Social Media Marketing For Residential Architects


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The impact of social media on marketing Architectural Services and strategies for Architects using Facebook, Twitter, & LinkedIn.

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  • My work is based on the principle that technology is sometimes so powerful that it transforms a culture. This transformation creates opportunities for your architectural firm to tap into the power that grows between technology and your clients. By setting up an action plan for Social Media use, you will be able to engage and connect with your community while creating lasting business value.
  • We’ll discuss what Social Media is… who’s using… what professionals are using it for… and why this matters to you, the residential architectWe’ll then look at the big three – and breakdown the marketing value they offer architects, as well as, actionable steps & strategies to get involved in the conversations
  • It’s important to know that “Social Media” is a very broad UMBRELLA term… and can mean different things to different people – depending on how they are using it.At its core, Social Media is the millions of conversations taking place online every day, ALL DAY.Social Media acts as a way to personalize the relationship that people have with online experiences.
  • Unlike many forms of “Traditional” broadcast or mass media (such as TV, Radio, Print)… Social Media is a two-way conversationIf you’re not engaging your customers in this way, know someone else is – so join in on the conversation
  • Mintel Report on Social Networking in the US
  • How do you market your architectural services? Do you rely on WOM?
  • CONSIDER DROPPING THIS….Parker Tradeshow Example… Explain what they do (25-years)…New Site Launched MARCH 1st… leading into the first 2010 show on the Weekend of the 19th (two-weeks ago)Analytic monitoring and tracking was setup to measure site activity and performanceDay before even… the site traffic peeked, increasing 500%Event begins on Friday… site traffic increased by 1400%A further look into the site tracking revealed that FACEBOOK was the #1 traffic referring site during event weekend – it accounted for 56% of total referred traffic (this is non-direct)Craig and Margaret Parker, returned with video on their iPhones documenting the flood of buyer traffic – it was their most successful show (in terms of buyers) that they have had in years…What’s amazing is that this was ALL WORD-OF-MOUTH advertising, sent out over the course of the event… the company has not put any attention into Facebook – it was all generated by attendees recruiting new buyersWe now know were to shift our focus when marketing to BUYERS for the next trade show in MAY
  • It’s vast… The question you should ask yourself is… where are your customers gathering to have conversations?
  • Facebook leads the pack among all Social Networking sites.
  • Unlike groups, which focus on organizing around topics or ideas, Facebook Pages “allow entities such as public figures and organizations to broadcast information to their fans.” If you are looking to set up your company’s “official Facebook presence” you would opt for Facebook Pages.This is a place to engage with your fans and customers…
  • SEO
  • Use LinkedIn as a tool for connecting with other business professionals.
  • Use LinkedIn as a tool for connecting with other business professionals. It allows users to um up their professional achievements, and network with other prospective clients, current and previous colleagues, employers, and possible business partners
  • Use LinkedIn as a tool for connecting with other business professionals.
  • Use LinkedIn as a tool for connecting with other business professionals.
  • Use LinkedIn as a tool for connecting with other business professionals.
  • Little syndicated nuggets of information… never the whole story, just a head-line and an invitation to get more information.
  • These Re-Tweeters are wanting to “Be in the know”… so THEIR followers will see them as knowledge leadersThis is building the relationship with their followers and providing their followers with relevant informationVALUE has been EXCHANGED
  • My Re-Tweet provided FEEDBACK for the original poster… There was still a VALUE exchangeOverall Twitter offers a significant social value exchange with minimal effortHowever, the learning curve is higher and identifying the value exchange may be less obvious than on other platformsS. CLAIRE CONROY (Out of Washington, D.C)
  • OBJECTIVES – Select specific objectives and goals when engaging Social Media networks… Are you looking to increase youexposure? Are you looking for new business? Do you need to improve your reputation or authority as an industry leader? Are you looking to recruit staff? It is important that the objectives be clear from the beginning because they will drive your message.REACH – Think about who you want to reach… Write down a list of the types of people or companies you want to interact with and be clear what messages you want to get across to them. But remember! Social Media is all about two-way interaction, so you can’t fully control any conversation. However, having a clear idea of what you want to communicate at the start will be useful to your strategy.WHO MANAGES – Identify who should be responsible for running Social Media activity… Should it be a team effort or can one person take the responsibility? Please remember, not all conversation on Social Media is positive… so you will need someone who can deal with any negative comments on behalf of your company.WHICH PLATFORM – The model I recommend to Architects is a combination of (1) a company blog, (2) Twitter, (3) LinkedIn, (4) and Facebook… all with links back to your main website and using YouTube and Flickr as necessary. Similar to other marketing efforts, they ALL need to be integrated for best results. There are tools to help streamline managing the various platform activities… for example Twitter updates can appear on your Facebook profile and Wordpress blogs can be embedded into LinkedIn profiles. There are a number of other FREE 3rd party tools to help you manage your Social Media strategies, feel free to contact me for a list of those.METRICS – Define success… Include both qualitative and quantitative… # fans, # followers, # friends… # back links, Traffic increase to site, blog subscriptions…If Social Media is part of your marketing mix, it can increase the effects of your other marketing efforts
  • It should part of your marketing mix, and helpcomplement your other marketing efforts
  • Get on board… if only for the SEO!!!
  • DOCUMENT PROJECT - Create videos or photos that document a project you're working on and let your client show the link to friends. Use a combination of Twitter and a blog to keep a running record of your project from CONCEPT to COMPLETION. Frequent communications can keep people coming back for more, give potential clients an inside peek at your process and document your project’s lifecycleEXPERT – Create a Facebook group for a local neighborhood and begin gathering and posting information about the history of its planning and architecture. The project will grow over time, develop a local following and establish your firm as the place to turn for design in the area.AIA QUESTIONS - OWN A TOPIC – Is there a topic that you or your team is interested in? Is it a hot button issue and frequently mentioned in the news? If so, it would be a great topic for a blog post or may warrant a Facebook Group… it may even land you addition PR points from writers and publishers looking for content and stories to publish. Relevancy is gold in Social Media and online marketing.RECRUIT – Although hiring might not be on the top of everyone’s list right now, talent people are out there and your firm will eventually need them. Develop social media experiences and content that would be appealing to a potential new higher. This could include insight into your firm, your people and your projects.
  • BE HUMAN – Each platform has its own unique code of conduct and social etiquette. Now… It doesn’t take long to figure them out… and if you’re already familiar with these platforms you probably already know them. If these platforms are all new to you… I recommend you spend some time listening before contributing.This is permission-based marketing… and it should not be a form of interruption – people will be quick to shut you out. Manage your relationships with care.
  • BOTH FORMS – have the capability to reach small or large audiences; for example, either a blog post or a television show may reach ZERO people or MILLIONS of people. The important differences to be aware of…. areREACH – both traditional and social media provide scale and enable any architectural firm to reach a global audienceACCESSIBILITY – the means of production for traditional media is typically owned by another company; social media tools are generally available to anyone at little or no cost (You become your own publisher)USABILITY – the process of producing traditional media typically requires specialized skills and training. Most social media does not, so anyone can operate the means of productionRECENCY – (I feel is most important), the time lag between communications produced by traditional media can be long (days, weeks, or even months) compared to social media (which is capable of instantaneous responses). However, as more traditional media industries adopt social media tools, this feature may not continue to be a key differences between the twoPERMANENCE – Once traditional media is created, it can not be changed (once a magazine article is printed and distributed changes cannot be made to that same article)… Social media can be altered almost instantly by comments or editing
  • Social Media Marketing For Residential Architects

    1. 1. Marketing for Residential Architects<br />Presented by: Paul West Jauregui<br /><br />
    2. 2. Introductions<br />Paul West Jauregui<br />Creative Director, Myover Media<br /><ul><li>A passionate online marketing strategist and designer with 10 years experience leading companies in emerging technologies and interactive media.
    3. 3. At Myover, Paul leads a multi-disciplinary creative team in the development and production of creative solutions that generate results for clients. </li></ul>2<br />
    4. 4. We’ll cover:<br />Introduction to Social Media<br />How to get started<br />The big three<br />Facebook<br />LinkedIn<br />Twitter<br />Social Media Strategy<br />Summary<br />3<br />
    5. 5. Introduction –What is Social Media?<br />Social media describes the online tools that people use to share content, profiles opinions, insights, experiences, perspectives and media itself – facilitating conversation and interaction online between groups of people<br />4<br />-Brian Solis<br />
    6. 6. Introduction –Traditional vs. Social Media<br />5<br />
    7. 7. Introduction –Why Social Media Networks?<br />61% of internet users have Social Network Profiles<br />HH Incomes of +$100k were twice as likely to have Social Network Profiles <br />Time spent on social sites is growing at three times the over all Internet rate<br />Social media can SERVE clients… who create clients<br />6<br />Source: Mintel<br />
    8. 8. Introduction –Marketing Impact for Architects?<br />Do you rely on <br />Word-of-Mouth?<br />7<br />
    9. 9. Introduction –Marketing Impact for Architects?<br />Social Media is <br />Word-of-Mouth?<br />on steroids!<br />8<br />
    10. 10. The Social MediaLandscape<br />9<br />
    11. 11. The Social MediaLandscape<br />10<br />51%<br />41%<br />92%<br />What are the top five online professionalnetworksthat you use?<br />Source: (11/09)<br />Followed by Plaxo (13%) & Xing (7%)<br />Today, we will focus on the big 3 that dominate online Professional Networks <br />and how they impact the marketing Architecture Services<br />
    12. 12. Facebook– The basics<br />11<br />Think of Facebook, as you in business casual, chatting and sharing things you have in common with others. <br />
    13. 13. Facebook– The basics<br />12<br />The Wall updates your activity and can include news, photos, videos, events, etc.<br />
    14. 14. Facebook– What you should know<br />More than 400 million active users (~830K in Greater Austin)<br />50% of active users log on to Facebook in any given day<br />More than 35 million users update their status each day<br />More than 3 billion photos uploaded to the site each month<br />More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week<br />More than 3.5 million events created each month<br />More than 3 million active Pages on Facebook<br />13<br />Source: Facebook<br />
    15. 15. Facebook– The average user…<br />Average user has 130 friends on the site<br />Average user sends 8 friend requests per month<br />Average user spends more than 55 minutes per day on Facebook<br />Average user clicks Like button on 9 pieces of content each month<br />Average user writes 25 comments each month<br />14<br />Source: Facebook<br />
    16. 16. Facebook– Groups vs. Fan Pages<br />15<br />Source: (02/10)<br />
    17. 17. Facebook– Profile info can impact search<br />Fill out all information<br />Add captions to photos <br />events need descriptions <br />Use keywords in ‘info’ tab<br />16<br />(important because all pages can be indexed by Google, Bing, Yahoo!, etc.)<br />Source: Facebook<br />
    18. 18. LinkedIn – The basics<br />17<br />If Facebook is business casual…<br />LinkedIn is you in <br />a suit, networking professionally<br />
    19. 19. LinkedIn – What is it?<br />18<br />Professional networking (rather than social)<br />Business oriented<br />An online resume<br />Profiles are indexed by Search Engines (+SEO)<br />
    20. 20. 19<br />
    21. 21. LinkedIn – Why use it?<br />20<br />Create a contact network (yours plus access to your contacts’ contacts)<br />Find jobs, people and business opportunities<br />Cultivate a talent pool<br />Great learning platform (via Groups, Answers, etc.)<br />
    22. 22. 21<br />
    23. 23. Twitter – The basics<br />22<br />If LinkedIn is professional networking…<br />Twitter is a quick walk and talk, with a lot of people listening<br />
    24. 24. Twitter – What the #%^@ is Twitter?<br />23<br />Twitter is a “micro-blog,” on which people describe what they are doing, reading, thinking, etc., in 140 characters or less. <br />Follow any public “tweet”, unlike Facebook’s agreed “friends”<br />Another way to extend your brand (in Real-Time)<br />
    25. 25. Twitter – How to use Twitter<br />24<br />Use messages to invite others to larger conversations<br />Follow industry leaders and “Re-Tweet” their posts (syndication)<br />Value-based Tweets & Re-Tweets will increase your followers<br />Twitter is easy to manage and integrates well with other platforms<br />Google now indexes LIVE twitter feeds<br />
    26. 26. Twitter – Industry Buzz and Value Exchange<br />25<br />Re-Tweets in Action<br />Value?<br />Conversations<br />Value?<br />
    27. 27. Twitter – Reach anyone and offer VALUE<br />26<br />
    28. 28. Strategy –Defining your strategy<br />What are your objectives?<br />Who do you want to reach?<br />Who’s responsible for running SM activity?<br />What platform is right for you?<br />…Define success metrics?<br />27<br />
    29. 29. Strategy –Key objectives<br />Build brand awareness<br />Reputation management<br />New business generation<br />Distribute news and events<br />Research (online polls & demographics)<br />Client support<br />Connecting with professionals<br />Improving SEO<br />28<br />
    30. 30. Strategy –Improving SEO<br />29<br />
    31. 31. Strategy –Social Media Actions for Architects<br />Document progress on a high profile project<br />Become a neighborhood expert<br />Answer the 20 Questions to ask your AIA Architect<br />Blog or start a FB group on Green Building<br />Find new talent and recruit<br />30<br />
    32. 32. Summary – Takeaways<br />Listen first and behuman<br />Does the customer get value? If not, don’t bother<br />Develop relationships, don’t sell (inbound marketing)<br />Social media is a cocktail party not a lecture<br />Tolerate criticism, it’s often valuable insight<br />Encourage personalities and passion<br />People are drawn to RELVANCE&VALUE<br />31<br />
    33. 33. Thank you… Questions?<br />Paul West Jauregui-<br /><br /><br /><br /><br />32<br />
    34. 34. Thank you… Questions?<br />Paul West Jauregui-<br /><br /><br /><br /><br />33<br />
    35. 35. Twitter – Demographics<br />34<br />Source: Infographic Courtesy of Muhammad Sleem<br />
    36. 36. Twitter – The basics<br />35<br />Source: Infographic Courtesy of Muhammad Sleem<br />
    37. 37. Introduction –Traditional vs. Social Media<br />Reach<br />Accessibility<br />Usability<br />Recency<br />Permanence<br />36<br />