The Benefits of Making Your Social Marketing Human-First, Cory Vasquez, Social Fresh Conference 2016
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The document discusses the importance of being "human-first" in social marketing. It argues that people want real and honest relationships online, not false realities or pointless activities. To build trust and engage customers, brands should focus on creating content that is timely, interactive, honest, relatable, high-quality yet empathetic. Specifically for real estate agents, it says being a real person online can translate to real business by developing conversations in a natural voice.
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The Benefits of Making Your Social Marketing Human-First, Cory Vasquez, Social Fresh Conference 2016
- 1. The Benefits of Making Your Social Marketing HUMAN-FIRST
- 3. False Realities Sleep 8 hours Morning Yoga Journaling Brush AND Floss Work, build relationships, family Financial planning Pointless Activity Evening exercise Make the perfect dinner More journaling Meditation
- 4. Real people Can we be real people - and organizations - online so that we can have real relationships that translate to business?
- 5. Real Estate
- 7. The Trust Factor Real estate agents are real people
- 8. Human-first Content 1. timely, not scripted 2. engaging, interactive 3. honest 4. relatable 5. quality not quantity 6. empathetic, sympathetic
- 10. The RE/MAX conversation 1. timely, not scripted 2. engaging, interactive 3. honest 4. relatable 5. quality not quantity 6. empathetic, sympathetic
- 17. Why Social Works
- 18. Why Social Works 1. Show a sense of humor 2. Use everyday language 3. Engage in conversation 4. Acknowledge mistakes 5. Develop and use your unique voice * Social Media Examiner
Editor's Notes
- WHAT IS THE PROBLEM? Social media has added to even traditional media’s proliferation of ‘false realities’. This, in turn, has led to the theory that we don’t or aren’t capable of developing real relationships online. And when you’re in a relationship-building business – which I would argue, most of us are – then that could make having an online presence or being active on social media pointless.
- Now, how many of you have time for pointless activities?
- There is, however, an enormous and usually captive audience online today, that as an entrepreneur or company or organization we want to take advantage of. We know though that they’ll shut us down if it’s an ad or even too polished of a message
- If our audience is online and they’re looking for us, how can we be real? The housing market has made a fantastic rebound since the recession and while many have said that technology will eliminate the need for real estate agents, consumers still trust agents to help them through one of the most important financial investments they’ll ever make. It becomes a VERY critical relationship and one built solidly on trust. And to trust someone, you have to know them.
- That’s why as a company and with our agents, we’re solely focused on building authentic relationships and we actually see social media as the perfect way to do that. ..and WE BELIEVE they can be real if you put human-content first.
- What is human-first content? It’s the real, true “us.” The person or company that people see when they really get to know us.
- RE/MAX is a four decades old real estate company. It’s become one of the most well-known brands in the world BECAUSE of years of traditional advertising. But, we’ve lacked something with traditional marketing – an authentic and bi-directional relationship with home buyers and sellers. With social media we now have that opportunity and so do our agents. It’s not all bus benches with posed-agent photos and outdoor billboard or TV spots. It’s a conversation. But we realize the stakes have been raised and consumers want an authentic conversation.
- RECESSION – Our first experience with being real
- Dave and Gail Liniger are real people who had been through recessions before
- As we worked our way out of the recession, our opportunity to really start to shine and focus on the positives
- Now it’s about the people – both our agents around the world and the people that they help every single day
- Chick Fil-A and American Cancer Society; examples of taking the human approach – both good and bad – beyond traditional advertising
- Some brands may have to work a little harder to find that human element but it’s incredibly possible – ChickFilA, 3M, Secret
- One of my favorites! -- Content that relates – it may not relate to everyone but through time and continuously being true to yourself, you’ll find that you will ‘authentically reach’ a variety of people.
- Since the beginning of time, we’ve been connecting through our senses. We are an incredibly and increasingly visual society – thus the creation of Instagram, Snapchat and LIVE video on social networks.
- How can I you be more human? A few quick ways to implement (Social Media Examiner): Show a sense of humor Use everyday language Engage in conversation Acknowledge mistakes Develop and use your unique voice