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
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
Today’s Website
Understand The Web of Today
Learn this, Live it …
Is Your Client…
Social Media
Why bother?
93% of people expect companies to have a social
media presence
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%
People has over 640 million registered users
Largest Business Network in the World
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
People has over 200 million
accounts
Over 75 million tweets per day
of users across all social media plaUorms are 18 to 50 years of age
35 years or older
65% are 35 to 54
We’re a Wired Bunch – And We Par.cipate in Social Media
51 Higher %
A blog is social media. Not just another place to
push out your marketing message
Why This Matters….
Traditional Marketing
Digital Marketing
Print Ads Television Ads Cold Calling Trade Shows Email Blast
Traditional Marketing
Blogs Ebooks
White Papers Videos SEO
Social Media Webinars
Feeds, RSS
What Is Digital Marketing?
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
$134
Inbound is
60% lower per lead
Search Engines
Video
is the second largest search engine next to Google with 490 million
unique users per month
Finding New Clients is one of every
businesses’ greatest challenges
New Study by Bredin Business Information
Tactics to find new customers
2010 2011
51% 85% Website
38% 74% Search
20% 54% Video
Source: New Study by Bredin Business Information
Tactics to find new customers
2010 2011
- 53% Coupon Offers (Groupon)
- 49% Mobile
27% 50% Twi]er
43% 65% Facebook
Source: New Study by Bredin Business Information
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46% 41% 44% 41%
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
First Step – Know Thy Website
• Analyze Site Traffic • Do Your Keyword Research • Stalk the Competition • SEO Content For Your Site
Now, where’s the #$@*%
ROI?
The Key is BENEFITS
Short vs. Long
Financial vs.
Non-Financial
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)
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?)
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?
“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
Any Kind of Actual Work
Device Failure
Creators 23% • Blog • ArRcles • Tweet • Comments • Videos/Audio
• Plus I save – research
Creators
Collectors
Joiners
Spectators
InacRves
CriRcs
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
Care
Lovable Know A Lot
You’re Alive
Lead
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
Here Are Some Examples of GREAT Blogs
Living Building/CiRes Challenge
Architecture for Humanity
Charity: Water
Yurbanisms
More Blog examples…
DR GRIST
Arieff
Kaid at NRDC
GenslerOn
Modenus
Life of an Architect
What to blog…
…or tweet
? ?
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!
Be Real
Be Relevant
Be Useful and useable
Be Consistent, Active
Be Nice
Be Careful with Humor
Be Smart and Creative
Modern Workplace Design To be Engaged
Livable CiRes Work Smarter Leisure By DesignExperts
Architecture Design Sustainability CiRes
Architecture Design Sustainability CiRes HOK Happenings
Architecture Design Sustainability CiRes HOK Happenings
Interior Design Products Before/Ager
Interior design Kitchens Baths Travel Products
Architecture Design Community Humor Life As An Architect
Architecture Social Causes Technology Research PoliRcs Futures
CiRes Architecture
Design Sustainability
Futures Social change
CiRes Architecture Sustainability Futures Design Social Change Urbanism
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?
hjp://scribbles.woobius.com/want-‐your-‐own-‐company-‐app
Thank you for your time and attention!
Cindy Frewen http://urbanverse.posterous.com @urbanverse
Shelly Kramer http://V3im.com @shellykramer