Inman 7 2010 alex chang

TBYT…or… Why & How to Focus on Facebook

Presented by: Alex Chang, CEO Roost

July 14, 2010, Real Estate Connect SF

1. Social Media - What to focus on?

2. Why Facebook

• There’s a fundamental platform shift underway – Google to Facebook

• Facebook US usage is 4-5x Twitter

• Social Networking opens up much more interesting ROI opportunities than SEO (think referrals)

• Your agents are on Facebook today

3. Your goal is to drive word of mouth referral deals...3 strategies to hit it

1. Establish your brand as a trusted expert - Constantly reinforce that image through consistent work

2. Grow your network- The size of your network (“Likers” and “Friends”) dictates the

size of your audience

3. Create engagement - Posts that get “Liked”, “Shared” & “Commented” reverberate past your network and achieve the above- High velocity of bad posts have a NEGATIVE effect (Hides, UnFriend/Unlike)

4. Metrics and measurement are your friends (even if not perfect)

• Set simple goals to start!- # Friends/“Likers”- # of posts/day- % posts that engagement (get shared, Liked, commented)

• Begin to think about how to tie to deals (tag the “lead source”)

• Track & Measure!

• Learn, recalibrate, optimize

5. Eat your own dogfood

• Only those who consume Social Media understand how to leverage it

• Use it in your personal life, or you’re eating fake dog food

• Yes, this applies to your Agents too. Good news is they’re already doing it

6. Three insider’s tips

Understand “EdgeRank”- This is the algorithm used to determine what posts make it into

the “Top News” stream- Hint – it’s about engagement

Leverage the “Open Graph” on your website & blog- Add “Like” buttons to posts to get them into FB

Facebook Insights is getting better all the time- Start to develop a competency for Facebook’s free analytics

tool, “Insights” it will pay off

7. We’re here to help

• Roost offers free and premium social tools to brokers and agents

• We also offer customized agent training on behalf of our broker partners

• We are passionate about this and happy to chat anytime, even if you’re not a customer

8. Contact us

• FB Facebook.com/Roost• Tw @Roost• Email [email protected]

• My email [email protected]• My Tw @AlexChangSF