LinkedIn / Facebook / Twitter Best Practices — Construction February 15, 2011
Welcome Moderator/Speaker: Neil Brown Chairman Construction Marketing Association neil@ConstructionMarketingAssociation.org
Welcome Panelist: Brian Reuhl Social Media Manager Construction Marketing Association Brian@ConstructionMarketingAssociation.org
Agenda/Content Why consider Social Media? Construction Industry Survey Results LinkedIn Basics Advanced features Examples Facebook Basics Advanced features Examples Twitter Basics Advance features Examples Questions
LinkedIn / Facebook / Twitter Best Practices Why consider Social Media? Social media increases search engine authority and rankings (social posts can rank higher than company websites). Social media is the fastest growing marketing medium, with a growing body of success stories (lead generation, research, recruitment). Construction brands can gain a competitive advantage with social media by deploying faster than competitors. Social media opens new marketing channels, and niche verticals that would be cost-prohibitive to target via other marketing or media. Editors and journalists embrace social media, and use it for research and information; augments your PR distribution channel. Social media is inexpensive relative to other marketing or media.
LinkedIn / Facebook / Twitter Best Practices Construction Industry Survey Results Which social media platforms do you use ? Beyond your personal profile, how do you use LinkedIn? Does your company or brand have a Facebook business/brand page? How does you company use Facebook? How does your company or brand use Twitter?
LinkedIn / Facebook / Twitter Best Practices Why LinkedIn? 90+million users worldwide 2.98 million LinkedIn users just in the construction industry construction, building materials, architecture & planning, civil engineering Best professional social media site Great for business development Networking Content sharing Marketing your business
LinkedIn / Facebook / Twitter Best Practices Profile Best Practices Other Important Profile Features Be sure to complete your profile 100% Show Groups (50 max) Applications Contact Information Content Do not clutter
LinkedIn / Facebook / Twitter Best Practices Basic Walkthrough
LinkedIn / Facebook / Twitter Best Practices InMail Best Practices Other Important InMail Features Great way to conduct research (poll) Invite people to a company event Invite to follow your company on LinkedIn Invite to LinkedIn Group Thank someone for connecting Be careful about spam
LinkedIn / Facebook / Twitter Best Practices Company Pages Best Practices Other Company Page Features Ask for recommendations from past and present clients. Share services in relevant groups Great call to action Lead generator
LinkedIn / Facebook / Twitter Best Practices Groups Best Practices Other Group Features When someone joins a your group, you capture their email. You can connect with anyone you are in a group with. Long term engagement Great for event announcements Posting industry relevant content
LinkedIn / Facebook / Twitter Best Practices Answers Best Practices Other Answers Features Answer industry relevant questions Subject matter expert Pose thought provoking questions Light industry research Networking
LinkedIn / Facebook / Twitter Best Practices Application Best Practices Other Application Features Profile Extension Attention Getting Avoid Clutter Highlight Company Strengths and Personal Strengths
LinkedIn / Facebook / Twitter Best Practices Business Development on LinkedIn Best Lead Generating Techniques on LinkedIn Connect through groups Connect with old and new clients ‘Get introduced’ Advertising Company Advanced search
LinkedIn / Facebook / Twitter Best Practices Why Facebook? 500+ Million Users Fastest growing Social Network 50% of users log on to Facebook any given day Average user is connected to 80 community pages, groups and events An average of 10,000 new websites integrate with Facebook every day Business Improvements
LinkedIn / Facebook / Twitter Best Practices Facebook Basics Other Basics Fill personal profile out 100% Follow Facebook given directions while creating your page Choose a quality profile picture. Be Professional
LinkedIn / Facebook / Twitter Best Practices Why is Having a Brand Page Important? Easy customer contact Automatic notifications 50% of Facebook users log in daily Brand search Brand to customer interaction Customer service
LinkedIn / Facebook / Twitter Best Practices Brand Page Changes Old Version New Version
LinkedIn / Facebook / Twitter Best Practices Content Posting Best Practices Other Posting Best Practices 420 character limit Link Blog to Brand Page Add photos of your work Post 3 - 4 times a week!
LinkedIn / Facebook / Twitter Best Practices Best Content Practices on Facebook Status updates Photos Videos Events Articles Downloadable collateral Location updates Promo’s / offers Contests Links
LinkedIn / Facebook / Twitter Best Practices Build your Facebook Page Likes – Best Practices Ask all employees to ‘Like’ the page and start to engage Have employees invite friends and family to the page Add company page to your email signature IMPORTANT: add the page to your website home page Add Facebook logo to all business collateral materials to raise awareness of your Facebook presence Ask page members to suggest the page to their friends NEW: invite other page members to ‘Like’ your page Email blast Cross-pollinate (invite from LinkedIn and/or Twitter) Advertise
LinkedIn / Facebook / Twitter Best Practices Facebook Search Best Practices
LinkedIn / Facebook / Twitter Best Practices Facebook Insights Best Practices Other Insights Best Practices Monitor unsubscribers Change timeline Traffic Metrics
LinkedIn / Facebook / Twitter Best Practices Why Twitter? 195 million registered users 270,000 new signups each day 70 million page views a day 110 million Tweets per day (+65% in past 3 months) 40% created from mobile devices Twitter users spend more money online Editors and Journalists are heavy Twitter users
LinkedIn / Facebook / Twitter Best Practices Account Set-Up Best Practices Can set-up as a brand, person, or topic Choose a good twitter username Custom background Fill out your profile 100%
LinkedIn / Facebook / Twitter Best Practices Twitter Basics Other Basics URL shorteners Retweeting Direct Messages Hashtags (#construction)
LinkedIn / Facebook / Twitter Best Practices What Can Twitter be Used For?
Source of news – up to the minute construction news
Knowledge source – industry articles and white papers
LinkedIn / Facebook / Twitter Best Practices How to Grow your Twitter Account It’s about building a relationship Find an influential account (wefollow.com) Start Following relevant accounts Limits 2,000 (1,000 a day) Post daily content Use Applications Website Icons Email Signature
LinkedIn / Facebook / Twitter Best Practices Application Best Practices TweetDeck and Hootsuite Schedule tweets for later Manage multiple accounts Track conversations Easy search features Both integrate with Facebook Multiple users (Hootsuite) You have to install TweetDeck
LinkedIn / Facebook / Twitter Best Practices Integrating LinkedIn, Facebook, and Twitter Integrate LinkedIn to: Twitter Website Blog SlideShare Integrate Facebook to: Twitter Website Blog YouTube Integrate Twitter to: Facebook Website LinkedIn
Summary Social media should be a top construction marketing priority because it supports search engine authority, delivers sales leads, provides a competitive advantage, opens new channels, supports PR and is inexpensive! A majority of construction marketers use LinkedIn for Groups, Discussions and Biz Dev. 55% have a Facebook and Twitter page; 55% never use YouTube LinkedIn is the most popular professional platform with growing advanced features and applications for biz dev and marketing Facebook is the fastest growing platform with many new business features and robust metrics Twitter is an excellent platform for PR, news and targeting niche verticals; Twitter builds search authority Leverage social media by integrating with your website, blog and platforms Social media training important to gain corporate buy-in
Thank You! The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition. Find us: http://www.ConstructionMarketingAssociation.org www.ConstructionMarketingBlog.org Twitter.com/ConstructMarket Facebook.com/ConstructMarket LinkedIn.com (Construction Marketing Association Group) Next Webcast: Channel Promotions – Tuesday, March 15, 2011
Panelist Bio’s Brian Reuhlis currently responsible for managing and implementing all social media initiatives for the Construction Marketing Association, and Construction Marketing Advisor’s clients. He is in charge of coordinating and implementing all blogs, Facebook business pages, Twitter accounts, YouTube channels, and LinkedIn targeting strategies for company pages and personal profiles. In addition, he conducts all social media reports and analysis. Brian earned a BA – Integrated Marketing Communications from Illinois State University in 2010 which included course material such as Creative Strategy and Design, Social Media, and Marketing Management. Neil Brown is Chairman of the Construction Marketing Association. He has been CEO of numerous marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands in the construction sector including Emerson Electric, USG and Bosch Tools. Prior to the agency-side, Brown was a brand manager at electrical products marketing powerhouse IDEAL Industries, and later CMO of an architectural metals manufacturer. Neil is a frequent speaker, author and contributor to BtoBmagazine, Advertising Age, Marketing Week and the Construction Marketing Blog. He holds a BS–Marketing from Southern Illinois University, and an MBA from Northern Illinois University.