/ SOCIAL MEDIA BIBLE /1
/ CONTENTS 01 02 03 04 06 08 09 10 12 13 16 18 19 /2
Our Process Role of Social Media in Corporate Branding Social Media Musts Social Media Goals Research, Insights Opportunities Current Situation Analysis Competitor Analysis Strategy Visual Guide Content Rules Tone of Voice Guide Advertising
/ OUR PROCESS • Review your competitors. • Analyze studies on behaviours of top performing Realtors®. • Review your current pages. • Analyze your Google analytics. • Develop insights based on the stats gathered from your
competitors studies, and your pages. • Based on the stats and our insights, we identify
opportunities and key areas of focus. • Develop content suggestions based off the
opportunities we identified.
/1
/ ROLE OF SOCIAL MEDIA IN CORPORATE BRANDING
• Online social communities will bring
RealtyONEGroup’s brand to life. • RealtyONEGroup has personal and human
characteristics; it has a spirit and it becomes a spokesperson to engage with on a regular basis. • The FUNDAMENTAL consideration is that the
community centers on the brand. It is the brand that makes the community special and binds consumers together. • The brand, through its social community, must
continue to meet fundamental consumers’ needs to sustain interaction on a regular basis! /2
/ SOCIAL MEDIA MUSTS
• Use online social media to meet consumers’
needs for engagement. • Communicate and engage with consumers
using multiple online social platforms and engaging touch points. • Leverage your strong brand and use that
brand as the core element to unite your target audience in the social media platforms. • Foster two-way interaction to encourage inter-
dependency, brand-partner quality, and legitimacy. • Provide consistent and sustained interactions!
/3
/ SOCIAL MEDIA GOALS
• Attract top-performing agents (top 10%) • Raise awareness of unique work environment
and culture at RealtyONEGroup to further attract top agents • Showcase thought leadership to ensure you
come across as a credible, extremely successful brokerage that attracts top-performing Realtors® • Increase awareness amongst home buyers
/4
/ SOCIAL MEDIA GOALS
GOALS PRIMARY OBJECTIVE
Attract top-performing agents
• • •
SECONDARY OBJECTIVES
Raise awareness of unique work environment/ culture at RealtyONEGroup to further attract top talent
• •
Showcase thought leadership to ensure you come across as a credible, extremely successful brokerage that attracts topperforming Realtors®
Increase awareness amongst home buyers
/5
• •
• • • •
• •
/ RESEARCH & INSIGHTS
•
•
•
With all the buzz surrounding social media marketing, it’s not surprising that in its 2015 Emerging Trends In Real Estate report, the Urban Land Institute (ULI) touted social media use as the golden ticket for agents looking to gain an edge. Real estate companies that can harness the power of social media to manage and market property to gain enormous advantages over laggards in this arena. INSIGHT - Providing real estate agents with tips and tools will hugely help them get a glimpse into the value that RealtyONEGroup offers. These can be promoted to real estate agents. We see an opportunity to make your social media pages useful and valuable to build credibility and trust. INSIGHT - Only 6% of real estate agents are under the age of 34. The average age of a Realtor® is 54 years old. To attract the top-performing agents, we need to promote to the mean age –
/6
let’s say around 45 years old. This will help us identify the target audience for social media advertising
•
INSIGHT - According to a recent survey by Spectrum Assessments International, below are the 4 key behaviors of the country’s top-performing real estate agents. This will direct our Tone of Voice Guide and content. We will appeal to their competitive nature, their resiliency, and their conceptual thinking. We can do this by talking about the commission structure you offer (to appeal to their competitive nature) and the excellent training they will receive to make them the best in the business: 1. Competitive 2. Frequently Interacting with People 3. Focused on People’s Needs 4. Sense of Urgency Therefore, our persona will mirror this. The tone of voice on social media will mirror this, and all the content will appeal to people with these 4 behaviors.
/ RESEARCH & INSIGHTS
WHAT DOES ALL OF THIS INFORMATION TELL US? It tells us that we are doing a great job, but there are opportunities we are missing, such as:
• • •
Showcase expertise, add value to potential top-performing Realtors® to try and bring them into the family, appeal to competitive nature. Brag about how well RealtyONEGroup Realtors® do to try and appeal to other topperforming Realtors. Talk about the amazing training your Realtors receive to ensure how people-orientated you are (appeals to the key behaviors of “competitive” and “focused on people’s needs”).
HOW DO WE CAPITALIZE ON THIS OPPORTUNITY?
•
• • •
/7
Add value to real estate agents to help them with their business by collaborating with a top tier amazing designer to provide staging tips; collaborating with top-notch videographer to provide tips on videoes for homes; collaborate with an amazing writer to talk about how to tell the story behind a home in an emotive way (80%). Push amazing cred pieces like interviews with Kuba, coverage, awards, etc. (20%) Talk about the training RealtyONEGroup Realtors receive Talk about unprecedented commissions RealtyONEGroup Realtors receive
/ OPPORTUNITIES
REALTYONEGROUP PAGE INSIGHTS
• • • •
• •
/8
Missing the opportunity to appeal to top-performing agents competitive nature
•
Videos get the best engagement Awesome articles, but no ‘leading’ post to entice people to read them No visual or font theme – images all have different colors and fonts. Implementing a theme helps to reinforce the brand and ensures recognition when people are scrolling through their newsfeeds No focus on aspirational side of owning a home to appeal to homeowners’ and sellers’ emotions Opportunity to take professional images of the team that can be used for social media (rather than amateur images)
• •
Average reach per post about 250 (out of 11,000). That means only 250 people are seeing your posts. Out of those 11,000 about 3,000 are from Turkey. We want to focus on the engaged people. Therefore, we recommend spending $20 per post on two posts per week we would have the potential of 2,200 people seeing those posts. That could mean engagement would go up tenfold Highly suggest doing 2 x posts a week and boosting them for about $20 each. The average engagement to date is about 7%.
/ CURRENT
SITUATION ANALYSIS
GOOGLE ANALYTICS
• • • • • • •
/9
Facebook driving the most people of any referring site Social media is the third highest source of traffic (first, if you exclude organic and direct search) 62% of total traffic from social media to website comes from Facebook 19% of total traffic from social media to your site comes from LinkedIn 10% traffic from Twitter People are being driven to the RealtyONEGroup website from Facebook. There is an opportunity to tremendously increase this Let’s take this insight and put some money behind it to amplify this momentum through boosted posts and other Facebook advertising
/ COMPETITORS
ANALYSIS - KELLER WILLIAMS
FACEBOOK - 83,000 LIKES
• •
• • •
/10
KW has separate Facebook pages for their different offices and a main company page. All of their pages are very much focused on company culture and company outings, internal jokes, and content that would probably most likely only appeal to other members of the KW team. The main page focuses on company culture but also on stats and tips that would only appeal to Realtors®. They definitely post articles that would appeal to the competitive side of Realtors®. Main page has 77,000 followers. Content is a mix of internal workplace culture / announcements. The content that does well on KW Facebook pages is primarily celebrating the news of a KW Realtor®, such as a birthday or anniversary.
LINKEDIN - 100,000 FOLLOWERS
•
•
KW does a great job with their LinkedIn page. The content differs from that of their Facebook pages and positions them as a credible organization with intelligent insights into the real estate market. More corporate tone of voice than their Facebook pages.
•
Focuses on thought leadership.
•
Nearly 100,000 followers.
•
Really good 5%-10% per the industry engagement about 1-2%).
engagement – around post (this is way above average and above the RealtyONEGroup sees of
/ COMPETITORS
ANALYSIS - COLDWELL BANKER
FACEBOOK - 175,000 LIKES
• • •
•
/11
Focuses HEAVILY on the customer/ homeowner and home seller Tries to offer tips on home entertaining and renovations They have tremendous engagement through ‘shares.’ Some of the posts are shared up to 50 times. These are usually really cool home tips – something we could occasionally replicate for the sake of engagement. Very mixed content for homeowners including BBQ advice, entertaining advice, as well as insights into company culture
LINKEDIN - 53,000 FOLLOWERS
•
No updates, posts or content of any kind
/ STRATEGY If we review the research, the insights, your current pages, the data on your current pages, the competitors, and your goals, the best strategy to bring your online community to life and achieve your goals is to show your target audience (be it prospective Realtors, employees, home buyers or sellers) the INCREDIBLE value that you can add to ensure they see RealtyONEGroup as a true partner and brand they can’t live without. SHOW them the value you add to their lives.
/12
/ VISUAL GUIDE
The purpose of this section is to provide guidelines on how every image should look to ensure consistency across platforms and so that people begin to understand the colors and theme of the brand which helps with brand recognition. We suggest you apply this to every image and every font used in a picture: COLORS Black, Gold, and White. These colors should be primary and any other colors present in visuals should be in the background and not overpowering the black and gold. FONTS All capitals. We recommend that you only use the font you have on your website and that all future visuals be created with font in all caps.
/13
/ VISUAL GUIDE
EXAMPLES Font in the pictures should be consistent among images. Logo must be used, but in a subtle way. Feel and tone of images is consistent, along with the color scheme.
WHAT NOT TO DO Text that’s cut off and hard to read in pictures. Do not cut off the logo. Do not use random fonts.
/14
/ VISUAL
TEMPLATES
/15
COVER IMAGE
851 x 315 pixels
1500 x 500 pixels
646 x 220 pixels
1068 x 608 pixels
PROFILE IMAGE
180 x 180 pixels
400 x 400 pixels
100 x 60 pixels
120 x 120 pixels
IN-STREAM PHOTO
1200 x 630 pixels
440 x 220 pixels
800 x 800 pixels
250 x 250 pixels
SHARED PHOTO
1200 x 1200 pixels
1024 x 512 pixels
800 x 800 pixels
800 x 1200 pixels
/ CONTENT RULES
• • • • •
• •
•
The images should inspire emotional responses.
•
Avoid stock images, which don’t promote action. Avoid amateur videos amazing quality.
that
aren’t
Posts should be an instigator of conversation, not engagement Ask questions that spark conversations with other community members engagement with the brand and brand responses aren’t always necessary Always adhere to the Tone of Voice Guide
•
•
•
•
Avoid pronouns such as “I” or “We” Don’t use the words like “firm,” “brokerage,” “organization,” “business,” “corporate,” or “full-service brokerage” to describe RealtyONEGroup. Stick to words that describe RealtyONEGroup as a brand, such as “brand,” “company,” “you,” ”together,” or “lifestyle real estate brand.” Use articles from Inman or RIS Media. Avoid sharing competitor’s content and articles. Use the following hashtags sparingly and when appropriate and avoid creating new ones
Never use images that haven’t been vetted by a RealtyONEGroup social media officer or that do not adhere to our strict Visual Guide
#RealtyONEGroup
Always adhere to the Visual Guide for fonts and colors
#ONEderful
#OpeningDoors #FollowTheOne #WakeUpToWin #Coolture #MyWowNow #GiveONEBack
/16
/ CONTENT STRATEGY
/17
AUDIENCE
AGENTS / FRANCHISES
CONTENT
Add value to Realtors® (Current Agents and Potential Agents)
Workplace culture
Homes for sale, sold
RATIO
40%
40%
20%
WHY
Ideas that add value to their business
Appeal to other Realtors® competitive nature by showing the fun opportunities at RealtyONEGroup to attract top tier talent
Showcase thought leadership to ensure you come across as a credible, extremely successful brokerage that attracts topperforming Realtors®
WHAT
Cool collaborations: Each month have themed collabs with experts that help them in their field. E.g. top-tier interior designer giving staging tips, amateur real estate videos, how to sell and focus on the aspirational side of owning a home to appeal to homeowners and sellers emotions.
Show images of awards that people have won, commissions gained, speaking opportunities, RealtyONEGroup Realtors® quoted in the media – anything that appeals to that key characteristic of competition. Celebrating top realtor’s birthday and anniversary.
Post aspirational stories about the homes you are selling, trophy homes, amazing sales that have happened in a short time. More focus on aspirational side of owning a home to appeal to homeowners and sellers emotions.
HOW
Social media tips on how to amplify their business
Intelligent insights on new studies, stats or reports that Realtors® can benefit from but that they wouldn’t be able to read anywhere else
Post images to amazing homes you are selling
MEDIUM
Social/ video
Social/ video
Social/ video
FREQUENCY
Social: 3-4 times a week across all platforms Blogs: 2 a month
Social: 3-4 times a week across all platforms Blogs: 2 a month
Social: Once a week Blogs: Once every other month to be switched out.
AGENTS / EMPLOYEES
AGENTS / CONSUMERS
/ TONE OF VOICE GUIDE
The purpose of this section is to provide grammatical guidelines for the management of RealtyONEGroup’s social media platforms and the content creators that manage them. By ensuring consistency in messaging and tone across all social media platforms, you will appeal to the key characteristics and behaviors of your target audience, your current ‘family,’ and stay true to RealtyONEGroup. It’s important that we master a tone of voice that is consistent throughout our posts.
• • • • • • • • •
/18
Confident, charismatic, cheeky, energetic Confident, not arrogant Helpful, not superior Charismatic, not ego-centric Cheeky, not rude Energetic, but not annoying Passionate, not over-the-top Persuasive, but not sales-driven Not too feminine or masculine
/ ADVERTISING Q4 2015
TARGETED ACQUISITION ADS
$200 Monthly
$150 Monthly
RETARGETING ADS
$50 Monthly
$40 Monthly
FOLLOWER ACQUISITION
$100 Monthly
$75 Monthly
SPONSORED POSTS
$150 Monthly
$75 Monthly
CONTEST & GIVEAWAY /19
$200 Monthly (Follow Company Ads)
$200 Quarterly Promoted through all social
$200 Monthly
/20