Social Media for Restoration Companies

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

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

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Transcript

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