presa: communicating effectively and minimizing risk using social media
TRANSCRIPT
Communicating Effectively and Minimizing Risk Using Social Media
By Doug Devitre
Current Responsibilities
Manage accountingManage accounting
SellSell
Personal lifePersonal life
Attend classesAttend classesVolunteerVolunteer
Upload picturesUpload pictures
Search for homesSearch for homesCheck titleCheck title
DelegateDelegate
Write my adsWrite my ads
Open housesOpen houses
ProspectingProspecting
Negotiate inspectionsNegotiate inspections
Take picturesTake pictures
Advertise listingsAdvertise listingsAttend closingsAttend closingsManage a databaseManage a database
List homesList homes
Write contractsWrite contracts
Show propertyShow property
You expect me to do this too!
Why Social Media?
• FREE
• Be found on internet
• Answer frequently asked questions
• Growing numbers
• Decision makers participate
• Outsourced
5
Top 10 Mistakes Agents make Using Social Media
6
10. Insignificant Status Updates
7
9. Double Check Speeling
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8. Breaching Confidentiality
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7. Accepting Your Mom as a Friend
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6. Promote Other Businesses
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5. Accept Everyones’ Invitation and Offer
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4. Do What Everyone else is Doing
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3. Update Status All of the Time
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2. Know how to do EVERYTHING
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1. Try to do it ALL
Effective Communication
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How do YOU Know What is Effective?
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Signals People Take Action
• They call you
• They email you
• Click on links in an email
• Comment on what you say
• Fill out a form on a website
• Download resources
• Refer and recommend to others
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They Call You
• How did you find me?
• What made you pick up the phone and call?
• Do you have other preferred methods of communication?
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They Email You
• They:– Asking for more information– Need clarification– Want to remain anonymous– Want permission to follow up
21
Click Links in an Email
• Can you track?– how many sent– how many opens– how many links clicked– how many unsubscribed
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Comment on What You Say
• Comment on a blog post
• Comment on your comment
• Comment on a photo
• Comment on a video
• Comment on PowerPoint
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Fill out Form on Website
• Calls to action
• Lead generation
• Special reports
• Subscribe to RSS
• Develop your list of questions
• Auto-responders
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Download Resources
• PDF as link on blog
• PDF as link in email
• PDF as link in auto-responder
• Folder of downloadable documents by link
• Folder of docs embedded into website
Refer and Recommend to
Others
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by the Numbers
“50% of Internet users in the US regularly read
blogs.”
eMarketer (May 2008)http://technorati.com/blogging/state-of-the-blogosphere/
“On average, bloggers use 5 different techniques to drive
traffic to their blog.”
Technorati (2008)http://technorati.com/blogging/state-of-the-blogosphere/
“In August of 2009, LinkedIn reached 45 million registered
users.”
Techcrunch.comhttp://www.techcrunch.com/2009/08/12/linkedin-reaches-45-million-users/
“YouTube is the #1 video site on the web, with 300 million
visitors each month.”
Clean Cut Media (2009)http://www.thatagency.com/design-studio-blog/2009/07/social-media-statistics-for-2009/
“72.5% of people in the US regularly go
online.”
InternetWorldStats.comhttp://www.gstatic.com/youtube/engagement/platform/autoplay/advertise/downloads/YouTube_InTheKnow.pdf
“47% of YouTube’s users have annual incomes of over
$75,000.”
http://www.gstatic.com/youtube/engagement/platform/autoplay/
advertise/downloads/YouTube_InTheKnow.pdf
“In 2008, 32% of REALTORS® used social media sites.
In 2009, the number rose to 84%.”
2009 REALTOR® technology reporthttp://www.realtor.org/wps/wcm/connect/54d719804f2807aca5f1e74e813808c1/2009+Tech+Report+-+v1.pdf?MOD=AJPERES&CACHEID=54d719804f2807aca5f1e74e813808c1
“25% of REALTORS® post to their own blog for business
purposes.”
2009 REALTOR® technology reporthttp://www.realtor.org/wps/wcm/connect/54d719804f2807aca5f1e74e813808c1/2009+Tech+Report+-+v1.pdf?MOD=AJPERES&CACHEID=54d719804f2807aca5f1e74e813808c1
“By 2010 Gen Y will outnumber Baby Boomers, 96% of them have joined a
social network .”
Grunwald Associates National Studyhttp://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
Facebook added 100 million users in less than
9 months.
United Nations Cyberschoolbus Document http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think
/
“The fastest growing demographic on Facebook is
females aged 55-65.”
Inside Facebook Bloghttp://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
“Daily use of social media by adults rose
from 8% in 2005 to 35% in 2009.”
http://ateblog.com/social-media-for-realtors-should-you-really-care-about-it-absolutely-yes/
“66% of LinkedIn users are decision makers or have influence in the purchase
decisions at their companies.”
http://socialmediastatistics.wikidot.com/linkedin
/
“44% of Inc. 500 companies consider social media
technologies ‘very important’ for their business/marketing
strategy.”
http://www.umassd.edu/cmr/studiesresearch/blogstudy5.pdf
“More than 90 percent of homebuyers 44 years old or younger
used theInternet as a source of
information during the home buying process.”
2008 National Association of REALTORS® Profile of Home Buyers and
Sellers
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• Text message• Facebook• Twitter• Linkedin• YouTube• SlideShare• RSS
What is Your Clients’ Preferred Communication
Method• Face to face
• Direct mail
• Phone
• Fax
• Hand written note
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Text Message
• 140 characters or less
• Text message templates
• Text message signatures
• Email to text message
• Text notification from lead sources
• Multimedia SMS
Create the Perfect Profile
Online Profiles to Create
• www.Facebook.com • www.YouTube.com • www.LinkedIn.com • www.Flickr.com • www.Box.Net • www.SlideShare.net
• www.Twitter.com • www.FriendFeed.com• www.Conduit.com • www.WidgetBox.com • www.Feedburner.com• http://Calendar.Google.com
Email - Username -Password
Creating Online Profiles
• Create profile template• Visit website• Click join or sign up• Enter in username and create password• Add professional details• Check email for subscription link• Visit site and enter in username and password• Copy and paste from template into fields
Social Media Template
You
Summary
Associations
Honors
Specialties
Work Experience
Positions
Summaries
Education
Activities & Societies
Additional notes
Contact settings
Websites
Phone #s
About Me
Summary
Interests
Activities
Personal
Movies
Music
Books
Influences
Every Social Media Account Needs a Brand
• Locate login url
• Select username
• Select password
• Choose hyperlink
• Locate RSS feed
Create Spreadsheet of Accounts
Login URL Username Password Profile URL
Linkedin.com [email protected]
Link1234 http://www.linkedin.com/in/dougdevitre
Facebook.com [email protected]
Face1234 http://www.facebook.com/DougDevitre
Twitter.com DougDevitre Twit1234 http://twitter.com/dougdevitre
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• Status update
• Poke
• Post to wall
• Share multimedia
• Facebook email message
• Comment on photos & videos
• RSS import
Create a Facebook Profile
Facebook Status Updates
Facebook Friends
Personalization Increases Facebook Conversion Rate
• Add a friend you know
• Add a friend you don’t know
• Someone suggested you add a friend
• Someone posted on your wall
• Send someone a message with a hyperlink
• Someone joins your group
• Someone comments on your status update
Facebook Photos
Facebook Videos
Facebook Wall
Facebook Pages
Facebook Comments
Facebook RSS
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• 140 characters or less
• Tweetdeck
• Share hyperlinks
• Share multimedia
• GeoChirp
• TweetBeep
Create a Profile
• Name• Username• Picture• Website• Online bio• Location• Background
Follow People
• Find people on Twitter• Click on Follow
Followers
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Twitter Tools
• www.TweetDeck.com• www.TwitPic.com• www.GeoChirp.com• www.Twellow.com• http://Twittermail.com• www.Tweetbeep.com • http://Ping.fm• www.BudURL.com
www.LinkedIn.com
• Professional social network• Links to favorite websites• Searchable database of contacts• Ask and answer questions and answers• Recommendations from past clients• Past work and education experience
Create LinkedIn Profile
• Name, title, industry• Current position• Past employment• Education• Summary• Specialties• Public profile• Key word heavy
Choose Websites
Add Connections
Upload Contacts to LinkedIn
Personalization Increases LinkedIn Conversion Rate
• Add a contact you know
• Add a contact you don’t know
• Ask for recommendations
• Someone joins your network
• Someone comments on your discussion
• You comment on someone else’s discussion
Group Discussions
Q&A
Add Applications
• www.WordPress.com
• www.Box.net
• www.SlideShare.Net
• www.Amazon.com
www.YouTube.com
• Create profile• Design the Channel• Upload video• Marketing videos• Playlists• Favorites• Subscriptions• Custom video players
Create YouTube Profile
• Select username
• Enter password
Design the Channel
• Channel info
• Channel design
• Organize videos
• Performer info
Upload Video
Marketing videos
Embed HTML Source Code
Paste CTRL-V
Source Code selected
Create a Background
Playlists
Set Up Playlists
Favorites
Custom Video Players
www.SlideShare.net
• Create a profile
• Upload presentations
• My Slideshows
• Share presentations
• Create a slideshow Presentation Pack
Create a Profile
Upload Presentations
My Slideshows
Share Presentations
Create a Slideshow Presentation Pack
www.Flickr.com
• Create a profile• Upload photos• Titles, descriptions, and tags• Photostream• Create photo sets• Batch and organize photos
Create a Profile
Upload Photos
Titles, Descriptions, and Tags
• Titles• Descriptions• Tags
Photostream
www.Box.Net
• Create a profile• Create folders• Upload files• Sharing documents by
email and hyperlinks• Embed widget to blog or
website
Documents by FolderBuyers Sellers Marketing CompanyBroker disclosureBuyer presentationBuyer agency agreementLoan applicationSample sales contractHomeowner warrantySellers forwarding addressTitle and survey authorizationInspection noticeMoving checklistUtility transferVendor listRelocation package
Broker disclosureListing contractListing presentationHomeowner warrantyCondo supplementMLS listing sheetLock box authorizationFlood letterMoving checklistUtility transferVendor listRelocation package
Flyer templatesPostcard templatesPowerPoint templatesBusiness card templateSocial media templateList of suppliersSigns and ridersCustom design
Broker policy manualReferral agreementsTraining exercisesCompany rosterCompany logosPress releases
Box.net Folders
• Share documents by hyperlink
• Share folders by hyperlink
• Embed folder into blog• Folders contain more
documents
Sharing Documents
Embed Widget to a Blog or Website
• <embed src="http://www.box.net/static/flash/box_explorer.swf?widgetHash=2t04hfpk40&cl=0" width="460" height="345" wmode="transparent" type="application/x-shockwave-flash"></embed>
•RSS
Example RSS Feeds
• Blog• Blog comments• YouTube • Twitter• Slideshare• Flickr• FriendFeed• Del.icio.us• Google Calendar
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Handling Comments
• Types of comments– SPAM– Acknowledgements– Clarification questions– Disagree– Negative or hurtful
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Ethical Issues and Risk Reduction
• Fair housing
• Diversity
• Code of Ethics
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Copyright Infringement
• Photos
• Videos
• Audio
• Quotes
• Articles
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Misinterpretation
• I didn’t mean to say that
• No one will see this
• Negative comments
• Overstated opinions
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Abandonment
• Last blog post was 2 years ago
• No response to comments
• Not a worthy resource for others to return.
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Types of Content
• Announcements
• Stating facts
• Opinions
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Auto-Approve
• What comments would you auto-approve to your social media accounts?
• Who would you approve to automatically publish comments?
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Require Approval
• Blog posts
• Political issues
• Hot topics
Social Media Plan of Action
Social Media Time Management
• Choose which networks have highest ROI
• Decide personal vs. business
• Set recurring appointments
• Outsource
• www.elance.com
• Find a college intern
Risks of Using Social Media
• Immediacy of published content• Others may use content• Others tag you• Broker responsibility• Hijacked profile• Fair housing• MLS violations• Code of ethics
Social Media Plan of Action
Setup
Maintenance
Setup
• Choose networks
• Find help
• Customize profiles
• Create network of contacts
• Automate RSS feeds
Maintenance
• Uploading content
• Managing profiles and comments
• Titles, tags, and descriptions
• Status updates
• Managing connections
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Share Not Sell
• Share your experiences• Share your photos• Share your videos• Share your business• Share your personal life
120
Social Media Strategy
• What is the content?• What is the right tool?• Where does it go?
121
What is the content?
• Articles• Pictures• Videos• Favorite websites• Audio• PowerPoint presentations• Online documents• Status update
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What is the right tool?
• Blog• Flickr• YouTube• Delicious• Hipcast• SlideShare• Box.net• Ping.fm
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Where does it go?
• Facebook• Linkedin• Blog• Website• Email• RSS reader• Friendfeed• Widgetbox
