Social Media for the Building Industry, by: sōsh
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social media for the building industry Jeanette Pham Michelle D’Attilio
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Presented at the 2012 Wisconsin Builders Conference, this presentation is a primer on using social media, with focus on Facebook, Twitter and Pinterst, to support and build business through social networking. Useful tips and information to get social media newcomers started off on the right foot as well as more advanced, industry-specific examples on leveraging the media to benefit those already using or considering social media in the building industry in Wisconsin.
Transcript of Social Media for the Building Industry, by: sōsh
social mediafor the
building industry
Jeanette PhamMichelle D’Attilio
Benefits of Membership
What is social media?
• Basically, it’s a way to describe the zillions of conversations and sharing that happens online every hour of every day.
www.getsosh.com
www.getsosh.com
• 83% of Wisconsinites are Internet users*(national average 79%)= 4,740,766 Internet users in Wisconsin
• 59% of internet users use social media nationally**
• 49% of Wisconsinites are participating in social media
* As reported by Internet World Stats, 2011** Pew Research Center’s Social Networking Sites & Our Lives, 2011
But is Wisconsin really using social media?
Yes!
www.getsosh.com
That means…
• Your clients are using social media.
• Your prospective clients are using social media.
• Your competition is using social media, or will soon.
www.getsosh.com
www.getsosh.com
• The most used social networking service
• 845 million active users
• 35+ demographic is now > 30% of user base
www.getsosh.com
Wisconsin use
• 2,659,080 Wisconsin Facebook users• 47.02% population penetration
male 44%female 56%
13-24 34%25-34 23%35-44 16%45-54 14%55-64 9%65-0 5% 39%
SocialBakers report, February 2012
www.getsosh.com
Tips
• Personal platform; set up a Business Page
• 25 Likers required to claim your username
http://www.facebook.com/username
• Make full use of the sidebar for your page image
• Make sure your avatar is cropped so it presents well
• Facebook has restrictions on running contests
• Target marketing
www.getsosh.com
Targeted advertising
www.getsosh.com
Targeted advertising
• Easy• Target Market• Check your potential audience• Set a daily budget
www.getsosh.com
Events
• Let people in your community know about upcoming events
Builders
www.getsosh.com
EventsPublic: Admin:
Invite Guests
www.getsosh.com
Ideas for builders
• Augment your open houses• Post Photo Albums of each room, describing the features &
amenities and PROMOTE at the open house that all the information is available online at facebook.com/yourcompany so they can review, share, ask questions later
• Target market to local users when you’re planning an event
• Run a regularly-scheduled “Q & A” on your Wall that you PROMOTE on your cards, in your showroom, on vehicles, etc.E.g., Take questions & be available for live answers 9-10A every Saturday
• Encourage clients to share their experiences
www.getsosh.com
www.getsosh.com
• A free social networking and micro-blogging service offeringreal-time communications
• Use Twitter to write and read public messages of up to140 characters (can also include links, pictures, video)
• Widely used for business networking
• You decide whose messages you want to receiveQuick stats• 200 million+ accounts, 100 million+ active users• 230 million tweets per day• 53% of users recommend companies and/or products in
their tweets
www.getsosh.com
• 616,300 Wisconsin Twitter users• 10.79 % population penetration
Wisconsin stats
47%
18-29 40%30-49 30%50-64 17%65+ 13%
male 56%female 44%
Based on Pew Research Center’s Internet & American Life Project, 2011
Calculated based on 2011 national averages, applied to Wisconsin population
www.getsosh.com
Interface & Branding
www.getsosh.com
Management Tools
www.getsosh.com
• Find the users who are most directly relevant to your businesspotential customers, competition, partners
• @Reply to forge connections
• Check lists, follows & @replies of those you follow and follow those people
• Local searches for people tweeting in the area regardless of what they're tweeting about
Building your community
www.getsosh.com
Building your community
www.getsosh.com
Building your communitySearch: remodel OR redesign OR builder AND home near:"green bay, wi" within:100mi
• Save up to 25 searches to get the latest results for that query without retyping
• Search on competition: Who they are talking to, who is talking about them
www.getsosh.com
Reaching mediaSearch: Wausau radio
• Connect with local media
• Offer opinions on the home building outlook, design trends, etc.
• Become a go-to expert they call on
www.getsosh.com
Ideas for builders
• Promote open houses & home shows, tweet live from the events with the #eventhashtag
• Support your events with small-scale contests• To help spread the word – Ask people to Retweet your
event details for a chance to win• To create event buzz - PROMOTE at the event that
attendees tweeting your Twitter name with the #eventhashtag are eligible to win
• Share articles on new products, designs, methods that you use with brief commentary
• Search for people asking questions on remodeling
www.getsosh.com
www.getsosh.com
Quick stats
• 13 million users in 10 months• Just set the record this month for fastest site to hit 10 million
monthly visitors
• Visually organize and share things users discover on the web via pins*.
• Browse or follow pinboards created by other people who share similar interests to find inspiration.
*A pin is an image added to Pinterest from a website or uploaded
Virtual pinboard
www.getsosh.com
male 17%female 83%
US users, Source: Google Traffic statistics
0-24 11%25-34 25%35-44 28%45-54 26%55-64 10%
64%
US Usage
www.getsosh.com
• Estimated 83% of Pinterest users are women (US)
As reported at the International Builders Show
“Women are the sole or primary decision makers in 91% of new home purchases and home remodeling decisions!”
Builders take note…
www.getsosh.com
Give some focus to the primary “lenses” through which women evaluate the livability of a home.
• Entertaining areas—will the home’s design accommodate and enhance socializing?
• De-stressing areas—does the home present areas to relax and rejuvenate?
• Storage areas (too often an afterthought) require adequate square footage, organization amenities such as closet systems, and should be located convenient to where they are needed.
Know your audience…
• Homeowners are using Pinterest to collect & discover home ideas• “A picture is worth a thousand words”
www.getsosh.com
• Encourage clients to collect their ideas to guide consultation
Ideas for builders
www.getsosh.com
www.getsosh.comwww.getsosh.com
• Pin items you discover online that reflect popular building trends, great design, etc. that you could offer clients
Ideas for builders
www.getsosh.com
• Create boards by project, by room, by manufacturer• Highlight amenities• Direct prospects & clients to your boards for inspiration
Ideas for builders
Thanks!
sōsh306 N. Milwaukee Street, Suite 100
Milwaukee, WI 53202
414 220 4340www.getsosh.com
@j_sosh @m_sosh
www.facebook.com/soshmedia
social media > strategy | management | promotions
