A presentation made to members of the Royal Institute of British Architects in Truro, September 24th 2013

1. Social Media for Architects
1Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

2. Social Media for Architects
2Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

3. Social Media for Architects
3Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Noah Kalina
29.8m views on YouTube
Now that’s the magic of web
marketing

4. Social Media for Architects
4Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

5. Social Media for Architects
5Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

6. Social Media for Architects
6Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

7. Social Media for Architects
7Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

8. Social Media for Architects
8Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Web Marketing is a Marathon
There are NO quick wins!

9. Social Media for Architects
9Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Blogging
• Twitter
• QR Codes
• Mobile
• Pinterest
Agenda

10. Social Media for Architects
10Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
World Wide Web – Reality Check

11. Social Media for Architects
11Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Vast Market
Great Opportunity

12. Social Media for Architects
12Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
7.1bn
2.1bn
49m

13. Social Media for Architects
13Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Lots of money
spent online

14. Social Media for Architects
14Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
SourceOfficeofNationalStatistics
UK Online sales 2012
Ecommerce = £483bn
Ecommerce = 19% by value
B2C = £ 78.15bn
B2B = £404.85bn

15. Social Media for Architects
15Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Lots of different ways to get online
=
Lots of time spent online

16. Social Media for Architects
16Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
PC
Laptop
Netbook
Tablet
Smart Phone
WiFi
3G
4G

17. Social Media for Architects
17Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Is your business ready?
Do you have
• Phone systems in place to deal with calls?
• People to deal with enquiries?
• Stock to deal with uplift in orders?
• Logistics in place to deliver on new orders?
• Cashflow to meet increased demand?

18. Social Media for Architects
18Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling & relevant content?

19. Social Media for Architects
19Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Does it tell the right story?
A –
I –
D –
A –
Grab the ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION

20. Social Media for Architects
20Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
What is Guerrilla E-Marketing?
Guerrilla E-Marketing is an online marketing strategy in which
unconventional means are utilised to
• raise awareness
• build credibility
• convey an idea
• promote a product
using relatively small inputs to deliver
proportionally large gains
IT IS NOT
A HARD SELL
OPPORTUNITY

21. Social Media for Architects
21Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Why use Guerrilla E-Marketing?
The Evolving Internet

22. Social Media for Architects
22Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Why use Guerrilla E-Marketing?

23. Social Media for Architects
23Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Online Networks – Benefits
• Stay in touch with existing clients
• Reach out to new audiences and markets
• Better understanding of related markets
• Relative low cost of entry
• Possible high return

24. Social Media for Architects
24Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Rule No. 1
Go where your
clients are!

25. Social Media for Architects
25Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
www.surveymonkey.com

26. Social Media for Architects
26Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Online Networks

27. Social Media for Architects
27Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
SocialNetworking

28. Social Media for Architects
28Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Average age distribution across social network sites
0-17 18-24 25-34 35-44 45-54 55-64 65+
15%
9%
18%
25%
19%
10%
3%
Data source: Google Ad Planner

29. Social Media for Architects
29Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Social Media is
the
No. 1
online activity

30. Social Media for Architects
30Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
2/3rds of the
Global Internet
population visit
Social
Networks

31. Social Media for Architects
31Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
10% of all
internet time is
spent on Social
Networks

32. Social Media for Architects
32Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

33. Social Media for Architects
33Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
If Facebook was a country it would be
1/ China
2/ India
3/ Facebook
4/ USA
1.35 bn
1.24 bn
1.1 bn
313.9 m

34. Social Media for Architects
34Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Adds 1/2m
users every
day

35. Social Media for Architects
35Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
23bn minutes
spent on
Facebook
EVERY day

36. Social Media for Architects
36Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
30bn
• web links
• news stories
• blog posts
shared each week

37. Social Media for Architects
37Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Facebook now
has a greater
share of the
internet than

38. Social Media for Architects
38Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Changing the
way people
interact, share
&shop

39. Social Media for Architects
39Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

40. Social Media for Architects
40Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Facebook – Getting Started
3 Types of presence
• Profile – personal
• Page – business
• Group – sharing

41. Social Media for Architects
41Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Facebook – Original Facebook Page

42. Social Media for Architects
42Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Facebook – Customised Page

43. Social Media for Architects
43Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Timeline Page

44. Social Media for Architects
44Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

45. Social Media for Architects
45Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

46. Social Media for Architects
46Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

47. Social Media for Architects
47Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Social Networks – Build your profile - Groups
• Find relevant pages and join the conversations
• Find other Business Pages and join in
• Find influential individuals and join in
• Contribute and add value
• Start your own group
• Link back to your website

48. Social Media for Architects
48Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Business Networks

49. Social Media for Architects
49Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

50. Social Media for Architects
50Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Over 238 million
registered
professional users

51. Social Media for Architects
51Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

52. Social Media for Architects
52Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
More than 3m
companies have
a FREE Linkedin
Company Page

53. Social Media for Architects
53Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Adds 5.25m
new members
every month

54. Social Media for Architects
54Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Linkedin – Getting Started – build profile

55. Social Media for Architects
55Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Develop your profile

56. Social Media for Architects
56Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Develop your free Company Page

57. Social Media for Architects
57Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Linkedin – Build FREE Company Page

58. Social Media for Architects
58Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Linkedin – Getting Started – make contacts

59. Social Media for Architects
59Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Linkedin – Getting Started – find groups

60. Social Media for Architects
60Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Linkedin – Research

61. Social Media for Architects
61Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Viral Marketing’s free…..pst pass it on

62. Social Media for Architects
62Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
Viral Marketing’s free…..pst pass it on

63. Social Media for Architects
63Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
20
40020 x 20
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
Viral Marketing’s free…..pst pass it on

64. Social Media for Architects
64Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

65. Social Media for Architects
65Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Viral Marketing -How
• Refer a friend
• Competitions
• Video

66. Social Media for Architects
66Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

67. Social Media for Architects
67Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
2nd
most searched
site on the
internet

68. Social Media for Architects
68Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
1bn
unique visits
Each month

69. Social Media for Architects
69Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
100 hours
of new content
uploaded every
minute

70. Social Media for Architects
70Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
YouTube clips now
incorporated in
Google Search
results

71. Social Media for Architects
71Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Outsource to Video Production Company
• DIY
Your Video

72. Social Media for Architects
72Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Your Video

73. Social Media for Architects
73Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Your Video

74. Social Media for Architects
74Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Your Video

75. Social Media for Architects
75Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Teenage mum
• Left school at 16
• Variety jobs
• Posted pictures of applied make up
• Posted video to YouTube
• International TV Interviews
• Makes a living from YouTube
• Own range of Makeup
• Computer Game

76. Social Media for Architects
76Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

77. Social Media for Architects
77Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Your Video

78. Social Media for Architects
78Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Prepare prepare prepare
• Prepare and learn your script
• use cue cards
•Prepare your location
• quiet and free from disturbance
• Prepare yourself
Your Video

79. Social Media for Architects
79Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

80. Social Media for Architects
80Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

81. Social Media for Architects
81Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

82. Social Media for Architects
82Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Blogging – Why
• An easy way to update latest news
• An informal way of communicating
• Helps with the search engine position of your website
• Opens your business to a wider audience
• Helps keep your clients updated

83. Social Media for Architects
83Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

84. Social Media for Architects
84Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

85. Social Media for Architects
85Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Blogging – When
When you have something to sell
When you have something new to offer
When something changes
When you have some news
When you have something to say

86. Social Media for Architects
86Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing

87. Social Media for Architects
87Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
www.blogger.com
www.wordpress.com

88. Social Media for Architects
88Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
TWITTER

89. Social Media for Architects
89Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
International companies
Cisco
IBM
Dell
Informational Services
Nasa
Marketing Donut
Startup Donut
Respected News Services
BBC
CNN
Daily Telegraph
The Times
Celebrities
Demi Moore
Oprah
Stephen Fry
Jonathan Ross
Britney Spears
Small Businesses & Related
William Grant – Estate Agent
Matthew Franklin – MBF Design
Architect Magazine – Magazine
Fiona Davies – Interior Design
Anthony Lloyd – Fallowfields Hotel
Andy Poulton – Enterprise OMS
Neal Pann – Architect
500m registered Businesses and Individuals

90. Social Media for Architects
90Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool

91. Social Media for Architects
91Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

92. Social Media for Architects
92Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Write a short profile

93. Social Media for Architects
93Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Find People to Follow

94. Social Media for Architects
94Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Anything
Twitter – What to Tweet

95. Social Media for Architects
95Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

96. Social Media for Architects
96Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
QR Codes
[Quick Reaction]
Can contain
• Web Address
• Email Address
• Telephone Number
• Physical Address
• Sales Message
• Special Offer
• Discount Code

97. Social Media for Architects
97Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

98. Social Media for Architects
98Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

99. Social Media for Architects
99Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• 15% only access internet via mobile device
• Mobile web access passes desktop access
• 30% of UK mobile users access the web via their phone every week
Going Mobile

100. Social Media for Architects
100Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
• How does your site look on a phone?
• Is it “thumb proof”?
• Does everything work?
Going Mobile

101. Social Media for Architects
101Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Going Mobile

102. Social Media for Architects
102Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

103. Social Media for Architects
103Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

104. Social Media for Architects
104Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

105. Social Media for Architects
105Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Social Media In a Nutshell
Facebook I Like doughnuts
Linkedin My skills include doughnut eating
Viral Quick, share my doughnut
YouTube Here I am, eating a doughnut
Blog Stories about doughnuts
Twitter I’m eating a doughnut
QR Codes This squiggle goes to my doughnuts
Mobile Get my doughnut on your phone
Pinterest Lots of pictures of doughnuts

106. Social Media for Architects
106Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >

107. Social Media for Architects
107Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Want some help with –
o Your website
o Search Engine Optimisation
o Pay per Click
o Social Media
o Blogging
o Video Marketing
o Email marketing
o ……… in fact anything to do with your on-line marketing

108. Social Media for Architects
108Enterprise Online Marketing Solutions < SEO > < PPC > < Social Media > < On-Line Marketing Solutions >
Find me
www.enterprise-oms.co.uk
andy@enterprise-oms.co.uk
Follow me
Twitter @andypoulton
Linkedin AndyPoulton
Phone me
01793 745 305
07966 547146
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