social media and the contracting industry
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Social Media What’s the Fuss?
• 50 Million Users– Radio 38 years– TV: 11 Years– Microsoft Explorer 4 Years– Facebook: 9 months: 100 Million
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Social Media: What’s all the Fuss?
• Facebook – 800 million users
• More profiles then population of America
• More traffic then Google
– Middle aged women = 2nd fastest growing demographic
– 50% all Facebook users log in every day!
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Social Media: What’s All the Fuss?
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Social vs Traditional Media
Cost, Reach & Flexibility
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Social Media
Transforms Communication Into
Interaction
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Which Network is Right for You?
• Target Audience– Consumer or Commercial
• Business Objectives– Awareness, Loyalty or Lead Generation
• The Big Three vs New Kids:– Facebook, Twitter and LinkedIn– Google+ and Pinterest
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Social Media - Getting started
• Listen More, Talk Less• Share the Love• Add a Picture• Mix Personal and Business• Is Not One Size Fits All• Cocktail Party Rule
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What Do You DoWith Social Media?
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Are You Ready for Company?
• Modern Website• Current Content – Blog• Conversion Opportunities
– Surveys, Downloads, Video
• Traffic Tracking Program
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Promoting Your Page
• Create Avatar• Select Cover Image• Start with good content – update
daily – Pictures, pictures, pictures
• Add “like us” buttons on other media
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Twitter Has it’s Own Language
• @ reply , DM, # Hashtag • Conversations 140 characters at
a time• Smaller community, time
consuming– If you don’t have the time, don’t
play
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Why LinkedIn
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Why LinkedIN
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Google+
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Social Media Takes Time
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Time Pays Off
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Who is Your Voice?
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Can You Automate?
• Hootsuite.com• TweetLater• TwitterFeed• TweetDeck
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The Purpose of Social Media
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The Purpose of Social Media
Is NOT to be good at Social Media
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The Purpose of Social Media
Is to be GOOD at BUSINESS
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How Do you Measure?
• Start with Goals– Awareness, Loyalty and Sales
• Different Media: Different Measures
• Measure Behavior
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Awareness
• Traditional Media: – Brand Awareness
• Social Media – – Fans, Friends and Followers– Mentions, Replies and Retweets– New Visitors and Inbound Links
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Awareness : Klout.com
• Measures Influence– Who Follows– Who Engages– Who Responds
• Can you influence action
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Awareness /Loyalty: socialmention.com
• Measures – Strength– Passion– Sentiment– Reach
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Awareness/Loyalty facebook.com
• New Insights measure:
• Reach• Engaged Users• Virality
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Web Traffic and Sales
0- 5% 6 - 10% 11 - 25% 26% or More0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
% of Sales % of Web Traffic
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Awareness & Sales Leads: Google.com
• Useful Measures – Traffic– Source– Time on Site– Page Views– Specific Pages
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Sales Leads
• Social Only Offers• Sales Funnel Behavior• Off-Line Advocacy• Social Media ROI
– ROI = (return – investment) / investment %
– ROI on Customer Service
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You Can’t Measure Everything
Pick Most Relevant Measures and Commit to Improving the
Numbers