A presentation on social media for marketing in the A/E/C (Architecture, Engineering, Construction) industries, for the SMPS (Society for Marketing Professional Services) Austin chapter - http://www.austinsmps.org/ My team and I do online and in-person training in social media for tourism and hospitality at Tourism Currents - http://www.tourismcurrents.com

1. Social Communications
for A/E/C Marketers
Sheila Scarborough / @SheilaS

2. What We'll Cover Today
Goals. Duh.
A/E/C and Social Media
Simple 4-Part Strategy Framework
YOUR Concerns & Questions

3. Goals. Duh.

4. A/E/C ---> Let's Talk Basics
Your Job = Help Your Firm(s) Win Projects
Qualified lead generation
You must know what a qualified lead looks like!
Brand recognition & reputation
Relationships & word of mouth
How Your Customers Find/Vet Your Firm(s)
Search
Ask their networks
Check you out, including online

5. How Social Media Helps the Basics
Lead generation
Link: [Infographic] B2B lead gen w/social media
Brand recognition/reputation
Ex: Blog content, Twitter chat contributions
Relationships, word of mouth & networking
Search / SEO
Social is now part of the algorithm
Visibility in customer networks
Present well when you're vetted

6. Strategy
Equals
Foundation

7. Social Media Strategy Framework
Listen (monitor for company name, industry keywords)
Google Alerts, Social Mention, Twitter Search
Set up your system based on goals, market
Blog, LinkedIn, Facebook, Twitter, etc. Better one
done well than all done poorly.
Engage (Talk to people. Be a helpful resource.)
On your sites & elsewhere
Monitor & Measure
Which metrics did you choose to see if your efforts are
helping meet your goals?

8. It is NOT about
the tools....
….it is about the
application of the
tools!

9. One thing that everyone
here could do today....
LinkedIn Company Page
Happy now? :)
Yes, I can help you with that.

10. Resource Links for A/E/C Marketers
Social Media B2B blog
B2B example: United Linen, Bartlesville OK
Hubspot preso: lead gen w/social media
Alltop.com Construction blogs/site feeds
Hinge Marketing Blog: prof. services marketing
Construction Marketing Blog
Brand Constructors Blog
Faith Technologies Blog (electrical contractors)
Modern Tech Floors Blog (Portland, OR)

11. More A/E/C Links/Examples
In the UK's Guardian:
Why Social Media for the Construction Sector
Be2camp – Web 2.0 in Built Environment
LinkedIn Answers (Q&A) construction question
LinkedIn Group: A/E/C Industry Networking
LinkedIn Group: SMPS Austin
Facebook Page examples:
Andersson-Wise Architects
Sloan Valve Company

12. A/E/C Resources on Twitter
Twitter's search engine ---> search.twitter.com
Search for your company's name
Search for industry keywords
Connect w/local network, ex: @Big_Red_Dog
Follow/join industry chats, like:
#AIAchat (1st Wed of month, 2 pm EST)
#IntDesignerChat (Tuesdays, 5 pm CST)
#AECSM (chat is Tuesdays, 1pm PST)

13. Thanks very much!
@SheilaS
sheila@sheilascarborough.com
www.sheilasguide.com
Co-founder, Tourism Currents
www.TourismCurrents.com

14. Photo Credits
Ferris Wheel, Columbian Exposition, Chicago (courtesy Brooklyn
Museum at Flickr Commons)
Note: This is the first Ferris Wheel, designed by George Ferris for the
1893 Columbian Exposition. For more about the Exposition, read
The Devil in the White City by Erik Larson
Metal closeup, Frank Gehry at Experience Music Project (courtesy
The Bee, The Wasp at Flickr CC)
Goal! (courtesy stefuhnee_kayy at Flickr CC)
Carpentry Tools (courtesy InvernoDreaming at Flickr CC)
Sheila as witch (courtesy Gigi Belmonico at inaugural 140
Conference/State of Now SmallTown, Hutchinson, Kansas)