8 components to optimise for perfect architecture, engineering and design LinkedIn company pages

1. “CONNECTING
THE DOTS”
Jamie Millar
Corporate Communications Manager
Total Synergy
DIGITAL MARKETING:
SOCIAL MEDIA FOR
AEC BUSINESS
WORKSHOP

2. A FEW
COMPONENTS
OF DIGITAL
MARKETING

4. SOCIAL MEDIA IS SIMPLY
ONE COMPONENT OF A
BROADER DIGITAL
MARKETING STRATEGY

5. THE SCALE OF
SOCIAL MEDIA

6. "The Conversation
Prism is a visual map of
the social media
landscape. Developed
in 2008 by Brian Solis,
it’s an ongoing study in
digital ethnography that
tracks dominant and
promising social
networks and organises
them by how they’re
used in everyday life.”
https://conversationprism.com

7. QUALITY, NOT QUANTITY
From numbers of followers and social
channels to volume of content, quality is
recognised, consumed and shared…
quality brings people back for more.

8. DON’T MAKE NOISE
Identify the key social channels your
audience uses and focus on being great
at those. Quality content in the right
place beats noise everywhere.

9. WHY BOTHER WITH
SOCIAL MEDIA?

10. Social media is about engagement,
which means conversation, discussion,
being part of a bigger ideal than simply
selling your stuff or repetitively
broadcasting scheduled messages.

11. HAVE A POINT OF VIEW
CREATE CONVERSATION
JOIN CONVERSATION

12. Engagement
Trust
Referrals
Audience targeting –
B2B, B2C, C2C
Thought leadership
Lead generation
Domain authority
Transparency
Approachableness
Brand awareness
Expression of values
Loyalty (external and
internal)
SOME REASONS TO BE IN THE
CONVERSATION…

13. SOCIAL MEDIA AND
CONTENT MARKETING

14. “Content marketing is a marketing
technique of creating and distributing
valuable, relevant and consistent content
to attract and acquire a clearly defined
audience – with the objective of driving
profitable customer action.”
Content Marketing Institute

15. Australian B2B
marketers use
an average of
13 content
marketing
tactics – social
media is joint
first on 84%.

16. SOCIAL MEDIA IS A KEY
DISTRIBUTION CHANNEL
FOR CONTENT

17. Australian B2B
marketers cite
LinkedIn as the
social media
platform they
use most often
to distribute
content.

18. “It's not unusual for designers and
creators to have strong opinions,
impressions and influences...”
In other words, a point of view. This can
be used to create original content to
feed the social channels.

19. “GROW BIGGER EARS…”
(OR, LEARN TO LISTEN)

20. “Lots of people will sell you ways to
speak... Me? I’m passionate about
listening as much as I am speaking. You
know: two ears, one mouth, that stuff.”
Chris Brogan
(Social media strategist and speaker)

21. THE BIGGEST
OPPORTUNITY SOCIAL
MEDIA OFFERS
BUSINESSES IS
LISTENING

22. “An interested person is an interesting
person…”
Old wives’ tale
Same goes for brands – take an interest
in your customers’ stories

23. #AEC
A SOCIAL INDUSTRY?

24. This graph shows the
percentage of Total
Synergy clients on
various social media
(2013).
The second figure is the
percentage of activity by
those with a presence on
social media (activity is
defined as posting
content upwards of
twice per month).
Total Synergy’s clients
can be viewed as a
typical representation of
architectural and
engineering businesses
in the Australia/New
Zealand region.
TOTAL SYNERGY CLIENTS ON SOCIAL MEDIA

25. ARCHITECTURE, CONSTRUCTION AND
DESIGN INDUSTRIES ‘ON’ SOCIAL MEDIA
2013 Infolink.com.au
social media survey
One third of
businesses in the
building, construction,
architecture and
design industries are
still not on social
media.
36% of businesses are
unsure how to use
social media to engage
their market.
Two thirds say more
social media training
would help.
Survey sample: 1291 Australian
businesses in building, construction,
architecture and design industries.
http://www.architectureanddesign.co
m.au/news/building-construction-
architecture-and-design-busi
Companies that have a page on one of these social media

26. “CONNECTING
THE DOTS”
ENGAGE WITH
TOTAL SYNERGY…
/company/totalsynergy
@totalsynergy
syn.gy/TSgoogle
/totalsynergy
@totalsynergy
#SynergyAEC #moretimefordesign