SOCIAL MEDIA FOR BUSINESS
PDS168 Title: Marketing Essentials
December 10, 2009
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INTRODUCTION
Moving from Marketing 101 to
Marketing Essentials

Listened to your feedback
from this summer’s survey

The new format will be one hour
PD sessions under the track
“Marketing Essentials”


Wherever possible we’ll submit
for AIA credits
Recent staff survey on social media
There is a paradigm shift happening in business today and social
media has
become one of the key tools available to marketers
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
Recent Industry Seminars
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DISCLAIMER
The views, opinions, positions or strategies expressed by the authors
and those providing comments are theirs alone, and do not necessarily
reflect the views, opinions, positions or strategies of TLCD Architecture
or any employee thereof. TLCD makes no representations as to
accuracy, completeness, currentness, suitability, or validity of any
information on this presentation and will not be liable for any errors,
omissions, or delays in this information or any losses, injuries, or
damages arising from its display or use.
We’re just 3 people who thought you’d like to learn more about Social
Media!
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DEFINITIONS
Many ways to define Social Media…
Media formed mainly by the public as a group, in a social way, rather
than media
produced by journalists, editors and media conglomerates
 Social Media uses technology to connect people who share similar
interests,
goals, desires and needs
 Creates open dialogue between company and it’s clients, employees,
users and
customers with relevant, targeted content
 Utilizes internet-based tools to integrate technology, social interaction,
words,
pictures, video and audio
 Viral attributes of social media can exponentially promote a product or
service
and make it possible for even small companies to promote
themselves globally
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
PROS OF SOCIAL MEDIA
What are some of the pros…

Connect with your audience on a human level
Present your company as authority in field
 Improve your search engine visibility

Affordable and effective lead generator
 Automatic delivery of updated content (RSS)
 Manage public relations

External collaboration with vendors/partners or customers
 Achieve a view from the customer’s perspective

Recruiting employees
 Internal team building and knowledge management
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CONS OF SOCIAL MEDIA
A few of the cons…
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Takes time to see results
Significant investment of time, resources and focus
 Control of your brand message is compromised
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Proprietary/confidential information might be revealed
Blogs in particular rely on creating a sense of “trust” which can be
compromised if content is not continually updated
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ETIQUETTE/LEGAL
What to watch for…

You cannot take back what you said online
Always be honest and transparent
 Give credit where credit is due

Read privacy policies of social networking tools
 Always link back to companies you mention in your posts
 Be careful not to always be selling yourself

Use the same rules of etiquette you use in face-to-face relationships
 Follow strict adherence to intellectual property laws, copyright and trade
marks
 Defamation – be careful about slanderous and libelous statements

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Invasion of privacy – don’t publish information mean to stay private
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SOCIAL NETWORKING
Social networking: Traditionally social networking was the way to expand
you client base and this was done by going out to social events and
introducing yourself to “strangers”. Today’s social networking has moved
to the net where you can use sites such as Facebook or myspace to
create a profile that people can view.
Another way of looking at it is like meeting someone at the bar vs. using
eHarmony or Match.com
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FACEBOOK
Facebook
North Bay Business
Journal
“Facebook is like the bar or pub.
Casual information is exchanged to meet people.”
- Joel Robare, JR Studio
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LINKED IN
Linked In
Roman Kikta
“Linked In is like a tradeshow. Everyone’s there to make
business connections. Purely professional.”
- Joel Robare, JR Studio
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BLOGS
TLCD Today
Life at HOK
The Architect’s Take
Green Compliance Plus
“It isn’t easy being Queen.”
- Meryl Streep
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RSS
RSS (most commonly expanded as
"Really Simple Syndication") is a
family of web feed formats used to
publish frequently updated works—
such as blog entries, news
headlines, audio, and video—in a
standardized format. An RSS feed
includes full or summarized text,
plus metadata such as publishing
dates and authorship. Web feeds
benefit publishers by letting them
syndicate content automatically.
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RSS
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WIDGETS
Blog Widgets
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FLIKR
Why Use Flikr?
1. Store, organize and print
photos and slideshows
2. TLCD Account allows us
to share photos online
3. Join photo groups
4. Insert photos in blog
posts instantly
5. Be part of an online
community based on
shared interest
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FLIKR
Using Flikr with the Blog
1. Login to Flickr.
Username: tlcdarchitecture
Password: 1pinkflamingo
2. Go to the picture you want
to post to the Blog
3. Directly above the photo
hit the ‘Blog This’ button, and
viola!
4. Add your title and short
description, and post to the
blog. Ahhh, success.
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GOOGLE GROUPS
Google Groups is a service from Google that supports discussion
groups, including many Usenet newsgroups, based on common
interests. Membership in Google Groups is free of charge and many
groups are anonymous. Users can find discussion groups related to
their interests and participate in threaded conversations, either through
a web interface or by e-mail. They can also start new groups.[1] Google
Groups also includes an archive of Usenet newsgroup postings dating
back to 1981[2] and supports reading and posting to Usenet groups.[3]
Users can also set up mailing list archives for e-mail lists that are
hosted elsewhere.-Wikipedia
AIA East
Bay
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YAHOO GROUPS
Yahoo! Groups is the one of the world’s largest collections of online
discussion boards. The term Groups refers to an Internet
communication tool which is a hybrid between an electronic mailing list
and a threaded Internet forum. Group messages can be posted and
read by e-mail or on the Group homepage, like a web forum. Members
can choose whether to receive individual, daily digest or Special
Delivery e-mails, or they can choose to read Group posts on the
Group’s web site. Groups can be created with public or member-only
access. Some Groups are simply announcement bulletin boards, to
which only the Group moderators can post, while others are discussion
forums. The variations of Yahoo Groups are virtually endless.-Wikipedia
AIA SFO
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YAHOO GROUP
“Does anyone know how to be eligible to take ARE exam in California? I am
a bit confused by the ARE rules. On NCARB website, it said the candidate
can take ARE while completing IDP. According to California architecture
board, the candidate need to complete IDP and CIDP before he/she is
eligible to take ARE. Can someone verify the information? I send my
application in October but heard nothing back. I want to know what is my
next step. Thank you”
“There are many different paths to licensure in California and the path
determines when you are eligible to start IDP and to start taking the
AREs. California does allow you to take them “concurrently,” which means
that you can start taking the AREs as soon as you are eligible (5 years of
qualified work/school experience) and before you have completed IDP. I
created the attached timeline for our firm to clarify the different
requirements. I hope it helps to clear up when you can start each
phase. Good Luck! “
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TWITTER
Twitter is a free social networking and micro-blogging service that
enables its users to send and read messages known as tweets.
Tweets are text-based posts of up to 140 characters displayed on the
author's profile page and delivered to the author's subscribers who are
known as followers. Senders can restrict delivery to those in their circle
of friends or, by default, allow open access. Users can send and
receive tweets via the Twitter website. - Wikipedia
j_stich
tlcdarchitecture
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DIGG
Digg is a social news website made for people to discover and share
content from anywhere on the Internet, by submitting links and stories,
and voting and commenting on submitted links and stories. Voting
stories up and down is the site's cornerstone function, respectively
called digging and burying. Many stories get submitted every day, but
only the most Dugg stories appear on the front page. Digg's popularity
has prompted the creation of other social networking sites with story
submission and voting systems.[5] - Wikipedia
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YOUTUBE
YouTube is a video sharing website on which users can upload and
share videos.-Wikipedia
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PODCAST
A podcast is a series of digital media files (either audio or video) that
are released episodically and downloaded through web syndication.
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TLCD’S WEB PRESENCE
Exercise on Search Engine Optimization
What are some of the key words and phrases relevant to our
industry?

Google.com
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SOCIAL MEDIA STRATEGIES
Start with an analysis of the following…
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People – who are you talking to, where do they
spend their time online, what are they ready
for in terms of technology?
Objectives – generating leads, promoting
company as industry leader, to communicate with
audience on new products or services?
Strategy – understand the ramifications of changing the
relationship
you have with your clients prior to launching
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Technology – which of the social media tools, applications,
networks,
platforms will you use most effectively?
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LOOKING AHEAD
What steps could we take at TLCD…
Create a company profile on Facebook for messaging, adding project
photos,
company event photos and activities
 Sign up for a Flickr account and post photos of completed projects,
renderings,
images
 Sign up for an account on YouTube and post videos of project tours,
animations,
interviews with subject experts at firm
 Use Twitter as a PR tool to post press releases, project wins,
testimonials, etc.
 Start a LinkedIn Group to discuss and share ideas, news and chatter
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And most important… keep on blogging!
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THANKS FOR ATTENDING!
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