T-Mobile stick together Internet Lead Generation Part

T-Mobile stick together Internet Lead Generation Part II: Your Social Media Business Strategy Construct a Smart Social Media Strategy Specific to Your Business Internet Lead Generation: Your Social Media Business Strategy Slide 1

Introduction 1. 2. 3. 4. Ground Rules What You Will Learn Why You Are Here How You Will Learn Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 1 Slide 2

Introduction Ground Rules 1. Arrive on time. 2. Form groups quickly. 3. Limit side conversations. 4. Turn off cell phones and pagers. 5. Be comfortable. 6. Respect time. 7. Respect each other. 8. Help each other. 9. Respect confidentiality. 10. Have fun! Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 2 Slide 3

Introduction What You Will Learn Read, underline, and share …. Internet Lead Generation Part

Introduction Why You Are Here Exercise: What do you want to learn in this class? What impact do you want this class to have on your business? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 4 Slide 5

Introduction How You Will Learn Knowledge and Skills 1. Manual • • Models and systems Stories, lessons learned, advice, and research 2. In Class • • • Skill-building exercises and discussions Your classmates and instructor Social Media Business Strategy workbook Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 5 Slide 6

Introduction How You Will Learn Accountability Methods 1. Construct a seven-day action plan 2. Select an accountability partner • • • MAPS Institute Market Center Productivity Coach Team Leader ALC members Other agents Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 6 Slide 7

Chapter 1 1. 2. 3. 4. Cultivate Your Mindset for Success Why Use Social Media? Conquer Four Social Media Myths Embark on Your Social Media Strategy Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 9 Slide 8

Cultivate Your Mindset for Success Why Use Social Media Step into the party … What will you say? 1. Will you walk in and say, “I just listed a house, who wants to buy it? ” 2. Or as you mingle with your past clients, will you announce, “I just added a pretend goat to my pretend farm!” 3. Are you going to join in the conversation as an interested family member, friend, and business professional? 4. Are you going to strengthen your existing relationships and build solid new ones? 5. Are you going to earnestly care about the people you come into contact with and offer your professional advice and analysis on real estate when warranted? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 10 Slide 9

Cultivate Your Mindset for Success Why Use Social Media Exercise: What are three purposeful actions you would take at a face-to-face networking event? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 11 Slide 10

Cultivate Your Mindset for Success Why Use Social Media Present Yourself as an Honest and Trustworthy Professional • Social media users are your clients. • 54 percent of buyers and 57 percent of sellers say the most important factor is honesty and trustworthiness, or a great reputation. • 90 percent of people of trust recommendations from people they know. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 12 Slide 11

Cultivate Your Mindset for Success Conquer Four Social Media Myths 1. I’m not a “techie. ” 2. I am afraid of privacy and security issues. 3. Social media is a big time-waster. 4. I can’t be interesting all the time. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 13 Slide 12

Cultivate Your Mindset for Success Conquer Four Social Media Myths 1. I’m not a “techie. ” Your success is empowered by your strategic skills. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 14 Slide 13

Cultivate Your Mindset for Success Conquer Four Social Media Myths 2. I am afraid of privacy and security issues. You can set your boundaries. You can determine what you will share. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 15 Slide 14

Cultivate Your Mindset for Success Conquer Four Social Media Myths 3. Social media is a big time-waster. You can see returns with 15– 20 minutes a day. It is a time-waster—if you aren’t strategic. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 16 Slide 15

Cultivate Your Mindset for Success Conquer Four Social Media Myths 4. I can’t be interesting all the time. You don’t have to be interesting, just be interested. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 17 Slide 16

Cultivate Your Mindset for Success Conquer Four Social Media Myths Exercise: Mythbusting 1. Get into groups of three. 2. As a group, discuss any other social media myths you have already encountered and how you have, or can, overcome them. 3. Share your insights. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 18 Slide 17

Cultivate Your Mindset for Success Dialogue Marketing: Your Social Media Strategy Your message matters. Calibrate your message to: 1. The motivations and interests of the people with whom you want to work 2. The market area in which you want to work Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 19 Slide 18

Cultivate Your Mindset for Success Embark on Your Social Media Strategy Few items are massively popular. More business is ultimately closed in the “long tail, ” or the niche markets. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 20 Slide 19

Cultivate Your Mindset for Success Embark on Your Social Media Strategy Exercise: Grow Your Own Long Tail 1. Think about your favorite clients. Who are they? List some notes. 2. Think about your favorite neighborhood. Where is it? What makes it unique? List some notes. 3. What makes your city great? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 22 -23 Slide 20

Cultivate Your Mindset for Success Embark on Your Social Media Strategy Exercise: Grow Your Own Long Tail, cont. 4. Circle five words or phrases you like. Construct a single niche market out of these. 5. Get into groups of three and give feedback on your niches. • Write the niche down in your Social Media Business Strategy Workbook, pg. 1. 6. Share your niche with the class and your instructor. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 23 Slide 21

Cultivate Your Mindset for Success Chapter Aha’s Tweet your aha’s! Internet Lead Generation Part

Chapter 2 Choose Your Social Media Tools 1. Plan on Change 2. Explore the Tools 3. Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 25 Slide 23

Choose Your Social Media Tools Plan to Change • Social media tools are ever-evolving. • But your message about who you are and what you do won’t. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 26 Slide 24

Choose Your Social Media Tools Plan to Change Exercise: Zoom Out to Zoom Ahead 1. Get into groups of three. 2. Zoom out to the big picture of your strategy and specify your goal. What do you want your social media strategy to achieve? 3. Discuss your ideas. 4. Determine your goal and write it in your Social Media Business Strategy Workbook, pg. 1. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 27 Slide 25

Choose Your Social Media Tools Explore the Tools Different types of parties require different setups. Continued … Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 28 Slide 26

Choose Your Social Media Tools Explore the Tools Four types of social media tools: 1. Networking 2. Blogging 3. Microblogging 4. Media Sharing Continued … Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 28 Slide 27

Choose Your Social Media Tools Explore the Tools 1. Networking • Networking tools enable multifaceted connections • Largest are Facebook and Linked. In • Typically offer a smorgasbord of utilities Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Pages 28 -29 Slide 28

Internet Lead Generation: Your Social Media Business Strategy Slide 29

Choose Your Social Media Tools Explore the Tools 1. Insert screenshots here Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Pages 49 -51 Slide 30

Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams

Choose Your Social Media Tools Explore the Tools Build up your social network if you: q Want to engage in a dialogue q Want to strengthen and build relationships q Share personal and professional information q Structure your social media message and brand in a manner that supports your business q Are present on a consistent basis q Guard your dollar-productive time Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 32 Slide 32

Choose Your Social Media Tools Explore the Tools 2. Blogging • Enables you to demonstrate expertise • Establish you as the well-informed, professional voice of real estate in your niche • Makes it easier for clients to find you through Google and other search engines Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 33 Slide 33

Choose Your Social Media Tools Explore the Tools Build up a blog if you: q Want to present yourself as an authority q Consistently provide information and analysis q Share your insights on relevant topics q Check on your blog’s effectiveness in search engine rankings and make changes as needed q Respond immediately to any leads q Develop the habit of regularly providing fresh content Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 34 Slide 35

Choose Your Social Media Tools 3. • • • Explore the Tools Microblogging Mini blog post with maximum character limit Twitter dominates this type of tool Used as anything from a virtual water cooler to a news source, or community building tool Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 35 Slide 36

Choose Your Social Media Tools Explore the Tools Internet Lead Generation Part II: Your

Choose Your Social Media Tools Explore the Tools Tweet if you: q Are interested in what interests your friends, family, and past and future clients q Consistently engage in a lively conversation q Strengthen and grow your relationships q Share your insights on relevant topics q Share personal and professional information q Guard your dollar-productive time Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 35 Slide 38

Choose Your Social Media Tools Explore the Tools 4. Media Sharing • Content communities that specialize in a specific format like photos or videos • Supplements other tools • Allow you to show your expertise Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Pages 37 Slide 39

Choose Your Social Media Tools Explore the Tools Select media sharing if you: q Want to show information q Want to consistently demonstrate your expertise q Want to support your strategy in other tools q Learn to use photo or video tools and software q Envision and analyze visual information q Develop the habit of regularly providing fresh content Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 38 Slide 41

Choose Your Social Media Tools Explore the Tools Exercise: Pick a Pair 1. Get into groups of three. 2. Think back to your niche. Which two tools could work together to help you dominate in your niche? 3. Discuss your ideas. 4. Decide which two tools to use right now. Write them down in your Social Media Business Strategy Workbook, pg. 1. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 39 Slide 42

Choose Your Social Media Tools Chapter Aha’s Tweet your aha’s! Internet Lead Generation Part

Chapter 3 1. 2. 3. 4. Create a Lead Generation Campaign Identify the Lead Generation Path Select for Synergy Detail Lead Generation Activities Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 43 Slide 44

Generate Leads Identify the Lead Generation Path • Purposefully create a path for the Internet Consumer 2. 0 to your lead capture. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 44 Slide 45

Generate Leads Identify the Lead Generation Path Select for Synergy: Campaign for the First-Time Home Buyer Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Pages 46 -47 Slide 46

Generate Leads Identify the Lead Generation Path Exercise: What’s Your Complete Plan? 1. Get into groups of three. 2. In your Social Media Business Strategy Workbook, pg 3, sketch a complete lead generation campaign for your niche. 3. Share your insights with your instructor and your class. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 48 Slide 47

Generate Leads • • • Detail Lead Generation Activities Blogging about the latest law and asking for business Posting a market report and asking for business Creating a first-time home buyer event and inviting people Commenting on potential clients’ posts Sharing articles and interpreting them Analyzing your niche market Sharing Statistics from annual reports such as NAR Creating informational videos and asking for business Creating a Facebook ad that drives people to your website for a free book What else? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 49 Slide 48

Create a Lead Generation Campaign Detail Lead Generation Activities Exercise: Group Brainstorm! 1. Shout any of your new and proven ideas. 2. Circle your top 5 and prioritize them. 3. List them in priority order in your Social Media Business Strategy Workbook, pg. 4. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 50 Slide 49

Create a Lead Generation Campaign Chapter Aha’s Tweet your aha’s! Internet Lead Generation Part

Chapter 4 1. 2. 3. 4. Build Your Social Media Brand Establish Your Brand Adhere to Social “Etiquette” Protect Your Brand Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 53 Slide 51

Build Your Social Media Brand Establish Your Brand In social media, your brand is who you are. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 54 Slide 52

Build Your Social Media Brand Establish Your Brand Exercise: What Are Some of Your Unique Qualities? 1. Working individually, think about who you are. 2. Circle the words that describe you or jot down additional words. 3. Circle three that are most powerful. Write these in your Social Media Business Strategy Workbook, pg. 5, for Qualities in the My Brand table. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 55 Slide 53

Build Your Social Media Brand Establish Your Brand Real-Play: How Personal or Professional Is Your Brand? 1. Working individually, think about how personal or professional you want your brand to be. 2. Circle the number that best matches your brand. 3. In your Social Media Business Strategy Workbook, pg. 5, write down what this means to you in terms of what you will and won’t share in social media for Guidelines in the My Brand table. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 56 Slide 54

Build Your Social Media Brand Establish Your Brand Real-Play: What Do They Want to Know? 1. Working individually, think back to your niche. What do they want to know? 2. As quickly as you can jot down ideas. 3. Circle three that are most powerful. Write these in your Social Media Business Strategy Workbook, pg. 5, for Content in the My Brand table. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 57 Slide 55

Build Your Social Media Brand Establish Your Brand Real-Play: How Will You Help the People in Your Niche Succeed? 1. Working individually, think about the services you provide to your niche. How will you help them succeed? 2. As quickly as you can, jot down ideas. 3. Circle the two that are most powerful. Write these in your Social Media Business Strategy Workbook, pg. 5, for Success Stories to Share in the My Brand table. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 58 Slide 56

Build Your Social Media Brand • Adhere to Social Netiquette What you write and share can have a lasting impact. “What happens in Vegas stays on You. Tube. ” Erik Qualman • Think before you click Post. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 59 -60 Slide 57

Build Your Social Media Brand Adhere to Social Etiquette Exercise: Inappropriate? 1. Get into groups of three. 2. Read the postings on pg 61 of your manual. 3. Decide which, if any, are inappropriate. For the posts you think are inappropriate, write an alternate post. 4. Share your ideas. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 61 Slide 58

Build Your Social Media Brand Adhere to Social Etiquette Watch the experts! http: //www. facebook. com/Keller. Williams. Realty. http: //blog. kw. com http: //twitter. com/KWRI http: //photobucket. com/kellerwilliamsrealty www. youtube. com/kellerwilliams Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 62 Slide 59

Build Your Social Media Brand Protect Your Brand • • Control your privacy settings. Adjust your profiles. Keep an eye on your brand. You can’t prevent anything negative ever being said, but you can be ready to respond promptly and courteously. • Negative feedback can be an opportunity. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 63 -64 Slide 60

Build Your Social Media Brand Protect Your Brand Exercise: What’s Your Response Plan? 1. Get into groups of three. 2. You receive an alert concerning a client’s unjustified comment. 3. Jot down how you should respond—or if you should respond. 4. Share your ideas. 5. In your Social Media Business Strategy Workbook, pg 5, write three words that describe the tone of a great response. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 65 Slide 61

Chapter 5 1. 2. 3. 4. 5. Capture, Connect, Close, and Cultivate From Commenting to Closings Your Business and Social Spheres Connecting and Cultivating Capturing and Closing Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 69 Slide 63

Capture, Connect, Close, and Cultivate Comment to Close Be purposeful to achieve your business goal. If you can’t close immediately, cultivate. Social media is a great tool for cultivation. Just stay purposeful! Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 70 Slide 64

Capture, Connect, Close, and Cultivate Your Business and Social Spheres Internet Lead Generation Part

Capture, Connect, Close, and Cultivate Connecting and Cultivating Detail Connecting and Cultivating Activities • Commit to posting daily comments. • Use Facebook as a living database. • Ask questions that will spark a response. • Conduct friendly and informal competitions that will generate response. What else? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 74 Slide 68

Capture, Connect, Close, and Cultivate Capturing and Closing Your two tasks: 1. Get the best contact information you can. 2. Determine if they are really a lead. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 75 Slide 69

Capture, Connect, Close, and Cultivate Capturing and Closing Exercise: When Do You Jump Into Action? 1. As a class, decide when someone in one of your social media tools becomes a lead. 2. Share your ideas with your instructor and your class. 3. Individually, write your definition in your Social Media Business Strategy Workbook, pg 6. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 76 Slide 70

Capture, Connect, Close, and Cultivate Capturing and Closing Internet Lead Generation Part II: Your

Capture, Connect, Close, and Cultivate Capturing and Closing Detail Capturing and Closing Activities • • • Send links to your blog and ask for an appointment. Send a link to your market report and ask for the appointment Make an offer for immediate response and ask for the appointment. Send emails with good deals in the area and ask for the appointment. Direct them to a service on your website and ask for the appointment. What Else? Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 78 Slide 72

Capture, Connect, Close, and Cultivate Connect with the Lead Exercise: Construct Your Social Media 8 x 8 1. Get into groups of three. 2. While discussing your plan as a group, construct individual 8 x 8 marketing plans in your Social Media Business Strategy Workbook, pg. 7. 3. Share your ideas with your instructor and your class. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 79 Slide 73

Capture, Connect, Close, and Cultivate Chapter Aha’s Tweet your aha’s! Internet Lead Generation Part

Chapter 6 1. 2. 3. 4. Systematize Your Social Media Action Systems for Success Determine a Time Block Schedule Your Activities Chapter Aha’s Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 83 Slide 75

Systematize Your Social Media Action Systems for Success When you develop a system, you can apply it daily without thinking about it daily. John Prescott posts three times a day: 1. In the morning, his post is personal, then business. 2. At midday, his post is completely business. 3. In the evening, his post is business, then personal. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 84 Slide 76

Systematize Your Social Media Action Determine a Time Block Exercise: How Much Time Will You Spend? 1. Individually, decide how much time you are willing to spend per day on social media and when you will spend that time. Write your decisions in your Social Media Business Strategy Workbook, pg. 8. 2. Share your decision with your instructor and your class. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 85 Slide 77

Systematize Your Social Media Action Schedule Your Activities Exercise: Construct Your Seven-Day Plan 1. Look back to the activities you prioritized. Determine how those activities will play out in your week. Place those items on your Seven-Day Social Media Action Plan in your Social Media Business Strategy Workbook, pgs. 9 -15. 2. Go back to the brand you constructed. Write the post, comment, etc. that you will use. 3. Mastermind challenges with your class. 4. Share your insights with your instructor and your class. Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 86 Slide 78

Systematize Your Social Media Action Chapter Aha’s Tweet your aha’s! Internet Lead Generation Part

Put It All Together 1. What You Have Learned 2. Course Aha’s Internet Lead

Put It All Together 1. 2. 3. 4. 5. 6. What You Have Learned Cultivate Your Mindset for Success Choose Your Social Media Tools Create a Lead Generation Campaign Build your Social Media Brand Capture, Connect, Close, and Cultivate Systematize Your Social Media Action Internet Lead Generation Part II: Your Social Media Business Strategy © 2010 Keller Williams Realty, Inc. Page 90 Slide 81