WITH THANKS TO

& FRIDAY SESSIONS

Social Media 101for architectural practices

(and other creative businesses)

How can I use social media to achieve my business

objectives?

1. THE STATE OF SOCIAL2. SOCIAL MEDIA CONCEPTS3. CHANNELS: A BRIEF OVERVIEWbreak4. CONTENT5. BRINGING IT ALL TOGETHER6. HANDY TOOLS7. FURTHER LEARNINGQ&A

WHAT WE’LL COVER

1. THE STATE OF SOCIAL

2005

2013

•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?

2. SOCIAL MEDIA CONCEPTS

You’re at a bar…

The brand

the average attention span of the human adult

the average attention span of the human adult

8.25 seconds

The audience of one

Niche audiences

And audience-specific content

The hashtag

#blacklivesmatter #bringbackourgirls #thedress #jesuischarlie #FeesMustFall

Tagging

Timing

&

Consistency

Post length

Attention spans

Visual clutter

Devices

K.I.S.S!

“Copy is like a skirt.It should be short enough to keep it interesting but long enough to cover the subject .”

- Unknown

Content types:

PaidOwned Earned

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

3. CHANNELS:

A BRIEF OVERVIEW

BREAK!

4. relevant, real & value-adding

CONTENT

“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

CONTENTwhat social media can do

some tactical wins

2. Drive traffic

3. Awareness

5. Build credibility and trust

CONTENT: STORYTELLING

Visual storytelling

Your projectsYour personal/ professional/ brand story

Your clients stories

Your projects’ stories

Your story

Your client’s story

CONTENT: INFLUENCERS

AND ADVOCACY

Those influential people in their communities

5. BRINGING IT

ALL TOGETHER

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 channels4. create a content calendar

CONTENT PLAN

channels & strategygoals

CREATE CONTENT

PRODUCE & POSTASSESS

?

Invest strategically: Corporate Imagery (logo, etc)Paid media, PhotographyConsultants: Content strategy,

creation, writing etc

How much does it cost?

6. HANDY TOOLS

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

Listening:

Hootsuite – scheduling, tracking keywords etc (and scheduling)(also good for scheduling)

Google alerts- monitoring online reputation

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

The rewards: Learning, improving,

reaching your goals!

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”

Q&A

Thank you

www.georgiechennells.com

WITH THANKS TO

& FRIDAY SESSIONS

Source: We Collaborate.

13m 7.4m 2.6m 4.6m