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Kelly Mirabella will discuss how to use the most popular (and some not so well known) social media tools for your real estate business. Increase visibility, gain more clientele and stand out from the competition using these social media and new media techniques. Kelly will also show you the best practices for the top social media networks, teaching you the important steps to take to stand out and be a valuable source for your clients. This class will cover some key take aways you can implement right away in your social media strategy. Learn about the techniques that will gain you more engagement and take your social marketing to the next level! Learn more about Kelly Mirabella and Stellar Media Marketing at http://www.stellarmediamarketing.com
Citation preview
Out of the Box Social Media for the Real Estate Industry
By Kelly Mirabella
Tuesday, January 21, 14
Via Postling.com
Tuesday, January 21, 14
Why Social Media Marketing?
• Join the Conversation
• Build Relationships
• Brand Awareness
• Search Engine Optimization
• Provide a collaborative environment for prospects and customers.
Tuesday, January 21, 14
• 1 billion monthly active users
• More than 680 million mobile monthly active users
• 80% of Social Network Users Prefer to Connect with Brands through Facebook
Tuesday, January 21, 14
Facebook Marketing• B2C Facebook results are 30% above average on Sundays
• 95% of Facebook wall post are not answered by brands! (All Facebook)
Two main reasons people like a brand: (Mashable)
1. They are already a customer (58%)2. They want to receive discounts or promotions (57%)
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Tuesday, January 21, 14
Cover Image851x315
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Cover Image851x315
Profile Photo160x160
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Cover Image851x315
Message
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Cover Image851x315
About Section
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Cover Image851x315
Tabs111x74
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Your Friends who like this page tooPost & share here
Feed
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Post by others
The Page’s likes
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Highlighting a Post
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Highlighting a Post
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Pin a Post to the Top
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Pin a Post to the Top
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Creative Covers
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Creative Covers
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Creative Covers
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Creative Covers
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Creative Covers
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Creative Covers
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Creative Covers
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Creative Covers
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Tabs = Applications
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Tabs = Applications
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Admin Panel
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Admin Panel
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Admin Panel
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Admin Panel
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Admin Panel
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Embedded Post
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Embedded Post
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Photos in Comments
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Photos in Comments
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Photos in Comments
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• Story Bump: Post with more interaction can have a new life with Story Bumping
• More interaction with your page = they see your post more
• Use Insights to understand what kind of post works best for your page
• Last Actor: The last 50 “actors” you have engaged with will come up more in your feed
Stellar Tip: Use Embedded post on your blog & website to increase engagement therefore
helping with Story Bump & Last Actor!
No More EdgeRank
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No More EdgeRank
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No More EdgeRankWhat this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours.
Tuesday, January 21, 14
No More EdgeRankWhat this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours.
■ Posts that get more likes, comments and shares show up more in News Feed and are seen by more people. Posts that are hidden, reported as spam or cause people to unlike your Page reach fewer people.
Tuesday, January 21, 14
No More EdgeRankWhat this all means to you – most likely pages will need to post more often. Especially if they have content that has not been engaged with within 3 hours.
■ Posts that get more likes, comments and shares show up more in News Feed and are seen by more people. Posts that are hidden, reported as spam or cause people to unlike your Page reach fewer people.
■ If you notice a spike or dip, look at what you posted that day to learn more about how you might have influenced your reach.
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✴ 238 million users world wide (84M in the USA)
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✴ 238 million users world wide (84M in the USA)
✴ 27% visits via mobile device
Tuesday, January 21, 14
✴ 238 million users world wide (84M in the USA)
✴ 27% visits via mobile device
✴ 40% of users check their account daily
Tuesday, January 21, 14
✴ 238 million users world wide (84M in the USA)
✴ 27% visits via mobile device
✴ 40% of users check their account daily
✴ LinkedIn counts executives from all 2013 Fortune 500 companies as members.
Tuesday, January 21, 14
✴ 238 million users world wide (84M in the USA)
✴ 27% visits via mobile device
✴ 40% of users check their account daily
✴ LinkedIn counts executives from all 2013 Fortune 500 companies as members.
✴ LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012.
Tuesday, January 21, 14
Tuesday, January 21, 14
Your Profile
✴ Make a Great First Impression (see Photos Matter)
✴ Optimize - Keywords and Phrases
✴ Be Found - Go Public
✴ Websites & Custom URL
✴ Summary, Experience & Education
✴ Recommendations
✴ Spell Check Issues
LinkedIn profiles are searchable through all major search engines, Including Google, Bing and Yahoo.
Tuesday, January 21, 14
Photos Matter
A professional headshot should meet the following
requirements:
1. Focus on subject’s face with limited distractions
2. Subject should be smiling
3. Subject is wearing clothing that reflects their personal brand.
4. No sunglasses, no hat, no t-shirts with slogans or intricate patterns
5. Females no plunging necklines or large, dangling earrings
Be honest: Do you look the same in your professional and social media photos? If not, you have a branding problem.
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How Do you Rank?
Tuesday, January 21, 14
How Do you Rank?
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Increase visibility & Engagement
• Group Interaction
• Post Regularly
• Images
• Links
• Status Updates
• LinkedIn Today
Tuesday, January 21, 14
Best Practices
• Fill out your profile to 100% +++
• Have a great photo
• Be active
• Use the tools
• Tie your account to Twitter if you have a Twitter account
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• Visitors from Pinterest are10% more likely to make a purchase over other major social media sites such as Facebook and Twitter
• Pinterest is used by 26% B2B marketers.
• Pinterest site’s referrals spend 70% more money than visitors referred from non-social channels.
• 98 minutes per month is the average time spent on Pinterest
• 57% of users interact with food-related content and its said to be the number one category of content. with 11.9% of pins, followed by DIY and crafts 9.2% and home decor (5.9%).
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1. Create a business account (or convert a profile to a business account)
2. Create great boards to organize
3. Check your analytics
4. Make your website Pinnable
• Pin it buttons
• Use great images
5. Engage - Be active - But don’t overdo it
6. Consider group boards
7. Use keywords and always fill out the descriptions
7 tips for success
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Account Settings
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Account Settings
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Account Settings
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Account Settings
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Set up boards
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Set up boards
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Set up boards
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Set up boards
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Search
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Search
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Search
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Tuesday, January 21, 14
Fun Fact: 80% of the pins on Pinterest are RePins
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Pin & Re-Pin
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Pin & Re-Pin
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Pin & Re-Pin
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Images1 Profile images: 165 x 165 pixels.2 Pins in feed: 238 pixels x adjusted to height.3 Expanded pin size: 735 pixels x adjusted to height.
“When you think of a single word, your images wil l always be focused, and they’l l always
convey a meaning that makes a real impact.” – Smashing Magazine.
Tuesday, January 21, 14
Visual Concepts
• Color maters - Images that are redish orange get twice as many repins than blueish tints
• Size matters - Vertical images with an aspect ratio between 2:3 and 4:5 get repined 60% more than very tall images. This is despite what people tell you about having very tall images to catch people’s eye in the feed.
• Brand images without faces get 23% more pins than those with faces in the image.
• What else can you pin?
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Example Time!
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Example Time!
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Example Time!
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Example Time!
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Example Time!
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Example Time!
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Example Time!
Tuesday, January 21, 14
Example Time!
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Example Time!
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Example Time!
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Increase Engagement Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
Data Source: Hubspot.com
Tuesday, January 21, 14
Increase Engagement
• Include a call to action - 80% increase in engagement when there is a call to action.
• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.
• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]
• Timing: 2pm - 4pm 8PM - 1AM
Data Source: Hubspot.com
Tuesday, January 21, 14
Best PracticesCreate a handful of boards that cover a broad range of interests.
Repin within Pinterest to engage other users
Don’t pin too many times in a row, especially if you’re linked to your social platforms.
Pin regularly
http://business.pinterest.com
Tuesday, January 21, 14
Tuesday, January 21, 14
• Google+ has 525 million active monthly users
• The +1 button is used 5 billion times per day
• The more +1s an article or blog gets the higher it appears in Google search
• 625k new users added everyday
Tuesday, January 21, 14
Why does it matter✴ All public profiles, post and pages are ranked and indexed in Google
✴ This means the more active you are the more likely YOU will show up on page one of Google!
Tuesday, January 21, 14
Why does it matter✴ All public profiles, post and pages are ranked and indexed in Google
✴ This means the more active you are the more likely YOU will show up on page one of Google!
Tuesday, January 21, 14
Why does it matter✴ All public profiles, post and pages are ranked and indexed in Google
✴ This means the more active you are the more likely YOU will show up on page one of Google!
Tuesday, January 21, 14
Get verified and Link to your website (G+ makes contextual linking easy and links are “followed”).
• Optimize: Writing a descriptive, accurate and keyword focused “About” page.
• Link to your other social media online profiles like Facebook, Twitter, LinkedIn.
• If you are a location based company create a place page.• Post at least once per week and be sure you consider keywords in your
posts • Get Authorship
Get the Most Out of Your Page & Profile
Tuesday, January 21, 14
✴ Communities✴ Hangouts✴ Get the +1 button on your content✴ Tag people (just add a + before their name)✴ Organize your circles ✴ Get the badge for your website
✴ Top sites using the Google+ badge have grown their audience an average of 38 percent.
Get the most out of your experience
Tuesday, January 21, 14
Bonus reasons to use
■ Each post has its own URL.■ The first 45-50 characters of the post appear in the title tag.■ If a post is re-shared, it can accumulate internal links from the Google
+ platform■ Anchor text is recognized and adds SEO relevance■ Google+ posts are crawled and indexed almost immediately.
Tuesday, January 21, 14
Video is More Important Than Ever
73% of homeowners say they’re more likely to list with a Realtor offering video, yet only 12% of the real estate
industry currently have YouTube accounts.
Tuesday, January 21, 14
More than 1 billion unique users visit YouTube each month
• Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth, and 50% more than last year
• 100 hours of video are uploaded to YouTube every minute
• YouTube is localized in 61 countries and across 61 languages
• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
• The number of people subscribing daily is up more than 3x since last year, and the number of daily subscriptions is up more than 4x since last year
Via YouTube
Tuesday, January 21, 14
Tuesday, January 21, 14
✴Upload Home Tours
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✴Upload Home Tours
✴Area Tours
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✴Upload Home Tours
✴Area Tours
✴Testimonials
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✴Upload Home Tours
✴Area Tours
✴Testimonials
✴Tell your story
Tuesday, January 21, 14
✴Upload Home Tours
✴Area Tours
✴Testimonials
✴Tell your story
✴Embed on your Website and share on other social sites
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Tuesday, January 21, 14
Tuesday, January 21, 14
Tuesday, January 21, 14
Tuesday, January 21, 14
Tuesday, January 21, 14
Tuesday, January 21, 14
Tuesday, January 21, 14
Who is doing it right
• http://www.youtube.com/user/realestate
• http://www.youtube.com/user/BHGrealestate
• http://www.youtube.com/user/homedepot
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
✴Maintain and manage social media accounts - RESPOND!
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
✴Maintain and manage social media accounts - RESPOND!
✴Optimize listings with keywords
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
✴Maintain and manage social media accounts - RESPOND!
✴Optimize listings with keywords
✴Give potential clients their choice on how to contact you
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
✴Maintain and manage social media accounts - RESPOND!
✴Optimize listings with keywords
✴Give potential clients their choice on how to contact you
✴When it comes to social media, don’t just post your listings.
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Online Marketing Best Practices For Home Listings
✴Photos, photos, and more photos - Quality and Quantity
✴Use details descriptions
✴Use bullet points and break up the content so it is easier to scan and read
✴Maintain and manage social media accounts - RESPOND!
✴Optimize listings with keywords
✴Give potential clients their choice on how to contact you
✴When it comes to social media, don’t just post your listings.
✴Think of the Lifestyle.
According to National Association of REALTORS® 94% of home buyers start their search online. We also know that buyers
eliminate homes because of no or poor photos.
Tuesday, January 21, 14
Your phone is your best friend...
Tuesday, January 21, 14
Take Aways
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
• Create Value and build relationships/trust
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
• Create Value and build relationships/trust
• Share great content
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
• Create Value and build relationships/trust
• Share great content
• Use the right tools to save time & sanity
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
• Create Value and build relationships/trust
• Share great content
• Use the right tools to save time & sanity
• Use new technologies to help build your brand on and offline
Tuesday, January 21, 14
Take Aways• Put the puzzle pieces together!
• Consistent Branding
• Make a good impression
• Create Value and build relationships/trust
• Share great content
• Use the right tools to save time & sanity
• Use new technologies to help build your brand on and offline
• Think outside the box BUT don’t break the law
Tuesday, January 21, 14
Always Remember...
Tuesday, January 21, 14
Always Remember...
Tuesday, January 21, 14
Always Remember...
Tuesday, January 21, 14
Learn Morewww.StellarMediaMarketing.com
Tuesday, January 21, 14