3. Today’s Presenters
Coy Davidson Angela Brown
Senior Vice President Communications
Colliers International – Manager
Houston CoStar Group
4. Today’s Presenters
Coy Davidson
Senior Vice President
Colliers International – Houston
www.coydavidson.com
facebook.com/TenantAdvisor
@CoyDavidsonCRE
linkedin.com/in/houstonofficespace
coydavidson.wordpress.com
plus.google.com/105557945022210548581
5. Today’s Presenters
Angela Brown
External Communications Manager
CoStar Group, Inc.
costar.com
facebook.com/CoStarGroup
@TheCoStarGroup @angelambrown
linkedin.com/in/angelambrown
Youtube.com/costargroup
gplus.to/CoStarGroup
6. Housekeeping
Recording and slides
A link to a recording of today’s presentation will be available
tomorrow – keep an eye on your inboxes for the link and a PDF
of today’s presentation
Questions
Questions will be addressed at the end, but you may submit
them at any time both through gotomeeting and Twitter
Twitter
Please use the hash tag #CoStarSocial when live-tweeting
during this program or submitting questions via Twitter. Send
questions to @TheCoStarGroup.
7. What We’ll Cover
Facebook… …for brokers
What you can do with Why Facebook?
Facebook Who are you connected to?
Profiles vs. Brand Pages Creating a Killer Business
Getting Started Page
Getting the Most out of What should I post?
Timeline Can it really work for me?
10. Quick Facts About Facebook
42% OF MARKETERS
1 BILLION + SAY FACEBOOK IS
MONTHLY ACTIVE CRITICAL OR
USERS IMPORTANT TO THEIR
BUSINESS
680 MILLION MONTHLY
CUSTOMER ACQUISITION ACTIVE USERS ON
FACEBOOK MOBILE
PRODUCTS
B2B
43% OF 43%
Sources: CMS Wire, February 2013;
Facebook Newsroom, March 2013; Hubspot, September 2012
11. What Can You do with Facebook?
Personal or company branding
Tell your company’s story
Humanize your brand
Facilitate content engagement
Promote other channels
12.
13. Myths vs. Facts
Myths Facts
My business doesn’t If you have a company
have anything to post. blog, videos, photos or
regular news, you have
I don’t have content.
time/resources for A broad range of tools
Facebook. make staying social easier
than ever.
We’ll never get Is that the real value?
enough Engagement is
members, comments important, but lead
or likes on our page. generation and customer
service are most
15. Profiles vs. Brand Pages
Profiles Brand Pages
Post scheduling
X √
Seamless integration with
third-party tools
X √
Facebook Insights
X √
Administrative area
X √
Friend requests – require
approval √ √
Likes – no approval needed
X √
Management through Page
Manager app
X √
Managed through native
Facebook app √ X
Administration from multiple
users
X √
16. If you Have a Profile for your
Business…
There is hope.
Account conversion instructions can be found
here http://on.fb.me/UnK6is.
18. Getting Started
Think about…
What are you seeking to get from Facebook
that’s different from other sites?
Who will administer the page?
How often will you post?
What types of content will you post? What do
you need before you publish?
What will you call the page?
26. Is Facebook Right for You?
Facebook is ideal for:
Real-time testimonials
Deep content engagement
Diverse types of content
Promoting company news/thought leadership
Generating leads
Solving customer service problems
29. Sometimes Business is Personal
LinkedIn is the standard as far as the social network
for business but many people are not active on
Linkedin.
Twitter is a fantastic tool for creating visibility and
discovery but it is still far from mainstream.
Facebook is the most ubiquitous of all the social
networks and while many business executives don’t
use facebook for business purposes, many spend
time on the platform.
30. Who are you connected with online?
People do business and refer business
to people they know, and trust
Existing Clients: How often do you speak with them?
- Strengthen relationships
Friends: Do they know exactly what you do?
- Educate them to refer you business
Colleagues -Brokers in other cities/markets
- Develop new relationships
31. Personal Account vs. Brand Page
Private – only people Public – just like
I friend can see my your website or blog
personal page
They both can play a role in your facebook
strategy
33. Creating a Killer Business Page
Cover Photo Profile Photo
Page Name
About Section Custom
Tabs
34. What do I Post on my Page?
The Status Update
Build an Active and Informative Wall
I like to think of my Facebook business page as
my online newsletter with a little personality.
• Relevant articles to CRE, Technology and the Economy (news
source)
• What’s happening in my market and niche
• Photos & Video (every one loves photos & video)
• Announcements (what’s going on in my business, market)
• Blog Posts
• Status updates with a little personality
(successes, challenges, frustrations, humor)
• Monitor, participate and respond to comments on your wall
This is personal branding. People want to
connect with a person not a logo.
Find people/brands of interest - Graph search will make it much easier to find contacts of interest on the siteWant Graph Search? Visit facebook.com/about/graphsearch to get on the waiting list
Content doesn’t have to be CRE only – what’s the business value?Facebook gives you more flexibility than virtually any other platformFrom mobile page managers to third-party dashboards and post scheduling, there’s no excuse not to squeeze in your social timeCan you generate leads with Facebook? Absolutely – Coy will cover that later
The biggest difference is that profiles are designed for the individual, while brand pages are designed for businesses – but both can work for you, which Coy will discuss laterIndividual profiles and pages may look similar, but the tools are very different.
Name and custom URL are important
Go to facebook.com/about/pages Can keep a page unpublished (or hidden) until it’s ready for prime time
“Cover” photo is prime real estate – make the most of it; use a high-res photo and humanize with facesRules for covers: no more than 20% text so be carefulApps are second only to cover photos for on-page visibility – Offerpop and Involver offer good optionsKeep “About” section brief – it will get cut off
It’s called timeline for a reason – take advantage of the ability to tell you story or your company’sGive your customers more information about your company and its history than you may have on your website – and include photos!This is especially great for public companies
Include major milestones – even the fun onesThink of timeline as a digital scrapbook for your companyMilestones add a human touch and encourage interaction
Timeline is more image-focused than earlier versions of brand pages – use them to help tell your storiesDraw more attention to a single post by "highlighting" it - star icon on the top right corner of any post on your TimelineWill display across the width of your page“Pinning to top” anchors a post at the top of your page for one week – pencil icon on top right corner
I only included this because I know some people will ask, but you don’t need to worry about this right awayJust like last time, this will roll out to people before it rolls out to brandsBrand version will likely be similar
To go back to first session – look at existing social media presenceIf you have the bandwidth internally and the content and are looking for something extra, Facebook is a great way to expand your online presence