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Architects Who Blog: Connecting Online for Influencing, Educating, and Inspiring About Architecture

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Cindy Frewen, Bob Borson, and Jody Brown presented at the AIA national convention in Washington DC on social media for architects, especially blogging, tweeting, linked in, and facebook.

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Architects Who Blog: Connecting Online for Influencing, Educating, and Inspiring About Architecture

  1. 1. Architects Who Blog:Connecting Online for Influencing,Educating, and Inspiring AboutArchitectureSESSION ID: TH205Thursday, 5.17.2012, 2:00 – 3:30pm
  2. 2. This presentation is protected by US and International Copyright laws.Reproduction, distribution, display and use of the presentationwithout written permission of the speaker is prohibited.
  3. 3. AIA/CES Quality StatementThis program is registered with the AIA/CES for continuingprofessional education. As such, it does not include content thatmay be deemed or construed to constitute approval, sponsorshipor endorsement by the AIA of anymethod, product, service, enterprise or organization. Thestatements expressed by speakers, panelists, and otherparticipants reflect their own views and do not necessarily reflectthe views or positions of The American Institute of Architects or ofAIA components, or those of their respectiveofficers, directors, members, employees, or otherorganizations, groups or individuals associated with them.Questions related to specific products, publications, and servicesmay be addressed at the conclusion of this presentation.
  4. 4. Learning Objectives1. Strategically select the best social media platforms for engaging particular audiences. Access these platforms and create profiles that will attract people. Link between platforms in order to drive traffic to their blog and website.2. Develop blogging themes that will build credibility and gain access into influential conversations. Create headlines and key words to optimize search engine access. Format tweets that will be shared repeatedly. Create blog posts that will attract readers and engage people in commenting.3. Research and find particular communities of interest including design professionals, collaborators, building users, and clients. Engage in those conversations and build a credible voice. Become a thought leader, educator, influencer, or entertainer within particular groups through writing and connecting.4. Utilize limited time well to gain the most benefit from blogging and social media. Plan optimum times and methods for connecting with particular communities. Analyze the value of cost and time versus benefits of blogging and using other social media tools.
  5. 5. SpeakersBob Borson, AIA, Life of an Architect @bobborson lifeofanrachitect.com Dallas TXJody Brown, AIA, Coffee with an Architect @infillnc coffeewithanarchitect.com Infill, Durham NCCindy Frewen Wuellner, FAIA, PhD @urbanverse urbanverse.net Frewen Architects Inc, Kansas City MO
  6. 6. has over 845 million registered userswikipedia
  7. 7. Largest Business Network in the Worldwikipedia
  8. 8. More than 80% of companies use social media and of those Use LinkedIn for recruitment Erik Qualman’s Social Media Revolution Video
  9. 9. has over 300 million accounts Over 1.6 billion searches per day 300 million tweets per daywikipedia
  10. 10. A blog issocial media.Not just another way to push out your best projects. It’s relationship building.
  11. 11. Why This Matters…. Link Bait.Starts with BLOG
  12. 12. Search EnginesVideo
  13. 13. is the second largest search engine next to Google with 790 million unique visitors per month http://www.reelseo.com/youtube-790-million-uniques/
  14. 14. 434%Increase in website pages indexed companiesby Google for that blog. Hubspot, study of 1,500 small businesses http://bit.ly/11deQ0
  15. 15. The Agora: twitterfor AtheniansFlickr creative commons Arian Zwegers http://flic.kr/p/atJzVE
  16. 16. First -- Know Your Website• Analyze Site Traffic• Do Your Keyword Research• Stalk the Competition• SEO Content For Your Site Shelly Kramer V3 Kansas City Integrated Marketing
  17. 17. In the Beginning Bob Borson, AIA Architect LEED AP Dallas, Texas mow my own grass basic, non descript, regular guythe real me … that no one had ever heard of Launched www.lifeofanarchitect.com January 14, 2010 didn’t know what I was doing didn’t have special technical skills … going to make it up as I wentthe fake me
  18. 18. Life of an Architect - World Headquartershome office couch in front of the TV
  19. 19. Life of an Architect - World Headquarters work office satellite office
  20. 20. By the numbers 725 Days since launch of lifeofanarchitect.com 3rd most visited architectural blog site in world 2.3 million+ total visits 33,698 people who have visited over 200x 2:12 average time on site 16 posts with over 50 comments 199 most comments on a single post 7,600+ Facebook Fans 5,300+ Twitter Followers … but does it really matter?!?
  21. 21. By the numbers Where are the people coming from? Worldwide United States “Work Zone” What sort of people are they? Potential clients Other architects Architectural students Vendors awesome people
  22. 22. How did this happen?Facebook LinkedIn TwitterPlatforms for interaction and message distributiondifferent readers different delivery different interaction SAME CONTENT
  23. 23. How did this happen? Facebook Demographics Content Interaction
  24. 24. How did this happen? Twitter Demographics Content Interaction
  25. 25. Advocating the profession Topic Appeal clients architects arch students recruiting Purpose? educational advocacy
  26. 26. For the Pro’s (behind the scenes) Topic Appeal clients architects vendors Purpose? process oriented
  27. 27. Promotion & Perception Topic Appeal clients architects recruiting Purpose? firm culture
  28. 28. Firm Promotion Topic Appeal clients vendors recruiting Purpose? work scope promotional maintain interest
  29. 29. Humor Topic Appeal clients architects recruiting Purpose? personality for my benefit
  30. 30. Humor & Personality Topic Appeal clients architects recruiting Purpose? vocational humor
  31. 31. Personality & Perception Topic Appeal clients architects recruiting Purpose? personality driven
  32. 32. Personal Topic Appeal clients architects recruiting Purpose? connection and ownership
  33. 33. Community Outreach Getting the word out 250+ registrants from around the world 19 different countries 31 different states
  34. 34. Why do I do it?
  35. 35. What next? I have the same questions that everyone has: Now that I’ve reached this point what happens? Success = time, sacrifice, commitment Success = Personal, interesting and consistent ROI = Return on Investment?? Measure using goals that YOU define: new business? personal promotion/ branding? connecting with others / communicating? creative outlet?
  36. 36. ARCHITECTS WHO BLOGCASE STUDY: COFFEE WITH AN ARCHITECT  I STARTED A BLOG TO FIND WORK  I DID WHAT I WAS SUPPOSED TO DO  IT DIDN’T WORK  SO, I GAVE UP AND STARTED BEING MYSELF  THEN THIS BLOG SAVED MY LIFE  NOW I HAVE IMAGINARY FRIENDS  SO, SHOULD YOU BLOG? { SPOILER ALERT: YOU SHOULDN’T }
  37. 37. I STARTED A BLOG TO FIND WORK  I LOST MY JOB IN JANUARY 2009  I LOST MY COMMUNITY OF FELLOW PROFESSIONALS  I WAS LOOKING FOR A CREATIVE OUTLET  I WAS THINKING ABOUT THE PROFESSION AND MY PLACE IN IT  I WAS LEARNING TO START A NEW BUSINESS  I WANTED TO NETWORK  I WANTED TO BUILD A COMMUNITY
  38. 38. I STARTED DOING WHAT I WAS SUPPOSED TO DO WHAT PLATFORMS I USED: LINKEDIN < 65 CONNECTIONS IN 2009 FACEBOOK PERSONAL PAGE < 85 FRIENDS IN 2009 WEBSITE – COMPANY PAGE <10 VISITS PER DAY SKETCH-BLOG <10 VISITS PER DAY TUMBLR-BLOG <10 VISITS PER DAY COMPANY BLOG <10 VISITS PER DAY FACEBOOK COMPANY PAGE <85 FANS IN 2009 TWITTER <150 FOLLOWERS IN 2009 WHAT I TALKED ABOUT: MY RESUME MY WORK EXPERIENCE THE TYPES PROJECTS I’VE WORKED ON WHAT I’M WORKING ON NOW MY EXPERTISE IN THE PROFESSION
  39. 39. IT DIDN’T WORK 100% 90% “Isn’t there someone else unemployed 80% out there with something more 70% interesting to say?” 60% 50% 40% 30% 20% 10% 0% MY TRAFFIC MY MOM OTHER PEOPLE
  40. 40. SO, I GAVE UP AND STARTED BEING MYSELF
  41. 41. THEN THIS BLOG SAVED MY LIFE  Twitter - @INFILLnc - 2400+ followers  Blog – COFFEEWITHANARCHITECT.COM (Started blog in February 2010 – now gets 2000-5000 visits/day, 1500+ email subscribers, 2400+ RSS feeds, has had over 500,000 visits to date)  Facebook blog page - “Coffee with an Architect” page (started page in 2011 – 5500+ fans)
  42. 42. I TALK ABOUT BEING AN ARCHITECT “I WEAR BLACK, UNLESS IT’S HOT, AND THEN I WEAR BLACK.” “I HAVE EXCELLENT TASTE IN …. ALMOST EVERYTHING.” “I HAVE WON AN AWARD FOR ALOOFNESS. I DON’T LIKE TO TALK ABOUT IT THOUGH.” “MY TURTLENECK CAN MAKE YOU FEEL INADEQUATE AS A MAN.”
  43. 43. I TALK ABOUT MY WORK
  44. 44. I TALK ABOUT HOW ARCHITECTS THINK
  45. 45. I SHARE MY EXPERIENCES
  46. 46. I HELP YOU UNDERSTAND ARCHITECTURE
  47. 47. I HELP YOU UNDERSTAND YOUR CLIENTS
  48. 48. I TRY TO DEFINE ARCHITECTURE
  49. 49. I TALK ABOUT DESIGN
  50. 50. I TALK ABOUT THE PROFESSION
  51. 51. I TALK TO OTHER ARCHITECTS  #ARCHITECTURESOUNDSDIRTY  #CONCEITOFARCHITECTS  #WHENYOUREANARCHITECT  #ARCHITECTVALENTINES  #SNIPPETOFANGST
  52. 52. I TALK ABOUT MY LOVE ARCHITECTURE
  53. 53. I TALK ABOUT MYSELF I’m an Architect. Maybe I don’t fit the mold, but… My guess is, that most of us don’t fit that stereotype at all. My guess is that we are a diverse group with varying passions and interests. My guess is, that the majority of us were the awkward kid in the corner of design lab. My guess is that my version of awkward is the average, not the exception. My guess is “Architects” are… a lot like me really. Gawd help us. “I’M JUST AN ARCHITECT, STANDING IN FRONT OF AN IDEOLOGY, ASKING IT TO LOVE ME.”
  54. 54. NOW I HAVE A LOT OF IMAGINARY FRIENDS  BECAUSE I’M PERSONAL  BECAUSE I’M FEARLESS  BECAUSE I’M HONEST AND HOPEFULLY… BECAUSE I’M INTERESTING
  55. 55. SHOULD YOU BE BLOGGING?WELL, ACTUALLY, NO… • Blogging won’t bring you any business. • No one cares about your press releases or what’s “on the boards”. • No one cares about your “brand” or “corporate mission statement”. • A successful blog is personal, not professional. • Don’t use Social Media to get Clients, just make connections. • IS ANYONE LISTENING TO YOU? IS ANYONE TALKING ABOUT YOU? ARCHITECTS NEED TO BE PART OF THE CONVERSATION
  56. 56. “ENJOY THE ANGST”
  57. 57. “It is not the strongest of thespecies that survives, nor themost intelligent that survives.It is the one that is the mostadaptable to change.” - Charles Darwin
  58. 58. Twitter:CitiesArchitectureSustainabilityFuturesDesignSocial changeUrbanism10,600 followers 1,066 lists
  59. 59. Charity: Water
  60. 60. Kansas City
  61. 61. A hard lesson learned… with a silverlining. I made a good friend in Bronxelf.She’d like a follow-up blog post. I’ll do it.
  62. 62. Guest Post @ HOK Life: Trust: The New Golden Handcuffs
  63. 63. Models for Social Business
  64. 64. public projects Ilus Davis ParkWhittaker Courthouse Interiors City Hall Addition 69
  65. 65. Davis Park, Kansas City 70
  66. 66. masterplanning 71
  67. 67. Riverview Redevelopment 2nd & Paseo Blvd
  68. 68. RiverviewRedevelopment
  69. 69. SMCKC Diggo/ delicious bookmarks Twestival URBANVERSE FB .net #futr- URBANVERSE chat @urbanverse BLOG University of Pinterest Houston Teaching via Webcast youtube webinars Slide shareUrbanverse
  70. 70. Architecture isimportant, but no longer as an autonomousdiscipline, butas a way of thinking very muchconnected and alignedwith other ways ofthinking. REM KOOLHAAS
  71. 71. Blog: Cities Architecture DesignSustainability FuturesSocial change
  72. 72. Ebooks: Future of Design
  73. 73. Most Read: D is for Disasters, 35,207 readers
  74. 74. Most Commented: Giving Thanks for Imagination, Creative Genius and Flow, 38 comments
  75. 75. write it down andthen cut out theconfusing parts. ~ William Safire
  76. 76. Ways to tweet the same content1.Designer: San Fran’s a cool town b/c they created a brilliant long term plan. #design #architecture2.Researcher: Case Study: San Francisco’s Plan Turns 25 #cities3.Conversationalist: What did SF’s plan do for you? #cities
  77. 77. Evolution of an Online Business Strategy
  78. 78. What do you want to read?Who do you want to read it? Be real Be relevant Be there
  79. 79. Heads Up display wearable lenses Vernor Vinge Rainbows End
  80. 80. Times Square NYCNetworked Omniscient Exhibit You’ll know the social city far differently.
  81. 81. Making things new Sydney Opera House Jorn Utzon Architect
  82. 82. Thank You!Bob Borson, AIA, Life of an Architect @bobborson lifeofanrachitect.com Dallas TXJody Brown, AIA, Coffee with an Architect @infillnc Infill, Durham NCCindy Frewen Wuellner, FAIA, PhD @urbanverse urbanverse.net Frewen Architects Inc, Kansas City MO

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