Social media for the building industry
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SOCIAL MEDIA AND MARKETING ROI FOR THE
BUILDING INDUSTRY
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WHAT IS MAREKTING ROI? WHAT IS SOCIAL NETWORKING?
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TRADITIONAL PRINTBROADCASTPUBLIC RELATIONSSOCIAL NETWORKING
MAKRETING ROI
DIGITALWEBSITESEOONLINE ADVERTISINGSOCIAL NETWORKING
REVENUE (FROM MARKETING)EXPENSES (INCLUDING TIME
ROI =
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ONLINE: Social networking is an online conversation that takes place between two
or more people.
OFFLINE: Social networking is an offline conversation that takes place between two
or more people.
SOCIAL NETWORKING DEFINED
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WHO DO YOU WANT TO ATTRACT?
HOW DO YOU WANT TO COME ACROSS?
WHAT DO YOUR CLIENTS EXPECT?
FIRST IMPRESSIONS
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3 KEYS TO NETWORKING• IMAGE• BRAND• MESSAGE
NETWORKING 101
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• 2 TO 3 MIN TO MEET & GREET• 1-2 HOURS OF NETWORKING
EVENTS / WEEK• 1-2.5 HOURS OF FOLLOW-UP
MEETINGS / WEEK
TIME MANAGEMENT
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• CHOOSE LIKE MINDED BUSINESS PARTNERS
• LOOK FOR COMMON IDEAL CLIENTS• GIVE REFERRALS FREELY AND
OFTEN TO YOUR PARTNERS• TAG TEAM NETWORKING EVENTS
CREATING PARTNERSHIPS
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• 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
BUILDING VALUE
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• 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
BUILDING CONNECTIONS
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ONLINE SOCIAL NETWORKING (AKA –
SOCIAL MEDIA)
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COMMON SOCIAL MEDIA MYTHS
3
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SOCIAL MEDIA WILL REPLACE 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 continue to exist and can still be
profitable.
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Some say social media has no place in traditional marketing. These people
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.
SOCIAL MEDIA IS NOT A FORM OF MARKETING
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While it’s free to set up social profiles (personal and business) on facebook, twitter, youtube
and other networks, they do not run themeselves. Social media requires an investment of time.
SOCIAL MEDIA IS FREE
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COMPARING SOCIAL MEDIA TO OTHER ACTIVITIES
SOURCE: http://mashable.com/2012/11/28/social-media-time/
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AVERAGE TIME SPENT ON SOCIAL NETWORKS
SOURCE: http://mashable.com/2012/11/28/social-media-time/
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COMMON USES OF SOCIAL MEDIA
SOURCE: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
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DOES YOUR COMPANY USE SOCIAL MEDIA?
SOURCE: http://unbounce.com/social-media/b2b-social-media/
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6 STEPSLAYING THE FOUNDATION
FOR SOCIAL MEDIA SUCCESS
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IN-HOUSEdesignate a team leaderadd collaboratorsdefine roles
1) BUILD A TEAMAGENCYindustry historypersonality fitprotocol
HYBRIDconsultant curator
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• BRAND AWARENESS• REPUTATION MANAGEMENT • CUSTOMER SERVICE• THOUGHT LEADER• STRATEGIC ALLIANCES• IMPROVE SEO• SEND TRAFFIC TO WEBSITE• UPSELL EXISTING CUSTOMERS• ACQUIRE NEW CUSTOMERS
1) DEFINE A STRATEGY
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• LISTEN AND OBSERVE• UNDERSTAND YOUR
AUDIENCE’S MOTIVATIONS• BEST SOCIAL NETWORKS TO
CONNECT ON• ADD VALUE TO THE
CONVERSATION
2) LISTEN TO YOUR AUDIENCE
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• BLOGGING• FACEBOOK• TWITTER• PINTEREST• YOUTUBE• LINKEDIN• GOOGLE +• HOUZZ
3) SELECT YOUR NETWORKS
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• BRAND / MESSAGE• TONE / VOICE• TEXT / LINKS / PICTURES /
RICH MEDIA• POSTING CONSISTENCY• SET A TIME LIMIT• MEASURE YOUR GOALS
4) STRATEGIZE YOUR APPROACH
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• SOCIAL FEEDBACK
• SOCIAL SHARES
• COMMENTS• ANALYTICS
5) TEST AND LEARN
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• 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
TAKEAWAYS
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SOCIAL NETWORKS FOR THE BUILDING INDUSTRY
TOP 5 & 1/2
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• DENOTES EXPERTISE IN SUBJECT MATTER
• GALLERY OF PAST PROJECTS• BETTER USER EXPERIENCE• RELEVANCY
BLOGGING
TIP: ALREADY HAVE A BLOG? GREAT. DON’T? USE WORDPRESS
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• NUMBER OF LIKES VS NUMBER OF PEOPLE TALKING
TIP: LOOK AT FACEBOOK INSIGHTS TO FIND OUT WHAT WORKS / WHAT DOESN’T
• 70 / 30 RULE• POSTING FREQUENCY / TIMES OF DAY
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• SECONDARY WEBSITE• USER REVIEWS• SEARCH ENGINE HYBRID
HOUZZ
TIP: UPLOAD PAST PROJECTS AND GET REVIEWS
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• DEVELOP A PROFESSIONAL NETWORK
• REPUTATION BUILDER• BECOME AN EXPERT IN YOUR
INDUSTRY
TIP: NEED TO MAKE A QUALITY CONNECTION? USE LINKEDIN SEARCH
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• DEMOGRAPHICS• REPRESENTING BUSINESS
THROUGH PICTURES• IMMEDIATE GRATIFICATION
TIP: IMAGES POSTED ON BLOG SHOULD BE PINNED TO PINTEREST
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• FREE & PAID VERSIONS ($9.99/MONTH)• SCHEDULE YOUR POSTS• WORKS WITH MULTIPLE NETWORKS• MONITOR CONVERSIONS IN REAL TIME
HOOTSUITE
TIP: LOTS OF GREAT LEARNING TOOLS ONLINE
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WORKING IN TANDEM
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INTERSECTION OF SOCIAL MEDIA & SEARCH ENGINE OPTIMIZATION
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GOOGLE ALERTS: REPUTATION MANAGEMENT
TOOLS: GETTING STARTED
NAME CHECK: SEE IF YOUR BUSINESS NAME IS AVAILABLE
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TARGETING OPTIONS:• SEX• LOCATION• EDUCATION• INTERESTS• FRIENDS OF FRIENDS
BUDGET: AS LOW AS $5/DAY
TOOLS: ADVERTISING
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CASE STUDY: MOLLY’S FUND
“GETTING SOCIAL WITH FACEBOOK”
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SOCIAL MEDIA STRATEGY: BUILD AWARENESSLISTEN TO YOUR AUDIENCE: CONNECTING WITH OTHERS FIGHTING LUPUSSELECT YOUR NETWORK(S): FACEBOOKSTRATEGIZE APPROACH: COMFORTING YET INFORMATIONALTEST AND LEARN: COMBINATION OF GRAPHICS AND TEXTFACEBOOK ADVERTISING: $25/DAY
SOCIAL MEDIA GAME PLAN
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JANUARY 2012:214 PEOPLE REACHED
FACEBOOK PAST (2012)
JANUARY 2012:24 PEOPLE ENGAGED
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JANUARY 2013:59,774 PEOPLE REACHED
FACEBOOK CURRENT (2013)
JANUARY 2013:4,941 PEOPLE ENGAGED
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