account had been compromised.


Reputation
• Companies have lost customers because of posting the wrong thing.

• Many people have lost their jobs or been turned down for new jobs
become of what has been posted online.

• The most important thing to do when your brand is going down the
tube because of something posted or someone else said is simple:
– Respond immediately
– Be honest

• In Social media, you don’t talk to the company, your talking to a
human being on the other side, social media is a 1 on 1 conversation.


Security

Sooner or later you will get hacked.

• Study the security settings of your social network. Most
of them have second layer of security. Not just a
username password, but they text you or call you with a
secret code.

• If you do get hacked, reported immediately to your social
network. All have a help button at the footer of the site,
where you can report it.


Security

Use secured passwords:

• Make sure there at least 8 characters long and add
numbers and mix high and low caps.

• When using a public computer... don't. If you really have
to, change your password once you get to your computer.

• www.PasswordMeter.com
• www.StrongPasswordGenerator.com


Business Blog

You business blog will be
your hub, your foundation
or home base.

The reason you have social
networks and newsletters is
to bring people to your hub.


Business Blog
What is a blog & why should I have one?
• The word comes from Web Logs, it was coined on Dec 17th 1997 by
Jorn Barger.

• A blog is a website. A website that is constantly updated. Blogs are an
inexpensive way to build an online presence. Your blog is where
people can go deeper and get more intimate with you.

• You blog is where you educate, entertain, engage, end enrich your
reader.

• Blog at least 2 o 3 times a week.

• Over 50% of blogs are abandon within the first 90 days.


Business Blog

• Why do you want to publish a blog?
• What are the business objectives, outcomes, or goals you
want from your business blog?
• Who is your ideal reader?
• How do you want your readers to feel when they read
your blog?
• What do you want your readers to do when they read
your blog?
• How much time do you have to devote to your blog each
week?
• What is your blogs core message?


Exercise

Build a business blog


News Feed or Stream

One of the most important things that made
facebook so popular is its news feed (copied from
twitter).

This news feed, stream, live update is replicated
on the majority of social networks, so its
important we understand the concept.


News Feed or Stream


Facebook
• In February of 2004 Mark Zuckenberg and a few of his collage friends
launched facebook from their Harvard dorm room.

• Currently it is the #2 most visited website in the world.

• It is the largest photo sharing platform.


Facebook
• Page
Are intended for businesses, brands and public figures. Every time
you post something on your page only people that have clicked the
“LIKE” button get notified.

• Profile
People use them to maintain their online identity with Facebook.
When you post something in your profile (depending on your privacy
settings), only your friends get notified.

• Group
For people who share a common interest, access can be restricted.
When you post something on a group, everyone in the groups gets
notified about it.


Exercise

Create a facebook page


Twitter
Twitter was launched in July of 2006. Many call it a social network,
but its actually a microblogging site. You can tweet text messages of
up to 140 characters long.

Twitter is great for updates. It use to be just text and links, but now
you can post photos and videos


Exercise

Open a twitter account


Youtube
YouTube is a video-sharing website, created by three former PayPal
employees in February 2005, on which users can upload, view and share
videos. In November 2006, YouTube, was bought by Google for US$1.65
billion.

It is the #4 most visited site in the world.

You want to create video. Go to http://animoto.com or http://aditall.com/
(online simple as dirt video editing).

With a webcam you can do:
• Interviews
• Event News
• How-two
• Video tours
• Promotional


Exercise

Create a youtube channel


Newsletters

A newsletter is a communication distributed to interested
persons via email.

The topic of the newsletter can vary but it should always
relate to your business and provide information that is
interesting and useful to your readers.


Exercise

Build a newsletter


Other Tools & the Future
Other social networks worth mentioning
• LinkedIn (mainly used for professional networking).
• Flickr (Photo sharing site)
• Forums (another tool to get people to your hub)
• Social bookmarking sites: digg.com, stumbleupon.com, reddit.com

Keep an eye on
• Mobile Marketing
By 2013 mobile Internet users will overtake desktop users.
• Google+
Google own social network, connected to google.com and youtube.com

Resources
• www.SocialMediaExaminer.com
• www.Socialnomics.com


THANK YOU FOR
YOUR TIME
SEE YOU SOON
Websites, Blogs, Newsletters & Social Media


Promotion Beyond MLS

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