the hvac contractor as publisher: getting starting in social media
Post on 15-Sep-2014
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DESCRIPTION
Presentation given at HVAC Comfortech by SocialTract CEO Joe Pulizzi specifically focused on HVACR contractors. The presentation goes through why blogging can be the center of your online marketing and six steps to get started in social media by thinking like a publisher.TRANSCRIPT
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@juntajoe
Today’s Topic:The Contractoras Publisher:
Social Media 101
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@juntajoe
The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada.
Joe Pulizzi
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@juntajoe
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@juntajoe
1
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@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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@juntajoe
What Has Social Media Done for Me?
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@juntajoe
Less than $50,000 in Traditional Advertising Spend
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@juntajoe
FORGETWhat You Know
About Social Media
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@juntajoe
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@juntajoe
Traditional Marketing
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@juntajoe
800-555-1234AnnoyingSalesperson
Traditional MarketingChallenges
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@juntajoe
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@juntajoe
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@juntajoe
9 of 10 consumersare using the web to make buying decisions
Forrester Research
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@juntajoe
Looking to Solve Problems
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@juntajoe
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@juntajoe
Marcus SheridanCEO, River Pools & Spas
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@juntajoe
2007• $4.5 million in Sales• $250,000 advertising spend
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@juntajoe
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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@juntajoe
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@juntajoe
75,000 visits per month
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@juntajoe
Yep, David vs. Goliath is Real
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@juntajoe
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@juntajoe
Hubspot
90% of Consumers
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@juntajoe
Hubspot
Over 70%
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@juntajoe
Blogs Get More Business
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@juntajoe
4x More Likely to Be Found
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@juntajoe
How Many Tickets Do You Have?
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@juntajoe
How Many Tickets Do You Have?
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@juntajoe
BEFORE
AFTER 3 MONTHS
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@juntajoe
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@juntajoe
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@juntajoe
Blogs Get More Links
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@juntajoe
Blogs Get More Traffic
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@juntajoe
Corporate Brochure-itis
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@juntajoe
Content Wins
67% More Likely to Purchase
Custom Content Council
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@juntajoe
Conditioned Air – Naples, FL
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@juntajoe
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@juntajoe
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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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@juntajoe
THE Leading Home Comfort Expert in Your
Region
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@juntajoe
Influence Your Customers
SocialCapitalManagement.com
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@juntajoe
Search Engine Optimization
LeadGeneration
Social Media
STORYTELLING
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@juntajoe
6 Steps to Get Started
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@juntajoe
LISTENING POSTSSet Up
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@juntajoe
FIND Customers’ Pain PointsKEYWORDANALYSIS
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@juntajoe
Google External Tool
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@juntajoe
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@juntajoe
Google Alerts- Listen to Share Relevant Content- Listen for Story Ideas- Listen to Build Your Influencer List
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@juntajoe
Twitter Advanced Search
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@juntajoe
This is Tweetdeck, a Twitter Management Tool
IMPORTANT: Follow keywords, # and your brand names
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@juntajoe
Other Twitter Management Tools
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@juntajoe
Klout
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@juntajoe
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@juntajoe
QUESTIONSLog Your Customer
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@juntajoe
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@juntajoe
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@juntajoe
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@juntajoe
2 CHOICES:2 CHOICES:
OROR
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@juntajoe
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@juntajoe
PUBLISHING HUBCreate Your
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@juntajoe
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@juntajoe
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@juntajoe
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@juntajoe
DISTRIBUTIONFocus on Content
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@juntajoe
Google – Jan 25, 2011
• Google now uses social usage of Twitter into search rankings
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@juntajoe
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@juntajoe
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@juntajoe
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@juntajoe
Email Newsletter
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@juntajoe
• Over 100 blogs, Over 100 Webinars
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@juntajoe
Blog Commenting• Where are your
customers hanging out?
• Local association blogs• Local media sites• Other home service blogs• Manufacturer blogs
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@juntajoe
Recommended Tools
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@juntajoe
CALL TO ACTIONThen Focus On The
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@juntajoe
REPURPOSEKeep the Calendar and
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@juntajoe
• 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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@juntajoe
Customer eNewsletter
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@juntajoe
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@juntajoe
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@juntajoe
Blogs as PR
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@juntajoe
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@juntajoe
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@juntajoe
THE Leading Home Comfort Expert in Your
Region
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@juntajoe
MORE TIPSIF TIME
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@juntajoe
Customer Reviews• Asking for Reviews | Google Profile
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@juntajoe
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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@juntajoe
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
![Page 98: The HVAC Contractor as Publisher: Getting Starting in Social Media](https://reader038.vdocuments.us/reader038/viewer/2022103109/5416766f7bef0ac1768b8555/html5/thumbnails/98.jpg)
@juntajoe
Facebook Tip• Share on Facebook, get $XX off this visit.
![Page 99: The HVAC Contractor as Publisher: Getting Starting in Social Media](https://reader038.vdocuments.us/reader038/viewer/2022103109/5416766f7bef0ac1768b8555/html5/thumbnails/99.jpg)
@juntajoe
TAG TAG TAG
![Page 100: The HVAC Contractor as Publisher: Getting Starting in Social Media](https://reader038.vdocuments.us/reader038/viewer/2022103109/5416766f7bef0ac1768b8555/html5/thumbnails/100.jpg)
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@juntajoe
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
![Page 102: The HVAC Contractor as Publisher: Getting Starting in Social Media](https://reader038.vdocuments.us/reader038/viewer/2022103109/5416766f7bef0ac1768b8555/html5/thumbnails/102.jpg)
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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
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