Johnston County HBA Social Media Presentation


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Basic description of Social Media as it pertains to the Home Building Industry

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  • Never before has the retailer or wholesaler been able to reach their customer in so many types of media. Gone are the days were you can just place a newspaper ad, or a radio spot and think you’ve reached your customer. The kind of marketing I’m talking about today is inbound marketing. Web 2.0 is a term describing the trend in the use of World Wide Web technology and web design that aims to enhance creativity , information sharing, and, most notably, collaboration among users. The reason we have chosen to embrace these technologies is because the market has become customer driven and everyone expects the product that’s tailor made for them They want more information to enhance their buying decision.
  • Each one of these has it advantages and disadvantages. Some, like, blogs for example, take a lot of resources and time. Social search and forums can take very little of your time. There are more types than this like social bookmarking, wikis, and others presentation sharing, but I had to cut it off somewhere. :D
  • The most important thing about writing a blog is they must be consistent. If they are not consistent then you will not get people to follow you. Content is king. You have to answer the customer’s question. What’s in it for me? It can’t be all about your product or how great YOU are. You have to solve your customer’s problems you have to give them interesting content that isn’t all about you.
  • Who hasn’t seen an online video? You might think that it costs a mint to product video. Not so. We produce these youtube videos inhouse. Are they the best quality. Well, I’m the first to admit I’m no videographer but for YouTube it doesn’t have to be a major production to make it successful.
  • The content of a micro-blog differs from a traditional blog in that it is typically smaller in actual size and aggregate file size. A single entry could consist of a single sentence or fragment or an image or a brief, ten second video. But, still, its purpose is similar to that of a traditional blog. Users micro-blog about particular topics that can range from the simple, such as "what one is doing at a given moment," to the thematic, such as "sports cars," to business topics, such as particular products. Many micro-blogs provide short commentary on a person-to-person level, share news about a company's products and services, or provide logs of the events of one's life. There are many tools to make microblogging easier and faster. It doesn’t have to take a lot of time to get a system down and still have a presence. A lot of people think that you have to follow and be followed by a lot of people to be successful. This is just not so. Wouldn’t you rather have 100 good qualified followers that are interested in your product or service than a 1000 who don’t give you a second glance. How to set up your Twitter campaign could be a class on its own though. Twitter Case Study – PR NC State Fair
  • If you can think it there is an internet forum for it. You could spend all day on a forum, but you don’t have to. You can simple monitor your online reputation or can become a full fledged member of an online community who gives out expert advice.
  • Linked In is primarly a professional social network. It’s focus is your professional contacts. Facebook and MySpace are more social personal friend type networks. Facebook now allows businesses to set up fan pages. This is a great way to get your name out there. It’s a little harder for B2B to operate on FB and MS but it can be done. I don’t particularly care for MS, but it has its place. If you sell a product that fits in with a younger crowd. ( tattoo artist, coffee shop, salon, nail place, tanning beds, etc. ) then MS might work for you. However, FB is the leader in the industry now and if you have to pick just one, I’d choose FB in the social personal end of things. If you are a B2B I would make your presence more clear on Linked In.
  • According the the 2009 Social Media Reality Check Study… 61% of consumer social media users turn to social media when researching purchases. 40% are using it to engage with organizations in a dialogue.   3.Facebook is the most popular social media space for consumer social media users (77%) followed by YouTube (65%) and MySpace (20%). 4. 42% of consumer social media users 45 years and older are likely to use online channels to research products, significantly more than younger users. 
  • The short answer is yes. Social media is not a fad, it’s not going away. It will drive business and opportunities. Remember when you use to fax everything? Cassette tapes? VHS? Technology is always evolving. You either get on board or get left behind.
  • The most important thing you need to do as a business to retain and get repeat customers is to get them to KNOW, LIKE, and TRUST you the business owner. Social Media is a transparent method of communication between you and your customers or prospects. It helps them to KNOW, LIKE and TRUST you better than advertising.
  • Some social media venues are labor and time intensive, some are not. None of the platforms themselves cost much if anything. Start with one, the one you think your company will benefit the most from and that you will make a commitment too. There are tools to help you post to multiple platforms so you only have to do the updating work once. Make a schedule – Put down in writing that you will do X on X for X Be consistent – Whatever you decide to do stay with it, you can always do more, but you can do less and you can’t be erratic in social media. If there’s an interest out there, there’s a forum for it. I challenge you to google ANYTHING and put forum or message board behind it and I promise you will find one. Don’t be afraid to step out of the box. If your competitors aren’t doing it, they will be. Do it first, be the leader 3. All of these venues I have told you about have passed my “ Can my Mama do it?” test. There’s tons of help out there to get you started, just ask. 4. Writing takes practice, no doubt, but you have to get out there and try. People aren’t looking for perfection, they are looking for information. Talk from your heart. Write like you would talk to someone in your store. Customers online want to know there’s a real person and a face behind that company. Maybe a person just like them, who understands them and their needs. 5.You’re exactly right. The thing is you NEVER HAD control. People are talking about your company and you whether you engage them are not. Wouldn’t you rather have a seat at the table than your head in the sand? 6. It is measurable, just because there’s not a handy dandy little tool doesn’t mean you can’t measure. It does depend on your objective though. has some metrics for social media measurement. YouTube just came out with its own analytics. Here’s a sample.
  • When someone tells me Social Media isn’t used in their industry. All I have to do is a couple of searches
  • Social Media is not a fad and it’s not going away. You either jump on the wagon or get left behind. Even if you aren’t ready to do a full blown social media campaign you at least need to educate yourself to what is out there. Believe me, your customers know. Chris Brogan is one of the leading online social media marketers in the country. He has compiled may case studies to prove the worth of social media.
  • I have this presentation up on Linked In. You can just look at it or download it if you wish.
  • Johnston County HBA Social Media Presentation

    1. 1. WHAT IS IT ? HOW DO I USE IT ? IS IT WORTH IT ? Social Media…
    2. 2. What is Social Media? Hmmm…
    3. 6. What is Social Media? <ul><ul><li>“ Any online media that allows users to interact with one </li></ul></ul><ul><ul><li>another (i.e. socialize).” </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Search </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Microblogging </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>
    4. 7. Blogs <ul><ul><li>A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order. </li></ul></ul><ul><ul><li>Examples of successful business blogs: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    5. 8. Video Sharing <ul><ul><li>Video sharing refers to website or software where a user can distribute their video clips. Some services may charge, but the bulk of them offer free services </li></ul></ul><ul><ul><li>Successful Examples: </li></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Hulu </li></ul></ul></ul><ul><ul><ul><li>Vimeo </li></ul></ul></ul>
    6. 9. Micro-blogging <ul><ul><li>Micro-blogging  is a form of multimedia blogging that allows users to send brief text, audio or video messages in a number of different ways. These ways can be phone text message, instant message, email or the web. </li></ul></ul><ul><ul><li>Successful Examples: </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>FriendFeed </li></ul></ul></ul><ul><ul><ul><li>Plurk </li></ul></ul></ul>
    7. 10. Forums <ul><ul><li>An Internet forum is a facility on the World Wide Web for holding discussions and posting user generated content, or the web application software used to provide this facility </li></ul></ul><ul><ul><li>Successful Examples: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
    8. 11. Social Networks <ul><ul><li>A social network is a social structure made of nodes ( individuals or organizations) that are tied by one of more specific type of relations such as financial exchange, friendship, trade, or web links. </li></ul></ul><ul><ul><li>Successful Examples: </li></ul></ul><ul><ul><ul><li>Linked In </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>MySpace </li></ul></ul></ul>
    9. 12. How do I use it? OK…
    10. 13. Not all social media venues are for everybody. You have to decide which ones make the most sense for your business.
    11. 14. Choosing Social Media Venues <ul><li>Ask yourself… </li></ul><ul><ul><li>Who is my audience? </li></ul></ul><ul><ul><li>What do they want from me? </li></ul></ul><ul><ul><li>Do we want to be part of the conversation? </li></ul></ul><ul><ul><li>What is our objective? </li></ul></ul><ul><ul><li>How much commitment am I able to make? </li></ul></ul>
    12. 15. Recommended Social Media <ul><li>For HBA Members to start: </li></ul><ul><ul><li>Social Search </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul>
    13. 16. Who Uses Social Media? <ul><li>Social media is growing. </li></ul><ul><li>Social media is influencing purchase decision making. </li></ul><ul><li>Social media is credible. </li></ul><ul><li>Social media for news and information is important. </li></ul><ul><li>Social media users are still loyal to the more popular tools. </li></ul><ul><li>Social media has broadened its demographic. </li></ul>Data Used from 2009 Reality Check Study – CNW Group
    14. 17. Is it worth it? SO…
    15. 18. Why engage in Social Media? <ul><li>Customer Life Cycle </li></ul>
    16. 19. Overcoming common objections… <ul><li>I don’t have time/staff/money… </li></ul><ul><li>They don’t use social media in my industry </li></ul><ul><li>I’m not good with technology </li></ul><ul><li>I’m not a good writer. </li></ul><ul><li>Someone might say something negative. </li></ul><ul><li>It’s not measurable. </li></ul>
    17. 20. Social Media in Your Industry <ul><li>Forums </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Video Sharing </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Photo Sharing </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    18. 21. Social Media in Your Industry <ul><li>Blogs </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    19. 23. Case Studies on Social Media <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    20. 24. Where to find me on social media <ul><li>Twitter </li></ul><ul><li>@AgriSupply – Work </li></ul><ul><li>@WTCreative_KC – Side Business </li></ul><ul><li>Email </li></ul><ul><li> </li></ul>