Michalski Studio
e-Community presence project
Soumitra Dasnurkar
Eliot Gelernter
Jack Shutzman
Maria Tapia
Michalski Studio eCommunity Presence
 Blog entry highlighting
some past projects and
furniture
 Personal facebook page
 Empty facebook page for
Michalski Studio
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The Competition
 Good visual content in some of the websites
 Firms have comparable experiences and resources
 No one has truly creative content or strategy that
Michalski Studio wants to emulate
 The industry in general has been hit hard. Internet
presence will provide a competitive advantage
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eCommunity Plan for Michalski Studio
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People: Potential clients for Michalski Studio
 Broad Range of clients
–70% spectators ; 23% inactive
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Objectives: Goals of Michalski Studio ?
 Identify larger projects - residential and commercial
 Increase Geographic Diversity – expand out West and
into other states
 Retain ability to customize communications and
provide portfolio based upon the needs of a
prospective customer.
In general, seeking to expand online presence and
grow contacts via the internet
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Strategy to engage the Groundswell
Listening
“What do people need “
Talking
“Building the Brand”
Energizing
“Spreading the word”
Supporting
“Community helps
each other”
Embracing
“Involving the masses”
 What do customers look for from an architect ?
 What are home design trends ? Are there geographic influences ?
 Which materials are hot now ? Does it vary by geography ?
 Communicate overall expertise
 Share previous projects with potential customers
 Identify specialization, approach to design to other professionals
 Provide on-line presence to off-line community of contacts
 Using technology to enable customer engagement
 Obtain insight into concerns on engaging an architect and undertaking
projects
 Incorporate customer input into the work that Michalski Studio does – more
appropriate for furniture part of the business
Great opportunity to engage the groundswell and
improve the offerings of Michalski Studio
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The Technology – Short Term project plan
 Launch facebook page for the studio with picture gallery and
testimonials
 Create LinkedIn page with a resume, recommendations
 Submit urls to Yahoo, Google, Bing and AltaVista search engines
 Increase presence on online forums and websites
– Join online communities and off-line organizations
– Use subscription services such as Google Alerts to automate on-line
research
 Continue activity on monthly basis to increase fan base and
contacts
Investment in time, not money
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Michalski Facebook Page
A new way to
communicate past
projects and reach out
to prospective clients
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Facebook Analytics and Advertising
Estimate # of people
reached - 600
Costs approx 50¢.
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Michalski Studio – Linked in
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The Technology – Long Term proposal
 Enhance main website
– More dynamic ; possibly a weekly or monthly blog about on-going
project(s)
– Links to eCommunity (fb, Twitter,LinkedIn)
– Recommendations on past work
– Feedback form for client or prospect comments, requests etc.
– Affiliations, recommendations, resume, awards and other
accolades.

Increase knowledge of other tools
– Blog on the process involved in a large scale project including
creation of time-lapse video with commentary
– Investigate 360° photography for projects
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New Technology
 360° Photography for projects
–Modern Interior Design
–Classical Interior Design
–Residential Interior
–Complex Commercial project
–Church
 Blogs and communities
– Top 100 Architecture Blogs
– Architecture Social Network
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Measuring Success
 Increase in Facebook fans – goal of 5 fans a month
 Increase connections on Linked in – goal of 5
connections a month
 Evaluate quality of fans and connections and growth in
network
 Calculate value of new business obtained online and
compare to cost of maintaining an on-line presence
 Review new tools regularly – Listen for new trends
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BACKUP
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Jeff Etelamaki Design Studio
 Company website
 Adjunct professor at CUNY
school of Architecture
 Editor of book on
Architecture
 Online Recommedations
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Dennis Wedlick,Architect LLC
 Well established business
 Beautiful website with great
examples of work
 Author of design books and
articles
 Low social networking
presence- not marketing
business
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Wenger Kois Architecture & Design
 Husband and wife
partnership
 Specialize in architecture
and design
 Personal facebook page
and no other presence
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