How To Win Friends and Influence People - On Facebook
Facebook Strategies [for Realtors] Seminar 092011
1. Realtors, learn how Facebook can connect
you with more qualified prospects and
home buyers!
Tips, tricks, techniques to grow your business!
2. Introductions
Chip Leakas
Social Media Coordinator
@Embracehomeloan
My Background
Since 1996, eCommerce and
eMarketing Consultant with a
specialty in Social Media
Marketing since 2009
3. Special Thanks to Liz Sexton!
Please “tweet” and “post a status update” on
your Facebook page for “Sexton’s Ink” our
photographer today! 443.340.0175
www.sextonink.com
4. Facebook Audience Poll
750+m on Facebook!
150+m in the US!
Show of Hands
Show of Hands 3.How many of you use
1.How many of you are on or have:
• LinkedIN
Facebook? • Twitter
• Personal page? • Blog
• Business page?
• Both? 4.Power Users?
2.Experience Level? How many of you have the
Facebook or Twitter APP on your
Beginner | Advanced | Expert SmartPhone or iPad?
5. Today’s Agenda
Session lasts 45 minutes followed by 15 minutes for questions & answers.
• Facebook 101: The Basics • ‘Power Tools’ for Realtors
• Marketing Objectives • Realtors - Display your listings
• Target Marketing • Facebook Marketplace – free
• Search and Power Search • LinkedIN, Twitter, Blogs
• Content – ‘hyper local’ • Photos and Videos – tag!
• Conversation – engagement • Facebook phonebook
• Facebook Ads • Events Marketing
6. What is so·cial me·di·a?
Wikipedia Definition:
“Social media is the use of web-based and
mobile technologies to turn communication into
interactive dialogue.”
To become part of the conversation, you have
to actively engage your target audience with
relevant and valuable information!
12. The Digital Conversation on Facebook
Keywords and Phrases
• “house hunting”
• “new listing”
• “open house”
• “tired or renting”
•(house, apartment, etc.)
• Suggestions – others?
• “____________________”
13. Personal Page vs. Business Page
• What’s the difference? • How do I get people to like my page?
• Combine or Separate • How often do I post
• Convert Personal to Business? • Import Contacts from Outlook
• Privacy Settings • How do I get my vanity url?
• Lists vs. Groups • http://facebook.com
• The INFO page on Google
http://facebook.com/pages (create a page for business)
http://facebook.com/pages/manage (manage your pages)
https://www.facebook.com/pages/create.php?migrate (convert to biz)
http://apps.facebook.com/bd-safego/ (how safe is your page?)
http://facebook.com/username (create a “vanity url”) shortened
14. Facebook for business! Business Tools
• Contact Manager
• Customer Relationship Manager
• Leads and Referrals Database
• Prospecting Database
• eMail marketing manager
• Customer Service Manager
• “FREE”
• except for your time …
• and Facebook is working for you 24x7!
15. What are your marketing objectives?
Ask these questions Target marketing
What’s your niche?
Who are you trying to
Product or Service?
reach? (audience)
Demographics
Who will create your (Facebook Ads)
content? Posts? Photos?
• Branding Measurement
• Awareness http://www.facebook.com/insights
• Lead Generation
• Reputation Advanced Search
• Customer Service (see next slide) >
16. “Advanced” - Power Search Tools!
http://www.facebook.com/srch.php
http://apps.facebook.com/advancedsearch
http://www.facebook.com/find-friends/browser/
- Find people – focus on the “evangelists” for
your company or business!
- Find businesses
- Find events and RSVP
- Find and join groups
18. What do I talk about on Facebook?
Show that real estate is a part
of you. • Questions, surveys, polls
- Find similarities by sharing
your passions. • Post links and comments
- Direct sales pitches do not • Photos and “tag”! “@”
work! • SmartPhone Videos
- Conversation… • Blog ideas *see handout
- Influence “intent to buy”
- Comment, like, share,
more often, rankings!
- Testimonials – rating, reviews,
recommendations
- Success Stories, pics
- Customer Service
19. Get More “Likes” on Facebook
• Photos receive the most “Likes” on
Facebook.
• Photos get 50% more impressions than any other
post type.
• Quotations are the next popular, gaining 22% more
interactions than all post types on average.
• Get More “Comments” on Facebook
• Asking questions on Facebook generations 2 times
as many comments as all post types on average.
• Get More “Shares” on Facebook
• Links are 87% more likely to be shared than any
other post type on Facebook.
20. Facebook Content and Connecting
• Get “hyper local”! Schedule Content
What do I post? Content Calendar
• The Conversation
Resources
• How often do I post?
• Hootsuite
• Tagging “@” symbol • Facebook Places
• Google Local
What’s going on around • Foursquare ‘check-ins’
your town?
Others tools include:
Events? RSVP! SocialMadeSimple,
TweetDeck, Gist, Posterous,
Ping.fm, TweetGrid,
Location BatchBook, Gigya, and Roost.
• http://www.facebook.com/about/location
22. New: New Smart Lists on Facebook
When you share a post to a list,
that post is only visible to
people on that list. If your
friends are not on that list, they
will not see that post.
Smart lists – You’ll see smart lists that create themselves and stay up-to-date
based on profile info your friends have in common with you–like your work, school,
family and city.
Close friends and acquaintances lists – You can see your best friends’ photos
and posts in one place, and see less from people you’re not as close to.
Better suggestions – You can add the right friends to your lists without a lot of
effort.
23. Privacy Settings now easier to use
Here’s a list of the major improvements.
•The privacy settings are moving toward
individual post windows and profiles.
•Users are gaining the ability to approve tags
of themselves in others’ posts and photos.
•All tags will include an attribution of the
person who did the tagging.
•Places no longer require physical check-ins,
so people can add locations to posts, even
from the desktop.
•You don’t need to be friends with someone
to tag them in a post or photo.
•You don’t have to like a brand to tag it in a
post or photo.
•Facebook has changed the word “everyone”
to “public” in privacy settings, for clarity.
•You can customize privacy, or visibility of
information, on a post-by-post basis.
•Users can edit the visibility of individual bits
of content anytime after they post.
25. Tag Friends and/or Pages
Example of Listing “post” with links to by a Realtor with an open house (PLUS)
a lender. Notice you can “comment” , “like” and “share” this post
Realtors and Lenders can “reciprocate” for all of their friends to see!
29. Tag Friends and/or Pages
Note: When you “tag” a business page from your personal profile, it no longer
appears on the wall of the business page. However, when you tag a page from
another page, it will still appear.
For example, if I write a post and “tag” Embrace Home Loans from my
personal profile, it won’t appear on the Embrace Home Loans business page
BUT if I tag “Embrace Home Loans ” from the Embrace Home Loans
Wilmington Delaware Branch, it will appear.
30. New: Introducing the Subscribe Button
Now you can hear from people you're interested in, even if you're not friends.
•Facebook’s new subscribe button allows users to subscribe to public posts
from non-friends and business profiles. Additionally users can control the
amount of information they receive from their subscriptions.
•Users can also subscribe to their friends updates. They can also filter how
much information they receive from their friends – All Updates, Most Updates,
or Only Important Updates.
31. NEW: Facebook Usernames Available to All Pages
https://www.facebook.com/username/
•In the past, only pages with 25 Likes could set up their custom username.
•Facebook now allows every page (even those with less than 25 likes) to
set up a username.
33. Facebook Photos and Videos
This is “Facebook” FOLKS! • SmartPhone Apps
• Facebook App for iPhone
We need more “faces”!
• Upload photo, description
- Create Albums • Photosynth (panorama)
- TAG PEOPLE • UScapeIt (interior panorama)
- Detailed descriptions
- Share, comment, like
- Share album url
- Privacy settings!
http://www.facebook.com/albums/create.php?id=115622371812777
34. Facebook Events Marketing
- Open House
- Habitat for Humanity
- Board of Realtors meeting
- Chamber of Commerce
- Homebuilders’ Association
- BNI
- Fundraisers
- Sporting Events
http://www.facebook.com/events/create.php
36. Facebook Ads
Facebook accounts for nearly
one out of every three online
display advertisements in the
U.S.! …(contextual)
Powerful demographics
http://www.facebook.com/ads/create/
•Set‘lifetime budget’!
•Test creative graphics
• and copy (message)
•Landing pages:
• Facebook vs. External
•Contests
•Causes
37. Linking other Sites to Facebook
• LinkedIN
http://www.facebook.com/apps/application.php?id=6394109615&sk=wall&filter=1
• Twitter
http://www.facebook.com/apps/application.php?id=192551184113256&sk=wall&filter
• Blog
http://www.facebook.com/networkedblogs
• YouTube
http://www.facebook.com/YouTubeApp?sk=wall&filter=1
• Flickr
http://www.facebook.com/flickrtab
38. Facebook Marketplace:
Free Real Estate Listings!
Go Pro!
Upgrade on
Facebook and
http://apps.facebook.com/marketplace/ use oodle!
41. Realtor.com Local Real Estate App
http://support.realtor.com/training/facebook
Once you have a Facebook Business
page, one of the first things you will
want to do is install one of the available
REALTOR.com® Facebook Apps.
At the minimum, you'll want to install the
See My Listings App, which will post
your REALTOR.com® listings on your
Facebook Page.
If you also subscribe to Market
Snapshot, you will instead want to
install the Local Real Estate App, which
displays your listings and provides a
form for your visitors to sign up for your
Snapshot.
46. Social Networking & It’s Relation to Marketing
• Continue marketing in avenues
that work for you
• Social Media is not a
replacement but another
resource!
• Make Social Networking part of
your strategy
• Choose where to be in relation
to what works for you now!
47. Timing Recommendations
Twitter – at least once/day –
preferably 2 times/day
• Different times different
audience
• Once posted – disappears into
feed
• Respond to mentions and Direct
Messages
Facebook – Once/day
• Post updates on wall
• Upcoming events
• Respond to comments
LinkedIn – once/day
• Review updates and comment
• Update status if available
48. So What Do I Do Now?
• Nike; “Just do it!”
• Become Part of the
Conversation
• Engage your Followers,
Fans, Connections and
Readers
• Build Relationships
• Build Your Business
>>>Have Fun!>>>
• Learn how to use it right
from the start!
49. Questions?
William W. “Chip” Leakas
Social Media Coordinator / NMLS# 60478
http://www.embracehomeloans.com
http://www.facebook.com/EmbraceHomeLoans
http://www.twitter.com/EmbraceHomeLoan
http://www.linkedin.com/EmbraceHomeLoans
Embrace Home Loans
25 Enterprise Center, Newport, RI 02842
Email: williaml@embracehomeloans.com
Tel: 401-846-3100 ext. 3305
Fax: 401-851-5621
Toll Free: 800-333-3004
