leadership circle - real estate internet marketing
DESCRIPTION
Presentation by Charlie Gunningham, MD aussiehome.com, to real estate agents, Aug 20th 2009 - how to get your site higher on Google, Google real estate, using facebook and twitter in marketing, other social mediaTRANSCRIPT
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Leadership Circle
with Charlie Gunningham
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Leadership Circle
with Charlie Gunningham
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Our Mission
“ putting media power back in our clients’ hands ”
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Leadership Circle, 20th Aug 2009 Slide 4
Ad Spend in Australia - 09/10*
1. Takeaway Food …..….$3343m
2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m
Source: IBIS World Research, July 2009
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Leadership Circle, 20th Aug 2009 Slide 5
Internet Media:the power back in your hands
1. Your Site + Google2. Facebook 3. Twitter 4. Enewsletters5. Blogging
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Leadership Circle, 20th Aug 2009 Slide 6
YOUR SITE = YOUR MEDIA
_ Your brand / differentiation_ Only your listings_ Your message_ Grab emails_ Make a connection_ Your broadcast
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Leadership Circle, 20th Aug 2009 Slide 7
YOUR SITE : latest
_ is it in old/latest language? _ how it is on Google?_ does it upload to Google RE?_ does it have latest features?_ video? Mapping? StreetView? Blog? etc… etc…
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Leadership Circle, 20th Aug 2009 Slide 8
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Leadership Circle, 20th Aug 2009 Slide 9
asp vs aspx (Dotnet)
_ asp no longer supported (but will work)_ asp will not support future innovations_ aspx search more robust + faster_ aspx better support, XML-components
we’ve not coded in asp since mid 2007
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Leadership Circle, 20th Aug 2009 Slide 10
1. GOOGLE – being found (SEO)
_ It’s not rocket science_ Google reads text_ Title tag (80 characters)_ blogs are great_ update/fresh
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Leadership Circle, 20th Aug 2009 Slide 11
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Leadership Circle, 20th Aug 2009 Slide 12REIWA Property Management Breakfast, 16th July 2009 Slide 12
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Leadership Circle, 20th Aug 2009 Slide 13
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Leadership Circle, 20th Aug 2009 Slide 14
Just a few case examples…
_ “broome real estate” hutchrealstate.com.au
_ “northbridge apartments for sale” limnios.com
_ “subiaco real estate” paxtonhoad.com.au
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Leadership Circle, 20th Aug 2009 Slide 15
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Leadership Circle, 20th Aug 2009 Slide 16
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Leadership Circle, 20th Aug 2009 Slide 17
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Leadership Circle, 20th Aug 2009 Slide 18
1. GOOGLE – being found (SEO)
_ think of phrases they’d put in (now!)_ test them out on Google…_ how do you fare?_ employ SEO tactics_ keep an eye on it, brag about it!_ it’s credibility (free organic search)
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Leadership Circle, 20th Aug 2009 Slide 19
2. GOOGLE Real Estate
_ July 6th, 2009, 3pm_ new way of being found_ aussiehome, REIWA, upload for you_ your web sites can also be uploaded_ REA and domain are not (yet?ever?)
REIWA Property Management Breakfast, 16th July 2009 Slide 19
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Leadership Circle, 20th Aug 2009 Slide 20
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Leadership Circle, 20th Aug 2009 Slide 21
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Leadership Circle, 20th Aug 2009 Slide 22
http://maps.google.com.au/realestate
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Leadership Circle, 20th Aug 2009 Slide 23
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Leadership Circle, 20th Aug 2009 Slide 24
2. GOOGLE Real Estate
_ get yourself on there ($150 to code it)_ future: your web site + google?_ makes your site most important_ is there any danger here? Not for you, but YES for large real estate portal biz models
REIWA Property Management Breakfast, 16th July 2009 Slide 24
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Leadership Circle, 20th Aug 2009 Slide 25
2. Facebook.com
Mark Zuckerberg, Founder
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Leadership Circle, 20th Aug 2009 Slide 26
Do your own FACEBOOK Profile Pagefree ‘n’ easy to set up
people find youyou’re in control540,000 in Perth
more > 40 than < 20500+/day in Perth join
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Leadership Circle, 20th Aug 2009 Slide 27
http://www.facebook.com/gunningham
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Leadership Circle, 20th Aug 2009 Slide 28
Your own FACEBOOK Profile Page
Build your own profileMaybe keep it separate
from biz?Interact
WIIFT!
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Leadership Circle, 20th Aug 2009 Slide 29
Update words/photosWall/Info, News Feed
Comments/LikesFriending PolicyPrivacy Settings
Controls for ads/pages
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Leadership Circle, 20th Aug 2009 Slide 30
Set up a FACEBOOK Group/Business Page
Invite ‘fans’publish events, goings oninteractive shop window
Walls, Photos, discussionsImport blog feed, apps
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Leadership Circle, 20th Aug 2009 Slide 31
http://www.facebook.com/...unique URL
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Leadership Circle, 20th Aug 2009 Slide 32
FACEBOOK Business Page
Link from emails/web siteRun it like your site
Feed from page to your siteUpload videos
Build a community
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Leadership Circle, 20th Aug 2009 Slide 33
FREE FACEBOOK Business Page e-Book
by Peter Fletcher
TheRealEstateMarketingMaven.com
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Leadership Circle, 20th Aug 2009 Slide 34
FACEBOOK Fan Box
Have your FBBusiness page
Update your site+ advertise FB page
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Leadership Circle, 20th Aug 2009 Slide 35
Post your own FACEBOOK Ads
Direct + targettedSet a budget
Easy to set up, edit, cancel + monitor
12mn+ views ($1400)
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Leadership Circle, 20th Aug 2009 Slide 36
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Leadership Circle, 20th Aug 2009 Slide 37
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Leadership Circle, 20th Aug 2009 Slide 38
Post your own FACEBOOK Ads
Bid / BudgetImpressions
ClicksClick Thru Rate
Cost per ClickCost / Thousand Imp’s
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Leadership Circle, 20th Aug 2009 Slide 39
Create your FACEBOOK Ads
Click AdvertisingCREATE AN ADVERT
1. Design2. Target
3. Pricing
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Leadership Circle, 20th Aug 2009 Slide 40
FACEBOOK Policy
AddictiveTime Wasting
Haven’t got time!
You need a policy, and stick to itHave a reason, WIIFT, part of marketing
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Leadership Circle, 20th Aug 2009 Slide 41
SOCIAL MEDIA in Aus (Jun09)
_ Facebook: 6mn visitors (+95% p.a.)
_ MySpace: 3.5mn (only +5%)
_ Twitter: 800,000 (up from 13,000)
_ 70%+ net users visited social netwks (+29%)
_ Twitter the fastest growing
REIWA Property Management Breakfast, 16th July 2009 Slide 41
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Leadership Circle, 20th Aug 2009 Slide 42
3. TWITTER
_ conversations in 140 characters_ easy + very powerful _ unique web address (twitter.com/…)_ link to site, updates, join in_ listings, news, events, h/opens…
REIWA Property Management Breakfast, 16th July 2009 Slide 42
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Leadership Circle, 20th Aug 2009 Slide 43
Biz Stone, Founder, Twitter.com
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Leadership Circle, 20th Aug 2009 Slide 44
3. TWITTER Vocab
_ message = tweet_ people who tweet = tweeps_ meet up with tweeps = tweetups_ forward on tweet = retweet (RT)
REIWA Property Management Breakfast, 16th July 2009 Slide 44
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Leadership Circle, 20th Aug 2009 Slide 45
http://twitter.com/chazgunningham
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Leadership Circle, 20th Aug 2009 Slide 46
http://twitter.com/aussiehome
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Leadership Circle, 20th Aug 2009 Slide 47
3. TWITTER
_ choosing your name_ background image_ what to say?_ what to pass on (RT)_ who to do it?
REIWA Property Management Breakfast, 16th July 2009 Slide 47
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Leadership Circle, 20th Aug 2009 Slide 48
3. TWITTER
_ world’s best search engine?_ find out what ppl are saying about anything, including you! respond_ pass on interesting tweets (RT)_ join in the conversation_ make connectionsREIWA Property Management Breakfast, 16th July 2009 Slide 48
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Leadership Circle, 20th Aug 2009 Slide 49
3. TWITTER
_ it’s your own radio broadcast_ it can update FB for you_ tweets can be imported to site_ look tech savvy!_ brand yourself/company_ talk direct to your clients/prospectsREIWA Property Management Breakfast, 16th July 2009 Slide 49
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Leadership Circle, 20th Aug 2009 Slide 50
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Leadership Circle, 20th Aug 2009 Slide 51
3. TWITTER extensions
_ iphone/blackberry apps_ tweetdeck (organises it all)_ twitpic.com (photos out as tweets)
REIWA Property Management Breakfast, 16th July 2009 Slide 51
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Leadership Circle, 20th Aug 2009 Slide 52
TWITPIC.com
App that synchs with twitterTake photo, upload +
then it becomes a tweetwith a link to the photo
Can be done from mobilehttp://twitpic.com/photos/chazgunningham
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Leadership Circle, 20th Aug 2009 Slide 53
4. eNewsletters
_ client database_ easy to edit templates_ flick the switch, off they go_ news, events, stats, advice_ no print cost, collect emails
REIWA Property Management Breakfast, 16th July 2009 Slide 53
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Leadership Circle, 20th Aug 2009 Slide 54
4. eNewsletters
_ enewslettersonline.com (Vic Park, talk with Sue Nesci, $695 set up, from $275/yr)
_ custom made one; inc SMS too? (talk to aussiehome.com, can be custom made, linked to site)
REIWA Property Management Breakfast, 16th July 2009 Slide 54
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Leadership Circle, 20th Aug 2009 Slide 55
4. eNewsletters
_ sign up from yr web site_ unsubscribe/privacy_ keep top of mind, direct_ WIIFT
REIWA Property Management Breakfast, 16th July 2009 Slide 55
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Leadership Circle, 20th Aug 2009 Slide 56
5. Video/Podcasts
_ video = compulsive on the web_ podcasts = usu. Audio_ interact directly_ upload to Youtube
REIWA Property Management Breakfast, 16th July 2009 Slide 56
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Leadership Circle, 20th Aug 2009 Slide 57
Chad Hurley, Cofounder, Youtube.com
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Leadership Circle, 20th Aug 2009 Slide 58
Aussiehome TV show…
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Leadership Circle, 20th Aug 2009 Slide 59
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Leadership Circle, 20th Aug 2009 Slide 60
Upload movies to
Obama did 1,67887 mn views
Av age 45-55 yrstag ‘perth real estate’
DIY, free
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Leadership Circle, 20th Aug 2009 Slide 61
www.youtube.com/aussiehometv
Creates online vidCode for you to use
‘testimonial mountain’Draws in viewer
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Leadership Circle, 20th Aug 2009 Slide 62
“perth real estate” search on Youtube…
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Leadership Circle, 20th Aug 2009 Slide 63
5. Podcasts
_ record audio_ convert to podcast (byoaudio.com)_ paste web address onto property_ testimonials, talk about property, the area, the market…
REIWA Property Management Breakfast, 16th July 2009 Slide 63
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Leadership Circle, 20th Aug 2009 Slide 64
6. Blogs
_ interactive 2-way web pages_ you “post” an opinion/story/view + allow public to comment_ you have a lot to say!_ and if you listen, you can learn too
REIWA Property Management Breakfast, 16th July 2009 Slide 64
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Leadership Circle, 20th Aug 2009 Slide 65
Advantages SOCIAL MEDIA
- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
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Leadership Circle, 20th Aug 2009 Slide 66
BLOGS
- a “web log”- leave comments, post- Start your own- video blog (“vlog”)DEMO - http://blog.aussiehome.com, incl back engine
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Leadership Circle, 20th Aug 2009 Slide 67
BLOGGING SOFTWARE
1. Blogger.com (Google)
2. Wordpress.org (popular, purists)
3. DotNetBlogEngine (Microsoft)
latter can fit right inside your site
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Leadership Circle, 20th Aug 2009 Slide 68
THE RULES…not expensive in $’s
Blog often, blog interesting
Show your passionEncourage staff to blog
Be authenticIdeas spread
Allow public to comment
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Leadership Circle, 20th Aug 2009 Slide 69
BENEFITS?
Better Traffic & SEO to your site
Fun, empowering for you/staffListen + Learn from your public
Gather interesting contentWhat goes around comes around
“Markets are conversations”
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Leadership Circle, 20th Aug 2009 Slide 70REIWA Property Management Breakfast, 16th July 2009 Slide 70
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Leadership Circle, 20th Aug 2009 Slide 71
Blogs are fantastic for SEO!
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Leadership Circle, 20th Aug 2009 Slide 72
LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn membershttp://www.youtube.com/watch?v=IzT3JVUGUzM
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Leadership Circle, 20th Aug 2009 Slide 73
LINKEDIN.com
Professional networkingMakes connections visible
Worth being thereEst 2003
40 mn members
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Leadership Circle, 20th Aug 2009 Slide 74
Flickr.com
Est 2004Photo sharing
Galleries, commentsCompany web address
3.6bn imagesBought by Yahoo!
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Leadership Circle, 20th Aug 2009 Slide 75
Flickr.com
Tag photosOrganise into sets
Storage for blog pixCreate your own space
Need yahoo email (free)
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Leadership Circle, 20th Aug 2009 Slide 76
USED TOGETHER – rinse and recycle
- use bit.ly and tweet the links - comment on blogs - blog + tweet links to blog post - photo (twitpic) and upload - link twitter to Facebook updates
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Leadership Circle, 20th Aug 2009 Slide 77
SOCIAL MEDIA POLICY
- our clients & prospects are here- we are going to be here- we’re not going to be distracted- we are going to engage, contribute- we will listen, and learn- we will not talk business (much)
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Leadership Circle, 20th Aug 2009 Slide 78
THANK YOU!
_ loads of ideas_ feedback forms/follow ups?
- for these slides, contact me… [email protected]
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Leadership Circle, 20th Aug 2009 Slide 79
FUTURE DATES
3rd Sept, Wembley – GOLF DAY!19th Oct, 9am-1pm - Facebook course (4 CPD pts), REIWA 2-5pm – Twitter course (3 CPD pts), REIWA9th Nov, 9am-5pm – Internet Mkting course (7 CPD pts), REIWANov – tba – Facebook and Twitter in Computer Labs UWA 2nd Dec, 9am-1pm - Facebook course (4 CPD pts), REIWA
2-5pm – Twitter course (3 CPD pts), REIWA2nd Dec – aussiehome.com’s 10th birthday party with bowls!