social media best practices for construction 2013


Welcome

Moderator/Speaker:

Neil Brown

Chairman

Construction Marketing Association

[email protected]

mailto:[email protected]


Welcome

Panelist:

Brian Stokoe

Social Media Strategist

Caterpillar Inc.

[email protected]

mailto:?subject=Webcast


Welcome

Panelist:

Carrie Halle

Former Marketing Director, Knaack/Weather Guard;

Former Product Strategy, Sloan Plumbing

[email protected]



Agenda – Social Media Summit

1. Social Media Overviewo Why consider social media?o The Big 6? (Facebook, YouTube, LinkedIn, Twitter, Google+, Instagram)

o Houzzo Bloggingo Examples

2. Social Media Survey Results–Neil Brown

1. Case Study–Caterpillar Inc.–Brian Stokoe

2. Case Study–Knaack/Weather Guard, Sloan Plumbing–Carrie Halle

1. Questions and answers

2. Social media marketing resources


Social Media Summit

Why consider social media?o Growing body of evidence/examples of success, beyond early adopters to all

types and sizes of business and construction brands

o Social networks have analytics, dashboards; often more measurable than traditional marketing

o When integrated properly, social media significantly impacts search authority

o Social networks are adding business-friendly features, applications and tools that support marketing and measurement

o Social media is relatively low cost in comparison to traditional marketing, a level playing field

o Social media can reach niche targets that are too fragmented or cost-prohibitive to reach

o Social media can support critical business functions: customer services, recruitment, publicity


Social Media Summit

The Big 6? o Facebook: business pages, status updates, Likes and shares, timeline,

photo gallery, events, offers, advertising

o LinkedIn: profiles, LinkedIn Groups, InMails; profile optimization for execs, biz dev or spokespersons; visual portfolios, company page

o YouTube: channel trailers, meta tagging, embedded in websites/Facebook/emails/blogs

o Twitter: status update with links, # hash tags, Retweet button, chats, advertising

o Google+: follow interest, build circles, +1 button builds authority, integrates with Google Places/YouTube, Google Hangouts

o Instagram: profile, hashtags, picture sharing


Social Media Summit

Houzz o Leading online platform for home construction, design, remodelingo Robust search function for local pros, by room, Ideabooks by topico Get reviews, participate in discussions


Social Media SummitBlogging

o Establish subject-matter expertiseo Builds search authority (indexed pages, meta, sharing, /back-links)o Leads (offers/calls-to-action/CTA, comments, RSS, interlinking)


Social Media Summit

Example: Brookside Veneers


Social Media – Survey Results


Social Media– Survey Results


Social Media – Survey Results


Social Media Summit

Panelist:

Brian Stokoe

Social Media Strategist

Caterpillar Inc.

[email protected]

mailto:?subject=Webcast

Caterpillar: Confidential Yellow

Social Media Pillars

> Social Listening> Promotion> Thought Leadership> Customer Support


Social Media Summit

Panelist:

Carrie Halle

Former Marketing Director, Knaack/WeatherGuard

Former Product Strategy, Sloan Valve Company

Current Marketing Director, Adesso Solutions

[email protected]


Knaack LLC Social Media

Create OpportunitiesCreate OpportunitiesSocial Media Tags EverywhereSocial Media Tags Everywhere

26

Drive EngagementDrive EngagementAddress Needs, Speak Language, Make it Fun!Address Needs, Speak Language, Make it Fun!

27

Drive EngagementDrive EngagementAddress Needs, Speak Language, Make it Fun!Address Needs, Speak Language, Make it Fun!

28

Results Will ComeResults Will ComeStats and AwardsStats and Awards

29

Results Will ComeResults Will ComeBuilding CredibilityBuilding Credibility

Followers become

Brand Ambassadors

Followers become

Brand Ambassadors

Results Will ComeResults Will ComeBrand AmbassadorsBrand Ambassadors

Followers become

Brand Ambassadors

Followers become

Brand Ambassadors

Results Will ComeResults Will ComeBrand AmbassadorsBrand Ambassadors

Real Plumbing

Contractor Talks About “Blackout

Bowl”

Real Plumbing

Contractor Talks About “Blackout

Bowl”


Social Media Summit — TOP 10 TIPS!

1. Research social media marketing best practices (CMA, Hubspot, etc.)

2. Develop a social media plan supported by competitive benchmarking, critical analysis of your own search engine optimization (SEO)

3. Establish profiles on the big 5-6 (Facebook, YouTube, Twitter, LinkedIn, Google+)

4. If possible, deploy a thought leadership and search-optimized blog; integrate with above profiles (share, bookmark)

5. Research and develop a content marketing plan and calendar for blog and social media

6. Train staff and partners on social sharing and engagement

7. Integrate with email, PR, events, launches, SEO, other/traditional marketing programs

8. Employ offers, calls-to-action (CTA), landing/registration pages in all social media to maximize lead generation

9. Continue to build-out profiles, ongoing posts, updating profile designs, evaluate new social media opportunities

10. Measure results via analytics/registrations/social measurement tools; report, communicate


Q&A


Thank You!

The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition.

Find us:http://www.ConstructionMarketingAssociation.org

www.ConstructionMarketingBlog.org

Twitter.com/ConstructMarket

Facebook.com/ConstructMarket

LinkedIn.com (Construction Marketing Association Group)

Next Webcast: 2014 Marketing Outlook – January 2014


Appendix


Publications:Social Media Marketing Magazine

The Social Media Marketing Book

Resources:Hubspot

Social Media Examiner

Marketing Profs

White Papers:How to use Google + for BusinessHow to use LinkedIn for BusinessHow to use Facebook for BusinessHow to use Twitter for BusinessHow to use Online Video for Marketing

Resource Links


Panelist Bio’s

Brian Stokoe is a CMA member and the Social Media Strategist for Caterpillar Inc. He leads Caterpillar’s strategy for all brands, product / customer segments, enthusiasts and Dealership presence in all social media channels. He’s responsible for defining resource requirements, guidelines, training, and measurement procedures for all groups and their appropriate channels including Blogs, Forums, Facebook, Twitter, YouTube, Orkut, Weibo, RenRen, Youku and Google+. Brian has spoken at a number of events on social media strategy. He holds a BS-Marketing from Bellevue University.

Carrie Halle is a CMA member and former Marketing Director for Knaack Div. Emerson Electric Co., the leading brand of construction jobsite, truck and van storage; and former Product Strategy Manager at Sloan Valve (plumbing). Carrie’s specialty is eMarketing in both B2B and B2C including such brands as Verizon, Sprint/NEXTEL, Motorola, OnStar, Bluetooth, Mercedes-Benz, BMW, and Zurich North America. She graduated from the University of Wisconsin-Madison, with both a BBA and an MBA in Marketing.

Neil Brown is Chairman of the Construction Marketing Association, and Chief Marketing officer of Construction Marketing Advisors. He has been CEO of numerous marketing consulting and creative agencies for the past 15 years, managing some of the biggest brands in the construction sector including Emerson Electric, USG and Bosch Tools. Prior to the agency-side, Brown was a brand manager at Reliance Electric and Ideal Industries. Later he served as CMO of an architectural metals manufacturer. Neil is a frequent speaker, author and contributor to Advertising Age, Marketing News, BtoB magazine and many others. In 2011 he published the book, Tools of the Trade: Modern Marketing for Construction Brands. In 2009, her authored Branding Best Practices: A Guide to Effective Product and Business Naming. Neil earned an MBA from Northern Illinois University, and a BS-Marketing Cum Laude from Southern Illinois University.

social media best practices for construction 2013

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