Public Relations & Social Media Strategies Presenter: Angela Smith | Communications Mgr.
What is Public Relations? PR vs. Advertising Only 14% of consumers trust advertisements. BUT… 78% trust the opinion of others. So, we use BOTH!
UCRE Public Relations National Public Relations Affiliate Public Relations Focus – National, regional and trade media. Goal – Raise awareness and strengthen UCRE brand, positioning the company and affiliates as the experts and the “go-to” for real estate needs. Focus – Local media outlets in your market. Goal – Raise awareness and strengthen your brand as an agent, broker, auctioneer and office to generate leads and recruit talent.
Public Relations Success News Release Media Coverage
Create Your Own PR Plan 1. What is your goal? 2. Who is your target? 3. What is your objective? 4. Create tactics. 5. Determine what you need. 6. Create a budget. 7. Stay on task. 8. Evaluate and reform.
Platforms for PR AND the fastest growing PR platform is…? Blog posts Press releases Newsletters AND the fastest growing PR platform is…?
Let’s Get Social
Why Social Media It’s where people are spending time = 35 minutes or more daily. It has the largest reach = more than 1 BILLION active users daily. 71% of consumers who had good social media service will recommend it to others. 92% of time spent online is done on an app. More specifically, on a social media platform. Increasing online presence = higher chance people will think of you when making real estate decision.
What is UCRE Doing? *Facebook: facebook.com/unitedcountry Twitter: @UCRealEstate YouTube: youtube.com/ucrealestate *LinkedIn: linkedin.com/company/unitedcountry Instagram: @UCRE_HomeOffice Blog: www.unitedcountryblog.com (SEO) SPG Blogs: www.UnitedCountrySPG.com (SEO)
What is UCRE Doing? Cont’d External Real Estate Newsletter Lifestyle Property Periodical Unitedland: Internal Newsletter
Getting Started Go back to your PR Plan. - What’s your goal? - Who is your audience? - What’s your tactic/how will you reach your audience and achieve your goal? (Facebook, LinkedIn, etc.) But first… are your social media accounts accurate, up to date and complete?
What Should You Be Doing Now? You have your accounts set up, right?
1. Utilizing Paid Options on Facebook Largest reach with 1.38 BILLION users. UCRE’s target audience is on Facebook. Affordable with average CPC is 14 cents. Boosting Increases ‘Likes’ & engagement. Less targeted More affordable Simpler option Vs. Ad Campaigns Generate leads Market listings Targeted & customizable More timely (but not bad!)
Tips for Facebook Short videos gain extra traction (90 seconds or less) Create your own branded photos (Canva & BE– free!) Make sure image/video & text match Write different text/visuals for different audiences. Track results in Ads Manager. Say YES to Instagram. Check your page daily to provide customer service.
Recent Facebook Changes Housing Act blocking (don’t worry, it’s being worked on). Algorithm changes. =
2. Recruit Agents on LinkedIn More than 50% of people are using social networking to seek employment. More than 80% of online candidates are open to new opportunities. Social PROFESSIONAL networks, like LinkedIN, is the #1 source of quality hires. Message, Like, Share, Recruit and Connect! Target ads by job title (aka get a licensed agent) or connect directly.
3. Showcase Brand on Instagram Showcase listings Be creative – photos & video Cross promote with Facebook Use hashtags (5 or more) Be engaged with followers
4. Watch it on YouTube 76% of companies say video helped increase their sales 72% of buyers would rather watch a video about a product than read about it. Video increases engagement YouTube is owned by Google. SEO anyone? https://www.youtube.com/watch?v=RUOIQF0ZyLk
5. Keep Going The more digital presence, the better. Twitter, Blogs, Pinterest Always provide customer service (engagement) Don’t get discouraged if something doesn’t work right away. Educate, promote and cross-share. When in doubt – ask questions!
What works, what doesn’t? What are You Doing? What works, what doesn’t?
Communications Manager Angela Smith Communications Manager asmith@unitedcountry.com 816-420-6249