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Public Relations
& Social Media
PublicRelations
What is
The flow of information between an organization and
its audience
Public Relations
Differentiation
Public Relations drives sales by building credibility, increasing brand awareness, positioning you as a thought leader and differentiating you from your competition.
Public Relations vs. Advertising
Think of it as Earned Media vs. Paid Media
• Through public relations you can communicate to your audience through an objective third party.
Only 14% of buyers trust ads.78% trust the opinion of others.
• Integrated marketing (using both) is best approach.
Take the Spotlight
Be a Storyteller• Interesting
listings/auctions – research history
• Interesting stories about buyers, sales team
• Tell your story
Be an Expert• Real estate market news• Share interesting statistics• Provide tips on local news• Share tips – top 10 lists
United Country Public Relations
National Public Relations
• Goal – Raise consumer awareness about United Country and position the company and affiliates as experts, resulting in increased buyer leads and listing opportunities for all offices and attraction of new offices to strengthen our network
• Focus – National, regional, industry and trade media
Affiliate Public Relations
• Goal – Generate awareness of you, your office and position you as the experts among your local audiences by sharing information with news media in your marketing area to increase your listing inventory, sales and attract the best talent to your team.
• Focus – local media in the markets you serve
Public Relations SuccessNews Release
Media Coverage
National Successes
Public Relations Tools• Public Relations Resource Center – Intranet (
www.UCIntranet.com)• PR Department – Just a phone’s throw away
Time for a
Pop Quiz
What are these executives debating?
• “We can’t let our employees use this! It will pull them away from their work.”
• “This will allow employees to distribute content to the world and we will be liable.”
• “We will lose control of our brand!”
1997 discussions about email
The PR landscape is changing … quickly
• Print circulation is down 7 million over last 25 years
• Unique readers of online newspapers are up 30 million in last 5 years
• ABC, CBS and NBC collectively get 10 million visitors per month
• Twitter, YouTube and Facebook collectively get over a billion visitorsper month
Public Relations 1.0 (Traditional Media) - Journalists are the middlemen
Public Relations 2.0 (Social Media) - Eliminates the middleman
Social Media has turned monologues into dialogues.
Did you know that…Half of the human race is under 30?
They’ve never known life without the internet.
But wait…
Did you know the fastest growing social media demographic is 50 and over?
Where do all these people go first to find information and entertainment?
Social MediaSo, what is
Social Media is a conversationsupported by online tools like
these:
The Consumer Has More Power
I just graduated college!
I’ve got some great tips for
preparing for an open house!
2-BR 2-BA HOME!
1 ACRE WITH AN
OUTHOUSE!
2-BR FIXER-UPPER!
MOBILE HOME ON .5-ACRE LOT!
RUSTIC 1-BR CABIN!
CALL ME!
CALL ME!
CALL ME!
CALL ME!CALL ME!
CALL ME!
CALL ME!
The Consumer Has More Power
1.3 Billion Active Facebook Users
Photo Credit: Oversocilized
300 Billion Tweets Have Been Sent Since 2006
Photo Credit: Rosaura Ochoa
540 million active Google+ users
Over 6 billion hours of video are watched each month on
YouTubePhoto Credit: jonsson
What’s in it for
You
Social Media for Business
• Public relations• Targeted leads• Customer service• Loyalty building• Collaboration• Networking• Referrals• Market research • Consumer education
Getting Started• Listen
– Google Alerts• Set these up for you and your business
– HootSuite• Handles up to five social media outlets from one place for free
• Create a Plan– Be Flexible
•
• Engage• Evaluate
– Use built-in insights and analytics– Keep realistic expectations
• Be patient. Don’t expect results overnight
Post ConsiderationsAsk yourself:
Who is my audience?Where can I reach them?What do they want to learn from me?
Realize:Priority 1 – What they are passionate aboutPriority 2 – What they need to know to do their job/live betterPriority 3 – Anything so creative that it captures their attentionPriority 4 – Everything else
• 1.3 billion active users • 167 million unique visitors
per month• Over 500 million “Likes”
per day• Personal page vs.
Business page. Always keep business goals in mind on both!
• Opportunity to be the promoter of your market
• Never buy “likes” or pay to promote your page. This kills reach.
• About 1 billion users• 241 million active
Twitter users per month• 500 million Tweets a day• Updates of 140
characters or less (micro-blogging)
• Following/Followers & Tweet/Retweet
• Insert yourself into other conversations and add value
• 300 million monthly active Google+ users
• Has surpassed Twitter to take #2 social network spot after Facebook
• Circles – Helps choose correct audience for your message
• Hangouts – Be the subject matter expert.
• Communities – Add value to Conversations
• Events
• Over 1 billion unique users visit YouTube each month
• 60 hours of video are uploaded every minute
• Virtual tours, auctions footage or educate about your expertise area– Virtual tour - take a walking tour of
town or neighborhood
• It’s easy to do– Inexpensive camera options– Simple video posting
• Videos no longer than 90 seconds– Unless discussing very detailed subject
matter
In a recent study of 5,000 B2B and B2C businesses, HubSpot found LinkedIn was 277 percent more effective at bringing in leads than Facebook and Twitter, with a whopping conversion rate of 2.74 percent.
• 300 million users• Great tool for recruiting • Also useful for business
to business networking and information sharing
• Illustrate your expertise• Get recommendations!• Add value to
conversations in Groups
• The “wish book”of the Internet
• Fastest social media site to hit 10 million in history
• U.S. user spends an average of 1 hour and 17 minutes on Pinterest (Facebook 12.1 minutes, Twitter36 minutes)
• Over 80% of pins are repins• High-quality photos are
essential• Link back to your Website
on every photo
• Consider starting your own blog – ActiveRainor Blogger.
• Participate in other blogs - add value to the conversation by sharing your knowledge.
• Blog posts do not have to novels. Three to four paragraphs with photos will do.
Home Office’s Strategy
What’s the
Social Networking
• Facebook: http://www.facebook.com/unitedcountry
• Twitter: http://twitter.com/ucrealestate• YouTube: http://www.youtube.com/ucrealestate• LinkedIn: http://www.linkedin.com (search
groups)• Google+: http://GPlus.to/unitedcountry• Pinterest: http://pinterest.com/ucrealestate
Contact Information
Stephen KretsingerSenior Public Relations ManagerUnited Country Real [email protected]
Questions
