LinkedIn / Facebook / Twitter Best Practices — Construction<br />February 15, 2011<br />
Welcome<br />Moderator/Speaker:<br />Neil Brown<br />Chairman<br />Construction Marketing Association<br />neil@Constructi...
Welcome<br />Panelist:<br />Brian Reuhl<br />Social Media Manager<br />Construction Marketing Association<br />Brian@Const...
Agenda/Content<br />Why consider Social Media? <br />Construction Industry Survey Results<br />LinkedIn<br />Basics<br />A...
LinkedIn / Facebook / Twitter Best Practices<br />Why consider Social Media?<br />Social media increases search engine aut...
LinkedIn / Facebook / Twitter Best Practices<br />Construction Industry Survey Results<br />Which social media platforms d...
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />Why LinkedIn?<br />90+million users worldwide<br />2.98 million LinkedIn...
LinkedIn / Facebook / Twitter Best Practices<br />Profile Best Practices<br />Other Important Profile Features<br />Be sur...
LinkedIn / Facebook / Twitter Best Practices<br />Basic Walkthrough<br />
LinkedIn / Facebook / Twitter Best Practices<br />InMail Best Practices<br />Other Important InMail Features<br />Great wa...
LinkedIn / Facebook / Twitter Best Practices<br />Company Pages Best Practices<br />Other Company Page Features<br />Ask f...
LinkedIn / Facebook / Twitter Best Practices<br />Groups Best Practices<br />Other Group Features<br />When someone joins ...
LinkedIn / Facebook / Twitter Best Practices<br />Answers Best Practices<br />Other Answers Features<br />Answer industry ...
LinkedIn / Facebook / Twitter Best Practices<br />Application Best Practices<br />Other Application Features<br />Profile ...
LinkedIn / Facebook / Twitter Best Practices<br />Business Development on LinkedIn<br />Best Lead Generating Techniques on...
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />Why Facebook?<br />500+ Million Users<br />Fastest growing Social Networ...
Video
Engagement
Brand conversations (NEW)</li></ul>Mobile Reach<br />
LinkedIn / Facebook / Twitter Best Practices<br />Facebook Basics<br />Other Basics<br />Fill personal profile out 100%<br...
LinkedIn / Facebook / Twitter Best Practices<br />Why is Having a Brand Page Important?<br />Easy customer contact<br />Au...
LinkedIn / Facebook / Twitter Best Practices<br />Brand Page Changes<br />Old Version<br />New Version<br />
LinkedIn / Facebook / Twitter Best Practices<br />Content Posting Best Practices<br />Other Posting Best Practices<br />42...
LinkedIn / Facebook / Twitter Best Practices<br />Best Content Practices on Facebook<br />Status updates<br />Photos<br />...
Custom tabs
Answer questions / give feedback
Check daily for customer interaction
Ask customers questions for engagement</li></li></ul><li>LinkedIn / Facebook / Twitter Best Practices<br />Build your Face...
LinkedIn / Facebook / Twitter Best Practices<br />Facebook Search Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />Facebook Insights Best Practices<br />Other Insights Best Practices<br /...
LinkedIn / Facebook / Twitter Best Practices<br />
LinkedIn / Facebook / Twitter Best Practices<br />Why Twitter?<br />195 million registered users<br />270,000 new signups ...
LinkedIn / Facebook / Twitter Best Practices<br />Account Set-Up Best Practices<br />Can set-up as a brand, person, or top...
LinkedIn / Facebook / Twitter Best Practices<br />Twitter Basics<br />Other Basics<br />URL shorteners<br />Retweeting<br ...
LinkedIn / Facebook / Twitter Best Practices<br />What Can Twitter be Used For?<br /><ul><li>Source of news – up to the mi...
Knowledge source – industry articles and white papers
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LinkedIn / Facebook / Twitter Best Practices for Construction Markets

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LinkedIn / Facebook / Twitter Best Practices for Construction Markets

  1. 1. LinkedIn / Facebook / Twitter Best Practices — Construction<br />February 15, 2011<br />
  2. 2. Welcome<br />Moderator/Speaker:<br />Neil Brown<br />Chairman<br />Construction Marketing Association<br />neil@ConstructionMarketingAssociation.org<br />
  3. 3. Welcome<br />Panelist:<br />Brian Reuhl<br />Social Media Manager<br />Construction Marketing Association<br />Brian@ConstructionMarketingAssociation.org<br />
  4. 4. Agenda/Content<br />Why consider Social Media? <br />Construction Industry Survey Results<br />LinkedIn<br />Basics<br />Advanced features<br />Examples<br />Facebook<br />Basics<br />Advanced features<br />Examples<br />Twitter<br />Basics<br />Advance features<br />Examples<br />Questions<br />
  5. 5. LinkedIn / Facebook / Twitter Best Practices<br />Why consider Social Media?<br />Social media increases search engine authority and rankings (social posts can rank higher than company websites).<br />Social media is the fastest growing marketing medium, with a growing body of success stories (lead generation, research, recruitment).<br />Construction brands can gain a competitive advantage with social media by deploying faster than competitors.<br />Social media opens new marketing channels, and niche verticals that would be cost-prohibitive to target via other marketing or media.<br />Editors and journalists embrace social media, and use it for research and information; augments your PR distribution channel.<br />Social media is inexpensive relative to other marketing or media.<br />
  6. 6. LinkedIn / Facebook / Twitter Best Practices<br />Construction Industry Survey Results<br />Which social media platforms do you use ?<br />Beyond your personal profile, how do you use LinkedIn?<br />Does your company or brand have a Facebook business/brand page?<br />How does you company use Facebook?<br />How does your company or brand use Twitter?<br />
  7. 7. LinkedIn / Facebook / Twitter Best Practices<br />
  8. 8. LinkedIn / Facebook / Twitter Best Practices<br />
  9. 9. LinkedIn / Facebook / Twitter Best Practices<br />
  10. 10. LinkedIn / Facebook / Twitter Best Practices<br />
  11. 11. LinkedIn / Facebook / Twitter Best Practices<br />
  12. 12. LinkedIn / Facebook / Twitter Best Practices<br />Why LinkedIn?<br />90+million users worldwide<br />2.98 million LinkedIn users just in the construction industry<br />construction, building materials, architecture & planning, civil engineering<br />Best professional social media site<br />Great for business development<br />Networking<br />Content sharing<br />Marketing your business<br />
  13. 13. LinkedIn / Facebook / Twitter Best Practices<br />Profile Best Practices<br />Other Important Profile Features<br />Be sure to complete your profile 100% <br />Show Groups (50 max)<br />Applications<br />Contact Information<br />Content<br />Do not clutter<br />
  14. 14. LinkedIn / Facebook / Twitter Best Practices<br />Basic Walkthrough<br />
  15. 15. LinkedIn / Facebook / Twitter Best Practices<br />InMail Best Practices<br />Other Important InMail Features<br />Great way to conduct research (poll)<br />Invite people to a company event<br />Invite to follow your company on LinkedIn<br />Invite to LinkedIn Group<br />Thank someone for connecting<br />Be careful about spam<br />
  16. 16. LinkedIn / Facebook / Twitter Best Practices<br />Company Pages Best Practices<br />Other Company Page Features<br />Ask for recommendations from past and present clients.<br />Share services in relevant groups<br />Great call to action<br />Lead generator<br />
  17. 17. LinkedIn / Facebook / Twitter Best Practices<br />Groups Best Practices<br />Other Group Features<br />When someone joins a your group, you capture their email.<br />You can connect with anyone you are in a group with.<br />Long term engagement<br />Great for event announcements<br />Posting industry relevant content<br />
  18. 18. LinkedIn / Facebook / Twitter Best Practices<br />Answers Best Practices<br />Other Answers Features<br />Answer industry relevant questions<br />Subject matter expert<br />Pose thought provoking questions<br />Light industry research<br />Networking<br />
  19. 19. LinkedIn / Facebook / Twitter Best Practices<br />Application Best Practices<br />Other Application Features<br />Profile Extension<br />Attention Getting<br />Avoid Clutter<br />Highlight Company Strengths and Personal Strengths<br />
  20. 20. LinkedIn / Facebook / Twitter Best Practices<br />Business Development on LinkedIn<br />Best Lead Generating Techniques on LinkedIn<br />Connect through groups<br />Connect with old and new clients<br />‘Get introduced’<br />Advertising<br />Company<br />Advanced search<br />
  21. 21. LinkedIn / Facebook / Twitter Best Practices<br />
  22. 22. LinkedIn / Facebook / Twitter Best Practices<br />Why Facebook?<br />500+ Million Users<br />Fastest growing Social Network<br />50% of users log on to Facebook any given day<br />Average user is connected to 80 community pages, groups and events <br />An average of 10,000 new websites integrate with Facebook every day <br />Business Improvements<br /><ul><li>Images
  23. 23. Video
  24. 24. Engagement
  25. 25. Brand conversations (NEW)</li></ul>Mobile Reach<br />
  26. 26. LinkedIn / Facebook / Twitter Best Practices<br />Facebook Basics<br />Other Basics<br />Fill personal profile out 100%<br />Follow Facebook given directions while creating your page<br />Choose a quality profile picture.<br />Be Professional <br />
  27. 27. LinkedIn / Facebook / Twitter Best Practices<br />Why is Having a Brand Page Important?<br />Easy customer contact<br />Automatic notifications<br />50% of Facebook users log in daily<br />Brand search<br />Brand to customer interaction <br />Customer service<br />
  28. 28. LinkedIn / Facebook / Twitter Best Practices<br />Brand Page Changes<br />Old Version<br />New Version<br />
  29. 29. LinkedIn / Facebook / Twitter Best Practices<br />Content Posting Best Practices<br />Other Posting Best Practices<br />420 character limit<br />Link Blog to Brand Page<br />Add photos of your work<br />Post 3 - 4 times a week!<br />
  30. 30. LinkedIn / Facebook / Twitter Best Practices<br />Best Content Practices on Facebook<br />Status updates<br />Photos<br />Videos<br />Events<br />Articles<br />Downloadable collateral <br />Location updates<br />Promo’s / offers<br />Contests<br />Links<br /><ul><li>Industry tips and tricks
  31. 31. Custom tabs
  32. 32. Answer questions / give feedback
  33. 33. Check daily for customer interaction
  34. 34. Ask customers questions for engagement</li></li></ul><li>LinkedIn / Facebook / Twitter Best Practices<br />Build your Facebook Page Likes – Best Practices<br />Ask all employees to ‘Like’ the page and start to engage<br />Have employees invite friends and family to the page<br />Add company page to your email signature<br />IMPORTANT: add the page to your website home page<br />Add Facebook logo to all business collateral materials to raise awareness of your Facebook presence<br />Ask page members to suggest the page to their friends<br />NEW: invite other page members to ‘Like’ your page<br />Email blast<br />Cross-pollinate (invite from LinkedIn and/or Twitter)<br />Advertise<br />
  35. 35. LinkedIn / Facebook / Twitter Best Practices<br />Facebook Search Best Practices<br />
  36. 36. LinkedIn / Facebook / Twitter Best Practices<br />Facebook Insights Best Practices<br />Other Insights Best Practices<br />Monitor unsubscribers<br />Change timeline<br />Traffic Metrics<br />
  37. 37. LinkedIn / Facebook / Twitter Best Practices<br />
  38. 38. LinkedIn / Facebook / Twitter Best Practices<br />Why Twitter?<br />195 million registered users<br />270,000 new signups each day<br />70 million page views a day<br />110 million Tweets per day (+65% in past 3 months)<br />40% created from mobile devices<br />Twitter users spend more money online<br />Editors and Journalists are heavy Twitter users<br />
  39. 39. LinkedIn / Facebook / Twitter Best Practices<br />Account Set-Up Best Practices<br />Can set-up as a brand, person, or topic<br />Choose a good twitter username<br />Custom background<br />Fill out your profile 100%<br />
  40. 40. LinkedIn / Facebook / Twitter Best Practices<br />Twitter Basics<br />Other Basics<br />URL shorteners<br />Retweeting<br />Direct Messages<br />Hashtags (#construction)<br />
  41. 41. LinkedIn / Facebook / Twitter Best Practices<br />What Can Twitter be Used For?<br /><ul><li>Source of news – up to the minute construction news
  42. 42. Knowledge source – industry articles and white papers
  43. 43. Topic or keyword specific
  44. 44. Engage in conversation
  45. 45. Send traffic to your website
  46. 46. Search for topics (green building, OSHA, construction)
  47. 47. Promo’s / offers
  48. 48. Track conversations
  49. 49. Link sharing</li></li></ul><li>LinkedIn / Facebook / Twitter Best Practices<br />How to Grow your Twitter Account<br />It’s about building a relationship<br />Find an influential account (wefollow.com)<br />Start Following relevant accounts<br />Limits 2,000 (1,000 a day)<br />Post daily content<br />Use Applications<br />Website Icons<br />Email Signature<br />
  50. 50. LinkedIn / Facebook / Twitter Best Practices<br />Application Best Practices<br />TweetDeck and Hootsuite<br />Schedule tweets for later<br />Manage multiple accounts<br />Track conversations<br />Easy search features<br />Both integrate with Facebook<br />Multiple users (Hootsuite)<br />You have to install TweetDeck<br />
  51. 51. LinkedIn / Facebook / Twitter Best Practices<br />Integrating LinkedIn, Facebook, and Twitter<br />Integrate LinkedIn to:<br />Twitter<br />Website<br />Blog <br />SlideShare<br />Integrate Facebook to:<br />Twitter<br />Website<br />Blog<br />YouTube<br />Integrate Twitter to:<br />Facebook<br />Website<br />LinkedIn<br />
  52. 52. Summary<br />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!<br />A majority of construction marketers use LinkedIn for Groups, Discussions and Biz Dev.<br />55% have a Facebook and Twitter page; 55% never use YouTube<br />LinkedIn is the most popular professional platform with growing advanced features and applications for biz dev and marketing<br />Facebook is the fastest growing platform with many new business features and robust metrics <br />Twitter is an excellent platform for PR, news and targeting niche verticals; Twitter builds search authority<br />Leverage social media by integrating with your website, blog and platforms<br />Social media training important to gain corporate buy-in<br />
  53. 53. Q&A<br />
  54. 54. Thank You!<br />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. <br />Find us:<br />http://www.ConstructionMarketingAssociation.org<br />www.ConstructionMarketingBlog.org<br />Twitter.com/ConstructMarket<br />Facebook.com/ConstructMarket<br />LinkedIn.com (Construction Marketing Association Group)<br />Next Webcast: Channel Promotions – Tuesday, March 15, 2011<br />
  55. 55. Panelist Bio’s<br />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. <br />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. <br />
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