Marketing for Residential ArchitectsPresented by: Paul West Jauregui

www.myover.com

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Introductions

Paul West Jauregui Creative Director, Myover Media

A passionate online marketing strategist and designer with 10 years experience leading companies in emerging technologies and interactive media.

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

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We’ll cover:

• Introduction to Social Media• How to get started

The big threeFacebookLinkedInTwitter

• Social Media Strategy• Summary

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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

-Brian Solis

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Introduction – Traditional vs. Social Media

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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

Source: Mintel

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Introduction – Marketing Impact for Architects?

Do you rely on Word-of-Mouth?

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Introduction – Marketing Impact for Architects?

Social Media is Word-of-Mouth?

on steroids!

The Social MediaLandscape

The Social MediaLandscape

Today, we will focus on the big 3 that dominate online Professional Networks and how they impact the marketing Architecture Services

What are the top five online professional

networks that you use?Source: socialmediatoday.com (11/09)

51%

41%

92%Followed by Plaxo (13%) & Xing (7%)

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Facebook – The basics

Think of Facebook, as you in business

casual, chatting and sharing things you have in common

with others.

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Facebook – The basics

The Wall updates your

activity and can include news,

photos, videos, events, etc.

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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 FacebookSource: Facebook

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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

Source: Facebook

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Facebook – Groups vs. Fan Pages

Source: allfacebook.com (02/10)

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Facebook – Profile info can impact search

• Fill out all information

• Add captions to photos

• events need descriptions

• Use keywords in ‘info’ tab

Source: Facebook

(important because all pages can be indexed by Google, Bing, Yahoo!, etc.)

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LinkedIn – The basics

If Facebook is business casual…

LinkedIn is you in a suit, networking

professionally

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LinkedIn – What is it?

• Professional networking (rather than social)

• Business oriented

• An online resume

• Profiles are indexed by Search Engines (+SEO)

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LinkedIn – Why use it?

• 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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Twitter – The basics

If LinkedIn is professional networking…

Twitter is a quick walk and talk, with a

lot of people listening

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Twitter – What the #%^@ is Twitter?

• 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)

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Twitter – How to use Twitter

• 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

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Twitter – Industry Buzz and Value Exchange

Re-Tweets in ActionValue?

ConversationsValue?

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Twitter – Reach anyone and offer VALUE

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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?

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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

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Strategy – Improving SEO

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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

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Summary – Takeaways

• Listen first and be human• 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

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Thank you… Questions?

Paul West Jauregui - paul@myover.com

http://facebook.com/paulwesthttp://twitter.com/myoverhttp://linkedin.com/in/myoverhttp://behance.net/myover

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Thank you… Questions?

Paul West Jauregui - paul@myover.com

http://facebook.com/paulwesthttp://twitter.com/myoverhttp://linkedin.com/in/myoverhttp://behance.net/myover

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Twitter – Demographics

Source: Infographic Courtesy of Muhammad Sleem

Twitter – The basics

Source: Infographic Courtesy of Muhammad Sleem

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Introduction – Traditional vs. Social Media

• Reach• Accessibility• Usability• Recency• Permanence