architects using social media: kansas city aia chapter
DESCRIPTION
This is a presentation given to the Kansas City AIA Chapter on How Architects Can Use Social Media on July 28, 2010 by Shelly Kramer oTRANSCRIPT
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AIA Kansas City
Blogging, Linking, Twee.ng, and Liking Social Media Makeovers for Architects
Cindy Frewen, Wuellner FAIA PhD Shelly Kramer, V3 Integrated Marke.ng
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Today’s Website
Understand The Web of Today
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Learn this, Live it …
Is Your Client…
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Social Media
Why bother?
93% of people expect companies to have a social
media presence
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Primary Social Media Objec.ves
28%
Source: 2010 COLLOQUY & DMA Social Media Study
Brand Awareness
Customer Growth & Loyalty
Customer Acquisi.on
Other
25% 19%
27%
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People has over 640 million registered users
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Largest Business Network in the World
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More than 80% of companies use social media for recruitment
are using LinkedIn Source: Jobvite Social Recruitment Survey, via Erik Qualman’s Social Media RevoluRon Video
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People has over 200 million
accounts
Over 75 million tweets per day
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of users across all social media plaUorms are 18 to 50 years of age
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35 years or older
65% are 35 to 54
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We’re a Wired Bunch – And We Par.cipate in Social Media
51 Higher %
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A blog is social media. Not just another place to
push out your marketing message
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Why This Matters….
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Traditional Marketing
Digital Marketing
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Print Ads Television Ads Cold Calling Trade Shows Email Blast
Traditional Marketing
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Blogs Ebooks
White Papers Videos SEO
Social Media Webinars
Feeds, RSS
What Is Digital Marketing?
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Inbound Marketing is More Effective
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Ave. Cost Per Lead
$332 Inbound
Ave. Cost Per Lead
$134
Inbound is
60% lower per lead
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Search Engines
Video
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is the second largest search engine next to Google with 490 million
unique users per month
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Finding New Clients is one of every
businesses’ greatest challenges
New Study by Bredin Business Information
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Tactics to find new customers
2010 2011
51% 85% Website
38% 74% Search
20% 54% Video
Source: New Study by Bredin Business Information
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Tactics to find new customers
2010 2011
- 53% Coupon Offers (Groupon)
- 49% Mobile
27% 50% Twi]er
43% 65% Facebook
Source: New Study by Bredin Business Information
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Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46% 41% 44% 41%
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Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
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First Step – Know Thy Website
• Analyze Site Traffic • Do Your Keyword Research • Stalk the Competition • SEO Content For Your Site
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Now, where’s the #$@*%
ROI?
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The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
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Before ROI, You Get This
• Increase in site traffic • Increase in time spent on site • Views of a specific landing page, blog post
or offer • Increased follower/like/friend base • Increase in Share of Voice • Increase in Positive Sentiment (this means
they like you) (more)
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And the Payoff …
• Increased revenue • More leads • Shorter sales cycles • Lower customer acquisition costs • Lower customer service costs • Lower customer retention costs
(Are You Happy Yet?)
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Scorecard Have Revenue/Profits increased? Financial
Financial
Brand
Digital
Risk Management
Have Costs decreased?
Have consumer attitudes about the brand improved?
Better prepared to find/respond?
Has the company enhanced it’s assets?
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“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.”
- Charles Darwin
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Any Kind of Actual Work
Device Failure
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Creators 23% • Blog • ArRcles • Tweet • Comments • Videos/Audio
• Plus I save – research
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Creators
Collectors
Joiners
Spectators
InacRves
CriRcs
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friends Ideas/ info
Following me?
University of
Houston
APF
FB
Web -‐cas.ng
Twes.val
SMCKC
URBANVERSE
BLOG
@urbanverse
webinars
futrchat
Lets blog off
Slide-‐ share
You-‐tube
2005 2009 2007 2011
delicious bookmarks
ebooks
A growth process
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Care
Lovable Know A Lot
You’re Alive
Lead
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Care
Lovable Know A Lot
You’re Alive
Lead
Living Building/CiRes Challenge
Architecture for Humanity Charity: Water
DR GRIST
Arieff
Kaid at NRDC
GenslerOn
Yurbanisms
Modenus
Life of an Architect
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Here Are Some Examples of GREAT Blogs
Living Building/CiRes Challenge
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Architecture for Humanity
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Charity: Water
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Yurbanisms
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More Blog examples…
DR GRIST
Arieff
Kaid at NRDC
GenslerOn
Modenus
Life of an Architect
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What to blog…
…or tweet
? ?
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What do you want to read? Write about that!
Who do you want to read your Blog?
Write about things that are helpful + interesting to them!
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Be Real
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Be Relevant
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Be Useful and useable
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Be Consistent, Active
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Be Nice
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Be Careful with Humor
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Be Smart and Creative
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Modern Workplace Design To be Engaged
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Livable CiRes Work Smarter Leisure By DesignExperts
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Architecture Design Sustainability CiRes
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Architecture Design Sustainability CiRes HOK Happenings
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Architecture Design Sustainability CiRes HOK Happenings
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Interior Design Products Before/Ager
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Interior design Kitchens Baths Travel Products
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Architecture Design Community Humor Life As An Architect
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Architecture Social Causes Technology Research PoliRcs Futures
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CiRes Architecture
Design Sustainability
Futures Social change
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CiRes Architecture Sustainability Futures Design Social Change Urbanism
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Different Ways to Tweet the Same Thing:
1. Researcher: Case Study: San Francisco’s Plan Turns 25 #ciRes
2. Urbanist: SF’s plan created bejer public spaces and streets. #urbanism
3. Designer: San Fran’s a cool town b/c they cared enuf to create a brilliant long term plan. #design
4. Urban Stats: SF has 2 million more people than when they completed their last plan in 1986. #stats #urbandata
5. PreservaRonist: SF’s plan save the city’s culture. #historicpreservaRon
6. ConversaRonalist: What did SF’s plan do for you?
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hjp://scribbles.woobius.com/want-‐your-‐own-‐company-‐app
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Thank you for your time and attention!
Cindy Frewen http://urbanverse.posterous.com @urbanverse
Shelly Kramer http://V3im.com @shellykramer