1. International Case Study:OREA Does Social Media RightOctober 20, 2011Natasha Lemire-Blair, CAE, Director, Commercial RelationsGeorgia Sapounas, Community Manager

2. Discussion outline Dipping our Feet Government Relations From Ad-Hoc to Strategic Assessment Strategy Governance Implementation Awareness Evaluation 3. Government Relations Two uphill battles Significant impact on REALTORS Significant impact on the public 4. Grassroots Advocacy Harmonized Sales Tax (Federal/Provincial taxes) Mandatory Home Energy Audits Call-for-Action to email Members of Provincial Parliament(like State Reps) 5. Call-for-Action Public participation in association grassroots advocacy isnow much easier through use of social media MPPs received 400+ emails each, more than 50,000emails sent in total One of largest provincial email campaigns ever 6. Government Relations(More info: http://bit.ly/qxhj6T)But the real estate industry objected it wants only voluntaryaudits and the program has, apparently, been killed. 7. Ad-Hoc to StrategicIf you want your associations social media to become morestrategic, the right individual(s) on your staff with a passionand understanding of the technology, regardless of job title,need to be assigned the responsibility. 8. Ad-Hoc to Strategic 9. Assessment Focus groups Environmental scan Membership survey 10. Focus Groups: OREAs Approach 2010 Uncoordinated Fragmented Knee-jerk Rush to the starting line 11. Focus Groups: Contribution to Business They dont go to OREA.com daily but they check their Facebook and LinkedIn everyday. We need to communicate with members, where they are, on a frequent basis. 12. Focus Groups: Social Media Risks Resourcing Guidelines Responding Timeliness Accuracy Doing Nothing 13. Focus Groups: Social Media Barriers Resources Readiness Support Systems/Process Governance Content/Engagement Multiple Strategies 14. Environmental Scan The Big ThreeReal Estate IndustryFacebook Presence Twitter LinkedInPresencePresenceCanadian Association ofAccredited Mortgage ProfessionalsToronto Real Estate Board National Association ofRealtors Multiple Multiple feeds Multiple pages groupsVirginia Association ofREALTORS Canadian Real EstateAssociation 15. Membership Survey: Usage Base: Use Social Media/Networking SitesAware Personally Use Use for BusinessMost Relevant for Business(n=892) (n=617) (n=449)(n=449) % % %% Facebook9784 69 48 YouTube 8935 27 7 Twitter 8512 24 4 LinkedIn6714 60 22 MySpace 64 6 21 Flickr43 6 3* Classmates4113 11 Plaxo 25 5 13 2 ActiveRain17 2 14 4 WordPress 11 2 73 Tumblr 3 1 *0 Ning 1 * *0 Other3 4 88 16. Membership Survey: FrequencyBase: Use the site Facebook YouTube LinkedIn Twitter Classmates Flickr MySpace Plaxo ActiveRain WordPress Other%% % % %%% % % % %Personal Usen=521n=217n=87n=74n=81n=36n=34 n=32 n=308Daily36 10 6 3018 3 0--23Weekly*71 5034 56 13 4127 31 --49< 1 x/week 29 5066 45 86 5874 69 --52Business Usen=308n=122 n=271 n=109 n=59 n=62n=31n=37Daily32 1211 28-- - 9 27 2611Weekly*68 3446 57-- - 4554 4838< 1 x/week 33 66544.3-- - 5645 5262 17. Planning Strategic considerations Mandate Objectives and goals 18. Strategic Considerations Current (2010) state OREA not in leadership position in space Some presence, success Social media about encouraging participation, collaboration Requires culture change driven by leadership Critical success factor: the right people Knowledgeable about how to behave with social media Passionate about the organization CONFIDENTIAL 19. Social Media Mandate To enable OREA to develop informed relationships with its audiences through a leading social media presence that contributes to OREA being recognized as the primary voice and resource on real estate. 20. Over-Riding Objective & Goal Objective: Build on and improveOREAs reputation as anorganization working for itsmembers. Goal: Increase membershipsatisfaction 21. Phase 1: Organizational Objectives &GoalsObjectives GoalsIncrease organizational awareness of the By June, 2011, executives and key staff canbenefits and uses of social media within OREA. identify five key benefits that social media offers OREA.Develop and sustain a staffing and resourceBy April, 2011, implement social media staffingmodel to support OREAs social media activities. plan.Establish a social media presence that balancesBy June, 2011 each department has prepared aconsistency with the unique requirements ofsocial media plan consistent with OREAs socialeach department within OREA. media strategy. 22. OREA Social Media Benefits Increase awareness and visibility Be where our audiences are Enhance member communications Open new channels Form stronger relationships Engage with key stakeholders Real time insight Free tools (Google Analytics) provide complementary data Improve effectiveness Greater efficiency in sharing information New resources for engaging with current and prospective students Maintain our relevance Position ourselves to remain current in evolving media landscape Risk to not participating Unable to listen and engage if not on social media 23. Phase 1: Organizational Objectives &GoalsObjectives GoalsIncrease organizational awareness of the By June, 2011, executives and key staff canbenefits and uses of social media within OREA. identify five key benefits that social media offers OREA.Develop and sustain a staffing and resourceBy April, 2011, implement social media staffingmodel to support OREAs social media activities. plan.Establish a social media presence that balancesBy June, 2011 each department has prepared aconsistency with the unique requirements ofsocial media plan consistent with OREAs socialeach department within OREA. media strategy. 24. Phase 1: Operational Objectives & GoalsObjectives Goals Suggested TacticsProvide a platform for engaging in By April, 2011 have a Identify issueseffective government relations.Government Relations social Set targets for level of membership media infrastructure in place toengagement, letters participate in the provincial Launch Government relations blog election. Designate staff person for listening, responding to identified issuesEnhance effectiveness of Incorporate at least three social Identify unique knowledge to build acommunication about OREAs media tools into the OREA message aroundproducts and services. website, and launch three new Add social media toolbar to website so stand-alone social mediavisitors can share content initiatives by Summer, 2011 Add RSS to website (contingent on web site launchLaunch members wiki: possibility on date).Leadership Development Develop strong LinkedIn presence Launch a subject matter expert blog 25. Governance Social Media Team General Policies Social Media Checklist Response Tree Diagram 26. Social Media Team Internal vs external Internal: knows the organization, services, membership Passion Fast, accurate, responsible response External: early adopter, expertise Mastered appropriate behaviour Built relationships in several networks Skill sets Knowledge of metrics/data Business knowledge Customer advocacy Communication (writing) 27. OREA Social Media Team 28. General Policies Only staff authorized to do so may speak on behalf of OREA. Only members of the Social Media team may set up officialpresences on behalf of OREA on social networks (e.g. LinkedIn,Facebook, YouTube, Twitter, etc.). The same guidelines that apply to OREAs staff activities ingeneral apply to their activities online. Third-party sites may have their own terms and policies, withwhich participants should familiarize themselves. You may not share information that is confidential andproprietary about OREA. Resource: www.socialmediagovernance.com 29. Social Media Initiative Checklist Documented plan (objective supported, audience, success factors) Metrics (response rate, participation, etc.) Consistent with social media policy Estimated time commitment (launch, manage, respond) Staff responsible Potential risks Complies with relevant legislation and regulation (e.g. PCCA, ESA) Mitigation approach Consistent with departmental social media plan Update report meeting scheduled 30. Response Tree 31. Structure Departmental meetings to createsocial media plans Social Media Team meeting onceevery two months One-on-one meetings with thoseengaging in social media on behalf oftheir department 32. Structure Existing AccountsFacebook Twitter Government Relations @oreagr OREA Real Estate College @ocld Ontario Commercial Council @oreaocc LinkedInYouTube OREA Government Relations OCLD (Leadership) 33. Structure - Social Media Initiative Checklist Documented plan (objective supported, audience, success factors) Metrics (response rate, participation, etc.) Consistent with social media policy Estimated time commitment (launch, manage, respond) Staff responsible Potential risks Complies with relevant legislation and regulation (e.g. PCCA, ESA) Mitigation approach Consistent with departmental social media plan Update report meeting scheduled 34. Training Social Media Training Sessions Guideline Training for all staff WordPress Author Training Writing for the Web Training (blogging) Social Media Training Presidents Social Media Training Board of Directors Social Media Training Departmental training: Facebook etc. One-on-one training 35. Listening & Responding Listen FirstTo respond or not to respond,that is the question 36. Listen First Listen for engagement and to mitigate risk Set e-mail frequency LinkedIn Groups, Facebook notifications, Google analytics, RTs, etc. RSS (Google Feedburner) industry blogs or subscribe via email i.e. Facebook blog, Mashable, Social Media Examiner, SmartBrief on Social Media, etc. Listening Software We chose Radian6 (listening & engagement software) Topic Profiles: set up key words Pulls in where your key words are mentioned in the web See who is engaging in the landscape 37. Response Tree Assessment Evaluate Respond ResponseConsiderations 38. Positive Response Assessment 39. Positive Response Evaluation 40. Negative Response Evaluation 41. Response Considerations 42. Responding & Engagement Aids Hootsuite, Tweetdeck, Radian6, etc. Manage Multiple Social Media Profiles www.hootsuite.com Schedule messages Monitor mentions Build Reports Message multiple networks Track results 43. Create or Curate Contentwww.youtube.com/oreainfo Have your social media content compliment each other 44. Share Content - Facebook Facebook iFrame Facebook Post 45. Share Content - Blog 46. Share Content - LinkedIn 47. Share Content - Twitter 48. Implementation Summary Create a STRUCTURE TRAIN the team LISTEN first To RESPOND or not to respond Create or curate CONTENT SHARE your content 49. How do you bring awareness to your socialmedia accounts? 50. Brand Your Social Media Channels @oreagr 51. Use Social Media Effectively Set Timelines & Have a publishing calendar For example: the OREA Real Estate College posts on Facebook at least once/day and blogs once/week www.facebook.com/oreacollege www.oreablog.com The Centre for Leadership Development Divides posts/accounts between employees www.facebook.com/orealeadership 52. Use Social Media Effectively Twitter Follow people, Create lists, reply to people, thank them. Schedule your tweets www.twitter.com/oreainfo www.twitter.com/oreagr LinkedIn Question a week by a different person. Direct message your audience to invite them to join the conversation. 53. Use Social Media Effectively Blog Posts 100-300 words SEO!! Publishing Frequency End with a question/ask for comments Add links, quotes, images, video, etc. 54. Grow Organically Example: www.YouTube.com/oreainfo Joined YouTube 2 months ago Currently has 4 videos uploaded Around 20 subscribers Over 3,200 video views A prime example of a channel thats been grown organicallythrough social media including: Tweets, blogposts, Facebook posts, LinkedIn posts, etc. 55. Integrate dont Segregate Website Like Share Tweet +1 Banner Icons Links 56. Integrate dont Segregate Widgets Email Subscribe Pictures Videos Twibbon 57. Piggyback Live Blogging Inman held its first ever conference in Toronto and I live blogged from the event (7 live blog posts & 1 follow up post). Link: http://www.oreablog.com/category/real-estate-news-2/page/2/ 58. Remember Your RootsOREAOREA Real Estate Collegewww.oreablog.comwww.facebook.com/oreacollegewww.facebook.com/oreainfo www.twitter.com/oreacollegewww.twitter.com/oreainfowww.youtube.com/oreainfoCentre for Leadership Developmentwww.linkedin.comwww.facebook.com/orealeadershipwww.foursquare.comwww.twitter.com/orealeadershipGovernment RelationsPresidentwww.homeownershipmatters.ca www.facebook.com/oreapreswww.facebook.com/oreagr www.twitter.com/oreapreswww.twitter.com/oreagrCommercial Relationswww.youtube.com/oreagrwww.facebook.com/oreaoccwww.flickr.com/oreagr www.twitter.com/oreaocc 59. Email Signature, Banners, Newsletters 60. Facebook Ad for Home Ownership Matters Brought awareness to the campaign with a call to actionTarget Audience: Ontario 18 and older In the category Real EstateObjective: E-mail Candidates Raise Awareness of Campaign 61. Awareness Summary BRAND yourself Use Social Media EFFECTIVELY Grow ORGANICALLY INTEGRATE dont segregate PIGGYBACK Remember your ROOTS Postcards, business cards, email campaigns, email signature,newsletters, QR codes on banners, ads, and more! 62. Search Engine Results 63. Evaluation Happens Constantly Ask yourself the following questions: Whats working? Whats not working? What are we doing well? Evaluate wins and losses. Provide regular updates. 64. Metrics & MeasurementActivity & engagementAwareness & Value Members Brand loyalty/affinity Posts/threads Media placements Comments or ideas Share of conversation Inbound links Sentiment of posts Tags, votes, bookmarks Interaction with content Active profiles Referrals Post frequency/density 65. The OREA blog How are we doing? Analytics. 66. OREA blog OREA blog top referring sites:1. Facebook2. www.orea.com3. Google 67. OREA blog 70% of visitors are new Gaining readership & spreading the word 68. OREA blogPageviews Gage the readershipper post to see whatcontent is valuable. 69. Home Ownership Matters Campaign 70. Measuring Facebook Effectiveness Facebook Analytics Dashboard Insights section of Fan Page; See all Interactions tab Recent posts, the dates and times they were posted, how many impressions each received, and the amount of feedback per impression Post quality: feedback per impression Activity: impressions over time Engagement: feedback between posts 71. Facebook OREA www.facebook.com/oreainfo Government Relations www.facebook.com/oreagr Ontario Commercial Council www.facebook.com/oreaocc Real Estate College www.facebook.com/oreacollege Centre for Leadership Development www.facebook.com/orealeadership OREA President www.facebook.com/oreapres 72. Email Campaign Evaluation Bit.ly Facebook Analytics 73. Measuring Twitter Effectiveness Is anybody paying attention to what youre saying on Twitter? Number of followers = reach Retweets = endorsement ofmessage @ Replies = engagement(sentiment?) Visits from links to posted in Tweets= acting on your Tweets 74. Twitter Tools Tweetdeck: Desktop version of Twitter Hootsuite: Manage Multiple Accounts Hashtags.org: Track hashtag statistics SproutSocial: Manage Multiple Accounts Klout: Discover your influence Twittercounter: stats site Ontario Real Estate Association 75. When to Tweet? Evaluates your mostretweetable time 76. Twitter OREA www.twitter.com/oreainfo OREA Real Estate College www.twitter.com/oreacollege Government Relations www.twitter.com/oreagr Ontario Commercial Council www.twitter.com/oreaocc OREA Centre for Leadership Development www.twitter.com/orealeadership OREA President www.twitter.com/oreapres 77. LinkedIn & YouTube OREA http://www.linkedin.com/groups?mostPopular=&gid=95499 Centre for Leadership Development http://www.linkedin.com/groups?mostPopular=&gid=1888725 OREA www.youtube.com/oreainfo Government Relations www.youtube.com/oreagr 78. Social Media Content Evaluation OREA Blog The Current Categories. What topics are most relevant to you and your industry? Proposed Categories: REALTOR Value, Social Media for REALTORS, Technology, Building your Brand. Feedback. Guest Bloggers REALTORS submitting content to be reviewed and perhaps chosen for the blog? Streamlining the process. Industry experts. Blogging contracts. 79. Ask Your Audience What They Want What topics are most relevant to your industry? What will help you succeed? What can we do for you? OREA Members were surveyed and the value of each of thefollowing blog topics are as follows: 80. Share resultswith the SocialWhat Weve AccomplishedMedia Team, Organization,Committees, etc. Created a Presidents presence on social media (Blog, Twitter, Facebook). Launched, trained staff, and grew the OREA blog to host sections from eachpillar department. Created individual departmental social media plans that fit within the socialmedia strategy. Created and trained all OREA staff on social media guidelines for theOrganization. Social Media Training for the Board of Directors. Launched over-arching OREA social media accounts: Twitter, Facebook, andYouTube. Created and sustained a successful Home Ownership Matters Campaign(website, blog, Facebook, Twitter, Flickr, YouTube, and more). Full social media integration on new OREA website (launching tomorrow)! Social Intranet (coming soon). 81. Evaluation Summary Constant and continuous evaluation Metrics and Measurement Search Engine Results How to Measure effectiveness with Facebook, Twitter,LinkedIn, YouTube, Google analytics, etc. Content Evaluation Ask your audience what they want Report and share results 82. Sharing Knowledge: Social Media Strategy Social Media Governance Guidelines and Policies Checklist and Response Tree Membership Survey Results (includes questions) Training Presentations (President, Volunteers, Staff)Email: community@orea.com 83. QuestionsNatasha Lemire-Blair, CAEGeorgia Sapounascommercialrelations@orea.com community@orea.com@oreaocc @oreainfo