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Editor's Notes

1. Speaking on stage here today is a dream come true and this is how I just shared my total joy and excitement with a global community in real time Because of Snapchat I was just able to share this epic moment with friends that I¡¯ve never been in the same room with ¨C friends who have watched my journey to this stage because I documented every step of the way with this app. And those people feel invested - like it¡¯s OUR journey not just mine. Snapchat was the first mobile messaging app that allowed us to communicate Screen to screen at a literal arm¡¯s length showing our faces and sharing our stories It¡¯s the closest thing to being in real life without actually being in the same physical space Thanks to apps like Snapchat (this phone) been completely transformed into a free branding platform with a built in broadcast network that¡¯s always with us. And Tomorrow¡¯s consumer is absolutely going to expect us to have our own television channels where we are the stars of the show and being the star of your own show isn¡¯t about ego or fame, it¡¯s about connecting with people in the MOST human way possible. Guys, I have a confession
2. I DON¡¯T WATCH TV ANYMORE BC IT DOESN¡¯T TALK BACK and neither will ANY generation after this one. ? I¡¯m about to make a very bold statement, Snapchat is NOT a social media platform, it¡¯s a conversation pipeline and trust accelerator that can help you create real relationships thru a camera Snapchat has made?
3. THE CAMERA THE NEW SOCIAL FEED If it¡¯s one concept that you walk away with today, please let it be this one. ? The concept that real time visual communication is a fundamental shift in how we¡¯re going to be connecting with consumers and sharing our brand. ? We simply cannot build a powerful personal brand in 2018 world without using the camera. ? ?
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5. Last year, Gary Vaynerchuk was the keynote speaker for this conference and he told everyone to become a media company first and a real estate professional second. We needed to own the story of a neighborhood, to essentially become the digital mayor. BC People want stories not sales pitches When you¡¯re telling a story you¡¯re not selling anything which means that there are no sales objections to overcome Plain and simple, Snapchat helps you tell Stories, face to face anytime, anywhere for free It¡¯s easy, on the go, and a super practical way to document what you¡¯re already doing ¨Cyou just live and communicate at the same time. Most importantly Snapchat enables your story to become a TWO WAY CONVERSATION and that helps you build the # 1 thing that you need as a real estate professional - RAPPORT ? AND Because SC is a camera first and a social network second, it¡¯s visual which adds a unique element of context to your stories the content is your actual message and the context is how you make that message have meaning to someone. It¡¯s how you make your stories connect with people¡¯s heads and hearts. Context is like an algorithm for VALUE We create context when our content
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9. I¡¯ve just covered WHY Snapchat has affected how we build our brands And now, I¡¯m going to outline 5 ways you can make your content connect with your clients The first step: Define a very niche audience ¨Cit could be first time homebuyers or one specific neighborhood. This is critical bc when you know who you¡¯re talking to, you know exactly what kind stories to tell and in turn, they¡¯ll know what to expect from your channel. When you only focus on one thing and deliver CONSISTENTLY, you become synonymous with the word ¡°specialist¡± and that¡¯s when you become known. My niche is real estate agents who want to use social media, specifically Snapchat to grow their business. I created content every weekday for an entire year and repeated one core message that sounded something like this:
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15. don¡¯t over-brand it ¨C make it something relevant and fun that people will want to use bc remember it¡¯s about their story ¨C I made this one here for the conference and it¡¯s all about san Francisco not about me 2. This second filter was my friend Dustin Brohm¡¯s who is speaking here on Thursday ¨C you can clearly see this filter has nothing to do with real estate but his play was for attention ¨C he hijacked a local college football game where he knew tons of people would be¨Che found out that it was too expensive to put the geofilter over the actual arena, but it cheap to put it over the parking lot and what do people do before a football game in the parking lot TAILGATING ¨C look at these stats: ? And he included his logo here Search Salt Lake which people could easily google and would find his website come right up. Absolutely brilliant and the cheapest advertising he¡¯s ever done.
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17. THE ONE AND ONLY THING YOU CAN BE AT SCALE IS YOU
18. ? Thank you for spending your time with me today ¨C if you¡¯d like to connect with me on Snapchat here¡¯s my code
19. if you are new to Snapchat and this is way over your head, I have created the Ultimate How to Use Snapchat for Real Estate Guide exclusively for Inman and you can find it here