Public Relations & Social Media
Strategies to Generate Sales & Listings
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 E-Mail
“The Internet? Bah!”
“...Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic. Baloney.”
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 Media Is NOT Emerging…
Social Media Is Mainstream
500 Billion ~ The number of minutes spent on Facebook each
month
Last year, that number was 150 Billion
25 Billion ~ Content (photos, links, videos) shared on
Facebook each month
That’s 6 times more than last year’s total
Creating a Page
Facebook.com/pages
Create a page• Local Business
Name Page Strategically• Facebook PageRank• Search Engine Results
Name your Page
Tips for Adding FansVanity URL (facebook.com/username – 25 likes)Best time to post: Mornings & weekendsBest Practice: Ask questions, post photos/videos,
contests/pollsUse Facebook Analytics to measure message
effectivenessAdvertise your Facebook URL (website, business cards,
print ads)Links to page from other networksTaggingCustom Land Page and TabsCreate events (open houses, seminars)Facebook Ads or Sponsored PostsFind Fans & Suggest to Friends features
Tips for Adding Fans
Step 1
Step 2
Tips for Adding Fans Step 1 Step 3 Step 2
New look and functionality Ability to post as your page or as yourself Post relevance rankings Tabs removed from top of page Addition of Photostrip Instant email notification of page activity Addition of ‘sponsored posts’
Facebook Changes
Facebook Changes
New Tab Location
New Photostrip
Tagging in Facebook
Name becomes link & post appears on contact’s wall
To create tag, begin with @
Tagging encourages interaction & promotes your page Tag photos, videos, within posts
Custom Landing PageCustom Landing pages
added through FBML app in Edit Page section
Landing pages can be created through html code
Low-cost custom page services available
Free customizable template at
www.pagemodo.com
Contact Us Tab
Free Customizable
Contact Forms & Tutorials from
JotForm.com
YouTube, Twitter, RSS
Free Applications & Tutorials for
YouTube, Twitter, RSS, Flickr, Slides and others from
Involver.com
Listings Tabs
Free Listing Apps: Realtor® Marketer, Roost
Low Cost Apps:The MLS App, RealBird
Facebook Ads & Sponsored Stories
Step 1 Step 2
Step 3
2 Billion ~ The number of YouTube videos viewed each day
That’s twice as many as last year
Online visibilityAbility to embed videosGoogle PageRank & Search Engine
Results Add key word rich titles and tags Include contact info within video
Business Benefits
Virtual ToursAuctionsTutorials Interview Local Experts Neighborhood ToursBranding TestimonialsReport Successes
Video Suggestions
Real Estate Video Toolkit
HD Camera (Flip UltraHD, Kodak Zi8, iPod Touch 4)
Wide Angle Lens
Stabilizer Bar
Editing Software (Window Live Movie Maker, iMovie(Mac), Pinnacle Studio, Corel Video Studio Pro)
www.HDHat.com$29.99
You shoot the video They edit up to 5 clips Stabilize Clips Professional narration Music, transitions, hosting, syndication 24-hour turnaround
Professional Video Editing
95 Percent ~ Companies using LinkedIn to find employees
Wonder if they also use it to research who to do business with?
Agent RecruitingVisibility Research Illustrate ExpertiseNetworkingRecommendationsGoogle PageRank & Search Engine Results
Business Benefits
Must Do’s:
Complete Profile (customize URL)
Upload ContactsGive/Ask for Recommendations Join Groups Participate in discussions (groups & LinkedIn
Answers)
Promote your Profile Research your competitors
27 Million ~ The number of tweets each day on Twitter
That’s 6 times more than last year
Visibility Research Illustrate ExpertiseNetworkingRecommendationsGoogle PageRank & Search Engine Results
Business Benefits
Complete Profile Create a custom background or use template Use search.twitter.com to find users Follow locals, industry experts, influencers Share valuable links on your site and others Create or monitor your city’s hashtag (#tulsa) Build network by joining conversations Shorten & track link performance (bit.ly or tinyurl) Use twitter analytics for measurement Monitor & respond to trending topics
Suggestions
Social Media Case Study
Call to Action
Video Integration
14,500 likes!
Social Media Case Study
Blog earns the No. 5 ranking
Facebook page earns the No. 2 organic ranking
Social Media Management
HootSuiteFree (upgrades available for small fee)Manage multiple accounts (Facebook, Twitter, LinkedIn)Schedule posts in advance or to multiple platforms Access online or mobileMonitor keywords, users, mentions, direct messagesAllows multiple users (ability to assign tasks)Includes stats/analytics
Social Made Simple Free trial ($19/month)Designed specifically for real estate professionals
On-line vs. Off-line Reputation
Social Networks have changed the way we do business…presenting new
opportunities to connect with our audience.
Traditional News Release Tactics
Today’s News Release Tactics
Media Coverage
Total Impressions: 202,988
Total Reads: 1355
Online Results
SEO Optimized News Releases
Optimized releases rank higher in search results and have longer life spans on the web.
Best Practices
Keywords:Headline and sub-head should contain relevant keywords. Look for additional ways to include high volume keywords throughout text.
Enhanced URL:Search engines look at the keywords used in a hyperlink to a website when they are ranking that website. Make sure your release uses targeted keywords and links pointing back to your site for an SEO boost for your website.
Best Practices (continued)
Embedded Keywords:Embed hyperlinks into relevant keywords to increase your web ranking and drive traffic to your website.
Multimedia Content: Adding a news image or video to your release will not only make your news release more graphically pleasing and likely to be read, but it will also ensure your news is indexed in image search engines and create more visibility for your message.
SEO Optimized News Releases
Online Distribution Options
Paid Options• PRNewswire ($300 -
$900)• PRWeb ($80 - $360)• PitchEngine ($29)
Free Options• OnlinePRNews.com• PR.com• PRLog.org
www.StarOnePR.com($10 - $15)
Press release submitted to top 70+ press release portals
Four SEO "Hyper-links" will be included in the press release
Submission within 24 hoursGoogle search results report