webinar social media marketing for construction industry
Post on 20-Sep-2014
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SMPR (Simply Marcomms Ltd) Webinar - Social Media for the Construction Industry.TRANSCRIPT
Header here or textHeader here or text
Kirstie Colledge
Twitter: @KirstieColledgeLinkedIn: KirstieColledgeBuilding Network: Kirstie ColledgeTcN: Kirstie Colledge
• Forms of Social Media
• Social Media Marketing Strategy
• Content Strategy – What is Social Media Content?
• Strategy & Tactics – Content Sharing & Publishing
• Measurement & Analysis
• The all-important ‘Case Study’
What we will cover
• What is social media marketing?
• What does it allow you to do?• Build business connections
• Increase your digital footprint
• Network with customers and prospects
• Share information
• Collaborate on projects
•Social media marketing - keep search in mind
•Changes to Google’s Search
Why is social media so important?
Changes in the search landscape?
Forms of Social Media
• • Blogs
•Microblogs
• Social Networks
•Media Sharing Sites
• Social Bookmarking and Voting sites
Forms of Social Media - Blogs
Improves your website ranking for organic search
results
Blogs enable you to generate regular content and debate on the products and services you provide
RSS Subscribers Opt-In
Forms of Social Media - Blogs
• Use Wordpress – Why?
• Use your own domain – Why?
• Add regular content – all media types
• Add RSS feed
• Feed content to social networking sites
• Add Tweetmeme button
• Optimise all content and posts for search
Forms of Social Media – Microblogs (Twitter)
• Personal or Company? – use App – Tweetdeck or Hootsuite
• Catchy biography
• Don’t auto follow
• Set up searches with keywords in mind
• Add RSS feed – use keywords in prefix and suffix
• Feed tweets to blog and social network sites
• Optimise all content and posts for search
Forms of Social Media – Social Networks
•Upload optimised content
• Page 1 through ‘blended’ search SERPS
• Allows people to ‘like’ ‘vote’ and ‘share’
• Include tags, alt text, keywords
• Set up searches and ‘Google Alerts’
• Create a YouTube channel
Forms of Social Media – Media Sharing Sites
•Digg/Stumble Upon/Del.icio.us - sharing
• Allows users to submit and vote on web content
• Excellent for creating links to specific campaigns
• Key is consistency – • Develop a reputation for sharing stories
• Great for news items and press releases
• Contract wins and PR stories
Forms of Social Media – Bookmarking & Voting
• Set objectives/goals/benchmarks
• Listen to conversations
• Find construction and sector communities
• Identify industry influencers
• Develop a content strategy
• Choose your tools
• Create/Optimise/Share your content
• Engage with networks and create conversations
• Measure results against objectives
•
Social Media Marketing Strategy/Tactics
• Create a Social Media Marketing plan
• Situation Analysis
• Market Segmentation
• Review Traditional Marketing Plan and activities (4 p’s)
• Create Content Schedule for each Social Network
• Create• Optimise• Publish • Share
Create a Social Media Marketing Plan
Content Strategy - Integration
“All content should be created, optimised, shared and published with search in mind”
Create ContentOptimise ContentPublish ContentShare Content
Content Strategy - What is Social Media Content?
Example: Video Content
Corporate VideoTraining VideoVideo Case StudyExhibitions and Events HighlightsHealth and Safety VideoProduct Video
Measurement & Analysis
• Google Analytics/Feedburner/Pingbacks/Blog Grader
• Bit.ly/Hootsuite/Tweetmeme/TwitterAnalyzer
• Delvr.it/YUDU/Slideshare/YouTube
• Hubspot – websitegrader/twittergrader
• Digg/Del.ic.ous/Stumble Upon
• CTA’s on Main Website or Blog! You want enquiries and new
business!
Case Study – Camfil Farr
• 2 Blogs – page one Google
• 3000 + RSS Subscribers
• 2000 Whitepaper Downloads
• Email database of 8000+
• 40% increase visitors• Several leads from PR content click throughs
Social Media Marketing Results
References – Check these out!
Books
Engage – Brian SolisInbound Marketing – Brian Halligan/Dharmesh ShahThe Social Media Marketing Book – Dan ZarrellaThe New Rules of Marketing and PR – David Meerman-Scott
Blogs and siteswww.b2bseoblog.co.ukwww.briansolis.comwww.hubspot.comwww.tcn.uk.comwww.econsultancy.comwww.pauleycreative.co.ukwww.constructionmediablog.co.ukwww.pwcom.wordpress.comwww.angelamaiers.comwww.hitwise.com/ukwww.forrester.com
•Traditional PR•Online PR & SEO•PR Writing & Distribution•Social Media Marketing Strategy•Social Media Marketing Management•Online Publishing•Online Content Generation – all types
SMPR Social Media Marketing Services
Header here or textHeader here or textQ&A Session
Header here or textHeader here or text
Kirstie Colledge
Twitter: @KirstieColledgeLinkedIn: KirstieColledgeBuilding Network: Kirstie ColledgeTcN: Kirstie Colledge