mindful social for real estate professionals
TRANSCRIPT
Janet Fouts :: TatuDigital.com
IT ISN’T• Advertising
• Push media
• Spray and pray
• Humble bragging
• Old School
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
WHAT % OF YOUR BUSINESS IS FROM REFERRALS?
• 10%?
• 20%?
• 30?
• 50?
• 75 or more?
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
HOW DO YOU STAY IN TOUCH?
• Phone?
• Email?
• Face to Face meetings?
• Social Media?
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SOCIAL MEDIA IS A TOOL
• Save you time and money
• Maintain existing relationships
• Create new relationships
• Professional development
• Referral network
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SOCIAL MEDIA IS ABOUT
• Relationships
• The people you serve
• Generosity and sharing
• Compassion
• Your story
• Your knowledge
• Reciprocity
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SET YOUR INTENTIONS• Leads
• Build relationships
• Communicate with your community
• Business brand
• Personal brand
• Search Engine Optimization
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
DEFINE YOUR MARKET
• Long term or short term?
• Basic demographics
• What networks do they use?
• What language do they use?
• What message do you want to give them?
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
EARN YOUR AUDIENCE
• Go where they are
• Share content they will value
• Ask and answer questions
• Be the girl people look to for answers
• Post unique, timely, and relevant content
• Be gracious
• Create lists of influencers you want to be seen with
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SUPPORT FOR THE WIN• Support their efforts
• Curate content from your influencers
• A like or a share here and there
• Information that informs their community
• Introduce them to other influencers and resources
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
ACTIVE LISTENING
• Let’s practice
• Each person has 1 minute to speak
• The other simply listens
• Repeat
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
LISTEN, ASK, SHARE
• Use social listening tools to learn
• Ask and answer questions
• Be a problem solver
• Share information generously
• Create trust, then market
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SOCIAL LISTENING TOOLS
• Buzzsumo
• Mention.com
• Likealyser.com
• Twilert.com
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
MENTION.COM ALERTS
• Keyword based
• Your name, brand
• Competitors
• Local information
• industry trends
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
NOW WHAT?
• Use the data to choose appropriate networks
• Find people to ally with for better traction
• Only pay for tools you will actually use
• Share content with your team as well as fans/followers
• Plan your strategy
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
LISTENING IS GREAT BUT...
• It’s only the beginning
• Start conversations
• Ask leading questions
• Every post should invite discussion or action
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
WHAT DO YOU HAVE TO SAY?
• Why do you get out of bed in the morning?
• Why should we care?
• Why are you so special?
• People respond to your humanity, not your sales pitch
•
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
GETTING TO NETWORKS
• Choose networks based on your research
• Where are your markets
• What networks feel good to you?
• You do not have to be everywhere
• Don’t stretch too thin
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• 79% of internet users have acct
• 83% of female internet users
• 75% of male users
• 45-54 fast growing group
• Age 65+ increased by 14 points in 2016
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
FACEBOOK• Keep in touch with your clients
• Gain referrals from their friends
• Keep it personal and friendly
• Facebook videos
• Facebook live
• Add open graph tags to your website for better sharing options
•
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
FACEBOOK VIDEO
• Images and video get 75% more engagement
• Video should be uploaded
• Live Q&A with prospects
• Show your WHY
• Cross-market
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
AD SETS
• 1 budget per set
• Segment audiences
• Scheduling
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
ADS
• Shareworthy
• Multiple ads are better for testing
• Don’t vary too much
• Test, Test, TEST!
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
IMAGES
• Clip art = bad
• High-res
• Relatable
• Bright colors
• Relevant to your story
• 20% text or less
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
CAROUSEL
• 3-5 images
• videos
• Different headlines
• Calls To action
• Tell a story
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
VIDEO
• Upload
• MP4 or MOV
• HD is best
• Short for mobile
• Design for sound off
• Call to action at the end
• First 2 seconds are crucial
• Captions increase view time by 12%
• Automated captions?
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
VIDEO★159.031 impressions★97,170 video views ★66,404 paid views★670 shares★279 comments★218 clicks ★Cost per click $1.79★$389.36 spent
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• 32% of internet users
• 28% adults
• 38% of women internet users
• 26% of internet users
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• Create a list of tags that apply to you
• Post daily if possible so you stay visible
• Create groups of images and schedule using Buffer
• Comment and like related content
• Follow strategically around interests
• IFTTT for Twitter
• Set up a business profile, connect to Facebook Page
• Personal profiles too?
• Live video stories
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• Show homes
• Design elements
• Infographics
• Humor
• Tips for buyers/sellers
• Connect/support with extended network
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
INSTAGRAM VIDEO
• Story videos expire (like Snapchat)
• 60 seconds in length
• Run through it before you post
• Use a selfie stick, stabilizer
• Ads can include a call to action button
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• 312% of internet users (same as 2015)
• 45% of women internet users
• 17% male internet users
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
PINTEREST• Create boards for market segments
• Post several images at once
• Keywords in descriptions
• NEVER repin without clicking
• Go for visuals
• Add a plugin to your site that assists in pinning
• Tall pins get more repins than square ones
• Use Canva or Pablo
• Promoted pins look like regular pins but add keywords and targeting
• Call to action in the description
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
PINTEREST• Place pins add a location and
description
• Local information
• Housing types
• Tips and tricks
• Infographics
• Education
• Delete out-dated information
• Engage on other boards, like and comment
• Join groups
• Consider a group board for your brokerage
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• 24% of internet users
• 29% have college degrees
• 24% female internet users
• 25% male internet users
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• Brand visibility
• Referrals
• Local content
• Professional development
• A listening tool and sounding board
• SEO
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
• 29% of internet users
• 50% have college degrees
• 45% income of $75K+
• 31% male internet users
• 27% female internet users
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
PERSONAL PROFILES
• Share your WHY
• Get Recommendations
• List designations as projects
• Add videos and slideshare
• BLOG
• Build relationship, then contact
• Share with contacts only when relevant
• Custom invites
• Inmail
• Be the star in the group
• Ask for introductions
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SALES NAVIGATOR
• Advanced search
• Filter updates
• Find and target prospects more quickly.
• Improve prospecting to qualify leads more effectively.
• Get real-time updates and alerts on leads and prospects.
• Shorten sales cycle with recommendations on decision makers.
• Integrates with Salesforce
• Premium profile
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
YOUTUBE• 81% of internet users in US
• 55% male
• 45% female
• 200 million unique user views/month
• 21% visit daily
• Repurpose on websites and blogs
• Biggest search engine
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
YOUTUBE• Vlogging
• Private showings
• Market updates
• Liking, commenting
• Sharing posts on other networks
• Youtube live-stream
•
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
CHOOSE YOUR NETWORKS
• What works for you?
• Where are your markets?
• Prioritize
• What can you delegate?
• Look for experience
• Play off team strengths
• Interns need guidance
• Create a schedule
• Outsourcing
Tuesday, January 3, 17
@JFouts #BRANDSTORM2016
CURATION?
• Share other’s content
• Create affinity
• Reciprocity is the name of the game
• Be a thought leader
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
EFFICIENCY
• Set time limits
• Create publication schedules
• Create a plan around availability
• Chunk tasks
• Create structure
• Then be flexible
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
SCHEDULING
• When are you most effective online?
• When is your network online?
• Managing content distribution
• Content calendars
Tuesday, January 3, 17
Janet Fouts :: TatuDigital.com
HOOTSUITE
• Manage multiple accts
• Delegate
• Scheduling
• Analytics
• Rss Feed
Tuesday, January 3, 17
@JFouts #BRANDSTORM2016
WHAT DO YOU NEED?
• @Jfouts
• JanetFouts.com
• 408.216.7423
Tuesday, January 3, 17