Get Ready, Set, Engage! Using Social Media to Connect with Your Members
Get Ready, Set,EngageUsing Social Media toConnect with YourMembers
Join our conversation:#AIAGR-SocMediaWe’ve started a conversationand will continue it after thepanel. Chime—or “tweet”—in!
What Is Social Media? Presenter: Sybil Walker Barnes AIA National
What is social media? An umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio. - Wikipedia
Put another way, it’s the millionsof conversations taking placeonline every day, all day.
What’s the big deal? New technologies are changing consumer (member) behavior. Shifted from a one-way conversation No longer communicating in a tunnel where only one person benefits Now everyone is a publisher
Why should my component careabout social media?Reason #1:Because 3 out of 4 Americans use socialmedia(Forrester, The Growth of Social Technology Adoption, 2008)Reason #2:Because visiting social sites is the fourthmost popular online activity(Nielsen, Global Faces and Networked Places, 2009)
Why should my component careabout social media?Reason #3:Because time spent on social sites is growingat three times the overall Internet rate(Nielsen, Global Faces and Networked Places, 2009)Reason #4:Because social media is like word of mouthon steroids
LinkedIn Case StudyBoston Society of Architects Presenter: Karin Broadhurst
What is it? Professional networking (rather than social) Business oriented An online resume
Why use it? Create a contact network (yours plus access to your contacts’ contacts) Find jobs, people, and business opportunities Cultivate a talent pool
How is the BSA using LinkedIn?LinkedIn Groups and Subgroups: like the oldBSA network, but online (& international) Post news and discussion questions Send group messages Share files
Groups: Things to Consider Who can join? (members? industry folks? everyone?) Monitoring posts Who manages it? (staff? volunteer members?)
Facebook Case Study AIA | DC Presenter: Jennifer Motruk-Loy
What is it?Imagine LinkedIn as you in a suit, networking,professional.Facebook is you in business casual, or weekend casualdress, chatting and sharing things you have in commonwith others.Twitter is you in track shoes, trying to keep up or justkeep ahead...
How does Facebook work? It’s a social networking web site where users can add friends and send themmessages and update their personal profiles to notify friends about themselves. Additionally, users can join networks organized by city, workplace, school, andregion. Users can join and create up to 200 groups (formatted as pages) as membersaccording to their interests or areas of expertise. The Group will appear in thesearch results of Facebook if the group is on ‘public’ view. Users can choose to become a fan of pages according to their interests toconnect and interact with other strangers that can become connections.
Washington chapter AIA case studyAIA | DC established a Facebook page in summer2008 to garner more recognition and raiseawareness of the Chapter’s activities and topromote membership, educational opportunities,and special events.We also created DesignDC 2009 for a conferencebut will consolidate both this year.On Facebook, both groups are classified as:a Group > specifically an OrganizationCurrently, with 446 “members,” which continuesto grow daily.
Group: Organization Members Info Discussions Photos Events Video
Admins Officers Members (profiles) Events Settings
AIA|DC use and successful applications of Facebook toolsFor visibility and cross-marketing of programs, events Calls for entry to competitions Registration for classes and events Showcasing award-winning projects in a virtual galleryFor generating dialogue between members Introducing members to each other ‘Meeting’ new members or colleagues in other regions Generating an informal “Job Bank”Reaching out to younger generation constituents Mobile communications / link to web site blogs and Twitter
What has Facebook done for AIA | DC? We’ve garnered a spot on this discussion panel! We’ve connected with constituent members that we don’t otherwise interact with on a regular basis We’ve spread the word on DesignDC and have elevated recognitionof AIA | DC in search results It has made us seriously review and revise our strategic marketingplanning for 2010 and beyond!
How do you know if it’s right for your component? Is your component small or large? Will you potentially grow to havemore than 5,000 Facebook fans or members? Do you need a new way to communicate to and engage with yourconstituents? Is your web site static? Do you want to incorporate interactivemedia in an easy way? Is there someone who can dedicate the time and consistency toupdate and maintain the page?
Facebook best practices for AIA components Visit and join other groups to learn about the functionality and bestapplications for your component Display a clear representation of your brand / chapter Use multiple administrators to keep information current and relevant Link to other social media / traditional online communications via web sitefeed, blogs, Twitter, etc. Showcase upcoming events; take RSVPs and link to event sites Post component event documentation via photos or videos Generate discussions and forums for sharing best practices, new information on business developments Survey group members for suggestions, committee participation or for leadership involvement
Facebook best practices for AIA components > more Include a Facebook link to join the Group on the home page of your web site Link your web site blog to your Facebook page and to your Twitter account so you’re updating in one place and aggregating information for your members Always include event links / links for more information and shorten via http://bit.ly Allow Facebook to contact you via email when a new member joins – send a thank you and ask them to get involved Keep up on the Facebook discussion boards and general best practices to make the most of this social networking and membership-building tool
Twitter Case StudyAIA New York Chapter Presenter: Emily Nemens
What is it? Microblogging site launched in 2006 Millions of users around globe
What is it? Microblogging site launched in 2006 Millions of users around globe
It’s also… Fast, efficient, communication Each tweet is 140 characters – the same as a text message – but much savvier than “mass texting” An informational, social, and professional network You have “followers” and can “follow” others
…and it offers: Utility + social media = Long lasting web presence “Plumbing” for the internet, “Why Twitter will endure,” NYT, 1/1/2010 http://www.nytimes.com/2010/01/03/weekinreview/ 03carr.html?scp=5&sq=twitter&st=cse Free, sophisticated marketing tool for the right user Anyone can learn how to make the most of twitter: twitter.com/Twitter_Tips
Who is using Twitter? Politicians Celebrities Businesses …and architects?
How does it work? The Basics: Sign up for an account Start sending out short messages Invite friends through other means Email, social media, newsletters, Twitter mentions Start a conversation
How does it work? The Basics Sign up for an account Start send out short messages Find people you want to follow, and hope thatpeople start to follow you.
Twitter.com/CenterForArch Started tweeting spring 2009 Send out messages CenterforArch tweets about events, competitions, and news Following colleagues, components, members,and publications As of Jan 2010, we had 1406 followers, and were listed on 109 lists (new feature in 2009)
How AIANY is using Twitter. Beyond the basics: Retweeting and Mentions “RT” quotes someone else, “@name” is a link to account Send messages to specific people 140 word personal messages, start tweet with “@name”
How AIANY is using Twitter. Beyond the basics: Hashtags: #AIAGR-SocMedia Instant search that links tweets into a chain/conversation Analytics http://bit.ly/ will shorten your web address, tracks clicks
Why AIANY is using Twitter: Utility – ease of communication Social media Resource sharing leads to relationships, loyalty Two-way relationship replaces standard, one-way marketing – and it’s FREE Expanding network, improving “member” (follower) value
For every component! Big – Components – broadcast news about events Can be delegated to communications staff Publications Break stories between publishing dates, generate traffic to news site, editorialize on other publications’ news
– and small Personal accounts – share expert opinions As leaders in the field, people want to know what you’re thinking about, reading, and designing
Things to consider: Decide which is right for you and your component No “right” answer for all AIA chapters, but as professionals, there is one wrong way: too personal. Be a good representative! Commit to consistency Don’t overtweet or go missing for months – you want to be a reliable source
Roadmap for Your Component Presenter: Erin Hoffer, AIA, LEED AP
Social Media Road Map Defining Objectives Recapping On-ramps Measuring Success
Defining Objectives Making knowledge accessible? Increasing member engagement? Increasing member competency? Increasing career opportunities through networking? Influencing member interest, action? Other ideas?
Social Media Policy Issues Transparency Standards Content Readiness and Review Process Content Appropriateness (Audience Considerations) Emphasis on Relevance, Value Managing Feedback and Response
Measurement Issues Technology Resources – budget and capacity Mapping to objectives Research framing question
Recapping the On-Ramps – Facebook Event Awareness – date, time, locations Interactive Experiences – Photos/Video Links connected to member-relevant topics Divide and conquer Wall settings Frequency of Status Updates Provocative Discussion
Measuring Success – Monitoring Tools Social Media Monitoring Tools TruCast http://www.trucast.net/ Positive vs. Negative Sentiment Number of threads discovered Number of responses to threads
Measurement Current Tool Success MetricNeedListening/Monitoring -Social Media Monitoring Sentiment, topic mentions, post authors, post Tools (i.e. TruCast) volume, share of voice in market (engagement)Tracking initiatives - Analytics tagging & Traffic driven to a destination, traffic converting MURLs (i.e. event registrations)Publishing Amount of publishing over a set period of time; - TweetDeck (individual) amount of content reuse (RT, YT embeds, FB - Cotweet (group) shares); relationships developed with other advocate publishersVolume/Influence - Facebook Subscriber/fan/follower numbers - Twitter YouTube: video star rating & # of comments - YouTube YT/FB/TW: star rating, favorites, etc.Problems, - TruPulse Case studies of issue resolution; EmergenciesComplaints - cotweet handled ; Member surveys demonstrating - Member surveys improved satisfaction or engagement.
Social Media Alternatives ex: Retrofit Game ex: YouTube ex: AU
GENERAL:Getting Started with Social Media – A Guide and Resource ListArticle: http://www.technotheory.com/how-to-use-social-media-guide/40 Key Elements to Get Started in Social MediaArticle: http://www.louisgray.com/live/2009/01/40-key-elements-to-getting-started-in.htmlHow to Get Started With Social Networking: Picking the Right Social Network For YouArticle: http://webtrends.about.com/od/socialnetworking/a/socialnetwork_h.htmTWITTER:How to Use Twitter (Google Video)Twitter 101 for Business: A Special GuideeGuide: http://business.twitter.com/twitter101Newbies Guide to TwittereGuide: http://news.cnet.com/newbies-guide-to-twitter/
FACEBOOK:Getting Started with Facebook for Companies and OrganizationsArticle: http://fastwonderblog.com/2009/04/07/getting-started-with-facebook-for-companies-and-organizations/32 Ways to Use Facebook for BusinessArticle: http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/Facebook for MarketingWebsite: http://www.facebook.com/marketingLINKEDIN:100+ Smart Ways to Use LinkedInWebsite: http://www.linkedintelligence.com/smart-ways-to-use-linkedin/GENERAL:Book: “ANYWHERE” by Emily Nagle Green of www.yankeegroup.com
. . . So start engaging! Questions? Karin Broadhurst, firstname.lastname@example.org Erin Hoffer, email@example.com Jennifer Motruk-Loy, firstname.lastname@example.org Emily Nemens, email@example.com Sybil Walker Barnes, firstname.lastname@example.org