1 JOIN THE SOCIAL MEDIA REVOLUTION WHAT S IN IT FOR YOU? Sonia Fratia, InCom Real Estate Web & e-marketing Solutions
2 SOCIAL MEDIA IS AN UMBRELLA TERM THAT DEFINES THE VARIOUS ACTIVITIES THAT INTEGRATE TECHNOLOGY, SOCIAL INTERACTION, AND THE CONSTRUCTION OF WORDS, PICTURES, VIDEOS AND AUDIO.
3 Social media is people having conversations online.
4 These conversations are powered by Media Sharing Social Bookmarking Blogs Social Networking Social News Websites
5 SO WHAT S ALL THE SOCIAL MEDIA HYPE ABOUT, ANYWAY?
6 Social Media is New Media. A very different approach to advertising than Print, Broadcast, Outdoor or Direct Mail. It s interactive. It encourages users to take an action. Can instantly be updated online to reflect changes. Archives all information, for quick and easy referencing. Is multi-faceted. A mixture of text, audio, video, photos. Can be published and implemented instantly.
7 WHY IS THIS IMPORTANT FOR YOU? SOCIAL MEDIA IS A WAY TO EFFECTIVELY SPREAD WORD OF MOUTH ABOUT YOUR BRAND ONLINE.
8 LET S TAKE A CLOSER LOOK AT SOCIAL MEDIA.
9 MEDIA SHARING Media sharing occurs in online social networks using a platform to collect, upload, condense, host and distribute images, text, audio and video. The most popular media sharing platforms are user-friendly, highly accessible sites that allow users to share the media across the Internet through websites, mobile devices, blogs and . How You Can Benefit: Reach more potential customers by uploading a free commercial about your services. Establish credibility with a weekly audio or video real estate tip. Upload property photos and information. Software Applications: Flickr offers picture galleries available with chat, groups, and photo ratings. flickr.com YouTube is a way to get your videos to the people who matter to you. Upload, tag and share your videos worldwide. youtube.com
11 Check your ratings for popularity See what sites link to your video Track performance statistics Your library of other videos
12 SOCIAL BOOKMARKING Social bookmarking is a method for Internet users to store, organize, search and manage bookmarks of web pages they want to remember and/or share. Tags are used to categorize websites to help describe them, and allow them to be found again more easily. How You Can Benefit: Experience an increase in search engine links and traffic to your website. Easy for users to find/share/promote your website. Software Applications: StumbleUpon discovers websites based on your interests, learns what you like and brings you more. stumbleupon.com Del.icio.us offers users the ability to keep, share and discover the best websites online. delicious.com
13 Users can easily share sites they like Users can read reviews of the site Matches up websites to users personal interests Users can rate sites to personalize what they like
14 Stores users bookmarks in one place, for access anytime, from anywhere Find great bookmarks quickly with user recommendations Users can discover the most useful & interesting bookmarks on the web Track followers
15 BLOGS A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events or other materials such as graphics/video. Entries are commonly displayed in reverse-chronological order. How You Can Benefit: Great source for both new and recurring traffic. Keeps visitors returning frequently for updated and new information. Creates group of consistent followers visitors that trust you as an important info resource. Software Applications: WordPress offers free blogs with custom design templates, statistics, and more. wordpress.com Blogger offers a free, automated weblog publishing tool. blogger.com
16 Pages let users learn more about your business Users can view all your past posts quickly & easily Users can track replies to their comments
17 Users can search for information within your blog Provide detailed information about your business here Offer valuable resources and links for users (articles, reports, etc.)
18 SOCIAL NETWORKING A social network service focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services provide a variety of ways for users to interact, such as and instant messaging services. How You Can Benefit: Inexpensive and effective form of online word-of-mouth advertising. Helps build a network of loyal clientele. Being added to friend lists increases brand credibility and endorsement. Software Applications: LinkedIn finds connections to recommended job candidates, industry experts and business partners. Maintain a list of business contact details here. linkedin.com Facebook is a social utility that connects people to keep up with friends, upload photos, share links and videos. facebook.com
19 Keep users informed about your business & industry Control your professional identity online
20 Announce upcoming events, seminars & conference dates Users can write questions & comments on your wall.
21 SOCIAL NEWS WEBSITES Social news websites are communities which allow users to submit news stories, articles and media (videos/pictures) and share them with other users or the general public. Some of these articles will be given more visibility, depending on various factors such as the number of user votes for each item. How You Can Benefit: Increased inbound links to your website. Increased website traffic. Build up credibility online by receiving high votes for submitted articles. Software Applications: Digg is the largest and most popular social news website on the Internet. Covers all topics and includes a separate video and image section. digg.com Reddit is a popular social news website with a large user base. Includes several sub-sections called subreddits, which focus on specific topics. reddit.com
22 Tracks how many votes your articles, photos or videos have Users can customize their preferences to display certain categories Users can leave comments for feedback
23 User voting tracks popularity Users can instantly send articles to friends
24 5 REASONS WHY YOU SHOULD JOIN IN ON THE SOCIAL MEDIA REVOLUTION
25 Reason #1 SOCIAL MEDIA SITES ARE TAKING OVER THE INTERNET
26 Social media is an online gateway for individuals & businesses to share opinions, insights, advice, experiences, knowledge and perspectives with each other. They are now 10 of the top 20 most popular destinations on the web for users. 63% Visit Photo Sharing Sites 83% Watch Video Clips 57% Join Social Networks 73% Read Blogs
27 THIS IS NOT A FAD. SIMPLY, IT S A SHIFT IN THE WAY WE COMMUNICATE.
28 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. Reason #2
29 Consumers are exposed to over 3000 advertising messages a day. They have learned how to tune out the clutter of commercials, billboards and magazine ads. Only 14% of people today trust advertisements. SO, HOW DO YOU EFFECTIVELY REACH TODAY S CONSUMER?
30 Advertise through dialogue. Focus on consumer-driven NOT product-driven messages. Give consumers a voice through social media marketing. Let them spark conversation and buzz about your products and services.
31 Reason #3 PEOPLE ARE TALKING ABOUT YOUR BRAND. RIGHT NOW.
32 33% Post Opinions & Reviews About Products/Brands On Their Blogs 32% Trust Bloggers Opinions On Products & Services 36% Think More Positively About Companies That Have Blogs
33 SOCIAL MEDIA IS HERE TO STAY. YOU WILL EVENTUALLY HAVE TO SHAPE UP OR SHIP OUT. Reason #4
34 % of people Follow the trends. It s The percentage of people that Read blogs has risen about 20% Start their own blog has risen about 15% Leave a comment on a news site has risen about 5% Watch video clips online has risen about 50% Download a podcast has risen about 30% Create a profile on a social network has risen about 30% Subscribe to an RSS feed has risen about 30%
35 IT S NOT TOO LATE. YOU CAN STILL JUMP ON THE BANDWAGON.
36 Communicate your brand identity with social media, by giving people a reason to participate. Let them interact with your communications. These social media methods help to raise awareness and interest in your business, and encourage a call to action. In essence, use your social media efforts to get people to visit your website or call you for more information, where you can then convert them to customers. Social Media Marketing Helps With: Website traffic and user behavior (external and internal tracking) Conversion and sales tracking Page views and ad exposure Growing brand awareness (soft sales approach) Creating a positive brand association and keeping it there Business development and a broader customer reach
37 TODAY S CUSTOMERS ARE SPENDING MOST OF THEIR TIME ONLINE. ARE YOU? Reason #5
38 The consumer model has shifted. And you need to follow suit. Generation-Y: Spends over 16 hrs/week online Uses social media on a daily basis Embraces new media advertising
39 AND THEY DON T CARE ABOUT YOUR AD. THEY CARE WHAT THEIR FRIENDS THINK. YOU NEED TO TAKE ACTION. NOW.
40 SOME MUST-HAVES BEFORE YOU LAUNCH INTO SOCIAL MARKETING.
41 Create a Web Presence SEO Optimize For Best Results Provide Original Content Retain Visitor Interest
42 CREATE A WEB PRESENCE ACTION PLAN Before you get started, it s recommended your business has a website. You need to direct prospects from social media platforms to a home base. This is where prospects will be able to find out more information and be converted into leads. Without a website, it is very difficult to convert online leads. How will prospects contact you or find out more information on your services? You need to link each social platform to an online resource (your website) in order to develop and benefit from a social media network.
43 SEO OPTIMIZE FOR BEST RESULTS ACTION PLAN Optimally, you need a website with the ability to make pages easier to find for search engines (Google, MSN, Yahoo, etc.) If you already have a website, check to see if it has built-in search engine optimization capabilities the ability to modify the data that search engines pick up about your website. This is necessary to help match up to your prospects search criteria, and increase the number and quality of website visitors.
44 PROVIDE ORIGINAL CONTENT ACTION PLAN Updating your website frequently with fresh content will help to attract more searchers and search engines. It is the most overlooked item on a website, with some sites seemingly looking the same for years. If you want to continue delivering the same message to returning visitors, over time that message needs a refresh, a different approach or angle. Add new fresh bits of information from time to time, to increase your visitor's interest.
45 RETAIN VISITOR INTEREST ACTION PLAN A online virtual spokesperson is an actor or character that speaks on the behalf of your company to promote your products/services. They are most often used on a website s homepage to welcome visitors and highlight important features about your website. An online spokesperson can enhance the customer experience by adding a personal innovative touch to deliver your message. This feature introduces your homepage and helps guide visitors where you want them to go, conveying important information within seconds. It can help retain visitors once they land on your site, help them use built-in tools, or drive the call to action on lead forms. It also creates an engaging & memorable experience for visitors, and is proven to provide a consistent increase in customer action via: direct sales, positive response, page views or click-through s.
46 HOW TO PLAY CATCH-UP. QUICKLY.
47 SHARE MORE Make your real estate expertise and knowledge known. Become a valuable source of industry information with weekly real estate tips, helpful articles, market condition updates and more. NETWORK MORE Expose your business to more prospects. The more social networking your business is involved in, the more web pages you will acquire online. Increase your search engine results by increasing the number of pages your business can be found for. REACH OUT MORE Tap into qualified prospects. Chances are, users searching online for real estate information are usually looking to educate themselves on the buying or selling process. These people are interested in learning more, and would usually welcome as many helpful resources as they can get.
48 Getting started is easier than you think. Conversation is key. YOUR SOCIAL MARKETING ROADMAP
49 Establish Your Identity Listen To What People Are Saying Expose Your Brand Participate & Share Your Opinions Engage and Inspire Users Spark Conversation & Give Up Control
50 ESTABLISH YOUR IDENTITY ACTION PLAN State who you are & where you can be found. Create your expanded business card online. Link to your other online streams (website, blog, etc.) Define how you can benefit your target market. EXECUTION Website About Us page, Blog, Business Profiles on Social Networking Platforms
51 LISTEN TO WHAT PEOPLE ARE SAYING ACTION PLAN Get familiar with how people communicate online (language, perceptions, etc.) Read what people are saying likes, dislikes, questions, comments EXECUTION Social Bookmarking Platforms, Social Networking, Blogs, Social News Sites
52 EXPOSE YOUR BRAND ACTION PLAN Create the ability for customers to associate themselves with you/you with them. Make Friends on MySpace, blogging together or through social bookmarking. Build up your network of followers that will endorse your brand. EXECUTION Social Bookmarking Platforms
53 PARTICIPATE & SHARE YOUR OPINIONS (in a relaxed tone) ACTION PLAN User-initiated conversation is your users opportunity to create their own statements or questions, and your opportunity to respond. This is your opportunity to cater to them; serve your customers and transfer knowledge. Message boards, forums and groups sites are great tools to make contact. EXECUTION Industry-Related Message Boards, Forums and Groups (Yahoo, Google, AOL, MSN, Kaboodle)
54 SPARK CONVERSATION & GIVE UP CONTROL ACTION PLAN Initiate conversation. Ask/find out what your customers think, feel, love and hate about your product. Present yourself to them in a positive light. Respect their opinion whether good or bad, oftentimes, they can provide critical insight. EXECUTION Social Networking Platforms
55 ENGAGE AND INSPIRE USERS ACTION PLAN Co-ordinate in-person interaction; the best form of interaction with your customers. Opportunity for relationship-building, more input, feedback, collaboration and communication. Meet your customers, and let them interact with your other customers. Build your community by attending conferences, organizing your own gatherings or finding local events. EXECUTION Social Event Services like Meetup, Evite, Eventful, Upcoming
56 HOW WILL SOCIAL MARKETING HELP YOUR BUSINESS?
57 Social marketing will help you overcome roadblocks to success you may have already encountered, or soon will. The 3 P s of Social Marketing: Personal Networking, Personal Promotion and Property Promotion make up the 3-point strategy to help your business succeed in today s fast-paced marketplace. PERSONAL NETWORKING PERSONAL PROMOTION PROPERTY PROMOTION
58 PERSONAL NETWORKING ROADBLOCK Personal referrals are priceless commodities for anyone in sales. Yet, after some time you may discover that you ve made it fully clear to your personal contacts that you work in the real estate business. However, there are few leads in the pipeline. SOLUTION Network with people further outside your personal network. Contact acquaintances from elementary school, high school, college, old jobs, etc. Use social networking sites like Facebook to easily find/reconnect with people. People are usually more than happy to add a new friend to their network. Join and create Facebook groups and pages, and share your listings on your profile. The Facebook neighbourhoods application allows you to connect with people down to the development they live in, and list your properties in the neighborhood as well.
59 PERSONAL PROMOTION ROADBLOCK You are a exceptional Real Estate professional, with top notch negotiating skills, industry experience and a good track record. Yet, oftentimes you get the impression that nonreferral prospects may feel unsure about working with someone that wasn t referred to them. SOLUTION Showcase your skills online with LinkedIn, an application similar to Facebook. LinkedIn offers a more professional angle, as opposed to a social one. With a LinkedIn profile, you can post an online resume, accomplishments and credentials. The Recommendation function allows you to ask your contacts to write a personal review of their experience with your services.
60 PROPERTY PROMOTION ROADBLOCK Buyers and sellers typically search online for properties for sale, not for agents or agencies. Your properties are already advertised on the MLS, your corporate and personal site for their viewing needs. You feel like these are the only worthwhile places to display your listings, but you re still not satisfied with the level of exposure they are receiving. SOLUTION Take advantage of social media sites like YouTube, Facebook and LinkedIn to help share information with your online networks. Use photos and video to showcase properties for sale in an engaging way. Blog about a weekly feature property, its neighbourhood, schools and community information.
61 FINAL THOUGHTS
62 Social media and Internet technologies are changing standard business practice on a daily basis. Especially in times such as these, it s important to embrace and take advantage of new tools. If you choose not to, the next Broker will. I hope this webinar gives you a few ideas on how to increase your pipeline and leads, to help you prosper as a Real Estate professional in today s competitive marketplace. Make social media marketing work for your business, and reap the benefits of: client relationship building, online word-of-mouth advertising, brand awareness and more qualified sales. Sonia Fratia Marketing Coordinator InCom Real Estate Web & e-marketing Solutions Sonia Fratia, InCom Real Estate Web & e-marketing Solutions
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