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

  • 1. LinkedIn / Facebook / Twitter Best Practices — Construction
    February 15, 2011
  • 2. Welcome
    Moderator/Speaker:
    Neil Brown
    Chairman
    Construction Marketing Association
    neil@ConstructionMarketingAssociation.org
  • 3. Welcome
    Panelist:
    Brian Reuhl
    Social Media Manager
    Construction Marketing Association
    Brian@ConstructionMarketingAssociation.org
  • 4. 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
  • 5. 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.
  • 6. 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?
  • 7. LinkedIn / Facebook / Twitter Best Practices
  • 8. LinkedIn / Facebook / Twitter Best Practices
  • 9. LinkedIn / Facebook / Twitter Best Practices
  • 10. LinkedIn / Facebook / Twitter Best Practices
  • 11. LinkedIn / Facebook / Twitter Best Practices
  • 12. 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
  • 13. 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
  • 14. LinkedIn / Facebook / Twitter Best Practices
    Basic Walkthrough
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. LinkedIn / Facebook / Twitter Best Practices
    Application Best Practices
    Other Application Features
    Profile Extension
    Attention Getting
    Avoid Clutter
    Highlight Company Strengths and Personal Strengths
  • 20. 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
  • 21. LinkedIn / Facebook / Twitter Best Practices
  • 22. 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
    • 23. Video
    • 24. Engagement
    • 25. Brand conversations (NEW)
    Mobile Reach
  • 26. 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
  • 27. 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
  • 28. LinkedIn / Facebook / Twitter Best Practices
    Brand Page Changes
    Old Version
    New Version
  • 29. 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!
  • 30. 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
    • 31. Custom tabs
    • 32. Answer questions / give feedback
    • 33. Check daily for customer interaction
    • 34. 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
  • 35. LinkedIn / Facebook / Twitter Best Practices
    Facebook Search Best Practices
  • 36. LinkedIn / Facebook / Twitter Best Practices
    Facebook Insights Best Practices
    Other Insights Best Practices
    Monitor unsubscribers
    Change timeline
    Traffic Metrics
  • 37. LinkedIn / Facebook / Twitter Best Practices
  • 38. 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
  • 39. 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%
  • 40. LinkedIn / Facebook / Twitter Best Practices
    Twitter Basics
    Other Basics
    URL shorteners
    Retweeting
    Direct Messages
    Hashtags (#construction)
  • 41. LinkedIn / Facebook / Twitter Best Practices
    What Can Twitter be Used For?
    • Source of news – up to the minute construction news
    • 42. Knowledge source – industry articles and white papers
    • 43. Topic or keyword specific
    • 44. Engage in conversation
    • 45. Send traffic to your website
    • 46. Search for topics (green building, OSHA, construction)
    • 47. Promo’s / offers
    • 48. Track conversations
    • 49. 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
  • 50. 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
  • 51. 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
  • 52. 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
  • 53. Q&A
  • 54. 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
  • 55. 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.