Architects Using Social Media: Kansas City AIA Chapter

AIA Kansas City Blogging, Linking, Twee.ng, and Liking Social Media Makeovers for Architects Cindy Frewen, Wuellner FAIA PhD Shelly Kramer, V3 Integrated Marke.ng

Understand The Web of Today Today’s Website

Learn this, Live it …Is Your Client…

Social Media Why bother? 93% of people expect companies to have a social media presence

Primary Social Media Objec.ves 27% 28% Brand Other Awareness Customer Acquisi.on Customer Growth 19% & Loyalty 25% Source: 2010 COLLOQUY & DMA Social Media Study

People has over 640 million registered users

Largest Business Network in the World

More than 80% of companies use social media for recruitment are using LinkedIn Source: Jobvite Social Recruitment Survey, via Erik Qualman’s Social Media RevoluRon Video

People has over 200 million accounts Over 75 million tweets per day

of users across all social media plaUorms are 18 to 50 years of age

35 years or older 65% are 35 to 54

We’re a Wired Bunch – And We Par.cipate in Social Media 51 % Higher Email

A blog is social media. Not just another place to push out yourmarketing message

Why This Matters….

TraditionalMarketing DigitalMarketing

Traditional Marketing Print Ads Television Ads Cold Calling Trade Shows Email Blast

What Is Digital Marketing? Blogs Ebooks White Papers Videos SEO Social Media Webinars Feeds, RSS

Inbound Marketing is More Effective Outbound Ave. Cost Per Lead Inbound is $332 60% lower per lead Inbound Ave. Cost Per Lead $134 Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Search EnginesVideo

is the second largest search engine next to Google with 490 million unique users per month

Finding New Clients is one of everybusinesses’ greatest challenges New Study by Bredin Business Information

Tactics to find new customers 2010 2011 Website 51% 85% Search 38% 74% Video 20% 54%Source: New Study by Bredin Business Information

Tactics to find new customers 2010 2011 Coupon Oﬀers (Groupon) - 53% Mobile - 49% Twi]er 27% 50% Facebook 43% 65%Source: New Study by Bredin Business Information

Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Company Blog 46% LinkedIn 41% Facebook 44% Twitter 41% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

First Step – Know Thy Website •  Analyze Site Traffic •  Do Your Keyword Research •  Stalk the Competition •  SEO Content For Your Site

Now,where’s the #$@*% ROI?

The Key is BENEFITS ort vs. Long Sh Financ ial vs. n-Fina ncial No

Before ROI, You Get This•  Increase in site traffic•  Increase in time spent on site•  Views of a specific landing page, blog post or offer•  Increased follower/like/friend base•  Increase in Share of Voice•  Increase in Positive Sentiment (this means they like you) (more)

And the Payoff …•  Increased revenue•  More leads•  Shorter sales cycles•  Lower customer acquisition costs•  Lower customer service costs•  Lower customer retention costs (Are You Happy Yet?)

ScorecardFinancial Have Revenue/Profits increased? Financial Have Costs decreased? Have consumer attitudes about Brand the brand improved? RiskManagement Better prepared to find/respond? Has the company enhanced Digital it’s assets?

“It is not the strongest of thespecies that survives, nor themost intelligent that survives.It is the one that is the mostadaptable to change.” - Charles Darwin

DeviceFailure Any Kind of Actual Work

Creators 23% • Blog • ArRcles • Tweet • Comments • Videos/Audio • Plus I save – research

Creators CriRcs Collectors Joiners Spectators InacRves

A growth delicious process Following bookmarks me? URBANVERSE FB BLOG Lets blog oﬀ friends Ideas/ info futrchat ebooks APF @urbanverse 2005 2009 2007 2011 SMCKC University Web -‐ LinkedIn webinars cas.ng of You-‐ Twes.val Slide-‐ Houston share tube

Lead CareKnow LovableA Lot You’re Alive

Living Building/CiRes Challenge Charity: Water Architecture for Humanity DR GRIST Lead Yurbanisms Arieﬀ Care Modenus Kaid at NRDC Know Life of an Architect LovableGenslerOn A Lot You’re Alive

Here Are Some Examples of GREAT Blogs Living Building/CiRes Challenge

Architecture for Humanity

Charity: Water

Yurbanisms

More Blog examples… DR GRIST Arieﬀ Kaid at NRDC GenslerOn Modenus Life of an Architect

What to blog… ? ? …or tweet

What do you want to read? Write about that!Who do you want to read your Blog? Write about things that are helpful + interesting to them!

Be Real

Be Relevant

Be Useful and useable

Be Consistent, Active

Be Nice

Be Careful with Humor

Be Smart and Creative

Modern Workplace Design To be Engaged

Livable CiRes Work Smarter Leisure By DesignExperts

Architecture Design Sustainability CiRes

Architecture Design Sustainability CiRes HOK Happening

Architecture Design Sustainability CiRes HOK Happenings

Interior Design Products Before/Ager

Interior design Kitchens Baths Travel Products

Architecture Design Community Humor Life As An Architect

Architecture Social Causes Technology Research PoliRcs Futures

CiRes Architecture Design Sustainability Futures Social change

CiRes Architecture Sustainability Futures Design Social Change Urbanism

Diﬀerent Ways to Tweet the Same Thing: 1.  Researcher: Case Study: San Francisco’s Plan Turns 25 #ciRes 2.  Urbanist: SF’s plan created bejer public spaces and streets. #urbanism 3.  Designer: San Fran’s a cool town b/c they cared enuf to create a brilliant long term plan. #design 4.  Urban Stats: SF has 2 million more people than when they completed their last plan in 1986. #stats #urbandata 5.  PreservaRonist: SF’s plan save the city’s culture. #historicpreservaRon 6.  ConversaRonalist: What did SF’s plan do for you?

hjp://scribbles.woobius.com/want-‐your-‐own-‐company-‐app

Thank you for your time and attention! Cindy Frewen http://urbanverse.posterous.com @urbanverse Shelly Kramer http://V3im.com @shellykramer

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Architects Using Social Media: Kansas City AIA Chapter

by Shelly Kramer on Jul 31, 2011

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Architects Using Social Media: Kansas City AIA Chapter — Presentation Transcript