get ready, set, engage! using social media to connect with your members

Get Ready, Set, EngageUsing Social Media to Connect with Your Members

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#AIAGR-SocMedia

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What Is Social Media?

Presenter: Sybil Walker BarnesAIA National

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

Put another way, it’s the millions of conversations taking place online every day, all day.

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

What sites comprise social media?

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)

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

LinkedIn Case StudyBoston Society of Architects

Presenter: Karin Broadhurst

What is it? Professional networking (rather than social)

Business oriented

An online resume

Why use it? Create a contact network (yours plus access to your contacts’ contacts)

Find jobs, people, and business opportunities

Cultivate a talent pool

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

Groups: Things to Consider Who can join? (members? industry folks? everyone?)

Monitoring posts

Who manages it? (staff? volunteer members?)

Facebook Case StudyAIA | DC

Presenter: Jennifer Motruk-Loy

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...

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.

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.

Group: Organization

Members

Info

Discussions

Photos

Events

Video

Admins

Officers

Members (profiles)

Events

Settings

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

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!

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?

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

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

Twitter Case StudyAIA New York Chapter

Presenter: Emily Nemens

What is it?

Microblogging site launched in 2006

Millions of users around globe

What is it?

Microblogging site launched in 2006

Millions of users around globe

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

…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

Who is using Twitter?

Politicians

Celebrities

Businesses

…and architects?

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

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.

Sample Tweet

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)

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”

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

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

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

– and small

Personal accounts – share expert opinions As leaders in the field, people want to know what you’re thinking about, reading, and designing

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

Good luck tweeting!

Roadmap for Your Component

Presenter: Erin Hoffer, AIA, LEED AP

Social Media Road Map

Defining Objectives Recapping On-ramps Measuring Success

Defining Objectives Making knowledge accessible? Increasing member engagement? Increasing member competency? Increasing career opportunities through networking? Influencing member interest, action? Other ideas?

Social Media Policy Issues

Transparency Standards Content Readiness and Review Process Content Appropriateness (Audience Considerations) Emphasis on Relevance, Value Managing Feedback and Response

Measurement Issues

Technology Resources – budget and capacity Mapping to objectives Research framing question

Event Registrants Driven by Content? Event Attendees Driven by Content Outbound Communications? Customer Engagement? Attachment? Click Through? Retweets?

Measuring Success - Twitter

How many members? Discussion activity? Discussion reposts? Interconnections Networking?

Measuring Success - LinkedIn

Attachment? Departures? Contributions,

Comments? Event Registrants

Driven by Content? Event Attendees

Driven by Content? Click Through?

Measuring Success - Facebook

Recapping the On-ramps – Twitter

Market your Twitter stream(s) Tweeting frequency, ownership Use Twitter Profile Find “Tweeple” Download applications Link to web content

Recapping the On-Ramps – LinkedIn

Engagement Standards, Rules Awareness Linkages

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

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

Measurement Need Current Tool Success Metric

Listening/Monitoring -Social Media Monitoring Tools (i.e. TruCast)

Sentiment, topic mentions, post authors, post volume, share of voice in market (engagement)

Tracking initiatives - Analytics tagging & MURLs

Traffic driven to a destination, traffic converting (i.e. event registrations)

Publishing- TweetDeck (individual)- Cotweet (group)

Amount of publishing over a set period of time; amount of content reuse (RT, YT embeds, FB shares); relationships developed with other advocate publishers

Volume/Influence - Facebook - Twitter- YouTube

Subscriber/fan/follower numbers YouTube: video star rating & # of commentsYT/FB/TW: star rating, favorites, etc.

Problems, Complaints

- TruPulse - cotweet - Member surveys

Case studies of issue resolution; Emergencies handled ; Member surveys demonstrating improved satisfaction or engagement.

Social Media Alternatives ex: Retrofit Game

ex: YouTube

ex: AU

Thinking about the Future

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/

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

. . . 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