1. © Constant Contact 2014
Social Media 101:
For Realtors
Featuring email and social engagement.
© 2014

2. www.LizBESocial.com
www.facebook.com/LizBeSocial
www.twitter.com/LizBESocial
2
Liz Olimpio
Principal
Mallory Stanton
Content Marketing
Strategist

3. © Constant Contact 2014
3
Why are we here today?

4. 4
“more than eight out of 10 home buyers
are accessing home information on their
smart phones and computer tablets”
Realtor.com – 2013
Survey of Home Buyers

5. 5
Realtor.com – 2013
Survey of Home Buyers
The use of social media in the home buying process continued to
increase, with 75% of buyers now using it, compared to 52% who
used social media in 2011.
Buyers primarily used social media for buying tips and
suggestions from friends (43%), neighborhood information
(42%), and to view their agents’ Facebook pages (41%).
The use of social media as a form of communication is expected to
grow, with 91% of buyers saying they are receptive to receiving
information about the home buying process from their agent via
social media.

6. 6
Concerns?
I’ll never have
millions of fans.
Social media looks
really interesting,
BUT…
I don’t know what to
say on social media.
Using new
marketing tools
sound great, BUT…
I’ll never have a
dedicated staff to do
it right.
Reading what’s
being said sounds
useful, BUT…
I just don’t have the
time to stay current.
I hear about new
tools and networks
every day, BUT…

7. 7
What you do have is powerful
#ctctsocial @constantcontact
Loyal, happy
customers
An excellent
experience
Interesting and
important things
to say!

8. 8
Agenda
Why use social media?
The top 6 social networks
What do I say?
Get started today

9. Why use social media? | Top 6 social networks |
What do I say? | Get started today

10. Why use social media?
Your competitors are social
Nonprofit
93%
Source: Nonprofit Social
Networking Benchmark Report
86%
B2C
Source: Uberflip
87%
B2B
Source: Clearpoint Agency

11. Why use social media?
It influences decisions
55%
Source: Fedelta
share purchases
on social networks
68%
Source: MDG Advertising
learn more about
a charity if they
see a friend
posting about it
74%
rely on social
networks to guide
purchase
decisions
Source: Fedelta

12. 12
Why use social media?
Engagement is the new word of mouth

13. 13
Why use social media?
ENTICE to
stay in touch
ENGAGE
People
Engagement
drives SOCIAL
VISIBILITY
Provide a “Wow!”
EXPERIENCE

14. Why use social media? | Top 6 social networks |
What do I say?| Get started today

15. 15
Top 6 social networks
Which social media?
The top networks
Facebook
Pinterest
TwitterLinkedIn
Google+ Instagram

16. 16
Top 6 social networks
Facebook
All
Primary Audience
Useful, interesting, informative
content
Looking For
Sharing text, photos, videos and
reaching a large audience
Best For
B2B, B2C, nonprofit
Used By

17. 17
Top 6 social networks
Linkedin
Business
Primary Audience
Industry news, tips, solutions
Looking For
Sharing thought leadership
Best For
Mostly B2B
Used By

18. 18
Top 6 social networks
Twitter
Young adults
Primary Audience
News, brand updates, trends
Looking For
Sharing news, and original and
curated content
Best For
B2C, nonprofit
Used By

19. 19
Top 6 social networks
Pinterest
Women, foodies, crafters
Primary Audience
Photos, videos, products, tips
Looking For
Sharing visual content for products,
how-to, e-books
Best For
B2C
Used By

20. 20
Top 6 social networks
Google+
Men, students, software developers
Primary Audience
Links, photos, video, news, blog
posts
Looking For
Increasing your searchability and
expertise
Best For
B2B, B2C, nonprofit
Used By

21. 21
Top 6 social networks
Instagram
Younger 18-34 (20% 12-17) Male &
Female
Primary Audience
Useful, interesting, informative
content
Looking For
Sharing photos, videos and reaching
a large audience
Best For
B2B, B2C, nonprofit
Used By

22. 22
Name Facebook LinkedIn Twitter Pinterest Google+ Instagram
Primary
audience
All Business
Young
adults
Women,
foodies,
crafters
Men,
students,
software
developers
Young
adults
Men and
women
Good for
what?
Sharing
text, photos,
video, links
Sharing
news,
product
info,
testimonials
Sharing
news,
text
updates,
links to
info
Pinning
photos,
video,
graphics
Sharing text
updates,
links,
photos,
video
Easily
build
your
visual
brand
Best for
what?
Sharing
engaging
content,
reaching a
large
Thought
leadership
Sharing
original
and
curated
Sharing
products,
how-
to/tips, e-
Increasing
your
searchability
and
Augment
your
other
social

23. Why use social media? | Top 6 social networks |
What do I say? | Get started today

24. What do I say?
What do I say?
Get likes, shares,
comments
Entertain, invite conversation, ask
questions, images & video
50%
Be useful & informative
Industry info, hints + tips,
curate content
30%
About your business
Calls to action, not “buy now” 20%

25. What do I say?
What do I say?
50%
Entertain, invite conversation,
ask questions, images & video

26. 30%Industry info, hints & tips,
curate content
What do I say?
What do I say?

27. What do I say?
What do I say?
20% Calls to action,
not “buy now”

28. What do I say?
Content ideas
28
What’s new listing, price, associate?
What did you do recently to help someone
achieve success?
What advice have people been asking you
for lately?
3 questions to ask

29. What do I say?
Share to show your community pride!

30. 30
Social Visibility

31. “What do I say?” exercise…
1
What’s something you could share this week that’s
entertaining and invites conversation (50%)?
2
What’s something you could share this week that’s
about your industry, hints or tips, or is curated (30%)?
3
What’s something you could share this week
about your business but is not about “buy now” (20%)?

32. Why use social media? | Top 6 social networks |
What do I say? | Get started today
32

33. Start with Facebook

34. Get started today
Tip 1:
34
Page vs. profile
Facebook.com/pages/
create
Fill out info
Add logo and cover
photo
Create your page

35. Get started today
Tip 2:
35
Email marketing
In your store/office
Website
Events
Business cards
Tell people
you’re there!

36. Get started today
36
Private
Conversions/Sales
You own your list
Segment to target
campaigns
Transactional
Why Email?
Social Media?
Relational
Engagement
Grow past your list

37. Get started today
Tip 3:
37
50% 30% 20% rule
Use the 3 questions
Ask your audience
Start posting

38. One week of Facebook posts
Friday
Time: noon
Fun fact!
Monday
Time: morning
Monday
motivation
quote
Tuesday
Time: noon
Did you
know?
OR
Check out
these tips
Wednesday
Time: morning
Fill in the
blank
Thursday
Time: afternoon
Having a
sale this
weekend!
Glass of wine
(celebrate!)

39. Exercise: Now it’s your turn… fill this out
Friday
(Celebrate!)
Monday Tuesday Wednesday Thursday
Time: Time: Time: Time: Time:

40. 40
Summary
Why?
The 6 social networks
What do I say
Go do it

41. www.LizBESocial.com
www.facebook.com/LizBeSocial
www.twitter.com/LizBESocial
41
Liz Olimpio
Principal
Mallory Stanton
Content Marketing
Strategist
Get started today…
60-day free trial
http://bit.ly/EMAILFREEfor60