Virtual Building Blocks:
Social Media Strategies for the
Building Industry
Presented by Adrienne Cregar Jandler
President,...
What we’ll talk about…
How can using social media benefit my
business?
(Why should I use social media?)

What channels sho...
Why should I use social media?

Who are the people that impact your business?

• prospective clients
• strategic partners ...
Why should I use social media?

A few statistics to frame our thoughts about our ‘stakeholders’ and
social media…
• Only 1...
Why should I use social media?

One last statistic about the growth of social media…
Comparing social media to other media...
In today’s economy, wouldn’t you welcome the opportunity to
reach an ever-growing pool of your stakeholders from the comfo...
Examples of Social Media uses for business…
• Reach new clients and grow
client Relationships
• Word-of-mouth customer
ref...
What channels should I use?

There are thousands of social media applications, but
There are a small handful that are ‘meg...
How does social media fit in with your other marketing efforts?

Social Media
Website

Online &
Offline
Advertising &
Prom...
Why should I use social media?

Let’s think of social media from the perspective of
what it has to offer…
Social Media off...
Why should I use social media?

When someone is searching for the
type of services you offer,
where do they look?

Magazin...
Why should I use social media?

If your name, or your company
name were searched for,
what representation would
you have i...
Why should I use social media?

How can social media help you build your credibility?
• Recommendations from others who ha...
Each channel provides you opportunities to post relevant content
which is cross-linked

LinkedIn

• Start discussions
• Li...
What channels should I use?

Unlike traditional advertising,
Social Media centers around

Relationships
This is an importa...
What channels should I use?

You’ll want to select your channels based
on how much time you can
realistically dedicate to ...
What channels should I use?

You have two entities that can be represented in the social networks:
yourself, and your comp...
What channels should I use?

Time
commitment &
expected level
of participation
(frequency of
posts)

Blogs

Facebook,
Twit...
What it is (and what it is not):
Social Media is:

Social Media is NOT:

An opportunity to expand
your network of relation...
What channels should I use?

Your participation determines the value you get from networking

Think about the professional...
What channels should I use?

What are others in the industry doing?
5 Builders active in social media
who serve as great m...
Lennar Homes
on Facebook
Lennar Homes’
Blog
Lennar Homes
On Flickr
Lennar
on Twitter
Your profile is your
‘home base’

We will examine the
Particulars of the user
profile shortly…
My personal
profile on

LinkedIn
Summary of Core
Information

Description of
my area of expertise
(more of) my personal profile on LinkedIn
A poll I posted

Some books
I’m currently
reading

(online)
Groups I am in
on th...
(more of) my personal profile on LinkedIn

Recommendations
of me (and my
company)
Part of our
Company ‘GROUP’
page on Linked In

I posted a discussion
question

Group members can
comment, post additional
...
Our Company ‘FAN’ page on Facebook
We post news
of interest
about the firm:

Upcoming
Events (like this
workshop!)
Photos from our
Workshops &
events

Testimonials/Ads
featuring our
clients
New site launch
announcements
Awards we’ve
rece...
Our Company ‘FAN’ page on Facebook

Tagging presents even
greater opportunities for
exposure
Getting Started: The process
Commit to the program
Establish goals and a strategy
Who will be responsible for your company...
Where do I Start?
3 Social Networks to start with:
Linked In
• set up your professional profile
• set up your company prof...
A Few Tips…
Social networking begins with your core representation.
Establish COMPLETE profiles in the networks you choose...
See what is already out
there…
Seeing yourself as others (can) see you…
Social network
profiles

Blog posts

Articles you’ve written
or that have been
wr...
Social Media Changes
Everything.
Are you ready?

Building Business with Social Media - - - ©2008, Atlantic Webworks. All r...
Virtual Building Blocks: Social Media Strategies for the Building Industry (2012)
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Virtual Building Blocks: Social Media Strategies for the Building Industry (2012)

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How can the construction industry utilize social media? Adrienne Cregar Jandler shares social media strategies for both residential and commercial construction firms.

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  • When we think about social media and have to decide if it is of value, we should approach it by first considering the people who impact your business.
  • Virtual Building Blocks: Social Media Strategies for the Building Industry (2012)

    1. 1. Virtual Building Blocks: Social Media Strategies for the Building Industry Presented by Adrienne Cregar Jandler President, Atlantic Webworks
    2. 2. What we’ll talk about… How can using social media benefit my business? (Why should I use social media?) What channels should I use? (What are others doing? What are some examples?) Getting Started: Tips for success
    3. 3. Why should I use social media? Who are the people that impact your business? • prospective clients • strategic partners (who refer people to you) • your competitors • your employees and prospective employees • your vendors and suppliers • your professional associations (Builders Association, Chamber, etc.) • the media (newspapers, TV, radio, etc.) (with the exception of your competition) How do you currently reach these people? What does it cost you in time? Advertising? Sponsorships?
    4. 4. Why should I use social media? A few statistics to frame our thoughts about our ‘stakeholders’ and social media… • Only 14% of consumers now trust advertisements. 78% trust peer recommendations. • By 2010, Generation Y* will outnumber Baby Boomers in the marketplace… 96% of them have joined a social network • The fastest growing segment on Facebook is 55-65 year-old females • Generation Y* and Z* consider email passe…This year Boston College stopped distributing email addresses to incoming freshmen! • 25% of Americans in the past month said they watched at least one short video…on their phone • 1 out of 8 couples married in the U. S. last year met via social networks • The % of companies using LinkedIn as a primary tool to find employees? 80% *Generation Y is the generation of people born in the 1980s and 1990s, in the age range of 19 – 29 (i.e. first time home buyers) Generation Z is the generation of people born in the mid-1990’s to late 2000’s Source: Expeditusmedia
    5. 5. Why should I use social media? One last statistic about the growth of social media… Comparing social media to other media according to how long it took To reach 50 million users: • • • • Radio – 38 years Television – 13 Years The Internet – 4 years iPods – 3 years Facebook added 100 million users in less than 9 months.
    6. 6. In today’s economy, wouldn’t you welcome the opportunity to reach an ever-growing pool of your stakeholders from the comfort of your office? Or your home? At a time that works with your schedule? For the sole cost of your time? Time is money, but like money, time can be budgeted if you know what you have to work with and the right tools. Who is more expert at managing time and schedules than a Builder? Spending your time accomplishes more than simply posting ‘what you’re doing right now’. Let’s take a look at what you can gain from an investment of your time…
    7. 7. Examples of Social Media uses for business… • Reach new clients and grow client Relationships • Word-of-mouth customer referrals • Competitive Research • Recruiting • Customer Feedback • Consumer Research • Crowdsourcing • Virtual Advisory Board • Increase your Reach and Exposure online • Positioning yourself as an Expert/Industry Leader • Prospecting for strategic partners • Project Collaboration • Cost Savings/Meetings, Travel • Filesharing • Build Brand Loyalty • Feedback mechanism to adjust strategies
    8. 8. What channels should I use? There are thousands of social media applications, but There are a small handful that are ‘mega networks’, and whose names garner the most media attention. Some of these are: LinkedIn | YouTube | Flickr | Facebook | Twitter | Blogs Since we can’t cover everything in an hour, we’ll focus on some of these.
    9. 9. How does social media fit in with your other marketing efforts? Social Media Website Online & Offline Advertising & Promotions Impressions about who you (and your business) are
    10. 10. Why should I use social media? Let’s think of social media from the perspective of what it has to offer… Social Media offers you an exponential opportunity to impact two key components of your ability to win new business: Exposure & Credibility What is the value of being represented where your prospective clients gather? Social media offers you the opportunity to be represented in multiple places at the same time Let’s first take a look at exposure…
    11. 11. Why should I use social media? When someone is searching for the type of services you offer, where do they look? Magazines & Newspapers Friends Web Inevitably, they look online. Why? • It’s convenient & can be done on their schedule • They can research without sales pitches or obligation • It saves them time Recommendations from other professionals Associations
    12. 12. Why should I use social media? If your name, or your company name were searched for, what representation would you have in the search engines? Articles Blog posts YouTube videos Twitter Your Website Links from Associations’ Websites Would this make more impact?
    13. 13. Why should I use social media? How can social media help you build your credibility? • Recommendations from others who have used your services • Promote you as an expert in the field (many ways to do this, from articles, blog posts, YouTube videos, etc.) • Showcase your work (Flickr, YouTube, Slideshare, etc.) • List your professional awards, associations and involvement in industry groups and events • Spotlight employees’ areas of expertise, etc. • Simply being there – showing that you are ‘in touch’ with your customers and other stakeholders who are online Social media gives you a platform to speak directly with your stakeholders. Once you have their attention, what do you say?
    14. 14. Each channel provides you opportunities to post relevant content which is cross-linked LinkedIn • Start discussions • Link to articles • Post presentations • Give/Get Recommendations • Post polls on relevant topics • Answer questions Flickr website • Video tours of your homes • Homebuying tips • Interviews with other professionals • Contests/entries YouTube Post Photos/ Galleries for: • Your homes • Special features you offer • Custom work/spotlighted projects • Your sales staff • Link to articles/resources • Post announcements & Promotions • Contests/entries • Solicit ideas from your fans Facebook
    15. 15. What channels should I use? Unlike traditional advertising, Social Media centers around Relationships This is an important distinction! Think of social media as conversation powered by technology.
    16. 16. What channels should I use? You’ll want to select your channels based on how much time you can realistically dedicate to participation. Better to be active in a few places, than inactive in many!
    17. 17. What channels should I use? You have two entities that can be represented in the social networks: yourself, and your company You (the Individual) Your Company LinkedIn Profile LinkedIn Company Page (profile) LinkedIn Group Plaxo Profile Flickr Photostream YouTube Channel Facebook Profile Facebook Fan Page Twitter profile Twitter profile ActiveRain Profile
    18. 18. What channels should I use? Time commitment & expected level of participation (frequency of posts) Blogs Facebook, Twitter, LI Groups Flickr, YouTube, Slideshare, Articlesbase Linked In, Plaxo, ActiveRain online foundation
    19. 19. What it is (and what it is not): Social Media is: Social Media is NOT: An opportunity to expand your network of relationships An advertisement which exists in isolation An ongoing opportunity/effort A one-time deal Interactive communication (2 or more ways) between you and your stakeholders One-way communication (distribution) is free and is only limited by the value of your contributions Limited by your marketing budget Think of social networking from the perspective of traditional networking… many of the rules are the same!
    20. 20. What channels should I use? Your participation determines the value you get from networking Think about the professional forums where you network… What are the characteristics of the most popular professionals you meet? Successful, appreciated People Less successful/appreciated Active participation Occasional, infrequent participation Receives exposure through his contributions and participation Overtly promotes himself at every opportunity Makes thoughtful contributions that are relevant to the current conversation Chimes in on everything – constantly forcing himself and his opinions upon the group Is friendly and approachable, welcoming of new people Unapproachable, clique-ish or only interested in new relationships if there is something ‘in it’ for him
    21. 21. What channels should I use? What are others in the industry doing? 5 Builders active in social media who serve as great models to learn from @SheaHomesAZ – Great job, and they’re also on LinkedIn, Facebook, Squidoo, About Us, and Wikipedia. Shea’s Dare to Compare Program, offers information on why you should purchase a new home as opposed to a foreclosure. Their website offers home buyers a list of things to consider before making a purchase decision: www.DaretoCompareShea.com. @Lennar has almost 60,670 followers on Twitter. They also build online traffic with their ‘LennarTV’ videos. Lennar connects with the home buyers and industry professionals through their Open Door blog, Twitter, Facebook, Flickr, YouTube, Digg, LinkedIn and Active Rain. @OlsonHomes has some 7,400 Twitter followers, interactive online community tours and a constant flow of stimulating videos and updates about their communities, homes for sale and the housing industry. You can also check out their YouTube channel. @AWHomes is another must follow, they are very active on Twitter, YouTube and Facebook using these platforms to update fans and followers with promotions and company news. @WilliamLyonHomes uses social tools to send messages to agents about their VIB program. If you are signed up as a Very Important Broker you can get a broker co-op of up to 5%! They’re also on Facebook.
    22. 22. Lennar Homes on Facebook
    23. 23. Lennar Homes’ Blog
    24. 24. Lennar Homes On Flickr
    25. 25. Lennar on Twitter
    26. 26. Your profile is your ‘home base’ We will examine the Particulars of the user profile shortly…
    27. 27. My personal profile on LinkedIn Summary of Core Information Description of my area of expertise
    28. 28. (more of) my personal profile on LinkedIn A poll I posted Some books I’m currently reading (online) Groups I am in on the LinkedIn network Recommendations I have given to others on LinkedIn More about my Professional experience
    29. 29. (more of) my personal profile on LinkedIn Recommendations of me (and my company)
    30. 30. Part of our Company ‘GROUP’ page on Linked In I posted a discussion question Group members can comment, post additional questions, etc. It becomes a dialogue…
    31. 31. Our Company ‘FAN’ page on Facebook We post news of interest about the firm: Upcoming Events (like this workshop!)
    32. 32. Photos from our Workshops & events Testimonials/Ads featuring our clients New site launch announcements Awards we’ve received Press coverage New product/service introductions Special offers Announcements of New Additions to our Team Our Company ‘FAN’ page on Facebook
    33. 33. Our Company ‘FAN’ page on Facebook Tagging presents even greater opportunities for exposure
    34. 34. Getting Started: The process Commit to the program Establish goals and a strategy Who will be responsible for your company’s social networking activities? What channels will they use? With what frequency? Who will develop the content? Execute the strategy Make sure all the members of your team are aware of your plan and understand How they fit in. Make sure your sales team is reinforcing your efforts and staying on message with what you are Promoting. Measure your success Your social media efforts can be tracked. From increased traffic to your website, number of click-throughs, views of your online media, etc. How has your network grown? How has your brand exposure grown? What feedback are you getting from your stakeholders? Interactions with clients?
    35. 35. Where do I Start? 3 Social Networks to start with: Linked In • set up your professional profile • set up your company profile • add connections • request recommendations • search for (and join) relevant groups • join the Triad Green Building Council group! ActiveRain – complete a full professional profile Flickr – create a photostream and add photos of your work
    36. 36. A Few Tips… Social networking begins with your core representation. Establish COMPLETE profiles in the networks you choose to participate in. Yes – include your photo! You want to build a relationship. It’s hard to connect with someone you can’t visualize. Make true connections, don’t just go for numbers - Start with your existing contacts - Network through groups -Add your profiles to your email signature, website, articles, bio, etc. Be Helpful - Answer Questions - Share interesting content - Connect others in your network
    37. 37. See what is already out there…
    38. 38. Seeing yourself as others (can) see you… Social network profiles Blog posts Articles you’ve written or that have been written about you
    39. 39. Social Media Changes Everything. Are you ready? Building Business with Social Media - - - ©2008, Atlantic Webworks. All rights reserved. 40

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