Social Media - Like, share, got it! What to do with it?

RIBA LectureGuerilla Tactics 2011#GT2011Social Media - Like, share, got it! What to do with it?Simon Brown, &&& Creative &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

A small portion of social media icons.Why in the world is social media soconfusing for brands of all sizes, not onlyto use, but also to talk about? This is partlydue to an almost ridiculous number of networksthat all need to be understood and an inabilityfor social media to measure itself sufficientlyagainst return of investment. Sometimes Iwonder if this has lead to it becoming the web-based emperor’s new clothes of our generation.Everyone wants in, but few understanding therewards or what to do.02 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

A post to Facebook from Google +, November 2011.This post is typical of the situation small brands Like it, share it, got it!now face, snapping up network addresses to We hear this a lot from our clients, then comesprotect their names. Adopting new social media the inevitable barrage of what’s.profiles before they even know what to do with • What network shall we use?them. Best of all the, I like the spelling mistake. • What do we do with it?Unlike any other form of communication social • What if someone says something bad?media has single-handedly connected withour desires for attention & gratification. Mostimportantly it’s reshaping the way people andbusinesses communicate.03 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

Social media is the use of web-based and mobile technologies to turn communication into an interactive dialogue. Wikipedia definition.It is imperative to understand this core principlebefore any of the liking, tweeting or plusing.Social media in all it guises is appropriate forfirms who want to listen, appropriately engage,and most importantly respond.04 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

If you think it’s difficult choosing what network Your choice of networks and how you integrate Useful Linkto use we where hugely surprised by the fact them into your site is key to your success. Facebook Developer - building with open graphFacebook has a Twitter account with over Statistics show the Facebook like button is now Linkedin Developer - Plugins, API’s, Programmes1.5 million followers. Whilst Google + has a not as productive as Facebook comment or and Showcases.Facebook account, with over 45 thousand likes. recommendation buttons. By incorporating a Twitter Resources - Twitter buttons comment or a recommend button into your site a Twitter Developer - Add twitter to your websiteWhat this highlights is that synchronising your user can comment on an article which intern cansocial media is hugely important and that sole appear on your site, your Facebook page as welluse of one network is inadvisable, take a note as the users wall. If you’re an engaging brand itfrom the big players. allows you to communicate directly with your customers, addressing any issues they may face or lets hope, purely accepting their praise.05 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

“Its not what you say, but how you say it”If you take into account that Facebook has 800 By just being at the party doesn’t mean you With the speed that social media moves it is Earlier this year Linkedin developed online jobmillion users. It’s fair to ask, is anyone even will strike up a conversation. Predominantly important to stay ahead of the game, finding applications. Making it easier to attract newlistening? Like most attending this social festival, social networking is word based, its therefore creative adaptations to deliver your message. I employees.you’re not going to be the headliner; you’re important as a brand to build a verbal strategy thought I would give you a few tips.more likely to be in the crowd. By measuring your and until shared links are ordered by interest Search engines are already compiling socialsocial media engagement by likes or followers or importance, rather than chronologically, At the F8 conference this year Facebook media index’s to help deliver relevant content.you will have an unrealistic view of customer repetition could be seen as an effective strategy. announced the introduction of timelines for By engaging with social media you will be rankedengagement. It is far better to view the weekly It also highlights the importance of allocating profiles, although this is not available as yet higher by search engines. The more peoplestatistics provided by most major networks – a enough resources. on company pages. The opportunity to order interact with you, the more relevance you acquiregood external example is Klout.com. They a project or companies history along with and the greater your net footprint.measure your influence or what we refer to as Your strategy should incorporate you becoming customer integration is not far away. This willnet intelligence. an expert in your field; your Net Intelligence see the end of scrolling to older chronologically is what users verify through engagement. ordered posts of which, most people don’t read.Earlier this year Bit.ly, the url shortening service In the future this will be a measurable assetundertook research into the longevity of links to social media. Google + has just started company pages, whichshared across major social networks. Surprisingly diversify from Facebook pages. We predict thatthis proved that after approximately three hours, circles, where companies can organize followers,the response to shared links drastically dropped. will become a place for hangouts. HangoutsBitly Source. being live streamed dialogues, which can be limited to individual circles. From a creative perspective this potentially means leasing with a large team or discussing a new project with a community first hand.06 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

Search result via social mentionIf your in any doubt to whether an architectshould be engaging with social media I wenton Social Mention last night and used the keyword ‘architecture’. Social mention is a site thatdocuments the relevance of keywords across anumber of social networks. Basically it showswhat is being talked about at the point of search.Across all networks architecture scored 34%Strength which I hate to say is 4% higher thangraphic design and 35% Passion which again is15% higher than graphic design. Pretty muchevery 26 seconds someone mentions the keyword ‘architecture’.07 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

I am going to take you through a couple of Boom is a series of residential communities being Their Facebook, Tumblr, Twitter and websiteexample of architectural practices that are built around the world, built with one notion in show quite an innovative way to interact and beengaged with social media. mind, live the life you want. BOOM is creating the part of a community. They pose questions to the most innovative communities around the world audience who’s responses are measured. by offering residents an opportunity to develop their lives beyond the age of 40.08 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

09 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

Trafford Strategic PlanningHelp us by giving your views, opinions andcomments on how you would like to see theborough develop over the next 15 yrs. I thoughtthis was a genius way to research peoples desiresrather than use data sets from a local borough.010 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

ArchitizerYou can see that they have incorporated theComments button into the site which will allowmy comment to be shared in three places,expanding the potential audience. I can thenmake a decision to upload to their photostream,add a team, add consultants or weblinks &articles. Alongside this I can share to a number ofsocial media platforms.011 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

A small portion of social media icons.HokLifeStaff upload regularly via Facebook, Tumblr,Youtube, Vimeo and Delicious. It’s a way forthem to get their thinking out there. It clearlydemonstrates the importance of personality andpeople behind a brand. Although architecturehasn’t adopted this model universally it clearlyworks, especially considering the typical lengthof an architectural projects.012 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

Build your Net Footprint by spreading your contentand making it easy for others to do the same.By Communication through interactivedialogue your Net Intelligence will increase.The reward will be Net Credit, this willin the future drive business.Social media is not all about profiles. API’s as well - witter @anywhere will allow you to pull in T Social media networks are parodies of real lifeas App’s are becoming the standard solution specifically tagged posts. &&& regularly uses social scenarios, engage with them appropriatelyallowing you to use networks resources. With this on its homepage to trend about current and they will pay dividends. This is a sociala little creative thinking you can quickly see the topics of interest. environment so be personable.advantages.- Flickr could serve all you images to your website.- umblr could power your blog, allowing T uploads via mobile phones- Facebook app rather than a page could add A extra functionality to your site- Publishing your Spotify play list gives an insight to your studio.- outube or Vimeo could host all your videos, Y this will allow ease of sharing013 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com studio@andandand.co.uk

Social Media - Like, share, got it! What to do with it?

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Social Media - Like, share, got it! What to do with it? Presentation Transcript