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REAL ESTATE MARKETINGIN THE SOCIAL MEDIA AGE
January 6, 2011
1© Craig Kaminer d/b/a Twist
Your Brand
It’s what people think about when
they…
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Hear your name. Meet you.
Call you. Bump into you.
Are asked for a referral.
© Craig Kaminer d/b/a Twist
How’s Your Brand?
Do they know your name?
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Do they generate a lot of referrals?
Do they know your company? Do they know your clients?
Do they know your specialty?
Do they understand why you are better?
© Craig Kaminer d/b/a Twist
Marketing
It’s about building relationships of value with real people who will turn to you when they have a need you can fill.
In 2011, it’s about being findable and relevant. 4© Craig Kaminer d/b/a Twist
How’s Your Marketing?
• How many people come to your website?• How many qualified leads do you get each
month?• What does your new business pipeline look
like?• What is your conversion rate?• Where do you rank among your peers?
5© Craig Kaminer d/b/a Twist
Branding & Marketing have evolved.
HAVE YOU?
6© Craig Kaminer d/b/a Twist
“Old Communication Model”
Your message
Since the invention of the printing press, the model of mass communication has been a one-way channel.
7© Craig Kaminer d/b/a Twist
Marketing Before Social Media
Door to Door
Direct Mail
Mass Media Email Websites Targeted
Internet
8© Craig Kaminer d/b/a Twist
“New Communication Model” Where is your message in the new dialogue world we live in?
Since the invention of the internet, the way we communicate has transformed dramatically. We now live in a dialogue world where everyone has their own channel of communication and information is real time.
9© Craig Kaminer d/b/a Twist
The New Model (Marketing 2.0)
Web
SEO/SEM
Email/Text/
Mobile
Information/Content
Social Media
Advertising
PR
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• Social networks are the #1 activity on the internet.
• Social media is used by 3 out of 4 Americans.
• 93% of social media users believe a brand should have a presence on networks.
• 85% of social media users believe a brand should not just post information, but should interact with customers.
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The Power of Social Media
© Craig Kaminer d/b/a Twist
Social Network Numbers
• Facebook has more than 1 million users in Missouri alone
• LinkedIn has 70 million members:o 50% are decision makerso 30% are EVP or C-Level executives
• Twitter has more than 165 million users
• More than 2 billion views per day on YouTube
12© Craig Kaminer d/b/a Twist
Social Media vs. Traditional Marketing
Out-bound
Market-ing
Inbound Market-
ing
$0
$50
$100
$150
$200
$250
$300
$350
60% lower cost per lead
Source: HubSpot.com/ ROI survey, 2009
13© Craig Kaminer d/b/a Twist
Why Do Companies Use Social Media?
14© Craig Kaminer d/b/a Twist
My Network
Source Contacts
Twist Database 12,000+
Facebook 1,449+
LinkedIn 775+
2 Degrees of Separation 125,800
3 Degrees of Separation 4,866,000+
Plaxo 8,165+
Twitter 3,931+ Followers
15© Craig Kaminer d/b/a Twist
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You know why social media is important...
BUT HOW DO YOU USE IT?
© Craig Kaminer d/b/a Twist
How Can Social Media Help You?
• Expand and extend marketing campaigns• Improve customer service• Protect your brand and image• Solicit feedback from network & public• Build relationships with employees,
influencers, clients & prospects• Grow your network and sphere of
influence• Establish yourself as an expert• Generate more sales! 17© Craig Kaminer d/b/a Twist
What is Most Relevant?
You
Plaxo
BlogTwitter
18© Craig Kaminer d/b/a Twist
How Realtors Are Using Social Media
• What platforms are Realtors using today? LinkedIn -- 42% Facebook -- 27% Twitter -- 13% 85% under 50 using social networks, 40% said it has led
to new business
• What are Realtors doing on social networks? Client acquisition -- 46% Client relationships -- 35% Promoting firm -- 30%
Sources: Rydex Advisor Benchmarking Survey, Deloitte “Workplace Ethics” report 2009, McKinsey & Company “ How Companies are Benefiting from Web 2.0,” Ledermark Communications Survey on Social Media Use
SM Real Estate Examples
20© Craig Kaminer d/b/a Twist
Getting Started• Set-up 1-2 accounts (LinkedIn, Plaxo, Twitter
and/or Facebook)• Build complete profile• Link to your new accounts on website, blog,
email signature, print materials, etc.• Build contacts (Goal: 500)• Build special interest pages• Weekly posts• Add new accounts (Blog, Twitter, Jigsaw)
21© Craig Kaminer d/b/a Twist
What Can You Do With Your Facebook Page?
• Use your current database and suggest they become a fan
• Include each Sold Listing on your page…take a picture of the homebuyers/sellers and add to the page. Tag them in the photo to share on their profiles!
• Import your external blog to keep content fresh• Add virtual tour videos from a flip cam• Include subscription box to capture emails – offer
useful home-buying information as incentive25© Craig Kaminer d/b/a Twist
Taking it to the Next Level• Connect your social media accounts
(TweetDeck.com or HootSuite.com)• Build contacts beyond 1,000• Post listings, videos, presentations, &
commentary• Regularly ask your “friends” if they know
someone looking for something you have
26© Craig Kaminer d/b/a Twist
Things to Avoid
• Using social media as static advertising
• Having the “If We Build It They Will Come” attitude
• Not following through on the commitment
• “Faking It” – be yourself and share your personality with potential and current customers 27© Craig Kaminer d/b/a Twist
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Social media is just one piece of the marketing puzzle…
WHAT OTHER STRATEGIES ARE
THERE?
Complete Marketing 2.0 Strategy
2 Social Media
You
You
you
You
3 Optimization
4
WEBSITE
Inbound Linking
5 Email Marketing
1 Website Redesign
Website Redesign
• Build as main corporate site– Built on easy-to-update
platform for quick and strategic changes
– Incorporate multimedia: social media feeds, videos, photo galleries, user forums
• Create “Realtor Mini-Sites” – Agents can post their
upcoming events, listings, photos from recent sales, and their contact information
– Customers can visit their agent’s site directly for immediate information
1 Website Redesign
30© Craig Kaminer d/b/a Twist
Social Media Networking• Create key social media
accounts – LinkedIn, Twitter, YouTube,
• Train agents to create their individual accounts and connect with their personal networks– If 100 agents connect with 500
contacts each, your firm now has a network of 50,000 potential clients
• Join the conversation!– People are online talking about
their needs, agents need to join in– Seek out the conversations and
promote your firm to potential clients
2 Social Media
You
You
You
You
31© Craig Kaminer d/b/a Twist
3 Optimization
Keywords Metadata Social
Search Paid Search
Search Engine Optimization• Build metadata to
allow for searchability• Each piece of content
posted on social media networks becomes an indexed “object”
• Implement Paid Search campaign to increase clicks and conversions
32© Craig Kaminer d/b/a Twist
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WEBSITE
Inbound Linking
Linking Strategy
• Inbound links are the key to search engine optimization
• Create keyword-rich links and post to all available content sites
• Links become framework for your brand online so all search engines can identify your and content relevant to your clients
33© Craig Kaminer d/b/a Twist
Email Marketing
5 Email Marketing • Develop master list for clients, prospects, referrals and influencers
• Create regular email campaigns to communicate trends, events and general information
34© Craig Kaminer d/b/a Twist
Useful Tools for Measuring
When you register with it, Technorati tracks “blog reactions,” or blogs that link to yours. Search for your brand on Technorati, and subscribe to RSS alerts so that when someone blogs about you, you find out.
Only delivers the most relevant, credible mentions of things you need to track. Its “FiltrRank” technology scores content based on three dimensions: contextual relevance, popularity and feedback
Google Analytics
Technorati
Filtrbox
A wonderful free tool that records analytics on your website such as traffic, web hits, top content, avg. time on page, where people are coming from, and much more!
Your Own Network!Almost ALL social networks will give you the numbers of comments, views, friends, followers, etc. 35© Craig Kaminer d/b/a Twist
Search Engine Marketing
• Paid search allows you to promote targeted text ads for specific keyword searches
• Ads are continuously matched to users’ specific interests
• Ads are placed as buying decisions are made
• The result: You reach your audience at the right time with the right message
36© Craig Kaminer d/b/a Twist
Search Engine Marketing
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Google places your text ad on pages with keyword searches that you designate
© Craig Kaminer d/b/a Twist
Search Engine Marketing
• Paid search also allows you to target by geographical location
• Location is specified by a mile radius
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This is just the tip of the iceberg…
In 3-6 months you can be one of the most
relevant realtors. So start now!
If you want this presentation… Phone: (314) 863-3033 x201 Cell: (314) 363-3333 Email: ckaminer@twiststl.com Website: www.twiststl.com LinkedIn: craigmkaminer Twitter: TwistedSTL Facebook: www.facebook.com/ckaminer YouTube: Twiststl Plaxo: Craig Kaminer
40© Craig Kaminer d/b/a Twist