Public Relations & Social Media

Public Relations What is

The flow of information between an organization and its audience Public Relations

Differentiation Public Relations drives sales by building credibility, increasing brand awareness, positioning you as a thought leader and differentiating you from your competition.

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.

Take the Spotlight Be a Storyteller Interesting listings/auctions – research history Interesting stories about buyers, sales team Tell your story Be an Expert Real estate market news Share interesting statistics Provide tips on local news Share tips – top 10 lists

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

Public Relations Success News Release Media Coverage

National Successes

Public Relations Tools Public Relations Resource Center – Intranet ( PR Department – Just a phone’s throw away

Time for a Pop Quiz

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

The PR landscape is changing … quickly Print circulation is down 7 million over last 25 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

Public Relations 1.0 (Traditional Media) - Journalists are the middlemen Public Relations 2.0 (Social Media) - Eliminates the middleman Social Media has turned monologues into dialogues.

Did you know that… Half of the human race is under 30? They’ve never known life without the internet.

But wait… Did you know the fastest growing social media demographic is 50 and over ? Where do all these people go first to find information and entertainment?

Social Media So, what is

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

The Consumer Has More Power I just graduated college! I’ve got some great tips for preparing for an open house! 2-BR 2-BA HOME! 1 ACRE WITH AN OUTHOUSE! 2-BR FIXER-UPPER! MOBILE HOME ON.5-ACRE LOT! RUSTIC 1-BR CABIN! CALL ME!

The Consumer Has More Power

1.3 Billion Active Facebook Users Photo Credit: Oversocilized Oversocilized

300 Billion Tweets Have Been Sent Since 2006 Photo Credit: Rosaura OchoaRosaura Ochoa

540 million active Google+ users

Over 6 billion hours of video are watched each month on YouTube Photo Credit: jonssonjonsson

What’s in it for You

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

Getting Started Listen –Google Alerts Set these up for you and your business –HootSuite Handles up to five 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

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

1.3 billion active users 167 million unique visitors per month Over 500 million “Likes” per day Personal page vs. Business page. Always keep business goals in mind on both! Opportunity to be the promoter of your market Never buy “likes” or pay to promote your page. This kills reach.

About 1 billion users 241 million active Twitter users per month 500 million Tweets a day Updates of 140 characters or less (micro-blogging) Following/Followers & Tweet/Retweet Insert yourself into other conversations and add value

300 million monthly active Google+ users Has surpassed Twitter to take #2 social network spot after Facebook Circles – Helps choose correct audience for your message Hangouts – Be the subject matter expert. Communities – Add value to Conversations Events

Over 1 billion unique users visit YouTube each month 60 hours of video are uploaded every minute 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 –Unless discussing very detailed subject matter

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.

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

The “wish book” of the Internet Fastest social media site to hit 10 million in history U.S. user spends an average of 1 hour and 17 minutes on Pinterest (Facebook 12.1 minutes, Twitter 36 minutes) Over 80% of pins are repins High-quality photos are essential Link back to your Website on every photo

Consider starting your own blog – ActiveRain or Blogger. Participate in other blogs - add value to the conversation by sharing your knowledge. Blog posts do not have to novels. Three to four paragraphs with photos will do.

Home Office’s Strategy What’s the

Social Networking Facebook: Twitter: YouTube: LinkedIn: (search groups) Google+: Pinterest:

Contact Information Stephen Kretsinger Senior Public Relations Manager United Country Real Estate

Questions