Real Time Search: Revolutionary Change Marketers Must Understand OR Fail

“The days of SEO as the primary traffic driver to your website are over. Don’t get us wrong, organic search engine optimization isn’t about to disappear as a key traffic driver.  .  .   However, recent technology trends enable a brave new world of marketing. Ignore them at your peril.” –  Elyssa Pallai ReadWriteWeb.com

“With all the capabilities these phones that are coming out have – like GPS, cameras – we think there is the potential to actually make this mobile Web better than the PC Web.”Google’s VP of product development

The dawn of a new age in how people find companies is about to break- search engine optimization experts and Google are in for changes. Over the course of the past decade, search engine optimization has created a path for companies, willing to pay, to gain access to top positioning in Google’s indexing for the most important keyword searches. The results of these well integrated plans are high ranking page one positions within Google searches relevant to the company’s keyword strategies.

Problematic Indexing

As a result of many SEO campaigns, companies are able to remain in high ranking page one indexed positions (1-10) long after the information from the article (post) is deemed obsolete and old. The results of Google’s indexing algorithm impacts the usefulness of information returned on many Google searches and weakens Google’s credibility to return relevant, meaningful information.

A Seachange In How We Find Information: Real Time

The coming wave of change in search is real time search. Pat Kitano principle at Domus Consulting Group LLC and many top thought leaders in the social media space have been announcing the coming transformation. In one of the most important articles to date about real time search, 4 Tech Trends You Must Understand To Be An Effective Marketer, Elyssa Pallai outlines 4 key trends to watch out for in the coming change:

  • Information Sharing Viral Opportunities: Social networking sites like Facebook and Twitter have become “a key link in the search and information sharing value chain.  .  .  These sites are an important information source for everyone. Importantly, friends’ recommendations are key”
  • Mobile Is Gigantic: “”With all the capabilities these phones that are coming out have – like GPS, cameras – we think there is the potential to actually make this mobile Web better than the PC Web.” Google’s VP of product development. The sharing of information in real time will be driven by the adoption of smart phones under way right now
  • Location Based Services: ReadWriteWeb’s Frederic Lardinois reported in June 2009 that 1 in 3 smart phone owners use location based services. Consequently real time opportunities exist, for many businesses, to market to individuals who are minutes from the brick n mortar location of the business
  • Google’s Real Time Indexing: Google’s launch of real time indexing of tweets (Twitter) and Facebook messages will revolutionize how people find businesses and communicate. Companies and individuals will eventually be able to have their social media messages indexed, consumers will be able to find fresh real time links more relevant than the old PC Web indexed results, and consumers will have the opportunity to participate-communicate in real time within these conversations

A Job Seeker’s Day In The World of Social Media

Chicago Sun-Times published this deansguide article 2-08-09

In my post “Job Seekers How Do You Organize Your Day?” I ask the reader to identify whether they were making 10 mistakes  in their job search. As a follow up to this article I want to outline a day in the life of a job seeker who utilizes social media for their job search efforts. No resumes are sent in the making of this day-just value.

Daily Structure for Job Seekers Utilizing Social Media

1. 8:00am Check email:

2. 8:30am Check Google Reader:  Job Seekers should have their feed reader filled with the following resources:

a.) Blogs authored by companies that are on your company target list
b.) Linkedin Q&A, where you can follow relevant information to your targeted niche
c.) Blogs authored by associations or networking blogs within your field of interest
d.) Twitter feeds from recruiters, career strategists, and your local job market news agencies

3. 9:30am Linkedin: Create a new message in the “What are you working on” tool on your home page. This tool provides exposure of your activities to your entire network:

deans-linkedin-twitter-box

4.  9:45am Linkedin: Ask or Answer a Question to demonstrate your expertise

5.  10:30am Blog:  Check your blog stats, answer any comments, monitor traffic for each blog article within the last week, check keyword and Referrers sections

6.  11:00am Write Article: Choose a subject from the research you performed in your Google Reader and email check.

7.  11:45am Lunch-Twitter: Broadcast your new article & mine for article resources

8.  12:45pm Social Media Networking: Deliver your value by leaving link(s) to your article(s) on your targeted company’s blog(s), mass media blogs, industry association sites, and influential blogs comment sections. Ex below Ryan Phillipenko left a link (in red) to his blog .

deans-comment-ex

9.  2:00pm Check Email-Twitter: Return all messages and reach out to one new contact

10. 2:30pm Research Networking: Look for offline networking meetings, events, meetups, tweetups, and charity events

11.  3:30pm Cold Calls: Call your network and offer your value. Offer to volunteer, provide free services, or offer any breaking news or resources that will help your networking partners

12.  4:00pm Twitter: Tweet your latest article, leave at least 5 new messages with valuable resource links, connect via conversation with at least 3 new people

13. 4:45pm Review Monster.com & Careerbuilder.com: stay connected to these sites

14. 5:15pm  Linkedin Answer Follow up: Look for follow up to questions that are niche specific to your job search.

15. 5:45pm  Read One Social Media Blog: Read at least one current article from social media experts Chris Brogan, Guy Kawasaki, Peter Kim, Pat Kitano, or InnerArchitect

Entrepreneurs and Companies: Peter Kim Your Guide Through Social Media Terrain

Recently I introduced Peter Kim to our readers, for some he was already a part of their regular reading, with the hopes that he could shed light on social media, measurement, and the trends that are developing. Including Patrick Kitano of Domus Consulting Group, Chris Brogan, and Guy Kawasaki, Peter Kim is one of the most important new thought practitioners of our times.

Who is Peter Kim?

Peter Kim is one of the most important architects of social media and a well respected social media expert. Peter is considered an expert in the art and science of “the intersection of social technology and marketing strategy.” He has been quoted by the most prestigious press organizations from the Wall Street Journal to CBS Evening News.

10 Articles Worth Your Time

At the end of each month, Peter performs his traffic analytics to see what was the most well read articles for that month. From this exercise, comes Peter’s Top 10 Content list. If you are a entrepreneur, small business, large corporation, or job seeker looking to move your message of value forward then this is a list that will provide great value:

  1. A List of Social Media Marketing Examples
  2. Social Media Predictions 2009
  3. It’s Time To Transform
  4. Why Web 2.0 Still Matters
  5. Reputation Matters
  6. How to break free from the echo chamber
  7. A framework for measuring social media
  8. Now’s the time, the time is now
  9. The need for services in social technology
  10. How to set an ego trap

Social Media Networking Strategy #1: Be a Social Media Anthropologist

My Photo

Brian Solis Principle of “Future Works” and Social Media expert

Anthropology is the study of humanity. Within this discipline lurks the often maligned and always second guessed social anthropologist. Social anthropologist examine cultures, dissect cultures within cultures, and attempt to posit and theorize answers to why a society or people live within a structure of their making.

Brian Solis’s, no nonsense Social Media expert, article “Will the Real Social Media Expert Please Stand Up” is an in depth valuable assessment of social media systems landscape. According to Solis:

“Social media is about sociology and the understanding that with the new social tools available to us, we can more effectively observe the cultures of online communities and listen to and respond directly to people within the communities.”

Strategy to Engage

1. Stop pushing your sales pitch, thoughts, or agenda at people

2. Start listening to the conversation within a Social Media community

3. Contribute and talk to people within the Social Media community you wish to engage

4. Assess what the conversation involves, how to contribute, and what to listen to within the community

5. Give your value, contribute this value to the conversation

6. Monitor the conversation and watch for acceptance and response to your value give

7. Respect, honesty, and support will lead to trust within the community for you and your contributions

8. Become a Sociologist. Understand the group aka community. According to Solis “everything they (community) do is reflective of those they want to engage and embrace”

Guy Kawasaki’s “Unfair Advantage” For Realtors: Create Your Writing Platform

Guy Kawasaki asks the eternal question of business owners, entrepreneurs, and corporations when he says “What is your unfair advantage?” Simply put what makes you or your business so special that your competition can not or will not compete with you.

In the real estate niche, the majority of Realtors point to the same “differentiating factors” when attempting to create a perception of a unfair advantage. Some Realtors claim their experience and customer service are “unfair advantages” over their competition. Yet the fact remains that there are thousands of Realtors with great experience and superior customer service.

“Unfair Advantage #1: Writing”

Creating a writing platform within your business is a major “unfair advantage” when you consider the number of Realtors who do not consistently utilize this strategy. Separate yourself and your business by creating all of the following tools:

1. Blog- The most powerful writing tool for your “next generation” marketing campaign, lead generation, SEO tool, and exposure is the blog. Whether you like the idea or not, blogs are here to stay. First adopters will reap the search engine optimization benefits while those Realtors that refuse to blog will be left off line in world this online. Eventually you will immerse yourself in Web 2.0 “social networking” via Digg, Reddit, delicious, stumbleupon, twitter, facebook, LinkedIn, Plaxo, friendfeed, and other social bookmarking or sharing sites

2. Freelance Contributor- Hone your writing skills first by practicing on your blog. Then contact your local newspapers, trade association, affiliates, community groups, rotaries, Kiwanis Clubs, investment clubs, church groups, and any other local organizations and offer to do a guest column

3. Newsletter- Create a newsletter for delivery EVERY OTHER week (no more-no less). Ask for permission (permission marketing) to deliver your newsletter via email to your list (those who have opted in to be on your list of course)

Tone for your newsletter is simple-valuable free information on a continuous basis asking for NOTHING in return from your readers. Write short succinct articles (2-4 paragraphs) like Top 10 lists, how to guides, tips, or resource listings

Proof This Works

You need not go any further than the following list of blogger-Realtors/affiliates for the reasons why you should be creating a writing platform within your business. Most of these people have either written or stated that blogging (writing) has changed their life and their business in such positive and profound ways.

1. Brian Brady www.mortgageratesreport.com
2. Tom Royce http://therealestatebloggers.com
3. Ardel’s www.searchingseattleblog.com/
4. Athol Kay’s http://reagentinct.com/about-page/
5. Marlow Harris http://360digest.com/
6. John Harper’s http://www.theharperteam.com/blog
7. Teresa Boardman http://www.stpaulrealestateblog.com/
8. Dustin and the gang at http://www.raincityguide.com/about/
9. Joshua Dorkin http://www.biggerpockets.com/renewsblog/contributors/
10. Kevin Boer http://3oceansrealestate.com/blog/

11. And me dean http://deansguide.wordpress.com and innerarchitect.com

Realtor’s Web 2.0 Crash Course Tool #1: MiloBlog

FoxBusiness.com published this deansguide article May 3, 2008

Are you a Realtor, broker, or affiliate who is interested in learning what Web 2.0 means, how it effects the real estate industry, and how to harness the power of this ongoing revolution? Even if you just want to look informed and with it, the best spot to begin is Miloblog. Miloblog’s tagline “Your guide to real estate marketing and technology trends” says it all.

MiloBlog’s categories contain articles for beginner-advanced lessons on Web 2.0

1. Blog Tips: Blogging the most powerful marketing tool to Realtors today
2. Finance 2.0: With the meltdown, this becomes a very important area to master
3. Listing Tips: Days of the local newspaper are fast approaching zero
4. Search Optimization: aka SEO aka How people find you and your business
5. Web 2.0 Marketing: Global reach, 24/7, online all the time
6. Web site tools: Tools that make your website effective

Substance Factor

The list of experts featured on Miloblog is a who’s who of major players in the blogosphere

1. Joel Burslem of Future of Real Estate Marketing

2. Brad and Inman News

3. The Trulia Blog

4. The wizards at Mashable

5. Jim at The Real Estate Tomato

6. Mighty Zillow Blog

Two additional sites you should read to round out your education

1. Pat Kitano’s transparent real estate a veritable looking glass crystal ball into the future of real estate

2. Tommy’s the real estate bloggers a split second news magnet keeping you informed ahead of the crowd

American News Media and Real Estate Industry: Your Business Models Are Changing Are You Ready To Survive?

Reuters.com published this article March 17, 2008 

In a bombshell report on the “state of the news media 2008″ the Project for Excellence in Journalism, a “non partisan-non ideological-non political” research organization reports some astute if not astonishing findings that show eerie parallels between mass media and the real estate industry:

The Original Posit

1. Critics Wrong?: The posit here is that critics tended, myself included, to seetechnology democratizing the media and traditional journalism in decline.” Audiences are “fragmenting across new information sources (blogs-social media sites) breaking the grip of the media elites.” That was our posit and stance.

2. Long Tail Theory: the idea that the millions of niche markets could be bigger in aggregate than the “old mass market dominated by large companies and producers.”

Analysis

These points would lead to the perception that mass news media is losing it’s audience to bloggers, losing it’s readership, and battling a losing war of attrition to “citizen journalism.”

Reality #1

The truth according to Project for Excellence in Journalism is “even with so many new sources, more people now consume what old media newsrooms produce, particularly from print, than before.” Traditional news media is more popular than ever before but how?

Reality #2

Although the fact that news media popularity remains high, with readers clamoring to read their product, the problem remains that there are less advertising dollars leading to layoffs and staff cuts as a way to reduce costs. According to Joe Garofoli’s well organized article on this report “. . . the latest (example) is 157 Media News employees in the Bay Area were let go over the past few weeks.”

Outlook for American News Media and Real Estate Industry a Parallel

The crisis in journalism, in other words, may not strictly be loss of audience. It may, more fundamentally, be the decoupling of news and advertising. . .”

News people see as their basic challenge: somehow they must reinvent their profession and their business model at the same time they are cutting back on their reporting and resources.”

Real Estate Industry Challenge and Analysis

Like journalism, the market for buyers and sellers is still out there but the rules of engagement have changed drastically. The business model for brokers going forward will be to provide free unlimited information that is constantly refreshed, monitored, and provides real time engagement with it’s audience.

The Change

Real Estate broker-owners in the past could rely upon exclusivity of the mls information as the “secret formula” or carrot on a stick business driver. Broker’s had control of this information and the public was forced to engage with brokers in order to gain access to what they wanted to explore.

Today that old business model is gone and doomed to failure. The new model is total transparency in business, in information, and in practices and processes.

Mechanisms for Success and Survival

For Realtor broker owners the mechanisms for Success and Survival:

1. Incorporate blogging as the marketing tool
2. Search engine optimization tool
3. Advertising tool
4. Information-Value provider to the public

Killer Application

Within this strategy is the blog network which is a first adopter advantage that guarantees a broker the survival of his/ her business, search engine optimization that becomes the “killer” lead generation application of the future and the tool which can and will lock your competition out of Google searches pertaining to your keywords, phrase based on your location and niche market.

“Blog Networks Series” Part 1: The Most Powerful Marketing Secret Real Esate Brokers Must Understand

In the series, “Blog Networks”, we will illustrate the sea-change blogging is bringing to mass media and it’s effects on your business, identify why blogging is where you should be placing your monies, and finally present Blog Networks-the biggest first mover advantage to brokers who wish to generate and close leads while locking their competition out of the market.

Revolutionary, sea-change, “Purple Cow”, first adopter’s massive advantage, and monopoly are all striking yet appropriate descriptions of Pat Kitano’s Blog Network predictions for real estate brokerages in 2008.

But in order to understand why this tool will change the face of real estate marketing-advertising and lead generation, brokers must first accept the fact that what used to work in the past is quickly losing effectiveness today moving into the future.

The days of Yellow Pages advertising, local newspaper advertising, and magazine advertising are quickly losing ground to the online information revolution that is Web 2.0. Newspaper and magazine advertising will always remain a part of a Broker’s marketing plan but now and into the future it will have a decreasing role and effect.

How do we know this to be true?

Technology Director and author of mytechopinion.com Reggie Nicolay provides the following eye opening statistics:

1. National Association of Realtors state that “72% of buyers begin their search online”
2. California Association of Realtors states that “84% of buyers begin their search online”
3. 35% of buyers and sellers begin their search online at Google.com
4. 100,000,000 blogs are in the blogosphere yet real estate remains a open niche
5. Hyper local blogs,
theharperteam.com, are capturing valuable search engine placement ahead of small, local news agencies in their area

Sign of The Times

Rupert Murdoch’s decision to change the Wall Street Journal from a paid online subscription fee to an advertising revenue based business model (free to readers) was a defining moment in how blogging is changing the media landscape.

According to prolific blogger Tommy of therealestatebloggers.com’s insightful article “Note To Sellers, Buyers Are Looking Online for Homes Not the Newspapers” ad revenue is down in the print media due to the influx of blogs providing valuable, free, time sensitive information which allows the reader to interact with the source in a real time format.

Analysis

Consequently the first step to unleashing the unlimited power of your own Blog Network is understanding how the media landscape is changing. People are no longer going to their newspapers and magazines as a first step to search for real estate information.

Real Estate Broker’s Survival Kit Tool #1:”Year of The Blog Networks” Kitano’s Visionary Scenario of Your Industry

Pat Kitano, former Wall Street investment banker and analyst, founder and principle of leading real estate consulting firm Domus Consulting Group, is the most important visionary pundit in real estate today. His blog transparentre.com, voted one of the top 25 innovative blogs by Inman News, is positing the most important information and predictions available to real estate brokers about the real estate industry and business model.

The following articles are templates for your business planning for 2008 and beyond: Year of The Blog Networks“, “Real Estate Bloggers, finally a direct channel into online consumers“, “Latest Brokerage Website Trends”, “Counter Intuitive Lead Generation Ideas“, and “Active Rain Review.”

Analysis: Simply put if you own a real estate brokerage firm you should consider Kitano’s warnings and posits as a view into the near future of real estate marketing, the relationship between the consumer and the brokerage, and the changing relationship between real estate agent and representative broker.

The eye opening assertions:

1. Real Estate Blog Networks are like the next real estate franchises

2. Blog networks will integrate with the broker website

3. Broker blog networks will create huge traffic, high Google search engine placement, and lead generation machines as a broker’s selected blogging agents produce multiple articles on hyper local city-neighborhood areas.

4. Consumers want interaction, valuable specific regional information, maps, and tools to help them make their decisions; current broker IDX site models are obsolete and produce little traffic and fewer leads for agents and thus brokers

5. Real Estate Industry is becoming more “agent-centric”, once proud (broker) brand names are becoming marginalized (due to agent’s successful blogging efforts independent of the broker) and agents themselves the influential marketing factor.

The library of strategic information and thought provoking scenarios are too numerous to list here. Suffice it to say that every broker worth his/her salt should take advantage of this free library of information and consider implementing these ideas into their business plans.

Top 20 deansguide Articles In 2007: Part 1 “Eclectic And Traffic”

My blog deansguide began as a suggestive challenge from one of my best friends and mentors Patrick Kitano. Pat made two visionary posits:

First the blogisphere will change the face of media as we know it. Second blogging will become “citizen journalism” leading to “radical transparency” and a new connectedness never before seen on a global scale. You were right Pat. Thank you for your help!

Consequently, Part 1 of deansguide year end review takes a look at the top 10 articles by traffic and buzz created in the blogisphere. Part 2 will take a look at the top 10 articles written about the real estate industry.

With little fanfare but much pride Part 1:

1. Hearst Mansion: “Nation’s Most Expensive Residential Listing–$165,000,000 and The Godfather Too!” This was by far the most read article on deansguide in 2007. It was one of the shortest. Sometimes big things come in small packages. In the month of December this article has been viewed 1,009 times with a grand total since it’s publication, July 10, 2007, of over 6,000 views. Thank you all.

2. Immigrant & Social Order: The Oakland Chapter of the Hell’s Angels 50th Anniversary This was deansguide’s first article on March 30, 2007. It was my most eclectic and well read post until “Hearst Mansion.” Hell’s Angels vs Mafia in a who is more dangerous who is more honest-you might be surprised with my answers. This article averages 500 views per month.

3. “1031 Advance”: Private Exchange Company Missing In Action In Silicon Valley This is the firestorm article that started it all for deansguide. This article was the initial spark into the 1031 Exchange fiasco and rip offs that have shaken the industry to it’s core. My tip, from a very well connected source within the title industry, helped me announce the sleazy unannounced fly by night closing of San Jose based 1031 Advance- an Ed Okun holding. Just check out the picture of Michael Douglass as “Gordon Gecko.”

4. One of the 350 Victims of Ed Okun’s Bankrupt 1031 Exchange Tax Group Speaks Out: “The Most Compelling Case Yet For Action to be Taken!” This article launched deansguide as a conduit of information and a place for victims of the Ed Okun disaster and the Donald McGhan Southwest rip off to communicate. The driving force behind this communication is Elizabeth Callanan one of the 350 victims still awaiting a settlement.

Elizabeth has provided information that is vital to the awareness of events surrounding the settlement of this case. Her story is a sad cautionary tale and one that has averaged 400 views per month since it’s publication. Thank you Elizabeth!

5. Ode to “Chili Eye Charlie. . . November 11, 2006 In what was the most difficult yet most satisfying deansguide article to date, Ode to Chili Eye Charlie was my final farewell to my best friend the victim of throat cancer. Charles Barry Henderson died after a swift and painful fight for his life of 7 weeks. This article was meant for me and for those who have lost friends or family to cancer and live the pain on a daily basis.

Chili Eye was a former Hollywood special effects coordinator, back lot knock around, army veteran, and Harley enthusiast who lead a wild life with a compassionate conclusion–after years of searching he found his purpose in life and made good on it!

6. Tips for Maintaining Positive Energy written by author and inspirational speaker Susan Hanshaw, this article has found a huge following within the educational environment. It has been viewed over 2,500 times in the last 6 weeks with the majority of traffic originating from colleges, universities, and school district web sites nationwide.

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It is a compelling and instructional message that will help you reset your mind and focus going forward for 2008.

7. Breaking News–US Trustee In 1031 Tax Group Case Answers JPS Capital: “JPS Is Not Currently Offering $148 Million To Okun And The Creditors” This article was the culmination of the Joel Shapiro JPS Capital–Jerry McHale United States Trustee for the settlement of the Okun case saga.

This article invoked the kind wrath of Mr. Shapiro, the hearty thank you from Mr. McHale, and interest from Forbes magazine associate editor Michael Maiello. Thank you gentlemen for your input and communication.

8. Will Universities Adopt Blogging aka “Citizen Journalism” To Help Mold Perception and Create Their Brand? This article was both fun and serious. It outlines the stupid waste of student funds and UC Berkeley operating funds on a firm hired to provide branding and marketing expertise. I wrote a scathing review of why administrators should have utilized student, department, and faculty brain power in creating a branding strategy. Instead the school spent $200,000 on a contract that could have easily been handled by the aformentioned, created a slick hands on project for grad students, and created a Web 2.0 marketing bonanza for incoming applicants.

One of the most ridiculous decisions? Paying a consultant, $25,000, to change the name of Boalt Hall to U.C. Berkeley School of Law.

9. SRV: “Lookin back in front of me” In Step With Life In a very well received article, I examine legendary guitarist Stevie Ray Vaughn. It’s a reminder piece that you must go and see that artist, musician, friend who inspires you. Go now before they are gone. Long live Stevie Ray-king of the machine gun rapid fire riff.

10. When a Stranger Calls: Rumors, Innuendo, and Whispers What Is Going On With The 1031 Disasters? This article pays homage to my “secret” tipster from Miami. The sinister nature of the street sounding, enforcer was enough to heighten my awareness as well as my own security. Traced to a cell phone in Miami, I only heard from my “deep-throated” friend 3 times. One of those instances, my source was right on the money a week before the announcement. This article was one of the top 5 views of the year.