aia kc social media for architects
DESCRIPTION
Cindy Frewen, architect/blogger and Shelly Kramer, PR/blogger presented benefits of social media for architects and architectural firms. Marketing, recruiting, advocacy, and thought leadership were covered, including the use of various platform, strategies, example corporate strategies, and analytics.TRANSCRIPT
AIA Kansas CityBlogging, Linking, Tweeting, and LikingSocial Media Makeovers for Architects
Cindy Frewen Wuellner FAIA PhDShelly Kramer V3 Integrated Marketing
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 Objectives
28%
Source: 2010 COLLOQUY & DMA Social Media Study
Brand Awareness
Customer Growth & Loyalty
Customer Acquisition
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 LinkedInSource: Jobvite Social Recruitment Survey, via Erik Qualman’s Social Media Revolution Video
People
has over 200 million accounts
Over 75 million tweets per day
of users across all social media platforms are 18 to 50 years of age
35 years or older
65% are 35 to 54
We’re a Wired Bunch – And We Participate 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
vs.
Print AdsTelevision AdsCold CallingTrade ShowsEmail Blast
Traditional Marketing
BlogsEbooks
White PapersVideosSEO
Social MediaWebinars
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
$134
Inbound is
60% lower per lead
Search Engines
Video
is the second largest search engine next to Google with 490 million
unique users per month
Finding
New Clients is one of every
businesses’ greatest challenges
New Study by Bredin Business Information
Tactics to find new customers
2010 2011
51% 85%Website
38% 74%Search
20% 54%Video
Source: New Study by Bredin Business Information
Tactics to find new customers
2010 2011
- 53%Coupon Offers (Groupon)
- 49%Mobile
27% 50%Twitter
43% 65%Facebook
Source: New Study by Bredin Business Information
Company Blog
Social Media is for Leads and Sales
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Percentage of companies that have acquired a customer from:
46%
41%
44%
41%
434% Increase in website pages indexed by Google for companies that blog
over companies that don't blog.
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
First Step – Know Thy Website
• Analyze Site Traffic• Do Your Keyword Research• Stalk the Competition• SEO Content For Your Site
Now, where’s the #$@*%
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•Articles•Tweet•Comments•Videos/Audio
•Plus I save – research
Creators
Collectors
Joiners
Spectators
Inactives
Critics
friends Ideas/ info
Following me?
University of
Houston
APF
FB
Web -casting
Twestival
SMCKC
URBANVERSE
BLOG
@urbanverse
webinars
futrchat
Lets blog off
Slide- share
You-tube
2005 20092007 2011
deliciousbookmarks
ebooks
A growthprocess
You’re ALIVE
Why blog?
LovableKnow Alot
CareLead
You’re ALIVE
LovableKnow Alot
CareLEAD
Basics… ho hum
Life of an Architect
Kaid at NRDC
GenslerOn
Arieff Yurbanisms
Charity: WaterArchitecture for Humanity
DR GRIST
Modenus
Living Building/Cities Challenge
What to blog….
…Or tweet ……
Be realBe relevantBe useful, and usableBe consistent, activeBe nice
Be careful with humor.And be smart… and creative.
What do you want to read/see it?
Who do you want to read/see it?
Livable CitiesWork SmarterLeisure By DesignExperts
Modern Workplace DesignTo be Engaged
ArchitectureDesignSustainabilityCities
ArchitectureDesignSustainabilityCities HOK happenings
ArchitectureDesignSustainabilityCities HOK happenings
Interior DesignProductsbefore/after
Interior designKitchensBathsTravelProducts
ArchitectureDesign CommunityHumorLife as an architect
ArchitectureSocial causesTechnology Research PoliticsFutures
CitiesArchitecture
Design Sustainability
Futures Social change
CitiesArchitectureSustainabilityFutures Design Social changeUrbanism
Ways to tweet the same thing:1. Researcher: Case Study: San Francisco’s Plan Turns 25 #cities
2. Urbanist: SF’s plan created better 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. Preservationist: SF’s plan save the city’s culture. #historicpreservation
6. Conversationalist: What did SF’s do plan for you?
http://scribbles.woobius.com/want-your-own-company-app
Cindy Frewenhttp://urbanverse.posterous.com@urbanverse
Shelly Kramerhttp://V3im.com@shellykramer
Thank you for your time and attention!