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Presented by the Construction Marketing Association (CMA), the Social Media Best Practices Webcast highlights results of the annual
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©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Welcome
Moderator/Speaker:
Neil Brown
Chairman
Construction Marketing Association
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Welcome
Panelist:
Brian Stokoe
Social Media Strategist
Caterpillar Inc.
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Welcome
Panelist:
Carrie Halle
Former Marketing Director, Knaack/Weather Guard;
Former Product Strategy, Sloan Plumbing
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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)
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media Summit
Example: Brookside Veneers
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media– Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media – Survey Results
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media Summit
Panelist:
Brian Stokoe
Social Media Strategist
Caterpillar Inc.
Caterpillar: Confidential Yellow
Social Media Pillars
> Social Listening> Promotion> Thought Leadership> Customer Support
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Social Media Summit
Panelist:
Carrie Halle
Former Marketing Director, Knaack/WeatherGuard
Former Product Strategy, Sloan Valve Company
Current Marketing Director, Adesso Solutions
Knaack LLC Social Media
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”
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Q&A
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
Appendix
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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
©2012 Construction Marketing Association. All Rights Reserved.CONFIDENTIAL DOCUMENT
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.