Webinar Social Media Marketing for Construction Industry
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Webinar Social Media Marketing for Construction Industry

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SMPR (Simply Marcomms Ltd) Webinar - Social Media for the Construction Industry.

SMPR (Simply Marcomms Ltd) Webinar - Social Media for the Construction Industry.

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  • Social Networking sitesLinked In – Groups – create and participate in discussions/share your blog posts/add news to groupsBuilding Network - create and participate in discussions/share your blog posts/add news to groupsTcN – New and emerging – Quite exclusive – for companies and individuals, lots of Top Construction Companies are joining every day – no access to recruitment consultants – Tip: watch this site – they are launching V2 imminently and we think it will be the major player in the construction industry by the end of the yearFacebook – Fan pages allow people to like your content – allows you to share multimedia content and blog posts – this is my least favourite as I think it’s more relevant for B2C companies marketing.When you think about building value within a social network, think practically. For example, if you build a network of 3,000 contacts on LinkedIn and don’t have a clear idea of what you want them to do, or how to engage with them, will it be of any use? It’s a common thought that there’s a certain connection between the size of a network and the effectiveness of that marketing campaign. However, when we talk about social media, quality plays a bigger role than quantity.This is why you need to gather insight and learn more about your audience when creating a social media content strategy. This can be achieved through effective participation, employing various monitoring tools, analyzing and studying the traffic generated through social media sites and using third party data reporting tools which we will cover later.All of the above applies only when you have unique content that communicates directly to your audience.
  • Media Sharing sites allow users to create, optimise and upload multimedia contentUpload optimised contentPage 1 through ‘blended’ search SERPSAllows people to ‘like’ ‘vote’ and ‘share’Include tags, alt text, keywordsSet up searches and ‘Google Alerts’create a YouTube channel for all your videos
  • Book marking and voting sites are underused in the UK – but can be very effective for news stories/breaking news and for driving traffic to your website or blogWhen a website receives a large number of natural, permanent links from trusted domains, it develops authority. Search engines trust it. If you optimize your content and website structure properly, you can easily start ranking for competitive keywords, which will in turn bring in search engine visitors. Do this often enough and your search traffic will undoubtedly increase. In a sense, you are obtaining these quality links through borrowed trust. Many bloggers and webmaster still think that if an article is on the Digg or del.icio.us homepage, then it’s probably worth checking out and referencing through a link.Digg/Stumble Upon/Del.icio.us – sharingAllows users to submit and vote on web contentExcellent for creating links to specific campaignsKey is consistency – Develop a reputation for sharing storiesGreat for news items and press releasesContract wins and PR stories

Webinar Social Media Marketing for Construction Industry Webinar Social Media Marketing for Construction Industry Presentation Transcript

  • Kirstie Colledge
    Twitter: @KirstieColledge
    LinkedIn: KirstieColledge
    Building Network: Kirstie Colledge
    TcN: Kirstie Colledge
    kirstie@simplymarcomms.co.uk
    Header here or text
    Header here or text
  • What we will cover
    • Forms of Social Media
    • Social Media Marketing Strategy View slide
    • Content Strategy – What is Social Media Content? View slide
    • Strategy & Tactics – Content Sharing & Publishing
    • Measurement & Analysis
    • The all-important ‘Case Study’
  • Why is social media so important?
    • What is social media marketing?
    • What does it allow you to do?
    • Build business connections
    • Increase your digital footprint
    • Network with customers and prospects
    • Share information
    • Collaborate on projects
    • Social media marketing - keep search in mind
    • Changes to Google’s Search
  • Changes in the search landscape?
  • Forms of Social Media
    • Blogs
    • Microblogs
    • Social Networks
    • Media Sharing Sites
    • Social Bookmarking and Voting sites
  • Forms of Social Media - Blogs
    Improves your website
    ranking for organic search results
    RSS Subscribers Opt-In
    Blogs enable you to
    generate regular content and debate on the products and services you provide
  • Forms of Social Media - Blogs
    • Use Wordpress – Why?
    • Use your own domain – Why?
    • Add regular content – all media types
    • Add RSS feed
    • Feed content to social networking sites
    • Add Tweetmeme button
    • Optimise all content and posts for search
  • Forms of Social Media – Microblogs (Twitter)
    • Personal or Company? – use App – Tweetdeck or Hootsuite
    • Catchy biography
    • Don’t auto follow
    • Set up searches with keywords in mind
    • Add RSS feed – use keywords in prefix and suffix
    • Feed tweets to blog and social network sites
    • Optimise all content and posts for search
  • Forms of Social Media – Social Networks
  • Forms of Social Media – Media Sharing Sites
    • Upload optimised content
    • Page 1 through ‘blended’ search SERPS
    • Allows people to ‘like’ ‘vote’ and ‘share’
    • Include tags, alt text, keywords
    • Set up searches and ‘Google Alerts’
    • Create a YouTube channel
  • Forms of Social Media – Bookmarking & Voting
    • Digg/Stumble Upon/Del.icio.us - sharing
    • Allows users to submit and vote on web content
    • Excellent for creating links to specific campaigns
    • Key is consistency –
    • Develop a reputation for sharing stories
    • Great for news items and press releases
    • Contract wins and PR stories
  • Social Media Marketing Strategy/Tactics
    • Set objectives/goals/benchmarks
    • Listen to conversations
    • Find construction and sector communities
    • Identify industry influencers
    • Develop a content strategy
    • Choose your tools
    • Create/Optimise/Share your content
    • Engage with networks and create conversations
    • Measure results against objectives
  • Create a Social Media Marketing Plan
    • Create a Social Media Marketing plan
    • Situation Analysis
    • Market Segmentation
    • Review Traditional Marketing Plan and activities (4 p’s)
    • Create Content Schedule for each Social Network
    • Create
    • Optimise
    • Publish
    • Share
  • Content Strategy - Integration
    Create Content
    Optimise Content
    Publish Content
    Share Content
    “All content should be created, optimised, shared and published with search in mind”
  • Content Strategy - What is Social Media Content?
  • Example: Video Content
    Corporate Video
    Training Video
    Video Case Study
    Exhibitions and Events Highlights
    Health and Safety Video
    Product Video
  • Measurement & Analysis
    • Google Analytics/Feedburner/Pingbacks/Blog Grader
    • Bit.ly/Hootsuite/Tweetmeme/TwitterAnalyzer
    • Delvr.it/YUDU/Slideshare/YouTube
    • Hubspot – websitegrader/twittergrader
    • Digg/Del.ic.ous/Stumble Upon
    • CTA’s on Main Website or Blog! You want enquiries and new business!
  • Case Study – Camfil Farr
  • Social Media Marketing Results
    • 2 Blogs – page one Google
    • 3000 + RSS Subscribers
    • 2000 Whitepaper Downloads
    • Email database of 8000+
    • 40% increase visitors
    • Several leads from PR content
    click throughs
  • References – Check these out!
    Books
    Engage – Brian Solis
    Inbound Marketing – Brian Halligan/Dharmesh Shah
    The Social Media Marketing Book – Dan Zarrella
    The New Rules of Marketing and PR – David Meerman-Scott
    Blogs and sites
    www.b2bseoblog.co.uk
    www.briansolis.com
    www.hubspot.com
    www.tcn.uk.com
    www.econsultancy.com
    www.pauleycreative.co.uk
    www.constructionmediablog.co.uk
    www.pwcom.wordpress.com
    www.angelamaiers.com
    www.hitwise.com/uk
    www.forrester.com
  • SMPR Social Media Marketing Services
    • Traditional PR
    • Online PR & SEO
    • PR Writing & Distribution
    • Social Media Marketing Strategy
    • Social Media Marketing Management
    • Online Publishing
    • Online Content Generation – all types
  • Q&A Session
    Header here or text
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  • Kirstie Colledge
    Twitter: @KirstieColledge
    LinkedIn: KirstieColledge
    Building Network: Kirstie Colledge
    TcN: Kirstie Colledge
    kirstie@simplymarcomms.co.uk
    Header here or text
    Header here or text