selling social using social media in the construction industry
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Selling Social Using Social Media in the Construction Industry. How to Use Social Media. What should you use social media for?. Increase brand awareness Connect on a personal level with customers and their network of friends Re-engage with customers who have visited your site. - PowerPoint PPT PresentationTRANSCRIPT
Selling SocialUsing Social Media in the Construction Industry
What should you use social media for? Increase brand awareness Connect on a personal
level with customers and their network of friends
Re-engage with customers who have visited your site
MyTownMarketing.com
How to Use Social Media
What shouldn’t you usesocial media for?
MyTownMarketing.com
Sell, Sell, Sell!
1. If all you do is respond to complains, that’s all people will send you.
2. Stop and ask: Would an actual person talk that way?
3. Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.
4. The consumer is out for himself. Not for you.
5. As monetization attempts go up, consumer experience goes down.Don’t try to be clever. Be clever.
6. Social is 24/7, not a one-time
stunt.7. Always write back.8. Have an ROI. Have an ROI. Have
an ROI.9. People would rather talk to
“Comcast Melissa” than “Comcast”.
10. Solve problems for people who talk about you, even if they don’t address you.
11. Everyone’s an influencer.
36 Rules of Social Media
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12. If fans distribute your content without your permission, offer to help.
13. It’s okay to drive people to your site instead of Facebook’s.
14. Update your page or delete it.15. Don’t make people do X, Y, then Z.
Stick with X.19. Last year: Pump out content.
This year: Optimize content.20. Become BFFs with your Facebook
reps.
21. Social media doesn’t exist in a
vacuum. Make traditional media and social work together.
22. Desktop is conquered territory. Mobile is the battlefield.
23. If you don’t see financial results, you wasted your money.
24. People fight for their privacy.25. The only way to scale word of
mouth: paid advertising.26. Have a crisis plan.
36 Rules of Social Media
MyTownMarketing.com
27. Don’t use ads to prop up boring content. Use ads to accelerate successful content.
28. Forget individuals, you’re creating content that encourages groups to form.
29. People don’t want to shop where they socialize.
30. Contests and sweepstakes are fine, if you want to encourage short relationships.
31. People care what you had for breakfast – if you’re a food brand.
32. Pinterest works.33. Your fans own your brand.34. If you’re bored by social media, it’s
because you’re trying to get more value than you create.
35. Think past vanity metrics like followers.
36. It’s an organism, not a process.
36 Rules of Social Media
MyTownMarketing.com
Increasing Brand Awareness through Social
Media Sites
Effective Post Tipsfor Facebook
Timing Your Posts Keep it positive Provide information Include images Provide a link Make it mobile friendly Engage with users Be available
Traffic Builds After 9amPeak Time Wednesday at 3pmTraffic Fades After 4pmAvoid Posting on Weekends
Worst Time 8pm to 8am
Best Time1pm to 4pm
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Profile Photo 160x160px, upload 180x180px Cover Photo 851x315px About Text Up to 255 characters Latest Photo 111x74px App Images 111x74px Profile Photo 32x32px Status Update Up to 63,206 characters Status Update Displayed 11 lines (no image),
12+ lines truncates to 6 lines with “see more”
Shared Link Thumbnail 156x116px Shared Link Title 100 characters Shared Video 156x87px Shared Video Title 100 characters
Upload Video 403x226px Upload Video Max Size 1024MB Upload Video Max Length 20 mins Timeline Image Preview 403x403px Timeline Image Preview Viewed in
Lightbox Up to 960x720px Timeline Image Preview Upload Up to
2048x2048px Highlight Post/Milestone 843x403px Highlight Video Post/Milestone
843x475px
Profile Page Dimensions
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Profile Photo 50x50px Status Update Text truncates after 5th line Shared Image 398x296px; 320x320px;
296x398px Shared Video 403x226px Shared Video Link 130x73px Shared Video Link Title 100 characters Shared Link Thumbnail 154x154px Shared Link Title 100 characters Sponsored Story Profile Photo 32x32px Sponsored Story Image 358x268px;
300x300px; 268x358px URL Ad Title 25 characters URL Ad Profile Photo 100x72px URL Ad Text Max 90 characters
Page Ad Profile Photo 50x50px Page Ad Text Max 90 characters Page Post Ad Profile Photo 32x32px Page Post Text Displays first 90 characters Page Post Ad Image 90x118px Page Post Ad Video 128x72px Page Post Ad Link 50x50px Page Post Ad Text First 120 characters Premium Page Post Ad Profile Photo
50x50px Premium Page Post Ad Text 90 characters Premium Page Post Ad Image 168x128px Premium Page Post Ad Video 185x104px
News Feed Dimensions
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Effective Post Tipsfor Twitter
Timing Your Tweets Call to action Correct punctuation Shorten URLs Format Mentions Retweet
Traffic Builds After 11amPeak Time Monday to ThursdayTraffic Fades After 3pmAvoid Posting After 3pm on Fridays
Worst Time 8pm to 9am
Best Time1pm to 3pm
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Header Image 520x260px Profile Picture 81x81px Recent Images 90x90px Visible Background
Screen Resolution 90% 78px visible Screen Resolution 67% 204px visible Screen Resolution 43% 247px visible Screen Resolution 21% 284px visible
Tweet Profile Picture 48x48px Tweet Text Up to 140 characters including
link, links automatically shorten to 20 characters
Shared Link Title 70 characters Shared Link Body 200 characters Shared Link Image Preview 60x60px Shared Image 375x375px Shared Video 435x244px Shared Video Description 160 characters
Profile Page Dimensions
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Effective Post Tipsfor Pinterest
Timing Your Pins No human faces Little background Multiple colors Lots of red Light and color Portrait style
Traffic Builds After 12pmPeak Time Saturday MorningTraffic Fades After 5pmAvoid Posting in the Late Afternoon
Worst Time 5pm to 7pm
Best Time2-4pm, 8pm-1am
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PROFILE Profile Image 160x165px Product Title 100 characters Description 200 characters
BOARD Board Large Thumbnail 222x150px Board Small Thumbnail 55x55px Board Pins 222 x scaled height
PINS Pin Preview 192 x scaled height Enlarged Pin 600 x infinite px
Shared Link Title 70 characters Shared Link Body 200 characters Shared Link Image Preview 60x60px Shared Image 375x375px Shared Video 435x244px Shared Video Description 160 characters
Profile, Board and Pin Dimensions
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1. Use a Personal Photo2. Complete The About
Section Using Keywords3. Use Your Location to
Attract Local Visitors4. Get Verified to Show
Your Website URL5. Be Sociable: Follow,
Repin, Like & Comment
6. Organize Your Boards with Themes and Titles
7. Place Your Boards Wisely in the Top 2 Rows
8. Create Boards on Topics Not in Your Industry
9. Mix It Up: Not Just Self-Promotions!
10. Visualization and Variety
10 Tips to Optimize Your Pinterest Page
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Effective Post Tipsfor Google+
Timing Your Posts Tag brands and people Use #hashtags What’s hot Full size images Engage with users
Traffic Builds After 9pmPeak Time During Work HoursTraffic Fades After 5pmAvoid Posting in the Evening
Worst Time 6pm to 8am
Best Time9am to 11am
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Google+
Cover Photo 2120x1192px Cover Photo Gutter 36px Cover Photo Margin 40px Profile Photo 270x270px Feed 360x360px Status Update Up to 100,000 characters Shared Link Thumbnail Image 150x150px Shared Image 497x373px Shared Images Max Upload 2048x2048px Shared Video Preview 497x279px
Note: Cover photo image must be 16:9 ratio (otherwise you can crop it)
Place your most important information in the top middle of your cover photo (the outer edges are cropped on mobile)
Profile Page Dimensions
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Top Social Media Platforms Specifically for the Construction Industry
Video Pictures Articles Testimonials
How to Effectively Use Content on these Networks
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Project Pictures
Your Website+ Pinterest
+ Pingler.com
HGTVRemodels.com
Buildzoom.com
Cultivate.com
Houzz.com
Re-Engaging Visitorsto Your Website
Web Retargeting Facebook Exchange
Rich MediaAnimation,
Expandables, etc. N/A
ViewabilitySometimes Viewable Always Viewable
Advertisement Sizes300x250, 160x600,
728x90, Others100x72 + Text (25 character title, 90 character body)
Google Remarketing vs. Facebook Remarketing
Your Single BiggestWeapon:
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Retargeting & Remarketing
Compared to Standard Targeting Campaigns, FBX Performed:
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CPM: 82% lower (Facebook Exchange Wins) CPC: 70% lower (Facebook Exchange Wins) CTR: 40% lower (Web Retargeting Wins) Cost/Unique: 86% higher (Web Retargeting
Wins)
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8.3% of uniques were reached by both campaigns
A low number is beneficial, as it demonstrates that each strategy is incremental
Investment in both types of retargeting is wise to reach all audiences
Web Retargeting
FacebookExchange
8.3%
Total Retargeting Impressions
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July-12
Aug-12
Sept-12
Oct-12
Nov-12
Dec-12
100%
97%
87%
73%
53%
37%
0%
3%
13%
27%
47%
63%
Non-FacebookFacebook
July-12
Aug-12
Sept-12
Oct-12
Nov-12
Dec-12
100%
98%
92%
80%
65%
55%
0%
2%
8%
20%
35%
45%
Non-FacebookFacebook
Total Retargeting Clicks
Optimized Landing Pages Individual Location Page Calls to Action Map / Navigation Testimonials Service / Location Information Review Links Trust Symbols Picture of StaffPlus: keyword in URL, keyword in title tag, business name in URL, business name in title tag, and location in title tag.
Pages
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