Social media can be leveraged to help chapters connect with their members--all around such common goals as increasing awareness, gaining members, or highlighting chapter events.

1. Get Ready, Set,
Engage
Using Social Media to
Connect with Your
Members

2. Join our conversation:
#AIAGR-SocMedia
We’ve started a conversation
and will continue it after the
panel. Chime—or “tweet”—in!

3. What Is Social Media?
Presenter: Sybil Walker Barnes
AIA National

4. 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

5. Put another way, it’s the millions
of conversations taking place
online every day, all day.

6. 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

7. What sites comprise social media?

8. Why should my component care
about social media?
Reason #1:
Because 3 out of 4 Americans use social
media
(Forrester, The Growth of Social Technology Adoption, 2008)
Reason #2:
Because visiting social sites is the fourth
most popular online activity
(Nielsen, Global Faces and Networked Places, 2009)

9. Why should my component care
about social media?
Reason #3:
Because time spent on social sites is growing
at three times the overall Internet rate
(Nielsen, Global Faces and Networked Places, 2009)
Reason #4:
Because social media is like word of mouth
on steroids

10. LinkedIn Case Study
Boston Society of Architects
Presenter: Karin Broadhurst

11. What is it?
 Professional networking (rather than social)
 Business oriented
 An online resume

13. Why use it?
 Create a contact network
(yours plus access to your contacts’ contacts)
 Find jobs, people, and business opportunities
 Cultivate a talent pool

18. How is the BSA using LinkedIn?
LinkedIn Groups and Subgroups: like the old
BSA network, but online (& international)
 Post news and discussion questions
 Send group messages
 Share files

24. Groups: Things to Consider
 Who can join?
(members? industry folks? everyone?)
 Monitoring posts
 Who manages it?
(staff? volunteer members?)

26. Facebook Case Study
AIA | DC
Presenter: Jennifer Motruk-Loy

27. What is it?
Imagine LinkedIn as you in a suit, networking,
professional.
Facebook is you in business casual, or weekend casual
dress, chatting and sharing things you have in common
with others.
Twitter is you in track shoes, trying to keep up or just
keep ahead...

28. How does Facebook work?
 It’s a social networking web site where users can add friends and send them
messages and update their personal profiles to notify friends about themselves.
 Additionally, users can join networks organized by city, workplace, school, and
region.
 Users can join and create up to 200 groups (formatted as pages) as members
according to their interests or areas of expertise. The Group will appear in the
search results of Facebook if the group is on ‘public’ view.
 Users can choose to become a fan of pages according to their interests to
connect and interact with other strangers that can become connections.

29. Washington chapter AIA case study
AIA | DC established a Facebook page in summer
2008 to garner more recognition and raise
awareness of the Chapter’s activities and to
promote membership, educational opportunities,
and special events.
We also created DesignDC 2009 for a conference
but will consolidate both this year.
On Facebook, both groups are classified as:
a Group > specifically an Organization
Currently, with 446 “members,” which continues
to grow daily.

30. Group: Organization
 Members
 Info
 Discussions
 Photos
 Events
 Video

31.  Admins
 Officers
 Members (profiles)
 Events
 Settings

32. AIA|DC use and successful applications of Facebook tools
For visibility and cross-marketing of programs, events
 Calls for entry to competitions
 Registration for classes and events
 Showcasing award-winning projects in a virtual gallery
For 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

33. 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 recognition
of AIA | DC in search results
 It has made us seriously review and revise our strategic marketing
planning for 2010 and beyond!

34. How do you know if it’s right for your component?
 Is your component small or large? Will you potentially grow to have
more than 5,000 Facebook fans or members?
 Do you need a new way to communicate to and engage with your
constituents?
 Is your web site static? Do you want to incorporate interactive
media in an easy way?
 Is there someone who can dedicate the time and consistency to
update and maintain the page?

35. Facebook best practices for AIA components
 Visit and join other groups to learn about the functionality and best
applications 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 site
feed, 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

36. 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

37. Twitter Case Study
AIA New York Chapter
Presenter: Emily Nemens

38. What is it?
 Microblogging site launched in 2006
 Millions of users around globe

39. What is it?
 Microblogging site launched in 2006
 Millions of users around globe

40. 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

41. …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

42. Who is using Twitter?
 Politicians
 Celebrities
 Businesses
 …and architects?

43. 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

44. How does it work? The Basics
 Sign up for an account
 Start send out short messages
 Find people you want to follow, and hope that
people start to follow you.

45. Sample Tweet

46. 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)

47. 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”

48. 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

49. 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

50. 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

51. – and small
 Personal accounts – share expert opinions
 As leaders in the field, people want to know what you’re thinking
about, reading, and designing

53. 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

54. Good luck tweeting!

55. Roadmap for Your Component
Presenter: Erin Hoffer, AIA, LEED AP

56. Social Media Road Map
 Defining Objectives
 Recapping On-ramps
 Measuring Success

57. Defining Objectives
 Making knowledge accessible?
 Increasing member engagement?
 Increasing member competency?
 Increasing career opportunities through networking?
 Influencing member interest, action?
 Other ideas?

58. Social Media Policy Issues
 Transparency
 Standards
 Content Readiness and Review Process
 Content Appropriateness (Audience Considerations)
 Emphasis on Relevance, Value
 Managing Feedback and Response

59. Measurement Issues
 Technology
 Resources – budget and capacity
 Mapping to objectives
 Research framing question

60. Measuring Success - Twitter
 Event Registrants Driven by Content?
 Event Attendees Driven by Content
 Outbound Communications?
 Customer Engagement?
 Attachment?
 Click Through?
 Retweets?

61. Measuring Success - LinkedIn
 How many members?
 Discussion activity?
 Discussion reposts?
 Interconnections
 Networking?

62. Measuring Success - Facebook
 Attachment?
 Departures?
 Contributions,
Comments?
 Event Registrants
Driven by Content?
 Event Attendees
Driven by Content?
 Click Through?

63. Recapping the On-ramps – Twitter
 Market your Twitter stream(s)
 Tweeting frequency, ownership
 Use Twitter Profile
 Find “Tweeple”
 Download applications
 Link to web content

64. Recapping the On-Ramps – LinkedIn
 Engagement
 Standards, Rules
 Awareness
 Linkages

65. 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

66. 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

67. Measurement Current Tool Success Metric
Need
Listening/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 publishers
Volume/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; Emergencies
Complaints - cotweet handled ; Member surveys demonstrating
- Member surveys improved satisfaction or engagement.

68. Social Media Alternatives
 ex: Retrofit Game
 ex: YouTube
 ex: AU

69. Thinking about the Future

70. GENERAL:
Getting Started with Social Media – A Guide and Resource List
Article: http://www.technotheory.com/how-to-use-social-media-guide/
40 Key Elements to Get Started in Social Media
Article: http://www.louisgray.com/live/2009/01/40-key-elements-to-getting-started-in.html
How to Get Started With Social Networking: Picking the Right Social Network For You
Article: http://webtrends.about.com/od/socialnetworking/a/socialnetwork_h.htm
TWITTER:
How to Use Twitter (Google Video)
Twitter 101 for Business: A Special Guide
eGuide: http://business.twitter.com/twitter101
Newbies Guide to Twitter
eGuide: http://news.cnet.com/newbies-guide-to-twitter/

71. FACEBOOK:
Getting Started with Facebook for Companies and Organizations
Article: http://fastwonderblog.com/2009/04/07/getting-started-with-facebook-for-companies-and-
organizations/
32 Ways to Use Facebook for Business
Article: http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/
Facebook for Marketing
Website: http://www.facebook.com/marketing
LINKEDIN:
100+ Smart Ways to Use LinkedIn
Website: http://www.linkedintelligence.com/smart-ways-to-use-linkedin/
GENERAL:
Book: “ANYWHERE” by Emily Nagle Green of www.yankeegroup.com

72. . . . So start engaging!
Questions?
Karin Broadhurst,
kbroadhurst@architects.org
Erin Hoffer,
erinrae.hoffer@autodesk.com
Jennifer Motruk-Loy,
jml@marketingbyjml.com
Emily Nemens,
enemens@aiany.org
Sybil Walker Barnes, sbarnes@aia.org