Mindful Social for Real Estate Professionals

Janet Fouts :: TatuDigital.com

MINDFUL SOCIAL BUSINESS

Tuesday, January 3, 17


IT ISN’T• Advertising

• Push media

• Spray and pray

• Humble bragging

• Old School



OLD SCHOOL



OLD OLD SCHOOL



WHAT % OF YOUR BUSINESS IS FROM REFERRALS?

• 10%?

• 20%?

• 30?

• 50?

• 75 or more?



HOW DO YOU STAY IN TOUCH?

• Phone?

• Email?

• Face to Face meetings?

• Social Media?



HOW MANY PEOPLE CAN YOU MEET?



SOCIAL IS WHAT I DO ALL DAY



SOCIAL MEDIA IS A TOOL

• Save you time and money

• Maintain existing relationships

• Create new relationships

• Professional development

• Referral network



SOCIAL MEDIA IS ABOUT

• Relationships

• The people you serve

• Generosity and sharing

• Compassion

• Your story

• Your knowledge

• Reciprocity



SET YOUR INTENTIONS• Leads

• Build relationships

• Communicate with your community

• Business brand

• Personal brand

• Search Engine Optimization



DEFINE YOUR MARKET

• Long term or short term?

• Basic demographics

• What networks do they use?

• What language do they use?

• What message do you want to give them?



EARN YOUR AUDIENCE

• Go where they are

• Share content they will value

• Ask and answer questions

• Be the girl people look to for answers

• Post unique, timely, and relevant content

• Be gracious

• Create lists of influencers you want to be seen with



SUPPORT FOR THE WIN• Support their efforts

• Curate content from your influencers

• A like or a share here and there

• Information that informs their community

• Introduce them to other influencers and resources



LISTENING IS KEY



ACTIVE LISTENING

• Let’s practice

• Each person has 1 minute to speak

• The other simply listens

• Repeat



SIMON SINEK



LISTEN, ASK, SHARE

• Use social listening tools to learn

• Ask and answer questions

• Be a problem solver

• Share information generously

• Create trust, then market



SOCIAL LISTENING TOOLS

• Buzzsumo

• Mention.com

• Likealyser.com

• Twilert.com



MENTION.COM ALERTS

• Keyword based

• Your name, brand

• Competitors

• Local information

• industry trends



BUZZSUMO



LIKEALYZER.COM



TWILERT



NOW WHAT?

• Use the data to choose appropriate networks

• Find people to ally with for better traction

• Only pay for tools you will actually use

• Share content with your team as well as fans/followers

• Plan your strategy



LISTENING IS GREAT BUT...

• It’s only the beginning

• Start conversations

• Ask leading questions

• Every post should invite discussion or action



Invite Discussion or Comments



WHAT DO YOU HAVE TO SAY?

• Why do you get out of bed in the morning?

• Why should we care?

• Why are you so special?

• People respond to your humanity, not your sales pitch

•



WHY, DO YOU DO WHAT YOU DO?AND WHO CARES?



GETTING TO NETWORKS

• Choose networks based on your research

• Where are your markets

• What networks feel good to you?

• You do not have to be everywhere

• Don’t stretch too thin


Janet Fouts :: TatuDigital.comTuesday, January 3, 17


FACEBOOK

• 79% of internet users have acct

• 83% of female internet users

• 75% of male users

• 45-54 fast growing group

• Age 65+ increased by 14 points in 2016



FACEBOOK• Keep in touch with your clients

• Gain referrals from their friends

• Keep it personal and friendly

• Facebook videos

• Facebook live

• Add open graph tags to your website for better sharing options

•



FACEBOOK VIDEO

• Images and video get 75% more engagement

• Video should be uploaded

• Live Q&A with prospects

• Show your WHY

• Cross-market



FACEBOOK ADS



AD SETS

• 1 budget per set

• Segment audiences

• Scheduling



ADS

• Shareworthy

• Multiple ads are better for testing

• Don’t vary too much

• Test, Test, TEST!



IMAGES

• Clip art = bad

• High-res

• Relatable

• Bright colors

• Relevant to your story

• 20% text or less



CAROUSEL

• 3-5 images

• videos

• Different headlines

• Calls To action

• Tell a story



VIDEO

• Upload

• MP4 or MOV

• HD is best

• Short for mobile

• Design for sound off

• Call to action at the end

• First 2 seconds are crucial

• Captions increase view time by 12%

• Automated captions?



VIDEO



VIDEO★159.031 impressions★97,170 video views ★66,404 paid views★670 shares★279 comments★218 clicks ★Cost per click $1.79★$389.36 spent




INSTAGRAM

• 32% of internet users

• 28% adults

• 38% of women internet users




INSTAGRAM

• Create a list of tags that apply to you

• Post daily if possible so you stay visible

• Create groups of images and schedule using Buffer

• Comment and like related content

• Follow strategically around interests

• IFTTT for Twitter

• Set up a business profile, connect to Facebook Page

• Personal profiles too?

• Live video stories



INSTAGRAM

• Show homes

• Design elements

• Infographics

• Humor

• Tips for buyers/sellers

• Connect/support with extended network



INSTAGRAM VIDEO

• Story videos expire (like Snapchat)

• 60 seconds in length

• Run through it before you post

• Use a selfie stick, stabilizer

• Ads can include a call to action button



INSTAGRAM TAGS



CELEBRATE!




PINTEREST

• 312% of internet users (same as 2015)

• 45% of women internet users

• 17% male internet users



PINTEREST• Create boards for market segments

• Post several images at once

• Keywords in descriptions

• NEVER repin without clicking

• Go for visuals

• Add a plugin to your site that assists in pinning

• Tall pins get more repins than square ones

• Use Canva or Pablo

• Promoted pins look like regular pins but add keywords and targeting

• Call to action in the description



PINTEREST• Place pins add a location and

description

• Local information

• Housing types

• Tips and tricks

• Infographics

• Education

• Delete out-dated information

• Engage on other boards, like and comment

• Join groups

• Consider a group board for your brokerage






TWITTER


• 29% have college degrees

• 24% female internet users




TWITTER

• Brand visibility

• Referrals

• Local content

• Professional development

• A listening tool and sounding board

• SEO











LINKEDIN


• 50% have college degrees

• 45% income of $75K+


• 27% female internet users



PERSONAL PROFILES

• Share your WHY

• Get Recommendations

• List designations as projects

• Add videos and slideshare

• BLOG

• Build relationship, then contact

• Share with contacts only when relevant

• Custom invites

• Inmail

• Be the star in the group

• Ask for introductions






SALES NAVIGATOR

• Advanced search

• Filter updates

• Find and target prospects more quickly.

• Improve prospecting to qualify leads more effectively.

• Get real-time updates and alerts on leads and prospects.

• Shorten sales cycle with recommendations on decision makers.

• Integrates with Salesforce

• Premium profile




YOUTUBE• 81% of internet users in US

• 55% male

• 45% female

• 200 million unique user views/month

• 21% visit daily

• Repurpose on websites and blogs

• Biggest search engine



YOUTUBE• Vlogging

• Private showings

• Market updates

• Liking, commenting

• Sharing posts on other networks

• Youtube live-stream

•




SNAPCHAT

Data courtesy mediakix.com





SNAPDEX.COM



I DON’T HAVETIME




CHOOSE YOUR NETWORKS

• What works for you?

• Where are your markets?

• Prioritize

• What can you delegate?

• Look for experience

• Play off team strengths

• Interns need guidance

• Create a schedule

• Outsourcing


@JFouts #BRANDSTORM2016

CURATION?

• Share other’s content

• Create affinity

• Reciprocity is the name of the game

• Be a thought leader



BUFFER AND PABLO



CANVA



EFFICIENCY

• Set time limits

• Create publication schedules

• Create a plan around availability

• Chunk tasks

• Create structure

• Then be flexible



SCHEDULING

• When are you most effective online?

• When is your network online?

• Managing content distribution

• Content calendars



CONTENT PLANNING



CONTENT CALENDAR



HOOTSUITE

• Manage multiple accts

• Delegate

• Scheduling

• Analytics

• Rss Feed



BUFFER




WHAT DO YOU NEED?

• [email protected]

• @Jfouts

• JanetFouts.com

• 408.216.7423


mailto:[email protected]

mailto:[email protected]

Small Business & Entrepreneurship

Mindful Social for Real Estate Professionals