presa: communicating effectively and minimizing risk using social media

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

8

8. Breaching Confidentiality

9

7. Accepting Your Mom as a Friend

10

6. Promote Other Businesses

11

5. Accept Everyones’ Invitation and Offer

12

4. Do What Everyone else is Doing

13

3. Update Status All of the Time

14

2. Know how to do EVERYTHING

15

1. Try to do it ALL

Effective Communication

17

How do YOU Know What is Effective?

18

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

19

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?

20

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

22

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

23

Fill out Form on Website

• Calls to action

• Lead generation

• Special reports

• Subscribe to RSS

• Develop your list of questions

• Auto-responders

24

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

26

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

42

• Text message• Facebook• Twitter• Linkedin• YouTube• SlideShare• RSS

What is Your Clients’ Preferred Communication

Method• Face to face

• Mail

• Direct mail

• Phone

• Fax

• Hand written note

43

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

Email

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 DougDevitre@Gmail.com

Link1234 http://www.linkedin.com/in/dougdevitre

Facebook.com DougDevitre@Gmail.com

Face1234 http://www.facebook.com/DougDevitre

Twitter.com DougDevitre Twit1234 http://twitter.com/dougdevitre

51

Facebook

• 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

62

Twitter

• 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

66

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

105

Handling Comments

• Types of comments– SPAM– Acknowledgements– Clarification questions– Disagree– Negative or hurtful

106

Ethical Issues and Risk Reduction

• Fair housing

• Diversity

• Code of Ethics

107

Copyright Infringement

• Photos

• Videos

• Audio

• Quotes

• Articles

108

Misinterpretation

• I didn’t mean to say that

• No one will see this

• Negative comments

• Overstated opinions

109

Abandonment

• Last blog post was 2 years ago

• No response to comments

• Not a worthy resource for others to return.

110

Types of Content

• Announcements

• Stating facts

• Opinions

111

Auto-Approve

• What comments would you auto-approve to your social media accounts?

• Who would you approve to automatically publish comments?

112

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

119

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

122

What is the right tool?

• Blog• Flickr• YouTube• Delicious• Hipcast• SlideShare• Box.net• Ping.fm

123

Where does it go?

• Facebook• Linkedin• Blog• Website• Email• RSS reader• Friendfeed• Widgetbox