Digital Marketing: social media for AEC businesses
•
1 like•633 views
This document discusses digital marketing and social media strategies for architecture, engineering, and construction (AEC) businesses. It provides an overview of key aspects of using social media as part of a broader digital marketing strategy, including focusing on quality over quantity of content and channels. The document also discusses how social media can be used for content marketing, engagement, and thought leadership. Additionally, it presents statistics on AEC industry usage of social media in Australia and New Zealand.
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (10)
Similar to Digital Marketing: social media for AEC businesses
Similar to Digital Marketing: social media for AEC businesses (20)
More from Total Synergy
More from Total Synergy (20)
Recently uploaded
Recently uploaded (17)
Digital Marketing: social media for AEC businesses
- 1. “CONNECTING THE DOTS” Jamie Millar Corporate Communications Manager Total Synergy DIGITAL MARKETING: SOCIAL MEDIA FOR AEC BUSINESS WORKSHOP
- 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
- 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
Editor's Notes
- Insert slide explaining the context of the preso? Change this to similar to Scott’s industry collaboration segmentation image using the components from the next page
- Insert slide explaining the context of the preso? Change this to similar to Scott’s industry collaboration segmentation image using the components from the next page
- Small description para offset to one side? "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 organizes them by how they’re used in everyday life.“https://conversationprism.com/
- Good social media execution is about quality, not quantity – whether numbers of followers, amount of content, regularity of sharing, quality is recognised, shared and enjoyed and, most importantly, brings people back for more. Noise turns people off.
- Good social media execution is about quality, not quantity – whether numbers of followers, amount of content, regularity of sharing, quality is recognised, shared and enjoyed and, most importantly, brings people back for more. Noise turns people off.
- Same as before