Build a larger audience with Social Media in the Mix

BUILD A LARGER AUDIENCE WITH SOCIAL MEDIA IN THE MIX SPONSORED BY:

HI.

WELCOME.

THANKS FOR COMING.

YOU GUYS ARE REALLY COOL.

SERIOUSLY, WE DIG YOU.

MAYBE WE SHOULD GET STARTED?

WAIT! FIRST WE HAVE NEWS, BOTH GOOD AND BAD.

BAD NEWS: THE SCHEDULE SAYS THIS SESSION IS TWO HOURS LONG.

GOOD NEWS: THERE IS NO WAY WE’RE GONNA BE HERE THAT LONG.

CAN WE GET A HELL YEAH!

LET’S GO!

ALRIGHT, ABOUT US. Height: 6’4, 6’2 Weight: 190 (ripped) Bats: Righty Throws: Super fast Years in the league: 21 (combined) Full stats available at Stalelife.com

ENOUGH ABOUT US...

TODAY’S OUTLINE ‣Let’s deﬁne social media ‣How to develop a campaign ‣CommunicaNng with your audience ‣Check out what these people did ‣Somebody is gonna want to know about ROI ‣YOU want ME to do all that? You’re crazy.

LET’S DEFINE SOCIAL MEDIA

SOCIAL MEDIA BY DEFINITION Def: Social You know, talking to people. Being an  interest in people’s lives. Def: Media What we watch, pay aWenNon to and  someNmes even crave.

SOCIAL MEDIA BY DEFINITION Def: Social Media Paying aWenNon to one another in a  place where people prefer a certain  type of media.

SOCIAL MEDIA BY THE NUMBERS

SOCIAL MEDIA CAN HELP EVERYONE HERE TODAY ‣Increase awareness ‣Target disNnct markets ‣Enhance public relaNons ‣ParNcipate in community ‣Improve customer experiences ‣Amplify enrollment/generate new members

SOCIAL MEDIA HAPPENS ONLINE Number of Hours 27.4 25.1 The Web ranks higher than other  21.8 20 19.2 media in dura:on of use.  17.8 However, consumers oaen use  11.4 11.1 10.9 internet simultaneously with TV,  radio and other media. Source: Center for Media Research, June, 2009 Average Number of Hours  Average Number of Hours  Average Number of Hours  Listened to Radio per  Watched TV per Week  Used Internet per Week  Week Among Listeners Among Viewers Among Users $100,00‐$149,99 $150,00‐$249,999 $250,00 or more

SOCIAL MEDIA IS PART OF ONLINE MARKETING !"# Fresh online content that mirrors oﬄine  iniNaNves will build a stronger brand awareness: ‣ SEM drives traﬃc using keywords and text ads !"$ ‣ SEO builds conNnuous presence in  $12+1(34156+7+(* Your !%&' organic rankings website %()*+,( ‣ Banners provide mass reach and increase  -.//"0! online brand awareness ‣ Social media is the “consumer connecNon”  and will extend the brand message !#$

SOCIAL MEDIA WORKS WITH TRADITIONAL Social media is a low‐cost avenue for  engaging with consumers at a deeper level  than is typically achieved with tradiNonal  adverNsing. Social media is not a replacement,  it’s part of the equaNon. Your  organiza:on,  school or  company

SOCIAL MEDIA IS NOT ADVERTISING “Adver'sing is when you tell people how  great you are. Publicity is when someone  else says how great you are.”                                                                    ‐ Guy Kawasaki

SOCIAL MEDIA IS USED BY ALL AGES People ﬂock to Social Networks in record numbers – Facebook now boasts over  200 million users worldwide and TwiFer has grown 3,000% since last year. 58% Female 58% Male 64% Male 35‐54 years of age 35‐64 years of age 25‐54 years of age 30% some college 48% bachelors degree 81% bachelors degree HH income to $74K HH income to $99K HH income $109K

SOCIAL NETWORKS ARE POPULAR 3. Facebook 4. YouTube 5. MySpace According to Alexa (a leading Web InformaNon  9. Wikipedia Company), 8 of the top 20 most‐visited U.S.  12. Blogger sites are social networks.  15. Twitter 18. Flickr 20. WordPress

SOCIAL MEDIA IS IN ARCHITECTURE

SOCIAL MEDIA IS TIMELY !

SOCIAL MEDIA IS A MARATHON Like your friend base on  Facebook, it grows over Nme  with true, authenNc  conversaNons. !

SOCIAL MEDIA IS FOR AUTHENTIC BRANDS Founded in a  Connected  For smart  real story to human  advocates truth Modern people are savvy and discrimina:ng. They have new  avenues for their opinion, and they subconsciously calculate value  for organizaNons they can trust.

SOCIAL MEDIA STARTS BY DISCOVERING It’s easy to tell the story that people  want to hear. The hard road – the one  that leads to the greatest reward – is  to tell the story that’s real. 

HOW TO DEVELOP A CAMPAIGN

HOW TO DEVELOP YOUR CAMPAIGN REVIEW  THE  Assess social  BRAND networks + Benchmarks + CommunicaNon goals + Measurement tools RESULTS

HOW WE SEE SOCIAL NETWORKS FOR ARCHITECTURE Social Media Social Media Social Media Social Media (Actual) (Actual) (Reality) (Reality) ShareThis! ShareThis! Linked InIn Linked Twitter Twitter Networks Networks Messaging Messaging Connect Connect Communicate Communicate Face Face book book Bit.ly Bit.ly TwitPic TwitPic File/Link File/Link Sharing Sharing Sharing Sharing Flickr Flickr

START WITH YOUR THE BRAND What is the one thing that is most engaging to your members, students and staﬀ?

ARCHITECTURE

ASSESS SOCIAL NETWORKS There are more social networks  than you know. Figure out where  your audience is and capitalize. 

YOU SHOULD ALL BE ON ARCHITIZER

MATCH YOUR OFFLINE INITIATIVES Backgrounds, logos, style guides – this  channel is like all others and requires a  cohesive approach.

FIND PEOPLE TO TALK WITH ! Use tools to ﬁnd and befriend  other architecture enthusiasts and  educators who will appreciate and  ! ! promote your campaigns.  !

UNCOVER CONVERSATIONS People are already talking about architecture. It’s not going  to stop – this is your opportunity to join the conversaNon.

USE THE FINDINGS AS BENCHMARKS 20% ‣  Determine the frequency of 18%  conversaNons about        37% ‣  Review the tone of conversaNons 12% ‣  Establish the relevance of  the discussions 13% ‣  Decide which media channels are Positive Negative  most prevalent Indifferent ReTweets Educational

MEASURE WHAT’S BEING SAID Quan:ta:ve Qualita:ve Impressions, clicks and  Track the presence, audience,  amount of menNons campaign recepNon, and  brand awareness Communicate your strengths and weaknesses monthly –  candid analysis leads to proper adjustments and insures the  investment is jusNﬁed.

STAY ON TOP OF THE LATEST TOOLS ! ! New tools evolve daily that help us  ! ! analyze traffic, find new people and  further refine our campaign. Staying fresh  ! ! keeps our messages in the moment. !

COMMUNICATING WITH YOUR AUDIENCE

SOCIAL MEDIA IS ABOUT CONVERSATIONS

CULTIVATE CLOSE RELATIONSHIPS Inspire loyalists to write reviews, author blog posts, tweet their  assessment, post videos, and more — all about the useful service  you provide.

BE COOL Social media rewards brands that are dis:nct and have something real that consumers can connect to.

BE RELEVANT Keeping up with audience is key. But telling your story is  important, too. They’re listening, wondering “Why should  I care about your company today?”

BE SHARABLE If you’re authenNc and oﬀer quality products and service, you make it easy for someone to share a tesNmonial.

BE A FRIEND Converse online as if you were talking to a friend face‐to‐face.  The more personal you appear, the beWer – invite others into your life and business.

NIP BAD PRESS IN THE BUD Respond to conversa:ons that could aﬀect your business. If  someone is frustrated with you, aWempt to resolve it. The irritated  consumer will feel beWer that you care enough to reach out,  and the public resoluNon creates excellent PR.

BE SUBTLE WITH SALES MESSAGING Talk purely about business and people won’t react. This part of  your markeNng spend is for relaNonship‐building and public  communicaNon. But, that doesn’t mean the occasional oﬀer is bad.

CULTIVATE LEADS WITH INCENTIVES Host a contest. Gather names. Ask people quesNons that could qualify  them as leads. We suggest oﬀering incen:ves, like a private tour or  exclusive merchandise.

ACT LIKE A PERSON Use your real name, Ntle and descripNon. We’re trying to be  personal, and this is the ﬁrst place to build trust.

STAY SHORT. GO LONG. Depending on the message and medium, our approach will uNlize  micro‐blogging (TwiWer, Facebook) as well as long‐form conversaNon  starters (Blogs, Facebook, Video, Image galleries, Forums).

CONNECT ALL YOUR SOCIAL NETWORKS Your long‐format content should feature video connected to  your YouTube page and images connected to Flickr.

ALLOW PEOPLE TO SHARE ! ! Re‐posts and personal tesNmonial gets more reacNon and  aWenNon than “look at what we sell”.

SHARING WILL GREATLY INCREASE YOUR EXPOSURE

CREATE GROUPS FOR ARCHITECTURE Architecture is easy to promote online, and sponsoring applicaNons, events and ideas will put you in a favorable light.

BUILD AN APPLICATION Create interacNve user experiences with your brand using games,  virtual gia sharing programs, and more

LET PEOPLE MANIPULATE YOUR ARCHITECTURE Create interacNve user experiences with your brand using games,  virtual gia sharing programs, and more

QUANTITY IS NO SUBSTITUTE FOR QUALITY The more followers you  have, the lower your  click‐through rate. A  click‐through rate of  2.8% is a preFy decent  outcome ‐lower than  average for email  newsleWers, but it  outperforms the vast  majority of online  adverNsing stats.

FOLLOW SOME SIMPLE RULES ! We will mix our authenNc presence with simple rules that  won’t peg us as annoying.

USE YOUR TRIUMPHS AS CONVERSATIONS Too:ng your own horn isn’t bad when you do it selec:vely. Some  of these points have great interest to people and could be passed  along if presented properly.

CASE STUDIES

CASE STUDY: DWELL FILLS THE HOUSE

CASE STUDY: UNIV. OF OREGON GETS STUDENTS BLOGGING

CASE STUDY: CHICAGO ARCHITECTURE FOUNDATION’S MANY NETWORKS

CASE STUDY: COAST MODERN PLUGS IT’S FILM

CASE STUDY: WORLD BICYCLE RELIEF RAISES QUICK CASH ! WBR used TwiWer and Facebook  to produce 1,800 page visits, over  400 new eNewsleWer signups,  menNon on 29 blogs and raised  over $6,000 in 48 hours during  their annual appeal. !

SOMEBODY IS GONNA WANT TO KNOW ABOUT ROI

REPORTING TOOLS: LINK TRACKING What they are: Link shorteners or social media broadcasters. All of  these tools have analyNc data of use. What they tell us: When a person clicks on a link or posts a url from your  site, we’ll know (no maWer where they go).

REPORTING TOOLS: REAL-TIME UPDATES What they are: Search tools that scour blogs, news sites and other  social media. What they tell us: Gives you real‐Nme results of your organizaNonal  menNons or architecture news based on terms you set.

REPORTING TOOLS: CONVERSATION SEARCH SEARCH What they do: Help to search for menNons, discover content and  post to mulNple accounts. What they tell us: Gives us a display of all menNons of our brand and  news. They allows you to track your brand across all  of these areas.

REPORTING TOOLS: ALL-IN-ONE What they are: Online dashboards that monitor and measure your  social media accounts. Returns analyNc data from  popularity to gender and age. What they tell us: In one single place, it tells us what your audience  and advocates are saying and allows you to post to  mulNple accounts at one Nme.

YOU WANT ME TO DO ALL THAT? YOU’RE CRAZY.

COMMUNICATING IN SOCIAL MEDIA IS A BIG ROLE Nobody can do it alone. Get  some help. Interns. Oﬃce  innovators. Friends. You’re  bound to ﬁnd people in‐ house to get on‐board. 

BUT WHAT ABOUT MY BOSS? Someone is going to need some  convincing. Use the facts – even  the ones found here – to convince  the boss that Social Media is the  most inNmate part of your  markeNng outreach.

QUESTIONS?

THANK YOU DOWNLOAD THIS PRESENTATION AT: http://www.stalelife.com/aao Since we’re social geeks, it will be on SlideShare.net, too.

Build a larger audience with Social Media in the Mix

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