the hvac contractor as publisher: getting starting in social media

@juntajoe

Today’s Topic:The Contractoras Publisher:

Social Media 101

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The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada.

Joe Pulizzi

@juntajoe

@juntajoe

1

@juntajoe

TODAY• How to become the expert in your

industry?• 6 Steps to Becoming the Leading Home

Comfort Expert in Your Region• END with tips on using Twitter and

Facebook• Q&A

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What Has Social Media Done for Me?

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Less than $50,000 in Traditional Advertising Spend

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FORGETWhat You Know

About Social Media

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Traditional Marketing

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800-555-1234AnnoyingSalesperson

Traditional MarketingChallenges

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9 of 10 consumersare using the web to make buying decisions

Forrester Research

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Looking to Solve Problems

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Marcus SheridanCEO, River Pools & Spas

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2007• $4.5 million in Sales• $250,000 advertising spend

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2007• $4.5 million in Sales• $250,000 advertising spend

• Sold more fiberglass swimming pools than any other pool retailer in North America.

• $40,000 in advertising spend• Won 15% more bids• Cut sales cycle in half.

2010

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75,000 visits per month

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Yep, David vs. Goliath is Real

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Hubspot

90% of Consumers

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Hubspot

Over 70%

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Blogs Get More Business

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4x More Likely to Be Found

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How Many Tickets Do You Have?

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BEFORE

AFTER 3 MONTHS

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Blogs Get More Links

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Blogs Get More Traffic

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Corporate Brochure-itis

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Content Wins

67% More Likely to Purchase

Custom Content Council

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Conditioned Air – Naples, FL

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@juntajoe

Why?• Great blog content makes us sound

interesting and positions us as experts• Search engines love blogs• Social media loves blogs• Your customers read blogs• Non-sales touch• Minimal investment compared to outbound

marketing options

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THE Leading Home Comfort Expert in Your

Region

@juntajoe

Influence Your Customers

SocialCapitalManagement.com

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Search Engine Optimization

LeadGeneration

Social Media

STORYTELLING

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6 Steps to Get Started

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LISTENING POSTSSet Up

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FIND Customers’ Pain PointsKEYWORDANALYSIS

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Google External Tool

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Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List

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Twitter Advanced Search

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This is Tweetdeck, a Twitter Management Tool

IMPORTANT: Follow keywords, # and your brand names

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Other Twitter Management Tools

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Klout

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QUESTIONSLog Your Customer

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2 CHOICES:2 CHOICES:

OROR

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PUBLISHING HUBCreate Your

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DISTRIBUTIONFocus on Content

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Google – Jan 25, 2011

• Google now uses social usage of Twitter into search rankings

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Email Newsletter

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• Over 100 blogs, Over 100 Webinars

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Blog Commenting• Where are your

customers hanging out?

• Local association blogs• Local media sites• Other home service blogs• Manufacturer blogs

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Recommended Tools

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CALL TO ACTIONThen Focus On The

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REPURPOSEKeep the Calendar and

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• 1=Daily (Twitter, Blog)• 7=Weekly (eNewsletter)• 30=Monthly (Webinar)• 4=Quarterly (eBook, Magazine)• 2=Bi-Annually (Customer Event)• 1=Yearly (Large Research Project)

A Schedule

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Customer eNewsletter

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Blogs as PR

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@juntajoe

THE Leading Home Comfort Expert in Your

Region

@juntajoe

MORE TIPSIF TIME

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Customer Reviews• Asking for Reviews | Google Profile

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Is there someone in charge?

• Yes, you need a dedicated community manager – aka “air traffic control” specialist.

• At minimum, 15 minutes in the am, 15 minutes at the end of the day.

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How do I get more followers?

• Tag, Tag, Tag@ and Hashtag

• 4-1-1 Rule4 other posts, 1 your post,1 promotional

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Retention/Engagement

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Facebook Tip• Share on Facebook, get $XX off this visit.

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TAG TAG TAG

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Facebook Tips

• Test advertising your Facebook page – you can target demos accurately.

• Make sure your FB Page is a Page, not a Person (limited to 5,000 fans)

• At least daily updates…2-3 is a solid number (throughout the day)

• Best Resources: Mari Smith/Social Media Examiner

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Joe Pulizzi [email protected]

@juntajoe

Thanks and Q&AFREE RESOURCE:

http://bit.ly/HVAC-Blog

COME SEE US AT THE ARZEL ZONING BOOTH #214

#tweetHVAC