LinkedIn / Facebook / Twitter Best Practices for Construction Markets
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    LinkedIn / Facebook / Twitter Best Practices for Construction Markets LinkedIn / Facebook / Twitter Best Practices for Construction Markets Presentation Transcript

    • 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
    • LinkedIn / Facebook / Twitter Best Practices
    • LinkedIn / Facebook / Twitter Best Practices
    • LinkedIn / Facebook / Twitter Best Practices
    • LinkedIn / Facebook / Twitter Best Practices
    • 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
    • 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
      • Images
      • Video
      • Engagement
      • Brand conversations (NEW)
      Mobile Reach
    • 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
      • Industry tips and tricks
      • Custom tabs
      • Answer questions / give feedback
      • Check daily for customer interaction
      • Ask customers questions for engagement
    • 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
    • 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
      • Topic or keyword specific
      • Engage in conversation
      • Send traffic to your website
      • Search for topics (green building, OSHA, construction)
      • Promo’s / offers
      • Track conversations
      • Link sharing
    • 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
    • Q&A
    • 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.