In this presentation before the Reinders Green Industry Conference, I share the importance of websites and social media when communicating with millennial employees and customers. The presentation focuses on the what, why and how of digital media

1. March 12, 2015
Steve Drake
Using Social Media & Websites:
To Grow Your Business
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22nd Green Industry Conference

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Generational Change +
Digital Revolution =

3. 3
What
Why
How

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Via the “social internet”

6. Your Prospects Are Here
Are You?
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7. Texting
• Do you collect cell phone #s of customers so
you can text alerts to them?
• Text alerts? Yes!
– Just announced special discount on ….
• Caution: don’t be a spammer! Get permission.
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8. Mobile Apps
• There’s an app for
that!
• Why not product
apps?
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9. U.S. Mobile App Use
55+ Year Olds
25-34 Year Olds
35-54 Year Olds
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The World Has Changed
If
can’t find you …
You Don’t Exist

12. Lawn Care Services
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13. Landscapers
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The World Has Changed
Word of Mouse Expands Word of Mouth

15. You Are What You Publish
• How often do you share links of interest?
• Do you help answer key questions via a blog?
• Are you active on social media sites?
• Do you post videos and photos online?
• Do you share news of your customers or
Reinders?
• Are you THE expert resource for your customers
and prospects?
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17. Listening Tools
• Google News Alerts
• Facebook
• Twitter
• Hashtags
• Key Words
• Other social media
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18. Google News Alert
– Key customers
– Key prospects
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– Your competitors
– Yourself

19. Monitoring
• Comcast service
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21. Share & Engage
Share
1. Links
2. Photos
3. Videos
Engage
1. Friend, like
2. Follow, retweet, pin, post
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You are what you publish!

24. CONTENT
1. Stand at Your Seat …
2. SIT if you have ever …
a) Used Yelp to check out a restaurant or event
b) Used Trip Advisor to check out a hotel
c) Googled a product before you purchased
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25. Content Philosophies
• They ask … you answer.
• If you are hard selling, you are losing.
1. Content strategies
• Whose job is it?
2. Create content editorial calendar
• Lays out what, where, when & who
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26. Buyer/Customer Perspective
Think WII-FM!
• Problems
• Trends/Issues
• Concerns
• Research
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27. Sharing Builds Audience
• Blog
• Retweet
• Email
• Like
• Post
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Create a
Strategy

29. Potential Tools
of Your Hub
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31. Websites
• THE most important element today
• Can no longer be an “electronic brochure”
• Must be interactive
• Must have new info DAILY
• Should be the “hub” of all content
• Must be adaptive …
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Adaptive

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34. Why a Blog?
• Drives people to your website
• Creates informed buyers
• Solves their problems
• Reinforces sales efforts
• Builds your reputation as valued
resource
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35. Answer Questions
• They ask …. You answer!
• Provide answers to buyers’ problems
• Your suggestions for top questions
– 26.8% said cost or price
– 17.9% said availability
– 16.1% said performance, specs, capabilities
– 8.9% said effectiveness
• Write stories that answer those questions
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36. Blogging Tools
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WordPress Blogger

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Who & Why BEFORE What & How

38. • Blogs
• Facebook
• YouTube
• LinkedIn
• Twitter
• Flickr
• SlideShare
• Delicious
• Yelp!
• Craigslist
• Instagram
• Google News Alerts
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39. Personas
Develop persona of “typical” customer/buyer:
• Who?
• Where?
• When?
• How?
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40. • Why: Build audience & fans
• What: Monitor, connect, engage
• When: IF fits persona
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41. • Why: Build business-to-business audience
• What: Share links & information
• When: IF fits persona
Individuals:
– 6,849 “golf course superintendents”
– 48812 landscape contractors (829 in Wisconsin)
– 18,761 irrigation contractors (226 in Wisconsin)
Groups:
– 15,752 in “landscape contractors” group
– 3,434 in golf course superintendents, assistants and
interns
• Consider upgrading to “Pro”
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3,444,203 followers

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44. • Why: Build informed audience
• What: Visually showcase your products at
work
• When: IF fits persona
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Consider GoPro
camera
http://phccgreens.blogspot.com/2013_06_01_archive.html
The Winter After the #WorstWinterEver
http://ow.ly/JIOWs

45. 160,605 views!
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46. • Why: Share & Engage
• What: Share photos/stories
• When: IF fits persona

47. • Why: Build informed audience
• What: Monitor, share links
• To videos, white papers, successes
• When: IF fits persona
• #Throwback Thursdays
• #Testimonial Tuesdays
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49. How do you have the time?
We’ve switched from “boob tube”
to social media.
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71% of US
Households

50. Yes, It Takes Time
• Consider creating a “To stop” list
• Devote at least 44 minutes a day to listening &
monitoring
• Creating & distribution takes more time
• Central vs individuals
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51. Don’t Have Time?
• Service like Hubspot
• Intern
• Buy it with Google AdWords
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52. Discussion
1. What does this mean to you? Your company?
2. Strategies: Define 1-3 personas
3. Tactics: Which tools for you?
4. Develop 1-3 potential actions
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53. Much of this information provided by NCTA from research
conducted by Market Directions Inc.
Gen Y Information Sources:
1) Market Directions … www.marketdirections.com
2) NCTA/Drake & Company … www.drakeco.com
3) Beloit College … www.beloit.edu (Mindset List)
4) Knowing Y: Sarah L. Sladek
5) Generational Diversity: Jamie Notter
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54. Steve Drake
President
10564 Carena Circle
Fort Myers, FL 33913
(314) 239-9464
CONTACT
INFORMATION
steve@scdgroup.net
@stevedrake
@causeaholic
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