Social media can be leveraged to help chapters connect with their members--all around such common goals as increasing awareness, gaining members, or highlighting chapter events.
3. What Is Social Media?
Presenter: Sybil Walker Barnes
AIA National
4. What is social media?
An umbrella term that defines
the various activities that
integrate technology, social
interaction, and the construction
of words, pictures, videos, and
audio.
- Wikipedia
5. Put another way, it’s the millions
of conversations taking place
online every day, all day.
6. What’s the big deal?
New technologies are changing
consumer (member) behavior.
Shifted from a one-way conversation
No longer communicating in a tunnel
where only one person benefits
Now everyone is a publisher
8. Why should my component care
about social media?
Reason #1:
Because 3 out of 4 Americans use social
media
(Forrester, The Growth of Social Technology Adoption, 2008)
Reason #2:
Because visiting social sites is the fourth
most popular online activity
(Nielsen, Global Faces and Networked Places, 2009)
9. Why should my component care
about social media?
Reason #3:
Because time spent on social sites is growing
at three times the overall Internet rate
(Nielsen, Global Faces and Networked Places, 2009)
Reason #4:
Because social media is like word of mouth
on steroids
11. What is it?
Professional networking (rather than social)
Business oriented
An online resume
12.
13. Why use it?
Create a contact network
(yours plus access to your contacts’ contacts)
Find jobs, people, and business opportunities
Cultivate a talent pool
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18. How is the BSA using LinkedIn?
LinkedIn Groups and Subgroups: like the old
BSA network, but online (& international)
Post news and discussion questions
Send group messages
Share files
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24. Groups: Things to Consider
Who can join?
(members? industry folks? everyone?)
Monitoring posts
Who manages it?
(staff? volunteer members?)
27. What is it?
Imagine LinkedIn as you in a suit, networking,
professional.
Facebook is you in business casual, or weekend casual
dress, chatting and sharing things you have in common
with others.
Twitter is you in track shoes, trying to keep up or just
keep ahead...
28. How does Facebook work?
It’s a social networking web site where users can add friends and send them
messages and update their personal profiles to notify friends about themselves.
Additionally, users can join networks organized by city, workplace, school, and
region.
Users can join and create up to 200 groups (formatted as pages) as members
according to their interests or areas of expertise. The Group will appear in the
search results of Facebook if the group is on ‘public’ view.
Users can choose to become a fan of pages according to their interests to
connect and interact with other strangers that can become connections.
29. Washington chapter AIA case study
AIA | DC established a Facebook page in summer
2008 to garner more recognition and raise
awareness of the Chapter’s activities and to
promote membership, educational opportunities,
and special events.
We also created DesignDC 2009 for a conference
but will consolidate both this year.
On Facebook, both groups are classified as:
a Group > specifically an Organization
Currently, with 446 “members,” which continues
to grow daily.
32. AIA|DC use and successful applications of Facebook tools
For visibility and cross-marketing of programs, events
Calls for entry to competitions
Registration for classes and events
Showcasing award-winning projects in a virtual gallery
For generating dialogue between members
Introducing members to each other
‘Meeting’ new members or colleagues in other regions
Generating an informal “Job Bank”
Reaching out to younger generation constituents
Mobile communications / link to web site blogs and Twitter
33. What has Facebook done for AIA | DC?
We’ve garnered a spot on this discussion panel!
We’ve connected with constituent members that we don’t
otherwise interact with on a regular basis
We’ve spread the word on DesignDC and have elevated recognition
of AIA | DC in search results
It has made us seriously review and revise our strategic marketing
planning for 2010 and beyond!
34. How do you know if it’s right for your component?
Is your component small or large? Will you potentially grow to have
more than 5,000 Facebook fans or members?
Do you need a new way to communicate to and engage with your
constituents?
Is your web site static? Do you want to incorporate interactive
media in an easy way?
Is there someone who can dedicate the time and consistency to
update and maintain the page?
35. Facebook best practices for AIA components
Visit and join other groups to learn about the functionality and best
applications for your component
Display a clear representation of your brand / chapter
Use multiple administrators to keep information current and relevant
Link to other social media / traditional online communications via web site
feed, blogs, Twitter, etc.
Showcase upcoming events; take RSVPs and link to event sites
Post component event documentation via photos or videos
Generate discussions and forums for sharing best practices, new
information on business developments
Survey group members for suggestions, committee participation
or for leadership involvement
36. Facebook best practices for AIA components > more
Include a Facebook link to join the Group on the home page of
your web site
Link your web site blog to your Facebook page and to your
Twitter account so you’re updating in one place and aggregating
information for your members
Always include event links / links for more information and
shorten via http://bit.ly
Allow Facebook to contact you via email when a new member
joins – send a thank you and ask them to get involved
Keep up on the Facebook discussion boards and general best
practices to make the most of this social networking and
membership-building tool
38. What is it?
Microblogging site launched in 2006
Millions of users around globe
39. What is it?
Microblogging site launched in 2006
Millions of users around globe
40. It’s also…
Fast, efficient, communication
Each tweet is 140 characters – the same as a text message –
but much savvier than “mass texting”
An informational, social, and professional network
You have “followers” and can “follow” others
41. …and it offers:
Utility + social media = Long lasting web presence
“Plumbing” for the internet, “Why Twitter will endure,” NYT, 1/1/2010
http://www.nytimes.com/2010/01/03/weekinreview/
03carr.html?scp=5&sq=twitter&st=cse
Free, sophisticated marketing tool for the right user
Anyone can learn how to make the most of twitter:
twitter.com/Twitter_Tips
42. Who is using Twitter?
Politicians
Celebrities
Businesses
…and architects?
43. How does it work? The Basics:
Sign up for an account
Start sending out short messages
Invite friends through other means
Email, social media, newsletters, Twitter mentions
Start a conversation
44. How does it work? The Basics
Sign up for an account
Start send out short messages
Find people you want to follow, and hope that
people start to follow you.
46. Twitter.com/CenterForArch
Started tweeting spring 2009
Send out messages
CenterforArch tweets about events, competitions, and news
Following colleagues, components, members,
and publications
As of Jan 2010, we had 1406 followers, and were listed on 109
lists (new feature in 2009)
47. How AIANY is using Twitter. Beyond the basics:
Retweeting and Mentions
“RT” quotes someone else, “@name” is a link to account
Send messages to specific people
140 word personal messages, start tweet with “@name”
48. How AIANY is using Twitter. Beyond the basics:
Hashtags: #AIAGR-SocMedia
Instant search that links tweets into a chain/conversation
Analytics
http://bit.ly/ will shorten your web address, tracks clicks
49. Why AIANY is using Twitter:
Utility – ease of communication
Social media
Resource sharing leads to relationships, loyalty
Two-way relationship replaces standard,
one-way marketing – and it’s FREE
Expanding network, improving “member” (follower) value
50. For every component! Big –
Components – broadcast news about events
Can be delegated to communications staff
Publications
Break stories between publishing dates, generate traffic to news
site, editorialize on other publications’ news
51. – and small
Personal accounts – share expert opinions
As leaders in the field, people want to know what you’re thinking
about, reading, and designing
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53. Things to consider:
Decide which is right for you and your
component
No “right” answer for all AIA chapters, but as professionals, there
is one wrong way: too personal. Be a good representative!
Commit to consistency
Don’t overtweet or go missing for months – you want to be a
reliable source
56. Social Media Road Map
Defining Objectives
Recapping On-ramps
Measuring Success
57. Defining Objectives
Making knowledge accessible?
Increasing member engagement?
Increasing member competency?
Increasing career opportunities through networking?
Influencing member interest, action?
Other ideas?
58. Social Media Policy Issues
Transparency
Standards
Content Readiness and Review Process
Content Appropriateness (Audience Considerations)
Emphasis on Relevance, Value
Managing Feedback and Response
59. Measurement Issues
Technology
Resources – budget and capacity
Mapping to objectives
Research framing question
63. Recapping the On-ramps – Twitter
Market your Twitter stream(s)
Tweeting frequency, ownership
Use Twitter Profile
Find “Tweeple”
Download applications
Link to web content
65. Recapping the On-Ramps – Facebook
Event Awareness – date, time, locations
Interactive Experiences – Photos/Video
Links connected to member-relevant topics
Divide and conquer
Wall settings
Frequency of Status Updates
Provocative Discussion
66. Measuring Success – Monitoring Tools
Social Media Monitoring Tools
TruCast http://www.trucast.net/
Positive vs. Negative Sentiment
Number of threads discovered
Number of responses to threads
67. Measurement Current Tool Success Metric
Need
Listening/Monitoring -Social Media Monitoring Sentiment, topic mentions, post authors, post
Tools (i.e. TruCast) volume, share of voice in market (engagement)
Tracking initiatives - Analytics tagging & Traffic driven to a destination, traffic converting
MURLs (i.e. event registrations)
Publishing Amount of publishing over a set period of time;
- TweetDeck (individual) amount of content reuse (RT, YT embeds, FB
- Cotweet (group) shares); relationships developed with other
advocate publishers
Volume/Influence - Facebook Subscriber/fan/follower numbers
- Twitter YouTube: video star rating & # of comments
- YouTube YT/FB/TW: star rating, favorites, etc.
Problems, - TruPulse Case studies of issue resolution; Emergencies
Complaints - cotweet handled ; Member surveys demonstrating
- Member surveys improved satisfaction or engagement.
70. GENERAL:
Getting Started with Social Media – A Guide and Resource List
Article: http://www.technotheory.com/how-to-use-social-media-guide/
40 Key Elements to Get Started in Social Media
Article: http://www.louisgray.com/live/2009/01/40-key-elements-to-getting-started-in.html
How to Get Started With Social Networking: Picking the Right Social Network For You
Article: http://webtrends.about.com/od/socialnetworking/a/socialnetwork_h.htm
TWITTER:
How to Use Twitter (Google Video)
Twitter 101 for Business: A Special Guide
eGuide: http://business.twitter.com/twitter101
Newbies Guide to Twitter
eGuide: http://news.cnet.com/newbies-guide-to-twitter/
71. FACEBOOK:
Getting Started with Facebook for Companies and Organizations
Article: http://fastwonderblog.com/2009/04/07/getting-started-with-facebook-for-companies-and-
organizations/
32 Ways to Use Facebook for Business
Article: http://webworkerdaily.com/2009/07/21/32-ways-to-use-facebook-for-business/
Facebook for Marketing
Website: http://www.facebook.com/marketing
LINKEDIN:
100+ Smart Ways to Use LinkedIn
Website: http://www.linkedintelligence.com/smart-ways-to-use-linkedin/
GENERAL:
Book: “ANYWHERE” by Emily Nagle Green of www.yankeegroup.com
72. . . . So start engaging!
Questions?
Karin Broadhurst,
kbroadhurst@architects.org
Erin Hoffer,
erinrae.hoffer@autodesk.com
Jennifer Motruk-Loy,
jml@marketingbyjml.com
Emily Nemens,
enemens@aiany.org
Sybil Walker Barnes, sbarnes@aia.org