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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
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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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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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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
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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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THE Leading Home Comfort Expert in Your
Region
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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]
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Thanks and Q&AFREE RESOURCE:
http://bit.ly/HVAC-Blog
COME SEE US AT THE ARZEL ZONING BOOTH #214
#tweetHVAC
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