Download - Social media 101 | For Architects
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WITH THANKS TO
& FRIDAY SESSIONS
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Social Media 101for architectural practices
(and other creative businesses)
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How can I use social media to achieve my business
objectives?
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1. THE STATE OF SOCIAL2. SOCIAL MEDIA CONCEPTS3. CHANNELS: A BRIEF OVERVIEWbreak4. CONTENT5. BRINGING IT ALL TOGETHER6. HANDY TOOLS7. FURTHER LEARNINGQ&A
WHAT WE’LL COVER
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1. THE STATE OF SOCIAL
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2005
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2013
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•Get media coverage, establish your brand
•find new clients? Or leverage current clients?
•find new talent? - find the best employees
•be seen as an expert in X field - get invitations to hold lectures,
write articles and strengthen your brand in this area
•find right partners to complement your service
•Advance the profession?
So, what are those business objectives?
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2. SOCIAL MEDIA CONCEPTS
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You’re at a bar…
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The brand
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the average attention span of the human adult
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the average attention span of the human adult
8.25 seconds
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The audience of one
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Niche audiences
And audience-specific content
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The hashtag
#blacklivesmatter #bringbackourgirls #thedress #jesuischarlie #FeesMustFall
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Tagging
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Timing
&
Consistency
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Post length
Attention spans
Visual clutter
Devices
K.I.S.S!
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“Copy is like a skirt.It should be short enough to keep it interesting but long enough to cover the subject .”
- Unknown
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Content types:
PaidOwned Earned
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When not to use social media
• To fix something big – take it offline• To sell sell sell• To talk about yourself all the time• To control the conversation• To share bad content
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3. CHANNELS:
A BRIEF OVERVIEW
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BREAK!
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4. relevant, real & value-adding
CONTENT
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“The issue is not getting your word out. The issue is getting people to care.
The answer is not to get your word out more. It’s to change what you’re talking about.”
-Seth Godin
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CONTENTwhat social media can do
some tactical wins
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2. Drive traffic
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3. Awareness
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5. Build credibility and trust
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CONTENT: STORYTELLING
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Visual storytelling
Your projectsYour personal/ professional/ brand story
Your clients stories
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Your projects’ stories
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Your story
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Your client’s story
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CONTENT: INFLUENCERS
AND ADVOCACY
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Those influential people in their communities
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5. BRINGING IT
ALL TOGETHER
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TO START, YOU NEED A STRATEGY
1. Identify goals "What do I want to get out of social media?"2. choosing which are the most appropriate
channels, 3. developing a content strategy to go with
these channels4. create a content calendar
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CONTENT PLAN
channels & strategygoals
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CREATE CONTENT
PRODUCE & POSTASSESS
?
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Invest strategically: Corporate Imagery (logo, etc)Paid media, PhotographyConsultants: Content strategy,
creation, writing etc
How much does it cost?
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6. HANDY TOOLS
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Analysis:
Native tracking - Free tools that come with Facebook, Twitter, YouTube, Linkedin, blog etc
Google analytics on your website
Social Bro – community insights for Twitter
Bitly
Hashtracking
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Listening:
Hootsuite – scheduling, tracking keywords etc (and scheduling)(also good for scheduling)
Google alerts- monitoring online reputation
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What does effective social media look like?
• It starts with a strategy• It’s founded on relevant, real & value-
adding content. STORYTELLING• It builds relationships• It is consistent over time• It’s always evolving
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The rewards: Learning, improving,
reaching your goals!
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7. FURTHER LEARNING
• The Quirk textbook (free to download!)• Sign up for news:
– Simply Measured– Memeburn– Social media examiner– Content Marketing Institute– Adweek– Mashable
• Ask Google!• Your own experience • Emma Sadlier’s Book: “Don’t film yourself having sex”
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Q&A
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Thank you
www.georgiechennells.com
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WITH THANKS TO
& FRIDAY SESSIONS
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Source: We Collaborate.
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