1 / 41

Social Media

Social Media. Building a Network for Success. Why?. Earning Leads Competitive Advantage. Earning Leads. Growing your business and sphere organically Low cost per touch Higher quality per touch. What is Social Media all about ?. Creating a personal brand

sutton
Download Presentation

Social Media

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Social Media Building a Network for Success

  2. Why? Earning Leads Competitive Advantage

  3. Earning Leads • Growing your business and sphere organically • Low cost per touch • Higher quality per touch

  4. What is Social Media all about ? • Creating a personal brand • Thinking about what is your brand • Committing to a voice that reflects your brand • Establishing your presence on the social web • Planning your time with the social web going forward • All designed to generate earned leads • Building and incubating relationships with your sphere of online influence • “Personal touch” rarely associated with traditional marketing such as print or direct mail

  5. Cost Model for Xpressdocs Direct Mail 200 cards sent $170 printing & postage Cost: $0.85/contact

  6. Cost Model for Xpressdocs Email 500 emails per month $13 per month for subscription Two hrs labor/send ($50/hr cost) Total Cost = $1,356 Cost: $0.23/contact Facebook Twitter Email The New Inbox

  7. Cost Model for Twitter 250 followers 1x daily tweets 91,250 touches 15 minutes per day ($50/hr.) Total Cost = $4,563 Cost = $0.05 per touch Twitter Facebook Email The New Inbox

  8. Cost Model for Facebook 500 fans/friends 3x weekly updates 78,000 touches 1 hr/week ($50/hr.)Total Cost = $2,600 Cost = $0.03 per touch Twitter Facebook Email The New Inbox

  9. Low cost…high quality Print Ads (Newspaper) High Cost, Mass Marketing, Less Targeted Print Ads (Magazines) Direct Mail eMail Marketing Twitter Facebook Low Cost, Personal Marketing, Highly Targeted, Strong Relationship Building

  10. Competitive Advantage • Strong buzz about social media • No “right” way agreed upon by “experts” or “gurus” • Astonishing traffic to social media sites in 2009

  11. Leadership in Innovation • Developing a social media plan • Providing agents tools and training to earn leads • Tracking and analyzing progress

  12. How does it work for our brand? Company Pages Purpose Progress

  13. Company Pages • Facebook.com/CBOnline • Twitter.com/CBTweet • Strong teaser and promotional campaign prior to and supporting launch • Teaser Emails in the week leading up to launch

  14. Promotional Strategies • E-Blast to all company employees on date of launch • Link to Facebook Page added to internal newsletters and all regional updates • Launch Announcement on Resource Center • Home page banner on ColdwellBankerOnline.com linking to Facebook page • For Twitter: follow local businesses, news organizations, reporters, agents, national real estate sources and other Coldwell Banker branded companies leading up to launch • Educate branch managers on how to help agents become fans of page

  15. Social Media Management • Held weekly meetings to storyboard ideas for upcoming week of posts • Blurbs and links submitted by team members • 2 levels of editing process before posting • Content also solicited from field

  16. Company Pages • Both company pages created to fulfill two purposes • Brand presence on popular social media sites to capture and convert traffic • Create content repository for agents to repurpose for individual accounts

  17. Company Pages Progress • Facebook.com/CBOnline now has over 750 fans • Twitter.com/CBTweet has 450 followers • Analytics to track presence, interaction and engagement on social media sites • For Twitter, @ mentions • Includes replies, retweets or mentions of brand names • Aggregated automatically in Twitter profile • For Facebook, Insights for Fan Pages

  18. Facebook Insights

  19. Facebook Insights

  20. Facebook Insights

  21. How can it work for our agents? Getting Started with Social Media Listening in Social Media Training

  22. How It All Began • President’s Club • Presented guides, concepts and a private networking group within Facebook for top agents • Training included how to set up a profile on Facebook, LinkedIn and Twitter and was distributed via email, links on the Facebook group and a webinar • Private group was designed to share best practices, successes, initiate discussion and be exclusive for top agents.

  23. Expanding the Reach • Created additional group of 60 agents based on managers’ recommendations • Based on an agent’s activity in social media and/or willingness to learn how to use it to drive business • Extended invitations to Top 350 agents shortly after (those who hadn’t already been included)

  24. “Listening” to the Conversation • What is being said about and by our company, our agents and our communities? • Radian 6: Automated tracking software • Google Alerts on steroids • Tracks mentions by keywords and aggregates them • Excellent tool for public relations management and communications

  25. Daily Digest: Tracking Share of Voice • Received via email • Ability to track: • Local mentions of “Coldwell Banker” • Posts made by our agents • Local competitors

  26. Taking Action Through Training • Guides available on Resource Center for creating profiles for Facebook, LinkedIn, Twitter, Trulia, and Zillow • Instituted monthly webinars that build on previous lessons • Raising the bar for social media skill level • Continued personal training for offices/agents • Presentations/training at offices by managers, eAdvantage team and Marketing team

  27. Is it working?

  28. Testimonials and Success Stories • “Was just on the webinar for social media. It was helpful and definitely learned some new points that we are going to integrate.” - Sara McCarthy, Halsted • Webinar training inspired Sally Schoepke to continue with upcoming training sessions and begin implementation into marketing plans • Social media success story shared by Eileen McAuslan on Facebook group discussion board

  29. Testimonials and Success Stories I am very active on a couple Social Media networks - I have profiles on almost all of them - Facebook, Twitter, Linked In, Zillow, Trulia, Blogspot.com, MySpace, etc.... but the one I am most active on is Facebook. I've found that really focusing on a few of these sites (while still keeping profiles on all of them) keeps you from spreading yourself too thin. The reason I have become most active on Facebook is because the majority of my sphere of influence are on the site and therefore it's become the network I can use to connect to almost anyone I know. One thing that I find to be useful is constantly being active on the site - uploading photos, commenting on other peoples' photos, wall posts, or links, etc. Most of these sites have some sort of "activity log" - for instance, Facebook uses a News Feed - when someone logs into Facebook they see all of the activity of other members to whom they are connected. The more active you are on a site, the more your name and face appears in front of someone. The more your name appears in front of someone, the more likely they are to click on your profile to learn more about you and find out that you're a realtor. -excerpt from Eileen McAuslan’s testimonial about how Facebook has directly generated two closed deals and a third lead that will soon become a deal

  30. Testimonials and Success Stories • Efforts recognized nationally by brand and NRT • Success story from Eileen McAuslan requested by brand to include in future social media presentations • Passing on methods of social media implementation and tracking to other NRT companies throughout country

  31. Referrals from Facebook to ColdwellBankerOnline.com • Referrals: 5608 • Clicked off of Facebook and came to ColdwellBankerOnline.com • Rank: 18 • Among referring sites • Page Views: 22,957 • Property Detail Views: 7,093

  32. Radian 6 Analytics

  33. Radian 6 Analytics

  34. Goals and Expectations Increase Participation Increase Skill Level Continuing Communication

  35. Increase Participation • Open up to entire agent population • Potential to find “Diamonds in the Rough” • Younger segment of the agent population who do not come to meetings and are tough to identify • Retain and recruit the next generation of top producers • Able to identify competitive agents through Radian 6

  36. Increase Skill Level • Training sessions build on previous information • Creates an always expanding dialogue and a higher minimum skill level • Training topics: • January: Building/Expanding personal brand • 25 agents joined group after this webinar! • February: Asking for referrals • March: Influencing selection

  37. Continuing Communication • “Social Media Success” stories sent to field as they are gathered • Monthly “Social Media Digest” • Covers information taught in month and previews what is coming • Invitations to monthly webinars • Continually surveying agents for feedback and success stories

  38. It’s all about timing. Position yourself correctly, and you will be there when the consumer is ready to contact you.

  39. Social Media Building a Network for Success

More Related