Town social media

PERSONAL BRANDINGAND SOCIAL MEDIA

“Regardless of age, regardless of position, regardless of the business we

happen to be in,all of us need to understand the

importance of branding. We are CEOs of our own companies:

Me Inc.

To be in business today, our most important job is to be head marketer for

the brand called You.”

Tom Peters – Fast Company

FINDING YOUR SOCIAL IDENTITY

Choose a handful of personal qualities about yourself that you want to be known for.

Ask yourself the following questions:

• What interests you most?• What will you have fun executing?• What could you be most consistent with?• What do you want to use social media for?

FINDING YOUR VOICE

Some content you can specialize in:• Home Décor• Sports• Family Life• Fitness• Restaurant Reviews

Make sure you don’t try to focus on too many things – it’ll be harder for someone

to remember any of it.

Make sure you’re honest with yourself – pretending to be something you’re not

never works well.

FINDING YOUR VOICE

.

Hungry Domaine

FINDING YOUR VOICE

Once you find out what your online voice will be, you have to be accountable!

Stay in touch! – Create posting calendars for yourself so people can look forward to seeing your posts

Stay relevant – post timely articles or photos that are of interest to you

Stay Personal – Post photos of you and your family/friends

FINDING YOUR VOICEExample: Claudia Saez Fromm and The New York Life

HAVE FUN! Social media may seem like a full time job, but once you get the hang of it, it will be second nature!

• SHARE• We’re not competing! Share

friends’ posts• Share news articles by using the

share button instead of merely linking.

• COMMENT and TAG• Comments make people feel

more special than likes. Fact.• Tagging other people in your

posts brings your content directly to their attention.

FINDING YOUR VOICE

PERSONAL VS. PROFESSIONAL

Everything on the Internet is public..

Always be thoughtful when publishing your opinions and personal life on the Internet. • Personal :• Always maintain a positive

demeanor• Be cautious of the photos you

share (risque clothing or behavior)

BRIDGING THE GAP

BRIDGING THE GAP BETWEEN YOUR AUDIENCE AND YOU

The number one source for real estate listings is referrals

Social media is your opportunity to engage with your clients on a regular basis

• Stay top of mind by becoming the authority (the topic is up to you)

• Stay in people’s news feeds by posting to facebook 5-7 times a week

• Stay consistent on twitter by sharing relevant articles and posting fun and exciting updates

As long as you stay top of mind, they will remember to refer you to friends and connect with you when the opportunity arises.  

Only 14% of consumers trust ads75 % trust peer recommendations

FACEBOOK

Facebook is the largest social media platform and has 1 billion users as of October 2012. Facebook was created with the intention for users to be able to connect to friends and family by liking pages. Users can tag their location in status posts, upload photos or video to their profiles or load them into albums.

• Facebook captures 1 in every 11 internet visits in the US• The average visit to Facebook is 20 minutes• 20% of users earn over $100k per year

Leverage your personal relationships on social media

Use your Personal Facebook profile• Allow people to Follow your public

updates• Don’t be afraid to send a friend request

to a client with whom you have a good rapport

Enable the Follow feature:

• Click in the top-right of your screen• Select Account Settings• Click Followers on the left side• Check the box next to Allow Followers

*Followers will see posts made to your Public audience

Action Items

Enable email and Mobile Notifications• Real Estate can be a fast moving

industry, don’t slack with your replies to clients and friends on Social Media

• Periodically check your feed and comment on your friends/clients posts

Action Items

Start listing your friends:

• Click the Home link (along the top-right of every Facebook page)

• Find the list you want to edit in the left column, or click the More link next to Friends

• Select the list you want to edit or click Create a List

Action Items

Start listing your friends:

• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right

• Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right

Action Items

Facebook Recap:

Use Your Personal Profile• (Exceptions for those who already have large

followings on their business page. )

Enable the Follow Feature

Begin Grouping your friends

Today: Post a photo of you and your family/friends in NYC

TWITTER

Why Twitter?

Twitter is an invaluable tool when trying to create one’s brand.

It allows for direct and constant communication with current clients, potential clients, and millions of informed individuals

• 360 Million users• 25% earn over $100k per year• 51% have a college degree

Building audiences: • 69% rely on friends suggestions for

followers

TWITTER Buzzwords

Hashtag- Using the # symbol before a phrase will create a link

Benefits to using hashtags:• Categorizes tweets and conversations• Helps to show topics more easily in Twitter

Search• Clicking on Hashtagged words shows you all

the other tweets marked with that hashtag

TWITTER Buzzwords

Handle- A user’s handle is the username they’ve selected and the accompanying URL, like

http://www.twitter.com/townresidential

ListsCurated groups of other Twiitter users. Used to tie specific individuals on a group

MentionsMention another user in your Tweet by including the @ sign followed directly by their username is called a “mention”

Profile: • Describe yourself and your job in your “About Me”• Link it to your TOWN page by using a link shortener• Add TOWN’s handle @townresidential and mention TOWN in

your bio

10% Links to your own listings on Townrealestate.com

10% Link to other people’s content (News, Press, other interests)

20% Talk business or share your own marketing material

40% The remaining 40% should consist of personal interaction, small talk, commenting and networking

Content Mix:

Begin using a 3rd party tool to help you post. We recommend HootSuite• Download the HootSuite browser button which

allows you to share articles without going to twitter

(http://hootsuite.com/features/extensions)

• HootSuite will shorten links which allows for more characters in your Tweets

• Share content from Around TOWN emails, the corporate Facebook Page and YouTube

• Share your listings, but focus on one interesting aspect• Tweet How-To’s. YouTube and design blogs have great

articles about DIY, Home Décor, and even recipes• Geographic info – become the go-to in your

neighborhood• Ask questions. Ask for opinions.• Share photos• Be Funny/friendly/inspirational – Share great quotes

using #qotd (quote of the day)• Try to use a hashtag in every Tweet to increase your

virality, tag other businesses in your Tweets instead of using names

What to Tweet:

Use the search functionality to find new followers and potential clients

• “Moving to NYC”• Relocating NYC• NYC News• West Village News, East Village, etc.

Search

Use the search functionality to find new followers and potential clients

• “Moving to NYC”• Relocating NYC• NYC News• West Village News, East Village, etc.

Search

Search

Advanced Search

twitter.com/search-advanced

• Follow people that want to follow you (people talking about your topic)

• @reply even people who don’t follow you• Interact with influencers• Add yourself to twitter directories like

www.wefollow.com, www.twello.com

Grow your following

• Industry Peers and professionals

• Experts (RE, Social Media, Marketing, etc.)

• Client List (private)• Local Competition

(private)

Create and Subscribe to Lists

Action Items

Create a public list, a private list and subscribe to a list of interest

• Go to your Lists page. This can be done via the gear icon drop down menu in the top right navigation bar or by going to your profile page and clicking on Lists.

• Click Create list.

• Enter the name of your list, description and select if you want the list to be private or public

• Click save list

Action Items

• Use the hashtag #TownLoves[neighborhood] in 5 Tweets

Use #TownLoves Hashtag

• Follow 5 real estate reporters or editors

Action Items

• Jason Shefftell, NY Daily News @NYDNRealEstate

• Lauren Schuker Blum, WSJ @laurensblum• Candace Jackson, WSJ @candace_jackson• Michelle Higgins, NYTimes @michellehiggins• Vivian Toy, NYTimes @VivianSToy• Matt Chaban, Crains @MC_NYC• Kathy Clarke, The Real Deal

@KathyClarkeNYC

LINKEDIN

As LinkedIn is very much a personal networking site, we encourage all employees of TOWN Residential to fill in their profiles thoroughly.

Every section needs to be filled with detailed keywords about what you do.

• Link back to the Company Page• Encourage endorsing of friends within

the company• Add Skills: Buyer Representative,

Seller Representative, Townhomes, listings, existing home sales, new home sales, condominium sales, co-op sales

TOWN CORPORATE SOCIAL MEDIA COMMITMENT

TOWN facebook

CORPORATE COMMITMENT

Articles posted to the blog will be shared on to a larger audience via Facebook and Twitter

Interesting Representative content will be shared via Facebook several times a month

Representatives will be tagged in articles or photos in which they’re featured

TOWN twitter

CORPORATE COMMITMENT

Articles posted to the blog will be shared on to a larger audience via Facebook and Twitter

Interesting Representative content will be shared via Facebook several times a month

Representatives will be tagged in articles or photos in which they’re featured