Class presentation for Edmond Board of Realtors on 1/27/2011

1. The New Rules of EngagementHow to Communicate on the Web What Can We Accomplish Today Shift our focus from push to pull marketing Go from web pages to Communities Reduce our cost and extend our reach Go to where the people are Learn to have fun Build an online personality that is real Brand Ourselves as experts on the market not marketing experts

2. “If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which will lead to new ways of thinking” Buckminster Fuller

5. Where America Shops The Library Google.com Travel Agent Orbitz.com Book Store Amazon.com Music Store iTunes Attorney Pre-Paid Legal Technology pricegrabber.com Movie rentals Netflix.com Contract labor elance.com Real Estate ?

6. According to Ranking.comSite Rankings No. 1 Google.com No. 2 Facebook.com No. 3 Yahoo.com No. 4 Youtube.com No. 7 Wikipedia.com No. 10 Twitter.com No. 12 Bing.com No. 15 Craig’s List No. 20 Linkedin.com No. 26 Flickr.com No. 74 Yelp.com No. 223 REALTOR®.com No. 280 Zillow.com No. 306 Trulia.com

7. What is Web 2.0 and why do we need it? The use of technologies to interact with end users The ability to have a voice to reach your audience The use of tools that are free or low cost It is where our buyers and sellers come to buy and sell real estate and find us. Communication in Real Time Gets you out of the factory system

8. 6 Key Aspects of Web 2.0 1. Its not about the technology its about the change it enables 2. The shift of control from institutions to communities 3. It’s about being yourself 4. It’s to influence people to act on our behalf 5. It expands our scope of operations 6. It will change again and fast

9. Web 1.0 Highlights Web 2.0 Highlights Web Browser Search Engines Dial Up Connection Internet Empowered consumer Passive permission based marketing Push Marketing Microsoft Yahoo Amazon showed the way Broad Band Connection Everything is Wiki Pull Marketing Blogs Social networks Google Video Google Facebook is showing the way

10. Top Google Tools 1. Search-Represents 67% of all searches 2. Instant-Changes SEO Guidelines 3. Alerts-Monitor your Online Rep and topics 4. Voice-Never Miss a phone call 5. Calendar-Create a team interaction or online guide to events 6. Keywords-Find what people are searching for 7. Analytics-Evaluate online traffic 8. Maps/earth-Tag your listings or location 9. Sponsored Links-Pay per click 10. Youtube.com-No. 4 site and growing 11. Gmail-email anywhere 12. Reader-Blogs and articles in one place 13. Chrome-Super fast browser 14. Apps-Free version of Office like tools 15. Picasa-Online photo editing

11. The Small Bang Theory What would you rather have, 100,000 people playing or 4,000 people using you? What did the $8000 tax credit buyers Google to find information? Why are realtor.com, Trulia.com, Zillow.com, and homegain.com spending money to get ranked on Edmond Real Estate?

12. Elements of branding 1. Who are You 2. What are your Specialties 3. What’s in a name? 4. What is a Slogan and a UPS 5. Who is the audience 6. Logos and Colors 7. Where is it used Website Signs Business Cards Email Flyers Video Stationary

13. The Business Plan Questions Who is your audience? How do they find you? What content do you bring? What will it cost? Where do you want them to go? Follow up? How do leads become clients? If everyone is there, is it too late? How am I different? How does it all fit together?

14. Branding in a 1.0 Site

15. www.virtualrealestateteam.com Your Brand can start here

16. Done by Jack Pratt Signs OKC Your Real Estate Sign

17. www.vflyer.com Your Multimedia Flyer

18. 2.0 Website can include: Site and Blog Aids Amenity Links Blog or blog link Linked Landing Pages IDX Feeds Calculators Market Reports Listing Multimedia Calls to Action a. Lead Capture b. RSS Feed Media www.commons.wikipedia.org www.shrinkpictures.com www.apture.com www.photobucket.com www.123rf.com www.istockphoto.com www.fotolia.com www.flickr.com

19. Using Zeemaps to Create Community

20. Why Blog? Free SEO Gain your voice Fresh Content Google will love you Sell listings Be the Expert Be Topical Blog locally and think globally Everyone is not doing it It’s the new referral network You can become famous

21. Blog Statistics Reduces lead cost by 60% Increases indexed pages by 434% Increases website visitors 55% 97% more inbound links Biggest % of business getting a client More Frequency equals more business Why used more is the economy and past success Blogs & Inbound advertising is now 39% of small business budgets and rising 2nd to Social media in lowest cost

22. Blogging-How to get started 1. Go to Wordpress.com or Wordpress.org 2. Template sites with blogs built in at www.alamode.com or www.dakno.com 3. Get a domain name at www.godaddy.com 4. Get some training at organizations like www.domusconsulting.com, www.dakno.com, www.realestatetomato.com, www.activerain.com 5. Read about blogs at www.activerain.com, www.agentgenius.com, www.inmannews.com, or www.realtown.com 6. Go to www.freerealtyblog.comand sign up 7. Read the great blogs like www.thephoenixrealestateguy.com, www.sandiagohomes.com, www.ianwatt.ca, www.stpaulrealestateblog.com

23. All the good names are taken? www.hotedmondhomes.com www.hotdeercreekhomes.com www.edmondhomesforsaleblog.com www.investinedmondhomes.com www.edmondokrealestateblog www.besthomebuyinedmond.com www.okcrealestatebreakingnews.com www.edmondrealestatenews.com

24. A Blog a Day Listing Community Green Real Estate Market Data Specialty Event Personal Story National Events Real Estate Education Video Guest Blog

25. Active Rain Over 200,000 Real Estate Professionals Blog will reach other Realtors and RE Professionals Points System-Be Careful Can add outside blog Great place to learn for free The new referral network Google Juice Deluxe www.localism.com Warning! Don’t be seduced that comments make you important

26. The Importance of an IDX Solution Why use it It’s what people want Lead generation Passive email contact Community details Custom Search pages It keeps them coming Accuracy of data Auto Notification IDX Companies Alamode IDX Broker Ihomefinder Market Leader Wolfnet Spatial Match Diverse Solutions “Smart Frames from your MLS Provider”

27. Youtube.com Essentials #4 Visited Website 79% of all videos It’s free! Can be Google Indexed Can be Branded Easy to Embed on web sites Promotes You Also Steps for Use Sign Up Sign In Select Account and My Videos Select New Type in fields like title, description, Tags Save

28. Youtube.com Branded Video

29. Landing Pages Set to a specific area, neighborhood, or type of real estate Has a unique URL that can break the rules of a home page address Can have a specific IDX custom solution Should have maps Should have links to community, schools, and more Should be set up for keywords and metadescriptions

30. Email Marketing Don’t make it spam Target your market Use stationary or template Look at a program like Constant Contact or onmarketing.com Some programs have analytics Don’t send me your listings unless I ask for it Use Mail Merge or BCC please

31. “The Quality of your life is the quality of your communications” Anthony Robbins “Be an opener of doors” Ralph Waldo Emerson “Learning is an active process. We learn by doing. Only knowledge that is used sticks in your mind” Dale Carnegie

32. What is Facebook A community of over 500 million At war with Google for the dominate platform Currently, the ultimate social community Friends whether you know them or not A Place for business page development A Place to Development Real Estate Clients Can be another blog or micro-blog like Twitter A Place to get information about people Warning! Can be addictive and distracting

33. How it can help you Business Be findable Online Micro-Advertising Research others Business Pages Interest groups Event Planning It’s a Database Data Categories Family Close friends Colleagues Groups Interest Clients When Added Location

34. How to Build Relationships Get Permission First Happy Birthday! Fun Video Causes Support Commenting Important Articles Be Funny or Silly Reviews Some Real Estate Then What? Business Pages Forward Blogs Couponing Things to Do Cause Pages Report the news Stay Human Keep Swimming

35. Finding Friends Look up who you know Facebook Suggestion Friends of Friends Find Local groups Find REALTORS® They will find you

36. Building a Facebook Business Page Select Applications Select Ads and Pages Select Create Page Go to Drop Down Box Select Category Type in the Name of the Page Select ? And Enter Image Select settings, wall settings, set up mobile settings Add Realbird.com for your listings You can also have www.webstarget.com set it up Do it yourself with www.roost.com

37. Possible Facebook Strategy Be provocative on your personal stream, the more comments you get the more it will extend to your friends friend’s feed. Keyword phrase your business page stream updates for Google SEO Link articles of interest to your personal page and real estate related articles to your business page On a regular but limited basis tie the two together

38. Facebook pages Knowing the difference is controlling the conversation

40. What in the World is Twitter? 1. It is a Micro Blog. 2. It is a Hyper Local Advertising Vehicle 3. A Connector if the right people by accident rather than design 4. A Local or National Breaking news network 5. A Spam Lite Communicator

41. Twitter World’s biggest cocktail party The ultimate Real Time experience Explosive Growth Tweet from Iran “140 characters are a novel when you have been shot at” Sometimes inane or profound Thing a bit also as a micro-blog Direct it somewhere and be local Don’t get crazy about the number of followers Google is a slow climb to relevance, Twitter is a rocket ship Does Not Have a Business Plan

42. Types of Twitter Messages 1. General messages like I am having a wonderful day. 2. @ To a person or about a person like @joepryor 3. Direct Like d_joepryor to go only to me 4. Retweet Like RT@joepryor or just click on the Retweet Option 5. Hash tag #Group like #REbarcamp

43. Commonly Used Twitter Apps 1. Klout.com Find Your ranking & Reach 2. Seesmic Desktop or TweetDeck Control incoming and outgoing Tweets 3. Socialoomph.com Schedule your Tweets and Facebook Status updates 4. Bit.ly URL shortener 5. Twellow Twitter Yellow Pages 6. Twitpic & twitvid become visual 7. LocalTweeps Find who is around you

44. Types of Strategies 1. Create a neighborhood or group 2. Create a Buying group 3. Use it as a blog amplification device 4. Become a news Reporter or Aggregator-Breaking News 5. Become a personality 6. Create Content that makes for followers Amplify your blog to drive traffic Send to Facebook

45. Other Social Networks www.Linkedin.com & www.plaxoplus.com www.myspace.com www.Yelp.com, www.Foursquare.com , www.Gowalla.com Specialty specific sites and groups www.Realtown.com , www.Agentgenius.com , www. a. Free real estate education Warning! Don’t dilute your marketing efforts trying to do everything

46. Old & New Media Together? Geographic Farm added Create a localized blog Direct Mail Video events especially birthdays Put it on Youtube.com Twitter & Text it Map it with Zeemaps or Muellermaps Advertise it on paper Push the area Be a personal presence with video

47. Smart Phone Essentials Google Mobile with Voice Real Estate calculators Photo Imaging and Panorama Stitch Social Networking Sites Twitter Apps Ustream Broadcaster Newspapers Posterous QR code reader RSS reader Document Storage and editing

48. “Nothing in the world can take The place of persistence. Talent will not; nothing is more common Than unsuccessful men with talent. Genius will not; unrewarded Genius in almost a proverb. Education will not; the world Is full of educated derelicts. Persistence and determination are omnipotent. The slogan ‘press on’ has solved and always will Solve The problems of the human race”. Calvin Coolidge

49. Do you want to experiment? Create a hyper local blog Create events Create maps of amenities Create a Facebook page Send directed mail Do reviews of local food, dry cleaners, etc Offer a camera or camcorder for events Put an IDX or lifestyle search on it Links to a couponing system Link it to your website

50. Getting Started on Free Join Active Rain and start reading in groups Google for online webinars Start making videos Start playing with Google Keyword Tool Get a free Blog on site with a blog Get 25 followers for your Facebook business page Get on Twitter and Linkedin

51. Get Started on Not Free Get an IDX Solution $150 to $1000 Add Vflyer or Postlets $35 a month Add Realbird for $99 a year Add Roost for $24.95 a month or $200 a year Add Spatialmatch.com for $149 set up fee and $24.95 a month Get Branding for $200 and up

52. Winston Churchill Quotes “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty” “Attitude is a little thing that makes a big difference” “However beautiful the strategy, you should occasionally look at results” “Out of intense complexities, intense simplicities emerge”

53. Recommend Websites Slideshare.net Upload & share PowerPoint Presentations. Word Docs, PDFs Animoto.com Multimedia video& photo editing software Tubemogul.com Video distributor Onletterhead.com Custom email template with live links Vlyer.com or postelets.com Multimedia flyers with distribution Primeopdf.com Create PFDs without Adobe for free Issuu.com site to create, author, store, and share publications Klout.com check your Twitter reach Box.net File sharing site with smart phone integration Transferbigfiles.com Send 1 Gig files by email Geochirp.com Hyper-local Tweeter locator Mozy.com & carbonite.com Cloud computing storage backup Floorplanner.com create floor plans for your listings Drivebytech.com multimedia text message on yard signs to smart phones Wordpress.org &.com Create your own blog for free or low cost Yugma.com free video conferencing for up to 20 people Freeconferencecall.com free networking over the phone Roost.com Picnic.com Google owned imaging software site Flickr.com photo and multimedia sharing site Avg.com free anti-virus software Twittertools.com lots of tools Yelp.com rate services and add friends Surverymonkey.com create and send surveys Posterous.com free blog transfer Snagit.com website capture tool Skype.com free video conferencing and phone Logmein.com free computer to computer access and pro pay file transfer Elance.com Competitive task bidding site for all your projects Shrinkpictures.com Quick editing software for free

54. Reading List Blue Ocean Strategy Kim & Mauborgne Tribes Seth Godin Linchpin Seth Godin The Little Big Things: 163 Ways to Pursue Excellence Tom Peters Thoughts Without a Thinker Mark Epstein Predictably Irrational Dan Ariely The World Is Flat Thomas Friedman The Seven Spiritual Laws of Success Deepak Chopra The Long Tail Chris Anderson Switch: How to Change Things When Change is Hard Chip & Dan Heath Funny Money Mark Singer Sermon on the Mount Emmet Fox Emotional Intelligence Daniel Goleman Swanepoel Trends Report Stefan Swanepoel The Energy Bus Joe Gordon The Five Dysfunctions of a Team Patrick Lencioni The Botany of Desire Michael Pollan The Tipping Point Malcolm Gladwell The 7 Habits of Highly Effective People Stephen R. Covey The Millionaire Next Door Stanley & Danko Mastering The Rockefeller Habits Verne Harnish Influence, The Psychology of Persuasion Robert B. Cialdini Total Money Makeover Dave Ramsey Crisis Economics Nouriel Roubini & Stephen Mihm