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a hidden gem in your neighborhood?
social site that’s helped your business?
how long have you been an agent?
your name
Agenda
Intro & goal
1.Identify the buyer’s/seller’s journey on social media - the three stages - case study: what content is most engaging for buyers/sellers
2.Position our activity on social media to attract buyers/sellers- best practices for getting found and growing engagement - prioritize which social sites to use- expand your reach and grow engagement through social
media advertising
3.Make social media a realistic part of your marketing plan. - work from your natural social media style- break down your task for social media - next steps
These guys are just hitting 40…It’s still early in the world of social media.
…and Facebook isn’t even a teenager.
How are they doing social?
The most successful brands and individuals follow this approach:
• know their audience’s journey to the point of sale on social
• consistently engage with their audience
• test content (organic and paid)• asses their work• adjust• delight their audience again
Our goal…it’s the same just at a different scale!
• know your buyer’s/seller’s journey on social • consistently engage with your audience • test content (organic and paid)• asses your work• adjust• delight your audience again
Part One
What does the buyer’s/seller’s journey look like on social media?
The buyer’s/seller’s journey…
awareness stage
consideration stage
decision stage
October 2014, Hubspot
Awareness stage
• I am a buyer/seller with a problem.• I am a buyer/seller aware of a problem/opportunity. • I am a buyer/seller becoming aware of my problem.• I am a buyer/seller seeking (greater) awareness of my
problem.
“My family is running out of space in our home.”
“We love spending time in Boston. It really feels like home.”
“I am throwing money away each month when I write my rent check.”
Awareness stage
Consideration stage • I am a buyer/seller considering solutions for my
problem.• I am a buyer/seller considering strategies to solve my
problem.• I am buyer/seller considering my problem solving
options.
“I wonder if we should stay in the city or move to the burbs?”
“I need to check in with our friends who just moved into the city.”
“I wonder what the downpayment might be to buy a home.”
Consideration stage
Decision stage
• I am a buyer/seller deciding on a specific product and vendor.
• I am a buyer/seller trying to make a decision between vendors and products.
“I am searching for a 3-2 home in the city with a small outdoor space. Who can help me?”
“I am ready to sell my home and explore moving into the city, who can help me?”
“I need to find a broker, where do I begin?”
Decision stage
Case study - Anne Jones
Anne Jones - tacomajones.com
1. Break into pairs based on your assigned stage of the buyer’s/seller’s journey: buyer awareness, buyer consideration, buyer decision, seller awareness, seller consideration, seller decision.
2. Review Anne’s social sites (follow the icons on her site at tacaomajones.com) and search for content that would help you with your group’s stage of the journey.
3. Be prepared to share an example with the larger group and share and why it connected.
Case study - Anne Jones
What did your group observe about Anne’s social sites:• Buyer awareness stage • Buyer consideration stage • Buyer decision stage • Seller awareness stage• Seller consideration stage • Seller decision stage
Part Two
Position our social media activity to attract buyers/sellers on their journey
What do we want buyers/sellers to do on social media?
find us +
engage with us
Quick brainstorm! Pair up and share
How do people find us on social media?
(anywhere our profile name appears)
Why do people engage with us on social media?
(like, reply, comment, share with us, private message, tag us )
- you were tagged in their friends’ photo and remembered meeting you at a party
- cute photo of your dog made them laugh
How do the top social media sites manage what users see? Case study - Facebook pages
organic content paid content
January 2015, Facebook
How do the top social media sites manage what users see? Case study - Facebook profile and pages
organic content paid contentalgorithm
January 2015, Facebook
What do we know about how social sites calculate algorithms?
June 2015, EdgeRank
“As many as 100,000 individual weights influence what shows up in your newsfeed. ”- Lars Backstrom, Facebook Engineer
Facebook has made a few calculations public:1. Post type that receive the most interaction from a user (photo,
video, text)2. Which post the user hides.3. A users’ interaction with Facebook ads.4. The device and speed of the internet. 5. How much the user interacts with profile/page. 6. Photos and videos7. Decay (short shelf life)
Content trends shared on Facebook
2010 2015 2020 Future
What does this mean for agents, August 2015?• prioritize which social sites to use for business• create content that attracts engagement and make algorithms
happy• consider social media advertising
Prioritize social sites as agentsFacebookFacebook PagesTwitterInstagramPinterest (blog users)LinkedIn
Prioritize social sites as agents
• Facebook - the mothership! 1.4 billion monthly users - perfect for reaching those buyers in the awareness stage
• Facebook Pages - needed to run ads - helpful for posting content targeting buyer/sellers who are in the consideration and buying stage
• Twitter - real time community updates• Instagram - photos/videos are prioritized + Facebook owns it
- almost prevents you from spamming your audience + visually sized for Facebook (no need to edit photos/videos)
• Pinterest - great it you have time + blog to pin • LinkedIn - easiest to connect for business (no one is going to
see what I did last weekend). Also great if you have a blog.
2015 realities about personal vs business social media
• anything you post online can be found if needed• social site settings are constantly changing to encourage you to
share more online • almost everyone we are connected to could be a referral or lead• native social site users, even with the good guidance of their
parents will speak primarily using one social language
Tips for personal use • Facebook private groups are a great option if you need a space
to talk about a position or details about a hobby. • An Instagram profile with a unique username for your family,
child. etc. can be a way for those photos you want to overshare on social.
• Nervous about your friends tagging you in photos that automatically appear in your newsfeed? Change your Facebook settings to approve tagged posts and photos.
What content will users engage with the most and make algorithms happy?
• Help people fall in love with the areas you represent that could become your buyers’ neighborhood. Users want to see warm, fun, great finds, behind-the-scenes stories with real people (they been forced fed plenty of marketing stories by the end of the day).
• Almost everyone on social media is a potential buyer, seller referral, lead. Avoid posting something that might turn people off from connecting with you professionally.
What content will users engage with the most and make algorithms happy?
• Photos and videos are valued by both the algorithm and users. Take a few minutes to make sure your photos maximize the social site across screens (desktop, laptop, tablet, phone). See canva.com. Since Jan 2015, videos uploaded directly to Facebook vs linking to YouTube posted videos are performing at a much higher rate.
• Photos and videos professionally shot for open houses and showings are great! Everything else can be shot with your phone. Don’t forget to move in close and use natural light as much as possible.
• Keep your copy short with photos and videos. Let the visual do the talking.
What content will users engage with the most and make algorithms happy?
• Be human! Avoid using technical language that might turn people off (it will come later in the process).
• Ask questions about anything! The more feedback you receive (comments to your post) the more friends of friends will see your post and you and you will grow your reach.
Great built-in support for business!
• Facebook Pages - https://www.facebook.com/business• Twitter - https://business.twitter.com• Instagram - https://business.instagram.com• Pinterest - https://business.pinterest.com/en• LinkedIn - https://smallbusiness.linkedin.com
How do the top social media sites manage what users see? Facebook pages
organic content paid content
January 2015, Facebook
Advertising options
Available sites• Facebook Pages• Twitter• LinkedIn
Instagram and Pinterest - limited to select brands
Advertising options
Similar across sites• You are in charge of setting the cost form a few dollars to
more• You can target the ad• You can set the start and end day and time• You control the copy, photo, links, hashtags• Each social site recommends testing similar ads and
adjusting the photo or key words so you can learn what works best.
Advertising on Social Media
Quick tour:• Facebook Pages - https://www.facebook.com/business/products/ads• Twitter - https://ads.twitter.com/• LinkedIn - https://www.linkedin.com/ads/
Part Three
Make social media a realistic part of your marketing plan
What’s your social media style? Tally how many are true of your style.
1. I own multiple power chargers for my phone or tablet. 2. I catch myself taking one last peek at a social media
before going to sleep.3. I have taken more than one selfie in the past month.4. I have sent more than 5 friend/connection request this
summer. 5. I like/follow more than 10 local businesses.6. I have updated my cover photo within the past 2
months. 7. I have learned about a breaking news story through
social media vs other sources over the past month.8. I have liked more than 7 posts this week. 9. My social media app icons are located on the home
screen of my phone or tablet. 10.I have signed up for more than three social media
accounts.
What’s your social media style? Results!
0-3 - You’re enjoying the people around you and are possibly due for a phone upgrade. You may be tempted to hire a behind-the-scenes person to plan and carry out your social media strategy. Just make sure they use your voice and style when creating and responding to you contacts.
3-6 - You’re keeping all things in balance this summer! Take time to refresh your profiles and add a few extra post this month.
6-10 - If there was a share button you might be tempted to post this quiz. Confirm you are using the 10:1 ratio for posting and are using a range of content to reach each stage of the buyers/sellers journey. ###
Plug in what you want to accomplish into your calendar
Average weekLike, comment, share potential referral/leads’ post - 5 minute, 5 times/week• Creating content to post - 30 minutes to 1 hour once
a week• Post to social sites - 5 minutes, 5 times/week
Once every few weeks to a month:• Create a social media ad - 5 mins to 1 hour• Refresh your profile, cover photos and bio• Creating a video (prep, shoot, edit) - 2-5 hours
Recap
1.Identify the buyer’s/seller’s journey on social media (awareness, consideration, decision) and plan content for each stage.
2.Position your actions on social media to attract buyers/sellers
- create content that supports the algorithm- prioritize which social sites to use- expand your reach and engagement through social media ads
3.Make social media a realistic part of your marketing plan.
- know how to use your natural social media style- break down your tasks for social media
Prioritizing what’s next
1. What’s one idea that will help your business on social media?
2. What are 1-2 at the top of your social media list?• Explore the business section of a social site• Assess your posts - what stage of the buyers/sellers
journey are they reaching?• Like, comment, share other’s peoples content. • Learn more about using Facebook ads for business• Go outside and take a few photos of special places in
the neighborhood that are fun and new.• other
