This document discusses how to develop an effective social media strategy to grow a business. It defines social media and explains why it is important for connecting with customers. It recommends a four-part strategy of communicating who you are, educating customers, cultivating followers, and generating sales. Specific social media tools like Facebook, Twitter, LinkedIn and blogs are outlined along with tips for success, common mistakes to avoid, and how to measure results. Employee participation in social media is also addressed.

1. CREATING A SOCIAL MEDIA CAMPAIGNTO
GROWYOUR BUSINESS
Metalcon - October 22, 2010
LasVegas, Nevada
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2. WHAT IS SOCIAL MEDIA?
And how do you develop a Social Media strategy?!
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3. DEFINITION OF SOCIAL MEDIA
• Social Media is an EXTENSION of the experiences you
already create with people and markets... on steroids!
• It is a MIRROR of real world behavior.
• Social Media enables you to sell IDEAS,ATTITUDES and
BEHAVIORS... product follows.
• Social Media is another tool to communicate with your
customers in a way thatTHEY WANT to be
communicated with.
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4. WHY IS SOCIAL MEDIA IMPORTANTTOYOU?
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5. 5
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6. WEB BASED SOCIAL MEDIA IS
HERETO STAY... LIKE IT OR NOT
• Facebook has a population of REGULAR users that is LARGER than the United
States!
• Fully half (150 million) of regular Facebook users are Americans
• Google has become a verb
• 100 million people viewYouTube videos more than once per week
• There are 75 millionTwitter accounts... and growing by 6.2 million per day
• Facebook,Twitter andYouTube are becoming major search platforms in addition to
Google
• 72% of Americans between the ages of 25 - 49 send text messages daily
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7. AMERICANS SPEND MORE TIME ON SOCIAL
NETWORKSTHAN OTHER ONLINE ACTIVITY
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8. PEOPLE WHO USE SOCIAL NETWORKS ARE
YOUR CUSTOMERS
Facebook
LinkedIn
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9. CONSUMERS AND COMMERCIAL BUYERS RELY ON SOCIAL
MEDIA FOR BUYING DECISIONS
• 70% of buyers said customer reviews and ratings
were very important when selecting a product.
• 56% of Social Media users feel both a stronger
connection with and better served by companies
when they can interact with them in a social media
environment.
0 10 20 30 40
Word of Mouth
Brand/Product Awareness
Increased Customer Loyalty
Customer Generated New Ideas
Top Objectives Achieved
Source: Beeline Labs, Deloitte and the Society for New Communications Research9
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10. SO, HOW COULD ANY
SERIOUS BUSINESS PERSON
IGNORE SOCIAL MARKETING?
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11. HOWTO CREATE A SOCIAL
MEDIA STRATEGY
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12. FOUR PART STRATEGY
• Communicate - Who you are, what you do and how you do it
• Educate - how you can help customers and potential customers with their problems, make
them money, etc
• Cultivate - a following of customers and potential customers
• Generate - by Communicating, Educating and Cultivating you are then in the position to
generate all of that into SALES.
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13. COMMUNICATE, EDUCATE, CULTIVATE, GENERATE
Online Tool Purpose of Tool KPI
Website
To recreate your best sales person
Provide PRODUCT information
GENERATE leads
Leads generated
SEO Rank
Time spent/number of pages viewed
Facebook
Personal connection (Communicate)
Highly targeted advertising (Cultivate)
Number of “friends” that are potential customers
Engagement - dialogue, click throughs
Twitter
Rapid COMMUNICATION of timely
information (Educate)
Number of followers
Click throughs
ReTweets & @ mentions
LinkedIn
Professional networking (Communication,
Cultivation)
Number of connections
Click throughs
Email inquiries
YouTube
Demonstrations (Educate) Number of views
Ratings
Click throughs
Blog
Timely detailed information (Educate,
Cultivate)
Number of hits
Click throughs
Comments
Constant Contact
Targeted COMMUNICATION
GENERATE response
Click throughs
Promotion results
Texting Campaign
Targeted COMMUNICATION
GENERATE response
Calls generated
Map-a-list
An online map showing the location of each
project you’ve done (Cultivate)
Customer visits
Flickr
Site to capture all of your project
photography (Communicate)
Number of hits
Click throughs
Google Reviews
Encourage customers to write positive
reviews on their experience (Cultivate)
Number of positive reviews
Angie’s List
Encourage customers to write positive
reviews on their experience (Cultivate)
Number of positive reviews
Monday, October 18, 2010

14. COMMUNICATE, EDUCATE, CULTIVATE,
GENERATE
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Your
Website
SALES!
Monday, October 18, 2010

15. WHO SHOULD LEADTHE SOCIAL MEDIA
CAMPAIGN?
•Owner or President!!!
•Marketing lead
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16. Online Tool Purpose of Tool KPI
Website
To recreate your best sales person
Provide PRODUCT information
GENERATE leads
Leads generated
SEO Rank
Time spent/number of pages viewed
Facebook
Personal connection (Communicate)
Highly targeted advertising (Cultivate)
Number of “friends” that are potential customers
Engagement - dialogue, click throughs
Twitter
Rapid COMMUNICATION of timely
information (Educate)
Number of followers
Click throughs
ReTweets & @ mentions
LinkedIn
Professional networking (Communication,
Cultivation)
Number of connections
Click throughs
Email inquiries
YouTube
Demonstrations (Educate) Number of views
Ratings
Click throughs
Blog
Timely detailed information (Educate,
Cultivate)
Number of hits
Click throughs
Comments
Constant Contact
Targeted COMMUNICATION
GENERATE response
Click throughs
Promotion results
Texting Campaign
Targeted COMMUNICATION
GENERATE response
Calls generated
Map-a-list
An online map showing the location of each
project you’ve done (Cultivate)
Customer visits
Flickr
Site to capture all of your project
photography (Communicate)
Number of hits
Click throughs
Google Reviews
Encourage customers to write positive
reviews on their experience (Cultivate)
Number of positive reviews
Angie’s List
Encourage customers to write positive
reviews on their experience (Cultivate)
Number of positive reviews
COMMUNICATE, EDUCATE, CULTIVATE, GENERATE
Monday, October 18, 2010

17. TOOLSTO HELP
Tool Purpose Website
Twello Find targeted people to follow onTwitter www.twellow.com
Google Alerts Get daily notification of web mentions on
key words you specify
www.google.com/alerts
Website Grader See how your site ranks in attracting clients www.websitegrader.com
Bing Track yours and others social media hits www.bing.com
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18. CANYOU OUTSOURCE
SOCIAL MEDIA?
Sort of...
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19. SOCIAL MEDIA COMPANIES
Resource
Social Media
Strategy
Development
Set up Social
Media Platform
Content
Development and
Management
Coaching/Training
(DYI)
Web
Development
SEO
www.mediamarketers.com
X X X X
www.inklingmedia.net
X X X
www.twospuds.com
X X X X X X
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20. KEYSTO SUCCESS
• Understand that success in social media is a MARATHON, not a sprint!
• Content is king - engage in a two way conversation
• Identify the right friends, followers and connections
• Measure your results monthly
• Test new ideas regularly
• Be current
• Study
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21. AVOIDTHESETRAPS
• Infrequent up dates
• The hard sell
• Bad grammar and spelling
• Keep it short - the Internet causes ADHD
• Not managing your connections
• Spamming... its easier than you think
• Avoid arguments, politics and religion
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22. EMPLOYEE USE OF SOCIAL MEDIA
• ENCOURAGE IT!
• Have a well defined policy
• Have your employees sign off on the policy
• Train them in the use of social media tools
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23. SOME FINAL NOTES...
• Social Media is here to stay
• It directly impacts the construction industry
• Done properly, it is a force multiplier
• A Social Media strategy has to be integrated with your overall
strategy
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24. QUESTIONS?
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