intro to social media
TRANSCRIPT
INTRODUCTION TO SOCIAL MEDIAFOR REAL ESTATE PROFESSIONALS
“Regardless of age, regardless of position, regardless of the business we
happen to be in,all of us need to understand the
importance of branding. We are CEOs of our own companies:
Me Inc.
To be in business today, our most important job is to be head marketer for
the brand called You.”
Tom Peters – Fast Company
FINDING YOUR VOICE
Choose a handful of personal qualities about yourself that you want to be known for.
Ask yourself the following questions:
• What interests you most?• What will you have fun executing?• What could you be most consistent with?
• What do you want to use social media for?
FINDING YOUR VOICE
Some content you can specialize in:• Home Décor• Sports• Family Life• Fitness• Restaurant Reviews
Make sure you don’t try to focus on too many things – it’ll be harder for someone
to remember any of it.
Make sure you’re honest with yourself – pretending to be something you’re not
never works well.
FINDING YOUR VOICE
FINDING YOUR VOICE
Once you find out what your online voice will be, you have to be accountable!
Stay in touch! – Create posting calendars for yourself so people can look forward to seeing your posts
Stay relevant – post timely articles or photos that are of interest to you
Stay Personal – Post photos of you and your family/friends
HAVE FUN! Social media may seem like a full time job, but once you get the hang of it, it will be second nature!
• SHARE• We’re not competing! Share
friends’ posts• Share news articles by using the
share button instead of merely linking.
• COMMENT and TAG• Comments make people feel
more special than likes. Fact.• Tagging other people in your
posts brings your content directly to their attention.
FINDING YOUR VOICE
PERSONAL VS. PROFESSIONAL
Everything on the Internet is public..
Always be thoughtful when publishing your opinions and personal life on the Internet.
• Personal :• Always maintain a positive
demeanor• Be cautious of the photos you
share (risque clothing or behavior)
BRIDGING THE GAP BETWEEN YOUR AUDIENCE AND YOU
The number one source for real estate listings is referrals
Social media is your opportunity to engage with your clients on a regular basis
• Stay top of mind by becoming the authority (the topic is up to you)
• Stay in people’s news feeds by posting to facebook 5-7 times a week
• Stay consistent on twitter by sharing relevant articles and posting fun and exciting updates more frequently
As long as you stay top of mind, they will remember to refer you to friends and connect with you when the opportunity arises.
Only 14% of consumers trust ads75 % trust peer recommendations
WHY FACEBOOK?
Facebook is the largest social media platform and has 1 billion users as of October 2012. Facebook was created with the intention for users to be able to connect to friends and family by liking pages. Users can tag their location in status posts, upload photos or video to their profiles or load them into albums.
• Facebook captures 1 in every 11 internet visits in the US• The average visit to Facebook is 20 minutes• 20% of users earn over $100k per year
Leverage your personal relationships on social media
Use your Personal Facebook profile• Allow people to Follow your public
updates• Don’t be afraid to send a friend request
to a client with whom you have a good rapport
Anatomy of Facebook
Newsfeed
Main Page:
Anatomy of Facebook
Navigation
Main Page:
Anatomy of Facebook
Friend Lists
Main Page:
Anatomy of FacebookMain Page:
Ads
Anatomy of FacebookMain Page:
The Ticker:
Content in Real Timelive stories like status updates, friendships, photos, videos, links, likes and comments. These updates expand and allow you to Like, Comment and Share directly from the Ticker.
Anatomy of FacebookTIMELINE
Timeline Year
COVER PHOTO
Anatomy of FacebookTIMELINE
Timeline Year
COVER PHOTO
EXAMPLES
Steve Goldschmidt• Diverse posting
strategy• Shares family stories• Shares Real estate
content organically without pushing a sale message
Michael Meier• Diverse posting
strategy• Shares family stories• Shares Real estate
content organically without pushing a sale message
Setting up your profile
Setting up your Profile
Setting up your Profile
Creating a Post
Status Update
Tagging People, Pages and Places
Privacy Settings
Setting up your privacy settings• Privacy
Shortcuts
• Privacy Settings in the Gear
Post Privacy Settings Defaults
Post Privacy on Posting Basis
You can change who sees your posts on each individual update you make
Combine or exclude networks, lists, and people with the custom option.
Test your settings
Use the View As functionality to see your Facebook through the eyes of your friends
Enable the Follow feature:
• Click in the top-right of your screen• Select Account Settings• Click Followers on the left side• Check the box next to Allow Followers
*Followers will see posts made to your Public audience
Action Items
Start listing your friends:
• Click the Home link (along the top-right of every Facebook page)
• Find the list you want to edit in the left column, or click the More link next to Friends
• Select the list you want to edit or click Create a List
Action Items
Start listing your friends:
• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right
• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right
Action Items
Enable email and Mobile Notifications• Real Estate can be a fast moving
industry, don’t slack with your replies to clients and friends on Social Media
• Periodically check your feed and comment on your friends/clients posts
Action Items
Facebook Recap:
Use Your Personal Profile• (Exceptions for those who already have large
followings on their business page. )
Enable the Follow Feature
Begin Grouping your friends
Today: Post a photo of you and your family/friends in NYC
Why Twitter?
Twitter is an invaluable tool when trying to create one’s brand.
It allows for direct and constant communication with current clients, potential clients, and millions of informed individuals
• 360 Million users• 25% earn over $100k per year• 51% have a college degree
Building audiences: • 69% rely on friends suggestions for
followers
TWITTER Buzzwords
Handle- A user’s handle is the username they’ve selected and the accompanying URL, like
http://www.twitter.com/townresidential
ListsCurated groups of other Twiitter users. Used to tie specific individuals on a group
MentionsMention another user in your Tweet by including the @ sign followed directly by their username is called a “mention”
TWITTER Buzzwords
Retweet- When someone reposts a tweet. This will incorporate both the original handle and yours on your twitter feed.
TWITTER Buzzwords
Hashtag- Using the # symbol before a phrase will create a link
Benefits to using hashtags:• Categorizes tweets and conversations• Helps to show topics more easily in Twitter
Search• Clicking on Hashtagged words shows you all
the other tweets marked with that hashtag
Profile: • Describe yourself and your job in your “About Me”• Link it to your TOWN page by using a link shortener• Add TOWN’s handle @townresidential and mention TOWN in
your bio• Use your TOWN headshot
Anatomy of Twitter
Feed
Anatomy of Twitter
Follower suggestions
Anatomy of TwitterThe Discover tab shows you content you might be interested in following based on your connections, location and recent trending topics. All content in the Discover tab defaults to Tweets.
Anatomy of TwitterPROFILE:This is a general overview of your account including your Tweets, photos, following count, and bio. You can customize your profile by clicking on the gear in the right hand corner.
Anatomy of TwitterThe interactions/mentions section contains all Tweets that mention your username so you can easily keep track of conversations people are having with you or about you.
CREATING YOUR PROFILE
1. Navigate to http://twitter.com and fill out the sign up form.2. Enter your full name, email and password.3. Click sign up for Twitter
4. You’ll be taken to another screen to select a username.When selecting a username try to make it the same name as your Instagram handle if applicable.Usernames must be fewer than 15 characters. Since usernames take up characters in retweets having a shorter name 7-10 characters is preferable.
PROFILE:Upload a profile picture, header and background to display your personality.
10% Links to your own listings on Townrealestate.com10% Talk Real Estate Business
20% Link to other RE content (News, Press, other interests)
40% The remaining 40% should consist of personal interaction, small talk, commenting and networking
Content Mix:
• Share content from Around TOWN emails, the corporate Facebook Page and YouTube
• Share your listings, but focus on one interesting aspect• Tweet How-To’s. YouTube and design blogs have great
articles about DIY, Home Décor, and even recipes• Geographic info – become the go-to in your
neighborhood• Ask questions. Ask for opinions.• Share photos• Be Funny/friendly/inspirational – Share great quotes
using #qotd (quote of the day)• Try to use a hashtag in every Tweet to increase your
virality, tag other businesses in your Tweets instead of using names
What to Tweet:
Use the search functionality to find new followers and potential clients
• “Moving to NYC”• Relocating NYC• NYC News• West Village News, East Village, etc.
Search
Use the search functionality to find new followers and potential clients
• “Moving to NYC”• Relocating NYC• NYC News• West Village News, East Village, etc.
Search
• Follow people that want to follow you (people talking about your topic)
• @reply even people who don’t follow you• Interact with influencers• Add yourself to twitter directories like
www.wefollow.com, www.twello.com
Grow your following
• Industry Peers and professionals
• Experts (RE, Social Media, Marketing, etc.)
• Client List (private)• Local Competition
(private)
Create and Subscribe to Lists
• Use the hashtag #TownLoves[neighborhood] in 5 Tweets
Use #TownLoves Hashtag
• Follow 5 real estate reporters or editors
Action Items
• Jason Shefftell, NY Daily News @NYDNRealEstate
• Lauren Schuker Blum, WSJ @laurensblum• Candace Jackson, WSJ @candace_jackson• Michelle Higgins, NYTimes @michellehiggins• Vivian Toy, NYTimes @VivianSToy• Matt Chaban, Crains @MC_NYC• Kathy Clarke, The Real Deal
@KathyClarkeNYC
http://www.slideshare.net/larosamaria0/
Rosemary Abdelshahid212.355.9090 x [email protected]
Ross Anderson212.355.9090 x [email protected]