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Anatomy of a Consumer Outreach Program Anatomy of a Consumer Outreach Program

2 There’s Never Been More Ways To Reach Consumers … It’s Never Been Harder 2 There’s Never Been More Ways To Reach Consumers … It’s Never Been Harder to Reach Them 2017 ASSOCIATION EXECUTIVES INSTITUTE

DEFINE YOUR WHY • Value of a REALTOR® • Market Conditions • Advocacy 2017 DEFINE YOUR WHY • Value of a REALTOR® • Market Conditions • Advocacy 2017 ASSOCIATION EXECUTIVES INSTITUTE

DEFINE YOUR TARGET CONSUMER 2017 ASSOCIATION EXECUTIVES INSTITUTE DEFINE YOUR TARGET CONSUMER 2017 ASSOCIATION EXECUTIVES INSTITUTE

5 DEFINE YOUR SUCCESS Campaign Awareness Engagement (CTRs) ROI 2017 ASSOCIATION EXECUTIVES INSTITUTE Site 5 DEFINE YOUR SUCCESS Campaign Awareness Engagement (CTRs) ROI 2017 ASSOCIATION EXECUTIVES INSTITUTE Site Visits/Visitors Page Views Social Sentiment Content Sharing Realtor Value Survey Realtor Brand Lift

KEY TO SUCCESS MEMBER BUY-IN MEMBER LED 2017 ASSOCIATION EXECUTIVES INSTITUTE KEY TO SUCCESS MEMBER BUY-IN MEMBER LED 2017 ASSOCIATION EXECUTIVES INSTITUTE

Media Relations Media Relations

8 8 Media in transition Opportunities • More information sources • Growth of social 8 8 Media in transition Opportunities • More information sources • Growth of social media 2017 ASSOCIATION EXECUTIVES INSTITUTE • Fewer reporters, traditional outlets • Clutter Challenges

9 What is news? • • • Often driven by controversy Relevant to target 9 What is news? • • • Often driven by controversy Relevant to target audience New, timely, local developments Important, interesting, entertaining, inspirational Whatever editors and producers decide 2017 ASSOCIATION EXECUTIVES INSTITUTE

10 What can you offer? • Real estate naturally garners attention • Have something 10 What can you offer? • Real estate naturally garners attention • Have something newsworthy to say • Expertise, trustworthiness • Accessible, candid and honest • Story idea sharing • Be a resource on a range of topics (real estate and beyond) • Offer advance or embargoed info • Extend briefings/ backgrounders on complex issues 2017 ASSOCIATION EXECUTIVES INSTITUTE

11 How to be effective Only make information available Right message Right medium Lost 11 How to be effective Only make information available Right message Right medium Lost in the clutter Effective communications Right messenger Right audience 2017 ASSOCIATION EXECUTIVES INSTITUTE

12 Consumer Insights • New, interesting angles to evergreen real estate advice • Polls, 12 Consumer Insights • New, interesting angles to evergreen real estate advice • Polls, research • Unbiased advisor voice on a range of topics • Tell a story • Weave in Realtor® value messages 5 tips for spring homebuyers 2017 ASSOCIATION EXECUTIVES INSTITUTE ü Will homes be “sold out” by spring? 5 insider tips for buying in a seller’s market

13 Advocacy Information Messages that don’t work: • The great policy work you’re doing 13 Advocacy Information Messages that don’t work: • The great policy work you’re doing • Why an issue is important • Your policy position or opinion on an issue • How your work is protecting their interests Messages that do work: • Meaningful and relevant to the target audience • Consistent with wants/needs and values Realtors® oppose suspension of Heads up homebuyers: Some FHA mortgage premium rate mortgages are about to cut become more expensive 2017 ASSOCIATION EXECUTIVES INSTITUTE

14 Data/Market Information • Be the go-to source for market data • Offer more 14 Data/Market Information • Be the go-to source for market data • Offer more than just data • Analysis, context • Insight into trends • Advice, what is means for buyers and sellers Pending home sales index drops 1. 6%, prices climb in latest report 2017 ASSOCIATION EXECUTIVES INSTITUTE ü Area sees rare March home price uptick; sales down but market still tilts toward sellers

15 Adapt your strategy • Focus on 2 or 3 initiatives • Learn what 15 Adapt your strategy • Focus on 2 or 3 initiatives • Learn what works; move on if it doesn’t • Be your own content provider • Consumer microsite or blog • Consumer facing social channels • Facebook Live or You. Tube videos • Make use of visuals 2017 ASSOCIATION EXECUTIVES INSTITUTE

Social Media Social Media

17 Content That Works INFOGRAPHICS PHOTOS 2017 ASSOCIATION EXECUTIVES INSTITUTE VIDEO PODCASTS 17 Content That Works INFOGRAPHICS PHOTOS 2017 ASSOCIATION EXECUTIVES INSTITUTE VIDEO PODCASTS

18 2017 ASSOCIATION EXECUTIVES INSTITUTE 18 2017 ASSOCIATION EXECUTIVES INSTITUTE

19 2017 ASSOCIATION EXECUTIVES INSTITUTE 19 2017 ASSOCIATION EXECUTIVES INSTITUTE

20 Social Media Storytelling • Personalize • Stand Out • Be Subtle, But Effective 20 Social Media Storytelling • Personalize • Stand Out • Be Subtle, But Effective • Be Consistent • But Don’t Be Clichéd • Push the Envelope • Don’t Sell Yourself Short 2017 ASSOCIATION EXECUTIVES INSTITUTE

21 Social Media Storytelling • Tell Local Stories • People take pride in where 21 Social Media Storytelling • Tell Local Stories • People take pride in where they’re from and support local businesses on social media and in the real world. • Be Authentic • The best marketers and communicators have always used storytelling to connect and inspire an audience to act. 2017 ASSOCIATION EXECUTIVES INSTITUTE

22 Social Media Storytelling • Snapchat • Instagram Stories • Facebook Live • Engagement 22 Social Media Storytelling • Snapchat • Instagram Stories • Facebook Live • Engagement and interaction from your followers are all that matter. Snapchat has higher engagement than any social network on the planet right now. 2017 ASSOCIATION EXECUTIVES INSTITUTE

23 Don’t Be Scared to Live Tweet Tell people you are live tweeting Use 23 Don’t Be Scared to Live Tweet Tell people you are live tweeting Use hashtags and handles Promote your hashtag (and research that not in use) Be consistent Photos! End with where to find more information 2017 ASSOCIATION EXECUTIVES INSTITUTE

24 Periscope Live streaming Events, promotions 30 sec is too short— 30 min too 24 Periscope Live streaming Events, promotions 30 sec is too short— 30 min too long Build it into communication plan Save the video and post to You. Tube 2017 ASSOCIATION EXECUTIVES INSTITUTE

25 Social Media Best Practices • DON’T feed the trolls • DO have a 25 Social Media Best Practices • DON’T feed the trolls • DO have a plan • DON’T discount the value of what you’re doing for clients and the community. • DO show it off, don’t keep it a secret…have fun! 2017 ASSOCIATION EXECUTIVES INSTITUTE

Member Engagement & Buy-in Member Engagement & Buy-in

27 You aren’t sending messages, you’re story telling with value, building trust and “brand” 27 You aren’t sending messages, you’re story telling with value, building trust and “brand” to gain eyes. 2017 ASSOCIATION EXECUTIVES INSTITUTE

28 Brand building is a journey. Nail your subject lines and have a point 28 Brand building is a journey. Nail your subject lines and have a point to each and every message. 2017 ASSOCIATION EXECUTIVES INSTITUTE

29 Humanize the message and make sure it’s shareable. 2017 ASSOCIATION EXECUTIVES INSTITUTE Members: 29 Humanize the message and make sure it’s shareable. 2017 ASSOCIATION EXECUTIVES INSTITUTE Members: FHA Condo Financing just got easier. Click here for info. Buyers: New inventory just opened up, call your REALTOR! Sellers: It just got easier to sell your condo. Call a REALTOR.

30 Have ambassadors help deploy it and success stories. 2017 ASSOCIATION EXECUTIVES INSTITUTE 30 Have ambassadors help deploy it and success stories. 2017 ASSOCIATION EXECUTIVES INSTITUTE

31 Don’t be afraid to repeat important messages, but make sure they’re memorable. 2017 31 Don’t be afraid to repeat important messages, but make sure they’re memorable. 2017 ASSOCIATION EXECUTIVES INSTITUTE

32 The more you make the member look good in front of their clients, 32 The more you make the member look good in front of their clients, the more apt they’ll be to buy-in. 2017 ASSOCIATION EXECUTIVES INSTITUTE

33 All this and more at: nar. realtor/ae/communicatio n-resources 2017 ASSOCIATION EXECUTIVES INSTITUTE 33 All this and more at: nar. realtor/ae/communicatio n-resources 2017 ASSOCIATION EXECUTIVES INSTITUTE

34 Thanks! David Greer Vice President, Media and Consumer Communications dgreer@realtors. org / @davidgreer 34 Thanks! David Greer Vice President, Media and Consumer Communications [email protected] org / @davidgreer 10 Sara Wiskerchen Managing Director, Media Communications [email protected] org / @narmedia TJ Doyle Director of Executive and Digital Communications [email protected] org / @narsocial Nobu Hata Director of Member Engagement [email protected] org / @nobuhata 2017 ASSOCIATION EXECUTIVES INSTITUTE