Architectural social media
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Architectural social media

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I was asked to give a brief overview of social media marketing services and how it can be applied within the architectural community to help create more awareness and interactions

I was asked to give a brief overview of social media marketing services and how it can be applied within the architectural community to help create more awareness and interactions

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  • Critics always ask “why bother?” when they see Frank Gehry’s works. The same is asked when it comes to social media.
  • It’s a different consumer landscape w/regards to our ability to stay connected, get info from brands & push our content to consumers.http://www.informationweek.com/articles/229401208?cid=RSSfeed_IWK_AllEconsultancy, July 2009http://www.insideview.com/images/social-media-infographic.png
  • Who uses it? http://www.informationweek.com/articles/229401208?cid=RSSfeed_IWK_AllEconsultancy, July 2009http://www.insideview.com/images/social-media-infographic.png
  • Besides everyone? Who are these people and why are they significant?
  • By the #’s – Who uses FB?16 hrs/mo; 130 friends; 8 friend requests/day; 200mm mobile visits/day; 40 visits/mo; 23 minutes per visit; connected to 80 pagesImagine connecting with these people, interacting with these people & having them help spread the word for your brand?
  • Why should we pay attention to these users? Why is it important?More active, use reviews/ratings, share content more frequently & considered influencers among their peers
  • Can it work for an architectural/engineering company?You have a story to tell; image based; process orientated; end product becomes a physical part of the community – why not include them in on the process?Old school: Put up a sign – Coming Soon. New School: Digital marketing involvement before, during & after – and beyond that.
  • Build trust: Industry insights, award winning designs, cutting edge solutions – become the expert in your segment – be a valuable resource.Example: ADUSA Blog – if a car dealership can build trust, develop deeper relationships and maintain a 98% customer satisfaction rating in just 5 years, imagine what a group of professionals in your industry can accomplish?
  • Build engagement: New FB questions features; ask for feedback on designs, use FB events to promote upcoming events
  • Add customer service and CRM functionality to your FB page. Get Satisfaction & Fan AppzSocial feedback sources can often provide a different style of feedback – more personable, more relaxed, more direct.
  • Add customer service and CRM functionality to your FB page. Get Satisfaction & Fan Appz
  • This is your chance to level the playing field. Here’s four examples– regarded as some of the most innovative architectural companies in the world. Just not within the Social Media space. Yet.
  • 4 examples of Architectural firms (trying to use) Facebook Pages
  • Why should we pay attention to these users? Why is it important?
  • Why should we pay attention to these users? Why is it important?
  • Why should we pay attention to these users? Why is it important?
  • Postling
  • Why should we pay attention to these users? Why is it important?FB Insights example
  • Why should we pay attention to these users? Why is it important?FB Insights example
  • Change the way Coming soon signs are used – connect beyond the sign itselfExample of a NYC Building permit using QR CodesPic of a QR CodeExample of a new project – BEFORE it even started. Building in NYC slated to be demolished used QR codes to connect with the local community about the project, the firms involved and keep them posted throughout the life of the project. Perpetual marketing/PR channel.
  • Photo sharing is the most engaging content form among SN’s – 34% higher than videoTell your stories with image sharing services; apps make it efficient – add your additional networks for deeper sharing & reach.
  • Creative solutions to make your brand stand out: Foursquare, photo sharing, augmented reality, shoudio (recorded tours) Tour WristOver 3000 check-ins on RIT’s campus.
  • Example of Audio-location aware service: Broadcaster – Mathew Broderick shares audio tours of Bryant Park, pointing out historical elements, architectural facts and local flavor.Creative solutions to make your brand stand out: Foursquare, photo sharing, augmented reality, shoudio (recorded tours) Tour Wrist
  • Creative solutions to make your brand stand out: Foursquare, photo sharing, augmented reality, shoudio (recorded tours) Tour WristUsing this technology - Netherlands Architecture Institute created their own extension of the app, using their API, to help people find info on existing or soon to be built buildingsOpens the door for sales, PR & promotional events when tied together with architectural, engineering and development efforts – opens a whole new spectrum of digital marketing opportunities which never existed before.

Transcript

  • 1. Social Media Concepts
    For the Architectural/Engineering Community
    Passionately powered by: Eric Miltsch
  • 2. Most Common Questions
    Can it help my business?
    Who uses it?
    Where do I start?
    What do I do?
    How much time do I spend?
  • 3. Why Bother?
  • 4. Connected Consumers
    20% of websites visits from SM
    Companies who blog: 55% more website traffic
    Social sites visited by 75% of global online consumers
    Social Media: bigger than email & mobile combined by 2014
  • 5. Look To The Leaders
    65% use Twitter
    54% are on Facebook
    50% post videos to YouTube
    79% use at least one SM site
    20% use all of them
  • 6. Why Are These Users Important?
  • 7. Facebook Users - by the numbers
  • 8. Why Connect With Them?
  • 9. Can social media work for your business?
  • 10. Be A Trusted Industry Resource
  • 11. Create Engagement
    FB Questions
    Blog Feeds
  • 12. Add Customer Service Functions
    Get Satisfaction
  • 13. Add Customer Service Functions
    Fan Appz
  • 14. Who’s Doing Social? (Trying to?)
  • 15.
  • 16.
  • 17.
  • 18.
  • 19. Listen – Measure - Track
    Postling.com
  • 20. Listen – Measure - Track
    Facebook Page Insights
  • 21. What’s Next?
    Tell a Story. Make People Say “Wow!”
  • 22. Connect. Creatively.
    QR Codes
  • 23. Creativity Stands Out. Always.
    Photo Sharing Services
  • 24. Location Based Services
    RIT
    College of Applied Science and Technology
  • 25. Location Aware Services
    Audio Engagement
  • 26. Cutting Edge Creativity
    Augmented Reality
  • 27. Thank You.
    Questions?
  • 28. Connect With Me…
    Eric Miltsch
    ericmiltsch@gmail.com
    @emiltsch
    Internet Director
    AuctionDirectUSA.com
    @AuctionDirect