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Riding the Social Media Tsunamiaiakc chow&tell11 june 2009
Cindy Frewen Wuellner, FAIA, PhD
Zena Weist, EMBARQ
Ramsey Mohsen, Digital Evolution
SOCIAL
MEDIA
CONTENT
3
Content
public projects
housing & schools
master planning
In association w/ Sasaki
Dr. Cindy Frewen Wuellner, FAIAFrewen Architects, U of Houston, U of Kansashttp://www.twitter.com/urbanverse
Zena WeistEMBARQ Senior Manager of Interactive Brandhttp://www.twitter.com/zenaweist
Ramsey MohsenDigital Evolution Group, Web Consultanthttp://www.twitter.com/ramseym
http://socialmediaclubkc.ning.com/
agenda1. What is social media?
2. And how is it changing the way we practice?
3. What benefits do you gain from social media?
4. What are some potential pitfalls?
5. How do a few social media tools work?
6. Where can you start? First steps.
Q & A throughout and at end of program.
riding the social media tsunami
How social media can get your clients bragging about you ---
instead of you promoting your services.
phone fax email cad websites bim
your brand
microblogging business networks
social networks
videosocial bookmarks
blogging
picturesFrom The Conversation Prism: Brian Solis
New page:AIAKC
New page:AIAKC
What can you do with social media?
• Share – broadcast, educate
• Learn, research – real time, deep knowledge
• Converse – social, business network
• Community – advocate, collective action
•
Going from simple “what are you doing?”
to more globally-minded “what is the world up to?”
@CharukesiRamadurai
Tribes
• @urbanverse: RT @rosssturley: 1 in 6 architects in europe out of work, says survey - http://tr.im/mpPp- ouch.
• @nytonline: Architecture Review: Lose the Traffic. Keep That Times Square Grit. http://ow.ly/9gOC
@urbanverse: diller scofidio + renfro: alice tully hall, lincoln center for the performing arts, new york http://tinyurl.com/qz25sl
• @chinaeducation: Young designer determined to improve architecture education in China's smaller cities http://snurl.com/iu73t
17
Ramsey MohsenDigital Evolution Group, Web Consultanthttp://www.twitter.com/ramseym
About me.
• Project Lead/Consultant at Digital Evolution Group• Blogger, Video Blogger, Former Lifecaster on
Justin.TV• _• www.kcsweaterparty.com
[email protected]@ramseym
Where I work.
• 9 year old e-business consultancy• Voted one of the best web development firms in the
region (Ingram’s)• National and regional awards for thought leadership and
results• Exceptional team with in-house strategy, information
architecture, programming, testing, e-marketing and animation skills.
What is Social Media?
• Tools for sharing and discussing information.• SM vs. Social Networking?
= communities w/like interests to connect
[email protected]@ramseym
Social Media isn’t replacing anything.
• SM is in the spectrum of communication.
[email protected]@ramseym
The new influencers.
• Expansion from traditional media.• The rise of the individual.• Trust 2.0, peers not institutions.
[email protected]@ramseym
Proliferation of influencer channels.
• We trust a stranger over any paid-for communications or advertising.
• Blogs are a form of trusted opinion, over magazines and newspapers.
[email protected]@ramseym
…more than just a marketing tool.
• sales/lead acquisitions• internal knowledge development• customer service• operations• executive leadership & visibility• branding• product development
[email protected]@ramseym
…more than just a marketing tool.
• “Chatter Factor”– online vs. offline translation
[email protected]@ramseym
Your website isn’t good enough.
• = 1 component of a larger web strategy– Channels/Gateways to homebase
• Trust factor and credibility• SEO positioning• SM starts conversations & relationships
[email protected]@ramseym
30
Zena WeistEMBARQ Senior Manager of Interactive Brandhttp://www.twitter.com/zenaweist
Listening• In the beginning…
Google Alerts (Yahoo)Google Blog searchesBlogPulseDSLReports.comComplaint boardsTechnorati
• Later…Collective IntellectAll of the aboveAddictomatic
• Now…Radian6All of the above
Social Media Strategies1) EDUCATE: Train to create breadth and depth in our employee
base to give them the tools and opportunity to actively engage in social and emerging media.
2) SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.
3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.
4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.
5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.
6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.
Content Strategy• Short-term: Contest
– HSI focus • Long-term: How-to Videos
– Top 10 Customer Service issues• Online Outreach• Call Centers
– Continue to interact/use feedback loop
First steps
• Listen & Research – (Google Alerts, Twitter search, blogs)
• Educate yourself/team (guidelines)• Share – (Slideshare, flickr)• Hash out content strategy, then blog
People to follow (@zenaweist)1. Shel Israel - Global Neighbourhoods
http://redcouch.typepad.com/ @shelisrael
2. Tim Halbur – Planetizen managing editor http://www.planetizen.com/ @halbur
3. Beth Kanter – Beth’s Blog: How Nonprofits Use SM http://beth.typepad.com/ @kanter
People to follow (@urbanverse)1. Su Butcher – The Architects League
http://justpracticing.com/ @subutcher
2. Alex Steffen – Worldchanging http://worldchanging.com/ @worldchanging
3. Cameron Sinclair – Architecture for Humanity http://cameronsinclair.com/ @cameronsinclair
AIA Kansas City new Delicious webpage
AIAKChttp://delicious.com/aiakc
For webpage bookmarksCreates common/shared knowledge
What should you do next?
• Do 15 minutes of Social Media research a day.• Share 1 thing a day.• Find people to follow that interest you.• Be ready to…
– Learn, learn, learn.– Let go to gain more.– Risk the unknown, plan to be flexible.
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