State of Social Media 2014
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State of Social Media 2014

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Social media is continually evolving and offering businesses and consumers new ways to interact. It can seem impossible to keep up! Get armed with the latest marketing and communications research and real-life practical examples pertaining to the direction of social media for 2014 as it relates to the home building industry. Topics covered include trends in social media, the latest developments with Facebook, the growing importance of creating a visual identity, SEO authorship and the importance of tapping into contextual social networks.

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  •  Facebook, Twitter, Pinterest, Apartment Ratings, Yelp, Google+ Local. These are the social media sites that we are most actively using. Of these, Facebook and Apartment Ratings are our biggest focus. <br /> People are social by nature, and this behavior of interacting with others is what drives social media. I define social media as any online media that allows or encourages two way conversation. If you can like it, comment on it, rate it, review it, share it, it’s social media! This includes FB, Twitter, blogs, forums, review sites, news sites that allow comments, etc. <br /> http://mashable.com/2014/01/27/social-media-marketing-2014/?utm_cid=mash-prod-email-velocity-alert&utm_source=newsletter&utm_medium=email&utm_campaign=velocity&utm_emailalert=viral <br />
  •  Facebook, Twitter, Pinterest, Apartment Ratings, Yelp, Google+ Local. These are the social media sites that we are most actively using. Of these, Facebook and Apartment Ratings are our biggest focus. <br /> People are social by nature, and this behavior of interacting with others is what drives social media. I define social media as any online media that allows or encourages two way conversation. If you can like it, comment on it, rate it, review it, share it, it’s social media! This includes FB, Twitter, blogs, forums, review sites, news sites that allow comments, etc. <br /> http://mashable.com/2014/01/27/social-media-marketing-2014/?utm_cid=mash-prod-email-velocity-alert&utm_source=newsletter&utm_medium=email&utm_campaign=velocity&utm_emailalert=viral <br />
  • Source: Pew Research Center’s August Tracking Survey; 1801 adults sampled between 8/7/13 and 9/16/13 <br />
  • Carol <br />
  • Your brain process images 60,000 times faster than text. <br /> Why? <br /> Cognitively: Graphics expedite and increase our level of communication. They increase comprehension, recollection, and retention. Visual clues help us decode text and attract attention to information or direct attention increasing the likelihood that the audience will remember. <br /> Emotionally: Pictures enhance or affect emotions and attitudes. Graphics engage our imagination and heighten our creative thinking by stimulating other areas of our brain (which in turn leads to a more profound and accurate understanding of the presented material). <br /> Memory: We remember visuals better because they are processed in our long-term memory. Research has shown that unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain a small amount of information. Images, on the other hand, go directly into long-term memory where they are permanently etched. <br />
  • Source: Cisco Visual Networking Index 2013: http://business-technology-roundtable.blogspot.com/2013/02/global-mobile-internet-data-traffic.html <br />
  • Note that this is actually *WWW* traffic and not total Internet traffic. Factor in apps and the % is probably higher <br /> Source: Statcounter via Mary Meeker’s 2013 State of the Internet Report, as reported by: http://www.businessinsider.com/the-12-most-important-slides-about-mobile-from-mary-meekers-presentation-2012-5?op=1 <br />
  • Source for these stats is the August-September Pew Internet Study <br /> http://www.geekwire.com/2013/pew-73-adults-social-media-pinterest-popular-twitter-instagram/ <br />
  • Carol <br />
  • Apt Community of the Day: 77 H St – 215 Likes, 24.4k people saw the post, 125 Link Clicks, 585 photo views <br /> Bonobos: Brand Awareness - 459 Likes, 228 shares, 40 Comments, worked by getting more followers <br />
  • Women are 4X more likely to be on Facebook than me (Pew Study, Fall 2013) <br /> Last year was the first year more online retailers featured ‘pin it’ widgets than featured Facebook “like” widgets <br /> http://news.cnet.com/8301-1023_3-57617074-93/facebook-like-losing-retailers-love/ <br />
  • Use the last bullet to transition to the point that the Facebook is still the dominant social platform by the #s <br />
  • The July social media marketing campaign focused on showcasing the Bozzuto brand and growing its network on Pinterest, We asked participants to create a virtual pinboard called “Bozzuto Brings You Home” and fill it with images that represent just what makes them feel at home. Of the 81 entrants, one winner was chosen to receive a $250 home furnishing gift card. The winner, a resident of The Fitzgerald in Baltimore, referred her friends to The Fitzgerald via RentMineOnline shortly after winning the contest.In total, 81 Pinterest users created pinboards titled “Bozzuto Brings You Home” with a link to Bozzuto.com on their personal Pinterest pages. These boards have a total of 5,037 followers. A combination of emails sent to residents and prospects as well as a direct link on Pinterest resulted in a total of 4,923 website visits. We skyrocketed past our goal of doubling the following of Bozzuto’s Pinterest account with a 308% increase in followers. 26 phone calls, 5 active leads, and one lease resulted directly from the Pinterest campaign. <br />
  • - Data provided by social sharing service ShareThis shows that for the first time, Pinterest outpaced email to become the third most popular sharing channel in the fourth quarter of 2013. <br /> - Q4 of 2013 that shows that Pinterest was the 3rd highest source of traffic for New Village with 1,025 visits to the property website. <br />
  • Sources: <br /> Pew Internet Study, and <br /> http://www.huffingtonpost.com/2011/09/08/twitter-stats_n_954121.html <br />
  • Six <br />
  • http://instagram.com/press/# <br />
  • http://simplymeasured.com/blog/2013/05/09/how-top-brands-are-using-instagram-since-the-facebook-buy-study/ <br />
  • MAU source: http://memeburn.com/2013/10/why-yes-google-plus-does-have-users-300-million-of-them/ <br />

State of Social Media 2014 Presentation Transcript

  • 1. The State of Social Media 2014 FEBRUARY 4, 2014 | 1:00 – 2:00 PM | 3:00 – 4:00 PM (ENCORE) Presenters: Chad Davis // NAHB, Washington, DC Jamie Gorski // The Bozzuto Group, Greenbelt, MD Carol Morgan // mRELEVANCE, Cartersville, GA
  • 2. Speaker Contacts: Chad Davis Jamie Gorski Carol Morgan NAHB The Bozzuto Group mRELEVANCE, LLC Head Shot 1201 15th Street, NW Washington, DC 20005 202.266.8328 cdavis@nahb.org @ChadTech Head Shot 7850 Walker Drive Greenbelt, MD 20770 410.279.5851 jgorski@bozzuto.com @jamiegorski 50 Shotgun Road Cartersville, GA 30121 770.383.3360x20 carol@mrelevance.com @AtlantaPR
  • 3. #IScreamSocial #IBSVegas
  • 4. What We’ll Discuss Today
  • 5. And What We Aren’t
  • 6. Major Social Media Themes (2014)  Images  Content  Pay to Play  SEO  Mobile
  • 7. Images: The Rise of Visual Content our brain process images 60,000X faster than text. hy?  Cognitive  Emotional Graphic  Memorable Description Textual Description A curved line with every point equal distance from the center
  • 8. Content: Original and Curated riginal Content  Showcases your expertise  Exhibits your character  Makes your brand more human urated Content  The power of affiliation and inference  Exhibits your character  Makes your brand more human
  • 9. Pay to Play But social media is free, right? Opportunity costs have always existed here Facebook, Twitter, LinkedIn all have ad tools now
  • 10. SEO: Finders Keepers he ultimate, long-term goal of the web search engine is to deliver the web *you* want *before* you want it ocial data in search incorporates the likes and dislikes of your tribe aving a presence in social directly correlates to higher rankings in search
  • 11. Mobile: Left to Our Own Devices
  • 12. Mobile: Left to Our Own Devices
  • 13. Converting Social Media to Leads oogle Analytics Lead Conversion and Goal Tracking – 2% of website traffic coming from social sites to contact us form
  • 14. Blog: Traton Homes Blog Visitors are engaged Top Traffic Source for TratonHomes.com Visitors from the blog visited 7 pages on average Visitors spend 5 minutes on the website
  • 15. The State of Facebook 2014  71% of all adults online use FB  46% of users, 25-54  +10% growth in 65+  63% of users log on daily  Leaning in to mobile
  • 16. Why We Like Facebook ngaging your ‘tribe’  Share industry news  Put a ‘face’ on your company  Be a part of the community isual identity
  • 17. Facebook Example: S&A Homes  This or That Tuesdays – views exceed 400  (vs. avg reach of ~115)
  • 18. Facebook Example: Ga Home Foreclosures  Opt in List Building  Collect Information  Contact them outside of Facebook
  • 19. The State of Pinterest in 2014  Digital, social scrapbooking  21% of adults online ‘pin’ (only 18% tweet!!)  80% female  50% are moms  Largest demographic: Women, 25-34  Most popular board category: Home Décor
  • 20. Why We Like Pinterest  Easier to get started  Modest analytics  Ad-free (for now)  Showcase your work – in detail  Showcase the work of your partners  Get feedback  Publicly collect ideas for future projects  Post more than just house pics
  • 21. Pinterest Dos  Traffic – upload from your blog or website  Plan – how will you categorize your boards  Branding – post images that make sense  Contests – use them to increase interaction  Hashtag #frenchbrothersdreamhome
  • 22. Pinterest Example: Keystone Custom Homes 28 participants/new boards created by pinners 09 new overall followers 92 followed Pin-N-Win board ncreased engagement
  • 23. The State of Twitter 2014  Focus on images  46% of Twitter users check their accounts daily  29% check multiple times  But…  230M+ tweets a day  40% of accounts are just consuming, not engaging  Customer service
  • 24. Why We Like Twitter ore like a broadcast platform than a social network  Can magnify other social accounts  Share industry news, company news & staff kudos reat source of industry/competitor research  Brand monitoring reat for Customer Service
  • 25. Twitter Example: Construction Resources Respond quickly Conversational yet authoritative tone #KBTribeChats for B2B Conversations Cross-post from imageheavy sites Build event buzz
  • 26. Vine A Twitter hatchling 6 second videos Edited on the fly The future of communication?
  • 27. The State of Instagram in 2014 ought by Facebook 50M MAUs (Jan. 2014) 7% of users check daily 5% check multiple times ight behind Twitter
  • 28. Why We Like Instagram asy to use, share  Link to Facebook, Twitter, Tumblr  Use hashtags ou brand’s story, visually  Filters  Videos (up to 15 seconds)
  • 29. Instagram Example &A Homes (@sahomebuilder)  Launched August 2013  42 followers in first 15 weeks  101 following  Multiple likes per post  Posting two times per week
  • 30. The State of Google+ in 2014  Google+ has 540M MAUs  Not just another Facebook -- Google is adding a social layer to everything it does  2nd most popular social platform *worldwide*  Improve search engine rankings  Google+ Integrates Google Local & Google Places  Google Glass integration hints at the future
  • 31. Why We Like Google+ EO EO EO id we mention, SEO?
  • 32. Why We Like Google+ ow opportunity cost an make longer posts, like blogs ice UI, even nicer photo tools ashtags that work
  • 33. Google+ Example: Brock Built  Google+ visitors stay on BrockBuilt.com longer than any other traffic source  Higher conversion rate than site average
  • 34. ?s
  • 35. Speaker Contacts: Chad Davis Jamie Gorski Carol Morgan NAHB The Bozzuto Group mRELEVANCE, LLC Head Shot 1201 15th Street, NW Washington, DC 20005 202.266.8328 cdavis@nahb.org @ChadTech Head Shot 7850 Walker Drive Greenbelt, MD 20770 410.279.5851 jgorski@bozzuto.com 50 Shotgun Road Cartersville, GA 30121 770.383.3360x20 carol@mrelevance.com