Social Media Marketing for Asphalt Companies
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Transcript of Social Media Marketing for Asphalt Companies
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Social Media Marketing for Asphalt Companies
2014 Alabama Asphalt Pavement ConferenceT. Carter Ross, Vice President for Communications,National Asphalt Pavement Association, Lanham, Maryland
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What is Social Media?
Source: FredCavazza.net
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What is Social Media?
Sources: Experian Marketing Services, 2013 Digital Marketer ReportNielsen, The Digital Consumer (2014)Statistic BrainFacebook Newsroom
26% of all time Americans spend online is spent onsocial networking sites. With smartphones, that number increases.
9 out of 10 online adults said they access social media monthly.And most of them (64%) access social media sites daily.
And about 3 of every 5 minutes spent on social media is spenton Facebook alone
… and those numbers are growing ...
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Source: Three Ships Media,http://www.threeshipsmedia.com/social-media-and-donuts/
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It’s About ConnectionsSocial Media is many channels ... used in different ways.
Social Media is a connection … people follow you for a reason.
Social Media is a form of permission marketing …don’t disappoint those who’ve let you into their digital lives.
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It’s About Communicating
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It’s About Networking
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Make the CaseWhat’s does this mean for my company?
How will I use it interact with the public?
Who is going to manage it?
How will I gauge success?
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You May AlreadyBe on Facebook
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You May AlreadyBe on Facebook
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Your Customers Are Social
Source: AASHTO Fourth Annual State DOT Social Media Survey (October 2013)
90% of DOTs Use Social MediaAs Do Many Other Public Agencies
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Kids These Days
Source: Experian Marketing Services, 2013 Digital Marketer Report
Nearly 100% of MillennialsWell Over 90% of Gen XOver 80% of Baby Boomers
Use Social Media Monthly
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Sketch Out a Plan
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Putting It Into Action
Right People
Right Tools
Right Plan
Seems Pretty Simple
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Social Media GuidelinesWho is Authorized to Post for the Company?
Company Information on Employee Accounts
Handling Criticism
Comic by Agent-X Comics, used under a Creative Commons license
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Find Your VoiceDon’t Just Sell
40:40:20
Be Personable
Spend Time Listening
Photo by Amber N. Ambrose, used under a Creative Commons license
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Is It Working?Goals & Expectations
Metrics
ROI
Source: Social Metrics,http://socialmetricspro.com/social-media/importance-of-social-media-measurement/2049/
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What About Me?
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Dos and Don’tsDo Know Where Social Media Fits in Your Business Plan
Do Have a Social Media Plan and Social Media Guidelines
Do Engage and Respond
Don’t Just Sell
Do Experiment
Don’t Leave It to Chance
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Additional Resources
Asphalt Pavement Alliance:www.asphaltfacts.com/social-media