AIA KC Social Media for Architects


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Cindy Frewen, architect/blogger and Shelly Kramer, PR/blogger presented benefits of social media for architects and architectural firms. Marketing, recruiting, advocacy, and thought leadership were covered, including the use of various platform, strategies, example corporate strategies, and analytics.

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  • Great workshop, Shelly and Cindy. Thanks for the insights and interesting stats!
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  • Add a title here that says: Understand The Web of Today
  • No border around the box
  • Email, SMS, IM, social networks, and phone commonly usedParticipation in social networks is 51% higher than average
  • Can you find a different image – so that I don’t have to repeat using this one – but I’d like it to be very cool, like this one is
  • need New slide that just says Traditional Marketing vs. Digital Marketing
  • or 1 out of 3 humans on the net globally
  • Where do these tats come from??? Don’t believe people weren’t using email etc., in 2010, so I need to know what this means
  • No border around the box
  • put just this all on one slide
  • Moved up
  • Can you make this look different, prettier, with same basic content?
  • same with this one
  • AIA KC Social Media for Architects

    1. 1. AIA Kansas CityBlogging, Linking, Tweeting, and LikingSocial Media Makeovers for Architects<br />Cindy Frewen Wuellner FAIA PhDShelly Kramer V3 Integrated Marketing<br />
    2. 2. Understand The Web of Today<br /> Today’s Website<br />    <br />
    3. 3. Learn this, Live it …<br />Is Your Client…<br />
    4. 4. Social Media<br />Why bother?<br />93%of people expect companies to have a social media presence<br />
    5. 5. Primary Social Media Objectives<br />28%<br />27%<br />Brand <br />Awareness<br />Other<br />Customer Acquisition<br />Customer Growth <br />& Loyalty<br />25%<br />19%<br />Source: 2010 COLLOQUY & DMA Social Media Study<br />
    6. 6. People<br />has over 640 million registered users<br />
    7. 7. Largest Business Network in the World<br />
    8. 8. More than 80% of companies use social media for recruitment <br />are using LinkedIn<br />Source: Jobvite Social Recruitment Survey, via Erik Qualman’s Social Media Revolution Video<br />
    9. 9. People<br />has over 200 million accounts<br />Over 75 million tweets per day<br />
    10. 10. of users across all social media platforms are 18 to 50 years of age<br />
    11. 11. 35 years or older<br />65% are 35 to 54<br />
    12. 12. We’re a Wired Bunch – And We Participate in Social Media<br />51<br />%<br />Higher<br />Email<br />
    13. 13. A blog is social media. Notjust another place to push out your marketing message<br />
    14. 14. Why This Matters…. <br />
    15. 15. Traditional <br />Marketing<br />vs. <br />Digital <br />Marketing<br />
    16. 16. Traditional Marketing<br />Print Ads<br />Television Ads<br />Cold Calling<br />Trade Shows<br />Email Blast<br />
    17. 17. What Is Digital Marketing?<br />Blogs<br />Ebooks<br />White Papers<br />Videos<br />SEO<br />Social Media<br />Webinars<br />Feeds, RSS<br />
    18. 18. Inbound Marketing is More Effective<br />Outbound <br />Ave. Cost Per Lead<br />Inbound is 60% <br />lower per lead <br />$332<br />Inbound <br />Ave. Cost Per Lead<br />$134<br />Source: State of Inbound Marketing Report -<br />
    19. 19. Search Engines<br />Video<br />
    20. 20. is the second largest search engine next to Google with 490 million unique users per month<br />
    21. 21. Finding <br />New Clients <br />is one of every businesses’ greatest challenges <br />New Study by Bredin Business Information <br />
    22. 22. Tactics to find new customers<br />2010<br />2011<br />85%<br />51%<br />Website<br />74%<br />38%<br />Search<br />54%<br />20%<br />Video<br />Source: New Study by Bredin Business Information <br />
    23. 23. Tactics to find new customers<br />2010<br />2011<br />Coupon Offers (Groupon)<br />53%<br /> -<br />49%<br /> -<br />Mobile<br />50%<br />27%<br />Twitter<br />65%<br />43%<br />Facebook<br />Source: New Study by Bredin Business Information <br />
    24. 24. Social Media is for Leads and Sales<br />Percentage of companies that have acquired a customer from:<br />46% <br />Company Blog<br />41% <br />LinkedIn<br />44% <br />Facebook<br />41% <br />Twitter<br />Source: State of Inbound Marketing Report -<br />
    25. 25. 434%<br />Increase in website pages indexed by Google for companies that blog over companies that don't blog.<br /> <br /> <br />Source: Data from over 1,500 small businesses -<br />
    26. 26. First Step – Know Thy Website<br /><ul><li>Analyze Site Traffic
    27. 27. Do Your Keyword Research
    28. 28. Stalk the Competition
    29. 29. SEO Content For Your Site</li></li></ul><li>Now, where’s the #$@*% <br />ROI?<br />
    30. 30. The Key is BENEFITS<br />Short vs. Long<br />Financial vs. <br />Non-Financial<br />
    31. 31. Before ROI, You Get This<br />Increase in site traffic<br />Increase in time spent on site<br />Views of a specific landing page, blog post or offer<br />Increased follower/like/friend base<br />Increase in Share of Voice<br />Increase in Positive Sentiment (this means they like you) (more)<br />
    32. 32. And the Payoff …<br />Increased revenue<br />More leads<br />Shorter sales cycles<br />Lower customer acquisition costs<br />Lower customer service costs<br />Lower customer retention costs<br /> (Are You Happy Yet?) <br />
    33. 33. Scorecard<br />Financial<br />Have Revenue/Profits increased?<br />Financial<br />Have Costs decreased? <br />Have consumer attitudes about the brand improved?<br />Brand<br />Risk Management<br />Better prepared to find/respond?<br />Has the company enhanced it’s assets?<br />Digital<br />
    34. 34. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.”<br />- Charles Darwin<br />
    35. 35.
    36. 36. Device Failure <br />Any Kind of Actual Work <br />
    37. 37. Creators 23%<br /><ul><li>Blog
    38. 38. Articles
    39. 39. Tweet
    40. 40. Comments
    41. 41. Videos/Audio
    42. 42. Plus I save – research</li></li></ul><li>Creators<br />Critics<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    43. 43.
    44. 44. A growth<br />process<br />delicious<br />bookmarks<br />Following me?<br />URBANVERSE BLOG<br />FB<br />friends<br />Ideas/ info<br />APF<br />@urbanverse<br />2005<br />2009<br />2007<br />2011<br />SMCKC<br />Web -casting<br />LinkedIn<br />University of <br />Houston<br />You-tube<br />Slide- share<br />Twestival <br />webinars<br />futrchat<br />Lets blog off<br />ebooks<br />
    45. 45. Why blog? <br />Lead<br />Care<br />Know Alot<br />Lovable<br />You’re ALIVE<br />
    46. 46. Living Building/Cities Challenge<br />Architecture for Humanity<br />Charity: Water<br />LEAD<br />DR GRIST<br />Yurbanisms<br />Care<br />Arieff<br />Modenus<br />Kaid at NRDC<br />Know Alot<br />Life of an Architect<br />Lovable<br />GenslerOn<br />You’re ALIVE<br />Basics… ho hum<br />
    47. 47. What to blog…. <br />…Or tweet ……<br />
    48. 48. What do you want to read/see it?<br />Who do you want to read/see it? <br />Be real<br />Be relevant<br />Be useful, and usable<br />Be consistent, active<br />Be nice<br />Be careful with humor.<br />And be smart… and creative. <br />
    49. 49. Livable Cities<br />Work Smarter<br />Leisure <br />By DesignExperts<br />
    50. 50. Modern Workplace <br />Design<br />To be Engaged<br />
    51. 51. Architecture<br />Design<br />Sustainability<br />Cities <br />
    52. 52. Architecture<br />Design<br />Sustainability<br />Cities <br />HOK happenings<br />
    53. 53. Architecture<br />Design<br />Sustainability<br />Cities <br />HOK happenings<br />
    54. 54. Interior Design<br />Products<br />before/after<br />
    55. 55. Interior design<br />Kitchens<br />Baths<br />Travel<br />Products<br />
    56. 56. Architecture<br />Design <br />Community<br />Humor<br />Life as an architect<br />
    57. 57. Architecture<br />Social causes<br />Technology <br />Research <br />Politics<br />Futures<br />
    58. 58. Cities<br />Architecture<br />Design Sustainability<br />Futures <br />Social change<br />
    59. 59. Cities<br />Architecture<br />Sustainability<br />Futures <br />Design <br />Social change<br />Urbanism<br />
    60. 60. Ways to tweet the same thing:<br />Researcher: Case Study: San Francisco’s Plan Turns 25 #cities <br />Urbanist: SF’s plan created better public spaces and streets. #urbanism<br />Designer: San Fran’s a cool town b/c they cared enuf to create a brilliant long term plan. #design <br />Urban Stats: SF has 2 million more people than when they completed their last plan in 1986. #stats #urbandata<br />Preservationist: SF’s plan save the city’s culture. #historicpreservation<br />Conversationalist: What did SF’s do plan for you?<br />
    61. 61.<br />
    62. 62.
    63. 63.
    64. 64.
    65. 65. Thank you for your time and attention! <br />Cindy Frewen<br /><br />@urbanverse<br />Shelly Kramer<br /><br />@shellykramer<br />