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
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!
Social Media: What’s All the Fuss?
Social vs Traditional Media
Cost, Reach & Flexibility
Social Media
Transforms Communication Into
Interaction
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
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
What Do You DoWith Social Media?
Are You Ready for Company?
• Modern Website• Current Content – Blog• Conversion Opportunities
– Surveys, Downloads, Video
• Traffic Tracking Program
Promoting Your Page
• Create Avatar• Select Cover Image• Start with good content – update
daily – Pictures, pictures, pictures
• Add “like us” buttons on other media
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
Why LinkedIn
Why LinkedIN
Google+
Social Media Takes Time
Time Pays Off
Who is Your Voice?
Can You Automate?
• Hootsuite.com• TweetLater• TwitterFeed• TweetDeck
The Purpose of Social Media
The Purpose of Social Media
Is NOT to be good at Social Media
The Purpose of Social Media
Is to be GOOD at BUSINESS
How Do you Measure?
• Start with Goals– Awareness, Loyalty and Sales
• Different Media: Different Measures
• Measure Behavior
Awareness
• Traditional Media: – Brand Awareness
• Social Media – – Fans, Friends and Followers– Mentions, Replies and Retweets– New Visitors and Inbound Links
Awareness : Klout.com
• Measures Influence– Who Follows– Who Engages– Who Responds
• Can you influence action
Awareness /Loyalty: socialmention.com
• Measures – Strength– Passion– Sentiment– Reach
Awareness/Loyalty facebook.com
• New Insights measure:
• Reach• Engaged Users• Virality
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
Awareness & Sales Leads: Google.com
• Useful Measures – Traffic– Source– Time on Site– Page Views– Specific Pages
Sales Leads
• Social Only Offers• Sales Funnel Behavior• Off-Line Advocacy• Social Media ROI
– ROI = (return – investment) / investment %
– ROI on Customer Service
You Can’t Measure Everything
Pick Most Relevant Measures and Commit to Improving the
Numbers
