Presentation Highlights from:
Social Media: How to Use it;
Why You Can’t Ignore It
by David Nelsen
• It’s a “World of Mouth” on the Internet: Build
and protect your reputation online
– Know what current and former employees are
saying about you on Glassdoor.com
– 8% of customers believe you; 78% believe what
your customers say.
Social Media: How to Use it; Why You
Can’t Ignore It
21 Ideas to capitalize on the power of social media and create value:
1. Apply QR Codes
2. “PIE” + authenticity
3. Run an IdeaExchange
4. Set-up Google alerts
5. Tune in with Twitter search
6. Yammer or Chatter
7. Video your happy customers
8. Website: WordPress (responsive)
9. Read a blog & comment
10. Subscribe to something
11. Write a blog
Social Media: How to Use it; Why You
Can’t Ignore It
21 Ideas to capitalize on the power of social media and create value cont…:
12. Keywords - Google & Alexa
13. Set a social media policy
14. GetSatisfaction for support
15. Compare your site - 4 tools
16. Make a Facebook fan page
17. Use Google+
18. Join LinkedIn & Groups
19. Create a Ning network
20. Crowdsource a design
21. Transform your monologue (email, blasts, newsletters, ...) into dialogue
Social Media: How to Use it; Why You
Can’t Ignore It
Ten Steps for Developing Your Social Strategy:
1. Objectives
2. Competitive analysis
3. Target audience(s)
4. Keywords
5. Value creation strategy
6. Platform and frequency
7. Content sources
8. Budget (time & $$) and owners
9. Promotion (awareness) initiatives
10.Measurement plan
Insight from HOUZZ
by David Mayer
A community of more than 20 million homeowners,
home design enthusiasts and home improvement
professionals—across the country and around the world.
Stats
• 20 million+ monthly unique users
• 450,000+ active home remodeling professionals
• 3 million+ photos uploaded by remodeling and
design professionals
• 150,000+ reviews with five-star average for the
Houzz App
Insight from HOUZZ
by David Mayer
All segments of the industry need to be on Houzz.
It’s about brand exposure. But don’t take our word for it. Listen to the video
below as real business owners talk about increased exposure for their
products translating into more sales.
Insight from HOUZZ
by David Mayer
2014 Houzz & Home Survey
• Largest survey of residential remodeling and decorating
activity ever conducted with early 200,000 respondents
globally
• Robust sample sizes yielded detailed data at the national,
regional, and metropolitan area levels, which Houzz used to
examine differences in priorities, plans and budgets among
Houzz users across the United States
• In addition, this year’s study examines the connection
between the housing market and building and remodeling
plans, as well as the differences between Millennials and
those in other age groups.
Insight from HOUZZ
by David Mayer
Findings from the 2014 Houzz & Home Survey
• U.S. homeowners optimistic about local housing markets,
home values
• Remodeling trumps moving, except for Millennials
• Optimism about the housing market fuels renovation
• Finding products a bigger challenge than funding renovations
• Bigger isn't better
• Hiring professional help
Download at: http://info.houzz.com/rs/houzz/images/Houzz%26Home2014_U.S..pdf
Insight from HOUZZ
by David Mayer
Questions about creating a profile or enhancing
an existing one?
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•
•
•
•
•
•
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How do I organize my Projects?
How do I make my photos more discoverable?
How do I add the Houzz tab to my Facebook page?
How do I complete my profile?
How do I thank my clients for their review?
How do I request reviews?
How do I get Houzz Decals for my business?
How do I upload photos?
Have a more questions or want one-on-one help with your profile? Contact us.
The Economic Outlook
by John Paul Soltesz
The Economic Outlook
by John Paul Soltesz
Home ownership a luxury purchase?
The Economic Outlook
by John Paul Soltesz
That monster lurking in the shadows is not as
scary as we had expected…
The Economic Outlook
by John Paul Soltesz
“all signs show that demand is ready to burst” – 2010
“all signals indicate that demand is ready to pop” –2011
“all metrics forecast that demand is ready to explode”
–2012
“no comment” –2013, 2014
Same old story…
Improving equity positions
=Market Value-Mortgages
Source: US Federal Reserve
If demand ever kicks in, watch out!
Housing Starts, 10 year averages
Room
To
Grow
60%+
SAAR
Sources: US Census Bureau, Haver Analytics
Still below average and slowing
Permits, completions also down
893
SAAR
Sources: US Census Bureau, Haver Analytics
Remodeling still growing, less strong
6.2 is bad. For an earthquake.
Sources: Haver Analytics, Bureau of Labor Statistics
But….(there’s always a but)
Participation Rate
=
Labor Force
/ Non-institutional Population
(Those employed
+
Those seeking work)
(16+)
Participation rate
6
200,000+
consecutive months of
jobs added to payrolls
for the first time since
1997
Source: Bureau of Labor Statistics
Home Ownership Rate
64.8 in
Q1
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
by Mike Michalowicz
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
Disruption only takes 5% change…
Determine your disruptive strategy to differentiate your
business & reach your sweet spot.
1. The E.S.T. Strategy: Be the obvious fast(est), cheapest(est),
quick(est), and the not obvious slow(est), strange(est),
funni(est), weird(est).
Ex: Crocs exploded to growth by being the Strange-EST;
Southwest Airlines is the Cheap-EST; Apple dominates on
being the most Innovative-EST; McDonald’s is the most
Convenient-EST.
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
2. The X-Factor (Leap Frog) Strategy: 10x different; lead in
quality, convenience, price
Ex: Local video store->Blockbuster->Netflix->Redbox
3. The Blend Strategy: Take 2 disparate industries and mix the
best parts (circus with acrobats but no animals).
Ex: Cirque du Soleil
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
4. The Forgotten Exposure Strategy: A lot of effort is made to
attract business; you have the opportunity to redirect phone
numbers; websites, email addresses of competitors who’ve
closed.
5. The Disruption Strategy: Intentionally cause confusion or
disruption to a process that has always been done a certain
way. Can be done with minimal/no budget.
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
6. Journalist Strategy: Encourage people to share stories about
your industry. Everyone loves to see their name in writing.
7. Office Whisper (Gossip) Strategy: Emulate the news. What’s
the one statement that will keep your customer coming back?
Remember: Unexpected appearances cause speculation and
discussion. Start a secret with your customers.
8. Cost Shift Strategy: Charge more for overall savings. Best
when customers pressure on price. Let your perceived value
allow for higher prices. Ex: No longer a “chimney sweep”
but a safety expert who focuses on chimneys.
DIFFERENT: A Lesson in Marketing:
Better is not Better. Different is Better.
9. Unexpected Partners Strategy: Find a link to a partner that
you may not have considered. Ex: holistic provider partnering
with chiropractor.
10. The Labels They Give You Strategy: You are what they say
you are. Use their vocabulary. Ex: The Geek Squad; the TV
show, Dirty Jobs.
11. The Worst is Best Strategy: We are drawn toward the bad.
Have testimonials coming in; ask for the worst in the best way.
Sports, Business & Life
by David Cook
Performance = Potential – Interference
You overcome interference with mental toughness,
gained when you:
1. Choose to Embrace Pressure.
– That is our greatest competitive ally. You simply need to
control it.
2. Practice for Emergencies
– Know your response to difficult situations by planning for
them in advance
Sports, Business & Life
by David Cook
3. Paint the Masterpiece
-- Imagine the putt sinking, the pass connecting, the deal
struck, the cup held high
4. Trust your Talent
– Don’t underestimate what got you in the game to begin
with.
5. Be Persistent
– Practice makes perfect