This slide deck is from a seminar hosted by CornerStone Title for the Bradenton and Sarasota real estate community.
The seminar was entitled "Social Media: How to Build Your Business Through Your Personal Brand" and was presented by Bernie Borges, CEO of Find and Convert and author of Marketing 2.0.
The seminar focused on the variety of social media platforms available to real estate professionals and the importance of "content" and "personal brand".
3. 3 Stages of the Social Media
ROI Cycle
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
4. Stage 1: Launch
50% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
5. Stage 2: Management
40% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
6. Stage 3: Optimization
10% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106
7. Adopting Social Media Strategies
Measuring ROI
Fully Developed Strategy
Have a Social Media
Policy
Social Media
Championed by Highest
Leadership
At Least One Full-Time
Employee Dedicated To
Social-Media Strategy Heidi Cohen | April 18, 2011
http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
8. Benefits of Social Media Strategies
Social Media Examiner Social Media Industry Report | April 2012
http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2012.pdf?9d7bd4 i
16. Integrate Social Media into Your
Cultural DNA
Content
Blogs, Videos, white
Papers, eBooks
Social
SEO
On-page, off-
Media
page, link Twitter, LinkedIn
building, analysis , Facebook, Foru
ms, Blogs
17. Social Media Today
Publish
Publish
MMO Share
Social
Apps / Discuss
Games
Social
Media Social
Virtual
Net-
Worlds
works
Live Micro-
Cast blog
Like
Stream
18. There Are Many Qualitative Benefits
Loyalty
Trust
Passion
Interaction
Brand Awareness But…how do
they impact
the bottom
line???
23. What is Content Marketing?
http://en.wikipedia.org/wiki/Content_marketing
Content marketing is an umbrella term
encompassing all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases.
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action. Content marketing has
benefits in terms of retaining reader attention and
improving brand loyalty.[1]
23
28. It Is How Your Content Reach
Spreads Across the Web
Re-
Tweeted on tweeted 10
Twitter Times
Liked/Share
d on
Shared on Facebook
LinkedIn
Your blog
is
published
29. Life Cycle of a Content Event
http://www.findandconvert.com/blog/2011/11-sales-
attributes-of-a-linkedin-company-page/
Tweets re-
May 2, blog Post tweeted
tweeted and
article posted every few days
shared
Drove 1,505
Posted to Posted to
visitors to
Facebook LinkedIn
website
30. And Why a Diversified Social Media
Strategy is Important…
http://www.findandconvert.com/blog/2011/11-sales-attributes-of-a-linkedin-company-page/
Over 19% of
traffic from social
media
33. Develop Your Personal Brand
For What Do You Want to Build your brand… and
Be Known? expand your career
Give yourself permission
Be who you aspire to be
Sharing is not boasting
Proactively promote others
Become a mini-rock star*
*As a result of your great content http://money.cnn.com/2010/0
and engagement! 7/30/news/economy/building_
your_brand.fortune/index.htm
34. Two Or More Content Assets
Chris Griffith
- A column in Naplesnews.com
- Slideshare presentations
44. Instagram
• Take pictures with your mobile device. Upload to Instagram
• Add a caption about each picture
• Share pictures on Twitter or Facebook
• Visit your Instagram stream to see if others have “liked” or commented on
your pictures
• Follow and engage with other people on Instagram
45. Instagram
• Organize your photos into collages
• Download Pic Stitch (free app) for iPhone
• Download Photo Grid (free app) for Android
• Create collages
• Share pictures on Twitter or Facebook
Main point: Most people have some understanding of “personal brand” but most don’t take action. These 6 guidelines can jump start a personal brand career initiative.
Main point: commit to at least 2 content assets. Content samples include: podcast, blog, book, video, e-books, newsletter. In the example shown, Christopher Penn has a podcast and a blog/newsletter. He is active on the speaking circuit and just launched his first book. Even if he lost his job at WhatCounts, his personal brand will glide him with ease to his next career step.
Main point: The word “stalker” is sensationalism used for attention grabbing purposes. Regularly “hang out” with other people’s content that interests you. Look for authentic ways to engage with them in relevant, meaningful ways. Glean ideas from their content and create content with your voice that offers another perspective, even a contrarian perspective. Don’t hesitate to create controversy. Visit blogs pertaining to your interest and leave comments. Seek to build relationships with the people that also comment on these blogs, especially other “stalkers” like you.
Main point: When Andrew Davis spoke about the many ways “meat loaf” is found online, he told a story that had the audience in stitches. The audience will remember his primary point and him because he told an entertaining story. Derek Sivvers uses an animated video to tell a story about a small business owner devastated by a client’s harsh email to illustrate the point that digital communication is sent between real people and often what is sent online wouldn’t be said in person. People inherently remember and enjoy stories. Produce content that tells a story to get noticed and be remembered.
Main point: Using the guiding principles in this presentation you can stand out from the crowd, climb the ladder in your career, and build your personal brand to fast track your career.