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IMAGERY & IMAGINATION: 
STORYTELLING THROUGH SOCIAL 
MEDIA 
Wednesday, September 3, 2014 
MBA Headquarters
Welcome to….
Imagery & Imagination 
Hosted by the Master Builders’ Association 
in conjunction with our friends:
Agenda 
 Introduction 
 Panel Opening Remarks 
 Image Sharing Sites 
 Best Practices 
 Issues & Challenges 
 Construction Social Media Stars
Imagery & Imagination 
63% of social media is made up of 
images!!!!
Imagery & Imagination 
Over half of all Internet users have 
reposted a photo or video they found 
online. 
This is one of the most reposted photos of all 
time.
Imagery & Imagination 
3.3 million Retweets 
2 million Favorites
Imagery & Imagination 
Content with relevant images gets 94% more 
views than content without images.
Imagery & Imagination 
Content with relevant images gets 94% more 
views than content without images. 
The leading cause of fatalities in construction is falls. The 
MBA hosts an annual Fall Protection Competent Training.
Imagery & Imagination 
Tweets with images receive 150% more 
retweets!
Imagery & Imagination 
The brain processes visuals 60,000 times 
faster than it does text.
Imagine Pittsburgh 
An initiative of the Allegheny 
Conference on Community 
Development
Other Allegheny Conference Social Media Brands
Other Conference Initiatives with Social Media 
channels
A virtual concierge for people looking to advance their careers in the 
10-county region. Its job search engine is a one-stop shop, updated 
nightly from more than 900 sources including corporate websites and 
such job boards as Monster, Career Builder and LinkedIn. There are 
more than 25,000 jobs available in the region today.
ImaginePittsburgh.com/Work
Employer/Sponsor Profile
Employer/Sponsor Profile
Employer/Sponsor Profile
Many Neighbors to Connect 
With
We use all of these, but Facebook and Twitter most. 
Find Facebook gets more traction with Latino web 
users 
Instagram with 18-24 year-olds.
Making otherwise dry content attractive
Highlighting young entrepreneurs
Tapping into celebrity following
Tapping into audiences who don’t know us, but 
should
Green Building Alliance 
 Take a few shots to capture expression
Green Building Alliance 
 Take a few shots to capture expression
Green Building Alliance 
 Take multiple shots to avoid the dreaded 
closed-eye
Green Building Alliance 
 Use the grid! Rule of thirds can make or break 
an image.
Green Building Alliance 
 Don’t forget you can get 
a different and more 
interesting perspective 
by simply lowering 
yourself a few inches 
below eyelevel (get your 
knees dirty) or by finding 
a step to elevate your 
shot (climb a chair). 
 Especially helpful for 
shooting subjects such 
as objects, buildings, 
crowds, etc.
How does the MBA use 
images? 
 Show construction activity 
 Promote our members and industry allies 
 Tell the MBA story 
 Market upcoming events 
 Capture past events – Store on Flickr 
 Fun games
How does the MBA use 
images? 
Facebook
How does the MBA use 
images? 
LinkedIn
How does the MBA use 
images? 
Twitter
How does the MBA use 
images? 
YouTube
How does IKM use images?
Expanded reach… 
MBA’s 866 followers 
ikminc’s 1,122 followers
Using Images in Facebook
Images in Facebook 
 Cover photo – 
change monthly 
 Posts – 1x/week; 
3x/week; daily 
 Upload link videos 
1x/month 
 Photo albums, action 
shots, candid shots, 
event photos
“Cheat Sheet” 
http://www.jonloomer.com/2014/01/20/faceboo 
k-image-dimensions/
Using Images in Twitter
Images in Twitter 
 Now has the ability to 
display inline images to 
Tweets. 
Works with images 
uploaded directly to 
Twitter 
 Also works with Buffer’s 
browser extension 
 Applies also to Vine 
videos 
SOURCE: http://www.fastcompany.com/3022116/what-twitters-expanded-images-mean- 
for-clicks-retweets-and-favorites
Examples of AEC Tweets with 
Images
Twitter Image Sizes 
Source: http://www.pinterest.com/pin/544020829961841228/ 
Source: http://www.pinterest.com/pin/68117013088877617/
Giffysnap
Sprout Social allows scheduling with photos 
to multiple platforms & accounts
Also creates weekly reports; create your own
Using Images in LinkedIn
Images in LinkedIn 
LinkedIn is the world’s largest 
professional network – 225 million +
Images in LinkedIn 
LinkedIn is a professional site that’s content 
heavy, but you can enhance your content with 
images: 
Poll shows that Wolf's lead over Corbett is widening. @Triblive @melissamdanielshttp://lnkd.in/bZKd4x9 
Poll shows Wolf's lead over Corbett widening 
triblive.com 
A summer of campaigning and advertising did little to revive Republican Gov. Tom Corbett's moribund popularity among Pennsylvania 
voters, the latest figures show. The results ...
Images in LinkedIn 
A good example of enhancing your content with an 
image. 
Pittsburgh's office vacancy ranks third lowest in the country 
bizjournals.com 
Behind only Manhattan and San Francisco in terms of available office space, according to CBRE report.
LinkedIn Image Sizes 
Source: http://www.pinterest.com/pin/68117013088877617/
Images in LinkedIn 
The profile picture is an excellent opportunity to 
enhance the look of your profile so give it some 
thought:
Images in LinkedIn 
And now some examples of bad profile pictures:
Images in LinkedIn 
And no image at all is just as bad….
Images in LinkedIn 
Ways to VISUALLY improve your LinkedIn 
profile 
 Add /edit profile 
 Add Slideshare and/or Behance 
 Place images appropriately throughout profiles 
 Include images in posting
Photo Editing Tools
Photo Editing Tools 
 Adobe 
Photoshop 
CC 
 Expensive 
 Powerful 
 Challenging to 
use - too 
many features 
to summarize 
 Resize, Color-correct, 
Add 
text
Photoshop Examples
Photo Editing Tools 
 Pixlr 
 Free, Mobile photo editing app 
 More than 600 effects, overlays, and borders and lets you do all 
the main things you'd expect from a photo editor, from cropping 
and re-sizing to removing red-eye and whitening teeth 
 Gimp 
 Free, Open Source photo editor 
 Painting tools, color correction, cloning, selection, and 
enhancement. 
 PicMonkey 
 Free, no sign up required for use 
 Someone who has never edited in a photo editing program 
before could use this pretty easily. 
 Can access anywhere you have internet service.
Photo Editing Tools 
 Canva 
 Free, some paid options 
 Described as a Blogging tool 
 Drag and drop, add text, add backgrounds, etc
Example: Canva Facebook Cover Image
Flickr.com
Flickr 
 Photo sharing site 
 Beautiful on screen interface, portfolio site 
 Allows interaction with community in the form 
of 
 Favorites 
 Comments 
 Who’s using it well? 
 MBA of WPA 
 Nello Construction
What to share on Flickr 
 Great place to share events: 
 Ground Breakings 
 Ribbon Cuttings 
 Topping off ceremonies 
 Company events: picnics, holiday parties, award 
ceremonies, golf outings, fundraisers, charity 
events 
 Conferences/Speaking engagements
MBA Flickr
Flickr Pros and Cons 
PROS CONS 
 Free with sign up 
 1TB of Space 
 Drag and Drop upload 
 Max Photo size 200 MB 
 Max Video 1 GB 
 Collections, sets 
galleries for organizing 
 Tagging 
 Easy to share 
 A tad difficult to 
search 
 Another place to 
build community 
 Not for photo editing 
 Aviary, Pixlr, 
Photoshop Express
YouTube
YouTube 
 Online Video 
sharing site 
 Over 1 Billion 
Views per day 
 Create and share 
video content 
that’s relevant to 
what your ideal 
customer is 
searching for on 
the Internet.
YouTube
What to share on YouTube 
 Intro Trailer video – Who you are, What you do 
 Stats to Benchmark who you are 
 Customer Success Story/Testimonials 
 Answer FAQs 
 Teach Something – Create How To Videos 
 Behind the scenes 
 Company activities, personnel, culture
YouTube Pros & Cons 
PROS CONS 
 Free to upload 
 Free to create 
channel 
 Globally recognized 
 Videos can be 
longer 
 Videos can be 
embedded in your 
site 
 It’s Free…You have little 
control 
 “Noisy” space – difficult to 
get your messages found 
and heard 
 Difficult/costly to create 
videos 
 You may draw attention to 
your competitors 
 Vulgar videos readily 
available
Micro Video – Vine & Instagram
Vine & Instagram 
 Vine – Twitter’s 6 second video 
 Instagram’s Video – 15 second video 
 Start a conversation with customers 
 Highlight brand advocates 
 Display your work. A quick update at the site? 
 Show your office 
 Promote activities at your conference booth
Six Steps to get started with 
Vine 
1. Download and install the Vine app. 
2. Create a Vine account using your Twitter profile or email 
address. 
3. Find people to follow by going to your profile and clicking 
the People icon at the top right of your screen. You can also 
go to your settings and use the Find People option under 
Friends. 
4. Connect your Facebook account to share videos on 
Facebook as well (personal profiles only). 
5. Click the video camera icon to start recording videos. Tap 
your finger on the screen to record and release to stop 
recording. 
6. When you’re finished, click Continue to share your video on 
Vine, Twitter and Facebook.
Instagram: Younger Audience
Micro Video Pros & Cons 
PROS CONS 
 Quick, easy 
 Adds video 
 Lower level of 
quality is acceptable 
 Opportunity for fun, 
human interaction 
 Adds video 
 Not your audience 
demographic 
 Short, difficult to 
convey message
The Spotlight
Local Image Stars 
Green Building Alliance: www.go-gba.org 
Bradd Celidonia – braddc@gbapgh.org 
Imagine Pittsburgh: www.imaginepittsburgh.com 
Bill Flanagan – bflanagan@alleghenyconference.org 
Bonnie Pfister – bpfister@alleghenyconference.org 
Master Builders’ Association: www.mbawpa.org 
Jon O’Brien – jobrien@mbawpa.org 
IKM, Inc.: www.ikminc.com 
Patty Swisher – pmswish@ikminc.com
Where to Look Outside the 
Region 
 Layton Construction: 
www.laytoncompanies.com 
 PC Construction: www.pcconstruction.com 
 Sundt Construction: www.sundt.com
Thank You For Attending 
A follow up email will be sent shortly requesting 
your feedback on today’s program. Make sure 
you signed in and entered your email address.

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Imagery & Imagination: Storytelling Through Social Media

  • 1. IMAGERY & IMAGINATION: STORYTELLING THROUGH SOCIAL MEDIA Wednesday, September 3, 2014 MBA Headquarters
  • 3. Imagery & Imagination Hosted by the Master Builders’ Association in conjunction with our friends:
  • 4. Agenda  Introduction  Panel Opening Remarks  Image Sharing Sites  Best Practices  Issues & Challenges  Construction Social Media Stars
  • 5. Imagery & Imagination 63% of social media is made up of images!!!!
  • 6. Imagery & Imagination Over half of all Internet users have reposted a photo or video they found online. This is one of the most reposted photos of all time.
  • 7. Imagery & Imagination 3.3 million Retweets 2 million Favorites
  • 8. Imagery & Imagination Content with relevant images gets 94% more views than content without images.
  • 9. Imagery & Imagination Content with relevant images gets 94% more views than content without images. The leading cause of fatalities in construction is falls. The MBA hosts an annual Fall Protection Competent Training.
  • 10. Imagery & Imagination Tweets with images receive 150% more retweets!
  • 11. Imagery & Imagination The brain processes visuals 60,000 times faster than it does text.
  • 12. Imagine Pittsburgh An initiative of the Allegheny Conference on Community Development
  • 13. Other Allegheny Conference Social Media Brands
  • 14. Other Conference Initiatives with Social Media channels
  • 15. A virtual concierge for people looking to advance their careers in the 10-county region. Its job search engine is a one-stop shop, updated nightly from more than 900 sources including corporate websites and such job boards as Monster, Career Builder and LinkedIn. There are more than 25,000 jobs available in the region today.
  • 20. Many Neighbors to Connect With
  • 21. We use all of these, but Facebook and Twitter most. Find Facebook gets more traction with Latino web users Instagram with 18-24 year-olds.
  • 22. Making otherwise dry content attractive
  • 25. Tapping into audiences who don’t know us, but should
  • 26. Green Building Alliance  Take a few shots to capture expression
  • 27. Green Building Alliance  Take a few shots to capture expression
  • 28. Green Building Alliance  Take multiple shots to avoid the dreaded closed-eye
  • 29. Green Building Alliance  Use the grid! Rule of thirds can make or break an image.
  • 30. Green Building Alliance  Don’t forget you can get a different and more interesting perspective by simply lowering yourself a few inches below eyelevel (get your knees dirty) or by finding a step to elevate your shot (climb a chair).  Especially helpful for shooting subjects such as objects, buildings, crowds, etc.
  • 31. How does the MBA use images?  Show construction activity  Promote our members and industry allies  Tell the MBA story  Market upcoming events  Capture past events – Store on Flickr  Fun games
  • 32. How does the MBA use images? Facebook
  • 33. How does the MBA use images? LinkedIn
  • 34. How does the MBA use images? Twitter
  • 35. How does the MBA use images? YouTube
  • 36. How does IKM use images?
  • 37. Expanded reach… MBA’s 866 followers ikminc’s 1,122 followers
  • 38. Using Images in Facebook
  • 39. Images in Facebook  Cover photo – change monthly  Posts – 1x/week; 3x/week; daily  Upload link videos 1x/month  Photo albums, action shots, candid shots, event photos
  • 41. Using Images in Twitter
  • 42. Images in Twitter  Now has the ability to display inline images to Tweets. Works with images uploaded directly to Twitter  Also works with Buffer’s browser extension  Applies also to Vine videos SOURCE: http://www.fastcompany.com/3022116/what-twitters-expanded-images-mean- for-clicks-retweets-and-favorites
  • 43. Examples of AEC Tweets with Images
  • 44. Twitter Image Sizes Source: http://www.pinterest.com/pin/544020829961841228/ Source: http://www.pinterest.com/pin/68117013088877617/
  • 46. Sprout Social allows scheduling with photos to multiple platforms & accounts
  • 47.
  • 48. Also creates weekly reports; create your own
  • 49. Using Images in LinkedIn
  • 50. Images in LinkedIn LinkedIn is the world’s largest professional network – 225 million +
  • 51. Images in LinkedIn LinkedIn is a professional site that’s content heavy, but you can enhance your content with images: Poll shows that Wolf's lead over Corbett is widening. @Triblive @melissamdanielshttp://lnkd.in/bZKd4x9 Poll shows Wolf's lead over Corbett widening triblive.com A summer of campaigning and advertising did little to revive Republican Gov. Tom Corbett's moribund popularity among Pennsylvania voters, the latest figures show. The results ...
  • 52. Images in LinkedIn A good example of enhancing your content with an image. Pittsburgh's office vacancy ranks third lowest in the country bizjournals.com Behind only Manhattan and San Francisco in terms of available office space, according to CBRE report.
  • 53. LinkedIn Image Sizes Source: http://www.pinterest.com/pin/68117013088877617/
  • 54. Images in LinkedIn The profile picture is an excellent opportunity to enhance the look of your profile so give it some thought:
  • 55. Images in LinkedIn And now some examples of bad profile pictures:
  • 56. Images in LinkedIn And no image at all is just as bad….
  • 57. Images in LinkedIn Ways to VISUALLY improve your LinkedIn profile  Add /edit profile  Add Slideshare and/or Behance  Place images appropriately throughout profiles  Include images in posting
  • 59. Photo Editing Tools  Adobe Photoshop CC  Expensive  Powerful  Challenging to use - too many features to summarize  Resize, Color-correct, Add text
  • 61. Photo Editing Tools  Pixlr  Free, Mobile photo editing app  More than 600 effects, overlays, and borders and lets you do all the main things you'd expect from a photo editor, from cropping and re-sizing to removing red-eye and whitening teeth  Gimp  Free, Open Source photo editor  Painting tools, color correction, cloning, selection, and enhancement.  PicMonkey  Free, no sign up required for use  Someone who has never edited in a photo editing program before could use this pretty easily.  Can access anywhere you have internet service.
  • 62. Photo Editing Tools  Canva  Free, some paid options  Described as a Blogging tool  Drag and drop, add text, add backgrounds, etc
  • 63. Example: Canva Facebook Cover Image
  • 65. Flickr  Photo sharing site  Beautiful on screen interface, portfolio site  Allows interaction with community in the form of  Favorites  Comments  Who’s using it well?  MBA of WPA  Nello Construction
  • 66. What to share on Flickr  Great place to share events:  Ground Breakings  Ribbon Cuttings  Topping off ceremonies  Company events: picnics, holiday parties, award ceremonies, golf outings, fundraisers, charity events  Conferences/Speaking engagements
  • 68. Flickr Pros and Cons PROS CONS  Free with sign up  1TB of Space  Drag and Drop upload  Max Photo size 200 MB  Max Video 1 GB  Collections, sets galleries for organizing  Tagging  Easy to share  A tad difficult to search  Another place to build community  Not for photo editing  Aviary, Pixlr, Photoshop Express
  • 70. YouTube  Online Video sharing site  Over 1 Billion Views per day  Create and share video content that’s relevant to what your ideal customer is searching for on the Internet.
  • 72. What to share on YouTube  Intro Trailer video – Who you are, What you do  Stats to Benchmark who you are  Customer Success Story/Testimonials  Answer FAQs  Teach Something – Create How To Videos  Behind the scenes  Company activities, personnel, culture
  • 73. YouTube Pros & Cons PROS CONS  Free to upload  Free to create channel  Globally recognized  Videos can be longer  Videos can be embedded in your site  It’s Free…You have little control  “Noisy” space – difficult to get your messages found and heard  Difficult/costly to create videos  You may draw attention to your competitors  Vulgar videos readily available
  • 74. Micro Video – Vine & Instagram
  • 75. Vine & Instagram  Vine – Twitter’s 6 second video  Instagram’s Video – 15 second video  Start a conversation with customers  Highlight brand advocates  Display your work. A quick update at the site?  Show your office  Promote activities at your conference booth
  • 76. Six Steps to get started with Vine 1. Download and install the Vine app. 2. Create a Vine account using your Twitter profile or email address. 3. Find people to follow by going to your profile and clicking the People icon at the top right of your screen. You can also go to your settings and use the Find People option under Friends. 4. Connect your Facebook account to share videos on Facebook as well (personal profiles only). 5. Click the video camera icon to start recording videos. Tap your finger on the screen to record and release to stop recording. 6. When you’re finished, click Continue to share your video on Vine, Twitter and Facebook.
  • 78. Micro Video Pros & Cons PROS CONS  Quick, easy  Adds video  Lower level of quality is acceptable  Opportunity for fun, human interaction  Adds video  Not your audience demographic  Short, difficult to convey message
  • 80. Local Image Stars Green Building Alliance: www.go-gba.org Bradd Celidonia – braddc@gbapgh.org Imagine Pittsburgh: www.imaginepittsburgh.com Bill Flanagan – bflanagan@alleghenyconference.org Bonnie Pfister – bpfister@alleghenyconference.org Master Builders’ Association: www.mbawpa.org Jon O’Brien – jobrien@mbawpa.org IKM, Inc.: www.ikminc.com Patty Swisher – pmswish@ikminc.com
  • 81. Where to Look Outside the Region  Layton Construction: www.laytoncompanies.com  PC Construction: www.pcconstruction.com  Sundt Construction: www.sundt.com
  • 82. Thank You For Attending A follow up email will be sent shortly requesting your feedback on today’s program. Make sure you signed in and entered your email address.