Are you a building industry professional looking to build your social media presence? Learn what it takes to succeed in social networking, both offline and online.

1. SOCIAL MEDIA AND
MARKETING ROI FOR
THE BUILDING
INDUSTRY

2. WHAT IS
MAREKTING ROI?
WHAT IS SOCIAL
NETWORKING?

3. MAKRETING ROI
REVENUE (FROM
ROI = MARKETING)
EXPENSES
TRADITIONAL DIGITAL
(INCLUDING TIME
PRINT WEBSITE
BROADCAST SEO
PUBLIC ONLINE
RELATIONS ADVERTISING
SOCIAL SOCIAL
NETWORKING NETWORKING

4. SOCIAL
NETWORKING
DEFINED
ONLINE: Social networking is an
online conversation that takes place
between two or more people.
OFFLINE: Social networking is an
offline conversation that takes place
between two or more people.

5. FIRST
IMPRESSIONS
WHO DO YOU WANT TO
ATTRACT?
HOW DO YOU WANT TO COME
ACROSS?
WHAT DO YOUR CLIENTS
EXPECT?

6. NETWORKING 101
3 KEYS TO NETWORKING
• IMAGE
• BRAND
• MESSAGE

7. TIME MANAGEMENT
• 2 TO 3 MIN TO MEET & GREET
• 1-2 HOURS OF NETWORKING
EVENTS / WEEK
• 1-2.5 HOURS OF FOLLOW-UP
MEETINGS / WEEK

8. CREATING
PARTNERSHIPS
• CHOOSE LIKE MINDED
BUSINESS PARTNERS
• LOOK FOR COMMON IDEAL
CLIENTS
• GIVE REFERRALS FREELY AND
OFTEN TO YOUR PARTNERS
• TAG TEAM NETWORKING
EVENTS

9. BUILDING VALUE
• SHARE YOUR NETWORK WITH
YOUR CLIENTS
• STRIVE TO BE A RESOURCE
• GIVE BACK TO YOUR
CLIENTS, PARTNERS AND
COMMUNITY
• DO WHAT YOU SAY. SAY WHAT
YOU DO

10. BUILDING
CONNECTIONS
• ONE-ON-ONE MEETINGS
• SHARE RESOURCES AND
REFERRALS TO BUILD
POSITIVE CONNECTIONS
• MAKE INTRODUCTIONS –
PHONE, FACE-TO-
FACE, SOCIAL MEDIA
• INTEND TO BUILD AND
MAINTAIN CONNECTIONS

11. ONLINE SOCIAL
NETWORKING (AKA
– SOCIAL MEDIA)

12. 3 SOCIAL
COMMON
MEDIA MYTHS

13. SOCIAL MEDIA WILL
REPLACE ALL FORMS
OF MARKETING
Many marketers are touting social
media as the greatest marketing
tool, and thus, the only one
businesses should be paying
attention to. While the growth in
social media has been impressive
and the leveraging capabilities of
social media can be
tremendous, other forms of offline
and online marketing still exist, will

14. SOCIAL MEDIA IS NOT
A FORM OF
MARKETING
Some say social media has no place
in traditional marketing. These
people practice a form of “obtrusive-
marketing”. Versus adding value to
the conversation and building a
community, “obtrusive-marketers”
elect to push straight for the sale
and only talk about themselves.

15. SOCIAL MEDIA IS
FREE
While it’s free to set up social
profiles (personal and business) on
facebook, twitter, youtube and other
networks, they do not run
themeselves. Social media requires
an investment of time.

16. COMPARING SOCIAL
MEDIA TO OTHER
ACTIVITIES
SOURCE: http://mashable.com/2012/11/28/social-media-

17. AVERAGE TIME SPENT
ON SOCIAL
NETWORKS
SOURCE: http://mashable.com/2012/11/28/social-media-

18. COMMON USES OF
SOCIAL MEDIA
SOURCE: http://pewinternet.org/Commentary/2012/March/Pew-Internet-
Social-Networking-full-detail.aspx

19. DOES YOUR
COMPANY USE
SOCIAL MEDIA?
SOURCE: http://unbounce.com/social-media/b2b-social-

20. 6 LAYING THE
STEPS
FOUNDATION FOR
SOCIAL MEDIA
SUCCESS

21. 1) BUILD A TEAM
IN-HOUSE HYBRID AGENCY
designate a consultant industry
team leader curator history
add personality
collaborator fit
s protocol
define roles

22. 1) DEFINE A
STRATEGY
• BRAND AWARENESS
• REPUTATION MANAGEMENT
• CUSTOMER SERVICE
• THOUGHT LEADER
• STRATEGIC ALLIANCES
• IMPROVE SEO
• SEND TRAFFIC TO WEBSITE
• UPSELL EXISTING
CUSTOMERS
• ACQUIRE NEW CUSTOMERS

23. 2) LISTEN TO YOUR
AUDIENCE
• LISTEN AND OBSERVE
• UNDERSTAND YOUR
AUDIENCE’S MOTIVATIONS
• BEST SOCIAL NETWORKS TO
CONNECT ON
• ADD VALUE TO THE
CONVERSATION

24. 3) SELECT YOUR
NETWORKS
• BLOGGING
• FACEBOOK
• TWITTER
• PINTEREST
• YOUTUBE
• LINKEDIN
• GOOGLE +
• HOUZZ

25. 4) STRATEGIZE YOUR
APPROACH
• BRAND / MESSAGE
• TONE / VOICE
• TEXT / LINKS / PICTURES /
RICH MEDIA
• POSTING CONSISTENCY
• SET A TIME LIMIT
• MEASURE YOUR GOALS

26. 5) TEST AND LEARN
• SOCIAL
FEEDBACK
• SOCIAL
SHARES
• COMMENTS
• ANALYTICS

27. TAKEAWAYS
• IT’S NOT ALL ABOUT YOU
• LISTEN, DON’T SHOUT
• ADD VALUE AND BUILD
CONVERSATION
• MEASURE YOUR PROGRESS
• STAY NIMBLE AND BE READY
TO ADAPT
• THINK LONG-TERM

28. TOP 5 &
SOCIAL NETWORKS
1/2
FOR THE BUILDING
INDUSTRY

29. BLOGGING
• DENOTES EXPERTISE IN
SUBJECT MATTER
• GALLERY OF PAST PROJECTS
• BETTER USER EXPERIENCE
• RELEVANCY
TIP:
ALREADY
HAVE A
BLOG?
GREAT.

30. FACEBOOK
• NUMBER OF LIKES VS NUMBER
OF PEOPLE TALKING
• 70 / 30 RULE
• POSTING FREQUENCY / TIMES OF
DAY
TIP: LOOK AT
FACEBOOK
INSIGHTS TO
FIND OUT
WHAT
WORKS /

31. HOUZZ
• SECONDARY WEBSITE
• USER REVIEWS
• SEARCH ENGINE HYBRID
TIP:
UPLOAD
PAST
PROJECT
S AND

32. LINKEDIN
• DEVELOP A PROFESSIONAL
NETWORK
• REPUTATION BUILDER
• BECOME AN EXPERT IN YOUR
INDUSTRY
TIP: NEED
TO MAKE A
QUALITY
CONNECTIO
N? USE

33. PINTEREST
• DEMOGRAPHICS
• REPRESENTING BUSINESS
THROUGH PICTURES
• IMMEDIATE GRATIFICATION
TIP: IMAGES
POSTED ON
BLOG SHOULD
BE PINNED TO
PINTEREST

34. HOOTSUITE
• FREE & PAID VERSIONS
($9.99/MONTH)
• SCHEDULE YOUR POSTS
• WORKS WITH MULTIPLE
NETWORKS
TIP: LOTS OF
• MONITOR CONVERSIONS IN
GREAT TIME
REAL
LEARNING
TOOLS
ONLINE

35. WORKING IN
TANDEM

36. SOCIAL MEDIA &
SEARCH ENGINE
OPTIMIZATION

37. TOOLS: GETTING
STARTED
GOOGLE ALERTS: REPUTATION
MANAGEMENT
NAME CHECK: SEE IF YOUR
BUSINESS NAME IS AVAILABLE

38. TOOLS:
ADVERTISING
TARGETING OPTIONS:
• SEX
• LOCATION
• EDUCATION
• INTERESTS
• FRIENDS OF FRIENDS
BUDGET: AS LOW AS $5/DAY

39. CASE STUDY:
MOLLY’S FUND
“GETTING SOCIAL WITH
FACEBOOK”

40. SOCIAL MEDIA
GAME PLAN
SOCIAL MEDIA STRATEGY: BUILD
AWARENESS
LISTEN TO YOUR AUDIENCE:
CONNECTING WITH OTHERS
FIGHTING LUPUS
SELECT YOUR NETWORK(S):
FACEBOOK
STRATEGIZE APPROACH:
COMFORTING YET
INFORMATIONAL
TEST AND LEARN: COMBINATION

41. FACEBOOK PAST
(2012)
JANUARY JANUARY
2012: 2012:
24 PEOPLE 214 PEOPLE
ENGAGED REACHED

42. FACEBOOK
CURRENT (2013)
JANUARY 2013: JANUARY 2013:
4,941 PEOPLE 59,774 PEOPLE
ENGAGED REACHED

43. www.umbrellawebsoluti www.
ons.com lukeadamsconsulting.c
dan@umbrellawebsolut om
ions.com luke@lukeadamsconsu
503.477.9298 lting.com
971.226.7554
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