The document summarizes the state of major social media platforms in 2014, including Facebook, Pinterest, Twitter, Instagram, Google+, and Vine. Presenters Chad Davis, Jamie Gorski, and Carol Morgan discussed key themes like the rise of visual content on social media and how to leverage different platforms for business purposes like content marketing, customer service, and lead generation. Examples were provided of how construction and real estate companies successfully used platforms like Facebook, Pinterest, Twitter, and Instagram for branding, engagement, and traffic.

1. The State of Social Media 2014
FEBRUARY 4, 2014 | 1:00 – 2:00 PM
| 3:00 – 4:00 PM (ENCORE)
Presenters:
Chad Davis // NAHB, Washington, DC
Jamie Gorski // The Bozzuto Group, Greenbelt, MD
Carol Morgan // mRELEVANCE, Cartersville, GA

2. Speaker Contacts:
Chad Davis
Jamie Gorski
Carol Morgan
NAHB
The Bozzuto Group
mRELEVANCE, LLC
Head Shot
1201 15th Street, NW
Washington, DC 20005
202.266.8328
cdavis@nahb.org
@ChadTech
Head Shot
7850 Walker Drive
Greenbelt, MD 20770
410.279.5851
jgorski@bozzuto.com
@jamiegorski
50 Shotgun Road
Cartersville, GA 30121
770.383.3360x20
carol@mrelevance.com
@AtlantaPR

3. #IScreamSocial
#IBSVegas

4. What We’ll
Discuss Today

5. And What We
Aren’t

7. Major Social Media Themes (2014)
 Images
 Content
 Pay to Play
 SEO
 Mobile

8. Images: The Rise of Visual Content
 Your brain process images 60,000X faster than text.
 Why?
 Cognitive
 Emotional
 Memorable
Graphic Description
Textual Description
A curved line with every
point equal distance from
the center

9. Content: Original and Curated
 Original Content
 Showcases your expertise
 Exhibits your character
 Makes your brand more human
 Curated Content
 The power of affiliation and inference
 Exhibits your character
 Makes your brand more human

10. Pay to Play
But social media is free,
right?
Opportunity costs have
always existed here
Facebook, Twitter,
LinkedIn all have ad tools
now

11. SEO: Finders Keepers
 The ultimate, long-term goal of the web search engine is
to deliver the web *you* want *before* you want it
 Social data in search incorporates the likes and dislikes
of your tribe
 Having a presence in social directly correlates to higher
rankings in search

12. Mobile: Left to Our Own Devices

13. Mobile: Left to Our Own Devices

14. Converting Social Media to Leads
 Google Analytics Lead
Conversion and Goal Tracking
 1 – 2% of website traffic
coming from social sites to
contact us form

16. Blog:
Traton Homes
 Blog Visitors are
engaged
 Top Traffic Source for
TratonHomes.com
 Visitors from the blog
visited 7 pages on
average
 Visitors spend 5
minutes on the website

19. The State of Facebook 2014
 71% of all adults
online use FB
 46% of users, 25-54
 +10% growth in 65+
 63% of users log on
daily
 Leaning in to mobile

20. Why We Like Facebook
 Engaging your ‘tribe’
Share industry
news
Put a ‘face’ on
your company
Be a part of the
community
 Visual identity
 Advertising

21. Facebook Example: S&A Homes
 This or That Tuesdays – views exceed 400
 (vs. avg reach of ~115)

22. Facebook Example:
Ga Home
Foreclosures
 Opt in List Building
 Collect Information
 Contact them outside
of Facebook

28. The State of Pinterest in 2014
 Digital, social
scrapbooking
 21% of adults online
‘pin’ (only 18% tweet!!)
 80% female
 50% are moms
 Largest demographic:
Women, 25-34
 Most popular board
category: Home Décor

29. Why We Like Pinterest
 Easier to get started
 Modest analytics
 Ad-free (for now)
 Showcase your work
– in detail
 Showcase the work
of your partners
 Get feedback
 Publicly collect ideas
for future projects
 Post more than just
house pics

30. Pinterest Dos
 Traffic – upload from your
blog or website
 Plan – how will you
categorize your boards
 Branding – post images that
make sense
 Contests – use them to
increase interaction
 Hashtag
#frenchbrothersdreamhome

31. Pinterest Example: Keystone Custom
Homes
 128 participants/new boards created
by pinners
 209 new overall followers
 292 followed Pin-N-Win board
 Increased engagement

35. The State of Twitter 2014
 Focus on images
 46% of Twitter users check
their accounts daily
 29% check multiple times
 But…
 230M+ tweets a day
 40% of accounts are just
consuming, not engaging
 Customer service

36. Why We Like Twitter
 More like a broadcast platform than a social network
 Can magnify other social accounts
 Share industry news, company news & staff kudos
 Great source of industry/competitor research
 Brand monitoring
 Great for Customer Service

37. Twitter Example: Construction Resources
 Respond quickly
 Conversational yet
authoritative tone
 #KBTribeChats for B2B
Conversations
 Cross-post from imageheavy sites
 Build event buzz

41. Vine
A Twitter hatchling
6 second videos
Edited on the fly
The future of
communication?

43. The State of Instagram in 2014
 Bought by Facebook
 150M MAUs (Jan. 2014)
 57% of users check daily
 35% check multiple times
 Right behind Twitter
 Very popular with youth
 OMG!!!

44. Why We Like Instagram
 Easy to use, share
 Link to Facebook,
Twitter, Tumblr
 Use hashtags
 You brand’s story, visually
 Filters
 Videos (up to 15
seconds)

45. Instagram Example
 S&A Homes
(@sahomebuilder)
 Launched August 2013
 42 followers in first 15
weeks
 101 following
 Multiple likes per post
 Posting two times per
week

51. The State of Google+ in 2014
 Google+ has 540M MAUs
 Not just another Facebook -- Google is adding
a social layer to everything it does
 2nd most popular social platform *worldwide*
 Improve search engine rankings
 Google+ Integrates Google Local & Google
Places
 Google Glass integration hints at the future

52. Why We Like Google+
 SEO
 SEO
 SEO
 Did we mention, SEO?

53. Why We Like Google+
 Low opportunity cost
 Can make longer posts, like blogs
 Nice UI, even nicer photo tools
 Hashtags that work
 Link back to your site (SEO!!!)

54. Google+ Example: Brock Built
 Google+ visitors
stay on
BrockBuilt.com
longer than any
other traffic source
 Higher conversion
rate than site
average

56. ?s

57. Speaker Contacts:
Chad Davis
Jamie Gorski
Carol Morgan
NAHB
The Bozzuto Group
mRELEVANCE, LLC
Head Shot
1201 15th Street, NW
Washington, DC 20005
202.266.8328
cdavis@nahb.org
@ChadTech
Head Shot
7850 Walker Drive
Greenbelt, MD 20770
410.279.5851
jgorski@bozzuto.com
50 Shotgun Road
Cartersville, GA 30121
770.383.3360x20
carol@mrelevance.com