2. FSC Interactive
• Online and Interactive Marketing
Agency located in New Orleans, La
• Girl Power!
• Specialize in Social Media
Strategy, Paid Search Campaigns and
SEO
• McKenzie Coco, Founder
• Andy Kutcher, Director of Social
Media
• Susan Whelan, Account Executive

6. • 45-54 year olds are the fastest growing
demographic across social sites
• Between 2010 and 2012, people following
brands on Social Media increased 106%
• Facebook leads sharing, followed by email
and Twitter
• Women out-number Men on most social
sites
• Real Estate Agents use Social Media for
Marketing – 79% use Facebook, 48% use
Twitter and 29% use LinkedIn
• Social media sites and blogs reach 80% of
all U.S. internet users

7. • 50% of users login every day
• 5 billion pieces of content shared every
week
• 20 million people daily become Fans of
Pages
• 96% of Generation Y uses social media –
this will be your audience in a few short
years
• Facebook drives 26% of Referral Traffic
to Business Websites
• 36% of users post brand related content
to their personal walls

8. • More than 170 million tweets are sent
every day
• 26-45 year olds make up 20.4% of
Twitter users
• The average Twitter user has 208
followers
• 75% of Website Traffic comes from a
third-party application, not Twitter.com
• People use Twitter for its immediacy
and searchability

9. • Over 150 million users
• 38.2% of LinkedIn users spend between
3-6 hours every week
• Groups are the top LinkedIn feature
with 79.6% of people using them
• 76.9% of users research people and
companies on LinkedIn
• LinkedIn is 4x better for B2B compared
to other social sites
• More than 80% of LinkedIn users are the
decision makers

10. • 37% of the INC 500 (fastest growing
companies) have a corporate blog
• 22% of Fortune 500 have a corporate blog
• According to a Hubspot survey, 31% of
businesses believe Blogging is Critical to
Success
• 89% of companies think the importance of
blog will increase in the next four years
• Blogs are the single most important inbound
marketing tool
• B2B companies with blogs generate 67%
more leads per month on average than non-
blogging firms

12. How is Stirling Using Social
Media?

14. • What are your Goals
• Who is your Audience
• What are your Options
• What are the Tactics
• How will you measure Success?

15. Goals
• Increase Stirling Properties' brand awareness online
and in the social sphere
• Cultivate a loyal fan base on Facebook and Twitter
• Provide more personality to the Stirling brand and
share more community information
• Position Stirling as the industry lead in the Greater
New Orleans area
Audience
• Potential Clients, Small Business Owners and
Industry Colleagues
• Community members

16. Options
• In-house marketing team developing strategy and
executing across all marketing platforms, including
Social Media
Tactics
• Facebook
• Twitter
• Blog
• Newsletter
• LinkedIn

17. Success
Growth, Reach Engagement.
• Facebook Fans – New Likes vs. Unlikes
• Facebook Interactions – Post Likes, Comments and Shares
• Facebook Reach – page views, content impressions
• Twitter Followers – New Followers vs. Unfollows
• Twitter Interactions –
Retweets, Replies, Favorites, Mentions, Lists
• Twitter Reach – impressions/potential new followers
• Increase in Organic traffic to Website
• Increase in Referral traffic to Website
• Increase in mentions of Stirling Properties across the web

18. Content
Community
Consistency
Customization

19. The Four C’s – Stirling
Content – Content is king. Always has been, always will be. The digital world
requires more content, but it can be repurposed content. Stirling’s content
consists of Industry Articles, New Property Info, Case Studies, etc.
Consistency – In Social Media, it is better to be consistent than to have rare
moments of greatness. Stirling is posting to Twitter and Facebook daily.
Customization – Setting yourself apart is key to standing out. Stirling has a
very customized look on both Facebook and Twitter – you know who they
are and what they do.
Community – The most important part of Social Media. It is not enough to
get fans and followers, you must provide value for them.

20. Stirling Properties – Facebook & Twitter

21. How can YOU use Social Media?

23. What is Blogging?
• A blog is a discussion or informational site
consisting of discrete entries known as posts
• Many bloggers post daily, if not weekly
• Blogs serve three main purposes:
commentary on a particular subject; personal
online diaries; online brand advertising of a
particular individual or company

24. Why is Blogging (Regularly) Important?
• Foundation for Social Media activity
• Build your brand as an expert
• Build trust amongst your audience
• Increase your Organic Search
• Opportunity for internal-links and outbound
links
Consistency is Key

25. Blog Topics (and why YOU
Should be Writing)
• Tips or issues regarding proper marketing of properties for
sale and/or lease
• Property Management issues
• Recent developments in the law regarding real estate agents
and/or brokers
• Assignments of leases and subleases
• Collection issues for tenant who fail to pay rent when due
• Recent developments regarding title insurance
• Pressing issues facing companies tasked with managing
buildings and/or shopping centers

29. Blogging 101
• Stick to the Subject
• There is beauty in brevity
• Use keywords. Keywords, keywords, keywords.
• Stay consistent in timing and subject matter
• Diversify your content
• Proof. Proof again. And again.
• Establish a company voice
• Divide and conquer
• Develop a strategy and a content calendar

30. facebook

31. What is Facebook?
• A social networking site intended to connect
friends, family, and business associates.
• The largest social networking site in the world
• Allows for open dialogue between a Brand (be
it Stirling or you as a broker) and Consumer
• Allows for Brand PDA – public display of
association

32. Why Facebook is an Important
Marketing Tool
• Largest network available and it’s everywhere
(computer, mobile, tablets)
• Highly customizable – Forms, Vanity
URL, Images, etc.
• Your audience is THERE

34. Create a Page

36. Create an Ad

38. Facebook Profile
• Limited communication
• Have to be friends to
see your
information, posts, etc.
• Limited customization
• No analytical reporting
• Blurs the lines between
personal and
professional

39. Four Keys to Facebook Success
• Use Facebook to connect with current and
potential clients
• Maintain a consistent flow of communication
• Integrate all of your Facebook efforts into your
existing marketing efforts
• Create and maintain a professional image

41. What is Twitter?
• A micro-blogging social networking site that
allows users to share information in 140-
characters or less
• An easy way to reach a broad, national (or
international) audience0
• The fastest, simplest way to stay close to
everything you care about.

42. Why do People Use Twitter?
1. Immediacy and Instant Gratification
2. You can easily listen to what people are
saying about you (and respond!)
3. Broader reach and wider community

43. Even More Reasons People Use
Twitter
• Communicate and engage 22% (Relational Motivation)
• ReTweet links (Content) 18% (Informational Motivation)
• Send Out Links To Sites where content is thought as valuable
16% (Informational Motivation)
• Drive Traffic 13% (Promotional Motivation)
• Create Friendships 10% (Relational Motivation)
• Generate More Followers 8% (Promotional Motivation)
• Develop Leads 5% (Promotional Motivation)
http://www.peisocialmedia.com/why-do-people-use-twitter-view-latest-survey-results-update/

44. Twitter and CRE
• Awareness
• Recognition
• Influence
• Klout
"I'm followed by a lot of
different retailers that I don't
have business with," he says.
"Maybe the next time I call
them, they may take my call."

46. Twitter is a Cocktail Party!
• Don’t JUST talk about yourself
• Find people who interest you
• Try to add value to the conversation
• Follow up with new friends

47. Speaking the language
RT @fscnola hosting a
#socialmedia101 training session this
morning!

48. Twitter Translator

49. Twitter Names
@______ = your Twitter name
I am @andyknola
We are @fscnola
You are @StirlingProp

50. Replies
@ denotes a tweet sent to another Twitter user
@TiffanyStarnes see you in
the park tonight!
@fscnola thanks for sharing
the great Social media tips
this morning!

51. When Would you Reply?
• When someone mentions you, poses a
question you can answer or says something
you want to respond to. Just like in real life.

52. Retweet
Retweets are similar to
forwarding a message in
e-mail. They help grow
communities and makes
people feel good.
RT @andyknola: Help
raise money for
Hurricane Sandy Relief:
http://bit.ly/awsjah0

53. When Would you Retweet?
• When someone posts something you really
like and you want to share it, too. Just like a
funny email or interesting news read.

54. Other “Versions” of Retweet
• RT = Retweet
– RT @StirlingProp Unemployment drops in Mississippi's coastal
counties - Hancock 7.8%, Harrison 7.8%, Jackson 8.4%
http://ow.ly/ftgp4
• MT = Modified Tweet
– Wow! MT @StirlingProp Unemployment drops in Mississippi's coastal
counties -- http://ow.ly/ftgp4
• V/ or Via// = Via
– Unemployment drops in Mississippi's coastal counties - Hancock
7.8%, Harrison 7.8%, Jackson 8.4% http://ow.ly/ftgp4 v/ @StirlingProp

55. Direct Message
DM is a private message that you can only send
to those who follow you.
D Adeletiblier Here’s
my e-mail address
andy@fscinteractive.com

56. Hashtag
# makes a term into a keyword that is
searchable, also used to imply sarcasm or humor
@tiffanystarnes is speaking in
tongues at #socialsummit
@melodicbabble Did you hear
Justin Bieber is playing in
NOLA? #bieberfever

57. Why Would you Hashtag?
• Trending Keywords (#saints #whodat #nola)
• Industry Chat (#CRE #RealEstate)
• Event Aggregation (#NAIOP)

58. Favorite
A Favorite is when someone Favorites your tweet.
These are searchable by Google and
other search engines and
show up in the other person’s stream.

59. What Favorites Look Like

61. Twitter can be used for RESEARCH
• Research competitors or companies you
respect
• Research market trends – what are people
saying about CRE on Twitter?
• Who are the influencers talking about CRE –
how can you reach them?

62. Twitter Lists
Twitter lists, like any list, organizes everything
you need in one central place. The lists can be
public or private and you can add people you
follow or don’t follow.
It’s up to you.

63. How YOU can use Twitter Lists
• Organize your competitors on a private list
• Organize your clients, potential clients or
dream clients on a private list
• Curate industry resources

64. Some Twitter Etiquette Tips
• Short and Sweet – Twitter is 140 characters
but ideally you want your tweet to be
between 100-120 so people can RETWEET you
• Retweet often. Remember give engagement
to get engagement
• Hashtag whatever is relevant, but don’t go
overboard and don’t spam
• Favorite YOUR favorite tweets (even if they’re
yours!) it helps with Search

66. What is LinkedIn
• Online Professional Networking
• Who Do YOU know? Who do THEY know?
• Allows for endorsements and
recommendations for good work
• Great for recruitment and becoming an
“influencer”
• Offers advertising, great for B2B

67. Why LinkedIn is an Important
Marketing Tool
• It’s YOUR Professional Network – who do you
know, who do they know and who do you want to
know?
• You can join groups, respond to discussions, become
an expert
• You can endorse and recommend your co-workers
• You can customize – add apps for Blogs, Twitter and
more
• More than any other social channel, YOUR audience
is on LinkedIn

68. Let’s Build Out Your Profile!
8 Easy Steps!

69. 1. Fill Out Your Profile
Fill out your name –
how people in your
professional network
will find you
Your Professional
Headline – Choose your
Job Title or Experience
Your Location/Industry

70. Choose a Professional Photo

71. 2. Add a Summary
Add a summary for your
professional
experience, career
goals, etc.
Add specialties like
event
planning, membership
services, etc.

72. 3. Add Applications

73. 4. Add Experiences
Add new positions or
Edit positions you
already have listed

74. 5. Add Honors or Awards

75. 6. Add Skills/Expertise

76. 7. Education

77. 8. Get Recommendations and
Endorsements

78. 9. Join Groups and Add Value

82. Add Connections
• Who do YOU know?
• Who do THEY know?
• Who do you WANT to
know?

83. Click “Add Connections”

86. Your Network
• 1st = people you have an immediate connection with
(coworker, classmate)
• 2nd = people in you are likely to have a connection
with (People in your industry, city)
• 3rd = people you have connections in common with

91. Why You Should Get (and give)
Endorsements & Recommendations
• Always nice to reciprocate – endorse or
recommend those who do it for you
• Credibility – the more people who say you’re
good at what you do, the more likely I am to
believe it
• Shows you’re tech and social media savvy
• Search – everything on LinkedIn is Search
friendly, more
endorsements/recommendations = better
search

93. Questions?
Twitter: E-mail:
www.twitter.com/fscnola info@fscinteractive.com
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http://www.slideshare.net/fscnola www.facebook.com/fscinteractive