SOCIAL MEDIA AND MARKETING ROI FOR THE

BUILDING INDUSTRY

WHAT IS MAREKTING ROI? WHAT IS SOCIAL NETWORKING?

TRADITIONAL PRINTBROADCASTPUBLIC RELATIONSSOCIAL NETWORKING

MAKRETING ROI

DIGITALWEBSITESEOONLINE ADVERTISINGSOCIAL NETWORKING

REVENUE (FROM MARKETING)EXPENSES (INCLUDING TIME

ROI =

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

WHO DO YOU WANT TO ATTRACT?

HOW DO YOU WANT TO COME ACROSS?

WHAT DO YOUR CLIENTS EXPECT?

FIRST IMPRESSIONS

3 KEYS TO NETWORKING• IMAGE• BRAND• MESSAGE

NETWORKING 101

• 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

• CHOOSE LIKE MINDED BUSINESS PARTNERS

• LOOK FOR COMMON IDEAL CLIENTS• GIVE REFERRALS FREELY AND

OFTEN TO YOUR PARTNERS• TAG TEAM NETWORKING EVENTS

CREATING PARTNERSHIPS

• 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

• 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

ONLINE SOCIAL NETWORKING (AKA –

SOCIAL MEDIA)

COMMON SOCIAL MEDIA MYTHS

3

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.

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

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

COMPARING SOCIAL MEDIA TO OTHER ACTIVITIES

SOURCE: http://mashable.com/2012/11/28/social-media-time/

AVERAGE TIME SPENT ON SOCIAL NETWORKS

SOURCE: http://mashable.com/2012/11/28/social-media-time/

COMMON USES OF SOCIAL MEDIA

SOURCE: http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx

DOES YOUR COMPANY USE SOCIAL MEDIA?

SOURCE: http://unbounce.com/social-media/b2b-social-media/

6 STEPSLAYING THE FOUNDATION

FOR SOCIAL MEDIA SUCCESS

IN-HOUSEdesignate a team leaderadd collaboratorsdefine roles

1) BUILD A TEAMAGENCYindustry historypersonality fitprotocol

HYBRIDconsultant curator

• 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

• LISTEN AND OBSERVE• UNDERSTAND YOUR

AUDIENCE’S MOTIVATIONS• BEST SOCIAL NETWORKS TO

CONNECT ON• ADD VALUE TO THE

CONVERSATION

2) LISTEN TO YOUR AUDIENCE

• BLOGGING• FACEBOOK• TWITTER• PINTEREST• YOUTUBE• LINKEDIN• GOOGLE +• HOUZZ

3) SELECT YOUR NETWORKS

• BRAND / MESSAGE• TONE / VOICE• TEXT / LINKS / PICTURES /

RICH MEDIA• POSTING CONSISTENCY• SET A TIME LIMIT• MEASURE YOUR GOALS

4) STRATEGIZE YOUR APPROACH

• SOCIAL FEEDBACK

• SOCIAL SHARES

• COMMENTS• ANALYTICS

5) TEST AND LEARN

• 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

SOCIAL NETWORKS FOR THE BUILDING INDUSTRY

TOP 5 & 1/2

• DENOTES EXPERTISE IN SUBJECT MATTER

• GALLERY OF PAST PROJECTS• BETTER USER EXPERIENCE• RELEVANCY

BLOGGING

TIP: ALREADY HAVE A BLOG? GREAT. DON’T? USE WORDPRESS

• NUMBER OF LIKES VS NUMBER OF PEOPLE TALKING

FACEBOOK

TIP: LOOK AT FACEBOOK INSIGHTS TO FIND OUT WHAT WORKS / WHAT DOESN’T

• 70 / 30 RULE• POSTING FREQUENCY / TIMES OF DAY

• SECONDARY WEBSITE• USER REVIEWS• SEARCH ENGINE HYBRID

HOUZZ

TIP: UPLOAD PAST PROJECTS AND GET REVIEWS

• DEVELOP A PROFESSIONAL NETWORK

• REPUTATION BUILDER• BECOME AN EXPERT IN YOUR

INDUSTRY

LINKEDIN

TIP: NEED TO MAKE A QUALITY CONNECTION? USE LINKEDIN SEARCH

• DEMOGRAPHICS• REPRESENTING BUSINESS

THROUGH PICTURES• IMMEDIATE GRATIFICATION

PINTEREST

TIP: IMAGES POSTED ON BLOG SHOULD BE PINNED TO PINTEREST

• 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

WORKING IN TANDEM

INTERSECTION OF SOCIAL MEDIA & SEARCH ENGINE OPTIMIZATION

GOOGLE ALERTS: REPUTATION MANAGEMENT

TOOLS: GETTING STARTED

NAME CHECK: SEE IF YOUR BUSINESS NAME IS AVAILABLE

TARGETING OPTIONS:• SEX• LOCATION• EDUCATION• INTERESTS• FRIENDS OF FRIENDS

BUDGET: AS LOW AS $5/DAY

TOOLS: ADVERTISING

CASE STUDY: MOLLY’S FUND

“GETTING SOCIAL WITH FACEBOOK”

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

JANUARY 2012:214 PEOPLE REACHED

FACEBOOK PAST (2012)

JANUARY 2012:24 PEOPLE ENGAGED

JANUARY 2013:59,774 PEOPLE REACHED

FACEBOOK CURRENT (2013)

JANUARY 2013:4,941 PEOPLE ENGAGED

www.umbrellawebsolutions.comdan@umbrellawebsolutions.com503.477.9298

www. lukeadamsconsulting.comluke@lukeadamsconsulting.com971.226.7554

DOWNLOAD SLIDES: http://bit.ly/