Social Media and the Contracting Industry

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

Facebook

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

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+

Pinterest

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

Questions? Contact Me!

Lorraine@roundpeg.biz@lorraineball or

@roundpeg