linkedin / facebook / twitter best practices for construction markets
TRANSCRIPT
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices — Construction
February 15, 2011
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Welcome
Moderator/Speaker:
Neil Brown
Chairman
Construction Marketing Association
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Welcome
Panelist:
Brian Reuhl
Social Media Manager
Construction Marketing Association
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Agenda/Content
1. Why consider Social Media?
2. Construction Industry Survey Results
3. LinkedIn• Basics• Advanced features• Examples
4. Facebook• Basics• Advanced features• Examples
5. Twitter• Basics• Advance features• Examples
6. Questions
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Why consider Social Media?1. Social media increases search engine authority and rankings (social
posts can rank higher than company websites).
2. Social media is the fastest growing marketing medium, with a growing body of success stories (lead generation, research, recruitment).
3. Construction brands can gain a competitive advantage with social media by deploying faster than competitors.
4. Social media opens new marketing channels, and niche verticals that would be cost-prohibitive to target via other marketing or media.
5. Editors and journalists embrace social media, and use it for research and information; augments your PR distribution channel.
6. Social media is inexpensive relative to other marketing or media.
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Construction Industry Survey Results
1. Which social media platforms do you use ?
2. Beyond your personal profile, how do you use LinkedIn?
3. Does your company or brand have a Facebook business/brand page?
4. How does you company use Facebook?
5. How does your company or brand use Twitter?
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Why LinkedIn?
1. 90+ million users worldwide
2. 2.98 million LinkedIn users just in the construction industry– construction, building materials, architecture & planning, civil engineering
3. Best professional social media site
4. Great for business development
5. Networking
6. Content sharing
7. Marketing your business
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Profile Best Practices
Other Important Profile Features
1. Be sure to complete your profile 100%
2. Show Groups (50 max)
3. Applications
4. Contact Information
5. Content
6. Do not clutter
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Basic Walkthrough
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
InMail Best PracticesOther Important
InMail Features
1. Great way to conduct research (poll)
2. Invite people to a company event
3. Invite to follow your company on LinkedIn
4. Invite to LinkedIn Group
5. Thank someone for connecting
6. Be careful about spam
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Other Company Page Features
1. Ask for recommendations from past and present clients.
2. Share services in relevant groups
3. Great call to action
4. Lead generator
Company Pages Best Practices
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Groups Best Practices
Other Group Features
1. When someone joins a your group, you capture their email.
2. You can connect with anyone you are in a group with.
3. Long term engagement
4. Great for event announcements
5. Posting industry relevant content
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Answers Best Practices
Other Answers Features
1. Answer industry relevant questions
2. Subject matter expert
3. Pose thought provoking questions
4. Light industry research
5. Networking
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Application Best Practices
Other Application Features
1. Profile Extension
2. Attention Getting
3. Avoid Clutter
4. Highlight Company Strengths and Personal Strengths
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Business Development on LinkedIn
Best Lead Generating Techniques on LinkedIn
1. Connect through groups
2. Connect with old and new clients
3. ‘Get introduced’
4. Advertising
5. Company
6. Advanced search
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Why Facebook?
1. 500+ Million Users
2. Fastest growing Social Network
3. 50% of users log on to Facebook any given day
4. Average user is connected to 80 community pages, groups and events
5. An average of 10,000 new websites integrate with Facebook every day
6. Business Improvements- Images- Video- Engagement- Brand conversations (NEW)
7. Mobile Reach
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Facebook Basics
Other Basics1. Fill personal profile
out 100%
2. Follow Facebook given directions while creating your page
3. Choose a quality profile picture.
4. Be Professional
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Why is Having a Brand Page Important?
1. Easy customer contact
2. Automatic notifications
3. 50% of Facebook users log in daily
4. Brand search
5. Brand to customer interaction
6. Customer service
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Brand Page Changes
Old Version
New Version
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Content Posting Best Practices
Other Posting Best Practices
1. 420 character limit
2. Link Blog to Brand Page
3. Add photos of your work
4. Post 3 - 4 times a week!
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Best Content Practices on Facebook• Status updates• Photos• Videos• Events• Articles• Downloadable collateral • Location updates• Promo’s / offers• Contests• Links
• Industry tips and tricks• Custom tabs• Answer questions / give
feedback• Check daily for customer
interaction• Ask customers questions
for engagement
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Build your Facebook Page Likes – Best Practices
1. Ask all employees to ‘Like’ the page and start to engage
2. Have employees invite friends and family to the page
3. Add company page to your email signature
4. IMPORTANT: add the page to your website home page
5. Add Facebook logo to all business collateral materials to raise awareness of your Facebook presence
6. Ask page members to suggest the page to their friends
7. NEW: invite other page members to ‘Like’ your page
8. Email blast
9. Cross-pollinate (invite from LinkedIn and/or Twitter)
10. Advertise
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Facebook Search Best Practices
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Facebook Insights Best Practices
Other Insights Best Practices
1. Monitor unsubscribers
2. Change timeline
3. Traffic Metrics
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
Why Twitter?
1. 195 million registered users
2. 270,000 new signups each day
3. 70 million page views a day
4. 110 million Tweets per day (+65% in past 3 months)
5. 40% created from mobile devices
6. Twitter users spend more money online
7. Editors and Journalists are heavy Twitter users
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Account Set-Up Best Practices
1. Can set-up as a brand, person, or topic
2. Choose a good twitter username
3. Custom background
4. Fill out your profile 100%
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Twitter Basics
Other Basics
1. URL shorteners
2. Retweeting
3. Direct Messages
4. Hashtags (#construction)
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
LinkedIn / Facebook / Twitter Best Practices
What Can Twitter be Used For?
• Source of news – up to the minute construction news• Knowledge source – industry articles and white papers• Topic or keyword specific• Engage in conversation• Send traffic to your website• Search for topics (green building, OSHA, construction)• Promo’s / offers• Track conversations• Link sharing
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
How to Grow your Twitter Account
1. It’s about building a relationship
2. Find an influential account (wefollow.com)
3. Start Following relevant accounts
4. Limits 2,000 (1,000 a day)
5. Post daily content
6. Use Applications
7. Website Icons
8. Email Signature
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Application Best Practices
1. TweetDeck and Hootsuite
2. Schedule tweets for later
3. Manage multiple accounts
4. Track conversations
5. Easy search features
6. Both integrate with Facebook
7. Multiple users (Hootsuite)
8. You have to install TweetDeck
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Integrating LinkedIn, Facebook, and Twitter
1. Integrate LinkedIn to:– Twitter– Website– Blog – SlideShare
2. Integrate Facebook to:– Twitter– Website– Blog– YouTube
3. Integrate Twitter to:– Facebook– Website– LinkedIn
LinkedIn / Facebook / Twitter Best Practices
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
1. Social media should be a top construction marketing priority because it supports search engine authority, delivers sales leads, provides a competitive advantage, opens new channels, supports PR and is inexpensive!
2. A majority of construction marketers use LinkedIn for Groups, Discussions and Biz Dev.
3. 55% have a Facebook and Twitter page; 55% never use YouTube
4. LinkedIn is the most popular professional platform with growing advanced features and applications for biz dev and marketing
5. Facebook is the fastest growing platform with many new business features and robust metrics
6. Twitter is an excellent platform for PR, news and targeting niche verticals; Twitter builds search authority
7. Leverage social media by integrating with your website, blog and platforms
8. Social media training important to gain corporate buy-in
Summary
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Q&A
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Thank You!
The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition.
Find us:
http://www.ConstructionMarketingAssociation.org
www.ConstructionMarketingBlog.org
Twitter.com/ConstructMarket
Facebook.com/ConstructMarket
LinkedIn.com (Construction Marketing Association Group)
Next Webcast: Channel Promotions – Tuesday, March 15, 2011
©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT
Panelist Bio’s
Brian Reuhl is currently responsible for managing and implementing all social media initiatives for the Construction Marketing Association, and Construction Marketing Advisor’s clients. He is in charge of coordinating and implementing all blogs, Facebook business pages, Twitter accounts, YouTube channels, and LinkedIn targeting strategies for company pages and personal profiles. In addition, he conducts all social media reports and analysis. Brian earned a BA – Integrated Marketing Communications from Illinois State University in 2010 which included course material such as Creative Strategy and Design, Social Media, and Marketing Management.
Neil Brown is Chairman of the Construction Marketing Association. He has been CEO of numerous marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands in the construction sector including Emerson Electric, USG and Bosch Tools. Prior to the agency-side, Brown was a brand manager at electrical products marketing powerhouse IDEAL Industries, and later CMO of an architectural metals manufacturer. Neil is a frequent speaker, author and contributor to BtoB magazine, Advertising Age, Marketing Week and the Construction Marketing Blog. He holds a BS–Marketing from Southern Illinois University, and an MBA from Northern Illinois University.