Doug Devitre presents his Social Media Plan Of Action For Real Estate Brokers and how to build organizational value using low cost methods to the Greater Tampa Association of REALTORS.
5. Budget
Item Resource Set up Fee/mths.
Snag‐It
S It www.TechSmith.com
T hS ith $49 N/A
Camtasia www.TechSmith.com $299 N/A
Fujitsu ScanSnap www.NewEgg.com $450 N/A
Adobe professional Included N/A
Efax www.Efax.com $0 $15
Self‐Hosted WordPress blog
g www.GoDaddy.com
y $
$80 $
$5
Digital video camera www.FlipVideo.com $199 N/A
Podcast www.Hipcast.com $0 $10
Digital Camera www.NewEgg.com $300
$ N/A
USB video camera www.Logitech.com $100 N/A
IDX solution www.Wolfnet.com $700 $150
Total $2177 $180
15. Create these accounts
Create these accounts
Google Accounts
•
www.WordPress.com
•
www.FeedBurner.com
•
www.WidgetBox.com
•
www.Linkedin.com
www Linkedin com
•
www.Twitter.com
•
www.Flickr.com
•
www.Box.net
www Box net
•
www.FaceBook.com
•
www.FriendFeed.com
•
www.SlideShare.net
•
www.Plugoo.com
•
www.YouTube.com
•
http://Del.icio.us
•
www.MyBlogLog.com
•
16. Appendix A Social Media Template
Appendix A – Social Media Template
You
Work Contact
Summary Education About Me Personal
Experience settings
Activities &
Associations Positions Websites Summary Movies
Societies
Additional
Honors Summaries Phone #s Interests Music
notes
Specialties Email Activities Books
Influences
17. Google Accounts
Google Accounts
www.Gmail.com
www Gmail com
•
http://Docs.Google.com
•
http://Calendar.Google.com
h //C l d G l
•
http://www.google.com/reader
•
http://GoogleAnalytics.com
•
18. Why www.Gmail.com
Why www.Gmail.com
• Dedicate one email address to all social media
Dedicate one email address to all social media
sites
• Use for
Use for
– Registrations
–PPasswordsd
– Notifications
– Google alerts
– Blog comment approval
19. Why http://Docs.Google.com
Why http://Docs.Google.com
• Collaborate on management documents in
Collaborate on management documents in
real time
• Publish documents to the web
Publish documents to the web
• Registration forms and surveys
• Budgeting
• Contact lists
• Maps
20. Why http://Calendar.Google.com
Why http://Calendar.Google.com
Embed into website
Embed into website
•
Invite guests
•
RSS feed
SS f d
•
Types of calendars
•
– Office schedule
– Training
– Company events
– Birthdays
y
21. Why http://www.google.com/reader
Why http://www.google.com/reader
• Supervise online activity by
Supervise online activity by
subscribing to your own feeds
and categorize feeds into folders.
and categorize feeds into folders
Company
Social media Calendar Education
News
• YouTube • Company • Prospecting • New listings
events
• FriendFeed • Selling
g • Market
• Office statistics
• Twitter • Blogs by
calendar niche • Education
• Facebook
• Social Media • Downloads • Event recaps
Event recaps
• Del.icio.us
Del icio us
• Slideshare
22. Why http://GoogleAnalytics.com
Why http://GoogleAnalytics.com
• Does your site track statistics?
Does your site track statistics?
– Monthly unique visitors
– Favorite links clicked
Favorite links clicked
– Referring URLs
–S t
Sent email messages
il
– SEO keywords
23.
24. FREE
Become the industry leader
Member relationships
Member relationships
Internal collaboration
Knowledge management
Recruitment
Recruitment
Test ideas or products
Rank high in search engines.
25.
26. Why RSS?
Why RSS?
Read quickly from several sources
Receive information in one location
R i if ti i l ti
Publish information in several places
Publish information in several places
One set up required
One set up required
Maintain loyal consumers
y
27. Reader vs. Publisher
Reader vs. Publisher
Reader Publisher
• Reads •Write content
•Subscribe •Publish
•Unsubscribe
Unsubscribe •Distribute
Distribute
28. Ways to View RSS Feed
Ways to View RSS Feed
•Sent to •Google
inbox
ib •Yahoo
•Newsgator
N t
Email
E il Reader
Rd
29. Steps to Creating
Steps to Creating Blog
Select blog Design Create blog Choose
name Template settings authors
Handling Creating Set schedule
Categories
comments entries for entries
Favorite Adding Managing Marketing
Links Widgets risk the blog
32. Managing Broker Authoring
Managing Broker Authoring
Motivational quotes
Motivational quotes
•
New policy change
•
Recruiting messages
ii
•
Industry news
•
33. Agent Authoring
Agent Authoring
• Upcoming office events
• New listings and open
houses
• Market statistics
34. Staff Authoring
Staff Authoring
• Service provider changes
• Contracts and forms
• MLS changes and
correspondence
p
• Marketing manager
• Relocation
38. Why www.WordPress.com
Why www.WordPress.com
Create self hosted blog
Create self hosted blog
•
100% customizable
•
Embeddable widgets and IDX feed
b dd bl id d fd
•
Built in RSS feed
•
Pages, posts, and multimedia
•
Authorized users upload content
Authorized users upload content
•
Easy to use
•
39.
40. Advantages of FeedBurner
Advantages of FeedBurner
• Readers subscribe to
Readers subscribe to
feed by email
• Readers subscribe in
Readers subscribe in
RSS reader
• Track subscriber count
Track subscriber count
• Track multiple feeds
within profile
within profile
• Optimize feed using
other social media sites
other social media sites
41. www.LinkedIn.com
www.LinkedIn.com
Create profile
p
•
Finding contacts
•
Add connections
•
Choose websites
•
Recommendations
•
Group discussions
•
Q&A
•
Add applications
Add li i
•
RSS
•
42. Create LinkedIn
Create LinkedIn Profile
Name, title, industry
Name, title, industry
•
Current position
•
Past employment
Past employment
•
Education
•
Summary
S
•
Specialties
•
Public profile
•
Key word heavy
•
56. www.Flickr.com
www.Flickr.com
Create a profile
Create a profile
•
Upload photos
•
Titles, descriptions, and tags
il d ii d
•
Photostream
•
Create photo sets
•
Batch and organize photos
Batch and organize photos
•
61. www.Box.Net
Create a profile
Create a profile
•
Create folders
•
Upload files
l d fil
•
Sharing documents by email
•
and hyperlinks
• Embed widget to blog or
g g
website
62. Documents by Folder
Documents by Folder
Buyers Sellers Marketing Company
Broker disclosure Broker disclosure Flyer templates Broker policy manual
Buyer presentation Listing contract Postcard templates Referral agreements
Buyer agency agreement Listing presentation PowerPoint Training exercises
Loan application Homeowner templates Company roster
Sample sales contract warranty Business card Company logos
Homeowner warranty Condo supplement template Press releases
Sellers forwarding
Sellers forwarding MLS listing sheet
MLS listing sheet Social media
Social media
address Lock box template
Title and survey authorization List of suppliers
authorization Flood letter Signs and riders
Inspection notice
I i i Moving checklist
Mi h kli Custom design
C di
Moving checklist Utility transfer
Utility transfer Vendor list
Vendor list Relocation package
p g
Relocation package
63. Box.net Folders
Box.net Folders
• Share documents by hyperlink • Embed folder into blog
Share documents by hyperlink Embed folder into blog
• Share folders by hyperlink • Folders contain more
documents
65. Embed Widget to a Blog or Website
Embed Widget to a Blog or Website
<embed
e bed
src=quot;http://www.box.net/s
tatic/flash/box_explorer.sw
f?widgetHash=2t04hfpk40
f? d h hf k
&cl=0quot; width=quot;460quot;
height= 345
height=quot;345quot;
wmode=quot;transparentquot;
type=quot;application/x‐
yp pp
shockwave‐
flashquot;></embed>
66. Facebook Pages for
and Groups
By Doug Devitre
http://www.DougDevitre.com
67. Why Use Facebook for Broker?
Why Use Facebook for Broker?
FREE
•
Works with email, instant messaging, and RSS
•
10% of agents using FB as communication tool
0% f i ii l
•
Multimedia and extra applications available
•
Marketing and advertising company benefits
•
Increase the transparency of company
Increase the transparency of company
•
Young leader participation in brokerage
•
68. Facebook Page vs. Group
Facebook Page vs. Group
Facebook Page
bk Facebook Group
bk
• Members join as fans • Members join as members
• Fan pages are visible to • Better for group discussions
unregistered people • Officers to facilitate and
• Better for long term
Better for long term regulate discussion
regulate discussion
relationships • Cannot add extra
• Add extra applications applications
• Vi i
Visitor statistics
ii • Li i d 3 000
Limited to 3,000 members b
• Message delivered to status • No visitor statistics
update, not emails • Message delivered to FB
Message delivered to FB
• Unlimited number of fans message inbox
71. Edit Page
Edit Page
Profile picture
•
Basic info
•
Detailed info
•
Discussion Boards
Discussion Boards
•
Events
•
Set up Notes
•
preferences for • Photos
each section Videos
•
Wall
W ll
•
More applications
•
Settings
g
•
72. Facebook Page Tools
Facebook Page Tools
Reviews
Notes
N
Photos
Videos
Information Discussions
Wall
Event Calendar
73. Benefits of Events
of Events
• Advertise upcoming
Advertise upcoming
schedule
• Promote registration
Promote registration
website
• See who is vs. who’s
See who is vs. who s
not attending
• Share photos, videos,
Share photos, videos,
notes, and links of
upcoming events
74. Events: Step 1 Event Info
Events: Step 1 Event Info
Event Name
Event Name
•
Tagline
•
Event type
Event type
•
Description
•
Start and end time
Start and end time
•
Location provides map
•
Contact information
Contact information
•
75. Events: Step 2 Customize Class
Events: Step 2 Customize Class
Picture for event
Picture for event
•
Bring friends?
•
Show guest list?
Show guest list?
•
Enable Wall
•
Photo settings
Photo settings
•
Video settings
•
Posted items?
Posted items?
•
Publicize in search
•
77. Benefits of Notes
of Notes
• Post links from
Post links from
other websites
• Import RSS feeds
Import RSS feeds
into Facebook
•SStatus updates
d
automatic
78. Import a Blog Using RSS
Import a Blog Using RSS
Blog feed
Blog feed
•
Google Calendar feed
•
Twitter feed
Twitter feed
•
Each entry appears on
•
status updates
status updates
• Links back to content
site
– (blog, calendar, etc.)
Insert
blog feed
blog feed
79. RSS feed for Posted Notes
RSS feed for Posted Notes
• Users can subscribe
Users can subscribe
to any posted
Facebook notes
Facebook notes
using published RSS
feed.
feed
80.
81. Learning Objectives
Learning Objectives
Create free online profile at www.FriendFeed.com.
Locate participation using existing social media online
profiles.
Create an RSS feed from online activity.
Publish RSS feed onto blog or website using widgets.
82. Create account at www.FriendFeed.com
Create account at www.FriendFeed.com
104. Integrate RSS Feeds
Integrate RSS Feeds
• Identify feeds from
Identify feeds from
multiple social
networks
• Subscribe to RSS feeds
•OOrganize feeds into
i f di
folders
• Cross publish feeds
105. Example RSS Feeds
Example RSS Feeds
Blog
og
•
Blog comments
•
YouTube
YouTube
•
Twitter
•
Slideshare
•
Flickr
•
FriendFeed
•
Del.icio.us
•
Google Calendar
Google Calendar
•
111. Locate Del.icio.us Feed
Locate Del.icio.us Feed
•
http://feeds.delicious.com/v2/rss/lkwoodrealestate?count=15
htt //f d d li i / 2/ /lk d l tt? t 15
112. Google Calendar
Google Calendar
1.
2.
3.
3
http://www.google.com/calendar/feeds/lkwood
h // l / l d /f d /lk d
realestate%40gmail.com/public/basic
119. Assign Responsibilities
Assign Responsibilities
Content Tool Exposure
• Videos • YouTube • Facebook
• Pictures • Flickr • Friendfeed
•E t
Events • Bl
Blog • Bl
Blog
• Blog • Twitter • Website
entries • Slideshare • Widgets
g
• Listings • Del.icio.us • RSS
Record
R d Publish
P bli h Promote
P
120. Responsibilities by Action
Responsibilities by Action
Record Publish Promote
• Write • Upload
p • Badges
g
• Capture • Optimize • Feeds
• Film • Hyperlink • Widgets
121. Videos
Record
Promote
• Record video listings
• Video testimonials • RSS feeds
• Recruiting • Website
• Training • Blog
• Motivation • Custom Player
Publish
• Edit videos
Edit videos
• Upload to TubeMogul
122. Pictures
Capture Promote
• Listing pictures • RSS feeds
• Client pictures • Website
•EEvent photos
h • Bl
Blog
• Royalty‐free • Listings
Publish
• Upload to MLS
• Upload to blog
• Upload to Flickr
123. Events
Promote
Schedule • RSS feeds
• Training events • Website
• Open houses
p • Blog
g
• Office meetings • Email invitation
Publish
• Google calendar
124. Blog Entries
Blog Entries
Create Promote
• New listings • RSS feeds
• Event recaps • Twitter
• Market statistics • Facebook
• Add multimedia • Friendfeed
Publish
• Post to blog
• Categorize
• SEO pack
125. Listings
Promote
• RSS feeds
Create • Website
• Blog
• Marketing remarks
• Social media sites
Social media sites
• Upload to MLS
Upload to MLS
• Syndicated sites
• Digital documents
Publish
• MLS
• REALTOR.com
• vFlyer
• Blog entry
137. Broker Manual Policy
Broker Manual Policy
Choose which profiles
agents can use
Social media time
management
Broker waiver of liability
Disclosure of
Di l f
participation
Risk reduction
138. Choose Which Profiles Agents Can Use
Choose Which Profiles Agents Can Use
• Each site has its own purpose
Each site has its own purpose
• Discuss imputed knowledge
•CCopyright and trademark
ih dd k
violations of logo
• Mandatory vs. optional
connection to broker
139. Social Media Time Management
Social Media Time Management
Identify common time wasters
Identify common time wasters
•
Time saving strategies
•
Publish feeds to deliver content
bli h f d d li
•
Personalizing messages
•
Increase conversion rate
•
Prospecting
•
Renewing referrals
•
140. Broker Waiver of Liability
Broker Waiver of Liability
• Each agent must sign a broker waiver of
Each agent must sign a broker waiver of
liability that states agents participation is not
mandatory and that they assume the liability
mandatory and that they assume the liability
for all statements, pictures, and multimedia.
• Broker must seek legal counsel for drafting
Broker must seek legal counsel for drafting
this document and final approval of broker
policy manual.
policy manual
141. Disclosure of Participation
Disclosure of Participation
• States that brokers
States that brokers
participate in a listed
directory of social media
directory of social media
sites and how the agents
can upload, share, and
can upload share and
deliver these services to
benefit the clients.
benefit the clients
142. Risk Reduction
Risk Reduction
• Identify common areas of concern and list the
Identify common areas of concern and list the
ways to prevent them in the future.
• These include:
These include:
– Code of Ethics
–F i h i
Fair housing
– Copyright
– Trademark
– Legal