Inman Connect San Francisco 2016
August 5, 2016, Emeryville, USA
Inman Connect San Francisco 2016
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Traditional Marketing + New Tech = New and Lasting Relationships
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About speaker

Katie Lance
CEO & Founder at Katie Lance Consulting

I specialize in social media and content strategy and have worked with many real estate and mortgage brands including RE/MAX LLC, DocuSign, RPM Mortgage, Hearsay Social, Homekeepr, SmartZip, PNC Mortgage, Referral Exchange, Cloud CMA and hundreds more.I am a media trained public speaker on stage and on camera, and a frequent keynote speaker at national conferences teaching the latest tools and strategies in social media, mobile and technology. I have spoken to tens of thousands of professionals onstage and online through webinars.I am also the founder of the #GetSocialSmart Academy - the on-demand social media learning platform for real estate and mortgage professionals and the author of the Amazon best-seller #GetSocialSmart.Prior, I was the social media director for Inman News, and built Inman's social footprint from 5,000 followers and fans to over 300,000. I created Inman's ambassador program - a select group of top agents and brokers who are some of the most socially active professionals in the real estate industry. This group has a social reach of more than 2M friends, followers and fans.I was also contributing editor for Inman Next, and managing editor for FOREM (Future of Real Estate Marketing Blog), rated #2 by the National Association of Real Estate Editors and have written more than 300 articles on social media and technology.

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About the talk

Topic: Business

A social media strategist, Katie show us the path to engagement that mixes the human touch with the best practices online, including new forms of engagement that cement our connections.

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So earlier this year. I was on a flight from San Francisco to Orlando, a 6-hour flight. And as I got settled into my seat the flight attendant got on the line on the loudspeaker and said we're terribly sorry. There won't be any Wi-Fi in your flight today and being the social media person that I am I took to Twitter and sent a tweet and the tweet said 6-hour flight without Wi-Fi. I'll catch you on the flip side. I didn't think too much of it took a little bit of a nap landed in Orlando and no by the way. I was actually the back of the airplane and when we land the

flight attendant gets on the speaker again and says attention to passenger Katie Lance, Passenger Katie Lance Before you depart the aircraft today. Please see United representative. So you don't really think the worst right? I took out my phone. I'm checking my messages. And again, I'm at the back of the plane. So, you know how it goes taking all your things out, you know, getting there all over things together and working our way up the you know up

the aircraft and again the flight attendant comes on the loudspeaker and says Passenger Katie Lance please don't forget to see United representative before you leave the aircraft today. So I work my way up the jetway. I see the flight attendants and she says, this is Lance great. We have a United representative that would like to speak to you. So she ushers me to the end of the jetway and there's a nicely dressed gentleman and in his hand is a gift bag. And he says to me Mrs. Lance on behalf of United Airlines in our team here at Orlando. Would love to thank you for your business

and give you a a token of our appreciation. I was pretty blown away. I don't to this day really remember what I said. I think I should have stumbled through a few. Thank you so much took the nice gift bag walk down the jetway to fugates down sat down open up the gift bag and inside were a bunch of wonderful to go travel accessories from Brookstone and all kinds of fun goodies. But at the bottom of that bag was a note a handwritten note Evernote basically said that it said dear Katie Lance. We're so sorry on your flight today from San Francisco to Orlando

that you didn't have Wi-Fi on your flight. It's something we're working on a wet United. It's something we're working on with our team and we really appreciate your business. And if there's anything that we can help do to make your stay in Orlando better, please don't hesitate to reach out to us signed Natalie and that Eliza the local marketing director for United in Orlando. Well, as you can imagine I was pretty blown away. I quickly texted my assistant text to my husband went to my hotel room did a periscope tweeted about I put on Facebook told the whole world and very

quickly after that. I actually got a tweet from Natalie who said something to the effect of this is why I love what I do. I start with that story today because this talk is all about traditional marketing and new marketing and how to bridge that Gap and I thought what a great example of taking that traditional marketing and making it such a remarkable experience. I'm going to share with you 10 quick action items today things that have helped me in my business as I've consulted in worker companies all throughout the real estate and mortgage space and things that have really

helped agents that I've worked with take that traditional marketing to the next level with a digital marketing. So the first thing is surprise and Delight Natalie surprised and delighted made its United for sure and there's so much pleasure in being able to surprise and Delight people. I think we don't talk enough about that when it comes to social media, you know as much as I love to talk about having a Content schedule on a strategy and an editorial calendar. There's also a lot of value and surprising and delighting people. When's the last time you did that for your clients for your

agents? It's a huge opportunity. Be intentional as I've been saying for years stop the random acts of social media. If you're tweeting tweet that South random acts of social media, but be really intentional when I look at the agents and Brokers that are getting 70 80 90 per-cent of their business from social media. One of the number one things that they're doing is they're being really intentional living really laser focused and they're they're using systems that I've been so we've been talking about for years like Facebook. Listen Twitter less than getting really organized

and intentional about who they are and the time they spend in social media. The third thing is that relationships are built with small tiny interactions over the course of time. This is a picture of my two boys. I want to Luke Owen is 8 Lucas 5 and you know as soon as you have kids or grandkids, it's so easy for kids to make friends, right? You just Tito go to a Parker or school and they turn around and say you want to play my say sure and for us this week as we would sure it's not that easy. So when I think about social media and every one of the best things that's really think

about when it comes to building relationships is to remember that every life every, never share ads up. It's important to recognize and validate people, especially when they're talking about things that are important to them and social media My next step is to embrace change fell off and I talked to agents and brokers who so to have their walls up when it comes to social media, especially things like Snapchat and Facebook live and Periscope and we've all been there as soon as we feel like we've got it something changes, but I have to say, you know, that old saying life is 10%

what happens to you and 90% how you react to it? So Embrace change it have a good attitude when it comes to technology. Understand that that real estate is a sacred experience a sacred 3. This is a picture of my grandmother on her 96th birthday. We called her Nana and 6 days after this picture. She passed away and then 8 months later my grandfather passed away. And so when my family went through the process of going through their 70-plus years of thing that they had accumulated in their home and going through that process of selling their home. We weren't

just another transaction. We weren't just another lead. It's a very sacred experience and I think when you look at the real estate industry, and we talked a lot about leaves and transactions and all of that of course is very important, but for most people buying and selling a home, is it extremely intensely personal experience and we are I hope we never forget that part when we talk about new marketing traditional marketing and how those work together. Being a good finder look around.

There's there's so many opportunities to elevate those around you. I want to look at the people who are doing the best when it comes to social media and digital marketing. Not only do they have that strategy in the plan. They really recognize those around us and as they look in this room. There's so many great people to elevate and to recognize The magic is in the 1210 is again as much as I love to talk about you having an overall content strategy. And and when I think about how you know, how you replace your Facebook strategy look and things like that a lot of magic in the 121. So the

next time your broker to your franchise has a really big announcement and you were to put a lot of money behind it with PR and you going to blast it everywhere before you do all that. Think about the two or three people. You could tell first the two or three people you can bring into your office and say And there's so much magic in that one to one. The future is live Amber Heard that Gary vaynerchuk talked about this yesterday when he was talking about new technology, but things like Snapchat Facebook live Periscope live streaming

is nothing new by any means, but the fact that we're all you know, what the touch of a button in our hands on her mobile devices can broadcast live and do live video is so amazing. I think a lot of agents and Brokers we've been talking about live video and the power of a video for years and years, but when you can broadcast live and people can see and hear you and ask you a question and bridge that gap between some of the the the distrust that still exist in the industry. It's really incredible. Facebook's actually investing over 50 million dollars celebrities and spend Sports

athletes encouraging them to use Facebook live and it's for the number one things that you can do right now to increase your reach increase those eyeballs. I'm really differentiate yourself on social media. Embrace Nostalgia, one of my favorite parts of Facebook. I'm sure you've seen this is that button that says on this day. I love looking at that because I love looked back to see what happened a year ago 3 years ago 5 years ago because a lot of times we remember the big moments. We remember the Christmases and the birthdays and anniversaries in the wedding, but we forget the little

moments like the moment your son says, I love you mommy for the first time. All those little moments and when I think about nostalgia in real estate for stomachs does nostalgia, what do you been in the business just a few years or maybe you're someone who's a veteran even in the business 20 or 30 years. What's your story and should be done to share that on social media, especially today with Facebook live SnapChat all the opportunities that we have such a big big opportunity. Take the online offline. I think this is one of the most important things. Somebody was asking me the other day

today. What was my favorite form of traditional marketing? And I said, thank you cards, right? My mom taught me. Well, thank you cards are so important because as much as I love texting and tweeting and everything, there's something very intentional about someone taking the time to grab a nice piece of stationery get a pen find your address get a stamp put it all together and for two or three minutes, they're being so focused on what they're writing. So taking the online offline and I encourage you to go about your business where their moments of opportunities where you see it's

someone's birthday and you can be one of the 300 people that writes on the wall and says happy birthday, or you could be one of the three people that send him a private message on Facebook or text them or send them a Note 2 days before or call them and bridging that gap between that traditional and online. It's not one of the other but how those work together. I could talk so much more about this right here with everything. I talked about today plus so much more. There's a free download if you go to Katie Lance.com for icff 2016.

I want to finish with a quick story. Some of you who I'm friends with on Facebook has seen you talk a lot about Charlotte's Web. Charlotte's Web is one of my favorite books as a young girl. I probably read it a hundred times and this summer. I was looking for an opportunity to do something really special with my boys, especially at bedtime. And for those of you who have kids, you know bedtime as much as we loved it to be relaxing. Always relaxing when you have kids. I don't want to do it to create a special memory for my boys. So the past 12 or 13 weeks. We've been reading Charlotte

webs in a great experience and at the end of the book there's a quote that I thought was so appropriate to end my talk today. And the code is you have been my friend replied Charlotte and that in itself is a tremendous thing. And when I think about the opportunity when it comes to social media and digital technology creating those friendships is so valuable. And as I stand here on the best Asian real estate and I look at it this amazing audience. I'm looking out an audience of friends. And if you go back to your office has your brokerage is your

airplane flights later today. Never remember never forget that this opportunity to make those connections to make those friendship that the power of social media and traditional marketing and I encourage all of you to have your best year ever. Thank you so much.

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