Riding the Social Media Tsunami aiakc chow&tell 11 june 2009 Cindy Frewen Wuellner, FAIA, PhD Zena Weist, EMBARQ Ramsey Mohsen, Digital Evolution

SOCIAL MEDIA CONTENT

Content public projects housing & schools master planning In association w/ Sasaki

Dr. Cindy Frewen Wuellner, FAIA Frewen Architects, U of Houston, U of Kansas http://www.twitter.com/urbanverse Zena Weist EMBARQ Senior Manager of Interactive Brand http://www.twitter.com/zenaweist Ramsey Mohsen Digital Evolution Group, Web Consultant http://www.twitter.com/ramseym

http://socialmediaclubkc.ning.com/

agenda What is social media? And how is it changing the way we practice? What benefits do you gain from social media? What are some potential pitfalls ? How do a few social media tools work ? Where can you start? First steps. Q & A throughout and at end of program.

What is social media?

And how is it changing the way we practice?

What benefits do you gain from social media?

What are some potential pitfalls ?

How do a few social media tools work ?

Where can you start? First steps.

Q & A throughout and at end of program.

riding the social media tsunami How social media can get your clients bragging about you --- instead of you promoting your services.

How social media can get your clients bragging about you ---

instead of you promoting your services.

phone fax email cad websites bim

your brand microblogging business networks social networks video social bookmarks blogging pictures From The Conversation Prism: Brian Solis New page: AIAKC

What can you do with social media? Share – broadcast, educate Learn, research – real time, deep knowledge Converse – social, business network Community – advocate, collective action

Share – broadcast, educate

Learn, research – real time, deep knowledge

Converse – social, business network

Community – advocate, collective action

Going from simple “what are you doing?” to more globally-minded “what is the world up to?” @ CharukesiRamadurai

Going from simple “what are you doing?”

to more globally-minded “what is the world up to?”

@ CharukesiRamadurai

Tribes

@urbanverse: RT @rosssturley: 1 in 6 architects in europe out of work, says survey - http://tr.im/mpPp - ouch. @nytonline: Architecture Review: Lose the Traffic. Keep That Times Square Grit. http://ow.ly/9gOC @urbanverse: diller scofidio + renfro: alice tully hall, lincoln center for the performing arts, new york http://tinyurl.com/qz25sl

@urbanverse: RT @rosssturley: 1 in 6 architects in europe out of work, says survey - http://tr.im/mpPp - ouch.

@nytonline: Architecture Review: Lose the Traffic. Keep That Times Square Grit. http://ow.ly/9gOC

@chinaeducation: Young designer determined to improve architecture education in China's smaller cities http://snurl.com/iu73t

@chinaeducation: Young designer determined to improve architecture education in China's smaller cities http://snurl.com/iu73t

Ramsey Mohsen Digital Evolution Group, Web Consultant http://www.twitter.com/ramseym

About me. Project Lead/Consultant at Digital Evolution Group Blogger, Video Blogger, Former Lifecaster on Justin.TV _ www.kcsweaterparty.com [email_address] @ramseym

Project Lead/Consultant at Digital Evolution Group

Blogger, Video Blogger, Former Lifecaster on Justin.TV

_

www.kcsweaterparty.com

Where I work. 9 year old e-business consultancy Voted one of the best web development firms in the region (Ingram’s) National and regional awards for thought leadership and results Exceptional team with in-house strategy, information architecture, programming, testing, e-marketing and animation skills.

9 year old e-business consultancy

Voted one of the best web development firms in the region (Ingram’s)

National and regional awards for thought leadership and results

Exceptional team with in-house strategy, information architecture, programming, testing, e-marketing and animation skills.

What is Social Media? Tools for sharing and discussing information. SM vs. Social Networking? = communities w/like interests to connect [email_address] @ramseym

Tools for sharing and discussing information.

SM vs. Social Networking?

= communities w/like interests to connect

Social Media isn’t replacing anything. SM is in the spectrum of communication. [email_address] @ramseym

SM is in the spectrum of communication.

The new influencers. Expansion from traditional media. The rise of the individual. Trust 2.0, peers not institutions. [email_address] @ramseym

Expansion from traditional media.

The rise of the individual.

Trust 2.0, peers not institutions.

Proliferation of influencer channels. We trust a stranger over any paid-for communications or advertising. Blogs are a form of trusted opinion, over magazines and newspapers. [email_address] @ramseym

We trust a stranger over any paid-for communications or advertising.

Blogs are a form of trusted opinion, over magazines and newspapers.

Demand for transparency. [email_address] @ramseym

Social media, more than just a fad. [email_address] @ramseym

… more than just a marketing tool. sales/lead acquisitions internal knowledge development customer service operations executive leadership & visibility branding product development [email_address] @ramseym

sales/lead acquisitions

internal knowledge development

customer service

operations

executive leadership & visibility

branding

product development

… more than just a marketing tool. “ Chatter Factor” online vs. offline translation [email_address] @ramseym

“ Chatter Factor”

online vs. offline translation

Your website isn’t good enough. = 1 component of a larger web strategy Channels/Gateways to homebase Trust factor and credibility SEO positioning SM starts conversations & relationships [email_address] @ramseym

= 1 component of a larger web strategy

Channels/Gateways to homebase

Trust factor and credibility

SEO positioning

SM starts conversations & relationships

Zena Weist EMBARQ Senior Manager of Interactive Brand http://www.twitter.com/zenaweist

Listening In the beginning… Google Alerts (Yahoo) Google Blog searches BlogPulse DSLReports.com Complaint boards Technorati Later… Collective Intellect All of the above Addictomatic Now… Radian6 All of the above

In the beginning…

Google Alerts (Yahoo)

Google Blog searches

BlogPulse

DSLReports.com

Complaint boards

Technorati

Later…

Collective Intellect

All of the above

Addictomatic

Now…

Radian6

All of the above

Social Media Strategies EDUCATE : Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media. SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers. 3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging. 4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps. 5) MEASURE : Use media appropriate metrics to evaluate performance against best-in-class examples. 6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.

EDUCATE : Train to create breadth and depth in our employee base to give them the tools and opportunity to actively engage in social and emerging media.

SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.

3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.

4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.

5) MEASURE : Use media appropriate metrics to evaluate performance against best-in-class examples.

6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.

Content Strategy Short-term: Contest HSI focus Long-term: How-to Videos Top 10 Customer Service issues Online Outreach Call Centers Continue to interact/use feedback loop

Short-term: Contest

HSI focus

Long-term: How-to Videos

Top 10 Customer Service issues

Online Outreach

Call Centers

Continue to interact/use feedback loop

First steps Listen & Research – (Google Alerts, Twitter search, blogs) Educate yourself/team (guidelines) Share – (Slideshare, flickr) Hash out content strategy, then blog

Listen & Research – (Google Alerts, Twitter search, blogs)

Educate yourself/team (guidelines)

Share – (Slideshare, flickr)

Hash out content strategy, then blog

People to follow (@zenaweist) Shel Israel - Global Neighbourhoods http://redcouch.typepad.com/ @shelisrael Tim Halbur – Planetizen managing editor http://www.planetizen.com/ @halbur Beth Kanter – Beth’s Blog: How Nonprofits Use SM ht tp://beth.typepad.com/ @kanter

Shel Israel - Global Neighbourhoods http://redcouch.typepad.com/ @shelisrael

Tim Halbur – Planetizen managing editor http://www.planetizen.com/ @halbur

Beth Kanter – Beth’s Blog: How Nonprofits Use SM ht tp://beth.typepad.com/ @kanter

People to follow (@urbanverse) Su Butcher – The Architects League http://justpracticing.com/ @subutcher Alex Steffen – Worldchanging http://worldchanging.com/ @worldchanging Cameron Sinclair – Architecture for Humanity ht tp://cameronsinclair.com/ @cameronsinclair

Su Butcher – The Architects League http://justpracticing.com/ @subutcher

Alex Steffen – Worldchanging http://worldchanging.com/ @worldchanging

Cameron Sinclair – Architecture for Humanity ht tp://cameronsinclair.com/ @cameronsinclair

AIA Kansas City new Delicious webpage AIAKC http://delicious.com/aiakc For webpage bookmarks Creates common/shared knowledge

AIA Kansas City

new Delicious webpage

AIAKC

http://delicious.com/aiakc

For webpage bookmarks

Creates common/shared knowledge

What should you do next? Do 15 minutes of Social Media research a day. Share 1 thing a day. Find people to follow that interest you. Be ready to… Learn, learn, learn. Let go to gain more. Risk the unknown, plan to be flexible.

Do 15 minutes of Social Media research a day.

Share 1 thing a day.

Find people to follow that interest you.

Be ready to…

Learn, learn, learn.

Let go to gain more.

Risk the unknown, plan to be flexible.