It’s inescapable - you are CEO of the brand called YOU. You need a masterful online persona that represents your brand professionally and consistently. Consumers searching for real estate online are your best conversion-ready prospects. Since the first thing anyone will do when they hear your name is head over to Google, everyone needs to pay attention to, and carefully manage their online identities. Learn from Homes.com on how to optimize your online presence, use social media effectively and maximize your leads.

1. The Brand of YOU:
Using Social Media &
Building Your Online Reputation
Erica Campbell
Director of Social Media
Homes.com & ForRent.com
@ericacampbell

2. Agenda
• Online Reputation Management 101
• How To Find Yourself Online
• Using Social Media
• Managing Reviews
• Strategy

4. People Search Google First

5. Could This Be a Problem?

7. But if you monitor what
people are saying

11. Online Reputation
Management 101

12. What is Online Reputation?
It is the sum of
your business
visibility +
reviews.

13. What is Online Reputation?

14. Why Online Reputation?
Take a moment to consider how clients and
prospects perceive your brand.
• First, can they easily find you online?
• Second, do you know what they‟re saying
about you?
• Lastly, do you know where they are talking
about you?

15. Why Online Reputation?

16. How To Find Yourself Online

17. Search, Social, Directories & Reviews
• Where is your
business listed
online?
• How many Facebook
„Likes‟ do you have
and how often do you
post?
• Where do you rank on
the major search
engines?

18. Start with the Major Search Engines

19. Then Move To Review & Directory Sites

20. Then Get Your Social Media Going

21. Reputation Management Checklist
Contact Information: Directory Sites:
 Correct Business Name?  411.Com
 Current Address?  DexKnows
 Current Phone Number?  Local
 Current Website?  LocalEdge
Search Engines:  MerchantCircle
 Bing Local  Super Pages
 Google Plus Local  Yellow Book
 Yahoo! Local  Yellowpages
Review Sites:  Ziplocal
 Insider Pages Social Sites:
 Judy‟s Book  Facebook
 Kudzu  Foursquare
 Yelp  LinkedIn
 Twitter

22. Using Social Media

23. “Social media for Realtors ®
is not about pushing
listings. It‟s about growing
your referral network.”
~Jimmy Mackin, Inman News

24. Social Media Influences Purchase

25. “If you make customers
unhappy in the physical
world, they might each tell
six friends. If you make
customers unhappy on the
Internet, they can each tell
6,000 friends.”
~ Jeff Bezos, CEO of Amazon.com

26. SOCIAL SIGNALS

27. 2009 Search Results

28. 2011 Search Results

29. 2013 Search Results

30. 3 Things For Social Media Success

31. POEM

32. Search Engine Ranking Factors

33. Search Signal Ranking Factors
• Followers/Likes/Check-ins/Google+/Shares • Reputation/Authority/Influence
• Mentions • Engagement (Klout)
• Frequency • Length of time online
• Topic/Relevancy

34. Search Engine Ranking Factors
• Recruit Fans
• Get a Vanity URL
• Cross Promote:
– Website
– Emails
– Email Signatures
– Brochure/Print

35. Google Author Tags & Social Extensions

36. CROWDSOURCING

37. Crowd·sourc·ing
ˈkrau̇d-ˈsȯr-siŋ
Getting a crowd of people to help you with a task
that used to take one person.

38. Instagram Contest
Nearly 1,000 photos
submitted

39. Facebook Photo Contest
„The Coolest Space
in Your Place‟

40. Facebook Photo Contest – Blog/Pinterest
• We asked all runner-ups to write a
guest blog on their coolest space
on blog.forrent.com
• This picture was pinned
organically to Pinterest and then
re-pinned over and over
• In Sept 2011, ForRent.com's blog
traffic increased 4x due to this
post
• 255,000+ pageviews, 214,000+
pageviews daily unique
visitors,100+ comments on the
blog
• Nearly 60% of Dec 2012’s blog
traffic came from this post

41. Pinterest Contest
Pin It If You Love It
• Over 7,400 visits
to blog post
• 307 boards
created
• 3,900+ pins
• 3,900+ repins

42. Identify Market Segmentation

43. FACEBOOK

45. Use Creative Cover Photos

46. Introduce the Team

47. Create Photo Albums

48. Fan Acquisition

49. „Like‟ Sweepstakes

50. Timing of Posts

51. Timing of Posts

52. Encourage Interaction

53. Encourage Interaction

54. Visually Compelling Posts Win

55. Fill-In-The-Blank Posts
Fill-in-the-blank posts
generate about 90%
more engagement
than the average post.

56. Branded Quotes

57. Ask Questions
Posts that end
with a question
have a 15% higher
engagement rate.

58. Ask Questions

59. „Pin‟ a Post

60. Star Stories

61. Create Events

62. Offer Post
Brands can feature a
promotion on their
page, allow users to
claim it and have the
coupon sent directly to
the user‟s email or
mobile device.

63. Facebook Chat

64. Facebook Advertising
Page Likes Page Post Story (Your „Likes‟) &
(Friends of your fans) Page Post Like (Friends of fans who have
liked your posts)
Amplify your organic content and
positive fan behavior.

65. Facebook Advertising

66. PINTEREST

67. Use Pinterest to Visually Highlight Services

70. Why Is Pinterest So Powerful?

71. Why Is Pinterest So Powerful?

72. Why Is Pinterest So Powerful?

73. Pinterest Audience

74. Categories & Board Names
Top 10 Categories on Pinterest 10 Most Popular Board Names
1. Home (17.2%) 1. For the Home (3.15%)
2. Arts and Crafts (12.4%) 2. My Style (1.97%)
3. Style/Fashion (11.7%) 3. Products I Love (1.86%)
4. Food (10.5%) 4. Books Worth Reading (1.68%)
5. Inspiration/Education (9.0%) 5. Food (1.23%)
6. Holidays/Seasonal (3.9%) 6. Favorite Places & Spaces (1.00%)
7. Humor (2.1%)
7. Recipes (0.75%)
8. Products (2.1%)
9. Travel (1.9%) 8. Craft Ideas (0.74%)
10. Kids (1.8%) 9. Christmas (0.72%)
10. Crafts (0.65%)
Source: RJ Metrics

75. 10 Board Ideas

76. 1. Introduce The Team

77. 2. Showcase Your Listings

78. 3. Customer Testimonials

79. 4. Lifestyle Content
• Seasonal Boards
• Home Décor
– Small spaces
– Closets
– Kitchens
– Wine cellars
• Recipes
• Hobbies
– Fashion/Style
– Luxury Cars
– Sports
• Landscaping
• Crafts/DIY Projects

80. 5. Local
• Cities
• Neighborhoods
• Dining Guide
• Shopping
• Nightlife
• Events
• Entertainment
• Schools
• Local Businesses
• Beauty/Spas
• Professional/Home
Services

81. 6. Real Estate Advice

82. 7. Include Video

83. 8. Open House

84. 9. Marketing Ideas

85. 10. Staging Ideas

86. Pinterest Image Optimization
(PIO) Best Practices

87. Over 80% of pins
are repins on Pinterest.
Source: RJ Metrics 2012

88. Timing of Pins
Source: Pinerly Study

89. Include A Description, Link & Call-to-Action

90. Pin It Button & Bookmarklet

91. Add Pricing & Hashtags

92. Creative Board Names & Captions

93. Run a Contest

94. Pinterest Facebook App

95. User Insights & Competitive Intel

96. INSTAGRAM

97. Stories about
locations told through
compelling and beautiful
photographs

99. • 90 million Monthly Active Users
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second

100. Hot It Works
• Snap a photo with your mobile phone
• Choose from 20 different filters to transform the image
• Tag the photo with a foursquare location
• Include a message & use hashtags
• „Like‟ & comment on posts from other users
• Search the site & app to discover content

101. Filter Options

102. Filter Options
Before After

103. Search Users & Hashtags
• #love • #tweegram
• #instagood • #summer
• #me • #instagramhub
• #cute • #bestoftheday
• #tbt • #iphoneonly
• #photooftheday • #igdaily
• #intsamood • #fashion
• #beautiful • #nofilter
• #picoftheday • #food
• #girl • #sunset
• #igers • #sky
• #instadaily • #fun
• #iphonesia • #instamood
• #follow • #instagramers
• #happy • #lol
Source: http://web.stagram.com/hot

104. Engage With Users

105. Set Up Your Profile
• Select your username
• Include your logo
• Craft a description
• Provide a website URL
• Follow other users
• Recruit clients, friends
& family to follow the
brand

106. Crowdsource & Curate Content

107. Instagram Facebook App

108. Photo Editing Apps

109. Managing Reviews:
The Good, The Bad & The Ugly

110. The Power Of Reputation & Reviews

111. The Power Of Reputation & Reviews
• 40% of buyers found their agent through a friend or
family member. Imagine if each of those friends or family
members documented their review of you online.
• Among recent sellers who used an agent, 84% reported
that they would use their real estate agent in the
future or recommend to others. What if you had those
people submit a review?
• Most buyers only interviewed one agent during their
search process. 21% of buyers think it’s most
important to work with agents that have a solid
reputation, and are honest and trustworthy.
National Association of Realtors, "Profile of Home Buyers and Sellers 2012."

112. Response Best Pratices
Rule 1: Never write a response while angry
Rule 2: Always use empathy and be authentic
Rule 3: Don‟t blame the customer
Rule 4: Never get into an online comment battle
Rule 5: Keep it timely and never ignore bad
reviews

113. Monitoring Checklist
Scanning Frequency:
 Daily
 Weekly
 Monthly
Response Frequency:
 As I‟m Notified/Immediately
 Weekly
 Monthly
Keyword Adjustments:
 Daily
 Weekly

114. Strategy

116. Creating a Reputation Team
1. Identify the key players to become a part of the team and engage
each of them in the creation of the guidelines.
2. Set routine meetings for the team to share best practices, new
trends, emerging platforms and technology.
3. Establish goals, objectives and tactics to support them.
4. Conduct a reputation and social media audit.
5. Craft a risk management plan along with response protocol to
become a strategic guide for units of the organization to follow.
6. Set up listening tools and formal mechanisms to actively monitor,
measure and manage reputation.
7. Develop internal training material and deliver it to the organization
as often as possible.
8. Evaluate effectiveness of actions taken.

118. Create a SWAT
The key to a successful
reputation management
plan is the initial analysis of
your business‟s online
presence with an eye for
both current weaknesses
and potential vulnerabilities.

119. Create a Risk Table
Once you have developed your table you can expand
on each risk that you have identified.

120. Develop a Content Calendar

122. Creating a Policy & Best Practices
• Be educated on what you are talking about. If you are going to
use social media, being an active user is ideal. The best way to
understand the shift in media is to join the conversation.
• Always be transparent. Be sure that all content associated with
you is consistent with your work and with your company‟s values
and professional standards.
• Respond. Respond to people‟s tweets, blog comments and
Facebook status updates. Thank people for commenting even if it‟s
just a few words or even a „like‟ on a comment. Also thank people for
feedback, even if it‟s negative. It shows that you are listening and
have taken their comment into consideration.
• Learn from past mistakes. Don‟t be afraid to say you were wrong
and be quick to make changes when you are. Admit your
shortcomings.
• Be courteous and professional. When it comes to your contacts,
be respectful of the rights and interests of others.

124. 4 Ways to Maintain Your Competitive Edge
• Set Up Google Alerts
• Follow Industry Leaders
• Use Analytical Tools to Monitor
• Sign Up for Competitor Promotions,
Newsletters & Subscribe to Blogs

125. Homes.com
Social Impact

126. Social Broadcaster
Create posts for your social networks including listings
and open houses – all from one login!

127. Social Wall
Automatically
have your
Facebook,
Twitter and
LinkedIn
updates post
directly to your
website.

128. Reputation Manager
Easily monitor your brand‟s online presence to ensure
you are found online and that your social efforts maintain a
strong reputation.

129. Reputation Manager: Reviews & Mentions

130. Reputation Manager: Social & Competition

131. Follow Me