Social Media Marketing for the Architectural Industry
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Social Media Marketing Presented by: Ingrid Ricks
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An overview of why Social Media Marketing has the potential to separate the successful architectural firms of the future from their current competitors, including a six-step strategy for getting started designed by RC Strategies Group.
Transcript of Social Media Marketing for the Architectural Industry
Social Media Marketing
Presented by:
Ingrid Ricks
Wall Street Journal: Email OUT, Social Media IN
• Email’s reign as king of communications is over
• Services like Twitter and Facebook promise to rewrite how we communicate
• In the last 12 months, Social Media usage grew 50% faster than e-mail.– David Liu at AOL calls it “replacing
the in-box with a river that continues to flow as you dip into it.”
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Leading Social Networks
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B to B for Marketing (August 2009 study): 66% of marketers now using social media – up from 20% in 2007. A 230% increase!
Facebook300 million registered users. Most used social media site. High use (60%) among business to business marketers.Median age (as of Oct 2009) 33, up from median age of 27 in May 2008
Twitter—12 million registered users In August, 25 million unique visitors --up from two million a year ago. Growth is up 1,000% in the past year.
LinkedIn --Largest network of business professionals. 40 million registered users in 170 industries in 20 countries.
What is Social Media Marketing?
• Social Media Marketing is the integrated use of different social media channels/networks to:– Share information about your
company
– Instantly interact with customers & prospects
– Spread the word about new product launches, upcoming events
– Reach customers and prospects through different online/digital touch points
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Why Social Media?
• Serves as powerful driver for Web site traffic, e-newsletters, blogs, articles & trade shows/events
• Builds organic search engine traffic for your business
• Offers cross-channels for marketing products/services
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Why Social Media?
• It enables your business to instantly engage with customers & prospects, and gives your customers a way to directly interact with you
• Viral growth of social media helps expand business reach, grow customer base
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• Increase Web Site Traffic/ Effectiveness with Proven SEO (Search Engine Optimization) Strategies– Is Web site professional?
– Does Web site deliver compelling, clear sales message?
– Does it have call-to-action and data capture elements throughout?
– Is it optimized with keywords, title descriptions, etc. for search engine pick up?
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It Still Starts With Web Site
Six Steps for Successful Social Media Program
1. Have a Plan • Identify what you want to accomplish with
social media e.g.:– Drive Event Traffic
– Increase Web Traffic
– Build Customer Loyalty
– Expand Brand Awareness
• Develop plan to achieve those goals e.g:– Vertical markets to target
– Social networks to employ
– Ongoing communications plan to implement
– Goal-specific promotions
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Six Steps for Successful Social Media Program
2. Leverage all Social Networks that Make Sense– Facebook & Twitter key social mediums
for businesses, but not only networks to consider
– Tap established LinkedIn networks by launching LinkedIn Business Group and inviting all LinkedIn contacts to join
• Post frequent news updates, invites to join Facebook, Twitter etc.
– Feature projects, capabilities through videos on YouTube
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Six Steps for Successful Social Media Program
3. Start a Blog– Provides fresh, relevant content for
clients, prospects • can be pushed out through social
networks/e-newsletter
– Generates search engine traffic
– Provides two-way interaction with customers/prospects
• Opens door to fun, interactive promotions
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Six Steps for Successful Social Media Program
4. Advertise your Social Networks– Full company buy-in and support is crucial
– Advertise Social Networks at every available touch point
• Web Site (prominent)
• Company Email Signatures
• Press Releases
• E-Newsletters
• Business Cards, Letterhead
• Brochures
• TV, Radio, Print Advertising
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Director of Product Development & IT Email / MSN: [email protected]: 305.914.1282 - F: 305.627.6001 – M: 786.412.6862 15590 NW 15th Ave – Miami, FL 33169 http://www.newcom-intl.comFollow us in Facebook | LinkedIn | Twitter
Six Steps for Successful Social Media Program
5. Think Promotion– Today’s consumers:
• Like to engage in two-way interaction with businesses
• Like to be rewarded for their participation
– Use promotions to build your social networks AND to leverage customers’/prospects’ social networks to drive new leads to your Web site
• Social Networks Building Promotion – example: Gift Certificate Giveaway
• Leveraging Other Social Networks – example: Lawn Wars Promotion
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Six Steps for Successful Social Media Program
6. Stay Engaged– Interesting, Relevant Content is Key
– Keep it Human/Fun• Not always away selling products &
services
• Use as question/answer forum, post interesting, fun thoughts of day, etc.
– Frequent Communication Important
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Architecture FirmsUsing Social Media
• Companies on Twitter– Lamidesign architect and publisher of modern house plans, and
advocate for modern housing Merchantville, NJ
– Various Architects Oslo based collaborative design office Oslo, Norway
– ViaArchitecture Jen, Marketing Coordinator at VIA, updating you about architecture and upcoming events in the VIA world. (http://www.via-architecture.com/)
– GenslerOnCities Discussions, musings and ideas about design, sustainability+urbanization. Gensler’s Leah Ray + Lisa Beazley tweet about all things urban. (http://www.gensler.com/)
– HolzmanMoss Holzman Moss Architecture is a national planning, architectural, and interior design firm with a 40-year legacy of making memorable spaces.(http://www.holzmanmoss.com/)
• Companies on Facebook– COOP15 Architecture
– PB Elemental Architecture
– Architecture & Design Museum, Los Angeles
– HolzmanMoss
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Architecture FirmsUsing Social Media
How Global Architecture Firm HOK is Maximizing Social Media
• Facebook: http://www.facebook.com/HOKCareers
• Twitter: http://twitter.com/hoknetwork
• LinkedIn: http://www.linkedin.com/companies/6624/HOK?csrfToken=ajax%3A-3678114676720875136
• YOUTUBE: http://www.youtube.com/user/hoknetwork
• HOK India Blog: http://www.hokindia.com/
• HOK BIM Solutions: http://hokbimsolutions.blogspot.com/
• HOK The Green Workplace blog: http://www.thegreenworkplace.com/
• HOK Events: http://www.hokevents.ca
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Social Media Questions
• Common Mistakes Firms Make with Social Media– Assuming it is a magic bullet, end-all
solution
– Launching social media pages but not advertising social networks or actively building them out and frequently engaging people who join
– Focusing only on product/service pushing
– Avoiding it due to fear of unknown
– Not having full company buy-in
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Social Media Questions
• Controlling Messaging/Corporate Brand/Identity via Social Media Marketing – Don’t make mistake of thinking that if you
avoid social networks, you keep people from talking about your business
– By actively engaging customers through social media and being responsive, you can quickly address concerns raised and turn negative into positive
• Geico example
– Interacting with customers through social networks provides valuable feedback you need to improve where necessary
• Gives customers the voice they want
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Social Media Questions
• Social Media for B2B Marketing– Remember that Social Media is a
Communications Vehicle• What makes it so powerful: Instant
two-way interaction, viral power, FREE
– Use it to communicate same messages you would regularly communicate to clients
– Provide blog links, newsletter links, links to relevant, interesting industry news, personal thoughts
– Consider promotions
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Become vital communications source and leading voice in your industry
Social Media Questions
• Metrics for Measuring Impact and Effectiveness of Social Media Campaigns – Depends on specific goals set at
beginning of social media campaign
• If driving event traffic, what were event results? (HP Trade Show case study)
• Drive Web Traffic? Has your traffic increased as a result of social media efforts?
• Boost Sales? Consider a direct sales promotion through social media so you can track sales lift
• Increase Customer Loyalty?
• Build/Expand Brand Awareness?
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Getting Started
• Make sure your Web Site is fully Optimized
• Launch a Business Facebook Page– Obtain Vanity URL: facebook.com/username
– Invite customers, prospects to join
– Consider network building promotions
– Post engaging, relevant content – FREQUENTLY
– Solicit fan input, feedback
• Open a Twitter Account – Develop followers by following vertical markets of
interest & connecting with customers
– Interact with businesses that follow you
– Tweet regularly & Retweet interesting posts
– Tweet relevant content – yours as well as others (news articles, other blogs etc
– Engage in direct messages with followers21
Getting Started
• Start LinkedIn Business Group– Invited LinkedIn contacts to join
– Post updates regularly that link to biz news
• Consider Videos for YouTube
• Start a Blog– Integrate blog into existing Web site to drive search
engine traffic to your site (example: www.firm.com/blog vs. www.firm.wordpress.com
– Post informative blogs regularly
• Make blogs relevant, engaging
• Regular posts ensure better SE pick up
• Distribute through Social Networks
– Option: Enroll in Blog Distribution Service
• Services like MailChimp enable you to automatically deliver blog in subscriber’s email box
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Getting Started
• Use Press Release Distribution Services that focus on Social Media Optimization– Take the time to optimize your press
release for social media• Hyperlinks
• Keyword Tags
• RSS Feeds
• Video Embedding
• Web Site URL
• Cross-Promote Social Media sites– On Web site & e-newsletters
– Through email signatures
– Through social media posts
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Social Media Marketing
Presented by:
Ingrid Rickswww.rcstrategiesgroup.com
www.rcstrategiesgroup.com/blog
www.Facebook.com/rcstrategiesgroup
www.twitter.com/rcstrategies
