social media - like, share, got it! what to do with it?

&&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135

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RIBA Lecture Guerilla Tactics 2011#GT2011Social Media - Like, share, got it! What to do with it?Simon Brown, &&& Creative

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02 | RIBA Lecture #GT2011 &&& Creative. Unit 11, 5 Durham Yard, Bethnal Green, London, E2 6QF, United Kingdom Studio: +44 (0)207 739 2135 andandandcreative.com [email protected]

Why in the world is social media so confusing for brands of all sizes, not only to use, but also to talk about? This is partly due to an almost ridiculous number of networks that all need to be understood and an inability for social media to measure itself sufficiently against return of investment. Sometimes I wonder if this has lead to it becoming the web-based emperor’s new clothes of our generation. Everyone wants in, but few understanding the rewards or what to do.

A SmALL poRTIon oF SoCIAL mEDIA IConS.


This post is typical of the situation small brands now face, snapping up network addresses to protect their names. Adopting new social media profiles before they even know what to do with them. Best of all the, I like the spelling mistake. Unlike any other form of communication social media has single-handedly connected with our desires for attention & gratification. most importantly it’s reshaping the way people and businesses communicate.

Like it, share it, got it! We hear this a lot from our clients, then comes the inevitable barrage of what’s. •Whatnetworkshallweuse? •Whatdowedowithit? •Whatifsomeonesayssomethingbad?

A poST To FACEBooK FRom GooGLE +, novEmBER 2011.


Socialmediaistheuseofweb-based andmobiletechnologiestoturn

communicationintoaninteractivedialogue.

It is imperative to understand this core principle before any of the liking, tweeting or plusing. Social media in all it guises is appropriate for firms who want to listen, appropriately engage, and most importantly respond.

WIKIpEDIA DEFInITIon.


If you think it’s difficult choosing what network to use we where hugely surprised by the fact Facebook has a Twitter account with over 1.5 million followers. Whilst Google + has a Facebook account, with over 45 thousand likes.

What this highlights is that synchronising your social media is hugely important and that sole use of one network is inadvisable, take a note from the big players.

Your choice of networks and how you integrate them into your site is key to your success. Statistics show the Facebook like button is now not as productive as Facebook comment or recommendation buttons. By incorporating a comment or a recommend button into your site a user can comment on an article which intern can appear on your site, your Facebook page as well as the users wall. If you’re an engaging brand it allows you to communicate directly with your customers, addressing any issues they may face or lets hope, purely accepting their praise.

USEFUL LInKFacebook Developer - building with open graphLinkedin Developer - plugins, ApI’s, programmes and Showcases.Twitter Resources - Twitter buttonsTwitter Developer - Add twitter to your website

http://twitter.com/facebook

http://developers.facebook.com/docs/reference/plugins/like/

http://developers.facebook.com/docs/reference/plugins/comments/

http://developers.facebook.com/docs/reference/plugins/recommendations/

http://developers.facebook.com/

http://developer.linkedin.com/

http://twitter.com/about/resources

https://dev.twitter.com/


“Itsnotwhatyousay,buthowyousayit”

If you take into account that Facebook has 800 million users. It’s fair to ask, is anyone even listening? Like most attending this social festival, you’re not going to be the headliner; you’re more likely to be in the crowd. By measuring your social media engagement by likes or followers you will have an unrealistic view of customer engagement. It is far better to view the weekly statistics provided by most major networks – a good external example is Klout.com. They measure your influence or what we refer to as net intelligence.

Earlier this year Bit.ly, the url shortening service undertook research into the longevity of links shared across major social networks. Surprisingly this proved that after approximately three hours, the response to shared links drastically dropped. Bitly Source.

By just being at the party doesn’t mean you will strike up a conversation. predominantly social networking is word based, its therefore important as a brand to build a verbal strategy and until shared links are ordered by interest or importance, rather than chronologically, repetition could be seen as an effective strategy. It also highlights the importance of allocating enough resources.

Your strategy should incorporate you becoming an expert in your field; your net Intelligence is what users verify through engagement. In the future this will be a measurable asset to social media.

With the speed that social media moves it is important to stay ahead of the game, finding creative adaptations to deliver your message. I thought I would give you a few tips.

At the F8 conference this year Facebook announced the introduction of timelines for profiles, although this is not available as yet on company pages. The opportunity to order a project or companies history along with customer integration is not far away. This will see the end of scrolling to older chronologically ordered posts of which, most people don’t read.

Google + has just started company pages, which diversify from Facebook pages. We predict that circles, where companies can organize followers, will become a place for hangouts. Hangouts being live streamed dialogues, which can be limited to individual circles. From a creative perspective this potentially means leasing with a large team or discussing a new project with a community first hand.

Earlier this year Linkedin developed online job applications. making it easier to attract new employees.

Search engines are already compiling social media index’s to help deliver relevant content. By engaging with social media you will be ranked higher by search engines. The more people interact with you, the more relevance you acquire and the greater your net footprint.

http://klout.com/home

https://bitly.com/

http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay


If your in any doubt to whether an architect should be engaging with social media I went on Social mention last night and used the key word ‘architecture’. Social mention is a site that documents the relevance of keywords across a number of social networks. Basically it shows what is being talked about at the point of search.

Across all networks architecture scored 34% Strength which I hate to say is 4% higher than graphic design and 35% passion which again is 15% higher than graphic design. pretty much every 26 seconds someone mentions the key word ‘architecture’.

SEARCH RESULT vIA SoCIAL mEnTIon

http://www.socialmention.com/

http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay


I am going to take you through a couple of example of architectural practices that are engaged with social media.

Boom is a series of residential communities being built around the world, built with one notion in mind, live the life you want. Boom is creating the most innovative communities around the world by offering residents an opportunity to develop their lives beyond the age of 40.

Their Facebook, Tumblr, Twitter and website show quite an innovative way to interact and be part of a community. They pose questions to the audience who’s responses are measured.

http://boomforlife.com/


Trafford Strategic planningHelp us by giving your views, opinions and comments on how you would like to see the borough develop over the next 15 yrs. I thought this was a genius way to research peoples desires rather than use data sets from a local borough.

http://www.facebook.com/pages/Trafford-Strategic-Planning/17026509946


ArchitizerYou can see that they have incorporated the Comments button into the site which will allow my comment to be shared in three places, expanding the potential audience. I can then make a decision to upload to their photostream, add a team, add consultants or weblinks & articles. Alongside this I can share to a number of social media platforms.

http://www.architizer.com/en_us/


HokLifeStaff upload regularly via Facebook, Tumblr, Youtube, vimeo and Delicious. It’s a way for them to get their thinking out there. It clearly demonstrates the importance of personality and people behind a brand. Although architecture hasn’t adopted this model universally it clearly works, especially considering the typical length of an architectural projects.

A SmALL poRTIon oF SoCIAL mEDIA IConS.

http://hoklife.com/


BuildyourNet Footprintbyspreadingyourcontent andmakingiteasyforotherstodothesame.

ByCommunicationthroughinteractive dialogueyourNet Intelligencewillincrease.

TherewardwillbeNet Credit, this will inthefuturedrivebusiness.

Social media is not all about profiles. ApI’s as well as App’s are becoming the standard solution allowing you to use networks resources. With a little creative thinking you can quickly see the advantages. - Flickr could serve all you images to your website.- Tumblr could power your blog, allowing uploads via mobile phones

- A Facebook app rather than a page could add extra functionality to your site

- publishing your Spotify play list gives an insight to your studio.

- Youtube or vimeo could host all your videos, this will allow ease of sharing

- Twitter @anywhere will allow you to pull in specifically tagged posts. &&& regularly uses this on its homepage to trend about current topics of interest.

Social media networks are parodies of real life social scenarios, engage with them appropriately and they will pay dividends. This is a social environment so be personable.

social media - like, share, got it! what to do with it?

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