LinkedIn company page optimisation for AEC businesses

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    27-Jan-2015

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8 components to optimise for perfect architecture, engineering and design LinkedIn company pages

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  • 1. CONNECTING THE DOTS Jamie Millar Corporate Communications Manager Total Synergy DIGITAL MARKETING: SOCIAL MEDIA FOR AEC BUSINESS WORKSHOP

2. A FEW COMPONENTS OF DIGITAL MARKETING 3. SOCIAL MEDIA IS SIMPLY ONE COMPONENT OF A BROADER DIGITAL MARKETING STRATEGY 4. THE SCALE OF SOCIAL MEDIA 5. "The Conversation Prism is a visual map of the social media landscape. Developed in 2008 by Brian Solis, its an ongoing study in digital ethnography that tracks dominant and promising social networks and organises them by how theyre used in everyday life. https://conversationprism.com 6. QUALITY, NOT QUANTITY From numbers of followers and social channels to volume of content, quality is recognised, consumed and shared quality brings people back for more. 7. DONT MAKE NOISE Identify the key social channels your audience uses and focus on being great at those. Quality content in the right place beats noise everywhere. 8. WHY BOTHER WITH SOCIAL MEDIA? 9. Social media is about engagement, which means conversation, discussion, being part of a bigger ideal than simply selling your stuff or repetitively broadcasting scheduled messages. 10. HAVE A POINT OF VIEW CREATE CONVERSATION JOIN CONVERSATION 11. Engagement Trust Referrals Audience targeting B2B, B2C, C2C Thought leadership Lead generation Domain authority Transparency Approachableness Brand awareness Expression of values Loyalty (external and internal) SOME REASONS TO BE IN THE CONVERSATION 12. SOCIAL MEDIA AND CONTENT MARKETING 13. Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience with the objective of driving profitable customer action. Content Marketing Institute 14. Australian B2B marketers use an average of 13 content marketing tactics social media is joint first on 84%. 15. SOCIAL MEDIA IS A KEY DISTRIBUTION CHANNEL FOR CONTENT 16. Australian B2B marketers cite LinkedIn as the social media platform they use most often to distribute content. 17. It's not unusual for designers and creators to have strong opinions, impressions and influences... In other words, a point of view. This can be used to create original content to feed the social channels. 18. GROW BIGGER EARS (OR, LEARN TO LISTEN) 19. Lots of people will sell you ways to speak... Me? Im passionate about listening as much as I am speaking. You know: two ears, one mouth, that stuff. Chris Brogan (Social media strategist and speaker) 20. THE BIGGEST OPPORTUNITY SOCIAL MEDIA OFFERS BUSINESSES IS LISTENING 21. An interested person is an interesting person Old wives tale Same goes for brands take an interest in your customers stories 22. #AEC A SOCIAL INDUSTRY? 23. This graph shows the percentage of Total Synergy clients on various social media (2013). The second figure is the percentage of activity by those with a presence on social media (activity is defined as posting content upwards of twice per month). Total Synergys clients can be viewed as a typical representation of architectural and engineering businesses in the Australia/New Zealand region. TOTAL SYNERGY CLIENTS ON SOCIAL MEDIA 24. ARCHITECTURE, CONSTRUCTION AND DESIGN INDUSTRIES ON SOCIAL MEDIA 2013 Infolink.com.au social media survey One third of businesses in the building, construction, architecture and design industries are still not on social media. 36% of businesses are unsure how to use social media to engage their market. Two thirds say more social media training would help. Survey sample: 1291 Australian businesses in building, construction, architecture and design industries. http://www.architectureanddesign.co m.au/news/building-construction- architecture-and-design-busi Companies that have a page on one of these social media 25. CONNECTING THE DOTS ENGAGE WITH TOTAL SYNERGY /company/totalsynergy @totalsynergy syn.gy/TSgoogle /totalsynergy @totalsynergy #SynergyAEC #moretimefordesign