Presentation given by Pritesh Patel, Digital Marketing Manager for Pauley Creative at CIMCIG Marketing to Architects Seminar. February 2011.

1. Social Media Marketing to Architects
By @priteshpatel9
Blog: http://blog.pauleycreative.co.uk
Twitter: @PauleyCreative
Facebook: www.facebook.com/PauleyCreative

2. Overview
 Background on Social Media
 Why use Social Media?
 Elements required?
 Understanding your audience
 Implementation
 Measurement

3. Social sites usage on the up

4. What do people use Social sites for?
 Read reviews and recommendations
 Learn and educate themselves
 Connect with like minded/industry peers
 Connect with brands
 Share content
 Businesses use social media to ????

5. “What can you use Social
Media Marketing for?”

6. Brand/Product Awareness
 Raise brand awareness
 What do architects think of your brand or your products?
 Are they loyal to your products?

7. Lead Generation

8. Increasing your reach
 Allow people and the media to share your content with others

9. Improve Customer Service

10. Improve Customer Satisfaction

11. Stay ahead of the game

12. “So what elements are
required for a social media
strategy?”

13. Planning to go Social
1. Being able to listen
2. Contribute
3. Publish/Share
4. Add/Offer Value

14. Identify who and where
 Twibes
 wefollow
 Twellow
 tCn
 Twitter Search
 Online Publications
 Architects Websites

15. Identify who and where

16. Listen to what is being said

17. Listen to what is being said

18. Listen to what is being said
 Create brand or product alerts – (or your competitions)

19. Listen to what is being said

20. Respond when required

21. “How can I target my content
towards Architects?”

22. When Architects search….
 Are they researching?
 Are they considering alternatives?
 Are they specifying a product?

23. Where are they searching?

24. Use content to nurture

25. “How do I implement my strategy?”

26. Create conversations
 Engage with your audience, understand their needs
 Obtain qualitative feedback on your brand or products

27. Technical Content
 Blogs, white papers, podcasts…..

28. Visual Content
 Product reviews, installations, testimonials…..

29. Visual Content

30. Leverage industry profiles

31. Develop relationships
 Online to Offline relationship building

32. Join Relevant Groups

33. Participate and share ideas

34. Utilise Recommendations

35. Tips for online content
 Make sure it’s optimised for the web
 Talk about something other than yourself
 Provide your audience with something which is useful
 Give your content some personality
 Keep it focused and relevant to your audience
 Generate links from other websites to your articles

36. Think outside the box

37. “How do I measure my social media
activities?”

38. Measurement
 For brand building  For lead generation:
 Number of mentions  Visits/Views
 Increase in brand based searches  Time on site
 Increase in product searches  Subscriptions
 Increase in specifications  Web Enquiries
 Downloads

39. Measure social traffic

40. Measure social traffic

41. Measure conversions

43. Case Study

44. Sika Sarnafil Microsite

45. Sika Sarnafil Twitter

46. Sika Sarnafil Blog

47. Summary
 Research and plan
 Find architects online and listen
 Engage with architects
 Publish content which adds value
 Monitor your brand/products online
 Measure and refine efforts when required

48. Google ‘Pauley Creative blog’ for advice on online marketing for
construction companies
Google ‘My Digital Insider’ to subscribe to our expert articles