Social Media for Sales Purposes March 2014

What is Social Media?

Social Media is the means by which people create

and/or exchange text, videos, pictures, ideas and

other content through online communities and networks.

Social media is most usually associated with

networks of relationships you build over time that are built on some level of exclusivity.

Why should I use social media?

72.6% of agents who use social media outperformed agents who did not 40% of agents who use social media close between 2 and 5 deals a year as a direct result of their efforts Its free Relatively simple to use Allows for 2 way conversations

Linked In
Why
Exchange of professional info Enhance your brand identity

Who

Primarily professionals 25-50 years old Is used primarily for business networking

Unique

Use to create a professional persona Establish your expertise

Facebook
Why
Largest network Most active network

Who

600 million active users Blended personal/professional pages

Unique

Build relationships quickly Easily share videos, pics and status updates

Twitter
Why
Trending capabilities Short tweets are easy to manage

Who

Easy to target audiences Younger demographic

Unique

Limited to 140 characters per tweet Use hashtags to reach people outside your sphere

Pinterest
Why
Virtual bulletin board Share home design ideas

Who

Largely women audience

Bulletin boards for photos and videos Unique Use to drive traffic to your website/blog

Instagram
Why
Storytelling through pictures Share home design ideas

Who

Younger demographic (18-29 year olds)

Unique

Works particularly well with Facebook/Twitter Use to drive traffic to your website/blog

Getting Started

Pick a platform

Start an account

Fill out your profile

Upload a picture

Start Connecting

Its no longer about who you know, its about what you know about who you know.

Netiquette Donts
Use all caps Use highly charged words Be inappropriate Sell first

Tag unflattering photos

Post photos of others children without permission

Geotag people without permission

Quote people without permission

Dont like a tragic event

Dont be passive aggressive

Dont vague post

Dont overshare

Humblebrag

Over complain

Over Post

Post Spoilers

Netiquette Dos
Be respectful Be a relationship builder Show you care Be on-brand

Be a giver

Be honest

Consider the tone

Ignore Trolls

Offer to help

Use private emails to make plans

Use tags if necessary

Before you post THINK IT OVER

T Is it tactful?

H Is it helpful?
I Is it informative?

I Is it interesting? T Is it timed right? O - Is it offensive? V Is it verified? E - Is it effective? R Is it right for your brand?

N Is it necessary?
K Is it kind?

If your data is coming from an IDX feed

When displaying listing content, a participants or users IDX display site must clearly identify the name of the brokerage firm under which they operate in a readily visible color and typeface. This policy acknowledges that certain required disclosures may not be possible in displays of minimal information (e.g. thumbnails, text messages, tweets, etc., of 200 characters or less). Such displays are exempt from the disclosure requirements established in this policy but only when linked directly to a display that includes all required disclosures.

NAR and electronically transmitted information

Must conform to all NAR Code of Ethics and State Code regarding advertisements

NAR Standard of Practice 1-2

The duties imposed by the Code of Ethics encompass all real estate-related activities and transactions whether conducted in person, electronically, or through any other means.

NAR Article 10
REALTORS shall not deny equal professional services to any person for reasons of race, color, religion, sex, handicap, familial status, national origin, sexual orientation, or gender identity. REALTORS shall not be parties to any plan or agreement to discriminate against a person or persons on the basis of race, color, religion, sex, handicap, familial status, national origin, sexual orientation, or gender identity.

NAR Article 12
Article 12 Realtors shall ensure that their status as real estate professionals is readily apparent in their advertising, marketing, and their other representations, and that the recipients of all real estate communications are, or have been, notified that those communications are from a real estate professional. Standard of Practice 12-5

Realtors shall not advertise nor permit any person employed by or affiliated with them to advertise real estate services or listed property in ANY medium (e.g. electronically, print, radio, television, etc) without disclosing the name of that Realtors firm in a reasonable and readily apparent manner. This Standard of Practice acknowledges that disclosing the name of the firm may not be practical in electronic displays of limited information (e.g. thumbnails, text messages, tweet, etc). Such displays are exempt from the disclosure requirement established in this Standard of Practice, but ONLY when linked to a display that includes all required disclosures.

Privacy
What you post never really goes away Dont post about others without their permission
Disclosure of current transactions (impact on others) Never allow others to post for you Control your tags and respect other peoples boundaries Look for settings that help you control your image Think about how social media apps are linked together

Online security
Never provide your password or personal information on demand (phishing email or phone call) Think twice before you allow any interface with your contacts/calendar/email Dont hide info in your contacts Be aware of social engineering and how it works Beware of photos designed to pull at your heart strings

Personal Security
Dont assume your posts are private Dont post when you are going on vacation Dont post where you keep your weapons if you have them Be cognizant that if you post open houses, you are advertising where and when you will be at a home potentially by yourself Print screen capabilities mean your posts can be copied Who is watching you?

What is content marketing?

Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

Successful content marketing is the art of communicating with your prospects and customers without selling . Instead of pitching or selling your product or services, you deliver information that makes your audience more intelligent , more entertained and more inspired. The essence of your content marketing strategy is the belief that if you deliver consistent, ongoing, timely and valuable information to buyers, they will ultimately reward you with their business and loyalty.

It is considered non-interruptive marketing

Why should I utilize content marketing?

The Content Marketing Cycle

Create Content

Measure

Curate Content

Converse

Listen

A simple but effective plan

Entertain

Monthly Bi-weekly Weekly 2x per week 3x per week

Inspire

Start Conversation

Teach

Provide Relevant Information

Interact with others

20x per week

A weekly detailed Plan

Monthly Theme: New Beginnings Week of Jan 6 Facebook Twitter Pinterest LinkedIn Weekly Theme: New Year

Monday, January 06, 2014 Resolutions

What are buyers looking for in 2014 Vegan recipe

profile update

Tuesday, January 07, 2014 Ander

Housing trends in Carmel

RE trends pictogram

make connections

Wednesday, January 08, 2014 Family

Inspirational

Vegan Recipe

congratulate new jobs

Thursday, January 09, 2014 Inspirational

Educational

Home Design

Send a resource to 3 people

Friday, January 10, 2014 Educational

Educational

Vegan Recipe

Post a picture

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

Analyze your social media use

Google yourself
Are you on the first page? Find anything embarrassing? Is there somebody with your same name? Angela Raab, Angela Raab Realtor, Angela Raab Indianapolis

Scattegorize your posts for the last 3 month

Educational Inspirational Newsworthy Informational

Count your relational activities

Likes

Comments

Mentions Complaint

Possibly offensive
Strong Language Relationship building

Tags

Happy Birthday

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

Determine your social media brand

What makes me different from other Realtors? What words do my clients use to describe me? What are my core personal values ? What are my core business values? What are issues that are important to me but that I should not engage?

How do I make people feel?

Am I going to engage on religious topics? Am I going to engage on political topics? How much personal/professional blurring am I comfortable with? Is the social media brand I am presenting authentic?

Keeping your branding consistent

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

Defining your audience

Groups you belong to Past Coworkers Specialized markets

Professional activities
Childrens activities

Current sphere

Hobbies

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

Choosing your platforms

Facebook
Huge jump last year in users over 65 More women use Facebook than men

63% of users go to Facebook more than 1x/day.

84% of those that use only one platform typically choose Facebook

Twitter
Adoption levels are particularly high among young adults and African American users. 46% of users visit at least 1x/day 53% of Twitter users also use Instagram 90% of Twitter users also use Facebook

Linked In
Usage is drastically higher for college level grads or higher and with an average household income of $75,000+ Only platform where usage of 50-64 year olds is higher than 18-29 year olds 52% visit their profiles less than 1x/week 89% of Linked In users also use Facebook

Instagram
Increase in users 18-29 years old and African American users After Facebook, Instagram has the highest engagement levels 57% of Instagram users visit the site at least 1x/day 53% of Instagram users also use Twitter

93% of Instagram users also use Facebook

Pinterest
Majority women users Women are likely to be highly educated and in a higher income bracket 50% of users say they visit less than 1x/week 87% of Pinterest users also use Facebook

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

SMART Goals for Social Media

Specific Measurable Attainable
I will like X times per day I will post X times per day I will comment X times per day How many likes did I receive How many comments did I receive What times are my audience most responding

How much time can I devote to each platform How steep is the learning curve for this platform

Realistic
Timely

How many leads should I expect? How many sales should I expect?

How long should I experiment before I see results?

Examples of Macro Goals

4 weeks
Increase my blog traffic by 32% Collect contact info for 10 people Attain 500 Twitter followers Increase website traffic by 100% Attain 30 linkbacks Add 1000 Facebook friends WRAP 3 new agents to the Tucker company

3 6 12 months months months

Collect 5 direct leads from social media

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

Set Micro goals

Write new short content Check analytics Write new long content

Connect with new contact

X times per X

Post new photo

Retweet

Share content

Comment on a post

Like a post

A comprehensive Social Media Plan

Analyze your current social media use Determine your brand Determine your audience Determine the platforms you want to utilize Set macro goals

Set micro goals

Put tools in place to track benchmarks

1. Snap a pic of your clients in their new home and post it

2. Set up a home owner DIY Pinterest board

3. Start an office power users group

Work consistently with a group of agents who agree to like and comment on each others posts to create a conversation that will create buzz

4. Define lifestyle triggers that should instigate a phone call

Engagement

New baby

Retirement New Job

5. Use storytelling to post listings

6. Become the neighborhood expert through Best of 30 days challenge

Best Pizza

Best Golf Course

Best Swimming Spot Best Happy Hour

Best Sandwich

Best Burger

Best Park

7. Start a 365 activities story

Childrens Museum Zoo Artsgarden Indians Game Colts Game Laser Tag Dave and Busters Connor Prairie Hot Air Balloon Ride Cookies with Santa West Park Central Park Downtown Library LOVE sculpture Tennis Courts

Pacers Game
Ice Game Art Museum

Zoo Boo
Farmers Market

Golf
Gokarts

Traders Point Creamery Mini golf Bowling

Indiana History Museum Roller Derby Monon Center JCC Indianapolis 500 Mini Marathon

8. Get access to your spheres network through tags

9. Dont be afraid to get personal in a positive way

10. Share a funny story

11. Let somebody know they are important

12. Give somebody a public shout out

12. Find ways to share your core values

13. Perfect the art of sneaky successes

14. Share your interests

15. Tap into groups you are involved in

16. Let your friends celebrate with you

17. Share your imperfections (to a point)

18. Call to your target audience

19. Help your clients dream big

20. Showcase your natural home style

21. Present buyer and seller educational materials

22. Show an interest in professional growth

23. Learn from one of the best

24. Memorize these optimal outcomes

Tweet
5 10 x per day

Post on Facebook

Post or tweet between 8 am

1-4 X
per day

and
8 pm

25. Use Klout to track personal trends

Bonus! 26. Get inspiration from sites that engage like Buzzfeed