Social media for the building industry

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Are you a building industry professional looking to build your social media presence? Learn what it takes to succeed in social networking, both offline and online.

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  • ‘Social Media and ROI for the Building Industry’Dan introduces everyone and the topics
  • LUKE
  • LUKE / DAN
  • DAN / LUKE – mention linkedin
  • LUKECREATE TRANSITION
  • DANLuke talked a lot about growing your business from a b2b standpoint
  • SHOW ¾’S OF AMERICANS USE SOCIAL NETWORKS
  • Source: emarketer
  • IF NO, THEN YOU ARE NOT ALONE. AND IT’S NEVER TOO LATE TO GET GOING
  • Consultant - Sets agenda, provides direction, teaches / empowersCurator – designs/develops/creates content, facilitates communication, manages community
  • Tone of voice = image (how you come across)
  • Professional endorsements
  • Connects with facebook, linkedin, twitter
  • COMPLIMENTARY, NOT MUTUALLY EXCLUSIVE -> HOW EACH SOCIAL NETWORK WORKS OFF OF ONE ANOTHER
  • In any 7 day period
  • In any 7 day period
  • Social media for the building industry

    1. 1. SOCIAL MEDIA ANDMARKETING ROI FOR THE BUILDING INDUSTRY
    2. 2. WHAT ISMAREKTING ROI?WHAT IS SOCIAL NETWORKING?
    3. 3. MAKRETING ROI REVENUE (FROM ROI = MARKETING) EXPENSESTRADITIONAL DIGITAL (INCLUDING TIMEPRINT WEBSITEBROADCAST SEOPUBLIC ONLINERELATIONS ADVERTISINGSOCIAL SOCIALNETWORKING NETWORKING
    4. 4. SOCIAL NETWORKING DEFINED ONLINE: Social networking is anonline conversation that takes place between two or more people. OFFLINE: Social networking is anoffline conversation that takes place between two or more people.
    5. 5. FIRST IMPRESSIONS WHO DO YOU WANT TO ATTRACT?HOW DO YOU WANT TO COME ACROSS? WHAT DO YOUR CLIENTS EXPECT?
    6. 6. NETWORKING 1013 KEYS TO NETWORKING• IMAGE• BRAND• MESSAGE
    7. 7. TIME MANAGEMENT• 2 TO 3 MIN TO MEET & GREET• 1-2 HOURS OF NETWORKING EVENTS / WEEK• 1-2.5 HOURS OF FOLLOW-UP MEETINGS / WEEK
    8. 8. CREATING PARTNERSHIPS• CHOOSE LIKE MINDED BUSINESS PARTNERS• LOOK FOR COMMON IDEAL CLIENTS• GIVE REFERRALS FREELY AND OFTEN TO YOUR PARTNERS• TAG TEAM NETWORKING EVENTS
    9. 9. BUILDING VALUE• SHARE YOUR NETWORK WITH YOUR CLIENTS• STRIVE TO BE A RESOURCE• GIVE BACK TO YOUR CLIENTS, PARTNERS AND COMMUNITY• DO WHAT YOU SAY. SAY WHAT YOU DO
    10. 10. BUILDING CONNECTIONS• ONE-ON-ONE MEETINGS• SHARE RESOURCES AND REFERRALS TO BUILD POSITIVE CONNECTIONS• MAKE INTRODUCTIONS – PHONE, FACE-TO- FACE, SOCIAL MEDIA• INTEND TO BUILD AND MAINTAIN CONNECTIONS
    11. 11. ONLINE SOCIALNETWORKING (AKA – SOCIAL MEDIA)
    12. 12. 3 SOCIALCOMMON MEDIA MYTHS
    13. 13. SOCIAL MEDIA WILLREPLACE ALL FORMS OF MARKETING Many marketers are touting social media as the greatest marketing tool, and thus, the only one businesses should be paying attention to. While the growth in social media has been impressive and the leveraging capabilities of social media can be tremendous, other forms of offline and online marketing still exist, will
    14. 14. SOCIAL MEDIA IS NOT A FORM OF MARKETINGSome say social media has no place in traditional marketing. Thesepeople practice a form of “obtrusive- marketing”. Versus adding value to the conversation and building a community, “obtrusive-marketers” elect to push straight for the sale and only talk about themselves.
    15. 15. SOCIAL MEDIA IS FREE While it’s free to set up socialprofiles (personal and business) onfacebook, twitter, youtube and other networks, they do not runthemeselves. Social media requires an investment of time.
    16. 16. COMPARING SOCIAL MEDIA TO OTHER ACTIVITIESSOURCE: http://mashable.com/2012/11/28/social-media-
    17. 17. AVERAGE TIME SPENT ON SOCIAL NETWORKS SOURCE: http://mashable.com/2012/11/28/social-media-
    18. 18. COMMON USES OF SOCIAL MEDIASOURCE: http://pewinternet.org/Commentary/2012/March/Pew-Internet- Social-Networking-full-detail.aspx
    19. 19. DOES YOUR COMPANY USE SOCIAL MEDIA?SOURCE: http://unbounce.com/social-media/b2b-social-
    20. 20. 6 LAYING THE STEPSFOUNDATION FOR SOCIAL MEDIA SUCCESS
    21. 21. 1) BUILD A TEAMIN-HOUSE HYBRID AGENCYdesignate a consultant industryteam leader curator historyadd personalitycollaborator fits protocoldefine roles
    22. 22. 1) DEFINE A STRATEGY• BRAND AWARENESS• REPUTATION MANAGEMENT• CUSTOMER SERVICE• THOUGHT LEADER• STRATEGIC ALLIANCES• IMPROVE SEO• SEND TRAFFIC TO WEBSITE• UPSELL EXISTING CUSTOMERS• ACQUIRE NEW CUSTOMERS
    23. 23. 2) LISTEN TO YOUR AUDIENCE• LISTEN AND OBSERVE• UNDERSTAND YOUR AUDIENCE’S MOTIVATIONS• BEST SOCIAL NETWORKS TO CONNECT ON• ADD VALUE TO THE CONVERSATION
    24. 24. 3) SELECT YOUR NETWORKS• BLOGGING• FACEBOOK• TWITTER• PINTEREST• YOUTUBE• LINKEDIN• GOOGLE +• HOUZZ
    25. 25. 4) STRATEGIZE YOUR APPROACH• BRAND / MESSAGE• TONE / VOICE• TEXT / LINKS / PICTURES / RICH MEDIA• POSTING CONSISTENCY• SET A TIME LIMIT• MEASURE YOUR GOALS
    26. 26. 5) TEST AND LEARN• SOCIAL FEEDBACK• SOCIAL SHARES• COMMENTS• ANALYTICS
    27. 27. TAKEAWAYS• IT’S NOT ALL ABOUT YOU• LISTEN, DON’T SHOUT• ADD VALUE AND BUILD CONVERSATION• MEASURE YOUR PROGRESS• STAY NIMBLE AND BE READY TO ADAPT• THINK LONG-TERM
    28. 28. TOP 5 &SOCIAL NETWORKS 1/2FOR THE BUILDING INDUSTRY
    29. 29. BLOGGING• DENOTES EXPERTISE IN SUBJECT MATTER• GALLERY OF PAST PROJECTS• BETTER USER EXPERIENCE• RELEVANCYTIP:ALREADYHAVE ABLOG?GREAT.
    30. 30. FACEBOOK• NUMBER OF LIKES VS NUMBER OF PEOPLE TALKING• 70 / 30 RULE• POSTING FREQUENCY / TIMES OF DAYTIP: LOOK ATFACEBOOKINSIGHTS TOFIND OUTWHATWORKS /
    31. 31. HOUZZ• SECONDARY WEBSITE• USER REVIEWS• SEARCH ENGINE HYBRIDTIP:UPLOADPASTPROJECTS AND
    32. 32. LINKEDIN• DEVELOP A PROFESSIONAL NETWORK• REPUTATION BUILDER• BECOME AN EXPERT IN YOUR INDUSTRYTIP: NEEDTO MAKE AQUALITYCONNECTION? USE
    33. 33. PINTEREST• DEMOGRAPHICS• REPRESENTING BUSINESS THROUGH PICTURES• IMMEDIATE GRATIFICATIONTIP: IMAGESPOSTED ONBLOG SHOULDBE PINNED TOPINTEREST
    34. 34. HOOTSUITE• FREE & PAID VERSIONS ($9.99/MONTH)• SCHEDULE YOUR POSTS• WORKS WITH MULTIPLE NETWORKSTIP: LOTS OF• MONITOR CONVERSIONS INGREAT TIME REALLEARNINGTOOLSONLINE
    35. 35. WORKING IN TANDEM
    36. 36. SOCIAL MEDIA &SEARCH ENGINE OPTIMIZATION
    37. 37. TOOLS: GETTING STARTEDGOOGLE ALERTS: REPUTATIONMANAGEMENTNAME CHECK: SEE IF YOURBUSINESS NAME IS AVAILABLE
    38. 38. TOOLS: ADVERTISINGTARGETING OPTIONS:• SEX• LOCATION• EDUCATION• INTERESTS• FRIENDS OF FRIENDSBUDGET: AS LOW AS $5/DAY
    39. 39. CASE STUDY:MOLLY’S FUND“GETTING SOCIAL WITH FACEBOOK”
    40. 40. SOCIAL MEDIA GAME PLANSOCIAL MEDIA STRATEGY: BUILDAWARENESSLISTEN TO YOUR AUDIENCE:CONNECTING WITH OTHERSFIGHTING LUPUSSELECT YOUR NETWORK(S):FACEBOOKSTRATEGIZE APPROACH:COMFORTING YETINFORMATIONALTEST AND LEARN: COMBINATION
    41. 41. FACEBOOK PAST (2012)JANUARY JANUARY2012: 2012:24 PEOPLE 214 PEOPLEENGAGED REACHED
    42. 42. FACEBOOK CURRENT (2013)JANUARY 2013: JANUARY 2013:4,941 PEOPLE 59,774 PEOPLEENGAGED REACHED
    43. 43. www.umbrellawebsoluti www.ons.com lukeadamsconsulting.cdan@umbrellawebsolut omions.com luke@lukeadamsconsu503.477.9298 lting.com 971.226.7554 DOWNLOAD SLIDES: http://bit.ly/

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