13. ALRIGHT, ABOUT US.
Height: 6’4, 6’2
Weight: 190 (ripped)
Bats: Righty
Throws: Super fast
Years in the league: 21 (combined)
Full stats available at Stalelife.com
20. SOCIAL MEDIA CAN HELP
EVERYONE HERE TODAY
‣Increase awareness
‣Target disNnct markets
‣Enhance public relaNons
‣ParNcipate in community
‣Improve customer experiences
‣Amplify enrollment/generate new members
21. SOCIAL MEDIA
HAPPENS ONLINE
Number of Hours
27.4
25.1
The Web ranks higher than other 21.8
20 19.2
media in dura:on of use. 17.8
However, consumers oaen use 11.4 11.1 10.9
internet simultaneously with TV,
radio and other media.
Source: Center for Media Research, June, 2009
Average Number of Hours Average Number of Hours Average Number of Hours
Listened to Radio per Watched TV per Week Used Internet per Week
Week Among Listeners Among Viewers Among Users
$100,00‐$149,99 $150,00‐$249,999 $250,00 or more
22. SOCIAL MEDIA IS PART OF
ONLINE MARKETING
!"#
Fresh online content that mirrors offline
iniNaNves will build a stronger brand awareness:
‣ SEM drives traffic using keywords and text ads !"$
‣ SEO builds conNnuous presence in $12+1(34156+7+(*
Your
!%&'
organic rankings website
%()*+,(
‣ Banners provide mass reach and increase -.//"0!
online brand awareness
‣ Social media is the “consumer connecNon”
and will extend the brand message
!#$
23. SOCIAL MEDIA WORKS
WITH TRADITIONAL
Social media is a low‐cost avenue for
engaging with consumers at a deeper level
than is typically achieved with tradiNonal
adverNsing. Social media is not a replacement,
it’s part of the equaNon.
Your
organiza:on,
school or
company
24. SOCIAL MEDIA
IS NOT ADVERTISING
“Adver'sing is when you tell people how
great you are. Publicity is when someone
else says how great you are.”
‐ Guy Kawasaki
25. SOCIAL MEDIA IS
USED BY ALL AGES
People flock to Social Networks in record numbers – Facebook now boasts over
200 million users worldwide and TwiFer has grown 3,000% since last year.
58% Female 58% Male 64% Male
35‐54 years of age 35‐64 years of age 25‐54 years of age
30% some college 48% bachelors degree 81% bachelors degree
HH income to $74K HH income to $99K HH income $109K
26. SOCIAL NETWORKS
ARE POPULAR
3. Facebook
4. YouTube
5. MySpace
According to Alexa (a leading Web InformaNon
9. Wikipedia
Company), 8 of the top 20 most‐visited U.S.
12. Blogger
sites are social networks.
15. Twitter
18. Flickr
20. WordPress
29. SOCIAL MEDIA
IS A MARATHON
Like your friend base on
Facebook, it grows over Nme
with true, authenNc
conversaNons.
!
30. SOCIAL MEDIA IS FOR
AUTHENTIC BRANDS
Founded in a Connected For smart
real story to human advocates
truth
Modern people are savvy and discrimina:ng. They have new
avenues for their opinion, and they subconsciously calculate value
for organizaNons they can trust.
31. SOCIAL MEDIA STARTS
BY DISCOVERING
It’s easy to tell the story that people
want to hear. The hard road – the one
that leads to the greatest reward – is
to tell the story that’s real.
33. HOW TO DEVELOP
YOUR CAMPAIGN
REVIEW
THE
Assess social
BRAND networks
+ Benchmarks
+ CommunicaNon goals
+ Measurement tools
RESULTS
34. HOW WE SEE SOCIAL NETWORKS
FOR ARCHITECTURE
Social Media
Social Media Social Media
Social Media
(Actual)
(Actual) (Reality)
(Reality)
ShareThis!
ShareThis!
Linked InIn
Linked
Twitter
Twitter
Networks
Networks Messaging
Messaging Connect
Connect Communicate
Communicate
Face
Face
book
book
Bit.ly
Bit.ly TwitPic
TwitPic
File/Link
File/Link Sharing
Sharing
Sharing
Sharing
Flickr
Flickr
35. START WITH
YOUR THE BRAND
What is the one thing that is most engaging
to your members, students and staff?
40. FIND PEOPLE
TO TALK WITH
!
Use tools to find and befriend
other architecture enthusiasts and
educators who will appreciate and ! !
promote your campaigns.
!
42. USE THE FINDINGS
AS BENCHMARKS
20%
‣ Determine the frequency of 18%
conversaNons about
37%
‣ Review the tone of conversaNons
12%
‣ Establish the relevance of
the discussions 13%
‣ Decide which media channels are
Positive Negative
most prevalent Indifferent ReTweets
Educational
43. MEASURE WHAT’S
BEING SAID
Quan:ta:ve Qualita:ve
Impressions, clicks and Track the presence, audience,
amount of menNons campaign recepNon, and
brand awareness
Communicate your strengths and weaknesses monthly –
candid analysis leads to proper adjustments and insures the
investment is jusNfied.
44. STAY ON TOP OF
THE LATEST TOOLS
!
!
New tools evolve daily that help us ! !
analyze traffic, find new people and
further refine our campaign. Staying fresh !
!
keeps our messages in the moment.
!
48. BE COOL
Social media rewards brands that are dis:nct
and have something real that consumers can connect to.
49. BE RELEVANT
Keeping up with audience is key. But telling your story is
important, too. They’re listening, wondering “Why should
I care about your company today?”
50. BE SHARABLE
If you’re authenNc and offer quality products and service,
you make it easy for someone to share a tesNmonial.
51. BE A FRIEND
Converse online as if you were talking to a friend face‐to‐face.
The more personal you appear, the beWer – invite others
into your life and business.
52. NIP BAD PRESS IN THE BUD
Respond to conversa:ons that could affect your business. If
someone is frustrated with you, aWempt to resolve it. The irritated
consumer will feel beWer that you care enough to reach out,
and the public resoluNon creates excellent PR.
53. BE SUBTLE WITH
SALES MESSAGING
Talk purely about business and people won’t react. This part of
your markeNng spend is for relaNonship‐building and public
communicaNon. But, that doesn’t mean the occasional offer is bad.
55. ACT LIKE A PERSON
Use your real name, Ntle and descripNon. We’re trying to be
personal, and this is the first place to build trust.
56. STAY SHORT. GO LONG.
Depending on the message and medium, our approach will uNlize
micro‐blogging (TwiWer, Facebook) as well as long‐form conversaNon
starters (Blogs, Facebook, Video, Image galleries, Forums).
57. CONNECT ALL YOUR
SOCIAL NETWORKS
Your long‐format content should feature video connected to
your YouTube page and images connected to Flickr.
58. ALLOW PEOPLE TO SHARE
!
!
Re‐posts and personal tesNmonial gets more reacNon and
aWenNon than “look at what we sell”.
60. CREATE GROUPS FOR
ARCHITECTURE
Architecture is easy to promote online, and sponsoring
applicaNons, events and ideas will put you in a favorable light.
62. LET PEOPLE MANIPULATE
YOUR ARCHITECTURE
Create interacNve user experiences with your brand using games,
virtual gia sharing programs, and more
63. QUANTITY IS NO SUBSTITUTE
FOR QUALITY
The more followers you
have, the lower your
click‐through rate. A
click‐through rate of
2.8% is a preFy decent
outcome ‐lower than
average for email
newsleWers, but it
outperforms the vast
majority of online
adverNsing stats.
64. FOLLOW SOME SIMPLE RULES
!
We will mix our authenNc presence with simple rules that
won’t peg us as annoying.
65. USE YOUR TRIUMPHS
AS CONVERSATIONS
Too:ng your own horn isn’t bad when you do it selec:vely. Some
of these points have great interest to people and could be passed
along if presented properly.
71. CASE STUDY:
WORLD BICYCLE RELIEF
RAISES QUICK CASH
!
WBR used TwiWer and Facebook
to produce 1,800 page visits, over
400 new eNewsleWer signups,
menNon on 29 blogs and raised
over $6,000 in 48 hours during
their annual appeal.
!
73. REPORTING TOOLS:
LINK TRACKING
What they are:
Link shorteners or social media broadcasters. All of
these tools have analyNc data of use.
What they tell us:
When a person clicks on a link or posts a url from your
site, we’ll know (no maWer where they go).
74. REPORTING TOOLS:
REAL-TIME UPDATES
What they are:
Search tools that scour blogs, news sites and other
social media.
What they tell us:
Gives you real‐Nme results of your organizaNonal
menNons or architecture news based on terms you set.
75. REPORTING TOOLS:
CONVERSATION SEARCH
SEARCH
What they do:
Help to search for menNons, discover content and
post to mulNple accounts.
What they tell us:
Gives us a display of all menNons of our brand and
news. They allows you to track your brand across all
of these areas.
76. REPORTING TOOLS:
ALL-IN-ONE
What they are:
Online dashboards that monitor and measure your
social media accounts. Returns analyNc data from
popularity to gender and age.
What they tell us:
In one single place, it tells us what your audience
and advocates are saying and allows you to post to
mulNple accounts at one Nme.
78. COMMUNICATING IN
SOCIAL MEDIA IS A BIG ROLE
Nobody can do it alone. Get
some help. Interns. Office
innovators. Friends. You’re
bound to find people in‐
house to get on‐board.
79. BUT WHAT ABOUT
MY BOSS?
Someone is going to need some
convincing. Use the facts – even
the ones found here – to convince
the boss that Social Media is the
most inNmate part of your
markeNng outreach.
