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Today’s Topic: The Contractor as Publisher: Social Media 101
<ul><li>The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada. </li></u...
 
<ul><li>1 </li></ul>
TODAY <ul><li>How to become the expert in your industry? </li></ul><ul><li>6 Steps to Becoming the Leading Home Comfort Ex...
What Has Social Media Done for Me?
Less than $50,000 in Traditional Advertising Spend
<ul><li>FORGET What You Know About Social Media </li></ul>
 
Traditional Marketing
Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
 
 
9 of 10 consumers are using the web to make buying decisions Forrester Research
Looking to Solve Problems
 
Marcus Sheridan CEO, River Pools & Spas
2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul>
2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul><ul><li>Sold more fiberglass swi...
 
75,000 visits per month
Yep, David vs. Goliath is Real
 
Hubspot 90% of Consumers
Hubspot Over 70%
Blogs Get More Business
4x More Likely to Be Found
How Many Tickets Do You Have?
How Many Tickets Do You Have?
BEFORE AFTER 3 MONTHS
 
 
Blogs Get More Links
Blogs Get More Traffic
Corporate Brochure-itis
Content Wins 67% More Likely to Purchase Custom Content Council
Conditioned Air – Naples, FL
 
 
Why? <ul><li>Great blog content makes us sound interesting and positions us as experts </li></ul><ul><li>Search engines lo...
THE Leading Home Comfort Expert in Your Region
Influence Your Customers SocialCapitalManagement.com
Search Engine  Optimization Lead Generation Social Media STORYTELLING
6 Steps to  Get Started
LISTENING POSTS Set Up #1
FIND Customers’ Pain Points KEYWORD ANALYSIS
Google External Tool
 
Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
Twitter Advanced Search
This is Tweetdeck, a Twitter Management Tool <ul><li>IMPORTANT: Follow keywords, # and your brand names </li></ul>
Other Twitter Management Tools
Klout
 
QUESTIONS Log Your Customer  #2
 
 
 
2 CHOICES: OR
 
PUBLISHING HUB Create Your #3
 
 
 
DISTRIBUTION Focus on Content #4
Google – Jan 25, 2011 <ul><li>Google now uses social usage of Twitter into search rankings </li></ul>
 
 
 
 
Email Newsletter
<ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
Blog Commenting <ul><li>Where are your customers hanging out? </li></ul><ul><li>Local association blogs </li></ul><ul><li>...
Recommended Tools
CALL TO ACTION Then Focus On The #5
 
 
 
 
REPURPOSE Keep the Calendar and #6
<ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul>...
Customer eNewsletter
 
 
Blogs as PR
 
 
THE Leading Home Comfort Expert in Your Region
MORE TIPS IF TIME BONUS
 
Customer Reviews <ul><li>Asking for Reviews | Google Profile </li></ul>
 
 
Is there someone in charge? <ul><li>Yes, you need a dedicated community manager – aka “air traffic control” specialist. </...
How do I get more followers? <ul><li>Tag, Tag, Tag @ and Hashtag </li></ul><ul><li>4-1-1 Rule 4 other posts, 1 your post, ...
 
Retention/Engagement
Facebook Tip <ul><li>Share on Facebook, get $XX off this visit. </li></ul>
TAG TAG TAG
 
Facebook Tips <ul><li>Test advertising your Facebook page – you can target demos accurately. </li></ul><ul><li>Make sure y...
Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog  COME SEE US AT THE ARZEL ZONI...
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The HVAC Contractor as Publisher: Getting Starting in Social Media

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Presentation given at HVAC Comfortech by SocialTract CEO Joe Pulizzi specifically focused on HVACR contractors. The presentation goes through why blogging can be the center of your online marketing and six steps to get started in social media by thinking like a publisher.

Veröffentlicht in: Business, Technologie
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The HVAC Contractor as Publisher: Getting Starting in Social Media

  1. Today’s Topic: The Contractor as Publisher: Social Media 101
  2. <ul><li>The leading blogging service for HVACR Contractors with 175+ customers in more than 30 states and Canada. </li></ul>Joe Pulizzi
  3.  
  4. <ul><li>1 </li></ul>
  5. TODAY <ul><li>How to become the expert in your industry? </li></ul><ul><li>6 Steps to Becoming the Leading Home Comfort Expert in Your Region </li></ul><ul><li>END with tips on using Twitter and Facebook </li></ul><ul><li>Q&A </li></ul>
  6. What Has Social Media Done for Me?
  7. Less than $50,000 in Traditional Advertising Spend
  8. <ul><li>FORGET What You Know About Social Media </li></ul>
  9.  
  10. Traditional Marketing
  11. Traditional Marketing Challenges 800-555-1234 Annoying Salesperson
  12.  
  13.  
  14. 9 of 10 consumers are using the web to make buying decisions Forrester Research
  15. Looking to Solve Problems
  16.  
  17. Marcus Sheridan CEO, River Pools & Spas
  18. 2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul>
  19. 2007 <ul><li>$4.5 million in Sales </li></ul><ul><li>$250,000 advertising spend </li></ul><ul><li>Sold more fiberglass swimming pools than any other pool retailer in North America. </li></ul><ul><li>$40,000 in advertising spend </li></ul><ul><li>Won 15% more bids </li></ul><ul><li>Cut sales cycle in half. </li></ul>2010
  20.  
  21. 75,000 visits per month
  22. Yep, David vs. Goliath is Real
  23.  
  24. Hubspot 90% of Consumers
  25. Hubspot Over 70%
  26. Blogs Get More Business
  27. 4x More Likely to Be Found
  28. How Many Tickets Do You Have?
  29. How Many Tickets Do You Have?
  30. BEFORE AFTER 3 MONTHS
  31.  
  32.  
  33. Blogs Get More Links
  34. Blogs Get More Traffic
  35. Corporate Brochure-itis
  36. Content Wins 67% More Likely to Purchase Custom Content Council
  37. Conditioned Air – Naples, FL
  38.  
  39.  
  40. Why? <ul><li>Great blog content makes us sound interesting and positions us as experts </li></ul><ul><li>Search engines love blogs </li></ul><ul><li>Social media loves blogs </li></ul><ul><li>Your customers read blogs </li></ul><ul><li>Non-sales touch </li></ul><ul><li>Minimal investment compared to outbound marketing options </li></ul>
  41. THE Leading Home Comfort Expert in Your Region
  42. Influence Your Customers SocialCapitalManagement.com
  43. Search Engine Optimization Lead Generation Social Media STORYTELLING
  44. 6 Steps to Get Started
  45. LISTENING POSTS Set Up #1
  46. FIND Customers’ Pain Points KEYWORD ANALYSIS
  47. Google External Tool
  48.  
  49. Google Alerts - Listen to Share Relevant Content - Listen for Story Ideas - Listen to Build Your Influencer List
  50. Twitter Advanced Search
  51. This is Tweetdeck, a Twitter Management Tool <ul><li>IMPORTANT: Follow keywords, # and your brand names </li></ul>
  52. Other Twitter Management Tools
  53. Klout
  54.  
  55. QUESTIONS Log Your Customer #2
  56.  
  57.  
  58.  
  59. 2 CHOICES: OR
  60.  
  61. PUBLISHING HUB Create Your #3
  62.  
  63.  
  64.  
  65. DISTRIBUTION Focus on Content #4
  66. Google – Jan 25, 2011 <ul><li>Google now uses social usage of Twitter into search rankings </li></ul>
  67.  
  68.  
  69.  
  70.  
  71. Email Newsletter
  72. <ul><li>Over 100 blogs, Over 100 Webinars </li></ul>
  73. Blog Commenting <ul><li>Where are your customers hanging out? </li></ul><ul><li>Local association blogs </li></ul><ul><li>Local media sites </li></ul><ul><li>Other home service blogs </li></ul><ul><li>Manufacturer blogs </li></ul>
  74. Recommended Tools
  75. CALL TO ACTION Then Focus On The #5
  76.  
  77.  
  78.  
  79.  
  80. REPURPOSE Keep the Calendar and #6
  81. <ul><li>1=Daily (Twitter, Blog) </li></ul><ul><li>7=Weekly (eNewsletter) </li></ul><ul><li>30=Monthly (Webinar) </li></ul><ul><li>4=Quarterly (eBook, Magazine) </li></ul><ul><li>2=Bi-Annually (Customer Event) </li></ul><ul><li>1=Yearly (Large Research Project) </li></ul>A Schedule
  82. Customer eNewsletter
  83.  
  84.  
  85. Blogs as PR
  86.  
  87.  
  88. THE Leading Home Comfort Expert in Your Region
  89. MORE TIPS IF TIME BONUS
  90.  
  91. Customer Reviews <ul><li>Asking for Reviews | Google Profile </li></ul>
  92.  
  93.  
  94. Is there someone in charge? <ul><li>Yes, you need a dedicated community manager – aka “air traffic control” specialist. </li></ul><ul><li>At minimum, 15 minutes in the am, 15 minutes at the end of the day. </li></ul>
  95. How do I get more followers? <ul><li>Tag, Tag, Tag @ and Hashtag </li></ul><ul><li>4-1-1 Rule 4 other posts, 1 your post, 1 promotional </li></ul>
  96.  
  97. Retention/Engagement
  98. Facebook Tip <ul><li>Share on Facebook, get $XX off this visit. </li></ul>
  99. TAG TAG TAG
  100.  
  101. Facebook Tips <ul><li>Test advertising your Facebook page – you can target demos accurately. </li></ul><ul><li>Make sure your FB Page is a Page, not a Person (limited to 5,000 fans) </li></ul><ul><li>At least daily updates…2-3 is a solid number (throughout the day) </li></ul><ul><li>Best Resources: Mari Smith/Social Media Examiner </li></ul>
  102. Thanks and Q&A Joe Pulizzi [email_address] @juntajoe FREE RESOURCE: http://bit.ly/HVAC-Blog COME SEE US AT THE ARZEL ZONING BOOTH #214 #tweetHVAC

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