build a larger audience with social media in the mix
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BUILD A LARGER AUDIENCE WITH
SOCIAL MEDIAIN THE MIX
SPONSORED BY:
HI.
WELCOME.
THANKS FOR COMING.
YOU GUYS ARE REALLY COOL.
SERIOUSLY, WE DIG YOU.
MAYBE WE SHOULDGET STARTED?
WAIT!FIRST WE HAVE NEWS, BOTH GOOD AND BAD.
BAD NEWS:THE SCHEDULE SAYS THIS SESSION IS TWO
HOURS LONG.
GOOD NEWS:THERE IS NO WAYWE’RE GONNA BEHERE THAT LONG.
CAN WE GET A HELL YEAH!
LET’S GO!
ALRIGHT, ABOUT US.
Height:6’4,6’2Weight:190(ripped)Bats:RightyThrows:SuperfastYearsintheleague:21(combined)
FullstatsavailableatStalelife.com
ENOUGH ABOUT US...
TODAY’S OUTLINE
‣Let’sdefinesocialmedia
‣Howtodevelopacampaign
‣CommunicaNngwithyouraudience
‣Checkoutwhatthesepeopledid‣SomebodyisgonnawanttoknowaboutROI
‣YOUwantMEtodoallthat?You’recrazy.
LET’S DEFINE SOCIAL MEDIA
SOCIAL MEDIABY DEFINITION
Def:Social
Youknow,talkingtopeople.Beingan
interestinpeople’slives.
Def:Media
Whatwewatch,payaWenNontoand
someNmesevencrave.
SOCIAL MEDIABY DEFINITION
Def:SocialMedia
PayingaWenNontooneanotherina
placewherepeoplepreferacertain
typeofmedia.
SOCIAL MEDIABY THE NUMBERS
SOCIAL MEDIA CAN HELP EVERYONE HERE TODAY
‣Increaseawareness‣TargetdisNnctmarkets
‣EnhancepublicrelaNons‣ParNcipateincommunity
‣Improvecustomerexperiences
‣Amplifyenrollment/generatenewmembers
SOCIAL MEDIAHAPPENS ONLINE
27.4
17.8
10.9
25.1
19.2
11.1
21.820
11.4
$100,00‐$149,99 $150,00‐$249,999 $250,00ormore
AverageNumberofHoursListenedtoRadioperWeekAmongListeners
AverageNumberofHoursWatchedTVperWeek
AmongViewers
AverageNumberofHoursUsedInternetperWeek
AmongUsers
NumberofHours
TheWebrankshigherthanothermediaindura:onofuse.
However,consumersoaenuse
internetsimultaneouslywithTV,
radioandothermedia.
Source:CenterforMediaResearch,June,2009
SOCIAL MEDIA IS PART OF ONLINE MARKETING
FreshonlinecontentthatmirrorsofflineiniNaNveswillbuildastrongerbrandawareness:
‣SEMdrivestrafficusingkeywordsandtextads
‣SEObuildsconNnuouspresenceinorganicrankings
‣Bannersprovidemassreachandincreaseonlinebrandawareness
‣Socialmediaisthe“consumerconnecNon”andwillextendthebrandmessage
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$12+1(34156+7+(*Your
website
SOCIAL MEDIA WORKS WITH TRADITIONAL
Socialmediaisalow‐costavenueforengagingwithconsumersatadeeperlevelthanistypicallyachievedwithtradiNonaladverNsing.Socialmediaisnotareplacement,it’spartoftheequaNon.
Yourorganiza:on,schoolorcompany
SOCIAL MEDIAIS NOT ADVERTISING
“Adver'singiswhenyoutellpeoplehowgreatyouare.Publicityiswhensomeoneelsesayshowgreatyouare.”
‐GuyKawasaki
SOCIAL MEDIA ISUSED BY ALL AGES
58%Female
35‐54yearsofage
30%somecollege
HHincometo$74K
58%Male
35‐64yearsofage
48%bachelorsdegree
HHincometo$99K
64%Male
25‐54yearsofage
81%bachelorsdegree
HHincome$109K
PeopleflocktoSocialNetworksinrecordnumbers–Facebooknowboastsover200millionusersworldwideandTwiFerhasgrown3,000%sincelastyear.
SOCIAL NETWORKSARE POPULAR
AccordingtoAlexa(aleadingWebInformaNonCompany),8ofthetop20most‐visitedU.S.sitesaresocialnetworks.
3. Facebook4. YouTube
5. MySpace9. Wikipedia12. Blogger15. Twitter18. Flickr
20. WordPress
SOCIAL MEDIAIS IN ARCHITECTURE
SOCIAL MEDIAIS TIMELY
!
SOCIAL MEDIAIS A MARATHON
LikeyourfriendbaseonFacebook,itgrowsoverNmewithtrue,authenNcconversaNons.
!
Forsmartadvocates
Connectedtohumantruth
SOCIAL MEDIA IS FOR AUTHENTIC BRANDS
Modernpeoplearesavvyanddiscrimina:ng.Theyhavenewavenuesfortheiropinion,andtheysubconsciouslycalculatevalue
fororganizaNonstheycantrust.
Foundedinarealstory
SOCIAL MEDIA STARTSBY DISCOVERING
It’seasytotellthestorythatpeoplewanttohear.Thehardroad–theonethatleadstothegreatestreward–istotellthestorythat’sreal.
HOW TO DEVELOP A CAMPAIGN
HOW TO DEVELOPYOUR CAMPAIGN
REVIEWTHE
BRAND
Assesssocialnetworks
RESULTS
+Measurementtools
+CommunicaNongoals
+Benchmarks
HOW WE SEE SOCIAL NETWORKS FOR ARCHITECTURE
Connect Communicate
Sharing
TwitPicBit.ly
Linked In
Flickr
ShareThis!
Networks Messaging
File/LinkSharing
Social Media(Actual)
Social Media(Reality)
Connect Communicate
Sharing
TwitPicBit.ly
Linked In
Flickr
ShareThis!
Networks Messaging
File/LinkSharing
Social Media(Actual)
Social Media(Reality)
START WITH YOUR THE BRAND
Whatistheonethingthatismostengagingtoyourmembers,studentsandstaff?
ARCHITECTURE
ASSESS SOCIAL NETWORKS
Therearemoresocialnetworksthanyouknow.Figureoutwhereyouraudienceisandcapitalize.
YOU SHOULD ALLBE ON ARCHITIZER
MATCH YOUR OFFLINE INITIATIVES
Backgrounds,logos,styleguides–thischannelislikeallothersandrequiresacohesiveapproach.
FIND PEOPLETO TALK WITH
Usetoolstofindandbefriendotherarchitectureenthusiastsandeducatorswhowillappreciateandpromoteyourcampaigns.
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UNCOVER CONVERSATIONS
Peoplearealreadytalkingaboutarchitecture.It’snotgoingtostop–thisisyouropportunitytojointheconversaNon.
USE THE FINDINGSAS BENCHMARKS
‣ DeterminethefrequencyofconversaNonsabout‣ ReviewthetoneofconversaNons‣ Establishtherelevanceofthediscussions‣ Decidewhichmediachannelsaremostprevalent
37%
13%
12%
18%
20%
Positive NegativeIndifferent ReTweetsEducational
MEASURE WHAT’S BEING SAID
Communicateyourstrengthsandweaknessesmonthly–candidanalysisleadstoproperadjustmentsandinsurestheinvestmentisjusNfied.
Quan:ta:veImpressions,clicksandamountofmenNons
Qualita:veTrackthepresence,audience,campaignrecepNon,andbrandawareness
STAY ON TOP OF THE LATEST TOOLS
Newtoolsevolvedailythathelpusanalyzetraffic,findnewpeopleandfurtherrefineourcampaign.Stayingfreshkeepsourmessagesinthemoment.
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COMMUNICATING WITH YOUR AUDIENCE
SOCIAL MEDIA ISABOUT CONVERSATIONS
CULTIVATE CLOSE RELATIONSHIPS
Inspireloyaliststowritereviews,authorblogposts,tweettheirassessment,postvideos,andmore—allabouttheusefulservice
youprovide.
BE COOL
Socialmediarewardsbrandsthataredis:nctandhavesomethingrealthatconsumerscanconnectto.
BE RELEVANT
Keepingupwithaudienceiskey.Buttellingyourstoryisimportant,too.They’relistening,wondering“Whyshould
Icareaboutyourcompanytoday?”
BE SHARABLE
Ifyou’reauthenNcandofferqualityproductsandservice,youmakeiteasyforsomeonetoshareatesNmonial.
BE A FRIEND
Converseonlineasifyouweretalkingtoafriendface‐to‐face.Themorepersonalyouappear,thebeWer–inviteothers
intoyourlifeandbusiness.
NIP BAD PRESS IN THE BUD
Respondtoconversa:onsthatcouldaffectyourbusiness.Ifsomeoneisfrustratedwithyou,aWempttoresolveit.Theirritated
consumerwillfeelbeWerthatyoucareenoughtoreachout,andthepublicresoluNoncreatesexcellentPR.
BE SUBTLE WITH SALES MESSAGING
Talkpurelyaboutbusinessandpeoplewon’treact.ThispartofyourmarkeNngspendisforrelaNonship‐buildingandpublic
communicaNon.But,thatdoesn’tmeantheoccasionalofferisbad.
CULTIVATE LEADSWITH INCENTIVES
Hostacontest.Gathernames.AskpeoplequesNonsthatcouldqualifythemasleads.Wesuggestofferingincen:ves,likeaprivatetouror
exclusivemerchandise.
ACT LIKE A PERSON
Useyourrealname,NtleanddescripNon.We’retryingtobepersonal,andthisisthefirstplacetobuildtrust.
STAY SHORT. GO LONG.
Dependingonthemessageandmedium,ourapproachwilluNlizemicro‐blogging(TwiWer,Facebook)aswellaslong‐formconversaNon
starters(Blogs,Facebook,Video,Imagegalleries,Forums).
CONNECT ALL YOURSOCIAL NETWORKS
Yourlong‐formatcontentshouldfeaturevideoconnectedtoyourYouTubepageandimagesconnectedtoFlickr.
ALLOW PEOPLE TO SHARE
Re‐postsandpersonaltesNmonialgetsmorereacNonandaWenNonthan“lookatwhatwesell”.
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SHARING WILL GREATLY INCREASE YOUR EXPOSURE
CREATE GROUPS FOR ARCHITECTURE
Architectureiseasytopromoteonline,andsponsoringapplicaNons,eventsandideaswillputyouinafavorablelight.
BUILD AN APPLICATION
CreateinteracNveuserexperienceswithyourbrandusinggames,virtualgiasharingprograms,andmore
LET PEOPLE MANIPULATE YOUR ARCHITECTURE
CreateinteracNveuserexperienceswithyourbrandusinggames,virtualgiasharingprograms,andmore
QUANTITY IS NO SUBSTITUTE FOR QUALITY
Themorefollowersyouhave,theloweryourclick‐throughrate.Aclick‐throughrateof2.8%isapreFydecentoutcome‐lowerthanaverageforemailnewsleWers,butitoutperformsthevastmajorityofonlineadverNsingstats.
FOLLOW SOME SIMPLE RULES
WewillmixourauthenNcpresencewithsimplerulesthatwon’tpegusasannoying.
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USE YOUR TRIUMPHSAS CONVERSATIONS
Too:ngyourownhornisn’tbadwhenyoudoitselec:vely.Someofthesepointshavegreatinteresttopeopleandcouldbepassed
alongifpresentedproperly.
CASE STUDIES
CASE STUDY:DWELL FILLS THE HOUSE
CASE STUDY:UNIV. OF OREGON GETSSTUDENTS BLOGGING
CASE STUDY:CHICAGO ARCHITECTURE FOUNDATION’S MANY NETWORKS
CASE STUDY:WORLD BICYCLE RELIEFRAISES QUICK CASH
WBRusedTwiWerandFacebooktoproduce1,800pagevisits,over400neweNewsleWersignups,menNonon29blogsandraisedover$6,000in48hoursduringtheirannualappeal.
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SOMEBODY IS GONNA WANT TO KNOW
ABOUT ROI
REPORTING TOOLS:LINK TRACKING
Whattheyare:Linkshortenersorsocialmediabroadcasters.Allof
thesetoolshaveanalyNcdataofuse.
Whattheytellus:
Whenapersonclicksonalinkorpostsaurlfromyoursite,we’llknow(nomaWerwheretheygo).
REPORTING TOOLS:REAL-TIME UPDATES
Whattheyare:Searchtoolsthatscourblogs,newssitesandother
socialmedia.
Whattheytellus:
Givesyoureal‐NmeresultsofyourorganizaNonalmenNonsorarchitecturenewsbasedontermsyouset.
REPORTING TOOLS:CONVERSATION SEARCH
Whattheydo:HelptosearchformenNons,discovercontentand
posttomulNpleaccounts.
Whattheytellus:
GivesusadisplayofallmenNonsofourbrandandnews.Theyallowsyoutotrackyourbrandacrossall
oftheseareas.
SEARCH
REPORTING TOOLS:ALL-IN-ONE
Whattheyare:Onlinedashboardsthatmonitorandmeasureyour
socialmediaaccounts.ReturnsanalyNcdatafrom
popularitytogenderandage.
Whattheytellus:Inonesingleplace,ittellsuswhatyouraudience
andadvocatesaresayingandallowsyoutopostto
mulNpleaccountsatoneNme.
YOU WANT ME TO DO ALL THAT? YOU’RE
CRAZY.
COMMUNICATING INSOCIAL MEDIA IS A BIG ROLE
Nobodycandoitalone.Getsomehelp.Interns.Office
innovators.Friends.You’re
boundtofindpeoplein‐
housetogeton‐board.
BUT WHAT ABOUTMY BOSS?
Someoneisgoingtoneedsomeconvincing.Usethefacts–even
theonesfoundhere–toconvince
thebossthatSocialMediaisthe
mostinNmatepartofyour
markeNngoutreach.
QUESTIONS?
THANK YOU
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