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Social Media |
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The State of Social Media 2014
FEBRUARY 4, 2014 | 1:00 – 2:00 PM | 3:00 – 4:00 PM (ENCORE)
Presenters: Chad Davis // NAHB, Washington, DC
Jamie Gorski // The Bozzuto Group, Greenbelt, MD
Carol Morgan // mRELEVANCE, Cartersville, GA
Chad DavisNAHB
1201 15th Street, NWWashington, DC [email protected]@ChadTech
Speaker Contacts:
Head Shot
Jamie GorskiThe Bozzuto Group
7850 Walker DriveGreenbelt, MD 20770 [email protected]@jamiegorski
Head Shot
Carol MorganmRELEVANCE, LLC
50 Shotgun RoadCartersville, GA [email protected]@AtlantaPR
#IScreamSocial
#IBSVegas
What We’ll Discuss Today
And What We Aren’t
Images
Content
Pay to Play
SEO
Mobile
Major Social Media Themes (2014)
Images: The Rise of Visual ContentY
our brain process images 60,000X faster than text. W
hy? Cognitive Emotional Memorable
Graphic Description Textual Description
A curved line with every point equal distance from the center
Content: Original and Curated
Original Content
Showcases your expertise Exhibits your character Makes your brand more human
Curated Content
The power of affiliation and inference Exhibits your character Makes your brand more human
Pay to PlayBut social media is free, right?
Opportunity costs have always existed here
Facebook, Twitter, LinkedIn all have ad tools now
SEO: Finders Keepers
The ultimate, long-term goal of the web search engine is to deliver the web *you* want *before* you want it
Social data in search incorporates the likes and dislikes of your tribe
Having a presence in social directly correlates to higher rankings in search
Mobile: Left to Our Own Devices
Mobile: Left to Our Own Devices
Converting Social Media to Leads
Google Analytics Lead Conversion and Goal Tracking
1 – 2% of website traffic coming from social sites to contact us form
Blog: Traton HomesBlog Visitors are engaged
Top Traffic Source for TratonHomes.com
Visitors from the blog visited 7 pages on average
Visitors spend 5 minutes on the website
The State of Facebook 2014
71% of all adults online use FB
46% of users, 25-54
+10% growth in 65+
63% of users log on daily
Leaning in to mobile
Why We Like FacebookE
ngaging your ‘tribe’
Share industry newsPut a ‘face’ on your
companyBe a part of the
communityV
isual identityA
dvertising
Facebook Example: S&A Homes
This or That Tuesdays – views exceed 400 (vs. avg reach of ~115)
Facebook Example:Ga Home Foreclosures
Opt in List Building
Collect Information
Contact them outside of Facebook
The State of Pinterest in 2014 Digital, social
scrapbooking 21% of adults online
‘pin’ (only 18% tweet!!) 80% female
50% are moms Largest demographic:
Women, 25-34 Most popular board
category: Home Décor
Why We Like PinterestEasier to get startedModest analyticsAd-free (for now)Showcase your work
– in detailShowcase the work of
your partnersGet feedbackPublicly collect ideas
for future projectsPost more than just
house pics
Traffic – upload from your blog or website
Plan – how will you categorize your boards
Branding – post images that make sense
Contests – use them to increase interaction
Hashtag #frenchbrothersdreamhome
Pinterest Dos
Pinterest Example: Keystone Custom Homes
128 participants/new boards created by pinners
209 new overall followers
292 followed Pin-N-Win board
Increased engagement
The State of Twitter 2014Focus on images
46% of Twitter users check their accounts daily29% check multiple times
But…230M+ tweets a day40% of accounts are just
consuming, not engaging
Customer service
Why We Like TwitterM
ore like a broadcast platform than a social network
Can magnify other social accountsShare industry news, company news & staff kudos
Great source of industry/competitor research
Brand monitoring
Great for Customer Service
Twitter Example: Construction ResourcesRespond quickly Conversational yet authoritative tone#KBTribeChats for B2B Conversations Cross-post from image-heavy sites Build event buzz
VineA Twitter hatchling
6 second videos
Edited on the fly
The future of communication?
The State of Instagram in 2014B
ought by Facebook1
50M MAUs (Jan. 2014)5
7% of users check daily3
5% check multiple timesR
ight behind TwitterV
ery popular with youth
OMG!!!
Why We Like InstagramE
asy to use, share
Link to Facebook, Twitter, Tumblr
Use hashtags
You brand’s story, visually
FiltersVideos (up to 15
seconds)
Instagram Example
S&A Homes (@sahomebuilder)
Launched August 201342 followers in first 15
weeks101 followingMultiple likes per postPosting two times per
week
The State of Google+ in 2014 Google+ has 540M MAUs Not just another Facebook -- Google is adding
a social layer to everything it does 2nd most popular social platform *worldwide* Improve search engine rankings Google+ Integrates Google Local & Google
Places Google Glass integration hints at the future
Why We Like Google+S
EO
SEO
SEO
Did we mention, SEO?
Why We Like Google+L
ow opportunity cost
Can make longer posts, like blogs
Nice UI, even nicer photo tools
Hashtags that work
Link back to your site (SEO!!!)
Google+ Example: Brock Built
Google+ visitors stay on BrockBuilt.com longer than any other traffic source
Higher conversion rate than site average
?s
Chad DavisNAHB
1201 15th Street, NWWashington, DC [email protected]@ChadTech
Speaker Contacts:
Head Shot
Jamie GorskiThe Bozzuto Group
7850 Walker DriveGreenbelt, MD 20770 [email protected]
Head Shot
Carol MorganmRELEVANCE, LLC
50 Shotgun RoadCartersville, GA [email protected]