Social Media for DKI
Why do I need social media? <ul><li>You may be thinking: </li></ul><ul><li>I don’t really care what anyone ate for breakfa...
Why do I need social media? <ul><li>A new study shows that those who are fans or followers of a brand on Facebook or Twitt...
Why do I need social media? <ul><li>60% of respondents claimed their Facebook fandom increased the chance they would recom...
Why do I need social media? <ul><li>The top reason to fan a brand on Facebook was to receive discounts, followed by simply...
What can it help me do? <ul><li>Build relationships </li></ul><ul><li>Raise awareness of your company </li></ul><ul><li>Im...
If I build it, will they come? <ul><li>A social media strategy is like throwing a party </li></ul><ul><li>You can’t just p...
Bring ‘em Home <ul><li>The point of your social media strategy should be to engage your fanbase, attract fans, drive traff...
Why my website? <ul><li>Your website should not be a one-way sales message, but a living, breathing hub for your business ...
NYC vs Uncasville, CT <ul><li>You want your website to be more like NYC than Uncasville, CT </li></ul><ul><li>All of the h...
So, where do I start? <ul><li>So many different choices, which one to choose… </li></ul><ul><ul><li>Facebook </li></ul></u...
Facebook
Why Facebook? <ul><li>Facebook has over 350 million users </li></ul><ul><ul><li>About half of them are logging on at least...
Your Personal Profile <ul><li>Make sure your profile is filled out completely </li></ul><ul><ul><li>Be sure to include the...
Your Personal Profile <ul><li>Update your status </li></ul><ul><ul><li>Write something interesting about a recent job/disa...
 
Create a Page (not a Group) <ul><li>Limitations of Groups </li></ul><ul><ul><li>Can’t have statuses which is a fundamental...
Create a page <ul><li>Add pictures and videos from jobs, events, etc. </li></ul><ul><li>Import your blog </li></ul><ul><ul...
Create a Page <ul><li>Standard Facebook Tabs </li></ul><ul><li>Wall – where you can update your status and fans can commen...
 
 
Promote your page <ul><li>Post a link to your business page on your personal profile </li></ul><ul><li>Promote your page t...
Promote your page <ul><li>Add a Facebook Fanbox to your website or blog where people can become fans directly from that pa...
Facebook Advertising <ul><li>Once your page is set up and rich with content, you can run an ad campaign to create awarenes...
Things to keep in mind… <ul><li>Starting a Facebook page is easy, but it takes time to develop, be patient </li></ul><ul><...
LinkedIn
Your personal profile <ul><li>Build your profile to 100% </li></ul><ul><li>Make sure your profile has a custom url:  www.l...
LinkedIn Groups <ul><li>Start your own LinkedIn Group </li></ul><ul><ul><li>Import your blog  </li></ul></ul><ul><li>Also,...
They’ve got a question, you’ve got an answer… <ul><li>LinkedIn Answers </li></ul><ul><ul><li>Allows you to ask a question ...
 
More answers <ul><li>If you have written a blog that may be relevant, include the url in your response to drive more traff...
 
Blogging
Blogging <ul><li>What is a blog? </li></ul><ul><ul><li>A blog is a shortened version of “web log”  </li></ul></ul><ul><ul>...
What can a blog do for me? <ul><li>Establish your company as a leader in the your industry </li></ul><ul><li>Gives your po...
What do I write about? <ul><li>Industry news </li></ul><ul><li>Case studies </li></ul><ul><li>How-to articles </li></ul><u...
Some Blogging Ideas <ul><li>10 Ways to Prevent a House Fire </li></ul><ul><li>5 Disasters That Could Have Been Avoided </l...
A few more blogging tips <ul><li>The title is extremely important </li></ul><ul><li>Write a minimum of once per week </li>...
Twitter
What is Twitter? <ul><li>Twitter is a micro-blogging platform </li></ul><ul><ul><li>It limits your post to 140 characters ...
 
What is Twitter? <ul><li>Even if you may not be ready, reserve a company name for Twitter account </li></ul><ul><ul><li>@a...
Build a Following <ul><li>Use  www.search.twitter.com  to look for trending topics in your industry </li></ul><ul><li>Answ...
Making It Work…
Engaging Your Leads <ul><li>Using social media, you are giving potential customers many different options to engage with y...
Remember… <ul><li>Be patient </li></ul><ul><ul><li>It takes time to build a quality audience and generate brand awareness ...
Q & A
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Social Media for Restoration Companies

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Social Media presentation given to Disaster Kleenup International at a conference at Mohegan Sun.

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Transcript of "Social Media for Restoration Companies"

  1. 1. Social Media for DKI
  2. 2. Why do I need social media? <ul><li>You may be thinking: </li></ul><ul><li>I don’t really care what anyone ate for breakfast </li></ul><ul><li>I’m a restoration company, how can it help my business? </li></ul><ul><li>Is it possible to get new customers through social media? </li></ul>
  3. 3. Why do I need social media? <ul><li>A new study shows that those who are fans or followers of a brand on Facebook or Twitter are significantly more likely to buy products, use services or recommend the brand to a friend* </li></ul><ul><li>*Chadwick Martin Bailey and iModerate Research Technologies, March 2010, http://www.emarketer.com/Article.aspx?R=1007568 </li></ul>
  4. 4. Why do I need social media? <ul><li>60% of respondents claimed their Facebook fandom increased the chance they would recommend a brand to a friend </li></ul><ul><li>Among Twitter followers, that proportion rose to nearly 80% </li></ul><ul><li>*Chadwick Martin Bailey and iModerate Research Technologies, March 2010, http://www.emarketer.com/Article.aspx?R=1007568 </li></ul>
  5. 5. Why do I need social media? <ul><li>The top reason to fan a brand on Facebook was to receive discounts, followed by simply being a customer of the company and a desire to show others that they support the brand </li></ul><ul><li>On Twitter, discounts, up-to-the-minute information and exclusive content were the main draw </li></ul><ul><li>*Chadwick Martin Bailey and iModerate Research Technologies, March 2010, http://www.emarketer.com/Article.aspx?R=1007568 </li></ul>
  6. 6. What can it help me do? <ul><li>Build relationships </li></ul><ul><li>Raise awareness of your company </li></ul><ul><li>Improve perceptions </li></ul><ul><li>Allow you to respond to customers instantly </li></ul><ul><li>Boost engagement with your company </li></ul><ul><li>Get people to an event </li></ul>
  7. 7. If I build it, will they come? <ul><li>A social media strategy is like throwing a party </li></ul><ul><li>You can’t just put plates of food out and invite people over and expect them to have a good time </li></ul><ul><li>You have to have variety in what you serve to them, talk to your guests and give them a reason to come back and bring their friends </li></ul>
  8. 8. Bring ‘em Home <ul><li>The point of your social media strategy should be to engage your fanbase, attract fans, drive traffic to your website and participate in real-time conversations where the fanbase is already congregating online </li></ul>Your Brand / Website
  9. 9. Why my website? <ul><li>Your website should not be a one-way sales message, but a living, breathing hub for your business </li></ul><ul><li>Social media vehicles allow you to focus on what conversations are happening off your site on the rest of the internet </li></ul><ul><li>Then once you are recognized as a trusted source, ultimately drive traffic to your site </li></ul>
  10. 10. NYC vs Uncasville, CT <ul><li>You want your website to be more like NYC than Uncasville, CT </li></ul><ul><li>All of the highways, planes, trains and buses running through your site are like search engines, links from other sites and mentions of your company in social media </li></ul>NYC Uncasville, CT Multiple Major Highways 1 Highway 3 Major Airports No Airports 2 Major Train Stations No Train Stations Huge Bus Depot Some Buses
  11. 11. So, where do I start? <ul><li>So many different choices, which one to choose… </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Blogging </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
  12. 12. Facebook
  13. 13. Why Facebook? <ul><li>Facebook has over 350 million users </li></ul><ul><ul><li>About half of them are logging on at least once a day </li></ul></ul><ul><ul><li>Fastest growing demographic is 35+ </li></ul></ul><ul><li>Reach </li></ul><ul><ul><li>You want your message to reach as many people as possible </li></ul></ul><ul><li>Going Viral </li></ul><ul><ul><li>When someone sees your message and becomes a fan, all their friends see it and can instantly become a fan as well </li></ul></ul>
  14. 14. Your Personal Profile <ul><li>Make sure your profile is filled out completely </li></ul><ul><ul><li>Be sure to include the associations you belong to and non-profit involvement </li></ul></ul><ul><ul><li>Pay special attention to education and work fields </li></ul></ul><ul><ul><ul><li>Fellow alumni or colleagues may search for you this way </li></ul></ul></ul><ul><ul><ul><li>Include link to your blog, website, and other social media </li></ul></ul></ul><ul><li>Look for existing business contacts on Facebook and request them as friends </li></ul>
  15. 15. Your Personal Profile <ul><li>Update your status </li></ul><ul><ul><li>Write something interesting about a recent job/disaster clean-up, a blog post, etc. </li></ul></ul><ul><li>Comment on friends’ statuses </li></ul><ul><li>Utilizing Facebook tagging </li></ul><ul><ul><ul><li>Use the @ symbol in your status or comment to tag a friend </li></ul></ul></ul><ul><ul><ul><li>E.g. At Mohegan Sun with @Tarra Del Chiaro talking about social media </li></ul></ul></ul><ul><ul><ul><ul><li>When people comment or “like” what you tagged, you both will get a notification and be able to comment back and create dialogue </li></ul></ul></ul></ul>
  16. 17. Create a Page (not a Group) <ul><li>Limitations of Groups </li></ul><ul><ul><li>Can’t have statuses which is a fundamental viral function of Facebook because they show up in all fans’ newsfeeds </li></ul></ul><ul><ul><li>Can’t advertise a Group through Facebook </li></ul></ul><ul><ul><li>External applications can’t be used within Groups: </li></ul></ul><ul><ul><ul><li>Link Twitter account to page </li></ul></ul></ul><ul><ul><ul><li>Link YouTube videos directly to page </li></ul></ul></ul><ul><ul><li>Apps are constantly being developed </li></ul></ul><ul><li>Facebook Groups aren’t indexed by the search engines while Pages are </li></ul><ul><li>Groups can’t have vanity url’s (e.g.– facebook.com/ablerestoration </li></ul>
  17. 18. Create a page <ul><li>Add pictures and videos from jobs, events, etc. </li></ul><ul><li>Import your blog </li></ul><ul><ul><li>This will automatically pull your blog posts in automatically so all your Facebook fans can read them </li></ul></ul><ul><li>Update your status and ask questions to start a conversation </li></ul><ul><li>Reply to fans’ posts </li></ul>
  18. 19. Create a Page <ul><li>Standard Facebook Tabs </li></ul><ul><li>Wall – where you can update your status and fans can comment and interact </li></ul><ul><li>Info – a basic overview of the company/products </li></ul><ul><li>Photos – upload photos and create different albums </li></ul><ul><li>Videos – upload individual videos </li></ul><ul><li>Notes – Facebook’s blogging feature </li></ul><ul><li>Custom Tabs </li></ul><ul><li>Coupon </li></ul><ul><li>Newsletter Signup </li></ul><ul><li>Polls </li></ul><ul><li>Custom Welcome Tab </li></ul>
  19. 22. Promote your page <ul><li>Post a link to your business page on your personal profile </li></ul><ul><li>Promote your page through existing channels like your website, blog, LinkedIn profile, etc. </li></ul><ul><li>Link to becoming a fan of your business on your e-newsletter or other communication </li></ul>
  20. 23. Promote your page <ul><li>Add a Facebook Fanbox to your website or blog where people can become fans directly from that page. </li></ul>
  21. 24. Facebook Advertising <ul><li>Once your page is set up and rich with content, you can run an ad campaign to create awareness and get more fans </li></ul><ul><li>Facebook ads can be highly targeted: </li></ul><ul><ul><li>E.g. An ad targeting people in CT, MA and RI, ages 26+ with the words: insurance adjuster, property management and real estate in their profiles </li></ul></ul><ul><ul><li>26,140 people </li></ul></ul>
  22. 25. Things to keep in mind… <ul><li>Starting a Facebook page is easy, but it takes time to develop, be patient </li></ul><ul><li>Plan to have someone in your company responsible for updating content </li></ul><ul><li>Facebook’s functionality, large user base and viral nature makes it a worthwhile marketing endeavor </li></ul>
  23. 26. LinkedIn
  24. 27. Your personal profile <ul><li>Build your profile to 100% </li></ul><ul><li>Make sure your profile has a custom url: www.linkedin.com/in/yourfullname </li></ul><ul><li>Keywords: </li></ul><ul><ul><li>Use as many relative industry keywords in your profile, this will help you come up in Linkedin search results </li></ul></ul><ul><ul><ul><li>Cleaning, restorations, disaster relief, etc. </li></ul></ul></ul><ul><li>Feed blog into personal profile </li></ul><ul><li>Update your status </li></ul>
  25. 28. LinkedIn Groups <ul><li>Start your own LinkedIn Group </li></ul><ul><ul><li>Import your blog </li></ul></ul><ul><li>Also, search for some of the largest groups in the same industry </li></ul><ul><ul><li>Cleaning & Restoration Industry Online </li></ul></ul><ul><ul><li>The Institute of Inspection, Cleaning and Restoration </li></ul></ul><ul><li>Lead or participate in some of the discussions </li></ul>
  26. 29. They’ve got a question, you’ve got an answer… <ul><li>LinkedIn Answers </li></ul><ul><ul><li>Allows you to ask a question or answer questions others may have </li></ul></ul><ul><ul><ul><li>This will help to establish you as an expert in the Linkedin community </li></ul></ul></ul><ul><ul><li>Find the most relevant categories and subscribe to LinkedIn Answers so you automatically receive updates anytime someone submits a question in your chosen categories </li></ul></ul>
  27. 31. More answers <ul><li>If you have written a blog that may be relevant, include the url in your response to drive more traffic to your site </li></ul><ul><li>If you don’t know an answer to a question, but may know somebody that does you can use the “Suggest Expert” feature. </li></ul><ul><li>This will build trust and authority in the LinkedIn community </li></ul>
  28. 33. Blogging
  29. 34. Blogging <ul><li>What is a blog? </li></ul><ul><ul><li>A blog is a shortened version of “web log” </li></ul></ul><ul><ul><li>A place where there are regular entries of commentary, news about your company, events or general industry that others can comment on and share </li></ul></ul><ul><ul><li>It is free and easy to setup </li></ul></ul><ul><ul><li>You can use an outside blogging service, such as blogger, and have it redirect to your own subdomain (e.g. blog.ablerestoration.com) </li></ul></ul>
  30. 35. What can a blog do for me? <ul><li>Establish your company as a leader in the your industry </li></ul><ul><li>Gives your potential customers a way to engage with you </li></ul><ul><li>Build trust over time so that when you actually talk to them about your company offerings, they’re prepared </li></ul><ul><li>Improve your search engine rankings </li></ul>
  31. 36. What do I write about? <ul><li>Industry news </li></ul><ul><li>Case studies </li></ul><ul><li>How-to articles </li></ul><ul><li>Preventative tips </li></ul><ul><li>Attendance/experience at events </li></ul><ul><li>Feedback on other articles </li></ul>
  32. 37. Some Blogging Ideas <ul><li>10 Ways to Prevent a House Fire </li></ul><ul><li>5 Disasters That Could Have Been Avoided </li></ul><ul><li>Why We Donate to XX Charity </li></ul><ul><li>What to Do When You’re Experiencing a Flood </li></ul>
  33. 38. A few more blogging tips <ul><li>The title is extremely important </li></ul><ul><li>Write a minimum of once per week </li></ul><ul><li>Add a video or some relevant pictures </li></ul><ul><ul><li>In the restoration industry, this is very powerful; imagine the possibilities with a video blog </li></ul></ul><ul><li>Keep your blog posts short and sweet </li></ul><ul><li>Invite others to write on your blog </li></ul><ul><ul><li>E.g. Guest blogger Jeff Sabel, President of DKI </li></ul></ul>
  34. 39. Twitter
  35. 40. What is Twitter? <ul><li>Twitter is a micro-blogging platform </li></ul><ul><ul><li>It limits your post to 140 characters </li></ul></ul><ul><li>These short entries are called “tweets” </li></ul><ul><li>You can post tweets from twitter.com, your cell phone or a variety of different applications you can download on your desktop </li></ul>
  36. 42. What is Twitter? <ul><li>Even if you may not be ready, reserve a company name for Twitter account </li></ul><ul><ul><li>@ablerestoration </li></ul></ul><ul><li>Complete your profile </li></ul><ul><li>Start tweeting before you build a following so you have content on your Twitter page </li></ul>
  37. 43. Build a Following <ul><li>Use www.search.twitter.com to look for trending topics in your industry </li></ul><ul><li>Answer their questions, give them tips, direct them to a blog post that you’ve written, etc. </li></ul><ul><li>People will see value in this, become aware of your company and become a follower </li></ul>
  38. 44. Making It Work…
  39. 45. Engaging Your Leads <ul><li>Using social media, you are giving potential customers many different options to engage with your company </li></ul><ul><ul><li>Become a fan </li></ul></ul><ul><ul><li>Following your tweets </li></ul></ul><ul><li>Potential customers may find you in different places of the sales cycle </li></ul><ul><ul><li>You are accommodating them with more options to help them make a decision to choose you </li></ul></ul>
  40. 46. Remember… <ul><li>Be patient </li></ul><ul><ul><li>It takes time to build a quality audience and generate brand awareness </li></ul></ul><ul><li>Be remarkable </li></ul><ul><ul><li>Create relevant and interesting content about your industry </li></ul></ul><ul><li>Be social </li></ul><ul><ul><li>Talk to people. Ask them what they want to know and answer their questions </li></ul></ul>
  41. 47. Q & A

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