costar webinar social media for brokers - facebook
DESCRIPTION
CoStar Social Media Webinar Slide Deck - facebookTRANSCRIPT
Social Media for Brokers:
Making Friends with Facebook
March 27, 2013
Today’s Presenters
Coy Davidson Senior Vice President
Colliers International –
Houston
Angela Brown Communications
Manager
CoStar Group
Today’s Presenters
facebook.com/TenantAdvisor
@CoyDavidsonCRE
linkedin.com/in/houstonofficespace
plus.google.com/105557945022210548581
coydavidson.wordpress.com
Coy Davidson Senior Vice President
Colliers International – Houston
www.coydavidson.com
Today’s Presenters
Angela Brown External Communications Manager
CoStar Group, Inc.
costar.com
facebook.com/CoStarGroup
@TheCoStarGroup @angelambrown
linkedin.com/in/angelambrown
Youtube.com/costargroup
gplus.to/CoStarGroup
Housekeeping
Recording and slides
A link to a recording of today’s presentation will be available
tomorrow – keep an eye on your inboxes for the link and a PDF
of today’s presentation
Questions
Questions will be addressed at the end, but you may submit
them at any time both through gotomeeting and Twitter
Please use the hash tag #CoStarSocial when live-tweeting
during this program or submitting questions via Twitter. Send
questions to @TheCoStarGroup.
What We’ll Cover
Facebook…
What you can do with
Profiles vs. Brand Pages
Getting Started
Getting the Most out of
Timeline
…for brokers
Why Facebook?
Who are you connected to?
Creating a Killer Business
Page
What should I post?
Can it really work for me?
Facebook…
What you can do with
Quick Facts About Facebook
1 BILLION +
MONTHLY ACTIVE
USERS
42% OF MARKETERS
SAY FACEBOOK IS
CRITICAL OR
IMPORTANT TO THEIR
BUSINESS
Sources: CMS Wire, February 2013;
Facebook Newsroom, March 2013; Hubspot, September 2012
680 MILLION MONTHLY
ACTIVE USERS ON
FACEBOOK MOBILE
PRODUCTS
43% OF
CUSTOMER ACQUISITION
B2B 43%
What Can You do with Facebook?
Personal or company branding
Tell your company’s story
Humanize your brand
Facilitate content engagement
Promote other channels
Myths vs. Facts
Myths
My business doesn’t
have anything to post.
I don’t have
time/resources for
Facebook.
We’ll never get
enough members,
comments or likes on
our page.
Facts
If you have a company
blog, videos, photos or
regular news, you have
content.
A broad range of tools
make staying social easier
than ever.
Is that the real value?
Engagement is important,
but lead generation and
customer service are most
important.
Profiles vs. Brand Pages
Profiles vs. Brand Pages
Profiles Brand Pages
Post scheduling X √ Seamless integration with third-party tools
X √ Facebook Insights X √ Administrative area X √ Friend requests – require approval √ √ Likes – no approval needed X √ Management through Page Manager app
X √ Managed through native Facebook app √ X
Administration from multiple users
X √
If you Have a Profile for your
Business…
There is hope.
Account conversion instructions can be found
here http://on.fb.me/UnK6is.
Getting Started
Getting Started
Think about…
What are you seeking to get from Facebook
that’s different from other sites?
Who will administer the page?
How often will you post?
What types of content will you post? What do
you need before you publish?
What will you call the page?
Getting Started
Getting the Most out of
Timeline
Getting the Most out of Timeline
Use opportunities
to brand your page
Use applications to
incorporate other
sites
Getting the Most out of Timeline
Getting the Most out of Timeline
Getting the Most out of Timeline
Embrace images
Highlight or “pin” important posts
What’s Coming?
Is Facebook Right for You?
Facebook is ideal for:
Real-time testimonials
Deep content engagement
Diverse types of content
Promoting company news/thought leadership
Generating leads
Solving customer service problems
…for brokers
Sometimes Business is Personal
LinkedIn is the standard as far as the social network
for business but many people are not active on
Linkedin.
Twitter is a fantastic tool for creating visibility and
discovery but it is still far from mainstream.
Facebook is the most ubiquitous of all the social
networks and while many business executives don’t
use facebook for business purposes, many spend
time on the platform.
Sometimes Business is Personal
Who are you connected with online?
People do business and refer business
to people they know, and trust
Existing Clients: How often do you speak with them?
- Strengthen relationships
Friends: Do they know exactly what you do?
- Educate them to refer you business
Colleagues -Brokers in other cities/markets
- Develop new relationships
Personal Account vs. Brand Page
Private – only people I friend can see my personal page
Public – just like your website or blog
They both can play a role in your facebook
strategy
Facebook Pages
Creating a Killer Business Page
Cover Photo
Custom
Tabs About Section
Page Name
Profile Photo
What do I Post on my Page? The Status Update
Build an Active and Informative Wall
I like to think of my Facebook business page as
my online newsletter with a little personality.
• Relevant articles to CRE, Technology and the Economy (news
source)
• What’s happening in my market and niche
• Photos & Video (every one loves photos & video)
• Announcements (what’s going on in my business, market)
• Blog Posts
• Status updates with a little personality (successes, challenges,
frustrations, humor)
• Monitor, participate and respond to comments on your wall
This is personal branding. People want to
connect with a person not a logo.
Discuss hot topics and
share your commercial
real estate expertise
Highlight your success, but only occasionally
Promote others and
share posts from other
pages
You don’t always have to talk
about commercial real estate
Use Video and Lots of Photos
Comment on other Facebook Pages
Can this really work?
Its not about the number of likes or friends. It’s about who
you are connected with and what you do with those
connections.
Questions?