Welcome to the Stewart Marketing Social Media Training for Independent Agencies

Transcription

1 Presentation Date: August 8, 2012 Welcome to the Stewart Marketing Social Media Training for Independent Agencies Provided by: Stewart Marketing HOST Jenny Cooper Sr. Marketing Manager PRESENTER Dena LeBlanc Sr. Marketing Manager 2010 Stewart All rights reserved.

2 What is social media? Social media has shifted the way individuals communicate to each other through the Internet with the use of technology. It s a collaborative, user-generated, and dynamic online environment which encourages interaction between users and allows for the users to have input into the outcome. A brand is no longer what we tell consumers it is. It is what consumers tell each other what it is. Source: Proctor and Gamble

3 What is social media? It is A relationship Two-way communication Integration Being everywhere Viral Community Listening Word of mouth A fundamental shift in the way we communicate It s not An event One-way communication Interruption Being in your own domain Stagnant Shouting A fad Static Source: CISCO Systems, Inc. CISCO Social Media Playbook

4 What is social media? Social media is not a strategy or tactic it is simply a channel. Social media conversation is powered by Social networks Blogs Microblogging Video sharing Photo sharing Message boards Podcasts RSS (Really Simple Syndication news feeds)

5 Why use social media? Your colleagues and competitors are using social media. 76% of REALTORS use Facebook and 58% use LinkedIn It s a good tool for business development. 63% of REALTORS believe social media is an effective tool for business purposes Your customers are using it. Source: NAR (

6 Why use social media? We are living in the new reality of the Instant Online Community. The number of years it took to reach 50 million users Radio 38 years TV 13 years Internet 4 years ipod 3 years Facebook 100 million users in less than 9 months If Facebook were a country, it would be the 4th largest YouTube is the second largest search engine in the world Over 200,000,000 blogs, 54% of bloggers post content and tweet daily Source: NAR (

7 Why use social media? Exposure and Branding Promoting your expertise Brings traffic to your office website Lead generation Relaxed dialogue with customers Customer engagement

8 How do I get started with social media? 1. Determine target audience 2. Find out where your target audience is meeting (what sites they visit, what media they use) 3. Listen to what they re talking about 4. Determine how you can add value 5. Define your content strategy 6. Put a plan together 7. Set your goals 8. Track your progress 9. Adjust accordingly

9 What rules should I keep in mind? DO Create new content regularly (at least once a week) Develop a content and a lead follow-up strategy Remain professional when engaging in social media Tie social media into the rest of your marketing Review your successes and failures; adjust accordingly Encourage conversation by asking questions Write brief pieces with many visual breaks to help your audience absorb Respond to customers questions and concerns Link to relevant articles on news in your field Be creative

10 What mistakes should I not make? DON T Set it and forget it or try to automate it Post comments that you can t back up Violate privacy rights of your users Disclose trade secrets Copy work that is not yours Be a broken record Only talk about your office and yourself Post controversial material Delete critical comments

11 Social media tools covered today Facebook Twitter LinkedIn Blogs

12 Facebook Q: What is Facebook? A: Facebook is a social networking website. Users can add people as friends and send them messages, and update their personal profiles to notify friends about themselves. It s a social utility that connects people with friends and others around them online but it can also be a great tool for generating business in your market. A: Users can join networks organized by workplace, school or college. A: Facebook has Business pages, but it is built with personal relationships and social networks in mind. A: Facebook now defines your history with the personal and business timelines. A: Facebook is whatever it determines itself to be in the future. We do not have the control. The power of the social networkers and Facebook developers have the control. We have the message to share on their platform and the people to engage in the conversations.

13 Facebook Terms you will learn: Like Check In Wall Status Update Friend/Fan News Feed Privacy Share Timeline and Milestones Cover Page and Profile Badge

14 Facebook Ideas for business development: Professional branding and exposure Lead generation Networking Customer engagement Additional customer and prospect touch point Product promotion and sales Invite fans to your world Show you care Examples: Business

15 Facebook How you can promote Facebook pages? Your other social media outlets (LinkedIn, Twitter, blogs ) Events, meetings and tradeshows Company website Marketing campaigns signature

16 Facebook The Basics To get started you will need a personal Facebook page To be a Business page Admin you have to have a username and password Sign up for Facebook using your personal name

17 Facebook The Basics From the sign-up page, just provide your full name, address, desired password, gender and date of birth. You can join college or workplace networks. After you complete the sign up form, you will receive an to the address you provided. Clicking on the confirmation link will complete the sign up process.

18 Facebook Find Your Friends Friend finder Input your address and password. You can select which people you would like to send friend requests to; friendships on Facebook need to be confirmed by both people before they become official. Coworker search

19 Facebook Set up Your Profile To edit your profile at any time, click on the Edit Information link at the upper right corner of your Basic Info or click on the Edit icons on the upper right corner of each of your profile fields.

20 Facebook Managing Your Privacy Settings Privacy Settings for your personal Facebook account Go to Account Privacy Settings Personal Information and Posts

21 Facebook Create Business Page Go to Home page See PAGES AND ADS Click MORE Click Create a Page Follow prompts from there

22 Facebook DO Use Facebook professionally Post on a regular schedule (at least once a week). Keep content fresh Add a personal touch, let your personality show Invite friends, colleagues and customers to become a fan Be a valuable resource Create a subscribe to my newsletter TAB for more engagement along with other interesting TABS to your page

23 Facebook DON T Become static or background chatter Use Facebook as your only marketing tool Throw something up to see what sticks Stifle conversation Post negative content Let complaints go unanswered Delete fair but critical comments Forget to take lots of pictures. Pictures engage people and conversations. Open multiple accounts

24 Twitter Twitter is a micro-blogging platform composed entirely of 140-character answers to one simple question: What are you doing right now?

25 Twitter Ideas for business development News from your local office Update on a new blog post An interesting or thought-provoking comment A good sales idea you have (or overheard) Interesting article about real estate Breaking real estate news Event promotion Real estate or title industry tip of the day Examples: Personal Business

26 Twitter Customer relations Listen and respond Provide information Reply to your customers Reputation management Share your personality Tell followers what they need to know Become a thought leader Be yourself and update often

27 Twitter DO Make sure you proof before you send Make sure your 140 characters are compelling. If you continue to tweet just to tweet, people will lose interest. Add value for your followers. Give them a reason to look forward to your tweets. Include a photo and increase readership by 400%. Be generous with your re-tweets (RT) and Get your tweets noticed by knowing how to draw re-tweets. Tweet the following: quotes, humorous/interesting tweets, trending topics, breaking news, questions and creative tweets.

28 Twitter DON T Be too stuffy. Add personality to your tweets! Talk only about yourself. Add some insight on the industry, or jazz up the monotony with a fun comment or two to get people engaged and paying attention. Put down the competition, or even mention them. Forget the Twitter lingo: RT is re-tweet is how you respond or give props to someone. Re-tweet something and leave off the original Twitter post. Always give credit to those who wrote it first. Tweet more than 10 times a day or more than five times an hour.

29 LinkedIn Ideas for business development Promote your expertise Become a member of the relevant industry groups Plan an event and invite contacts via LinkedIn Set a conversion goal to change LinkedIn contacts from prospects into customers Set up meet and greets with LinkedIn contacts from the real estate industry Examples: Personal Business

30 LinkedIn DO Focus on quality, not quantity in your connections Be a resource for your connections; there is a difference between a big network and a strong network Build a relationship; (it s a two-way street) Keep your profile current Disconnect from spammers or bad apples if you need to Connect with your real world network Upload a photo of yourself for your profile Use a personal message when you re asking to be added as a connection on LinkedIn Ask for recommendations!

31 LinkedIn DON T Abuse your online relationships by spamming your contacts Add people just to increase your numbers

32 Blog Blog is the shortened term for web log. It is, in essence, an online journal filled with thoughts, ideas, criticism or conversations for your audience to read.

33 Blog Ideas for business development Your perspective on what s going on in the real estate industry Talk about what you re doing for the community Talk about your professional and personal values Ongoing highlight of a new customer (get written permission if using actual customer names or if customer can be easily identified) A lesson learned with a recent customer (get written permission if using actual customer names or if customer can be easily identified) Market trends in your area Tips and suggestions for your homebuyers and sellers based on what you have learned

34 Blog Types: Blogger Word Press Examples:

35 Blog DO Put a clear call to action in your blog posts Answer comments received in your blog Review comments promptly Give customers a chance to send you their address* Develop a content strategy Open up a conversation with customers Follow up on leads that you receive Blog about ideas that are interesting to your audience Mark sure you have the time! * Be mindful of your company s privacy policy

36 Blog DON T Be anonymous - tell your readers who you are; It s okay to have multiple authors to a blog Don t share customer stories without their permission Don t share customer names or other personal information without their permission

37 What do I do now? 1. Define your objectives in social media 2. Familiarize yourself with the social media tools - get to know the ins and outs of the tools; become comfortable with them so that you are at ease when using them to interact with customers 3. Decide which social media tools are best for you to use 4. Start small and grow your presence over time

38 Ideal conversation should be a matter of equal give and take, but too often it is all 'take.' The voluble talker or chatterer rides his own hobby straight through the hours without giving anyone else, who might also like to say something, a chance to do other than exhaustedly await the turn that never comes. Emily Post, 1922

39 Questions?

40 Contact me at: Jenny Cooper (713) stewartmarketing.com