1. Public Relations & Social Media

2. What is
Public Relations

4. Public Relations vs. Advertising
Think of it as Earned Media vs. Paid Media
Through public relations you can communicate to your audience through an objective third party. Only 14% of buyers trust ads.
78% trust the opinion of others.
Integrated marketing (using both) is best approach.

5. United Country Public Relations
National Public Relations
Goal – Raise consumer awareness about United Country and position the company and affiliates as experts, resulting in increased buyer leads and listing opportunities for all offices and attraction of new offices to strengthen our network
Focus – National, regional, industry and trade media
Affiliate Public Relations
Goal – Generate awareness of you, your office and position you as the experts among your local audiences by sharing information with news media in your marketing area to increase your listing inventory, sales and attract the best talent to your team.
Focus – local media in the markets you serve

6. We Need YOUR Help! Need story ideas for: Blog posts Social media posts
Press releases
Newsletters
Possible topics of interest:
New agent
Auctions
Rare/precious item sale
Awards or recognition
Real estate trends

7. Time for a Pop Quiz

8. What are these executives debating?
“We can’t let our employees use this! It will pull them away from their work.”
“This will allow employees to distribute content to the world and we will be liable.”
“We will lose control of our brand!”
1997 discussions about

9. The PR landscape is changing … quickly
Newspaper revenue is down nearly 50% in the last 10 years.
Unique readers of online newspapers are up 30 million in last 5 years
ABC, CBS and NBC collectively get 10 million visitors per month
Twitter, YouTube and Facebook collectively get over a billion visitors per month

10. So, what is
Social Media

11. Social Media is a conversation supported by online tools like these:

12. Social Media for Business
Public relations
Targeted leads
Customer service
Loyalty building
Collaboration
Networking
Referrals
Market research
Consumer education

13. The Big 3 for Real Estate Facebook 1.5 BILLION active users LinkedIn
Most effective at lead generation
YouTube
Second largest search engine (SEO)

14. Getting Started Listen Create a Plan Engage Evaluate Google Alerts
Set these up for you and your business
HootSuite
Handles up to three social media outlets from one place for free
Create a Plan
Be Flexible
Engage
Evaluate
Use built-in insights and analytics
Keep realistic expectations
Be patient. Don’t expect results overnight

15. Getting Started - Facebook

16. Post Considerations
Ask yourself: Who is my audience? Where can I reach them? What do they want to learn from me? Realize: Priority 1 – What they are passionate about Priority 2 – What they need to know to do their job/live better Priority 3 – Anything so creative that it captures their attention Priority 4 – Everything else

17. 1.5 BILLION active Facebook users
63% use it as a source of news
57% of millennials use it to plan social events
10 million websites contain ‘Like’ or ‘Share’
Total number of Facebook friend connections… 201 BILLION!
Avg. time on Facebook per day = 40 minutes
US senior citizens on Facebook = 31%

19. 10
tips
to help utilize your business Facebook page.

25. 300 million users
Great tool for recruiting
Also useful for business to business networking and information sharing
Illustrate your expertise
Get recommendations!
Add value to conversations in Groups

26. In a recent study of 5,000 B2B and B2C businesses, HubSpot found LinkedIn was 277 percent more effective at bringing in leads than Facebook and Twitter, with a whopping conversion rate of 2.74 percent.

27. Getting Started - LinkedIn

28. Over 1 billion unique users visit YouTube each month
Second largest search engine. (Owned by Google)
Virtual tours, auctions footage or educate about your expertise area
Virtual tour - take a walking tour of town or neighborhood
It’s easy to do
Inexpensive camera options
Simple video posting
Videos no longer than 90 seconds
Keep video content short and simple.
Video should be timely and relevant.

29. Getting Started - YouTube
All you need is a Google account

30. ActiveRain or Blogger.
words.
Help drive SEO
33% of Facebook users clicked Like on a blog
Nearly 30% shared a blog post on Facebook
Make yourself an expert!

31. 270 million active Twitter users per month
30-49 year olds = 25%
Updates of 140 characters or less (micro-blogging)
Following/Followers & Tweet/Retweet
Insert yourself into other conversations and add value

32. Home Office’s Strategy
What’s the
Home Office’s Strategy

33. Social Networking Facebook: http://www.facebook.com/unitedcountry
Twitter:
YouTube:
LinkedIn: (search groups)
Google+:
Pinterest:
Blog:

34. Your Homework “Checklist”
Create Facebook page
- Post 3-4 times per week.
- ‘Like’ United Country’s page
2. Create LinkedIn page
- Post 2-3 times per week
3. Start YouTube Channel (conquer #1 & #2 first)
- Upload videos as needed.

35. Contact Information
Angela Smith
Public Relations & Social Media
United Country Real Estate

36. Questions