state of social media 2014
DESCRIPTION
Social media is continually evolving and offering businesses and consumers new ways to interact. It can seem impossible to keep up! Get armed with the latest marketing and communications research and real-life practical examples pertaining to the direction of social media for 2014 as it relates to the home building industry. Topics covered include trends in social media, the latest developments with Facebook, the growing importance of creating a visual identity, SEO authorship and the importance of tapping into contextual social networks.TRANSCRIPT
The State of Social Media 2014
FEBRUARY 4, 2014 | 1:00 – 2:00 PM | 3:00 – 4:00 PM (ENCORE)
Presenters:
Chad Davis // NAHB, Washington, DC
Jamie Gorski // The Bozzuto Group, Greenbelt, MD
Carol Morgan // mRELEVANCE, Cartersville, GA
Chad DavisNAHB
1201 15th Street, NWWashington, DC [email protected]@ChadTech
Speaker Contacts:
Head Shot
Jamie GorskiThe Bozzuto Group
7850 Walker DriveGreenbelt, MD 20770 [email protected]@jamiegorski
Head Shot
Carol MorganmRELEVANCE, LLC
50 Shotgun RoadCartersville, GA [email protected]@AtlantaPR
#IScreamSocial
#IBSVegas
What We’ll Discuss Today
And What We Aren’t
Images
Content
Pay to Play
SEO
Mobile
Major Social Media Themes (2014)
Images: The Rise of Visual Content
Your brain process images 60,000X faster than text.
Why?
Cognitive Emotional Memorable
Graphic Description Textual Description
A curved line with every point equal distance from the center
Content: Original and Curated
Original Content
Showcases your expertise Exhibits your character Makes your brand more human
Curated Content
The power of affiliation and inference Exhibits your character Makes your brand more human
Pay to Play
But social media is free, right?
Opportunity costs have always existed here
Facebook, Twitter, LinkedIn all have ad tools now
SEO: Finders Keepers
The ultimate, long-term goal of the web search engine is to deliver the web *you* want *before* you want it
Social data in search incorporates the likes and dislikes of your tribe
Having a presence in social directly correlates to higher rankings in search
Mobile: Left to Our Own Devices
Mobile: Left to Our Own Devices
Converting Social Media to Leads
Google Analytics Lead Conversion and Goal Tracking
1 – 2% of website traffic coming from social sites to contact us form
Blog: Traton Homes
Blog Visitors are engaged
Top Traffic Source for TratonHomes.com
Visitors from the blog visited 7 pages on average
Visitors spend 5 minutes on the website
The State of Facebook 2014
71% of all adults online use FB
46% of users, 25-54
+10% growth in 65+
63% of users log on daily
Leaning in to mobile
Why We Like Facebook
Engaging your ‘tribe’
Share industry news
Put a ‘face’ on your company
Be a part of the community
Visual identity
Advertising
Facebook Example: S&A Homes
This or That Tuesdays – views exceed 400 (vs. avg reach of ~115)
Facebook Example:Ga Home Foreclosures
Opt in List Building
Collect Information
Contact them outside of Facebook
The State of Pinterest in 2014 Digital, social
scrapbooking 21% of adults online
‘pin’ (only 18% tweet!!) 80% female
50% are moms
Largest demographic: Women, 25-34
Most popular board category: Home Décor
Why We Like Pinterest
Easier to get startedModest analyticsAd-free (for now) Showcase your work
– in detail Showcase the work of
your partners Get feedback Publicly collect ideas
for future projects Post more than just
house pics
Traffic – upload from your blog or website
Plan – how will you categorize your boards
Branding – post images that make sense
Contests – use them to increase interaction
Hashtag #frenchbrothersdreamhome
Pinterest Dos
Pinterest Example: Keystone Custom Homes
128 participants/new boards created by pinners
209 new overall followers
292 followed Pin-N-Win board
Increased engagement
The State of Twitter 2014Focus on images
46% of Twitter users check their accounts daily29% check multiple times
But…230M+ tweets a day40% of accounts are just
consuming, not engaging
Customer service
Why We Like Twitter
More like a broadcast platform than a social network
Can magnify other social accountsShare industry news, company news & staff kudos
Great source of industry/competitor research
Brand monitoring
Great for Customer Service
Twitter Example: Construction ResourcesRespond quickly
Conversational yet authoritative tone
#KBTribeChats for B2B Conversations
Cross-post from image-heavy sites
Build event buzz
Vine
A Twitter hatchling
6 second videos
Edited on the fly
The future of communication?
The State of Instagram in 2014
Bought by Facebook
150M MAUs (Jan. 2014)
57% of users check daily
35% check multiple times
Right behind Twitter
Very popular with youth
OMG!!!
Why We Like Instagram
Easy to use, share
Link to Facebook, Twitter, Tumblr
Use hashtags
You brand’s story, visually
FiltersVideos (up to 15
seconds)
Instagram Example
S&A Homes (@sahomebuilder)
Launched August 201342 followers in first 15
weeks101 followingMultiple likes per postPosting two times per
week
The State of Google+ in 2014
Google+ has 540M MAUs
Not just another Facebook -- Google is adding a social layer to everything it does
2nd most popular social platform *worldwide*
Improve search engine rankings
Google+ Integrates Google Local & Google Places
Google Glass integration hints at the future
Why We Like Google+
SEO
SEO
SEO
Did we mention, SEO?
Why We Like Google+
Low opportunity cost
Can make longer posts, like blogs
Nice UI, even nicer photo tools
Hashtags that work
Link back to your site (SEO!!!)
Google+ Example: Brock Built
Google+ visitors stay on BrockBuilt.com longer than any other traffic source
Higher conversion rate than site average
?s
Chad DavisNAHB
1201 15th Street, NWWashington, DC [email protected]@ChadTech
Speaker Contacts:
Head Shot
Jamie GorskiThe Bozzuto Group
7850 Walker DriveGreenbelt, MD 20770 [email protected]
Head Shot
Carol MorganmRELEVANCE, LLC
50 Shotgun RoadCartersville, GA [email protected]