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Social Media Workshop

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Social Media Workshop

  1. 1. Social Media Marketingfor REALTORS<br />Marie Still<br />Marketing Director | MRIS<br />
  2. 2. Nobody likes to be sold to, but everyone likes to buy<br />
  3. 3. it’s all about talking with your consumers not at them<br />
  4. 4. Think outside yourself.<br />Marketing is about perception. <br />You don’t own your brand, your consumers do.<br />Always think WIIFM, talk about your consumers not about yourself.<br />Benefits. Value. Engagement.<br />
  5. 5. Social Media is not a billboard to blast your marketing messaging<br />
  6. 6. People are using the internet for their home search<br /><ul><li>90% of buyers used the Internet to search for homes, 76% did so frequently.
  7. 7. Searching online was the first step in the buying process for most buyers even before contacting a REALTOR
  8. 8. On average, buyers spend 2 weeks searching online before contacting an agent
  9. 9. Most buyers (44%) found their agent through a referral, 10% found their agents online.</li></ul>Use social media to extend your reach, drive engagement and increase awareness.<br />
  10. 10. Social media is word of mouth on steroids<br />And word of mouth is a powerful thing<br /><ul><li>40% of home sellers found the agent they used based on a referral
  11. 11. 64% of home sellers contacted only one agent in 2009</li></li></ul><li>customer loyalty & retentionSimply stay in touch, without being intrusive, annoying or ignored<br />24% of real estate consumers<br />Used an agent they had previously worked with<br />
  12. 12. But social media is so much more than just a marketing channel…<br />
  13. 13. market research<br />
  14. 14.
  15. 15. Thought Leadership<br />
  16. 16. customer service<br />
  17. 17. Great, I get why I should use social media, and what I can do using social media, but what now?<br />
  18. 18.
  19. 19. pick your poison<br />
  20. 20.
  21. 21. analyze & optimize<br />
  22. 22. listen:<br />RSS Feeds<br />Google Alerts<br />Socialmention<br />HootSuite<br />Tweetdeck<br />
  23. 23. track & analyze:<br />Tweetreach.com<br />Bit.ly<br />cli.gs<br />Zi.ma<br />Twurl.nl<br />Budurl.com<br />
  24. 24. Extended learning:<br />http://mashable.com/guidebook/facebook/<br />http://mashable.com/guidebook/twitter<br />
  25. 25. If Facebook were a country, it would be the <br />Third Largest<br />In the world<br />
  26. 26. FacebookStats<br /><ul><li>More than 500 million active users
  27. 27. Average user has 130 friends
  28. 28. 50% of active users log in every day
  29. 29. Average user creates 90 pieces of content each month
  30. 30. 57 million average daily users in the US
  31. 31. 33 average visits per visitor per month</li></li></ul><li>Facebook Audience Composition<br /><ul><li>18-24: 15.1%
  32. 32. 25 – 34: 17.7%
  33. 33. 35-44: 17.7%
  34. 34. 45 – 54: 15.3%
  35. 35. 55 – 64: 8.7%
  36. 36. 65+: 5.5%</li></ul>47.1% are 35+<br />71.7% are 21+<br />50% Male 50% Female<br />
  37. 37. Facebook Audience Composition<br />Your Customers are on Facebook<br />Connect with affluent users: 67.5% of internet users in the Mid-Atlantic region with a HH Income of $75K+ are Facebook users. (Or 6.3 million people)<br />68% of people in the Mid Atlantic region who are <br />online, visit Facebook<br />Facebook is the 4th most visited site in the <br />Mid Atlantic region.<br />
  38. 38. FacebookProfile Types<br /><ul><li>Profile Page
  39. 39. Stay connected with family, friends or below entities
  40. 40. Made for people or pets for personal communication
  41. 41. Official Page (a.k.a fan page/brand page)
  42. 42. For organizations, businesses, celebrities and bands
  43. 43. Broadcast info to fans in official, public manner
  44. 44. Community Page
  45. 45. Generate support for causes or topics
  46. 46. If it becomes popular (thousands of fans) it will be adopted and maintained by Facebookcommunity
  47. 47. Group Page
  48. 48. Communicate directly with Facebook members who share interests, jobs or hobbies.</li></li></ul><li>Getting Started<br />2<br />1<br />Sign up<br />1<br />2<br />Sign in<br />
  49. 49. 5<br />1<br />Search your friends and for new friends<br />1<br />4<br />Chat is Facebook instant messaging<br />2<br />3<br />News feed can be sorted by most recent or most activity<br />3<br />4<br />Update your status<br />5<br />Manage your account (including pages and privacy settings)<br />2<br />
  50. 50. Building your friends listWhen you search for people you can search by email or name, then you can narrow your search by Location, School, Workplace. Who have you lost touch with? Find them re-connect and build awareness and your business. You can also search for people just by school, location or workplace.<br />
  51. 51. Creating ContentYou can share content on your wall or on your friends wall. Remember, if it is not a private message EVERYONE can see!<br />
  52. 52. Brand/Business UsageFacebook has personal and professional uses. Business can develop brand pages, you can also buy advertising. All management is done through your personal page. Brand pages need to be associated with a personal page (this association is hidden to your brand “likers”)<br />
  53. 53.
  54. 54. Online Advertising Quick Overview<br />Benefits of advertising online:<br /><ul><li>Detailed reporting and optimization on the fly
  55. 55. 1:1 interaction with your consumers
  56. 56. Robust targeting
  57. 57. Immediacy of the medium
  58. 58. Impression – Every time an add is served (or shows up on a page on someone’s computer)
  59. 59. Creative – The advertisement that you use for your campaign
  60. 60. CPM – cost per thousand. A CPM of $5 means that you pay $5 for every 1,000 impressions
  61. 61. CTR – Click through rate – every time someone clicks on your advertisement
  62. 62. CPC – Cost per click – pricing model where you pay for clicks rather than impressions
  63. 63. Targeting – Online ads can be targeted based on geographic location, demographic information, home ownership, online and offline behaviors (depending on the website you are purchasing media from)</li></li></ul><li>Brand Pages<br />
  64. 64. Privacy: Share what you want with who you wantRemember though, don’t put it on the internet if you aren’t comfortable with the world seeing it. Privacy settings are not always fool proof.<br />
  65. 65.
  66. 66. Friends listsCreate lists to control who sees what content you produce. For example if you have both friends and clients on your friends list and you want to post personal pictures of your family, create a “family” list and adjust the settings in the photo album.<br />
  67. 67. Facebook:<br />Customize your landing page and tabs.<br />
  68. 68. Do: Have conversations, track your Tweets, create lists<br />Don’ts: Over-share, blast listings, aggressively follow and un-follow (avoid the fail whale<br />Tools to check out: Twello, Twitter Karma, Hootsuite, Tweetdeck<br />
  69. 69. Twitter Audience Composition<br /><ul><li>Total registered users 105,779,710
  70. 70. New users are signing up at rate of 300,000 per day
  71. 71. 180 unique visitors come every day
  72. 72. 75% of traffic comes from outside twitter
  73. 73. 55 million tweets a day
  74. 74. 35-54 account for 16.6%
  75. 75. 55+ account for 2.3%</li></li></ul><li><ul><li>Ages:
  76. 76. 3-12 account for 5%
  77. 77. 13-17 account for 9%
  78. 78. 18-34 account for 48%
  79. 79. 35-49 account for 22%
  80. 80. 50+ account for 16%
  81. 81. 55% have kids, 45% no kids
  82. 82. 44% male, 56% female</li></ul>Twitter Audience Composition<br />
  83. 83. Getting Started<br />Pick a user name that shows you are a person, not just a brand. People want to get to know you, not your business.<br />Use a picture so they can put an avatar to a tweet.<br />
  84. 84. You can add more personality to your page by customizing the background. I use size 1255 pixels wide by 720 pixels tall<br />
  85. 85. On your home page you can see how many people you are following, how many followers you have and how many lists you have been put on. You also have suggestions on people to follow.<br />
  86. 86. Building your Twitter following<br /><ul><li>Follow people
  87. 87. RT people’s tweets or Tweet them directly
  88. 88. Promote your Twitter handle in your marketing materials</li></li></ul><li>Find people to follow using Twitter search or Twellow.com (the yellow pages for Twitter)<br />
  89. 89. Interacting with other Twitter usersRe-tweets or RT is re-posting a tweet that someone posted to your profile so that you can share it with your followers but give the original poster credit. You can do this using the RT button at the bottom of each tweet (found by hovering over the tweet) or by manually typing RT @[insert friend’s twitter handle] [copy of the tweet]. If you want to add your own comments to the tweet use [brackets]By clicking “Reply” This sends a message to that person but it is sent publicly so everyone can see.<br />
  90. 90. Interacting with other Twitter usersTo send someone a private email either click “message ‘user name’” on their profile or send a tweet with DM @[insert user name] . You can only send privatee messages to people following you.<br />
  91. 91. What to Tweet about<br />Most importantly let your personality shine through. Be yourself and share what interests you. Share an article, a market or industry update, something funny you saw or heard, something funny your kids did or said, a great restaurant you found, drive people to your blog. <br />Latest Stillism Perception is more important than the message http://bit.ly/a7kQss<br /><ul><li>Don’t blast listings
  92. 92. Don’t repeat the same tweets over and over again
  93. 93. Don’t over share
  94. 94. Don’t Tweet all day every day (don’t you have a business to run?)
  95. 95. Don’t stress Tweeting, if your busy, it’s ok to go a few days without sending a Tweet</li></ul>@starrykatie thanks lady! <br />managing a brand is like managing a game of telephone http://bit.ly/a7kQss<br />The pretty pretty picture @mris_cassie framed for me fell off my wall 10 minutes after hanging it up. Glass everywhere. FAIL! <br />Today I would like to thank the Oromo people for discovering coffee, and wikipedia for making that fact easy to find. <br />
  96. 96. Create and manage lists with Tweetdeck<br />
  97. 97. Do: Let your personality shine through, write about what you love, comment back when people comment on your posts, use pictures (and give credit if necessary), promote your blog <br />Don’t: Over-think it, plagiarize, worry if you aren’t business all the time or if you spell a word wrong (just fix it and move on)<br />Check out:<br />Activerain.com, Word Press, Page.ly, Stillisms.com<br />
  98. 98. Benefits of Blogs<br /><ul><li>Spread a message
  99. 99. Establish credibility and authority
  100. 100. Connect with groups of interested readers
  101. 101. Provide networking opportunities
  102. 102. Give a brand a human face
  103. 103. SEO</li></li></ul><li>Wordpress<br /><ul><li>Free or Paid
  104. 104. Easy set up
  105. 105. User friendly interface
  106. 106. Extensive plug in directory
  107. 107. Download themes to customize appearance</li></li></ul><li>Driving trafficAdd your blog to search enginesAdd Google Analytics to your blogBuild page rank and credibility by getting relevant links in (this will take time)SEO your site (Wordpress has plug ins that make this easy i.s. the SEO all in one pack)Post comments on other people’s blogs (include a link to your site)Post Tweets and LinkedIn messages driving people to your new postingsTag your postings on Delicious.comGet articles posted on sites like Ezines and Buzzle<br />
  108. 108. Consistency & Control<br />Whether you are posting original content or commenting on others content, your tone and messaging be consistent. Disagreements should be handled tactfully, never get in an internet “fight” you never know what client could be watching.<br />
  109. 109. Social Media Risks<br /><ul><li>Failure to comply with real estate licensing laws and regulations
  110. 110. Defamation and libel
  111. 111. Copyright infringement
  112. 112. Trademark infringement
  113. 113. An ethical breach</li></li></ul><li><ul><li>Don’t be afraid, try one then include others
  114. 114. Explore others pages for inspiration
  115. 115. Include web addresses on business cards and email signatures
  116. 116. Keep information current and professional
  117. 117. Social media should be fun, if you’re not having fun, you’re not doing it right!</li></li></ul><li>@MRIS_marie | Stillisms.com | marie.still@mris.net<br />

Hinweis der Redaktion

  • Set measurable goals and develop your marketing plan. Remember social media can’t be your whole marketing plan, you need other tactics to support your goals as well. If you product is broken, social media won’t fix it, so make sure what you are marketing is meeting the needs of the segments you target.
  • Figure out where your customers are and Pick your poison. If you are brand new to social media I would suggest starting out with just one medium, a facebook account, a twitter account, a blog, but remember go where your customers are and where you can tap into the networks that will help you meet your goals. Social media is all about what works for you. Customize your tactics based on how you work best with people.Start participating in conversations and building your online network.
  • Analyze and optimize. Your marketing plan should be fluid and flexible changing with the industry and lessons learned Learn from what works. Also be very conscious of your time, if you are spending 8 hours on Twitter or Facebook and leads start to decline, stop! Always keep an eye on ROI, your time is money so make sure you are getting the most out of it!Write interesting subjectsTake the time to write something intelligent and insightful instead of what you had for lunchGood posts pull in good comments and conversationsDon’t just post something to make a postDon’t use it as a store frontProvide interesting topics and engage in conversationUse as a marketing tool to let people know what you do
  • Statistics provided by Facebook (http://www.Facebook.com/press/info.php?statistics)comScore Media Metrix
  • Source: comScore Media Metrix July 2010
  • Source: comScore Media Metrix July 2010
  • If you are using a profile page to represent your business, you are in violation of the Facebook&apos;s policies of use. If Facebook identifies these profiles they can and will remove them from the site.
  • 4 step processDesign your adDestination website, Title, Body Text, Image (optional)TargetingTarget your audience by Location, Demographics, Likes and Interests, Education &amp; Work and Connections on FacebookCampaigns and PricingSet daily budget for per clickSchedule when to start running ad and when to endPayment
  • Data provided by iStrategyLabs
  • Data provided by iStrategyLabs (http://www.istrategylabs.com/2010/01/Facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/)
  • Failure to comply with real estate licensing laws and regulations. Everything done in connection with your real estate business is likely to be governed by state laws and regulations that are designed to protect the public. That includes your use of social media to attract buyers and sellers. For example, if you’re using Twitter and regulations require disclosure of the broker’s name in your communications, check to see if you can link to a Web page that includes the information to satisfy the disclosure requirement. You have a right to disagree with a law or regulation, but not to ignore it.Defamation and libel. False statements about other people or their businesses that are made by you and expressed as facts can be the basis for legal liability. There are examples of blogs, including in the real estate business, in which blog authors have been sued.  In general, you will not be liable for libel or slander based upon the comments of others posted on your blog or other social media site, under a provision within the federal Communications Decency Act. However, you still want to be aware of everything that’s being said on your site. The fair housing community has expressed concerns about real estate–related sites that contain any statement, regardless of who the author is, that might be interpreted as expressing a preference in connection with a protected class.Copyright infringement. Copyright laws protect the original expression of authors and include all kinds of different works including books, articles, photographs, drawings, and videos. Using the work of others as a part of your social media communications without the owner’s permission is always risky. Just because you see something on the Internet or in your MLS does not mean you’re authorized to use it in your messages.  You may have heard something about a legal defense to copyright lawsuits called &quot;fair use.&quot; This does exist, but it’s a complicated balancing test and unless you’re very familiar with copyright rules, relying on the concept of fair use will still leave you at risk. The Digital Millennium Copyright Act includes a safe harbor provision for people who operate social media Web sites such as blogs, which allow others to post information or comments. There are, however, a number of very specific requirements that are a prerequisite to taking advantage of this safe harbor.Trademark infringement. Using a trademark without permission, or exceeding the scope of permission, can result in liability. This includes the trademarked term REALTOR®; it’s generally not OK to use any descriptive word or phrase, including the names of cities or communities, to modify the term REALTOR® or REALTORS® in your blog name, Twitter handle, or Web site address.An ethical breach. Separate from legal liability, REALTORS® pledge to abide by the REALTOR® Code of Ethics, which addresses many of these same issues.  Both Article 12, the duty to honest and truthful in real estate communications, and Article 15, the duty to avoid knowingly or recklessly making false or misleading statements about others in the real estate business, have obvious applications in the social media world. The Code’s requirements may duplicate, or in some instances exceed, the standards required by law.

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