Social Media for Real Estate Professionals 2014

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Kelly Mirabella will discuss how to use the most popular (and some not so well known) social media tools for your real estate business. Increase visibility, gain more clientele and stand out from the competition using these social media and new media techniques.

Kelly will also show you the best practices for the top social media networks, teaching you the important steps to take to stand out and be a valuable source for your clients.

This class will cover some key take aways you can implement right away in your social media strategy. Learn about the techniques that will gain you more engagement and take your social marketing to the next level!

Learn more about Kelly Mirabella and Stellar Media Marketing at http://www.stellarmediamarketing.com

Published in: Business, Technology

Social Media for Real Estate Professionals 2014

  1. 1. Out of the Box Social Media for the Real Estate Industry Tuesday, January 21, 14 By Kelly Mirabella
  2. 2. Via Postling.com Tuesday, January 21, 14
  3. 3. Why Social Media Marketing? • • • • • Join the Conversation Build Relationships Brand Awareness Search Engine Optimization Provide a collaborative environment for prospects and customers. Tuesday, January 21, 14
  4. 4. • • • 1 billion monthly active users More than 680 million mobile monthly active users 80% of Social Network Users Prefer to Connect with Brands through Facebook Tuesday, January 21, 14
  5. 5. Facebook Marketing • • B2C Facebook results are 30% above average on Sundays 95% of Facebook wall post are not answered by brands! (All Facebook) Two main reasons people like a brand: (Mashable) 1. They are already a customer (58%) 2. They want to receive discounts or promotions (57%) Tuesday, January 21, 14
  6. 6. Tuesday, January 21, 14
  7. 7. Cover Image 851x315 Tuesday, January 21, 14
  8. 8. Cover Image 851x315 Profile Photo 160x160 Tuesday, January 21, 14
  9. 9. Cover Image 851x315 Message Tuesday, January 21, 14
  10. 10. Cover Image 851x315 About Section Tuesday, January 21, 14
  11. 11. Cover Image 851x315 Tabs 111x74 Tuesday, January 21, 14
  12. 12. Post & share here Feed Tuesday, January 21, 14 Your Friends who like this page too
  13. 13. Post by others The Page’s likes Tuesday, January 21, 14
  14. 14. Highlighting a Post Tuesday, January 21, 14
  15. 15. Highlighting a Post Tuesday, January 21, 14
  16. 16. Pin a Post to the Top Tuesday, January 21, 14
  17. 17. Pin a Post to the Top Tuesday, January 21, 14
  18. 18. Creative Covers Tuesday, January 21, 14
  19. 19. Creative Covers Tuesday, January 21, 14
  20. 20. Creative Covers Tuesday, January 21, 14
  21. 21. Creative Covers Tuesday, January 21, 14
  22. 22. Creative Covers Tuesday, January 21, 14
  23. 23. Creative Covers Tuesday, January 21, 14
  24. 24. Creative Covers Tuesday, January 21, 14
  25. 25. Creative Covers Tuesday, January 21, 14
  26. 26. Tabs = Applications Tuesday, January 21, 14
  27. 27. Tabs = Applications Tuesday, January 21, 14
  28. 28. Admin Panel Tuesday, January 21, 14
  29. 29. Admin Panel Tuesday, January 21, 14
  30. 30. Admin Panel Tuesday, January 21, 14
  31. 31. Admin Panel Tuesday, January 21, 14
  32. 32. Admin Panel Tuesday, January 21, 14
  33. 33. Embedded Post Tuesday, January 21, 14
  34. 34. Embedded Post Tuesday, January 21, 14
  35. 35. Photos in Comments Tuesday, January 21, 14
  36. 36. Photos in Comments Tuesday, January 21, 14
  37. 37. Photos in Comments Tuesday, January 21, 14
  38. 38. No More EdgeRank • Story Bump: Post with more interaction can have a new life with Story Bumping • More interaction with your page = they see your post more • Use Insights to understand what kind of post works best for your page • Last Actor: The last 50 “actors” you have engaged with will come up more in your feed Stellar Tip: Use Embedded post on your blog & website to increase engagement therefore helping with Story Bump & Last Actor! Tuesday, January 21, 14
  39. 39. No More EdgeRank Tuesday, January 21, 14
  40. 40. No More EdgeRank What this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours. Tuesday, January 21, 14
  41. 41. No More EdgeRank What this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours. ■ Posts that get more likes, comments and shares show up more in News Feed and are seen by more people. Posts that are hidden, reported as spam or cause people to unlike your Page reach fewer people. Tuesday, January 21, 14
  42. 42. No More EdgeRank What this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours. ■ Posts that get more likes, comments and shares show up more in News Feed and are seen by more people. Posts that are hidden, reported as spam or cause people to unlike your Page reach fewer people. ■ If you notice a spike or dip, look at what you posted that day to learn more about how you might have influenced your reach. Tuesday, January 21, 14
  43. 43. Tuesday, January 21, 14
  44. 44. Tuesday, January 21, 14
  45. 45. ✴ 238 million users world wide (84M in the USA) Tuesday, January 21, 14
  46. 46. ✴ 238 million users world wide (84M in the USA) ✴ 27% visits via mobile device Tuesday, January 21, 14
  47. 47. ✴ 238 million users world wide (84M in the USA) ✴ 27% visits via mobile device ✴ 40% of users check their account daily Tuesday, January 21, 14
  48. 48. ✴ 238 million users world wide (84M in the USA) ✴ 27% visits via mobile device ✴ 40% of users check their account daily ✴ LinkedIn counts executives from all 2013 Fortune 500 companies as members. Tuesday, January 21, 14
  49. 49. ✴ 238 million users world wide (84M in the USA) ✴ 27% visits via mobile device ✴ 40% of users check their account daily ✴ LinkedIn counts executives from all 2013 Fortune 500 companies as members. ✴ LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012. Tuesday, January 21, 14
  50. 50. Tuesday, January 21, 14
  51. 51. Your Profile LinkedIn profiles are searchable through all major search engines, Including Google, Bing and Yahoo. ✴ Make a Great First Impression (see Photos Matter) ✴ Optimize - Keywords and Phrases ✴ Be Found - Go Public ✴ Websites & Custom URL ✴ Summary, Experience & Education ✴ Recommendations ✴ Spell Check Issues Tuesday, January 21, 14
  52. 52. Photos Matter Be honest: Do you look the same in your professional and social media photos? If not, you have a branding problem. 1. 2. 3. 4. 5. A professional headshot should meet the following requirements: Focus on subject’s face with limited distractions Subject should be smiling Subject is wearing clothing that reflects their personal brand. No sunglasses, no hat, no t-shirts with slogans or intricate patterns Females no plunging necklines or large, dangling earrings Tuesday, January 21, 14
  53. 53. How Do you Rank? Tuesday, January 21, 14
  54. 54. How Do you Rank? Tuesday, January 21, 14
  55. 55. Increase visibility & Engagement • Group Interaction • Post Regularly • Images • Links • Status Updates • LinkedIn Today Tuesday, January 21, 14
  56. 56. Best Practices • Fill out your profile to 100% +++ • Have a great photo • Be active • Use the tools • Tie your account to Twitter if you have a Twitter account Tuesday, January 21, 14
  57. 57. • Visitors from Pinterest are10% more likely to make a purchase over other major social media sites such as Facebook and Twitter • Pinterest is used by 26% B2B marketers. • Pinterest site’s referrals spend 70% more money than visitors referred from non-social channels. • 98 minutes per month is the average time spent on Pinterest • 57% of users interact with food-related content and its said to be the number one category of content. with 11.9% of pins, followed by DIY and crafts 9.2% and home decor (5.9%). Tuesday, January 21, 14
  58. 58. 7 tips for success 1. Create a business account (or convert a profile to a business account) 2. Create great boards to organize 3. Check your analytics 4. Make your website Pinnable • Pin it buttons • Use great images 5. Engage - Be active - But don’t overdo it 6. Consider group boards 7. Use keywords and always fill out the descriptions Tuesday, January 21, 14
  59. 59. Account Settings Tuesday, January 21, 14
  60. 60. Account Settings Tuesday, January 21, 14
  61. 61. Account Settings Tuesday, January 21, 14
  62. 62. Account Settings Tuesday, January 21, 14
  63. 63. Set up boards Tuesday, January 21, 14
  64. 64. Set up boards Tuesday, January 21, 14
  65. 65. Set up boards Tuesday, January 21, 14
  66. 66. Set up boards Tuesday, January 21, 14
  67. 67. Search Tuesday, January 21, 14
  68. 68. Search Tuesday, January 21, 14
  69. 69. Search Tuesday, January 21, 14
  70. 70. Tuesday, January 21, 14
  71. 71. Fun Fact: 80% of the pins on Pinterest are RePins Tuesday, January 21, 14
  72. 72. Pin & Re-Pin Tuesday, January 21, 14
  73. 73. Pin & Re-Pin Tuesday, January 21, 14
  74. 74. Pin & Re-Pin Tuesday, January 21, 14
  75. 75. Images 1 Profile images: 165 x 165 pixels. 2 Pins in feed: 238 pixels x adjusted to height. 3 Expanded pin size: 735 pixels x adjusted to height. “When you think of a single word, your images will always be focused, and they’ll always convey a meaning that makes a real impact.” – Smashing Magazine. Tuesday, January 21, 14
  76. 76. Visual Concepts • Color maters - Images that are redish orange get twice as many repins than blueish tints • Size matters - Vertical images with an aspect ratio between 2:3 and 4:5 get repined 60% more than very tall images. This is despite what people tell you about having very tall images to catch people’s eye in the feed. • Brand images without faces get 23% more pins than those with faces in the image. • What else can you pin? Tuesday, January 21, 14
  77. 77. Example Time! Tuesday, January 21, 14
  78. 78. Example Time! Tuesday, January 21, 14
  79. 79. Example Time! Tuesday, January 21, 14
  80. 80. Example Time! Tuesday, January 21, 14
  81. 81. Example Time! Tuesday, January 21, 14
  82. 82. Example Time! Tuesday, January 21, 14
  83. 83. Example Time! Tuesday, January 21, 14
  84. 84. Example Time! Tuesday, January 21, 14
  85. 85. Example Time! Tuesday, January 21, 14
  86. 86. Example Time! Tuesday, January 21, 14
  87. 87. Increase Engagement Data Source: Hubspot.com Tuesday, January 21, 14
  88. 88. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. Tuesday, January 21, 14
  89. 89. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. Tuesday, January 21, 14
  90. 90. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  91. 91. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  92. 92. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  93. 93. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  94. 94. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  95. 95. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] Tuesday, January 21, 14
  96. 96. Increase Engagement Data Source: Hubspot.com • Include a call to action - 80% increase in engagement when there is a call to action. • Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic. • Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly] • Timing: 2pm - 4pm 8PM - 1AM Tuesday, January 21, 14
  97. 97. Best Practices Create a handful of boards that cover a broad range of interests. Repin within Pinterest to engage other users Don’t pin too many times in a row, especially if you’re linked to your social platforms. Pin regularly http://business.pinterest.com Tuesday, January 21, 14
  98. 98. Tuesday, January 21, 14
  99. 99. • Google+ has 525 million active monthly users • The +1 button is used 5 billion times per day • The more +1s an article or blog gets the higher it appears in Google search • 625k new users added everyday Tuesday, January 21, 14
  100. 100. Why does it matter ✴ All public profiles, post and pages are ranked and indexed in Google ✴ This means the more active you are the more likely YOU will show up on page one of Google! Tuesday, January 21, 14
  101. 101. Why does it matter ✴ All public profiles, post and pages are ranked and indexed in Google ✴ This means the more active you are the more likely YOU will show up on page one of Google! Tuesday, January 21, 14
  102. 102. Why does it matter ✴ All public profiles, post and pages are ranked and indexed in Google ✴ This means the more active you are the more likely YOU will show up on page one of Google! Tuesday, January 21, 14
  103. 103. Get the Most Out of Your Page & Profile • • • • • Get verified and Link to your website (G+ makes contextual linking easy and links are “followed”). Optimize: Writing a descriptive, accurate and keyword focused “About” page. Link to your other social media online profiles like Facebook, Twitter, LinkedIn. If you are a location based company create a place page. Post at least once per week and be sure you consider keywords in your posts Get Authorship Tuesday, January 21, 14
  104. 104. Get the most out of your experience ✴ Communities ✴ Hangouts ✴ Get the +1 button on your content ✴ Tag people (just add a + before their name) ✴ Organize your circles ✴ Get the badge for your website ✴ Top sites using the Google+ badge have grown their audience an average of 38 percent. Tuesday, January 21, 14
  105. 105. Bonus reasons to use ■ Each post has its own URL. ■ The first 45-50 characters of the post appear in the title tag. ■ If a post is re-shared, it can accumulate internal links from the Google + platform ■ Anchor text is recognized and adds SEO relevance ■ Google+ posts are crawled and indexed almost immediately. Tuesday, January 21, 14
  106. 106. Video is More Important Than Ever 73% of homeowners say they’re more likely to list with a Realtor offering video, yet only 12% of the real estate industry currently have YouTube accounts. Tuesday, January 21, 14
  107. 107. • • • • • More than 1 billion unique users visit YouTube each month Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year 100 hours of video are uploaded to YouTube every minute YouTube is localized in 61 countries and across 61 languages According to Nielsen,YouTube reaches more US adults ages 18-34 than any cable network The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year Via YouTube Tuesday, January 21, 14
  108. 108. Tuesday, January 21, 14
  109. 109. ✴Upload Home Tours Tuesday, January 21, 14
  110. 110. ✴Upload Home Tours ✴Area Tours Tuesday, January 21, 14
  111. 111. ✴Upload Home Tours ✴Area Tours ✴Testimonials Tuesday, January 21, 14
  112. 112. ✴Upload Home Tours ✴Area Tours ✴Testimonials ✴Tell your story Tuesday, January 21, 14
  113. 113. ✴Upload Home Tours ✴Area Tours ✴Testimonials ✴Tell your story ✴Embed on your Website and share on other social sites Tuesday, January 21, 14
  114. 114. Tuesday, January 21, 14
  115. 115. Tuesday, January 21, 14
  116. 116. Tuesday, January 21, 14
  117. 117. Tuesday, January 21, 14
  118. 118. Tuesday, January 21, 14
  119. 119. Tuesday, January 21, 14
  120. 120. Tuesday, January 21, 14
  121. 121. Who is doing it right • http://www.youtube.com/user/realestate • http://www.youtube.com/user/ BHGrealestate • http://www.youtube.com/user/homedepot Tuesday, January 21, 14
  122. 122. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. Tuesday, January 21, 14
  123. 123. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity Tuesday, January 21, 14
  124. 124. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions Tuesday, January 21, 14
  125. 125. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read Tuesday, January 21, 14
  126. 126. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read ✴Maintain and manage social media accounts - RESPOND! Tuesday, January 21, 14
  127. 127. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read ✴Maintain and manage social media accounts - RESPOND! ✴Optimize listings with keywords Tuesday, January 21, 14
  128. 128. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read ✴Maintain and manage social media accounts - RESPOND! ✴Optimize listings with keywords ✴Give potential clients their choice on how to contact you Tuesday, January 21, 14
  129. 129. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read ✴Maintain and manage social media accounts - RESPOND! ✴Optimize listings with keywords ✴Give potential clients their choice on how to contact you ✴When it comes to social media, don’t just post your listings. Tuesday, January 21, 14
  130. 130. Online Marketing Best Practices For Home Listings According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers eliminate homes because of no or poor photos. ✴Photos, photos, and more photos - Quality and Quantity ✴Use details descriptions ✴Use bullet points and break up the content so it is easier to scan and read ✴Maintain and manage social media accounts - RESPOND! ✴Optimize listings with keywords ✴Give potential clients their choice on how to contact you ✴When it comes to social media, don’t just post your listings. ✴Think of the Lifestyle. Tuesday, January 21, 14
  131. 131. Your phone is your best friend... Tuesday, January 21, 14
  132. 132. Take Aways Tuesday, January 21, 14
  133. 133. Take Aways • Put the puzzle pieces together! Tuesday, January 21, 14
  134. 134. Take Aways • • Put the puzzle pieces together! Consistent Branding Tuesday, January 21, 14
  135. 135. Take Aways • • • Put the puzzle pieces together! Consistent Branding Make a good impression Tuesday, January 21, 14
  136. 136. Take Aways • • • • Put the puzzle pieces together! Consistent Branding Make a good impression Create Value and build relationships/trust Tuesday, January 21, 14
  137. 137. Take Aways • • • • • Put the puzzle pieces together! Consistent Branding Make a good impression Create Value and build relationships/trust Share great content Tuesday, January 21, 14
  138. 138. Take Aways • • • • • • Put the puzzle pieces together! Consistent Branding Make a good impression Create Value and build relationships/trust Share great content Use the right tools to save time & sanity Tuesday, January 21, 14
  139. 139. Take Aways • • • • • • • Put the puzzle pieces together! Consistent Branding Make a good impression Create Value and build relationships/trust Share great content Use the right tools to save time & sanity Use new technologies to help build your brand on and offline Tuesday, January 21, 14
  140. 140. Take Aways • • • • • • • • Put the puzzle pieces together! Consistent Branding Make a good impression Create Value and build relationships/trust Share great content Use the right tools to save time & sanity Use new technologies to help build your brand on and offline Think outside the box BUT don’t break the law Tuesday, January 21, 14
  141. 141. Always Remember... Tuesday, January 21, 14
  142. 142. Always Remember... Tuesday, January 21, 14
  143. 143. Always Remember... Tuesday, January 21, 14
  144. 144. Learn More www.StellarMediaMarketing.com Tuesday, January 21, 14

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