Social media 101 | For Architects
•Als PPTX, PDF herunterladen•
0 gefällt mir•472 views
Presented at the Gauteng Insititute for Architecture, 29 October 2015
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (18)
Andere mochten auch
Andere mochten auch (15)
Ähnlich wie Social media 101 | For Architects
Ähnlich wie Social media 101 | For Architects (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Social media 101 | For Architects
- 1. WITH THANKS TO & FRIDAY SESSIONS
- 2. Social Media 101 for architectural practices (and other creative businesses)
- 3. How can I use social media to achieve my business objectives?
- 4. 1. THE STATE OF SOCIAL 2. SOCIAL MEDIA CONCEPTS 3. CHANNELS: A BRIEF OVERVIEW break 4. CONTENT 5. BRINGING IT ALL TOGETHER 6. HANDY TOOLS 7. FURTHER LEARNING Q&A WHAT WE’LL COVER
- 5. 1. THE STATE OF SOCIAL
- 6. 2005
- 7. 2013
- 9. •Get media coverage, establish your brand •find new clients? Or leverage current clients? •find new talent? - find the best employees •be seen as an expert in X field - get invitations to hold lectures, write articles and strengthen your brand in this area •find right partners to complement your service •Advance the profession? So, what are those business objectives?
- 11. You’re at a bar…
- 12. The brand
- 13. the average attention span of the human adult
- 14. the average attention span of the human adult 8.25 seconds
- 15. The audience of one
- 16. Niche audiences And audience- specific content
- 17. The hashtag #blacklivesmatter #bringbackourgirls #thedress #jesuischarlie #FeesMustF
- 18. Tagging
- 20. Post length Attention spans Visual clutter Devices K.I.S.S!
- 22. “Copy is like a skirt. It should be short enough to keep it interesting but long enough to cover the subject .” - Unknown
- 24. When not to use social media • To fix something big – take it offline • To sell sell sell • To talk about yourself all the time • To control the conversation • To share bad content
- 32. BREAK!
- 33. 4. relevant, real & value-adding CONTENT
- 34. “The issue is not getting your word out. The issue is getting people to care. The answer is not to get your word out more. It’s to change what you’re talking about.” -Seth Godin
- 35. CONTENT what social media can do some tactical wins
- 37. 2. Drive traffic
- 38. 3. Awareness
- 39. 5. Build credibility and trust
- 41. Visual storytelling Your projects Your personal/ professional/ brand story Your clients stories
- 43. Your story
- 46. Those influential people in their communities
- 51. TO START, YOU NEED A STRATEGY 1. Identify goals "What do I want to get out of social media?" 2. choosing which are the most appropriate channels, 3. developing a content strategy to go with these channels 4. create a content calendar
- 54. Invest strategically: Corporate Imagery (logo, etc) Paid media, Photography Consultants: Content strategy, creation, writing etc How much does it cost?
- 55. 6. HANDY TOOLS
- 56. Analysis: Native tracking - Free tools that come with Facebook, Twitter, YouTube, Linkedin, blog etc Google analytics on your website Social Bro – community insights for Twitter Bitly Hashtracking
- 58. Listening: Hootsuite – scheduling, tracking keywords etc (and scheduling) (also good for scheduling) Google alerts- monitoring online reputation
- 60. What does effective social media look like? • It starts with a strategy • It’s founded on relevant, real & value- adding content. STORYTELLING • It builds relationships • It is consistent over time • It’s always evolving
- 61. The rewards: Learning, improving, reaching your goals!
- 62. 7. FURTHER LEARNING • The Quirk textbook (free to download!) • Sign up for news: – Simply Measured – Memeburn – Social media examiner – Content Marketing Institute – Adweek – Mashable • Ask Google! • Your own experience • Emma Sadlier’s Book: “Don’t film yourself having sex”
- 63. Q&A
- 65. WITH THANKS TO & FRIDAY SESSIONS
- 66. Source: We Collaborate. 13m 7.4m 2.6m 4.6m
Hinweis der Redaktion
- Social media 101 For small businesses
- This is the question I will try to answer today. Remember that social media is actually a vast field, and there is no one answer to this question. You’ll need to explore this yourself to find out exactly what fits, but hopefully today I can equip you with the knowledge to start out successfully.
- NB we have 30 mins x 2 I will try do this in the allocated amount of time. If I go over time please stop me!
- Social is mature enough to be the next layer in all our everyday experiences shift to more open view of business. Instead of broadcasting, we're finding more conversations Instead of protecting information, we're finding ways to share it. Instead of corporates being viewed with suspicion, we're finding more and more that corporates are opening up, sharing their good news stories and earning some trust and respect for the way they do business. Social media today is more powerful than it has ever been Social media marketing is the process meeting business objectives through social media. Social media marketing programs usually centre on efforts to create content that attracts attention and encourages readers to share it across their social networks.
- Social media is another layer to our everyday experience
- Just some of the social media platforms at our disposal
- So, what do you want to achieve? Social media is just another way to market yourself, and communicate with an audience. Think of it as another cog in the marketing system Get media coverage, find new clients? Or leverage current clients? find new talent? - find the best employees be seen as an expert in X field - get invitations to hold lectures, write articles and strengthen your brand in this area find right partners to complement your service Do you want to advance the profession?
- What is social media? Explain this metaphor People are talking. This is your opportunity to participate. Keep in mind you can’t control the conversation. You can only participate. The same as Sam Green Eggs and Ham’s pic: Look at me, vs Look at this cool brand
- Firstly, before any marketing or brand building activities: Know your brand Whether this is your personal brand (ie yourself as the professional) or the brand of your practice. Know who are you and what are you about? How do you communicate? How do you connect - What’s your brand’s personality? Voice and tone Values Specialities Your story (history and heritage)
- GUESS the average att span of human adult
- 8.25secs is the average att span of human adult
- Building relationships Understanding your audience It’s about them, not you! Also harnessing the power of advocates and influencers Thinking about who you are talking to What they want out of the interaction – it’s not all about you
- Various uses Hashtags on every platform but linkedin (different ways of use) Event hashtags: keep them short & sweet Make them shareable >>EG ON TWITTER
- In-twitter Starting your tweet with a “.” A simple tool to make your tweet go further And of course, connect and converse
- The response timing is rather important Respond ASAP. 2 -3 hours is acceptable on FB. Not really on Twitter. Ideally within 20 mins on Twitter. It’s also a good idea to have a crisis plan, or worst case scenario. Consider issues that may arise – unhappy customers, accusations etc – and consider how you would deal with them beforehand. Make sure you have the neccessary plan in place and don’t panic Also related to timing: Consistency Show a recognisable, reliable brand Remain consistent while evolving with time, platforms, abilities of platforms Social media shouldn’t be just sommer used. Be strategic, and use it in the context of your marketing or communications strategy. It’s easy to waste hours on it. If you have a goal in mind, and a plan to get there, you can use it cleverly and efficiently.
- You are speaking in a noisy, rushed world 86% of internet users in SA access the internet via mobile technology
- The same goes for visuals: Again, keep it simple Let your imagery and copy work together You can also be more effective: Save writing by using the two to efficiently communicate different parts of the same message Can you spot the difference?
- Paid – those ads you buy. A billboard? A banner ad? A post in your newsfeed? They’re all you making your content reach more people. Social media advertising is the online equivalent of a billboard on the side of the M1. Owned – the stuff you control. Your website, your Facebook page (to a degree, although Facebook actually owns that) Earned – when other people talk about you for you Remember that through your owned and earned media you’re effectively managing your online reputation. If someone googles you, what comes up? Is it your website? An article about you? Or a HelloPeter post complaining about you?
- When not to use social media To fix something big – take it offline To sell sell sell To talk about yourself all the time To control the conversation To share bad content
- Facebook Give stats of each platform 13m FB users in SA (24% of the SA population) 10 m access from their cellphones
- Twitter Give stats of each platform
- Linkedin Give stats of each platform
- Instagram too Give stats of each platform
- YouTube Give stats of each platform 8.2 million monthly active users in SA (up 15% from last year)
- Pinterest Give stats of each platform
- It’s founded on relevant, real & value-adding content Make your profile worth following. Think about what makes your content unique and why people should follow you Some ideas: Have a live Twitter debate using your own custom hashtag, or participate in other relevant debates Amazing photography on instagram, or niche imagery Give in depth opinion on current, relevant events through blog articles, videos, infogrpahics, tweets Share what you’ve learned - ways to help others Contests, giveaways (be careful here)
- It's one thing to show your buildings. But if you really want to connect to your audience, tell a story. Be smart about your content
- Connect with your customers, potential customers and supporters Show appreciation & acknowledgement Word of mouth really powerful here ITS ABOUT YOUR AUDIENCE Eg. Hold an event, your audience will be shown to be attending, and can invite their friends
- 2. Drive traffic to your site – get people to sign up to your newsletter, leads etc Yes, social media community size and links increase Google rankings. But social is also a great place to share news and updates, increasing your web traffic. Eg Twitter driving Anthropologie driving
- 3. Awareness Social media lets you increase brand awareness and reach with little to no budget Give eg of something newly launched Or a deeper understanging of your product
- 5. Build credibility and trust Share the stories of what happens behind the scenes Over time consistency
- We are more likely to connect with stories than cold hard facts, as we connect with them on an emotional level
- Visual storytelling http://www.archipreneur.com/top-5-architectural-storytelling-tools-to-market-your-project/ Your clients stories: their pics of the projects, their feedback
- Your projects Visual storytelling – great opportunity with architecture sketches concepts models renderings fly-throughs completed projects
- your story: design inspiration, materials completed projects How you work Include YOUR VISION What do you want your clients to ask you to build? Give them the vision before they brief you! Henry Ford — 'If I had asked people what they wanted, they would have said faster horses.'
- Visual storytelling Your client’s story
- An influencer is someone who is generally influential amongst their audience An advocate will vouch for you publically, support aspects of your work, which is very powerful, though they may not have the widest audience, their advocating for you is genuine Quesitons: Influencers and advocates could be classed as -paid -owned -earned? Build relationships, online & offline Especially relevant to this field where word of mouth and recommendations are so powerful. Invite them to your events Or collaborate with them Or be an influencer yourself! (more on that now...) Employing an architect is a big investment. People often turn to their friends or tastemakers for leads.
- Those influential people in their communities
- Include these people, get to know them, and give them something they want. Are they photographers? Take them on an exclusive photo walk of some amazing buildings (dont have to be your own?) Tours, walks, special access with influential folks
- You can be an influencer too! Linkedin, blog, writing for publications in your area of expertise Position yourself in your area of expertise and share your knowledge in order to establish your organisation as a leader in that field
- Those influential publications (yes, here there’s a crossover with PR, but they’re all on social) Affililiate sites – Local and global - eg architeizer, arch daily, Visi, House & Leisure reputable magazines, often looking for stuff to publish
- Be smart, be strategic, and it need not take hours of your week. Get a few things together upfront and you could work it so that you spend a few minutes a day. Half to an hour a day, minimal, and you could see results. Spend wisely
- STRATEGY But launching a Facebook page or a twitter account is perhaps the last step of a process that before this step, should have affected the marketing strategies that generally you want to pursue: identify goals, "What do I want to get out of social media?" choosing which are the most appropriate channels, developing a content strategy creating an editorial calendar. Also bear in mind how this fits into your entire marketing strategy, to get the most out of it.
- The digital advantage: measurement Tracking and optimizing AS YOU GO
- How long is a piece of string? Look ahead: plan to continue Costs to consider paid media -spending a little on design, photography. One brilliant photo or video can have more impact than a hundred “okay” posts. That said, don’t be afraid to try, thoughtfully. You’re architects, you should know what a good photo looks like.
- Tools needed POSTING & SCHEDULING SOCIAL LISTENING - Hootsuite –free scheduling and monitoring Social bro – community insights Google alerts Hashtracking Twitter trends Check out others BE CAREFUL OF AUTOMATING EVERYTHING And don’t post the exact same thing on each channel
- Check out others BE CAREFUL OF AUTOMATING EVERYTHING And don’t post the exact same thing on each channel
- Social bro – best time to tweet
- Others: Buffer Twittimer Tweetdeck Sprout social
- Social media is like farming Remember it takes time!
- Just as a reminder: what does effective social media look like?
- The rewards
- http://www.worldwideworx.com “The secret for companies trying to leverage social networks lies not only in numbers of uses, but also in how heavily those users engage in these networks. NB What works on one platform doesn’t necessarily work on another And small things can make a big difference 22% of the population access it on their phones