Internet Lead Generation Part II: Your Social Media Business Strategy

Internet Lead Generation Part II: Your Social Media Business Strategy
T-Mobile stick together Instructor's Notes 11/20/2018 Internet Lead Generation Part II: Your Social Media Business Strategy Construct a Smart Social Media Strategy Specific to Your Business Instructor: please be sure to give T-Mobile credit: "This class is being sponsored by T-Mobile, who provided KWU with the broadband cards that will enable us to interact in real time with some great Social Media tools.“ The card is easy to use Plug it into your computer and follow the directions to download the software Turn off your wireless on your computer when using the card Do not download more than 5 gig's These cards will work with all T-Mobile wifi hotspots Keller MREA Business Planning Clinic Jan 2004

Introduction Ground Rules What You Will Learn Why You Are Here
Instructor's Notes 11/20/2018 Introduction Ground Rules What You Will Learn Why You Are Here How You Will Learn Page 1 Keller MREA Business Planning Clinic Jan 2004

Ground Rules Arrive on time. Form groups quickly.
Instructor's Notes 11/20/2018 Ground Rules Introduction Arrive on time. Form groups quickly. Limit side conversations. Turn off cell phones and pagers. Be comfortable. Respect time. Respect each other. Help each other. Respect confidentiality. Have fun! Page 2 Keller MREA Business Planning Clinic Jan 2004

What You Will Learn Read, underline, and share …. Page 3 Introduction
Instructor's Notes 11/20/2018 What You Will Learn Introduction Read, underline, and share …. Page 3 Keller MREA Business Planning Clinic Jan 2004

Why You Are Here Exercise: What do you want to learn in this class?
Instructor's Notes 11/20/2018 Why You Are Here Introduction Exercise: What do you want to learn in this class? What impact do you want this class to have on your business? Page 4 Keller MREA Business Planning Clinic Jan 2004

How You Will Learn Knowledge and Skills Manual In Class
Instructor's Notes 11/20/2018 How You Will Learn Introduction Knowledge and Skills Manual Models and systems Stories, lessons learned, advice, and research In Class Skill-building exercises and discussions Your classmates and instructor Social Media Business Strategy workbook Page 5 Keller MREA Business Planning Clinic Jan 2004

How You Will Learn Accountability Methods
Instructor's Notes 11/20/2018 How You Will Learn Introduction Accountability Methods Construct a seven-day action plan Select an accountability partner MAPS Institute Market Center Productivity Coach Team Leader ALC members Other agents Page 6 Keller MREA Business Planning Clinic Jan 2004

Cultivate Your Mindset for Success
Instructor's Notes 11/20/2018 Cultivate Your Mindset for Success Chapter 1 Why Use Social Media? Conquer Four Social Media Myths Embark on Your Social Media Strategy Chapter Aha’s Page 9 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Why Use Social Media Cultivate Your Mindset for Success Step into the party … What will you say? Will you walk in and say, “I just listed a house, who wants to buy it?” Or as you mingle with your past clients, will you announce, “I just added a pretend goat to my pretend farm!” Are you going to join in the conversation as an interested family member, friend, and business professional? Are you going to strengthen your existing relationships and build solid new ones? 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? Page 10 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Why Use Social Media Cultivate Your Mindset for Success Exercise: What are three purposeful actions you would take at a face-to-face networking event? Page 11 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Why Use Social Media Cultivate Your Mindset for Success 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. Page 12 Keller MREA Business Planning Clinic Jan 2004

Conquer Four Social Media Myths
Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success I’m not a “techie.” I am afraid of privacy and security issues. Social media is a big time-waster. I can’t be interesting all the time. Page 13 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success I’m not a “techie.” Your success is empowered by your strategic skills. Page 14 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success I am afraid of privacy and security issues. You can set your boundaries. You can determine what you will share. Page 15 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success 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. Page 16 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success I can’t be interesting all the time. You don’t have to be interesting, just be interested. Page 17 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Conquer Four Social Media Myths Cultivate Your Mindset for Success Exercise: Mythbusting Get into groups of three. As a group, discuss any other social media myths you have already encountered and how you have, or can, overcome them. Share your insights. Page 18 Keller MREA Business Planning Clinic Jan 2004

Dialogue Marketing: Your Social Media Strategy
Instructor's Notes 11/20/2018 Dialogue Marketing: Your Social Media Strategy Cultivate Your Mindset for Success Your message matters. Calibrate your message to: The motivations and interests of the people with whom you want to work The market area in which you want to work Page 19 Keller MREA Business Planning Clinic Jan 2004

Embark on Your Social Media Strategy
Instructor's Notes 11/20/2018 Embark on Your Social Media Strategy Cultivate Your Mindset for Success Few items are massively popular. More business is ultimately closed in the “long tail,” or the niche markets. Page 20 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Embark on Your Social Media Strategy Cultivate Your Mindset for Success Exercise: Grow Your Own Long Tail Think about your favorite clients. Who are they? List some notes. Think about your favorite neighborhood. Where is it? What makes it unique? List some notes. What makes your city great? Page 22-23 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Embark on Your Social Media Strategy Cultivate Your Mindset for Success Exercise: Grow Your Own Long Tail, cont. Circle five words or phrases you like. Construct a single niche market out of these. Get into groups of three and give feedback on your niches. Write the niche down in your Social Media Business Strategy Workbook, pg. 1. Share your niche with the class and your instructor. Page 23 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Chapter Aha’s Cultivate Your Mindset for Success Tweet your aha’s! Page 24 Keller MREA Business Planning Clinic Jan 2004

Choose Your Social Media Tools
Instructor's Notes 11/20/2018 Choose Your Social Media Tools Chapter 2 Plan on Change Explore the Tools Chapter Aha’s Page 25 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Plan to Change Choose Your Social Media Tools Social media tools are ever-evolving. But your message about who you are and what you do won’t. Page 26 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Plan to Change Choose Your Social Media Tools Exercise: Zoom Out to Zoom Ahead Get into groups of three. Zoom out to the big picture of your strategy and specify your goal. What do you want your social media strategy to achieve? Discuss your ideas. Determine your goal and write it in your Social Media Business Strategy Workbook, pg. 1. Page 27 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Different types of parties require different setups. Continued … Page 28 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Four types of social media tools: Networking Blogging Microblogging Media Sharing Continued … Page 28 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Networking Networking tools enable multifaceted connections Largest are Facebook and LinkedIn Typically offer a smorgasbord of utilities Pages 28-29 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Insert screenshots here Pages 49-51 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Build up your social network if you: Want to engage in a dialogue Want to strengthen and build relationships Share personal and professional information Structure your social media message and brand in a manner that supports your business Are present on a consistent basis Guard your dollar-productive time Page 32 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools 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 Page 33 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Build up a blog if you: Want to present yourself as an authority Consistently provide information and analysis Share your insights on relevant topics Check on your blog’s effectiveness in search engine rankings and make changes as needed Respond immediately to any leads Develop the habit of regularly providing fresh content Page 34 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media 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 Page 35 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Page 59 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Tweet if you: Are interested in what interests your friends, family, and past and future clients Consistently engage in a lively conversation Strengthen and grow your relationships Share your insights on relevant topics Share personal and professional information Guard your dollar-productive time Page 35 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Media Sharing Content communities that specialize in a specific format like photos or videos Supplements other tools Allow you to show your expertise Pages 37 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Select media sharing if you: Want to show information Want to consistently demonstrate your expertise Want to support your strategy in other tools Learn to use photo or video tools and software Envision and analyze visual information Develop the habit of regularly providing fresh content Page 38 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Explore the Tools Choose Your Social Media Tools Exercise: Pick a Pair Get into groups of three. Think back to your niche. Which two tools could work together to help you dominate in your niche? Discuss your ideas. Decide which two tools to use right now. Write them down in your Social Media Business Strategy Workbook, pg. 1. Page 39 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Chapter Aha’s Choose Your Social Media Tools Tweet your aha’s! Page 40 Keller MREA Business Planning Clinic Jan 2004

Create a Lead Generation Campaign
Instructor's Notes 11/20/2018 Create a Lead Generation Campaign Chapter 3 Identify the Lead Generation Path Select for Synergy Detail Lead Generation Activities Chapter Aha’s Page 43 Keller MREA Business Planning Clinic Jan 2004

Identify the Lead Generation Path
Instructor's Notes 11/20/2018 Identify the Lead Generation Path Generate Leads Purposefully create a path for the Internet Consumer 2.0 to your lead capture. Page 44 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Identify the Lead Generation Path Generate Leads Select for Synergy: Campaign for the First-Time Home Buyer Pages 46-47 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Identify the Lead Generation Path Generate Leads Exercise: What’s Your Complete Plan? Get into groups of three. In your Social Media Business Strategy Workbook, pg 3, sketch a complete lead generation campaign for your niche. Share your insights with your instructor and your class. Page 48 Keller MREA Business Planning Clinic Jan 2004

Detail Lead Generation Activities
Instructor's Notes 11/20/2018 Detail Lead Generation Activities Generate Leads 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? Page 49 Keller MREA Business Planning Clinic Jan 2004

Detail Lead Generation Activities
Instructor's Notes 11/20/2018 Detail Lead Generation Activities Create a Lead Generation Campaign Exercise: Group Brainstorm! Shout out any of your new and proven ideas. Circle your top 5 and prioritize them. List them in priority order in your Social Media Business Strategy Workbook, pg. 4. Page 50 Keller MREA Business Planning Clinic Jan 2004

Create a Lead Generation Campaign
Instructor's Notes 11/20/2018 Chapter Aha’s Create a Lead Generation Campaign Tweet your aha’s! Page 51 Keller MREA Business Planning Clinic Jan 2004

Build Your Social Media Brand
Instructor's Notes 11/20/2018 Build Your Social Media Brand Chapter 4 Establish Your Brand Adhere to Social “Etiquette” Protect Your Brand Chapter Aha’s Page 53 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Establish Your Brand Build Your Social Media Brand In social media, your brand is who you are. Page 54 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Establish Your Brand Build Your Social Media Brand Exercise: What Are Some of Your Unique Qualities? Working individually, think about who you are. Circle the words that describe you or jot down additional words. Circle the three that are most powerful. Write these in your Social Media Business Strategy Workbook, pg. 5, for Qualities in the My Brand table. Page 55 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Establish Your Brand Build Your Social Media Brand Real-Play: How Personal or Professional Is Your Brand? Working individually, think about how personal or professional you want your brand to be. Circle the number that best matches your brand. 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. Page 56 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Establish Your Brand Build Your Social Media Brand Real-Play: What Do They Want to Know? Working individually, think back to your niche. What do they want to know? As quickly as you can jot down ideas. Circle the three that are most powerful. Write these in your Social Media Business Strategy Workbook, pg. 5, for Content in the My Brand table. Page 57 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Establish Your Brand Build Your Social Media Brand Real-Play: How Will You Help the People in Your Niche Succeed? Working individually, think about the services you provide to your niche. How will you help them succeed? As quickly as you can, jot down ideas. 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. Page 58 Keller MREA Business Planning Clinic Jan 2004

Adhere to Social Netiquette
Instructor's Notes 11/20/2018 Adhere to Social Netiquette Build Your Social Media Brand What you write and share can have a lasting impact. Think before you click Post. “What happens in Vegas stays on YouTube.” Erik Qualman Page 59-60 Keller MREA Business Planning Clinic Jan 2004

Adhere to Social Etiquette
Instructor's Notes 11/20/2018 Adhere to Social Etiquette Build Your Social Media Brand Exercise: Inappropriate? Get into groups of three. Read the postings on pg 61 of your manual. Decide which, if any, are inappropriate. For the posts you think are inappropriate, write an alternate post. Share your ideas. Page 61 Keller MREA Business Planning Clinic Jan 2004

Adhere to Social Etiquette
Instructor's Notes 11/20/2018 Adhere to Social Etiquette Build Your Social Media Brand Watch the experts! Page 62 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Protect Your Brand Build Your Social Media 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. Page 63-64 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Protect Your Brand Build Your Social Media Brand Exercise: What’s Your Response Plan? Get into groups of three. You receive an alert concerning a client’s unjustified comment. Jot down how you should respond—or if you should respond. Share your ideas. In your Social Media Business Strategy Workbook, pg 5, write three words that describe the tone of a great response. Page 65 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Chapter Aha’s Build Your Social Media Brand Tweet your aha’s! Page 66 Keller MREA Business Planning Clinic Jan 2004

Capture, Connect, Close, and Cultivate
Instructor's Notes 11/20/2018 Capture, Connect, Close, and Cultivate Chapter 5 From Commenting to Closings Your Business and Social Spheres Connecting and Cultivating Capturing and Closing Chapter Aha’s Page 69 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Comment to Close Capture, Connect, Close, and Cultivate 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! Page 70 Keller MREA Business Planning Clinic Jan 2004

Your Business and Social Spheres
Instructor's Notes 11/20/2018 Your Business and Social Spheres Capture, Connect, Close, and Cultivate Page 71 Keller MREA Business Planning Clinic Jan 2004

Connecting and Cultivating
Instructor's Notes 11/20/2018 Connecting and Cultivating Capture, Connect, Close, and Cultivate 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? Page 74 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Capturing and Closing Capture, Connect, Close, and Cultivate Your two tasks: Get the best contact information you can. Determine if they are really a lead. Page 75 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Capturing and Closing Capture, Connect, Close, and Cultivate Exercise: When Do You Jump Into Action? As a class, decide when someone in one of your social media tools becomes a lead. Share your ideas with your instructor and your class. Individually, write your definition in your Social Media Business Strategy Workbook, pg 6. Page 76 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Capturing and Closing Capture, Connect, Close, and Cultivate Page 77 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Capturing and Closing Capture, Connect, Close, and Cultivate 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 s 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? Page 78 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Connect with the Lead Capture, Connect, Close, and Cultivate Exercise: Construct Your Social Media 8 x 8 Get into groups of three. While discussing your plan as a group, construct individual 8 x 8 marketing plans in your Social Media Business Strategy Workbook, pg. 7. Share your ideas with your instructor and your class. Page 79 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Chapter Aha’s Capture, Connect, Close, and Cultivate Tweet your aha’s! Page 80 Keller MREA Business Planning Clinic Jan 2004

Systematize Your Social Media Action
Instructor's Notes 11/20/2018 Systematize Your Social Media Action Chapter 6 Systems for Success Determine a Time Block Schedule Your Activities Chapter Aha’s Page 83 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Systems for Success Systematize Your Social Media Action When you develop a system, you can apply it daily without thinking about it daily. John Prescott posts three times a day: In the morning, his post is personal, then business. At midday, his post is completely business. In the evening, his post is business, then personal. Page 84 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Determine a Time Block Systematize Your Social Media Action Exercise: How Much Time Will You Spend? 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. Share your decision with your instructor and your class. Page 85 Keller MREA Business Planning Clinic Jan 2004

Schedule Your Activities
Instructor's Notes 11/20/2018 Schedule Your Activities Systematize Your Social Media Action Exercise: Construct Your Seven-Day Plan 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 Go back to the brand you constructed. Write the post, comment, etc. that you will use. Mastermind challenges with your class. Share your insights with your instructor and your class. Page 86 Keller MREA Business Planning Clinic Jan 2004

Instructor's Notes 11/20/2018 Chapter Aha’s Systematize Your Social Media Action Tweet your aha’s! Page 87 Keller MREA Business Planning Clinic Jan 2004

Put It All Together What You Have Learned Course Aha’s Page 89
Instructor's Notes 11/20/2018 Put It All Together What You Have Learned Course Aha’s Page 89 Keller MREA Business Planning Clinic Jan 2004

What You Have Learned Cultivate Your Mindset for Success
Instructor's Notes 11/20/2018 What You Have Learned Put It All Together 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 Page 90 Keller MREA Business Planning Clinic Jan 2004

Course Aha’s Tweet your aha’s! Page 91 Put It All Together
Instructor's Notes 11/20/2018 Course Aha’s Put It All Together Tweet your aha’s! Page 91 Keller MREA Business Planning Clinic Jan 2004

Thank you for being here!
Instructor's Notes 11/20/2018 Thank you for being here! Keller MREA Business Planning Clinic Jan 2004

Internet Lead Generation Part II: Your Social Media Business Strategy

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