a social media primer 2010
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A Social Media PrimerRichard Silver
Technology: 1980’s Style!
1970’s Marketing
Madge: “You are soaking in it” Palmolive: Jan Miner
2010 Marketing
Word-of-Mouth Trumps Traditional Advertising
Who is the Authority in 2010?
Vs.
Who am I and Where am I NOW?
Richard Silver is a top-ranked Salesperson, an early adopter of Technology, Web 2.0 and presently sits as a Director-at-Large with the Toronto Real Estate Board. He is a member of the MLS and Technology Council at the Canadian Real Estate Association. A 30 year veteran, he feels “you are never too old to re-invent yourself”.
• Website: www.RichardSilver.com, • Blog: www.Torontoism.com,• Breaking News: www.DowntownTorontoNews.com• Follow on Twitter, Facebook, LinkedIn and YouTube.
Where are you now?
• MySpace• Facebook• LinkedIn• Twitter• YouTube• Blogging
A 10,000 Foot View
Facebook Stories
Who is Gary Vaynerchuk (AKA Gary Vee) and why is he important to our discussion?“Gary has leveraged his family wine business through Social Media and now his online Brand (WineLibrary.tv) is more valuable than the business (wine distribution and sales) that he started the online program to promote.”
“Get off the “Bus Benches” and establish your Internet Brand.”
Gary Vaynerchuk Strikes Again!
• http://torontoism.com/2009/09/04/social-media-gary-vaynerchuk-strikes-again/
A Great Read
The Digital Handshake– By Paul Chaney
Lays out the Social MediaLandscape for Marketing!
What’s new about Social Media?
• What is Social Media? Web 1.0 vs. Web 2.0?• What is the Demographic using Social Media?• Will I be Successful?
What is Your BRAND?
• What differentiates you from the crowd?• Location, Demographic, Personality, Buyer
Agent, Seller Agent, PTA, Baseball Coach• Is your offline Persona related to your online
Persona? • If you “suck” at networking offline, can you be
successful online??• What is the strongest BRAND for a REALTOR®?
Who is your Consumer?
• Age• Demographic• Location• Language• Work related• Common Interests
What is the ROI? Return on Investment?
Google Analytics for www.Torontoism.com
Google Analytics for www.RichardSilver.com
Why should you commit to Social Media and Blogging?
• Is there a ROI (Return on Investment)? Can you Monetize it?• How can I judge it? Google Analytics... Visits vs. Bounce Rate • The concept of the long tail…The tail becomes bigger and
longer in new markets (depicted in red). In other words, whereas traditional retailers have focused on the area to the left of the chart, online bookstores derive more sales from the area to the right. (Courtesy of Wikipedia)
Traditional Advertising
Non Traditional
How do you contact your clients?
• Have you asked them how they connect or want to be connected with?
• Do you provide options? Your email signatures and your Business Cards...
• Upload your Database to Facebook and LinkedIn and see who is already on.
What is the Consumer Saying.... about You?
• Have you GOOGLED yourself?• Step Reps, Google Alerts and Yelp.ca• Houston Area Realtors and their ratings
program...www.HAR.com• Are you ready to be rated?
Today’s Options
Your Avatar...not the movie!
www.Xobni.com
Are you ready to reinvent yourself using Social Media?
• Committing to the time?• Being Transparent: What do you share?• What are the restrictions?• Do Not Call/Contact, Privacy, Competition,
RECO Advertising Guidelines• Plagiarism...• The right media 4 U: Writing? Audio? Video?• Be Ubiquitous!
Transparency is key!
What are the Tools?
• LinkedIn: Business to Business• Facebook: Facebook/Marketplace, Fan Pages• Twitter: www.Tweetdeck.com, The Little Birdie• YouTube: Video and Video Channels• Flickr: Photos: The Community Photographer• Xobni: Add on to Microsoft Outlook• Ping.fm: Syndication• SlideShare: Share pdfs and Presentations
Your Web Site: First and Foremost
Answering the Questions:
• What is available for Sale?• What is your home worth?• What is the Real Estate Market doing?• What is happening in your community?
What is Search Engine Optimization?
www.LinkedIn.com
LinkedIn Groups: Join the Discussion!
www.Facebook.com
www.Facebook.com/marketplace
Facebook Fan Pages
Facebook Fan Pages
Facebook Community Groups
www.Twitter.com
www.Twitterpinch.com
www.Tweetdeck.com
What’s a Blog?
• When do you have time?• Do you write it yourself?• How long should a Blog be?• How do I get started?• What do I write about?• How often do you post a Blog?• Photos? Video? Audio?
The Real Estate Tomato
Video Cameras
Creative Labs VadoHD
Kodak Zi8
Flip Mino HD
Adding Video
www.Youtube.com/channels
www.SlideShare.net
Adding Content: Content is King!
Real Estate Shows and OBEO
RealEstateShows.com/469189
www.OBEO.com
RSS Feeds (Really Simple Syndication)
Does your web site and Blog encourage RSS Feeds? (www.Feedburner.com)
My Social Media World
Blog & Web Site
Facebook Twitter
YouTube
What’s to Come?
Go MOBILE:Get Mobilized
Next Steps:
• Read lots of Blogs• Read Active Rain and Start Blogging• Spend ½ hour a day on one Tool,
then next month add a second tool...• Wordpress.com, The Real Estate Tomato,
Blogger, • Follow Seth Godin, Gary Vaynerchuk, Stefan
Swanepoel and others....
Learn and Share• Inman News and Inman Real Estate Connect• REALTORQuest• NAR National Association of REALTORS®• REBarCamp.com• Meetups and Tweetups!
Stefan Swanepoel’s Rules of Engagement in Social Media
1. Give More Than You Take 2. Respect Your Online Friends3. Listen to What They Say4. Respond Frequently and where Appropriate5. Build Relationships 6. Be Authentic and Transparent7. Do Not Become a Nuisance8. Collaborate with Your Online Friends9. Add Value as Frequently as you Can10. Consider Opportunities in the Long Tail
www.RealEstateBooks.org
NAR Social Media Guidelines
Available at REALTOR.org
QUESTIONS?
Richard Silver is a top-ranked Salesperson, an early adopter of Technology, Web 2.0 and presently sits as a Director-at-Large with the Toronto Real Estate Board. He is a member of the MLS and Technology Council at the Canadian Real Estate Association. A 30 year veteran, he feels “you are never too old to re-invent yourself”.
His website is www.RichardSilver.com, Blog is www.Torontoism.com, and you can follow him on Twitter, Facebook, LinkedIn and YouTube.
For a copy of today’s presentation visit http://www.linkedin.com/in/risilver
http://www.slideshare.net/richardsilver
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