Get

Social
From
Scratch
 Who Can Do It?
Outsource
• Independent Contractor
• Social Media Consulting Company

Add to an Existing Position

• Tech Savvy Employee
• Marketing Department

Create a New Position

• Real estate background helpful, but not needed

Additional Support: Marketing Intern

• Expectation of LEARNING, not just DOING
• Considerations: insurance, stipend, college credit
 Pros/Cons
Outsource
Pros: Less Stress (“set it and forget it”), no Cons: More work to establish a voice,
need to learn something new financial output, more monitoring

Existing Position
Pros: Familiar with your company, little/no Cons: Learning curve, Stretching too
additional output thin/what’s the bigger priority, most likely
not sustainable

New Position
Pros: Dedicated staff person, no major Cons: Some “getting to know you” time,
learning curve financial output
 Who To Hire
First and Foremost:
Good Judgment & Trustworthiness
 Who To Hire
Tech Savvy

Familiar with Social Platforms

Strong Sense of Focus

Strives for Increased Efficiency

 Who To Hire
Bonus Qualities:

Eye for Marketing Strategy

Desire to Create

Finger on the Pulse of New Technology

Who To Hire

Consider the
recent graduate!
 Compensation
There is no definitive salary base for a
career in Social Media right now.
• Simply Hired: $55,000
• PayScale: $33,000-$56,000
• Indeed: $30,000-$55,000
• Forum One Network: $75,000-$85,000
• Read Write Web (2008): $24,000-$170,000

Consider the job on par with a Department

Head and pay accordingly. Consider offering
incentives for production/recruiting/etc. as a
direct result of Social Media efforts.
 DIY Strategy

Define Your Audience!

• Clients

• Your Agents

• Outside Agents

• Potential Agents
 DIY Strategy
Separate Purposes, Separate Accounts/Pages!
• CENTURY 21 Award Brokerage
• Award Commercial Division
• Property Management Division
• Career Development
• Social Marketing Department
• Award Marketing by Design
• CENTURY 21
• C21 Learning
• International Convention
 DIY Strategy
What are your goals?
• Increase Brand Awareness
• Generate Leads
• Build Internal Community
• Educate and Inform
• Recruit by Showcasing Your
Environment and Services
DIY Strategy
Broad VS Specific
(Geographically)

All of So. California

vs
14 Communities where
our Offices are Located
 DIY Strategy
Create VS Curate
(Are you the gardener or the harvester?)

CURATE
CREATE
Pros Cons
•Readily
Consistent
Available
Voice •Potential
LOTS OF WORK
Liability
•Add
Custom
yourBranding
two cents to (Credit where it’s due)
•YOU are
make it your
the own
expert •Branded elsewhere
 DIY Strategy
4 Step Posting Strategy
1. Determine your topics
What do you want to talk about? Write it down!
2. Determine your resources
Who is already talking about it? Bookmark them!
3. Schedule Updates
Utilize Hootsuite, the Roost App, etc.!
4. Be Spontaneous
Jump in! Use your smart phone… smartly!
 Build Awareness

If you build it… they might not see it.

• Add prominent links on your website
Build Awareness

• Update your marketing materials

• Encourage your agents to do the

same
 Build Awareness
Spread word of mouth via your agents,
affiliates and connections.
Start with Who You Know
Belly-to-belly conversations
Comment, Retweet, or Share on Social Sites
Agent Incentive/Competition
Build Awareness
Create a Front Desk Flier
Encourage front desk
personnel to engage

Consider using a QR Code for

IMMEDIATE capture
(www.likify.net)

Make sure someone can explain it!

 Final Thought

It is far better to have fallen forward

than to have never taken a first step.
If you find something is not working, let it go.

Be open to change and adaptive.

 Connect with Me!

C21SOCIALMARKETING.COM
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