Webinar Social Media Marketing for Construction Industry

Kirstie Colledge
Twitter: @KirstieColledge
LinkedIn: KirstieColledge
Building Network: Kirstie Colledge
TcN: Kirstie Colledge
kirstie@simplymarcomms.co.uk
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What we will cover
Forms of Social Media
Social Media Marketing Strategy
Content Strategy – What is Social Media Content?
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
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Kirstie Colledge
Twitter: @KirstieColledge
LinkedIn: KirstieColledge
Building Network: Kirstie Colledge
TcN: Kirstie Colledge
kirstie@simplymarcomms.co.uk
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http://translate.googleusercontent.com	3
http://simplymarcomms.co.uk	2
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Webinar Social Media Marketing for Construction Industry

by Simply Marcomms

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