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Authentically Social for NAHB20

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Corey Perlman, Social Media Speaker and Consultant
Corey Perlman, Social Media Speaker and Consultant

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• Can you have my slides? • Text SLIDES to 66866 • I want to hear from you! BEFORE WE BEGIN…
Why Focus on Social? • Long lifecycle • Be referable • Recruitment • Gentle reminders • Remove doubt
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 1. Don’t Be a Jack of All Social Media Sites, Master of None.
LET’S PRIORITIZE • Facebook • Instagram • Pinterest • Houzz • ?
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 2. Be as Proud of your Profiles as You are of Your Homes
FOCUS AREAS • Website • Online Directories (GMB, Yelp, Houzz) • Social Profiles
Don’t Wind Up on WebsitesThatSuck.com
Website Best Practices • Modern • Critical info ‘above the fold’ • Mobile-responsive • Clear & concise content • Social Proof
My Audit • Missing critical info at the top (Ex: phone number) • No homepage content • Vertical photos • Tough to navigate on my phone • Unclear on who you are and what you do
Take Action • Do the ‘thumb test’ • 5-second test • Is it easy to contact you?
Online Directories
They’re super creative!
They can never be satisfied
Don’t get me started on Amazon reviews…
TAKE ACTION: DO A DIRECTORY AUDIT • Google your business • Top 3 Directories? • Have you claimed them? • Is the information accurate and current? • Do you have reviews? • Positive? Negative?
If you’ve received a negative review: •Be diplomatic •Be empathetic •Don’t be defensive •Try to solve the issue •Take it offline
Create a process for positive feedback •Welcome home packet •Instruct us on what to do and where to go •Incentivize •Show appreciation
Avoid S.A.D. Social Media •Static •Artificial (inAuthentic) •Dull
Social Media Audit • Take inventory of your social media profiles • Unmanaged? • Low followers/engagement? • Gaps in consistency? • S.A.D.?
Results • LinkedIn Company page? • Twitter (X) profile? • TikTok? • Is Instagram and FB S.A.D.?
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 3. Be More Like the Wise Owl, Less Like the Squawking Parrot
DON’T BE THE SQUAWKING PARROT Home pictures, home pictures, home pictures, SQUAWK!!!!
Be The Wise Owl (4 E’s) • Educate: In what ways can you add value to your audience? • Entertain: Bring a little personality to your social media. • Encourage: Indirectly create a sense of urgency. • Empower: Inspire the next generation to come work for you.
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 4. Motion Moves the Needle
Adam Mosseri, Head of Instagram
Motion Moves the Needle • 81% of marketers agree that interactive content outperformed static content. • 88% found that it helped them stand out from competitors. • 70% found this type of content effective in converting visitors to customers. https://www.go-gulf.com/interactive-content-marketing/
Carousels, Stories, Reels, Oh My! • Reels help win the algorithm game • Carousels brings images to life • Stories creates experiences
Best Practice Monetti Custom Homes
Take Action • Go to you Instagram or Facebook page • Rate your page on motion (1-5) • 1 = Non existent 5 = We’re good!
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 5. Humanize the Brand
Take Action • Go to you Instagram or Facebook page • Rate your page on people (1-5) • 1 = Non existent 5 = We’re good!
Best Practice: Humanize the Brand
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 6. Don’t Be the Hero in Your Own Digital Story
Turn the Spotlight On… • Your Customers • Your Community • Your Team
Best Practice:
Best Practice:
Take Action • Go to you Instagram or Facebook page • Rate your page on all about us or about others (1-5) • 1 = All about us 5 = About Others!
9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 7. Doing Good is Good for Business
Best Practice
Take Action • Go to you Instagram or Facebook page • Rate your page on self serving or serving others (1-5) • 1 = Self Serving 5 = We’re good!
Key Takeaways: • Prioritize your platforms • Be proud of your profiles • Create a process for positive reviews • Motion moves the needle • Less parrot, more owl • HUMANize the brand • Turn the spotlight outward • Share the good
Thank You! • corey@impactsocialmedia.com • Text SLIDES to 66866

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Authentically Social for NAHB20

  • 2. • Can you have my slides? • Text SLIDES to 66866 • I want to hear from you! BEFORE WE BEGIN…
  • 3. Why Focus on Social? • Long lifecycle • Be referable • Recruitment • Gentle reminders • Remove doubt
  • 4. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 1. Don’t Be a Jack of All Social Media Sites, Master of None.
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  • 8. LET’S PRIORITIZE • Facebook • Instagram • Pinterest • Houzz • ?
  • 9. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 2. Be as Proud of your Profiles as You are of Your Homes
  • 10. FOCUS AREAS • Website • Online Directories (GMB, Yelp, Houzz) • Social Profiles
  • 11. Don’t Wind Up on WebsitesThatSuck.com
  • 12. Website Best Practices • Modern • Critical info ‘above the fold’ • Mobile-responsive • Clear & concise content • Social Proof
  • 13.
  • 14. My Audit • Missing critical info at the top (Ex: phone number) • No homepage content • Vertical photos • Tough to navigate on my phone • Unclear on who you are and what you do
  • 15. Take Action • Do the ‘thumb test’ • 5-second test • Is it easy to contact you?
  • 17.
  • 19. They can never be satisfied
  • 20. Don’t get me started on Amazon reviews…
  • 21.
  • 22. TAKE ACTION: DO A DIRECTORY AUDIT • Google your business • Top 3 Directories? • Have you claimed them? • Is the information accurate and current? • Do you have reviews? • Positive? Negative?
  • 23. If you’ve received a negative review: •Be diplomatic •Be empathetic •Don’t be defensive •Try to solve the issue •Take it offline
  • 24. Create a process for positive feedback •Welcome home packet •Instruct us on what to do and where to go •Incentivize •Show appreciation
  • 25.
  • 26. Avoid S.A.D. Social Media •Static •Artificial (inAuthentic) •Dull
  • 27. Social Media Audit • Take inventory of your social media profiles • Unmanaged? • Low followers/engagement? • Gaps in consistency? • S.A.D.?
  • 28. Results • LinkedIn Company page? • Twitter (X) profile? • TikTok? • Is Instagram and FB S.A.D.?
  • 29. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 3. Be More Like the Wise Owl, Less Like the Squawking Parrot
  • 30. DON’T BE THE SQUAWKING PARROT Home pictures, home pictures, home pictures, SQUAWK!!!!
  • 31. Be The Wise Owl (4 E’s) • Educate: In what ways can you add value to your audience? • Entertain: Bring a little personality to your social media. • Encourage: Indirectly create a sense of urgency. • Empower: Inspire the next generation to come work for you.
  • 32. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 4. Motion Moves the Needle
  • 34. Motion Moves the Needle • 81% of marketers agree that interactive content outperformed static content. • 88% found that it helped them stand out from competitors. • 70% found this type of content effective in converting visitors to customers. https://www.go-gulf.com/interactive-content-marketing/
  • 35. Carousels, Stories, Reels, Oh My! • Reels help win the algorithm game • Carousels brings images to life • Stories creates experiences
  • 37. Take Action • Go to you Instagram or Facebook page • Rate your page on motion (1-5) • 1 = Non existent 5 = We’re good!
  • 38. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 5. Humanize the Brand
  • 39. Take Action • Go to you Instagram or Facebook page • Rate your page on people (1-5) • 1 = Non existent 5 = We’re good!
  • 41. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 6. Don’t Be the Hero in Your Own Digital Story
  • 42. Turn the Spotlight On… • Your Customers • Your Community • Your Team
  • 45. Take Action • Go to you Instagram or Facebook page • Rate your page on all about us or about others (1-5) • 1 = All about us 5 = About Others!
  • 46. 9 WAYS TO BUILD A BETTER & STRONGER DIGITAL BRAND 7. Doing Good is Good for Business
  • 48. Take Action • Go to you Instagram or Facebook page • Rate your page on self serving or serving others (1-5) • 1 = Self Serving 5 = We’re good!
  • 49. Key Takeaways: • Prioritize your platforms • Be proud of your profiles • Create a process for positive reviews • Motion moves the needle • Less parrot, more owl • HUMANize the brand • Turn the spotlight outward • Share the good