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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
Speaker Contacts:

Chad Davis

Jamie Gorski

Carol Morgan

NAHB

The Bozzuto Group

mRELEVANCE, LLC

Head Shot

1201 15th Street, NW
Washington, DC 20005
202.266.8328
cdavis@nahb.org
@ChadTech

Head Shot

7850 Walker Drive
Greenbelt, MD 20770
410.279.5851
jgorski@bozzuto.com
@jamiegorski

50 Shotgun Road
Cartersville, GA 30121
770.383.3360x20
carol@mrelevance.com
@AtlantaPR
#IScreamSocial
#IBSVegas
What We’ll
Discuss Today
And What We
Aren’t
State of Social Media 2014
Major Social Media Themes (2014)
 Images
 Content
 Pay to Play
 SEO
 Mobile
Images: The Rise of Visual Content
our brain process images 60,000X faster than text.
hy?
 Cognitive
 Emotional
Graphic
 Memorable Description

Textual Description
A curved line with every
point equal distance from
the center
Content: Original and Curated
riginal Content
 Showcases your expertise
 Exhibits your character
 Makes your brand more human

urated Content
 The power of affiliation and inference
 Exhibits your character
 Makes your brand more human
Pay to Play
But social media is free,
right?
Opportunity costs have
always existed here
Facebook, Twitter,
LinkedIn all have ad tools
now
SEO: Finders Keepers
he ultimate, long-term goal of the web search engine is to
deliver the web *you* want *before* you want it

ocial data in search incorporates the likes and dislikes of
your tribe

aving 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

oogle Analytics Lead
Conversion and Goal Tracking

– 2% of website traffic coming
from social sites to contact us
form
State of Social Media 2014
Blog:
Traton Homes
Blog 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
State of Social Media 2014
State of Social Media 2014
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 Facebook
ngaging your ‘tribe’
 Share industry
news
 Put a ‘face’ on
your company
 Be a part of the
community
isual identity
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
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
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 Pinterest
 Easier to get started
 Modest analytics
 Ad-free (for now)
 Showcase your work
– in detail
 Showcase the work of
your partners
 Get feedback
 Publicly collect ideas
for future projects
 Post more than just
house pics
Pinterest Dos
 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 Example: Keystone Custom
Homes
28 participants/new boards created by
pinners
09 new overall followers
92 followed Pin-N-Win board
ncreased engagement
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
The State of Twitter 2014
 Focus on images
 46% of Twitter users check
their accounts daily
 29% check multiple times
 But…
 230M+ tweets a day
 40% of accounts are just
consuming, not engaging
 Customer service
Why We Like Twitter
ore like a broadcast platform than a social network
 Can magnify other social accounts
 Share industry news, company news & staff kudos

reat source of industry/competitor research
 Brand monitoring

reat for Customer Service
Twitter Example: Construction
Resources
Respond quickly
Conversational yet
authoritative tone
#KBTribeChats for B2B
Conversations
Cross-post from imageheavy sites
Build event buzz
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
Vine
A Twitter hatchling
6 second videos
Edited on the fly
The future of
communication?
State of Social Media 2014
The State of Instagram in 2014
ought by Facebook
50M MAUs (Jan. 2014)
7% of users check daily
5% check multiple times
ight behind Twitter
Why We Like Instagram
asy to use, share
 Link to Facebook,
Twitter, Tumblr
 Use hashtags

ou brand’s story, visually
 Filters
 Videos (up to 15
seconds)
Instagram Example
&A Homes (@sahomebuilder)
 Launched August 2013
 42 followers in first 15
weeks
 101 following
 Multiple likes per post
 Posting two times per
week
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
State of Social Media 2014
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+
EO

EO

EO

id we mention, SEO?
Why We Like Google+
ow opportunity cost

an make longer posts, like blogs

ice UI, even nicer photo tools

ashtags that work
Google+ Example: Brock Built
 Google+ visitors
stay on
BrockBuilt.com
longer than any
other traffic source
 Higher conversion
rate than site
average
State of Social Media 2014
?s
Speaker Contacts:

Chad Davis

Jamie Gorski

Carol Morgan

NAHB

The Bozzuto Group

mRELEVANCE, LLC

Head Shot

1201 15th Street, NW
Washington, DC 20005
202.266.8328
cdavis@nahb.org
@ChadTech

Head Shot

7850 Walker Drive
Greenbelt, MD 20770
410.279.5851
jgorski@bozzuto.com

50 Shotgun Road
Cartersville, GA 30121
770.383.3360x20
carol@mrelevance.com

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State of Social Media 2014

  • 1. 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
  • 2. Speaker Contacts: Chad Davis Jamie Gorski Carol Morgan NAHB The Bozzuto Group mRELEVANCE, LLC Head Shot 1201 15th Street, NW Washington, DC 20005 202.266.8328 cdavis@nahb.org @ChadTech Head Shot 7850 Walker Drive Greenbelt, MD 20770 410.279.5851 jgorski@bozzuto.com @jamiegorski 50 Shotgun Road Cartersville, GA 30121 770.383.3360x20 carol@mrelevance.com @AtlantaPR
  • 7. Major Social Media Themes (2014)  Images  Content  Pay to Play  SEO  Mobile
  • 8. Images: The Rise of Visual Content our brain process images 60,000X faster than text. hy?  Cognitive  Emotional Graphic  Memorable Description Textual Description A curved line with every point equal distance from the center
  • 9. Content: Original and Curated riginal Content  Showcases your expertise  Exhibits your character  Makes your brand more human urated Content  The power of affiliation and inference  Exhibits your character  Makes your brand more human
  • 10. Pay to Play But social media is free, right? Opportunity costs have always existed here Facebook, Twitter, LinkedIn all have ad tools now
  • 11. SEO: Finders Keepers he ultimate, long-term goal of the web search engine is to deliver the web *you* want *before* you want it ocial data in search incorporates the likes and dislikes of your tribe aving a presence in social directly correlates to higher rankings in search
  • 12. Mobile: Left to Our Own Devices
  • 13. Mobile: Left to Our Own Devices
  • 14. Converting Social Media to Leads oogle Analytics Lead Conversion and Goal Tracking – 2% of website traffic coming from social sites to contact us form
  • 16. Blog: Traton Homes Blog 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
  • 19. 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
  • 20. Why We Like Facebook ngaging your ‘tribe’  Share industry news  Put a ‘face’ on your company  Be a part of the community isual identity
  • 21. Facebook Example: S&A Homes  This or That Tuesdays – views exceed 400  (vs. avg reach of ~115)
  • 22. Facebook Example: Ga Home Foreclosures  Opt in List Building  Collect Information  Contact them outside of Facebook
  • 28. 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
  • 29. Why We Like Pinterest  Easier to get started  Modest analytics  Ad-free (for now)  Showcase your work – in detail  Showcase the work of your partners  Get feedback  Publicly collect ideas for future projects  Post more than just house pics
  • 30. Pinterest Dos  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
  • 31. Pinterest Example: Keystone Custom Homes 28 participants/new boards created by pinners 09 new overall followers 92 followed Pin-N-Win board ncreased engagement
  • 35. The State of Twitter 2014  Focus on images  46% of Twitter users check their accounts daily  29% check multiple times  But…  230M+ tweets a day  40% of accounts are just consuming, not engaging  Customer service
  • 36. Why We Like Twitter ore like a broadcast platform than a social network  Can magnify other social accounts  Share industry news, company news & staff kudos reat source of industry/competitor research  Brand monitoring reat for Customer Service
  • 37. Twitter Example: Construction Resources Respond quickly Conversational yet authoritative tone #KBTribeChats for B2B Conversations Cross-post from imageheavy sites Build event buzz
  • 41. Vine A Twitter hatchling 6 second videos Edited on the fly The future of communication?
  • 43. The State of Instagram in 2014 ought by Facebook 50M MAUs (Jan. 2014) 7% of users check daily 5% check multiple times ight behind Twitter
  • 44. Why We Like Instagram asy to use, share  Link to Facebook, Twitter, Tumblr  Use hashtags ou brand’s story, visually  Filters  Videos (up to 15 seconds)
  • 45. Instagram Example &A Homes (@sahomebuilder)  Launched August 2013  42 followers in first 15 weeks  101 following  Multiple likes per post  Posting two times per week
  • 51. 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
  • 52. Why We Like Google+ EO EO EO id we mention, SEO?
  • 53. Why We Like Google+ ow opportunity cost an make longer posts, like blogs ice UI, even nicer photo tools ashtags that work
  • 54. Google+ Example: Brock Built  Google+ visitors stay on BrockBuilt.com longer than any other traffic source  Higher conversion rate than site average
  • 56. ?s
  • 57. Speaker Contacts: Chad Davis Jamie Gorski Carol Morgan NAHB The Bozzuto Group mRELEVANCE, LLC Head Shot 1201 15th Street, NW Washington, DC 20005 202.266.8328 cdavis@nahb.org @ChadTech Head Shot 7850 Walker Drive Greenbelt, MD 20770 410.279.5851 jgorski@bozzuto.com 50 Shotgun Road Cartersville, GA 30121 770.383.3360x20 carol@mrelevance.com

Editor's Notes

  1.  Facebook, Twitter, Pinterest, Apartment Ratings, Yelp, Google+ Local. These are the social media sites that we are most actively using. Of these, Facebook and Apartment Ratings are our biggest focus. People are social by nature, and this behavior of interacting with others is what drives social media. I define social media as any online media that allows or encourages two way conversation. If you can like it, comment on it, rate it, review it, share it, it’s social media! This includes FB, Twitter, blogs, forums, review sites, news sites that allow comments, etc. http://mashable.com/2014/01/27/social-media-marketing-2014/?utm_cid=mash-prod-email-velocity-alert&utm_source=newsletter&utm_medium=email&utm_campaign=velocity&utm_emailalert=viral
  2.  Facebook, Twitter, Pinterest, Apartment Ratings, Yelp, Google+ Local. These are the social media sites that we are most actively using. Of these, Facebook and Apartment Ratings are our biggest focus. People are social by nature, and this behavior of interacting with others is what drives social media. I define social media as any online media that allows or encourages two way conversation. If you can like it, comment on it, rate it, review it, share it, it’s social media! This includes FB, Twitter, blogs, forums, review sites, news sites that allow comments, etc. http://mashable.com/2014/01/27/social-media-marketing-2014/?utm_cid=mash-prod-email-velocity-alert&utm_source=newsletter&utm_medium=email&utm_campaign=velocity&utm_emailalert=viral
  3. Source: Pew Research Center’s August Tracking Survey; 1801 adults sampled between 8/7/13 and 9/16/13
  4. Carol
  5. Your brain process images 60,000 times faster than text. Why? Cognitively: Graphics expedite and increase our level of communication. They increase comprehension, recollection, and retention. Visual clues help us decode text and attract attention to information or direct attention increasing the likelihood that the audience will remember. Emotionally: Pictures enhance or affect emotions and attitudes. Graphics engage our imagination and heighten our creative thinking by stimulating other areas of our brain (which in turn leads to a more profound and accurate understanding of the presented material). Memory: We remember visuals better because they are processed in our long-term memory. Research has shown that unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain a small amount of information. Images, on the other hand, go directly into long-term memory where they are permanently etched.
  6. Source: Cisco Visual Networking Index 2013: http://business-technology-roundtable.blogspot.com/2013/02/global-mobile-internet-data-traffic.html
  7. Note that this is actually *WWW* traffic and not total Internet traffic. Factor in apps and the % is probably higher Source: Statcounter via Mary Meeker’s 2013 State of the Internet Report, as reported by: http://www.businessinsider.com/the-12-most-important-slides-about-mobile-from-mary-meekers-presentation-2012-5?op=1
  8. Source for these stats is the August-September Pew Internet Study http://www.geekwire.com/2013/pew-73-adults-social-media-pinterest-popular-twitter-instagram/
  9. Carol
  10. Apt Community of the Day: 77 H St – 215 Likes, 24.4k people saw the post, 125 Link Clicks, 585 photo views Bonobos: Brand Awareness - 459 Likes, 228 shares, 40 Comments, worked by getting more followers
  11. Women are 4X more likely to be on Facebook than me (Pew Study, Fall 2013) Last year was the first year more online retailers featured ‘pin it’ widgets than featured Facebook “like” widgets http://news.cnet.com/8301-1023_3-57617074-93/facebook-like-losing-retailers-love/
  12. Use the last bullet to transition to the point that the Facebook is still the dominant social platform by the #s
  13. The July social media marketing campaign focused on showcasing the Bozzuto brand and growing its network on Pinterest, We asked participants to create a virtual pinboard called “Bozzuto Brings You Home” and fill it with images that represent just what makes them feel at home. Of the 81 entrants, one winner was chosen to receive a $250 home furnishing gift card. The winner, a resident of The Fitzgerald in Baltimore, referred her friends to The Fitzgerald via RentMineOnline shortly after winning the contest.In total, 81 Pinterest users created pinboards titled “Bozzuto Brings You Home” with a link to Bozzuto.com on their personal Pinterest pages. These boards have a total of 5,037 followers. A combination of emails sent to residents and prospects as well as a direct link on Pinterest resulted in a total of 4,923 website visits. We skyrocketed past our goal of doubling the following of Bozzuto’s Pinterest account with a 308% increase in followers. 26 phone calls, 5 active leads, and one lease resulted directly from the Pinterest campaign.
  14. - Data provided by social sharing service ShareThis shows that for the first time, Pinterest outpaced email to become the third most popular sharing channel in the fourth quarter of 2013. - Q4 of 2013 that shows that Pinterest was the 3rd highest source of traffic for New Village with 1,025 visits to the property website.
  15. Sources: Pew Internet Study, and http://www.huffingtonpost.com/2011/09/08/twitter-stats_n_954121.html
  16. Six
  17. http://instagram.com/press/#
  18. http://simplymeasured.com/blog/2013/05/09/how-top-brands-are-using-instagram-since-the-facebook-buy-study/
  19. MAU source: http://memeburn.com/2013/10/why-yes-google-plus-does-have-users-300-million-of-them/