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Facebook for HVAC

Facebook for HVAC



Presentation from ACCA's Contracting Week 2011 covering Facebook - what is it, why you should care, and how you should start.

Presentation from ACCA's Contracting Week 2011 covering Facebook - what is it, why you should care, and how you should start.



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    Facebook for HVAC Facebook for HVAC Presentation Transcript

    • Your Business Facebook Page
      Michael Atchley
    • What?
    • When you hear the term “Social Media”, what do you think of?
    • When I hear “social Media” I think of
    • Why?
    • Why?
      Because your customers are.
      90% of consumers go online to get info when making a purchase decision.
      It can lead to other exposure via traditional media
    • Saturday June 4th 2011
      Active customer needs a service call.
      Doesn’t call or email me – she Messages me on Facebook.
    • June 13th, 2011
      Friend in Dallas calls with a/c questions.
      I suggest Facebook.
      He gets 20 responses.
    • June 23rd, 2011
      Friend posts “I have a plumbing problem that I can’t see because of an electrical problem”
      Would this be of interest to any of you with plumbers or electricians?
    • June 29th, 2011
      Joanna and John “like” our page, and John messages me that they want to take advantage of our $20 off tune-up special for Facebook fans.
    • June 30th, 2011
      John messages that a/c not working at all – please send help.
      Compressor grounded.
      System sold.
    • Joanna & John are in my Sunday School department.
      So is my largest competitor.
    • His facebook page
    • My facebook page
    • Why else?
    • Why else?
      Anybody else having problems finding good employees?
      Where do you think the Gen X’ers are spending their time?
    • How
      did we start?
    • SocialTract:
    • Why did we stop?
      Nobody read the blog.
      Nobody commented on the Facebook or Twitter posts.
    • Why?
      And I wasn’t personally involved
    • Lessons Learned
      Be involved.
      Blog within your website.
      KISS - Keep It Short Stupid.
      Facebook and Twitter are personal.
    • How
      do you start?
    • Identify your goals
      Most well known and accessible residential contractor
      Cheap leads
      Have fun
    • #1 Facebook
      #2 Twitter
      #3 Blog
    • Personal facebook page first.
    • Unless this is a spitting image of you
      Upload a personal picture
    • Get some friends
      Your spouse, kids, or grandkids can help.
      Facebook has tools built in that will recommend people you may know.
      Friend them all. For your business page to get started you’re going to need some personal friends.
    • Create a Business Page
      Yes you need both.
      There are some things that you can only do with a business page…like advertise.
      Claim your name (facebook.com/username).
      Upload a logo or banner ad.
    • You gotta get “like”d
    • Get “like”d
    • Get “like”d
      Ask, Suggest, and Recommend
      Give stuff away. (Not $10 off their next service call)
      Advertise it everywhere
      Link it to your website – both ways
      Use your spouse and kids.
    • Settings, Apps, & More
      Facebook doesn’t make it easy to find some useful features
      Click “Edit Page” and browse thru options on the left.
    • R&D
      Watch what other companies do, and steal what works.
      Be creative, and spend a little money if you have to.
    • Buy a Smartphone
      Social media is infinitely easier with a good phone.
      iPhone or Android are both great
    • What do you post?
      #1 Rule for Social Media
      “Don’t be a shill!”
      Matt Michel
    • What’s a shill?
      Go to the next chamber meeting and mill around.
      There will be at least 1 insurance salesman just waiting for you to make eye contact. He’s a shill.
    • What do you post?
      Nobody turns the tv on to watch the commercials.
      Nobody logs on to Facebook to see your sales pitch.
    • What do you post?
      “Tell timely, relevant, and interesting stories.
      Then tag the people or companies that are mentioned in the stories.”
      Joe Pulizzi
    • What do you post?
      “Alternate posts between advertising, education, and entertainment.”
      Jim Hinshaw
      “2 – 3 times as much entertaining as advertising and educating.”
    • What do you post?
      Most of us aren’t entertainers.
      The good news is that your posts don’t have to be original. Re-post, re-tweet something that someone else said.
      “There is nothing new under the sun.” Ecclesiastes 1:9
    • What do you post?
      If you want to get technical, use a story:
      Dead parakeets
      Moldy chairs
      From geo to 80% natural gas and lower utility bills
    • What do you post?
      Sports score predictions for the men
      Monkey stories for the ladies
      Local events for everyone
    • What do you post?
      Blog postings for Google’s pet spiders
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
    • What do you post?
      Be Social!!!
    • Blogs
      Great for SEO
      Use keywords from Google Adwords tool
      Less social
      Nobody will read it anyway
    • Companies I follow
      Service Heat and Air Conditioning INC. out of Tennessee – they do a great job at getting fans
      Kevin Shaw Plumbing, Inc. out of California – they do a great job at graphic design
      Sun Heating & Cooling out of Michigan – over 800 fans
      Deckard Mechanical out of Indiana
      Champion AC out of San Antonio
      Northeast Cooling out of the Chicago area
      Jerry Kelly out of St. Louis
    • Sources
      Jim Hinshaw – SIPInc
      Kimberly Schwartz - ACHRNews
      Angela Harris – ACHRNews
      Adams Hudson – ACHRNews
      Joe Pulizzi – SocialTract and articles for Contracting Business
      Vicki Laplant – Contracting Business
      Douglas Mitchell – HVACR Business
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