Taking Your Online
Presence to the Top
Presented by:
Katie Lance
Social Media Director, Inman News
Contributing Editor, Inman Next
Facebook.com/InmanNews
@katielance
U.S. adults who use
social networking sites
– 96% of them are on
Facebook.
Source: Forrester Research, 2011
I’m on Facebook,
Twitter, LinkedIn…
Now What?
Today…
Strategy
Engaging your audience
Content creation
Little things that make a big difference (the things
everyone wants to know!)
Great strategy is
about taking the
guesswork out
of execution
“Social should be baked
into everything you do,
not added at the end of
a campaign or done on
the side” – Facebook (Best
Practices Guide)
Strategy
Know your story
What is your unique voice?
What is your brand?
How can you bring your social media platforms to
life in a compelling, authentic and personal way?
Strategy
Know your audience
Who are your supporters and followers?
How will they want to connect with you?
What content will be important to them and what
will engage them?
Strategy
Know your goals
What kind of relationship do you want to have with
the people who connect to your page?
How much time are you willing to spend updating
your page?
Defining and prioritizing your goals will help you
create your page posting strategy.
50% of the reasons why Facebook
pages, Twitter and blogs fail are
lack of engagement.
To be successful, you need to learn how to
create a conversation and get feedback
from your clients and fans
We Do Business With People We
Know, Like and Trust
Engagement
More Likely to
do Business Happy Fans
With You
More Likely to
More Web Site
Share Your
Traffic
Content
Engaging Content
Engaging Content
Engaging Content
Content is
King
“93% of marketing
professionals plan to
create content
marketing as part of
their overall strategy
in 2012.” Source: Content Marketing Institute
“44% of marketers have
decreased their print ad
budgets over the last 3 years”
“70% have increased their
social media publishing
budgets over the last 3 years”
Source: Content Marketing Institute
Keep it Simple & Fun!
Ask Questions
EXAMPLES:
Are you going to the the
holiday event downtown
this weekend? Click
“LIKE” if you are!
QUICK POLL: Have you
lived in your house for 5
or more years?
What is the #1 thing you
love about (your city)?
It is as simple as a….
“If time is money, then
attention is gold”
– Brian Solis, author of Engage!
Reply to Every Share
(this is HUGE!)
Kurrently.com
How Do You Create 30 Days
Worth of Content?
Ask yourself:
1. What do I love the most about real estate? (why do
I do what I do)
2. Why do I love this community?
Content Grid
Local Real Estate National & State Local/Community Personal Interests
Real Estate
A listing – favorite Compare home School holiday Local hometown hero
feature of the home prices – how much calendar
home can you get for
____
Story of a past client Economy update Downtown holiday Local sports team
dates
Neighborhood #1 How the recession is Best place to get a Favorite pizza joint
affecting ____ burger
Neighborhood #2 Article from state Why___ is a great Favorite coffee house
association place to live
Neighborhood #3 Article from NAR Elementary school Favorite winery
(Realtor Magazine) boundary info
Local market stats Article from Story of a relocation Coolest place to get
Inman.com client away
Home improvement/ Article from WSJ.com Story of giving back Pets w/ link to local
tips vet
10 Easy Content Sources For
Your Social Media
Camera+ app
Tout app (create 15 second videos)
Zite app (iPad)
Highlight Cam app (create easy
videos w/ photos & videos – they do
all the editing for you)
10 Easy Content Sources
For Your Social Media
Inman.com
WSJ.com, NYTimes.com, HGTV.com,
LowesCreativeIdeas.com
Patch.com (local news)
Pictures Are the Easiest And Most
Effective Things to Post!
Little things do
make a big
difference…
Twitter
HootSuite.com
HootSuite.com
HootSuite.com
HootSuite.com
HootSuite.com
HootSuite.com
10 Little Things No One
Ever Tells You About Twitter
Keep your tweets to 60-70 characters
Keep your Twitter handle short
Use hashtags when appropriate
#realtors, #realestate #mobile
Mention who authored the article –
i.e @katielance, @inmannews @wsj
Use a URL shortener bit.ly or goo.gl
10 Little Things No One
Ever Tells You About Twitter
Check your @ messages daily and
respond/thank
To get followers – you must follow people!
Follow 50 new people a day
Tweet 5-10x a day or don’t tweet at all
It’s ok to repeat tweets
You will meet the most amazing people on
Twitter
Facebook Conversion Tabs
Give people a reason to “like”
your page and creation
action: generate an email
address (a.k.a. a lead!)
LeadConversionApp.com
ShortStackApp.com
Over 60% of the people who click “LIKE”
to InmanNext also give us their email
address
Facebook Conversion Tabs
Facebook Conversion Tabs
Facebook Conversion Tabs
Growing Your Social Media
Channels
5 Must-Do’s
1. Suggest people like your page and follow you on
Twitter
2. Add social icons to your site
3. Email signature
4. Email – mention in email newsletter
5. Send out special – give them a reason why
Growing Your Social Media
Channels
Facebook Ads
• The most successful Facebook ads I’ve run are
ones promoting my page
• Target neighborhoods, people of a certain age,
employees of a certain company
Contests
• Case study: The Geeky Girls: 200% increase in
“likes” to their page
• Bookshaka.com
Five guiding principles
1. Build a strategy that is social
by design
2. Create an authentic brand voice
3. Make it interactive
4. Nurture your relationships
5. Keep learning
What’s Next?
Inman.com Next.Inman.com
Events
Agent Reboot NYC Jan.
10th 2012
www.agentreboot.com
Real Estate Connect
NYC Jan. 11-13th 2012
www.RealEstateConnect.
com
Questions?
Katie Lance
Inman.com
Facebook.com/InmanNews
@katielance