Social Media Marketing to Architects              By @priteshpatel9      Blog: http://blog.pauleycreative.co.uk           ...
Overview   Background on Social Media   Why use Social Media?   Elements required?   Understanding your audience   Im...
Social sites usage on the up
What do people use Social sites for?         Read reviews and recommendations         Learn and educate themselves      ...
“What can you use SocialMedia Marketing for?”
Brand/Product Awareness Raise brand awareness What do architects think of your brand or your products? Are they loyal t...
Lead Generation
Increasing your reach Allow people and the media to share your content with others
Improve Customer Service
Improve Customer Satisfaction
Stay ahead of the game
“So what elements arerequired for a social mediastrategy?”
Planning to go Social       1. Being able to listen       2. Contribute       3. Publish/Share       4. Add/Offer Value
Identify who and where                          Twibes                          wefollow                          Twell...
Identify who and where
Listen to what is being said
Listen to what is being said
Listen to what is being said Create brand or product alerts – (or your competitions)
Listen to what is being said
Respond when required
“How can I target my contenttowards Architects?”
When Architects search….  Are they researching?  Are they considering alternatives?  Are they specifying a product?
Where are they searching?
Use content to nurture
“How do I implement my strategy?”
Create conversations Engage with your audience, understand their needs Obtain qualitative feedback on your brand or prod...
Technical Content Blogs, white papers, podcasts…..
Visual Content Product reviews, installations, testimonials…..
Visual Content
Leverage industry profiles
Develop relationships Online to Offline relationship building
Join Relevant Groups
Participate and share ideas
Utilise Recommendations
Tips for online content Make sure it’s optimised for the web Talk about something other than yourself Provide your audi...
Think outside the box
“How do I measure my social mediaactivities?”
Measurement For brand building                For lead generation: Number of mentions                Visits/Views Inc...
Measure social traffic
Measure social traffic
Measure conversions
Case Study
Sika Sarnafil Microsite
Sika Sarnafil Twitter
Sika Sarnafil Blog
Summary Research and plan Find architects online and listen Engage with architects Publish content which adds value M...
Google ‘Pauley Creative blog’ for advice on online marketing forconstruction companiesGoogle ‘My Digital Insider’ to subsc...
Social Media Marketing to Architects for Product Manufacturers
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Social Media Marketing to Architects for Product Manufacturers

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Presentation given by Pritesh Patel, Digital Marketing Manager for Pauley Creative at CIMCIG Marketing to Architects Seminar. February 2011.

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Transcript of "Social Media Marketing to Architects for Product Manufacturers"

  1. 1. Social Media Marketing to Architects By @priteshpatel9 Blog: http://blog.pauleycreative.co.uk Twitter: @PauleyCreative Facebook: www.facebook.com/PauleyCreative
  2. 2. Overview  Background on Social Media  Why use Social Media?  Elements required?  Understanding your audience  Implementation  Measurement
  3. 3. Social sites usage on the up
  4. 4. What do people use Social sites for?  Read reviews and recommendations  Learn and educate themselves  Connect with like minded/industry peers  Connect with brands  Share content  Businesses use social media to ????
  5. 5. “What can you use SocialMedia Marketing for?”
  6. 6. Brand/Product Awareness Raise brand awareness What do architects think of your brand or your products? Are they loyal to your products?
  7. 7. Lead Generation
  8. 8. Increasing your reach Allow people and the media to share your content with others
  9. 9. Improve Customer Service
  10. 10. Improve Customer Satisfaction
  11. 11. Stay ahead of the game
  12. 12. “So what elements arerequired for a social mediastrategy?”
  13. 13. Planning to go Social 1. Being able to listen 2. Contribute 3. Publish/Share 4. Add/Offer Value
  14. 14. Identify who and where  Twibes  wefollow  Twellow  tCn  Twitter Search  Online Publications  Architects Websites
  15. 15. Identify who and where
  16. 16. Listen to what is being said
  17. 17. Listen to what is being said
  18. 18. Listen to what is being said Create brand or product alerts – (or your competitions)
  19. 19. Listen to what is being said
  20. 20. Respond when required
  21. 21. “How can I target my contenttowards Architects?”
  22. 22. When Architects search….  Are they researching?  Are they considering alternatives?  Are they specifying a product?
  23. 23. Where are they searching?
  24. 24. Use content to nurture
  25. 25. “How do I implement my strategy?”
  26. 26. Create conversations Engage with your audience, understand their needs Obtain qualitative feedback on your brand or products
  27. 27. Technical Content Blogs, white papers, podcasts…..
  28. 28. Visual Content Product reviews, installations, testimonials…..
  29. 29. Visual Content
  30. 30. Leverage industry profiles
  31. 31. Develop relationships Online to Offline relationship building
  32. 32. Join Relevant Groups
  33. 33. Participate and share ideas
  34. 34. Utilise Recommendations
  35. 35. Tips for online content Make sure it’s optimised for the web Talk about something other than yourself Provide your audience with something which is useful Give your content some personality Keep it focused and relevant to your audience Generate links from other websites to your articles
  36. 36. Think outside the box
  37. 37. “How do I measure my social mediaactivities?”
  38. 38. Measurement For brand building  For lead generation: Number of mentions  Visits/Views Increase in brand based searches  Time on site Increase in product searches  Subscriptions Increase in specifications  Web Enquiries  Downloads
  39. 39. Measure social traffic
  40. 40. Measure social traffic
  41. 41. Measure conversions
  42. 42. Case Study
  43. 43. Sika Sarnafil Microsite
  44. 44. Sika Sarnafil Twitter
  45. 45. Sika Sarnafil Blog
  46. 46. Summary Research and plan Find architects online and listen Engage with architects Publish content which adds value Monitor your brand/products online Measure and refine efforts when required
  47. 47. Google ‘Pauley Creative blog’ for advice on online marketing forconstruction companiesGoogle ‘My Digital Insider’ to subscribe to our expert articles

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