Communicating Effectively And Minimizing Risk Using Social Media

Communicating Effectively and Minimizing Risk Using Social Media By Doug Devitre

Current Responsibilities

Current Responsibilities Manage accounting

Current Responsibilities Manage accounting Sell

Current Responsibilities Manage accounting Personal life Sell

Current Responsibilities Manage accounting Personal life Sell Attend classes

Current Responsibilities Manage accounting Personal life Sell Volunteer Attend classes

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Search for homes

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Check title Search for homes

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Check title Search for homes Delegate

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Check title Search for homes Write my ads Delegate

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Delegate

Current Responsibilities Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Take pictures Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Take pictures Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Advertise listings Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Take pictures Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Advertise listings Attend closings Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Take pictures Sell Volunteer Attend classes Open houses Check title Search for homes Write my ads Advertise listings Attend closings Manage a database Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Take pictures Sell Volunteer Attend classes Open houses Check title Search for homes List homes Write my ads Advertise listings Attend closings Manage a database Delegate Prospecting

Current Responsibilities Negotiate inspections Manage accounting Upload pictures Personal life Write contractsTake pictures Sell Volunteer Attend classes Open houses Check title Search for homes List homes Write my ads Advertise listings Attend closings Manage a database Delegate Prospecting

Current Responsibilities Negotiate inspections Show property Manage accounting Upload pictures Personal life Write contractsTake pictures Sell Volunteer Attend classes Open houses Check title Search for homes List homes Write my ads Advertise listings Attend closings Manage a database Delegate Prospecting

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

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 16

Effective Communication

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 25

Refer and Recommend to Others

by the Numbers 27

“In August of 2009, LinkedIn reached 45 million registered users.” Techcrunch.com http://www.techcrunch.com/ 2009/08/12/linkedin-reaches-45-

“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/

“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 report http://www.realtor.org/wps/wcm/connect/ 54d719804f2807aca5f1e74e813808c1/2009+Tech +Report+-+v1.pdf? MOD=AJPERES&CACHEID=54d719804f2807aca5f1e74e8 13808c1

“By 2010 Gen Y will outnumber Baby Boomers, 96% of them have joined a social network .” Grunwald Associates National Study http://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 Blog http://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

What is Your Clients’ Preferred Communication • Face to face • Text message • Mail • Facebook • Twitter • Direct mail • Linkedin • Phone • YouTube • Fax • SlideShare • Hand written note • RSS 38

Text Message • 140 characters or less • Text message templates • Text message signatures • Email to text message • Text notification from lead sources • Multimedia SMS 39

Create the Perfect Profile

Create these accounts • Google Accounts • www.FaceBook.com • www.Twitter.com • www.Linkedin.com • http://Ping.fm • www.SlideShare.net • www.WordPress.com • www.YouTube.com • www.Conduit.com • www.FeedBurner.com • www.WidgetBox.com • www.Flickr.com • www.Box.net • www.FriendFeed.com

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 Work Experience Education Contact settings About Me Personal Associations Positions Activities & Websites Summary Movies Societies Honors Summaries Additional notes Phone #s Interests Music Specialties Email Activities 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@ Link1234 http:// Gmail.com www.linkedin.com/in/ dougdevitre Facebook.com DougDevitre@ Face1234 http:// Gmail.com www.facebook.com/ DougDevitre Twitter.com DougDevitre Twit1234 http://twitter.com/ dougdevitre

Facebook • Status update • Poke • Post to wall • Share multimedia • Facebook email message • Comment on photos & videos • RSS import 47

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 Fan Pages

Facebook Pages

Tips for Fan Pages • Create yourself • Name the page the product of your service • Comment on your comments • Import Friendfeed RSS feed 57

Import RSS Feed 58

Facebook Comments

Twitter • 140 characters or less • www.TweetDeck.com • www.TwitPic.com • www.GeoChirp.com • www.Twellow.com • http://Twittermail.com • www.Tweetbeep.com • http://Ping.fm 60

Create a Proﬁle • Name • Username • Picture • Website • Online bio • Location • Background

Follow People • Find people on Twitter • Click on Follow

Followers

TweetDeck 64

• RT = I am sharing someone else’s tweet • @B0bHale = I want Bob and world to know • #trcon = I want to update convention talk • Link = directs people to more content • @shadbogany = Want Shad/world to know • Text = description of link and notice

www.GeoChirp.com 67

www.TweetBeep.com 68

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

Blog in Linkedin 79

PowerPoint in Linkedin 80

Documents on Linkedin 81

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 Source Code selected Paste CTRL-V

Create a Background

Playlists

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 Folder Buyers Sellers Marketing Company Broker disclosure Broker disclosure Flyer templates Broker policy Buyer presentation Listing contract Postcard templates manual Buyer agency Listing PowerPoint Referral agreement presentation templates agreements Loan application Homeowner Business card Training exercises Sample sales contract warranty template Company roster Homeowner warranty Condo Social media Company logos Sellers forwarding supplement template Press releases address MLS listing sheet List of suppliers Title and survey Lock box Signs and riders authorization authorization Custom design Inspection notice Flood letter Moving checklist Moving checklist Utility transfer Utility transfer Vendor list Vendor list Relocation package Relocation package

Box.net Folders • Embed folder into blog • Share documents by hyperlink • Share folders by hyperlink • 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

Handling Comments • Types of comments – SPAM – Acknowledgements – Clarification questions – Disagree – Negative or hurtful 109

Ethical Issues and Risk Reduction • Fair housing • Diversity • Code of Ethics 110

Copyright Infringement • Photos • Videos • Audio • Quotes • Articles 111

Misinterpretation • I didn’t mean to say that • No one will see this • Negative comments • Overstated opinions 112

Abandonment • Last blog post was 2 years ago • No response to comments • Not a worthy resource for others to return. 113

Types of Content • Announcements • Stating facts • Opinions 114

Auto-Approve • What comments would you auto-approve to your social media accounts? • Who would you approve to automatically publish comments? 115

Require Approval • Blog posts • Political issues • Hot topics 116

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

Share Not Sell • Share your experiences • Share your photos • Share your videos • Share your business • Share your personal life 121

Social Media Strategy • What is the content? • What is the right tool? • Where does it go? 122

What is the content? • Articles • Pictures • Videos • Favorite websites • Audio • PowerPoint presentations • Online documents • Status update 123

What is the right tool? • Blog • Flickr • YouTube • Delicious • Hipcast • SlideShare • Box.net • Ping.fm 124

Where does it go? • Facebook • Linkedin • Blog • Website • Email • RSS reader • Friendfeed • Widgetbox 125

$19.95/ month VIP Membership $199/ year • 5 videos weekly that explain how to use tools you already own specific to real estate. • Weekly Downloadable PowerPoint presentation to edit, share, and use to present in your office, association, or workshops. • Monthly Webinar that explains advance concepts in real time allowing for question and answer specific to individual needs and video/audio archive of entire session. • Recent Blog Posts reminders of new thoughts, ideas, and concerns on the impact technology has on real estate. • Updates on Event Recaps of live sessions Doug Devitre presents at conventions, workshops, and seminars that include video, pictures, viewable PowerPoint presentations, handouts, etc. 126