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Social Media 101 | For Contractors and Home Improvement Professional
- 2. SOCIAL MEDIA Amanda Leeman Social Media Manager, Ply Gem
- 3. SOCIAL MEDIA
- 4. SOCIAL MEDIA
- 5. WHAT IS SOCIAL MEDIA? so·cial me·di·a noun websites and applications that enable users to create and share content or to participate in social networking
- 6. WHAT IS SOCIAL MEDIA?
- 7. WHO USES SOCIAL MEDIA?
- 8. WHY SHOULD BUSINESSES USE SOCIAL MEDIA?
- 9. WHY SHOULD BUSINESSES USE SOCIAL MEDIA? 1. Be a part of the conversation. 2. Brand awareness. 3. Sales.
- 10. WHY SHOULD BUSINESSES USE SOCIAL MEDIA? Be a part of the conversation.
- 11. WHY SHOULD BUSINESSES USE SOCIAL MEDIA? Brand awareness. 2.7 billion active social media users
- 12. WHY SHOULD BUSINESSES USE SOCIAL MEDIA? Sales. 75% of consumers say they use social media in the buying process. 70% of B2C marketers have acquired customers through Facebook. Sales reps that use social media as a part of their sales technique outsell 78% of their peers.
- 13. WHY SHOULD BUSINESSES USE SOCIAL MEDIA? Sales.
- 14. BEST SOCIAL CHANNELS FOR PROS
- 15. BEST SOCIAL CHANNELS FOR PROS
- 16. BEST SOCIAL CHANNELS FOR PROS Signing up. 1. Sign up at facebook.com. 2. Select business option. 3. Complete brief questionnaire.
- 17. BEST SOCIAL CHANNELS FOR PROS Signing up. Cover Photo 815x315 Pixels Profile Pic 180x180 Pixels Status Update Photo size: 1200x1200 Pixels Facebook Page Review Page Do’s Page Don'ts Use Beauty Shot for Cover Use Logo for Profile Pic Avoid images with too much copy, graphics or overly complex.
- 18. BEST SOCIAL CHANNELS FOR PROS Two ways to post on Facebook. Text Add a photo or video Live stream
- 19. BEST SOCIAL CHANNELS FOR PROS 6 Facebook best practices. 1. Facebook posts between 0-80 characters long receive the most engagement. The more characters you add after that, the less engagement you can expect. 2. Use relevant hashtags to help posts show up in search. Facebook uses hashtags to group or categorize conversations between people. 1-2 hashtags receive the most engagement. (Sprout Social) 3. Use photography with every post because images typically receive 2.3x more engagement than links. (Hubspot) 4. Ask questions to increase engagement. (KISS Metrics) 5. Facebook's algorithm favors video content. As a result, video posts have 135% greater organic reach than photo posts. (Hubspot) 6. Try Facebook Live. Facebook's initial data revealed that people comment 10X more on Facebook Live videos than on regular videos. (Forbes)
- 20. BEST SOCIAL CHANNELS FOR PROS
- 21. BEST SOCIAL CHANNELS FOR PROS 1. Sign up at houzz.com. 2. Update profile images and fill in business info. Signing up.
- 22. BEST SOCIAL CHANNELS FOR PROS
- 23. BEST SOCIAL CHANNELS FOR PROS
- 24. BEST SOCIAL CHANNELS FOR PROS 4 Houzz best practices. 1. Make sure you profile is complete and it’s clear how homeowners can contact you. 2. Ask for reviews! According to a survey by BrightLocal, 88 percent of consumers trust online reviews as much as a personal recommendation. (Forbes) 3. Respond to all questions and comments you receive. 4. Add new projects when you can. This does not need to be daily, but adding new photos every couple weeks is a good idea.
- 25. BEST SOCIAL CHANNELS FOR PROS
- 26. BEST SOCIAL CHANNELS FOR PROS Sign up. 1. Go to google.com/business. 2. Fill out your business information.
- 27. BEST SOCIAL CHANNELS FOR PROS
- 28. BEST SOCIAL CHANNELS FOR PROS
- 29. BEST SOCIAL CHANNELS FOR PROS 1. Download the Instagram app to create an account. Put Your Logo Here In Profile Pic 400x400 pixels Click Sign Up 2. Fill in your business information. Click here to add a photo. Fill in your bio and website link. Signing up.
- 30. BEST SOCIAL CHANNELS FOR PROS 6 Instagram best practices. 1. Shorter is better. Try to keep posts under 100 characters. 2. Post once per day, if possible. 3. Brighter photos and photos with lots of color perform best. 4. Use relevant hashtags. Hashtags are your best friend. Hashtags help you get discovered, archive content and participate with trending topics. 5. What’s the best way to get a response? Ask a question and get users’ opinions about your products or services. Always remember to engage with the answers. 6. Go Live. Instagram is owned by Facebook and has a similar live streaming platform.
- 31. BEST SOCIAL CHANNELS FOR PROS Scheduling. 1. FREE! 2. Works with most social channels. 3. Can track all of your social activity at once. 4. Schedule your posts in advance.
- 32. 32
Hinweis der Redaktion
- So this is me. My name is Amanda Leeman and I am the Social Media Manager for Ply Gem. I have been with Ply Gem for about a year and a half now. Before that I was with Simonton Windows. Then when Ply Gem purchased Simonton I moved from Simonton’s marketing team to Ply Gem’s. I oversee more than 30 social channels for all of Ply Gem’s brands including, Ply Gem corporate, Simonton Windows, Canyon Stone, and our Canadian brands. So that’s me, in a nutshell. So how many of you use social? Do you guys use for yourself or for your business? OK, good. And guys, I want to keep this very informal. So as I’m going through this, if you have any questions, don’t hesitate to ask. This is going to be high-level overview, so if I don’t cover something you want to know about stop me and we talk about it. So we’re going to review what social is. Why it’s important to your business or any business really. And then we’ll take a deeper dive into what social channels you should be on to help with your business.
- Social encompasses all of these things and so much more. It’s messaging platforms, like skype, it photo sharing platforms like tumbler and Instagram, and even review sites, like yelp. There are hundreds of social media platforms that exist, so it’s important to understand which ones are best for your business and how to make them work for you.
- Who is using these channels? There’s a huge misconception about who’s using social media. So many people believe it’s just younger generations and that’s just not true anymore. A recent research report on social media found that 56 percent of Internet users ages 65 and older now use Facebook, up from 45 percent in 2013. http://www.practicalecommerce.com/articles/119904-7-social-media-marketing-trends-for-2016
- So why should your business use social media? Will social media actually help your business grow?
- There are three main reasons to use social media for your business. Be a part of the conversation. Because someone, somewhere is probably already talking about your business on a social channel. Brand awareness. This is the most-effective way to get your brand in front of the audiences you need to get it n front of. Sales. Make money. I’m going to show you how social generates leads for you.
- Your customers and partners are already there and they may be talking about you. Make sure you’re on the channels they’re on so you know what’s being said about your company. Because that’s incredibly important. If a homeowner posts a negative review you want to be able to respond to it as quickly as you can and you want to turn that negative review into a positive review. And vice versa, if someone posts an amazing 5-star review about your business, you need to say thank you and ask if you can share the review with other homeowners. And, can you guys promise me one thing? Don’t delete negative reviews. Why? If you delete a negative review you have the potential of upsetting whoever wrote even more than they already were. If you have a Cat 3 you don’t want to turn it into a Cat 5, right? It’s much better to respond and help them with the issue and maybe turn it into a Cat 1 or maybe disperse the storm altogether. But the point is - its not as important to control what’s being said as it is to be proactive in the discussion. And to be proactive you have to show up and be there in the first place.
- There are 2.7 billion active social media user. That’s 2.7 billion possible people you can get your company name in front of. Essentially, social is the easiest and most cost-effective way to get your company in front of potential customers.
- Sales. Social media is a lead generating tool. AND Facebook is the #1 lead generating social channel. When I worked for Simonton we had a pro who told he received 80% of his leads through Facebook. 75% of consumer say they use social media the buying process, this is mostly in the research phase. How many of you have ever been on Facebook or another social channel and saw a post where someone asked for a recommendation on a product or service? 70% of marketers have acquire customers through Facebook. I know I have. Social helps you sell. Sales reps that use social as part of their sales technique outsell 78% of their peers.
- I’m going to tell you a little story about one sale I made through social.
- So what channels should you be on? You can’t be on everything because there are hundreds of social channels out there. So what’s going to be the most effective you and your business? Let’s take a deeper dive into these social channels. We’re going to cover Facebook, Houzz, Google+ and Instagram.
- Let’s start with Facebook. Why Facebook? Facebook is wonderful because everyone is on it. There are 1.7 billion Facebook users, which makes up the vast majority of social media users. So if you don’t use any other social channel, get on Facebook. As I mentioned before, Facebook is the top lead generating social channel. There are some businesses that get all of their leads from Facebook.
- If you’re not on Facebook yet it’s incredibly easy to sign up. It’s 3 simple steps. You just want to make sure that you set it up as a business page, not a personal page. If you’d like more help with this later, please let me know.
- After you have your page there are a few things you’ll need to fill in. Your profile photo. Your profile photo should be your company’s logo. Your cover image. I recommend using a photo of a project you’ve worked on. Do not use an image with a lot of text. Facebook doesn’t like that and it could actually be rejected. Fill in the “About” section. Make sure your phone number and email address are on there.
- There are two ways to share content on Facebook: 1. You can share content from another person or business to your page (like Ply Gem or Simonton). 2. You can create your own post using the status update. A status update allows you to post photos, videos, share events, and even live stream. We’ll talk a little bit about live streaming in a second.
- A few things to remember. 1. Shorter copy is better. Try to keep it under 80 characters. 2. Hashtags will help you show up in search, but don’t use too many. 3. Use photography or video with every post. 4. Ask questions to get followers to comment on your posts. 5. Facebook’s algorithm favors video, which means if you post video your content is more likely to show up in your follower’s newsfeed. 6. Facebook Live is the channel’s newest feature. Facebook is trying to get companies to use Facebook Live more, so they’ve adjusted their algorithm so that whenever you do a Facebook Live all of your followers will be notified. PLUS the Facebook Live video will show up at the top of your followers’ newsfeed. I HIGHLY recommend trying to live stream.
- Why Houzz? Houzz is the best channel for you connect with potential customers. • 35 million users • 90% of Houzz users are homeowners • The average income of a Houzz user is $124,000 • The average home value of a Houzz user is $450,000 • In the next two years 72% of Houzz users plan to redecorate and 40% plan to remodel - Lastly, Houzz search results now show up in google search results.
- You can sign up in a couple simple steps. Got to Houzz.com. Choose “Professional.” and then follow the steps to fill out your company’s information.
- Here is where you add your content. So, how Houzz works is that homeowners will search on Houzz for a product or service they’re looking for. And, if your projects match what they’re searching for, you’ll show up in their search results. That means the descriptions you write for the photos you upload should include as much information as possible. The more thorough your description the better because this is how homeowners will find you.
- The second important thing you want to use Houzz for is garnering reviews. And Houzz makes it super easy to do. You can actually just insert the email address of anyone you’ve worked with and Houzz will send them an email asking for a review. It takes a lot of the work out of it.
- https://www.amandahart.net/houzz-best-practices/
- This is going to be the fastest section because there are really only two reasons to use Google+. Google owns Google+. So if you have a Google+ page and get it verified then Google will show your website more love in search results. This is how Google lists you in its directory. So when a homeowner goes to Google and searched for window installers near me – This is how you show up in that listing. And it’s the only way you will show up in that listing.
- Signing up is easy. It’s two steps. Go to google.com/business. Then click “start” and fill out your business information. It is really THAT easy. If you’re going to do any one thing after you leave here. DO this. Please. For me? How many people have already done this?
- Instagram is a visual sharing platform that has 500 million users. You can share photos, videos, and now you live stream.
- Why Instagram? Instagram is where Millenials get content. Why is that important? Because Millenials will be buying houses soon, if they’re not already. It also has the highest engagement rate of any social channel.
- Instagram in mobile-only, so you have to download the app in order to start an account.
- A few things to keep in mind. 1. Like with Facebook and Twitter, shorter is better. 2. Post once per day. 3. Instagram is very visual platform, so brighter photos and photos with a lot of color typically perform the best. 4. Hashtags are your best friend on Instagram. This is how your photos get found, so use at least 11-13 relevant hashtags per post. 5. Ask questions to increase engagement. 6. Live stream.
- So what are you all going to do this weekend? You’re going to get your business listed on Google.