Social Media and the Contracting Industry


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  • Reach – Scale and global reachAccessibility – Social media tools are generally available at little or no cost.Usability – Few specialized skills or training is requiredRecency - Virtually instantaneous responses Permanence –Can be altered almost instantaneously
  • Social Media uses web-based technologies to turn communication into interactive dialogues.Social Media tools include: Internet forums, Weblogs, social blogs, microblogging, wikis, podcasts, pictures, video, rating and social bookmarking. Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing, and voice over IP
  • Create an engaging Page. Use applications like the discussion board and YouTube video box to add more interesting and engaging content to your Page. Give users a reason to become a fan of your Page and engage with you.Leverage the viral nature of Facebook ¡V the news feed. The added benefit of creating an engaging page is that every time a fan engages with your page ¡V from becoming a fan to posting a comment to attending an event ¡V that activity is published to their “news feed” which is seen by all of their friends on Facebook. When a user first logs into Facebook, they see a feed of their friend’s recent activity, so each and every activity of your fans on your page gets shared with a greater network, giving your business more visibility.Draw on your existing network. You most likely already have email subscribers and blog readers- so make sure they know that they can now become a fan of your business on Facebook. Consider emailing your opt-in mailing list, including a link to your page in your email signature, blogging about your Facebook page, and posting a link or badge to your page on your website or blog.Make your Page publicly searchable. By default, your Page will be public so that it can get indexed by search engines and give you the opportunity to drive organic search traffic to your Page. If you don¡¦t notice your page showing up in searches, make sure you have set it to be publicly indexed and searchable. Go to Edit Page and then Settings and set your page to be “Published (publicly visible).”Use Facebook Ads for an extra push. Facebook ads allow you to advertise a website or something on Facebook, including Pages, groups, and events. If you¡¦re familiar with Google Adwords, the system for building and running ads on Facebook is very similar. A later section will dive deeper into how to set up and optimize Facebook Ads.
  • What is Happening NowNews, Events, LocationsConversationResearch Tool80 – 20 Rule
  • It is ultimately not about what you know, but who you know. And how well you know themAs you can see, there are three degrees of connections on LinkedIn. However, only the first two are really useful. Obviously, first degree connections are people you know and can reach out to. But second degree connections are where the power of LinkedIn really comes in. By leveraging your first degree connections, you can ask for introductions to people you haven’t met and expand your own professional network. For instance…First degree connections: People you’ve connected withSecond degree connections: People who are connected with your first degree connectionsThird degree: People who are connected to your second degree connections
  • Strength: Likelyhood your brand is being discussedPassion: Frequencey people talk about youSentiment: : Ratio of positive to negativeReach: How wide spread is your reach
  • Reach: Unique people who saw the postEngaged Users: Unique people who clicked on the postTalking about This: Likes, comments or sharesVirality % of those who saw and were moved to action
  • Business owners routinely underestimate what they are investing in social media
  • Social Media and the Contracting Industry

    1. 1. Social Media What’s the Fuss?• 50 Million Users – Radio 38 years – TV: 11 Years – Microsoft Explorer 4 Years – Facebook: 9 months: 100 Million
    2. 2. Social Media: What’s all the Fuss?• Facebook – 800 million users • More profiles then population of America • More traffic then Google – Middle aged women = 2nd fastest growing demographic – 50% all Facebook users log in every day!
    3. 3. Social Media: What’s All the Fuss?
    4. 4. Social vs Traditional Media Cost, Reach & Flexibility
    5. 5. Social MediaTransforms Communication Into Interaction
    6. 6. Which Network is Right for You?• Target Audience – Consumer or Commercial• Business Objectives – Awareness, Loyalty or Lead Generation• The Big Three vs New Kids: – Facebook, Twitter and LinkedIn – Google+ and Pinterest
    7. 7. Social Media - Getting started• Listen More, Talk Less• Share the Love• Add a Picture• Mix Personal and Business• Is Not One Size Fits All• Cocktail Party Rule
    8. 8. What Do You DoWith Social Media?
    9. 9. Are You Ready for Company?• Modern Website• Current Content – Blog• Conversion Opportunities – Surveys, Downloads, Video• Traffic Tracking Program
    10. 10. Facebook
    11. 11. Promoting Your Page• Create Avatar• Select Cover Image• Start with good content – update daily – Pictures, pictures, pictures• Add “like us” buttons on other media
    12. 12. Twitter
    13. 13. Twitter Has it’s Own Language• @ reply , DM, # Hashtag• Conversations 140 characters at a time• Smaller community, time consuming – If you don’t have the time, don’t play
    14. 14. Why LinkedIn
    15. 15. Why LinkedIN
    16. 16. Google+
    17. 17. Pinterest
    18. 18. Social Media Takes Time
    19. 19. Time Pays Off
    20. 20. Who is Your Voice?
    21. 21. Can You Automate?•• TweetLater• TwitterFeed• TweetDeck
    22. 22. The Purpose of Social Media
    23. 23. The Purpose of Social Media Is NOT to be good at Social Media
    24. 24. The Purpose of Social Media Is to be GOOD at BUSINESS
    25. 25. How Do you Measure?• Start with Goals – Awareness, Loyalty and Sales• Different Media: Different Measures• Measure Behavior
    26. 26. Awareness• Traditional Media: – Brand Awareness• Social Media – – Fans, Friends and Followers – Mentions, Replies and Retweets – New Visitors and Inbound Links
    27. 27. Awareness :• Measures Influence – Who Follows – Who Engages – Who Responds• Can you influence action
    28. 28. Awareness /Loyalty:• Measures – Strength – Passion – Sentiment – Reach
    29. 29. Awareness/Loyalty• New Insights measure:• Reach• Engaged Users• Virality
    30. 30. Web Traffic and Sales 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 0- 5% 6 - 10% 11 - 25% 26% or More % of Sales % of Web Traffic
    31. 31. Awareness & Sales Leads:• Useful Measures – Traffic – Source – Time on Site – Page Views – Specific Pages
    32. 32. Sales Leads• Social Only Offers• Sales Funnel Behavior• Off-Line Advocacy• Social Media ROI – ROI = (return – investment) / investment % – ROI on Customer Service
    33. 33. You Can’t Measure Everything Pick Most Relevant Measures andCommit to Improving the Numbers
    34. 34. Questions? Contact Me! @lorraineball or @roundpeg