Social Media for Real Estate Professionals 2014

Out of the Box Social Media for the Real Estate Industry

By Kelly Mirabella

Tuesday, January 21, 14

Via Postling.com


Why Social Media Marketing?

• Join the Conversation

• Build Relationships

• Brand Awareness

• Search Engine Optimization

• Provide a collaborative environment for prospects and customers.


• 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


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%)



Cover Image851x315


Cover Image851x315

Profile Photo160x160


Cover Image851x315

Message


Cover Image851x315

About Section


Cover Image851x315

Tabs111x74


Your Friends who like this page tooPost & share here

Feed


Post by others

The Page’s likes


Highlighting a Post


Highlighting a Post


Pin a Post to the Top


Pin a Post to the Top


Creative Covers


Creative Covers


Creative Covers


Creative Covers


Creative Covers


Creative Covers


Creative Covers


Creative Covers


Tabs = Applications


Tabs = Applications


Admin Panel


Admin Panel


Admin Panel


Admin Panel


Admin Panel


Embedded Post


http://facebook.com/stellar247
















Embedded Post


















Photos in Comments


















Photos in Comments


















Photos in Comments


















• 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


No More EdgeRank


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.



■ 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.




✴ 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 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.



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.


http://www.linkedin.com








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.


How Do you Rank?


How Do you Rank?


Increase visibility & Engagement

• Group Interaction

• Post Regularly

• Images

• Links

• Status Updates

• LinkedIn Today


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


• 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%).


http://www.dazeinfo.com/2013/01/02/83-of-b2b-marketers-are-still-preferring-linkedin-over-facebook-and-twitter-study/

http://www.dazeinfo.com/2013/01/02/83-of-b2b-marketers-are-still-preferring-linkedin-over-facebook-and-twitter-study/

http://econsultancy.com/in/blog/62189-stats-who-uses-pinterest-and-why-is-it-important-for-marketers?utm_medium=feeds&utm_source=blog

http://econsultancy.com/in/blog/62189-stats-who-uses-pinterest-and-why-is-it-important-for-marketers?utm_medium=feeds&utm_source=blog

http://www.dazeinfo.com/2013/01/10/social-media-statistics-2013-facts-figures-facebook-twitter/

http://www.dazeinfo.com/2013/01/10/social-media-statistics-2013-facts-figures-facebook-twitter/

http://www.repinly.com/

http://www.repinly.com/

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


http://business.pinterest.com




























































































































Account Settings


Account Settings


Account Settings


Account Settings


Set up boards


Set up boards


Set up boards


Set up boards


Search


Search


Search



Fun Fact: 80% of the pins on Pinterest are RePins


Pin & Re-Pin


Pin & Re-Pin


Pin & Re-Pin


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.


http://www.smashingmagazine.com/2009/04/14/40-captivating-photos-that-depict-human-emotion/

http://www.smashingmagazine.com/2009/04/14/40-captivating-photos-that-depict-human-emotion/

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?


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Example Time!


Increase Engagement Data Source: Hubspot.com


Increase Engagement

• Include a call to action - 80% increase in engagement when there is a call to action.

Data Source: Hubspot.com


Increase Engagement


• Relate your Pins to trending topics - 90% increase in click throughs when your pin is related to a trending topic.



Increase Engagement



• Tutorial pins see a 42% higher click-through rate than the average pin. [Source: Pinerly]



Increase Engagement






Increase Engagement






Increase Engagement






Increase Engagement






Increase Engagement






Increase Engagement




• Timing: 2pm - 4pm 8PM - 1AM



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






• 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


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!








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


✴ 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


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.


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.


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



✴Upload Home Tours



✴Area Tours



✴Area Tours

✴Testimonials



✴Area Tours

✴Testimonials

✴Tell your story



✴Area Tours

✴Testimonials

✴Tell your story

✴Embed on your Website and share on other social sites









Who is doing it right

• http://www.youtube.com/user/realestate

• http://www.youtube.com/user/BHGrealestate

• http://www.youtube.com/user/homedepot


http://www.youtube.com/user/realestate

http://www.youtube.com/user/realestate

http://www.youtube.com/user/BHGrealestate




http://www.youtube.com/user/homedepot

http://www.youtube.com/user/homedepot

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.



✴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.











✴When it comes to social media, don’t just post your listings.

✴Think of the Lifestyle.




Your phone is your best friend...


Take Aways


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








• Use new technologies to help build your brand on and offline

• Think outside the box BUT don’t break the law


Always Remember...


Always Remember...


Always Remember...


Learn Morewww.StellarMediaMarketing.com


http://www.StellarMediaMarketing.com

http://www.StellarMediaMarketing.com

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Social Media for Real Estate Professionals 2014