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Building a Solid Social Media Strategy
ͻ Caroline Devereaux, AIABaltimore
ͻ Katie Hitt, Assoc. AIA, AIA Dallas
ͻ Sybil Walker Barnes, AIA National
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Why create a social media strategy?
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Without clear direction, social media can pull you in many different
directions.
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Clear goals and objectives can help your chapter avoid
• Wasted time• Wasted effort
• Social media fatigue• Missed opportunities
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How do we decide what channels to use, or
what people to engage, and
what conversations to join?
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social media strategy
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Like all conversations, the key to effective social media use begins and ends with
listening.
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From . . .
To . . .
Back to . . .
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Listen to yourself
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What channels do you currently use?
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What tone do these channels convey?
Who is your intended target audience?
Do these channels reach your targeted audience?
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More important,
Where do these channels fall short?
Are there people you should be targeting but aren’t?
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Who are you trying to reach?
Social Technographics Ladder,TM
Forrester Research Group, 2009
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Asking questions • Reminds you who you are and who you want to be
• Shows how social media can complement your overall mission
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Start listening to
•Mentions of your chapter name•Popular architectural sites •Blog comments•Other AIA chapters •Affiliate groups
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Free Listening Tools
Google AlertsPipesSocial MentionTwilertHootsuite
Paid Listening Tools
Radian6ScoutLabs (Lithium)Sprout SocialuberVUHootsuite
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You’ll discover
•Better understanding of your chapter’s online presence•Online communities to join•Targeted members to engage•Values you should promote•Attitudes you should change
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Question 1:
What do you want to achieve?
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Do you want to
•Build better relationships?•Raise awareness?•Increase website traffic?•Increase membership?
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Not•“Because every AIA chapter is”•“We need a Facebook page”•“It’s cheap”
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Can you distill your social media down to
one sentence?
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“Putting people before products.”
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“Humanize the Ford brand and put consumers in touch with Ford employees.”
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“Instill trust in the brand and highlight that the people behind the brand are parents too.”
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“To make people happy.”
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“Enhancing its service to members and heightening its visibility and
impact in the region.”
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“Connecting member and industry voices to inform, engage, and
influence.”
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“Engage with our members and create real relationships in
a virtual world.”
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That’s your message.
Have all your social media reflect it.
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Question 2:What will success look like?
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What can be measured?
Blog postsReader commentsTwitter mentionsTwitter followersRetweetsFacebook friendsFacebook likes
LinksInbound trafficClickthroughsVideo viewsApp downloadsSearch resultsRSS subscriptions
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Who’s Talking About It?
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User Demographics
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Question 3:Who will be responsible for
reaching your goals?
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Social media will never be a real part of your organization until it’s included in job descriptions and expectations.
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Ooops happen . . .
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Question 4:What’s in it for your members?
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Provide your members with
•Insight•Sneak peeks•Discounts•Support•A good laugh
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Question 5:Where do you go from here?
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Key Principles
•Be transparent•Be conversational•Build trust•Don’t ignore negativity
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Questions for the presenters?
Caroline Devereaux [email protected] | 410.625.2585
Katie Hitt, Assoc. AIA [email protected] | 214.880.1506
Sybil Walker Barnes [email protected] | 202.626.7331