Public Relations & Social Media. Public Relations What is.

Public Relations

& Social Media

PublicRelations

What is

The flow of information between an organization and

its audience

Public Relations

Differentiation

Public Relations drives sales by building credibility, increasing brand awareness, positioning you as a thought leader and differentiating you from your competition.

Public Relations vs. Advertising

Think of it as Earned Media vs. Paid Media

• Through public relations you can communicate to your audience through an objective third party.

Only 14% of buyers trust ads.78% trust the opinion of others.

• Integrated marketing (using both) is best approach.

Take the Spotlight

Be a Storyteller• Interesting

listings/auctions – research history

• Interesting stories about buyers, sales team

• Tell your story

Be an Expert• Real estate market news• Share interesting statistics• Provide tips on local news• Share tips – top 10 lists

United Country Public Relations

National Public Relations

• Goal – Raise consumer awareness about United Country and position the company and affiliates as experts, resulting in increased buyer leads and listing opportunities for all offices and attraction of new offices to strengthen our network

• Focus – National, regional, industry and trade media

Affiliate Public Relations

• Goal – Generate awareness of you, your office and position you as the experts among your local audiences by sharing information with news media in your marketing area to increase your listing inventory, sales and attract the best talent to your team.

• Focus – local media in the markets you serve

Public Relations SuccessNews Release

Media Coverage

National Successes

Public Relations Tools• Public Relations Resource Center – Intranet (

www.UCIntranet.com)• PR Department – Just a phone’s throw away

Time for a

Pop Quiz

What are these executives debating?

• “We can’t let our employees use this! It will pull them away from their work.”

• “This will allow employees to distribute content to the world and we will be liable.”

• “We will lose control of our brand!”

1997 discussions about email

The PR landscape is changing … quickly

• Print circulation is down 7 million over last 25 years

• Unique readers of online newspapers are up 30 million in last 5 years

• ABC, CBS and NBC collectively get 10 million visitors per month

• Twitter, YouTube and Facebook collectively get over a billion visitorsper month

Public Relations 1.0 (Traditional Media) - Journalists are the middlemen

Public Relations 2.0 (Social Media) - Eliminates the middleman

Social Media has turned monologues into dialogues.

Did you know that…Half of the human race is under 30?

They’ve never known life without the internet.

But wait…

Did you know the fastest growing social media demographic is 50 and over?

Where do all these people go first to find information and entertainment?

Social MediaSo, what is

Social Media is a conversationsupported by online tools like

these:

The Consumer Has More Power

I just graduated college!

I’ve got some great tips for

preparing for an open house!

2-BR 2-BA HOME!

1 ACRE WITH AN

OUTHOUSE!

2-BR FIXER-UPPER!

MOBILE HOME ON .5-ACRE LOT!

RUSTIC 1-BR CABIN!

CALL ME!

CALL ME!

CALL ME!

CALL ME!CALL ME!

CALL ME!

CALL ME!

The Consumer Has More Power

1.3 Billion Active Facebook Users

Photo Credit: Oversocilized

300 Billion Tweets Have Been Sent Since 2006

Photo Credit: Rosaura Ochoa

540 million active Google+ users

Over 6 billion hours of video are watched each month on

YouTubePhoto Credit: jonsson

What’s in it for

You

Social Media for Business

• Public relations• Targeted leads• Customer service• Loyalty building• Collaboration• Networking• Referrals• Market research • Consumer education

Getting Started• Listen

– Google Alerts• Set these up for you and your business

– HootSuite• Handles up to five social media outlets from one place for free

• Create a Plan– Be Flexible

•

• Engage• Evaluate

– Use built-in insights and analytics– Keep realistic expectations

• Be patient. Don’t expect results overnight

Post ConsiderationsAsk yourself:

Who is my audience?Where can I reach them?What do they want to learn from me?

Realize:Priority 1 – What they are passionate aboutPriority 2 – What they need to know to do their job/live betterPriority 3 – Anything so creative that it captures their attentionPriority 4 – Everything else

• 1.3 billion active users • 167 million unique visitors

per month• Over 500 million “Likes”

per day• Personal page vs.

Business page. Always keep business goals in mind on both!

• Opportunity to be the promoter of your market

• Never buy “likes” or pay to promote your page. This kills reach.

• About 1 billion users• 241 million active

Twitter users per month• 500 million Tweets a day• Updates of 140

characters or less (micro-blogging)

• Following/Followers & Tweet/Retweet

• Insert yourself into other conversations and add value

• 300 million monthly active Google+ users

• Has surpassed Twitter to take #2 social network spot after Facebook

• Circles – Helps choose correct audience for your message

• Hangouts – Be the subject matter expert.

• Communities – Add value to Conversations

• Events

• Over 1 billion unique users visit YouTube each month

• 60 hours of video are uploaded every minute

• Virtual tours, auctions footage or educate about your expertise area– Virtual tour - take a walking tour of

town or neighborhood

• It’s easy to do– Inexpensive camera options– Simple video posting

• Videos no longer than 90 seconds– Unless discussing very detailed subject

matter

In a recent study of 5,000 B2B and B2C businesses, HubSpot found LinkedIn was 277 percent more effective at bringing in leads than Facebook and Twitter, with a whopping conversion rate of 2.74 percent.

• 300 million users• Great tool for recruiting • Also useful for business

to business networking and information sharing

• Illustrate your expertise• Get recommendations!• Add value to

conversations in Groups

• The “wish book”of the Internet

• Fastest social media site to hit 10 million in history

• U.S. user spends an average of 1 hour and 17 minutes on Pinterest (Facebook 12.1 minutes, Twitter36 minutes)

• Over 80% of pins are repins• High-quality photos are

essential• Link back to your Website

on every photo

• Consider starting your own blog – ActiveRainor Blogger.

• Participate in other blogs - add value to the conversation by sharing your knowledge.

• Blog posts do not have to novels. Three to four paragraphs with photos will do.

Home Office’s Strategy

What’s the

Social Networking

• Facebook: http://www.facebook.com/unitedcountry

• Twitter: http://twitter.com/ucrealestate• YouTube: http://www.youtube.com/ucrealestate• LinkedIn: http://www.linkedin.com (search

groups)• Google+: http://GPlus.to/unitedcountry• Pinterest: http://pinterest.com/ucrealestate

Contact Information

Stephen KretsingerSenior Public Relations ManagerUnited Country Real [email protected]

Questions