Architects are a B2B community. We worked out a presentation on what they should do.

1. Digital Marketing
for
Gian P Mathur
Presented by:
Ram N Kumar
@ramnkumar
+91 9873916683

2. The Social Media Revolution

3. 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
we communicate
In the last 12 months, Social
•
how
•
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.”

4. Leading Social Networks
B to B for Marketing (August 2012 study):
86% of marketers now using social media – up from 20% in
2009. A 230% increase!
Facebook
1060 million registered users. Most used social media site.
High use (60%) among business to business marketers.
Median age 33, up from median age of 27
Twitter—
12 million registered users
In August, 125 million unique visitors --up from two million
a year ago.
LinkedIn --
Largest network of business professionals.

5. What is Social Media
Social Media Marketing is the
integrated use of different social
media channels/networks to:
Marketing?
•
– 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
–
–
–

6. h
r
ls for
Why Social Media?
• Serves as powerful driver
for Web site traffic,
e-newsletters, blogs,
articles & trade
shows/events
Builds organic searc
engine traffic for
you business
Offers cross-channe
marketing
products/services
•
•

7. 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

8. It Still Starts With Web Site
• 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?
–
–

9. Six Steps for GPM
Successful Social Media
1. Plan
Our Goal
Program
–
–
–
–
Drive Brand loyalty with our exclusive
content
Increase Web Traffic Build Customer Loyalty
Expand Brand Awareness
• Plan to achieve those goals e.g:
–
–
–
–
Vertical markets to target
Social networks – blogging, facebook,
twitter, pinterest, Linkedin and YouTube
Ongoing communications plan to implement
Goal-specificpromotions
•

10. Six Steps for
Successful Social Media
Leverage all Social Networks that
Make Sense
Program
2.
– 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

11. Six Steps for
Successful Social Media
Start a Blog
Program
3.
– 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

12. Six Steps for
Successful Social Media
Advertise your Social Networks
Program
4.
–
–
Full company buy-in and support is crucial
Advertise Social Networks at every available
touch point
•
•
•
•
•
•
•
Web Site
Company Email Signatures
Press Releases
E-Newsletters
Business Cards, Letterhead
Brochures
Print Advertising materials

13. Six Steps for
Successful Social Media
Think Promotion
Program
5.
– Today’s consumers:
• Like to engage in two-way interaction with
businesses
Like to be rewarded for their participation•
– Use promotions to build GPM social
networks AND to leverage
customers’/prospects’ social networks to
drive new leads to your Web site
• Social Networks Building Promotion – Gift a pen
campaign
13

14. 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
14
Daily conversation recommended•

15. Architecture Firms
Using 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 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/)
–
–
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• Companies on Facebook
–
–
–
–
COOP15 Architecture
PB Elemental Architecture
Architecture & Design Museum, Los Angeles
HolzmanMoss
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16. Architecture Firms
Using 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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17. 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
–
–
–
–
17

18. Social Media Questions
Controlling Messaging/Corporate
Brand/Identity via Social Media
Marketing
•
– By actively engaging customers through
social media and being responsive, we can
quickly address concerns raised and turn
negative into positive
• Reliance example
– Interacting with customers through social
networks provides valuable feedback you
need to improve where necessary
• Gives customers the voice they want
18

19. 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
–
Become vital communications source and
leading voice in your industry
–
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20. Social Media
Metrics for Measuring Impact
and Effectiveness of Social
Media Campaigns
Questions
•
– Depends on specific goals set at
beginning of social media
campaign
• Driving no of likes
• Increasing your Klout Score
• Suggest a direct engagement promotion
through social media
• Increase Customer Loyalty
• Build/ExpandBrand Awareness?
20

21. Digital PR
• Use Press Release Distribution
Services that focus on Social Media
Optimization
– Optimize your press
release for social media
•
•
•
•
•
•
Hyperlinks
Keyword Tags
Twitter
RSS Feeds
Video Embedding
Web Site URL
• Cross-Promote Social Media sites
–
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On Web site & e-newsletters
Through email signatures
Through social media posts
23

22. Social Media
Social media Targets:
• Minimum increment of 1000 likes per month on facebook.
• Minimum thrice in a week update on various social media handles
• An average of 200 people talking about our page
• In a years time our follower based should be over 20000
Scope of Work
• Online media research
• Creating a best suitable social media story to drive traffic
• Launching new campaigns online
• Posting contents, managing content
• Driving indexing, back links of website
• Driving likes and membership on online forums (with Ad/without Ad)
• Social media PR (Approval required for paid services)

23. Deliverables: SEO
We will undertake the following activities under the Search engine
optimization process:
• Content optimization
• Enhance the keyword density on the pages that need it.
• Page and link renaming
• By renaming the pages and the links within your website using your target keywords
we can increase the keyword density of your site allowing the search engine spiders
to rank your pages a lot higher.
• Site-map update / creation
• Site maps act as the roadmap of your website for search engine crawlers. The more
of your website a search engine can see the better change you have of ranking
higher in a search result for a certain topic. A full text based site map is crucial in
making the site search engine friendly.
• News Section update / Creation of RSS Feeds / Feed Validation
• RSS (Really Simple Syndication) is a family of Web feed formats used to publish
frequently updated content such as blog entries, news headlines or podcasts. An
RSS document (which is called a "feed" or "web feed" or "channel") contains either a
summary of content from an associated web site or the full text.

24. Check List of activities
1. Keyword list finalization
2. Key Phrases list finalization
3. Update Meta Tags
4. Update Alt Tags
5. Update Robots
6. Update XML
7. RSS Feed Creation
8. Update Google Site Map
9. Update Yahoo Site Map
10. Inbound Linking
11. Check Broken Links
12. Page Rank
13. Actual Link in Google
14. Actual Link in Yahoo
15. Back Link
16. Cached Date By Google
17. Cached Date By Yahoo
18. Search Engine Submission
19. Directory Submission
20. Blogs Submission
21. Article Submission
22. Link Exchange
23. News Section
24. favicon.ico
We will submit individual pages of your site independently, a practice
known as deep submission to all major search engines including
those which are country and industry-specific to help you get the best
rankings possible in the best and most popular search engines.
• Deep Submissions to top Search Engines: Teoma, Alta Vista, Ask Jeeves,
All the Web, Excite, HotBot, Fast, Google, Info seek, Jayde Online
Directory, Lycos, MSN, WebCrawler, AOL, ODP and Yahoo (optimised
pages)
• Manual Submissions to Regional Search Engines and Directories (home
page to 5 engines and directories)
• Manual Submissions to Industry-Specific Search Engines and Directories
(Paid submissions on Yahoo (home page + the charges)
• Submission report - The website is submitted in relevant category and
directory having good PageRank.

25. Project Success Measurement Criteria
Here are some criteria which will be part of our report
1.An overview of work performed
2.Target audience research report
3.Keyword research findings
4.Competitive analysis
5. Keyword rank reports
6.Search engine traffic
7.A snapshot of your performance during that time period
8.A comparative snapshot of your performance from that time period to the
previous time period
9.Page Rank details (exact details improvement/no improvement)
10.A longer term performance update (yearly)
11.Specific areas of improvement
12.Specific needs still to be addressed
13.How their work relates to the performance over that time period

26. Social Media Marketing
Presented by:
Digitallies Strategies
www.digitallies.in
www.theideaworks.in