Social Media for Brokers: Making Friends with Facebook. March 27, 2013

Transcription

1 Social Media for Brokers: Making Friends with Facebook March 27, 2013

2 Today s Presenters Coy Davidson Senior Vice President Colliers International Houston Angela Brown Communications Manager CoStar Group

3 Today s Presenters Coy Davidson Senior Vice President Colliers International Houston linkedin.com/in/houstonofficespace coydavidson.wordpress.com plus.google.com/

4 Today s Presenters Angela Brown External Communications Manager CoStar Group, Inc. linkedin.com/in/angelambrown Youtube.com/costargroup gplus.to/costargroup

5 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 Twitter Please use the hash tag #CoStarSocial when live-tweeting during this program or submitting questions via Twitter. Send questions

6 What We ll Cover Facebook What you can do with Facebook 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?

7 Facebook

8 What you can do with Facebook

9 Quick Facts About Facebook 1 BILLION + MONTHLY ACTIVE USERS 42% OF MARKETERS SAY FACEBOOK IS CRITICAL OR IMPORTANT TO THEIR BUSINESS CUSTOMER ACQUISITION 680 MILLION MONTHLY ACTIVE USERS ON FACEBOOK MOBILE PRODUCTS B2B 43% 43% OF Sources: CMS Wire, February 2013; Facebook Newsroom, March 2013; Hubspot, September 2012

10 What Can You do with Facebook? Personal or company branding Tell your company s story Humanize your brand Facilitate content engagement Promote other channels

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12 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.

13 Profiles vs. Brand Pages

14 Profiles vs. Brand Pages Profiles Brand Pages Post scheduling X Seamless integration with third-party tools Facebook Insights X Administrative area X Friend requests require approval Likes no approval needed X Management through Page Manager app Managed through native Facebook app X Administration from multiple users X X X

15 If you Have a Profile for your Business There is hope. Account conversion instructions can be found here

16 Getting Started

17 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?

18 Getting Started

19 Getting the Most out of Timeline

20 Getting the Most out of Timeline Use opportunities to brand your page Use applications to incorporate other sites

21 Getting the Most out of Timeline

22 Getting the Most out of Timeline

23 Getting the Most out of Timeline Embrace images Highlight or pin important posts

24 What s Coming?

25 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

26 for brokers

27 Sometimes Business is Personal

28 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.

29 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

30 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

31 Facebook Pages

32 Creating a Killer Business Page Cover Photo Profile Photo Page Name About Section Custom Tabs

33 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.

34 Discuss hot topics and share your commercial real estate expertise

35 Highlight your success, but only occasionally

36 Promote others and share posts from other pages

37 You don t always have to talk about commercial real estate

38 Use Video and Lots of Photos

39 Comment on other Facebook Pages

40 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.

41 Questions?