The New Rules of EngagementHow to Communicate on the Web

What Can We Accomplish Today› Shift our focus from push to pull marketing› Go from web pages to Communities› Reduce our cost and extend our reach› Go to where the people are› Learn to have fun› Build an online personality that is real› Brand Ourselves as experts on the market

not marketing experts

“If you want to teach people a new way of thinking, don’t

bother trying to teach them. Instead, give them a tool, the use of which will lead to new

ways of thinking”

Buckminster Fuller

Where America Shops The Library Google.com Travel Agent Orbitz.com Book Store Amazon.com Music Store iTunes Attorney Pre-Paid Legal Technology

pricegrabber.com Movie rentals Netflix.com Contract labor elance.com Real Estate ?

According to Ranking.comSite Rankings

No. 1 Google.com No. 2 Facebook.com No. 3 Yahoo.com No. 4 Youtube.com No. 7 Wikipedia.com No. 10 Twitter.com No. 12 Bing.com No. 15 Craig’s List No. 20 Linkedin.com No. 26 Flickr.com No. 74 Yelp.com No. 223 REALTOR®.com No. 280 Zillow.com No. 306 Trulia.com

What is Web 2.0 and why do we need it?

The use of technologies to interact with end users

The ability to have a voice to reach your audience

The use of tools that are free or low cost

It is where our buyers and sellers come to buy and sell real estate and find us.

Communication in Real Time Gets you out of the factory system

6 Key Aspects of Web 2.0

1. Its not about the technology its about the change it enables

2. The shift of control from institutions to communities

3. It’s about being yourself4. It’s to influence people to act on our

behalf5. It expands our scope of operations6. It will change again and fast

Web 1.0 Highlights Web 2.0 Highlights

Web Browser Search Engines Dial Up Connection Internet Empowered

consumer Passive permission

based marketing Push Marketing Microsoft Yahoo Amazon showed the

way

Broad Band Connection

Everything is Wiki Pull Marketing Blogs Social networks Google Widgets Google Facebook is

showing the way

Top Google Tools

1. Search-Represents 67% of all searches 2. Instant-Changes SEO Guidelines 3. Alerts-Monitor your Online Rep and topics 4. Applications-Free version of Office 5. Calendar-Create a team interaction or online guide to events 6. Keywords-Find what people are searching for 7. Analytics-Evaluate online traffic 8. Maps/earth-Tag your listings or location 9. Sponsored Links-Pay per click 10. Youtube.com-No. 4 site and growing 11. Gmail-email anywhere 12. Reader-Blogs and articles in one place 13. Chrome-Super fast browser 14. Voice- Free phone 15. Picasa-Online photo editing

Elements of branding 1. Who are You 2. What are your Specialties 3. What’s in a name? 4. What is a Slogan and a UPS 5. Who is the audience 6. Logos and Colors 7. Where is it used

Website Signs Business Cards Email Flyers Video Stationary

The Business Plan Questions

Who is your audience? How do they find you? What content do you bring? What will it cost? Where do you want them to go? Follow up? How do leads become clients? If everyone is there, is it too late? How am I different? How does it all fit together?

Branding in a 1.0 Site

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Your Real Estate Sign

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Your Multimedia Flyer

2.0 Website can include: Site and Blog Aids

Amenity Links Blog or blog link Linked Landing

Pages IDX Feeds Calculators Market Reports Listing Multimedia Calls to Action a. Lead Capture b. RSS Feed

Media www.apture.com www.commons.wikipedi

a.org

www.shrinkpictures.com www.picapp.com www.photobucket.com www.123rf.com www.istockphoto.com www.fotolia.com

Using Zeemaps to Create Community

Why Blog?

Free SEO Gain your voice Fresh Content Google will love you Sell listings Be the Expert

Blog locally and think globally

Everyone is not doing it

It’s the new referral network

You can become famous

Blogging-How to get started 1. Go to Wordpress.com or Wordpress.org

2. Template sites with blogs built in at www.alamode.com or www.dakno.com

3. Get a domain name at www.godaddy.com

4. Get some training at organizations like www.domusconsulting.com , www.dakno.com, www.realestatetomato.com, www.activerain.com

5. Read about blogs at www.activerain.com, www.agentgenius.com, www.inmannews.com, or www.realtown.com

6. Form blogging mastermind groups

7. Read the great blogs like www.thephoenixrealestateguy.com, www.sandiagohomes.com, www.ianwatt.ca, www.stpaulrealestateblog.com

Syndicate

Ping.fm Tubemogul SocialMarker Pingoat Google Blog Search Feedburner Realbird

Twitter Facebook Trulia Voices Zillow Advice Craigs List Housing

Forum

Public Forums

A Blog a Day Listing Community Green Real Estate Market Data Specialty Event Personal Story National Events Real Estate Education Video

Active Rain Over 193,559 Real Estate Professionals Blog will reach other Realtors and RE

Professionals Points System-Be Careful Can add outside blog Great place to learn for free The new referral network Google Juice Deluxe www.localism.com Warning! Don’t be seduced that comments

make you important

The Importance of an IDX Solution Why use it

› It’s what people want

› Lead generation› Passive email

contact› Community details› Custom Search

pages› It keeps them

coming › Accuracy of data› Auto Notification

IDX Companies› Diverse Solutions› IDX Broker› Alamode› Ihomefinder› Market Leader› Wolfnet› “Smart Frames

from your MLS Provider”

Youtube.com Essentials

#4 Visited Website 79% of all videos It’s free! Can be Google

Indexed Can be Branded Easy to Embed on

web sites Promotes You Also

Steps for Use› Sign Up› Sign In› Select Account

and My Videos› Select New› Type in fields like

title, description, Tags

› Save

Youtubec.om Branded Video

“The Quality of your life is the quality of your communications”

Anthony Robbins

“Be an opener of doors”Ralph Waldo Emerson

“Learning is an active process. We learn by doing. Only knowledge that

is used sticks in your mind”Dale Carnegie

What is Facebook A community of over 500 million At war with Google for the dominate platform Currently, the ultimate community Friends whether you know them or not A Place for business page development A Place to Development Real Estate Clients Can be another blog or micro-blog like Twitter A Place to get information about peopleWarning! Can be addictive and distracting

How it can help you Business

Be findable Online Micro-Advertising Research others Business Pages Interest groups Event Planning It’s a Database

Data Categories› Family› Close friends› Colleagues› Groups Interest› Clients› When Added› Location

How to Build Relationships

Get Permission First› Happy Birthday!› Fun Video› Causes Support› Commenting› Important Articles› Be Funny or Silly› Reviews› Some Real Estate

Then What?› Business Pages› Forward Blogs› Couponing› Things to Do› Cause Pages› Report the news› Stay Human› Keep Swimming

Finding Friends

Look up who you know Facebook Suggestion Friends of Friends Find Local groups Find REALTORS® They will find you

Building a Facebook Business Page

Select Applications Select Ads and Pages Select Create Page Go to Drop Down Box Select Category Type in the Name of the Page Select ? And Enter Image Select settings, wall settings, set up mobile

settings Add Realbird.com for your listings You can also have www.webstarget.com set it up

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Knowing the difference is controlling the conversation

What in the World is Twitter?

1. It is a Micro Blog. 2. It is a Hyper Local Advertising

Vehicle 3. A Connector if the right people by

accident rather than design 4. A Local or National Breaking news

network 5. A Spam Lite Communicator

Twitter World’s biggest cocktail party The ultimate Real Time experience Explosive Growth Tweet from Iran “140 characters are a novel

when you have been shot at” Sometimes inane or profound Thing a bit also as a micro-blog Direct it somewhere and be local Don’t get crazy about the number of

followers Google is a slow climb to relevance, Twitter is

a rocket ship

Types of Twitter Messages

1. General messages like I am having a wonderful day.

2. @ To a person or about a person like @joepryor

3. Direct Like d_joepryor to go only to me

4. Retweet Like RT@joepryor or just click on the Retweet Option

5. Hash tag #Group like #REbarcamp

Commonly Used Twitter Apps

1. Klout.com Find Your ranking & Reach 2. Seesmic Desktop Control incoming

and outgoing 3. Socialoomph.com Schedule your

Tweets and Facebook Status updates 4. Bit.ly URL shortener 5. Twellow Twitter Yellow Pages 6. Twitpic & twitvid become visual 7. LocalTweeps Find who is around you

Types of Strategies

1. Create a neighborhood or group 2. Create a Buying group 3. Use it as a blog amplification device 4. Become a news Reporter or

Aggregator 5. Become a personality 6. Create Content that makes for

followers

Other Social Networks

www.Linkedin.com & www.plaxoplus.com www.myspace.com www.Yelp.com, www.Foursquare.com ,

www.Gowalla.com Specialty specific sites and groups www.Realtown.com , www.Agentgenius.com

a. Free real estate educationWarning! Don’t dilute your marketing efforts

trying to do everything

Old & New Media Together?

Geographic Farm added Create a localized blog Direct Mail Video events especially birthdays Put it on Youtube.com Twitter & Text it Map it with Zeemaps or Muellermaps Advertise it on paper Push the area Be a personal presence with video

Really get to know your customers. All of the audience groups out there have specific needs and once you learn your demographic and who is actually using your applications, you can start offering them what they really need. 

Along the way, don't lose sight of the fundamentals of Web 2.0.  It's what makes your product especially potent and drives the core of the long-term value it generates. enormously.

Finally, use the latest tools, technologies, apps, platforms & learn what they can do.  There is no substitute for using things hands on and understanding what they are capable of. 

Smart Phone Essentials Google Mobile with Voice Real Estate calculator Photo Imaging and Panorama Stitch Social Networking Sites Twitter Apps Ustream Broadcaster Newspapers PicPosterous Business Card RSS reader Document Storage

“Nothing in the world can takeThe place of persistence.

Talent will not; nothing is more common

Than unsuccessful men with talent.Genius will not; unrewardedGenius in almost a proverb.Education will not; the worldIs full of educated derelicts.

Persistence and determination are omnipotent.

The slogan ‘press on’ has solved and always will Solve

The problems of the human race”.

Calvin Coolidge

Do you want to experiment? Start Playing with search Use Google docs Create folders Join Active rain for Free Copy what works Collaborate with others of different talents Share Success stories Group Facebook business page Start with a low cost IDX Get Branded

Recommend Websites Slideshare.net Upload & share

PowerPoint Presentations. Word Docs, PDFs

Animoto.com Multimedia video& photo editing software

Tubemogul.com Video distributor Onletterhead.com Custom email

template with live links Vlyer.com or postelets.com

Multimedia flyers with distribution Primeopdf.com Create PFDs without

Adobe for free Issuu.com site to create, author, store,

and share publications Klout.com check your Twitter reach Box.net File sharing site with smart

phone integration Transferbigfiles.com Send 1 Gig files

by email Geochirp.com Hyper-local Tweeter

locator Mozy.com & carbonite.com Cloud

computing storage backup Floorplanner.com create floor plans

for your listings Drivebytech.com multimedia text

message on yard signs to smart phones

Wordpress.org &.com Create your own blog for free or low cost

Yugma.com free video conferencing for up to 20 people

Freeconferencecall.com free networking over the phone

Roost.com Picnic.com Google owned imaging

software site Flickr.com photo and multimedia

sharing site Avg.com free anti-virus software Twittertools.com lots of tools Yelp.com rate services and add friends Surverymonkey.com create and send

surveys Posterous.com free blog transfer Snagit.com website capture tool Skype.com free video conferencing

and phone Logmein.com free computer to

computer access and pro pay file transfer

Elance.com Competitive task bidding site for all your projects

Shrinkpictures.com Quick editing software for free

Reading List Blue Ocean Strategy Kim &

Mauborgne Tribes Seth Godin Linchpin Seth Godin The Little Big Things: 163 Ways

to Pursue Excellence Tom Peters Thoughts Without a Thinker

Mark Epstein Predictably Irrational Dan

Ariely The World Is Flat Thomas

Friedman The Seven Spiritual Laws of

Success Deepak Chopra The Long Tail Chris Anderson Switch: How to Change Things

When Change is Hard Chip & Dan Heath

Funny Money Mark Singer Sermon on the Mount Emmet

Fox

Emotional Intelligence Daniel Goleman

Swanepoel Trends Report Stefan Swanepoel

The Energy Bus Joe Gordon The Five Dysfunctions of a Team

Patrick Lencioni The Botany of Desire Michael

Pollan The Tipping Point Malcolm

Gladwell The 7 Habits of Highly Effective

People Stephen R. Covey The Millionaire Next Door

Stanley & Danko Mastering The Rockefeller Habits

Verne Harnish Influence, The Psychology of

Persuasion Robert B. Cialdini Total Money Makeover Dave

Ramsey Crisis Economics Nouriel Roubini

& Stephen Mihm