Facebook for Real EstateAdvertising, Branding and Engaging on the #2 Most Popular Website in the World*

*Per Alexa.com 6/1/2011. Facebook logo used in accordance with Facebook brand permissions.

People on Facebook

•Over 500 million active users

•50% of active users log on every day

•Average user has 130 friends

•Average user is connected to 80 community pages, groups and events

Source: Facebook 6/2011

More Stats• 70% of users are outside of U.S.A. Facebook is

translated into 70 different languages

• Average user creates 90 pieces of content/month

• 10,000 new websites integrate with Facebook each day

• There are over 250 million mobile Facebook users and they are twice as active as non-mobile users

Source: Facebook statistics 6/2011

Content Sharing

Start with a Branding Goal

•How do you want people to find you?

•Will you use your name or something else?

•How much time are you going to invest each day? Each week?

•Is your goal to replace another strategy? Supplement an existing?

Facebook Marketing Plan

1. Friends

2. Page(s)

3. Engagement

4. Advertising

Friends

•Family/Relatives

•Real (IRL) Friends

•Colleagues/Business Associates

•Clients/Sphere

•Acquaintances

Separate Friends Into Groups

Advantages of Friend Lists

•Helps you separate your tailgating buddies from your business colleagues

•Helps you control privacy by setting privacy filters to each group

•You can assign friends to multiple lists

•You can assign friends to lists when you send/receive a friend invite

Using Friend Lists in Privacy Settings

A Few “Friend” Tips

•It’s better to have 200 friends that you engage with than 2000 you barely know

•It you want to keep your privacy settings open, consider only “friending” people you know and trust

•Be considerate of (as well as consider) the privacy of your friends and family

Facebook Pages

•Per Facebook, profiles are for individuals, pages are for businesses

•If you use your profile for business, your account may be disabled for violating Facebook’s TOS

•You are limited to 5000 friends on your profile, but can have unlimited fans on your page

An Easy Fix• As of March 2011, users can convert their personal

profile to a Facebook Page

• All pictures are transferred to the page and all friends become “Likes” of your page

• Be sure to download your other info if you want to hang onto it!

• Conversion is not reversible

• Then, set up a new personal profile and do it correctly!

www.facebook.com/pages/create.php?migrate

Creating a Custom Facebook Page•A Facebook Page is a website – it has a

unique URL, is indexed by search engines and can easily be tracked

•While easy to set up, the challenge with a Facebook Page is how to use it well

•Keep in mind…you do not own your content on a Facebook Page; Facebook does

5 Essential Elements of a Page1. Contact information for the brand – visible and

easy to find

2. Image – eye catching, clear, unique

3. What will you offer users? Make it clear…or they will leave

4. Call to action; perhaps “Like” this page

5. Links back to your other sites, profiles, etc.

Some Ideas for a Real Estate Page•“Community Events” Tab

•Allow visitors to make an appointment to see a home

•“Homeowner Tip of the Week”

•Have a contest – for example a “Before and After Remodeling” Photo Contest and let visitors vote

FB Page - DIY or Hire an Expert?•Remember, a Facebook Page is a website.

It needs to be optimized for search as well as aesthetically pleasing

•There are many companies that specialize in custom Facebook pages. Prices can range from $40 - $4000

•Don’t forget your required disclosures!!!

How to Create a Facebook Page•Facebook.com/pages/create

•Choose your category (Local Business or Place)

•Fill out the details in the drop-down menu

•Make sure it’s complete before “publishing” your page

You Have a Page, Now What?•Invite friends to “fan” your page

•When friends take the time to become a Fan of your page, thank them, welcome them

•An easy way to manage Facebook – only visit your personal profile before/after business hours. Use your business page during business hours.

Create a Marketing Plan for Your Page•Use a real estate specific application such as

Roost, Trulia, Zillow, Altos, etc. to include listing and real estate market information

•Add feeds from your blog, Twitter stream, etc.

•Determine what to post and how often

•Budget for advertising – both on and off Facebook

Engagement

•Inviting people to “Like” your page and then not engaging with them is akin to having a party, inviting your friends and then ignoring everyone

•If you’re not going to commit to engaging with others, then don’t use FB for business

•Abide by traditional rules of etiquette and always use proper disclosures

Advertising on Facebook•Facebook is about relationship marketing more

than product marketing

•Create small, target markets for advertising (not, “everyone on FB who lives in Virginia Beach”)

•Know your market – who is your typical client?

•Budget for weeks/months – 1 week isn’t going to bring results

Facebook.com/adsmarketing

Types of Facebook Ads

•Promote an event

•Link to an external website

•Promote a Facebook page

•Add a “Like” button

Bid for Your Ad

Monitor Performance•Facebook.com/ads/manage/campaigns

•“Advertising Performance”: up-to-the-minute details on clicks, impressions, etc.

•“Responder Demographics” & “Responder Profiles”: detailed information on the types of users who are clicking your ad

• Schedule reports and adjust ad campaigns

Tips for Facebook Ads

•Do not write a FB ad like a print ad

•Ask a question, offer a benefit

•Write for a small, target group to gain the “power of friends” and word of mouth marketing

•Monitor, revise, monitor, revise, monitor, revise

Thanks for Attending!Email: tina@wolkia.com

Twitter: @tinainvirginia, @wolkia

Web: tinamerritt.info, wolkia.com

Facebook.com/realestatetechnology

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