RCiShow2017 - 5 Steps to a Social Media Strategy
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Presentation delivered at the Roofing Cladding and Insulation show at the Ricoh Arena in Coventry, 2nd October 2017
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RCiShow2017 - 5 Steps to a Social Media Strategy
- 1. 5 Steps to a Social Media Strategy @SuButcher SarahBuckley
- 2. View these slides: eelsej_ View these slides here: http://bit.ly/RCiShow2017sm
- 3. jasonahowie
- 4. garykoelling
- 5. of architects use Twitter for work. 44% http://bit.ly/ArchitectsInternetResearch
- 7. Key Elements to your Strategy
- 9. Your advocates speak well of you when you're not there. Nicole Bachmann Golf by Robert Scoble
- 10. The Social Cycle
- 11. The Social Cycle
- 12. The Social Cycle
- 14. Who is your Audience? ellearch spaceodissey orangegreenblue lmpicard
- 15. Who is your Audience? ellearch spaceodissey orangegreenblue lmpicard Trust
- 16. Use Advocates
- 22. The Big Four
- 23. The Other Big Four
- 31. Don’t be Boring
- 37. Be Useful
- 53. Key Elements to your Strategy
Editor's Notes
- Before we begin, just to let you know these slides are available for viewing online. Follow this link, which I’ll share again at the end.
- Perhaps you one of those people who sees people looking at their phones when waiting for a meeting to start and thinks ‘I’ve no idea what they are doing’?
- Perhaps you’ve laughed at this venn diagram (produced in 2009 by the way) and thought that social media is a sign of a personality disorder.
- In 2013 the Construction Marketing Index survey of UK architects found that 44% of registered architects interviewed by telephone said they use Twitter to help them in their work. This year they are publishing again and say use at work is now around 85%.
- Why would they do that? And what is social media anyway? Today I’d like to demystify social media for you a little, and set out a few simple, practical things you can do to use social media to get work for your roofing business.
- I’m going to do that by setting out five key elements of a successful social, and digital strategy. But first of all, lets start with that definition.
- What is Social Media? People having Conversations And Publishing Online The Conversation makes it different from traditional media Process of discussing and sharing is what amplifies your message. It is a communications tool. Also it is Digital Media = Publishing Not just talking about other peoples stuff, we have to make our own. Publishing is what makes good social media work Social and Digital Media has changed the way people find out about you, your business and your people. “Social, be prepared to have the conversation; Media, make something worth talking about.”
- Why does it matter? Because we want them to talk about us. That’s how our industry works right? In the old days it would all happen on the golf course, or in the pub, or on the phone.
- The Social Cycle – how it works with people Traditional communications – face to face etc continue People talk about you when you aren’t there, and there’s something afterwards they want to know more about, so
- They google it - Search takes the prospect online Finds Stuart’s website? Possibly But conversations are often between individuals and about individuals. So people looking online will find the places where the individuals are having those conversations. The conversation platforms. They become the stepping stones to your website. You’ll notice there are now many more places for people to find you and get in touch with you. The ones they use will be up to them.
- What turns this process into a virtuous cycle is the publishing and correct sharing of social objects – useful resources people can share. Your people and your advocates share social objects driving conversation to the website, Social Objects promote more offline conversations and referrals, and the conversations drive the cycle of search, find, conversation and sharing. So there are three factors – Social (the conversation) Media or Content (the stuff you publish) and Search – Google at the centre of everything
- The first one is to identify your audience. Begin with the people with whom you want to communicate, and find out about them. It seems so obvious but few people do it. You can do this by market resarch, persona profiling, speaking to your existing advocates, but find out who you need to be talking to and learn about them. Social media will also help you hear what they are saying.
- Your audience might be an architect or it might be an contracts manager, a savvy young couple or a sensitive old couple. Our industry is so diverse, these people have different interests and different needs. Get to know them, so you can learn how to talk to them online. Take your typical ideal client and write about their concerns. E.g A recent Axa Business Insurance survey found 78% of consumers rely on word of mouth to hire a tradesman.
- Your audience might be an architect or it might be an contracts manager, a savvy young couple or a sensitive old couple. Our industry is so diverse, these people have different interests and different needs. Get to know them, so you can learn how to talk to them online. Take your typical ideal client and write about their concerns. E.g A recent Axa Business Insurance survey found 78% of consumers rely on word of mouth to hire a tradesman.
- What’s been happening. Four Big Platforms Biggest by UK Users Facebook: 32,000,000 Twitter: 20,000,000 YouTube: 19,100,000 LinkedIn: 19,000,000 Instagram: 14,000,000 Snapchat: 13,600,000 Google+ 12,600,000 Pinterest: 10,300,000 Tumblr 9,000,000 Reddit 6,600,000
- The late Richard White, a sales specialist, author and friend of mine, always used to say to me ‘What is the pain you are going to take away?’ People are always more willing to do something differently if it makes life easier, if it takes away something painful or difficult. So, think about what is in it for them? What will be easier? What problem will it solve? It is always so much easier to get people to do things if the outcome is something they want.
- So here’s your homework, Listen to your Audience – so you can understand them better. What do you want to Happen? Make sure you set out some simple goals Free Your Data – and put it in a format that people can understand easily and want to share Be prepared to Have the Conversation – because that is how we grow, and Measure Measure Measure – because that is how we learn.