The document discusses using social networking for businesses in the building industry. It defines social networking and explains why companies should utilize platforms like LinkedIn, Facebook, and Twitter. These networks allow businesses to promote their brand, drive traffic to their website, interact with clients, share information, and market their business for free. The document provides statistics on the growth and usage of major social networks. It then reviews specific social networking platforms and offers principles for businesses to successfully engage clients and collaborators through social media.

1. Social Networking
for the
Building Industry
© Building Industry Resources 2009-2010

2. The businesses, agencies and publications displayed in this presentation are used as
examples only. Karen A. Davis and Building Industry Resources have no financial interest in
any of the entities displayed, and no fees were paid or services rendered in exchange for
inclusion in this presentation.
© Building Industry Resources 2009-2010

3. Traditional, Outbound Marketing
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4. Inbound Marketing
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5. What is Social Networking?
Individuals or organizations connected by some interdependency,
such as friendship, business exchanges, likes, dislikes or beliefs.
Social Media supports the
human need for social
interaction using Internet- and
web-based technologies,
changing broadcasts from one-
to-many to many-to-many.
© Building Industry Resources 2009-2010

6. Why utilize Social Networking?
Additional tool for Marketing &
Public Relations:
•Promote your brand
•Drive people to your website
•Level marketing playing field
between small and large firms
“The conversation is happening •Motivate your audience to action
with or without you.”
- D. M. Scott
© Building Industry Resources 2009-2010

7. Why utilize Social Networking?
Meet and retain clients and
collaborators:
•Interact
•Respond to stories
•Build familiarity and trust
•Motivate your audience to action
“The conversation is happening
with or without you.”
- D. M. Scott
© Building Industry Resources 2009-2010

8. Why utilize Social Networking?
Share information:
•Learn
•Educate
•Motivate your audience to action
“The conversation is happening
with or without you.”
- D. M. Scott
© Building Industry Resources 2009-2010

9. Why utilize Social Networking?
It’s free! *
“The conversation is happening
with or without you.”
- D. M. Scott
© Building Industry Resources 2009-2010

10. Proof:
Facebook:
•More than 300 million active users.
•Average user has 130 friends.
•Fastest growing demographic is 35 years and older.1
Twitter:
•As of April 2009, Twitter was growing at a rate of 2,565%.
•Reached more than 13 million people that month.2
1 http://www.facebook.com/press/info.php?statistics
2 http://socialmediastatistics.wikidot.com/twitter
© Building Industry Resources 2009-2010

11. Proof:
LinkedIn:
•Record traffic in September 2008 with 11.9 M unique visitors.
•The majority (66%) are decision makers or have influence in the
purchase decisions at their companies.2
YouTube:
•75% of the total U.S. Internet audience viewed online video
(July 2008).
•51% of users go to YouTube weekly or more.2
2 http://socialmediastatistics.wikidot.com/twitter
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12. Social Networking Site: LinkedIn
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13. Social Networking Site: LinkedIn
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14. Social Networking Site: LinkedIn
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15. Social Networking Site: LinkedIn
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16. Social Networking Sites for Blogging
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17. Social Networking Sites for Blogging
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18. Social Networking Sites for Blogging
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19. Social Networking Sites for Blogging
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20. Social Networking Site: Facebook
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21. Social Networking Site: Facebook
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22. Social Networking Site: Facebook
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23. Social Networking Site: Facebook
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24. Social Networking Site: Twitter
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25. Social Networking Site: Twitter
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26. Social Networking Site: Twitter
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27. Social Networking Site: Twitter
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28. Other Social Networking Sites:
•Architectural Record’s •MySpace
Community page
•Squidoo
•Ava Living
•Ning
•Active Rain
•Fast Pitch
•MyFacilitiesNet &
•eHow
MyCleanLink
•Plaxo
•YouTube
•ECademy
•SlideShare
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29. Principles for Success:
•Draw up your plan
Why are you networking?
Who do you want to attract?
What story do you have to tell?
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30. Principles for Success:
•Build your profile
Personalize it; build it yourself or have employees
collaborate
Your brand
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31. Principles for Success:
•What will you say?
Become a member of the community
Add value; become the solution (your Unique Selling
Proposition)
Build your community
© Building Industry Resources 2009-2010

32. Principles for Success:
•Don’t be a wallflower
•Don’t wave around the business card.
•Use online connections to schedule offline meetings.
•Manage time wisely
© Building Industry Resources 2009-2010

33. Engage current and potential
Clients & Collaborators
•Create an engaging page.
•What do they want? What do you know?
•Leverage the viral nature of Facebook and Twitter.
•Allow users to engage with you; share with their network.
•Draw upon your network.
•Make sure people can find you. Optimize sites for search.
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34. More info at
www.buildingsource.net
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