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Virtual Building Blocks: Social Media Strategies for the Building Industry (2012)
The document discusses the importance and strategies of using social media within the building industry, highlighting its benefits like reaching new clients, enhancing credibility, and fostering relationships. It provides insights into different social media platforms and suggests best practices for engagement, emphasizing the need for a clear strategy and regular participation. Additionally, it offers examples of successful builders leveraging social media to enhance their brand and interactions with stakeholders.
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Virtual Building Blocks: Social Media Strategies for the Building Industry (2012)
- 1. Virtual Building Blocks: SocialMedia Strategies for the Building Industry Presented by Adrienne Cregar Jandler President, Atlantic Webworks
- 2. What we’ll talkabout… How can using social media benefit my business? (Why should I use social media?) What channels should I use? (What are others doing? What are some examples?) Getting Started: Tips for success
- 3. Why should Iuse social media? Who are the people that impact your business? • prospective clients • strategic partners (who refer people to you) • your competitors • your employees and prospective employees • your vendors and suppliers • your professional associations (Builders Association, Chamber, etc.) • the media (newspapers, TV, radio, etc.) (with the exception of your competition) How do you currently reach these people? What does it cost you in time? Advertising? Sponsorships?
- 4. Why should Iuse social media? A few statistics to frame our thoughts about our ‘stakeholders’ and social media… • Only 14% of consumers now trust advertisements. 78% trust peer recommendations. • By 2010, Generation Y* will outnumber Baby Boomers in the marketplace… 96% of them have joined a social network • The fastest growing segment on Facebook is 55-65 year-old females • Generation Y* and Z* consider email passe…This year Boston College stopped distributing email addresses to incoming freshmen! • 25% of Americans in the past month said they watched at least one short video…on their phone • 1 out of 8 couples married in the U. S. last year met via social networks • The % of companies using LinkedIn as a primary tool to find employees? 80% *Generation Y is the generation of people born in the 1980s and 1990s, in the age range of 19 – 29 (i.e. first time home buyers) Generation Z is the generation of people born in the mid-1990’s to late 2000’s Source: Expeditusmedia
- 5. Why should Iuse social media? One last statistic about the growth of social media… Comparing social media to other media according to how long it took To reach 50 million users: • • • • Radio – 38 years Television – 13 Years The Internet – 4 years iPods – 3 years Facebook added 100 million users in less than 9 months.
- 6. In today’s economy,wouldn’t you welcome the opportunity to reach an ever-growing pool of your stakeholders from the comfort of your office? Or your home? At a time that works with your schedule? For the sole cost of your time? Time is money, but like money, time can be budgeted if you know what you have to work with and the right tools. Who is more expert at managing time and schedules than a Builder? Spending your time accomplishes more than simply posting ‘what you’re doing right now’. Let’s take a look at what you can gain from an investment of your time…
- 7. Examples of SocialMedia uses for business… • Reach new clients and grow client Relationships • Word-of-mouth customer referrals • Competitive Research • Recruiting • Customer Feedback • Consumer Research • Crowdsourcing • Virtual Advisory Board • Increase your Reach and Exposure online • Positioning yourself as an Expert/Industry Leader • Prospecting for strategic partners • Project Collaboration • Cost Savings/Meetings, Travel • Filesharing • Build Brand Loyalty • Feedback mechanism to adjust strategies
- 8. What channels shouldI use? There are thousands of social media applications, but There are a small handful that are ‘mega networks’, and whose names garner the most media attention. Some of these are: LinkedIn | YouTube | Flickr | Facebook | Twitter | Blogs Since we can’t cover everything in an hour, we’ll focus on some of these.
- 9. How does socialmedia fit in with your other marketing efforts? Social Media Website Online & Offline Advertising & Promotions Impressions about who you (and your business) are
- 10. Why should Iuse social media? Let’s think of social media from the perspective of what it has to offer… Social Media offers you an exponential opportunity to impact two key components of your ability to win new business: Exposure & Credibility What is the value of being represented where your prospective clients gather? Social media offers you the opportunity to be represented in multiple places at the same time Let’s first take a look at exposure…
- 11. Why should Iuse social media? When someone is searching for the type of services you offer, where do they look? Magazines & Newspapers Friends Web Inevitably, they look online. Why? • It’s convenient & can be done on their schedule • They can research without sales pitches or obligation • It saves them time Recommendations from other professionals Associations
- 12. Why should Iuse social media? If your name, or your company name were searched for, what representation would you have in the search engines? Articles Blog posts YouTube videos Twitter Your Website Links from Associations’ Websites Would this make more impact?
- 13. Why should Iuse social media? How can social media help you build your credibility? • Recommendations from others who have used your services • Promote you as an expert in the field (many ways to do this, from articles, blog posts, YouTube videos, etc.) • Showcase your work (Flickr, YouTube, Slideshare, etc.) • List your professional awards, associations and involvement in industry groups and events • Spotlight employees’ areas of expertise, etc. • Simply being there – showing that you are ‘in touch’ with your customers and other stakeholders who are online Social media gives you a platform to speak directly with your stakeholders. Once you have their attention, what do you say?
- 14. Each channel providesyou opportunities to post relevant content which is cross-linked LinkedIn • Start discussions • Link to articles • Post presentations • Give/Get Recommendations • Post polls on relevant topics • Answer questions Flickr website • Video tours of your homes • Homebuying tips • Interviews with other professionals • Contests/entries YouTube Post Photos/ Galleries for: • Your homes • Special features you offer • Custom work/spotlighted projects • Your sales staff • Link to articles/resources • Post announcements & Promotions • Contests/entries • Solicit ideas from your fans Facebook
- 15. What channels shouldI use? Unlike traditional advertising, Social Media centers around Relationships This is an important distinction! Think of social media as conversation powered by technology.
- 16. What channels shouldI use? You’ll want to select your channels based on how much time you can realistically dedicate to participation. Better to be active in a few places, than inactive in many!
- 17. What channels shouldI use? You have two entities that can be represented in the social networks: yourself, and your company You (the Individual) Your Company LinkedIn Profile LinkedIn Company Page (profile) LinkedIn Group Plaxo Profile Flickr Photostream YouTube Channel Facebook Profile Facebook Fan Page Twitter profile Twitter profile ActiveRain Profile
- 18. What channels shouldI use? Time commitment & expected level of participation (frequency of posts) Blogs Facebook, Twitter, LI Groups Flickr, YouTube, Slideshare, Articlesbase Linked In, Plaxo, ActiveRain online foundation
- 19. What it is(and what it is not): Social Media is: Social Media is NOT: An opportunity to expand your network of relationships An advertisement which exists in isolation An ongoing opportunity/effort A one-time deal Interactive communication (2 or more ways) between you and your stakeholders One-way communication (distribution) is free and is only limited by the value of your contributions Limited by your marketing budget Think of social networking from the perspective of traditional networking… many of the rules are the same!
- 20. What channels shouldI use? Your participation determines the value you get from networking Think about the professional forums where you network… What are the characteristics of the most popular professionals you meet? Successful, appreciated People Less successful/appreciated Active participation Occasional, infrequent participation Receives exposure through his contributions and participation Overtly promotes himself at every opportunity Makes thoughtful contributions that are relevant to the current conversation Chimes in on everything – constantly forcing himself and his opinions upon the group Is friendly and approachable, welcoming of new people Unapproachable, clique-ish or only interested in new relationships if there is something ‘in it’ for him
- 21. What channels shouldI use? What are others in the industry doing? 5 Builders active in social media who serve as great models to learn from @SheaHomesAZ – Great job, and they’re also on LinkedIn, Facebook, Squidoo, About Us, and Wikipedia. Shea’s Dare to Compare Program, offers information on why you should purchase a new home as opposed to a foreclosure. Their website offers home buyers a list of things to consider before making a purchase decision: www.DaretoCompareShea.com. @Lennar has almost 60,670 followers on Twitter. They also build online traffic with their ‘LennarTV’ videos. Lennar connects with the home buyers and industry professionals through their Open Door blog, Twitter, Facebook, Flickr, YouTube, Digg, LinkedIn and Active Rain. @OlsonHomes has some 7,400 Twitter followers, interactive online community tours and a constant flow of stimulating videos and updates about their communities, homes for sale and the housing industry. You can also check out their YouTube channel. @AWHomes is another must follow, they are very active on Twitter, YouTube and Facebook using these platforms to update fans and followers with promotions and company news. @WilliamLyonHomes uses social tools to send messages to agents about their VIB program. If you are signed up as a Very Important Broker you can get a broker co-op of up to 5%! They’re also on Facebook.
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- 27. Your profile isyour ‘home base’ We will examine the Particulars of the user profile shortly…
- 28. My personal profile on LinkedIn Summaryof Core Information Description of my area of expertise
- 29. (more of) mypersonal profile on LinkedIn A poll I posted Some books I’m currently reading (online) Groups I am in on the LinkedIn network Recommendations I have given to others on LinkedIn More about my Professional experience
- 30. (more of) mypersonal profile on LinkedIn Recommendations of me (and my company)
- 31. Part of our Company‘GROUP’ page on Linked In I posted a discussion question Group members can comment, post additional questions, etc. It becomes a dialogue…
- 32. Our Company ‘FAN’page on Facebook We post news of interest about the firm: Upcoming Events (like this workshop!)
- 33. Photos from our Workshops& events Testimonials/Ads featuring our clients New site launch announcements Awards we’ve received Press coverage New product/service introductions Special offers Announcements of New Additions to our Team Our Company ‘FAN’ page on Facebook
- 34. Our Company ‘FAN’page on Facebook Tagging presents even greater opportunities for exposure
- 35. Getting Started: Theprocess Commit to the program Establish goals and a strategy Who will be responsible for your company’s social networking activities? What channels will they use? With what frequency? Who will develop the content? Execute the strategy Make sure all the members of your team are aware of your plan and understand How they fit in. Make sure your sales team is reinforcing your efforts and staying on message with what you are Promoting. Measure your success Your social media efforts can be tracked. From increased traffic to your website, number of click-throughs, views of your online media, etc. How has your network grown? How has your brand exposure grown? What feedback are you getting from your stakeholders? Interactions with clients?
- 36. Where do IStart? 3 Social Networks to start with: Linked In • set up your professional profile • set up your company profile • add connections • request recommendations • search for (and join) relevant groups • join the Triad Green Building Council group! ActiveRain – complete a full professional profile Flickr – create a photostream and add photos of your work
- 37. A Few Tips… Socialnetworking begins with your core representation. Establish COMPLETE profiles in the networks you choose to participate in. Yes – include your photo! You want to build a relationship. It’s hard to connect with someone you can’t visualize. Make true connections, don’t just go for numbers - Start with your existing contacts - Network through groups -Add your profiles to your email signature, website, articles, bio, etc. Be Helpful - Answer Questions - Share interesting content - Connect others in your network
- 38. See what isalready out there…
- 39. Seeing yourself asothers (can) see you… Social network profiles Blog posts Articles you’ve written or that have been written about you
- 40. Social Media Changes Everything. Areyou ready? Building Business with Social Media - - - ©2008, Atlantic Webworks. All rights reserved. 40
Editor's Notes
- #4 When we think about social media and have to decide if it is of value, we should approach it by first considering the people who impact your business.