topic: how to create your social media plan of...

Social Media Webinar Summit

July 25th, 2013 How to Create Your Social Media Plan of Action

Social Media Webinar Summit – with Brad Korn

www.coachkorn.com © 2013 COACH KORN . ALL RIGHTS

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Topic: How To Create Your Social Media Plan of Action

Who is Coach Korn?

#1 in sales for 8 years in a row Keller Williams Eastland Office

Top 10 in Keller Williams Greater Heartland Region

National Trainer/Speaker on Keller Williams International Faculty.

Business Coach & Founding member with John Maxwell Team

March 2007 featured as Howard Brinton's StarPower Star of the month Interview.

Speaker/Trainer/ and now, owner for Cyberstars (Nationally recognized for technology training)

Certified Business Coach for MAPS, KW coaching company

Featured in Realtor Magazine, April 2002, Website chosen as Top 10 Most Profitable Websites.

Winner of National "Who's Gonna Make it Big" Contest with HomeStore.com and Realtor.com

Speaker/Trainer for Several Real Estate Functions, including several WCR (Women's Council of Realtors) and Regional Conferences in Missouri and Florida.

Participate

If there is anything you want to know about the Social Media Systems that is not included in this action guide, email your questions to Coach Korn with "Social Media Summit" in the Subject line or find out how you can schedule a one on one coaching call with Brad. We’ll do our best to address your issues. Email: [email protected] Phone: 816-220-1661 Fax: 913-563-6835

mailto:[email protected]





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Following the Proven Models

Why Are You in this Session?

In the book SHIFT, Gary Keller says that your website’s success is measured by the number of appointments it generates. In today’s session, we’ll talk about the elements of a great website which are proven to help you capture more leads that become appointments.

Gary also says, “No matter how great your website, if no one ever visits it then it is, in effect, useless.” In addition to a great website, you need a great lead generation plan to bring people to it.

You have a wide range of options when choosing lead generation methods. The Path of the Internet Consumer 2.0 model shown illustrates how you can use social media, such as your networking tools (Facebook and LinkedIn) or microblog (Twitter) and Google Plus posts to point people to your blog entries (on WordPress) or to your website searches or content. Within your blog or website, you may develop separate niche sites. You could plus any of these tools with media sharing, such as YouTube videos. All of these methods will further promote your unique brand and help you increase your share of online leads. You’re increasing awareness about the value you can provide.

You’re here today to learn how to effectively and efficiently incorporate social media into your lead generation each day.





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Who is In Control?

So, what is social media? Unlike traditional media—newspapers, radio or TV which deliver information one-way—social media allows for two-way communication and creates a dialogue that takes on a life of its own, unique to the people participating in it. And whereas traditional marketing media is agent-controlled, social media is consumer-controlled. It’s Web 2.0. And it dramatically changes the way we market ourselves and engage with customers.

According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries…

• Recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising

• 90% of consumers surveyed said they trust recommendations from people they know.

• 70% also trust consumer opinions posted online.

• 75% of business executives rely on professional networks to support business decisions.

• 83% of business professionals say they trust information obtained from online networks.

(Source: Jive Software, “Harnessing the conversation economy: Business strategies for meeting customers on their own turf”. 2010.)

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See Things through the Eyes of Your Clients

1. In the space provided, indicate the group of clients you serve or wish to

serve. For example First-time home buyers, Investors, Vacationers,

Distressed property owners, Luxury, Commercial, (other)

My Clients:

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2. Create a list of at least ten keywords or phrases that clients in this group would be likely to use when thinking about their real estate needs. For example, “lincoln park chicago homes for sale,” “southampton estates,” “fixer uppers in springfield mo,” “colorado springs military family townhome,” “90210”





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3. Keep your list where you can refer to it often because you should always keep it in mind when engaging on social media platforms. This helps you stay connected to your clients and ensures you provide content they find relevant and valuable—something that is meeting their needs. Hyperlocalism is key, as you’ll see. Just as your offline marketing efforts are designed to serve your niche, all of your online efforts should as well.

Get Your Social Media Site Registered

Use Namechk.com to set up free Social Media Sites

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Why Facebook?

FaceBook is by far the #1 social networking site in North America. As of January 2011, at least 6 million users were counted. Are you one of them? Is this car on your train? And are you making the most of it? We’ll talk about best practices to maximize your time and lead generation efforts on this powerful social media platform.

You’ll start by creating a profile, or, if you’ve already done this, a business fan page for your niche. Think of the fan page as a way to do “micromarketing” to very specific markets.

Once you have a profile, you can start connecting with others by “friending” them. And once you have a fan page, you’ll invite others to “like” you.

You can start or join common interest groups. You can also use Facebook to organize and invite people to events.

Tips on a successful daily routine for Facebook and how your posts are both

personal and professional in nature. It is important to understand that here, your professional and personal spheres can and do overlap. This is a suggestion daily

schedule of how a structured, disciplined approach to using Facebook could look:

• Morning post: Personal, then business. “It’s a great day, about to go work out, going to meet with some great people today who are interested in listing their homes.”

• Midday post: Purely business. Emphasize a success story, while passing the kudos onto others. “Homes have been selling on average in 30 days, but the Smiths sold their home in 3! Congratulations, Smiths! By tagging them, his note would also appear on the Smiths’ Facebook wall, where everyone in their sphere could see it.

• Evening post: Business, then personal. Stays positive and emphasizes who he is. “Had a great day, listed three properties, on the way to have dinner with the family.” John doesn’t check his Facebook posts all day long, just three short checks per day.

Do…

• Listen before you talk. If you went to a party where you knew no one, you would do well to hang back and spend some time taking in the room, the people, and the mood before jumping into or starting conversations. By observing first, you learn what is appropriate and acceptable, and what isn’t. It works the same way on Facebook.

• Time-block Facebook activities every day, like John does. Or, as Brad Korn recommends, replace some of the phone calls in your touch campaigns with social media touches. Make these touches personalized and genuine for each contact; read their news feed first so that you can mention their specific news when you reach out to them.

• Provide value. Your posts should always aim to provide education, entertainment—or both—and elicit a response.





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• Engage your friends and fans and attract new ones by being interested. Ask questions and comment on other’s posts. You have to participate, not just lurk. And—very important—bring value to the discussions in which you engage.

Don’t…

• Forget the fine line between personal and professional business. Don’t post anything you wouldn’t be comfortable with your clients—current or future—seeing. Learn how to “untag” yourself in photos that people in your personal network might post, such as that picture of you and your friends at Mardi Gras 10 years ago. It’s perfectly fine to post photos of your family, but you might want to restrict who sees those.

• Be a “post” – be a person! Do not just post updates without listening as well. And definitely don’t merely advertise listings. Sue Adler says, “Don’t throw all your listings out on FaceBook—people will “hide” you if they keep seeing those coming through on newsfeeds.”

Keep relationships purely online. Connect with your Facebook friends by phone or in person as well.

Technology Can't Replace Faceology

That last point bears repeating. With all the opportunities for interacting online, there is still no better way to engage consumers and truly understand their needs than to communicate with them in person.

When studying communication, we often hear about the 7%-38%-55% rule, which came out of a famous UCLA study. The study concluded that there are 3 elements in any face-to-face communication – (1) the words we use, (2) our tone of voice and (3) our facial expressions and body language. Each of

these elements carries a certain amount of weight in accurately conveying a message from one person to another.

• 7% of our message is conveyed through the words we use

• 38% is conveyed through the tone of our voice

• 55% is conveyed through facial expressions and body language

In short, what we say is just a very small factor in how we communicate—only 7%. How we say those words is 93% responsible for our message being accurately conveyed. If we only communicate with our sphere, customers, and prospects online, then we’re limiting the richness and authenticity of those relationships.

Gordon Watson, who is ranked in the top 1% of Realtors nationwide and is a certified Mike Ferry Organization trainer, puts it this way, “Technology can never replace faceology.” You can never put enough smiley faces in your online communications to take the place of a real smile or hearing warmth and enthusiasm in someone’s voice.





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YouTube is the 2nd most popular search engine (after Google) and the average viewer spends 15 minutes daily on YouTube.

Jay Papasan says, “YouTube empowers you to cheaply and easily share multimedia content throughout your Internet world. If a picture is worth a thousand words, what’s the going rate for a YouTube video testimonial?”

YouTube effortlessly connects to all your other social networks.

1. Plan your videos. You should always have a goal in mind before you start. Video goals typically fall into 3 categories:

a. Video walkthroughs of properties for buyers or sellers

b. Videos to position you as the lifestyle/community expert.

c. Videos to position you as the market/industry expert.

Keep in mind

1. Shoot and edit your videos. This will require—at a minimum—a smartphone with a video recorder and internet access. You can get fancier, but start small and simple at first. Master the basics.

2. Store your videos on YouTube. They will “live” there on your channel. But, viewers most likely won’t happen upon your channel and just sit there viewing videos. To attract viewers, you need to share your videos.

Share your YouTube video links on your other social media platforms, or embed them into your blog and website.

Make it a habit of creating a video tour of all properties you list. Just carry a video recording device with you every where you go. This is becoming an expectation among younger generations, tech-savvy clients and luxury home clients.

You can also send prospective buyers a video preview of a home that meets their search criteria. If the listing agent has not created a video walkthrough, this is your opportunity to shine. A bonus is that it saves you and the buyer time—you can create the video at your convenience

and it saves the buyer a trip.

Create videos to position yourself as the local market or industry expert; the local economist of choice. Sue Adler throws client appreciation parties and walks around the party with a video recorder. Her clients enjoy a fun evening while she collects valuable testimonials, which she then uploads to YouTube and embeds on her website. It also shows her sense of style and the value she provides her clients





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The Ultimate Goal

Your Blog Attracts Visitors to your Blog and Website

A blog is literally a “web log.” It’s nothing more than a website that serves as an online diary. Techy Realtors will tell you the only difference between a blog site and your website is that on your blog, you write in English, not code.

Blogging is a way to position yourself as the expert and authority in your niche. When you blog well on a consistent basis, readers will come to know your blog as a reliable place to go for fresh, meaningful information. By including video in your blog, you’re adding more of your personality to this platform.

Blogs also help your Google search rankings when you use hyperlocal content.

Think of a blog you’ve read—not necessarily real estate related. Is there one that you follow? Why? Smart and witty? It’s always changing? Short? Hot topic? Controversial?

Many agents use Active Rain as their blogging platform—also free—which has been proven very effective for agent-to-agent communication. Another free site is Blogger.com. WordPress is fairly easy to use—no technical knowledge required—yet if you are techy, it can be more customizable (i.e., you can brand your blog) and a more engaging platform for consumers. Each month, there are 293 million viewers of 2.5 billion pages on WordPress. If you decide to blog regularly, you can always link your WordPress blog to your Active Rain blog later.





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Blog Do's and Don'ts

Do…

• Write clear and compelling headlines that include your keywords. One great way to write a headline that grabs readers’ attention is to point to their pain—put some fear into them (“Are you keeping your home from selling?”). You could also include a call to action or a present your blog post as a list (“10 steps to getting a price reduction”).The list format works especially well because it makes the job of actually writing the blog post easier—you can simply write your post in the form of a numbered or bulleted list.

• Keep blog posts simple and to the point; offer small bites of relevant, practical info. Think about the user—they’re multitasking and may only have a few minutes to spend reading your blog.

• Include a link to your website IDX page. Remember the goal of your blog is to drive traffic to your website—and not the home page, but the property search page—so users will be compelled to register and provide you with their contact information.

Don’t…

• Write about what interests you, write about what interests your readers. Stay on top of what clients and potential clients in your niche want to know by keeping up with their tweets and Facebook posts and by keeping up with local news.

• Let it get stale. Fresh content helps you rank higher in search engine results, and maintains your credibility. Give readers what they want by contributing to your blog regularly. Leverage help if needed.

• Worry less about whether your blog is grammatically correct and more about how many people will find it. Only repeat keyword phrase or phrases 2-4% of the time in every post, starting and ending your past with the keyword phrase and including pictures and/or video in your posts. Not only do blogs containing visual information provide more interest, they will rank higher in search engine results than blogs that contain text only. At the same time, take care not to overload your blogs by repeating your keyword phrase too often. Be sure you write for people, not for search engines.

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Great Elements of a Website

Your Website needs to Capture Visitor Contact Info

1. Branding—Does your website enhance and reinforce your image?

2. Functionality—Do you provide tools that consumers can use to find what they’re looking for? Do you make it easy for buyers to search for properties? Can sellers easily find comparative data and information to help them sell?

3. Stickiness—Is your content timely, relevant and keeping people glued to your site? Do people keep coming back to your site because they see you as their local expert and source of information?

4. Calls to Action—Are you giving consumers a reason to provide their contact information?

Additional Tips for a Great Website

• Design your website from a consumer perspective

• Use consumers’ keywords in domain name and content. What words would YOU use if you were looking to move to a new area or sell your home?.

• Offer buyers and sellers local, relevant information. Think school or community information, property tax rates, etc. And make sure it’s easy for buyers and sellers to quickly navigate your site to find what they need.

• Keep the content current, dynamic and alive

• Link to social media, news feeds and blogs

• Embed high resolution, clean photos and videos

• Leverage help when you can

• Google can help you…

• as a source of answers if you have a technical question. Just type in your question verbatim, (e.g., “how do I add friends to groups on facebook?”)

• with its many tools and products to help your market your online brand, boost the effectiveness of your websites, and make your time online more efficient

• Outsource when possible. Perhaps a high school or college student can assist you.

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Notice

While Coach Korn has taken due care in the preparation of the coaching program, the material contained herein reflects the practices of the coaches and is not necessarily the best practices promoted by Maximum Acceleration. We cannot guarantee the accuracy of the materials. Coach Korn makes no warranties, either express or implied, with regard to the information and programs presented in this manual. Coach Korn will not accept liability for any loss or damage of any kind that you incur as a result of the use of any content provided by the Social Media Webinar Summit.

Coach Korn therefore cautions you not to assume that the results of this exercise bear any relation to the financial performance you can expect as a Coach Korn, National Association of Realtor or Realtor University. The coaching program is offered to support your professional growth by directing you toward productive activities.

Copyright notice:

All materials are copyright 2013 Coach Korn. All rights reserved.

No part of this publication and its associated materials may be reproduced or transmitted in any form or by any means without the prior permission of Coach Korn.

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