2/19/2017

Automated Facebook Marketing? YES! KW TECHNOLOGY

KW TECHNOLOGY

Presenters

Kirby Chan

Scott Shapiro

Josh Team

Toronto, ON, Canada Technology Ambassador, Agent and Operating Principal

Senior Client Partner, Facebook

Chief Innovation Officer, KWRI

KW TECHNOLOGY

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GOAL Move Friends Along to Become Core Advocates

Throw me some leads KW TECHNOLOGY

Why Facebook? Facebook has 1.79 billion Monthly Active Users, more monthly active users than WhatsApp (500 million), Twitter (284 million) and Instagram (200 million)—combined 1.18 billion people log onto Facebook daily active users Highest traffic occurs mid-week between 1-3 PM On Thursdays and Fridays, engagement is 18% higher As a CRM - Facebook users fill out their own fields! and update their information themselves KW TECHNOLOGY

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The Four Laws of Lead Generation

1. 2. 3. 4.

Build a database. Feed it every day. Communicate with it in a systematic way. Service all the leads that come your way.

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Build a Database LISTS

Facebook Lists • Relationships are unique • Don’t throw a bunch of random messages against the wall and see what sticks • Get the right message to the right people

Agents • Buyer Agents • Listing Agents • National • Niche Team Potential Hires Charities Staff Allied Resources Local Media

Family Sports Teams Nightlife Hobby Pages Condo Associations Neighborhood Pages Past Clients Current Clients Market Center Agents Police and Fire

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Feed It Every Day

Taking Offline Friends Online • Door Knocking / Calling • Networking Events / Parties • Open House • Internet Lead Generation KW TECHNOLOGY

Feed It Every Day Message People From Your Groups

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Feed It Every Day

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Feed It Every Day

• Add people that connect with you when they like, comment on and share your posts, ads or interact with your page • Add people that you have great conversations with in groups • Make good use of #hashtags KW TECHNOLOGY

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Communicate With It Systematically • MAPS - Never Ending Referrals Group Coaching Program. Take it! • Connect with two letters a day • Have simple non real estate conversations • Contribute. Refer. Help. KW TECHNOLOGY

Communicate With It Systematically Taking Online Friends Offline Meet In Real Life! • Seminars • Customer Appreciation Events • Pop By, Coffee Meetings • Send a Gift or Note for Special Occasions KW TECHNOLOGY

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Service of All the Leads • Teach them to contact you by phone, text and easiest way by Facebook Messenger. That’s how you’ve been communicated • Do a group chat. Add their referrals into the chat. Easiest introduction. KW TECHNOLOGY

12 Direct - Image + Message

KW TECHNOLOGY

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Facebook Case Study: Objectives Can we expose an agent’s brand to significantly more people for less money? Can we generate more clicks to an agent’s site for significantly less money? Can our algorithm target the right people with the right message, giving us a better ROI?

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Facebook Case Study: Setup • More than a dozen agents monitored • Six geographic areas • Different production levels Group A: Agents were given $2,500 to use to grow their business Group B: We placed ads for the agents using our Facebook solution K W

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Facebook Case Study: Findings Can we expose an agent’s brand to significantly more people for less money?

Generated 56% more impressions With the same amount of money, in the same market, at the exact same time. K W

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Facebook Case Study: Findings Can we generate more clicks to an agent’s site for significantly less money?

Generated more than 9,000 clicks, averaging $0.57/click Compared to agents in the test group who spent $2,500 and received 0 clicks.

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Facebook Case Study: Findings Can our algorithm target the right people with the right message, giving us a better ROI?

60% increase in click-through rate

When compared side by side with the standard Facebook ad campaigns.

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Facebook Advertising Made Easy

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Getting Started

Connect your Facebook page

Set up your ad campaign

Track leads and traffic

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Step 1: Connect Your Facebook Page

Choose your Facebook page from the drop down menu or create one by clicking “Add New Page”

Connect your Facebook page

Set up your Ad campaign

Track leads and traffic

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Step 2: Set Up Your Ad Campaign Use the step by step question and answer tool to create an ad in minutes

Connect your Facebook page

Set up your Ad campaign

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Track leads and traffic

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Step 3: Track Leads and Traffic • • •

Connect your Facebook page

Set up your Ad campaign

Track leads and traffic

Reach CPC Clicks

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Track Key Page Metrics

• • • • • •

Post Likes Post Engagement Post Impressions Page Views Videos Reach K W

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Track Key Page Metrics Compare your reach and engagement to other sites

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Track Key Page Metrics Stat comparisons to the average agent • • •

Response time Posts SEO words

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How do I get started? Sign up today at the Technology booth in the KW Marketplace to be eligible for the Early Adopter program launching in Q2!

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