The impact of social media on marketing Architectural Services and strategies for Architects using Facebook, Twitter, & LinkedIn.

1. Marketing for Residential Architects Presented by: Paul West Jauregui www.myover.com

3. At Myover, Paul leads a multi-disciplinary creative team in the development and production of creative solutions that generate results for clients. 2

4. We’ll cover: Introduction to Social Media How to get started The big three Facebook LinkedIn Twitter Social Media Strategy Summary 3

5. Introduction –What is Social Media? Social media describes the online tools that people use to share content, profiles opinions, insights, experiences, perspectives and media itself – facilitating conversation and interaction online between groups of people 4 -Brian Solis

6. Introduction –Traditional vs. Social Media 5

7. Introduction –Why Social Media Networks? 61% of internet users have Social Network Profiles HH Incomes of +$100k were twice as likely to have Social Network Profiles Time spent on social sites is growing at three times the over all Internet rate Social media can SERVE clients… who create clients 6 Source: Mintel

8. Introduction –Marketing Impact for Architects? Do you rely on Word-of-Mouth? 7

9. Introduction –Marketing Impact for Architects? Social Media is Word-of-Mouth? on steroids! 8

10. The Social MediaLandscape 9

11. The Social MediaLandscape 10 51% 41% 92% What are the top five online professionalnetworksthat you use? Source: socialmediatoday.com (11/09) Followed by Plaxo (13%) & Xing (7%) Today, we will focus on the big 3 that dominate online Professional Networks and how they impact the marketing Architecture Services

12. Facebook– The basics 11 Think of Facebook, as you in business casual, chatting and sharing things you have in common with others.

13. Facebook– The basics 12 The Wall updates your activity and can include news, photos, videos, events, etc.

14. Facebook– What you should know More than 400 million active users (~830K in Greater Austin) 50% of active users log on to Facebook in any given day More than 35 million users update their status each day More than 3 billion photos uploaded to the site each month More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week More than 3.5 million events created each month More than 3 million active Pages on Facebook 13 Source: Facebook

15. Facebook– The average user… Average user has 130 friends on the site Average user sends 8 friend requests per month Average user spends more than 55 minutes per day on Facebook Average user clicks Like button on 9 pieces of content each month Average user writes 25 comments each month 14 Source: Facebook

16. Facebook– Groups vs. Fan Pages 15 Source: allfacebook.com (02/10)

17. Facebook– Profile info can impact search Fill out all information Add captions to photos events need descriptions Use keywords in ‘info’ tab 16 (important because all pages can be indexed by Google, Bing, Yahoo!, etc.) Source: Facebook

18. LinkedIn – The basics 17 If Facebook is business casual… LinkedIn is you in a suit, networking professionally

19. LinkedIn – What is it? 18 Professional networking (rather than social) Business oriented An online resume Profiles are indexed by Search Engines (+SEO)

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21. LinkedIn – Why use it? 20 Create a contact network (yours plus access to your contacts’ contacts) Find jobs, people and business opportunities Cultivate a talent pool Great learning platform (via Groups, Answers, etc.)

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23. Twitter – The basics 22 If LinkedIn is professional networking… Twitter is a quick walk and talk, with a lot of people listening

24. Twitter – What the #%^@ is Twitter? 23 Twitter is a “micro-blog,” on which people describe what they are doing, reading, thinking, etc., in 140 characters or less. Follow any public “tweet”, unlike Facebook’s agreed “friends” Another way to extend your brand (in Real-Time)

25. Twitter – How to use Twitter 24 Use messages to invite others to larger conversations Follow industry leaders and “Re-Tweet” their posts (syndication) Value-based Tweets & Re-Tweets will increase your followers Twitter is easy to manage and integrates well with other platforms Google now indexes LIVE twitter feeds

26. Twitter – Industry Buzz and Value Exchange 25 Re-Tweets in Action Value? Conversations Value?

27. Twitter – Reach anyone and offer VALUE 26

28. Strategy –Defining your strategy What are your objectives? Who do you want to reach? Who’s responsible for running SM activity? What platform is right for you? …Define success metrics? 27

29. Strategy –Key objectives Build brand awareness Reputation management New business generation Distribute news and events Research (online polls & demographics) Client support Connecting with professionals Improving SEO 28

30. Strategy –Improving SEO 29

31. Strategy –Social Media Actions for Architects Document progress on a high profile project Become a neighborhood expert Answer the 20 Questions to ask your AIA Architect Blog or start a FB group on Green Building Find new talent and recruit 30

32. Summary – Takeaways Listen first and behuman Does the customer get value? If not, don’t bother Develop relationships, don’t sell (inbound marketing) Social media is a cocktail party not a lecture Tolerate criticism, it’s often valuable insight Encourage personalities and passion People are drawn to RELVANCE&VALUE 31

33. Thank you… Questions? Paul West Jauregui- paul@myover.com http://facebook.com/paulwest http://twitter.com/myover http://linkedin.com/in/myover http://behance.net/myover 32

34. Thank you… Questions? Paul West Jauregui- paul@myover.com http://facebook.com/paulwest http://twitter.com/myover http://linkedin.com/in/myover http://behance.net/myover 33

35. Twitter – Demographics 34 Source: Infographic Courtesy of Muhammad Sleem

36. Twitter – The basics 35 Source: Infographic Courtesy of Muhammad Sleem

37. Introduction –Traditional vs. Social Media Reach Accessibility Usability Recency Permanence 36