Efficient social media for the A/E/C industry

March 21, 2012

What’s the business case?

This is a bread crumb title

Goal: Raise the visibility of TWTCPA and attract new fans and visitors through engagement applications and interesting, sharable content.

Objective: Provide users with engaging experiences that encourage them to share content, bring new visitors to the page and increase interaction on wall posts (‘comments’ and ‘likes’) to optimize news feed visibility.

Goals and objectives will drive your strategy

Strategy is based solely on goals

Clearly define how your business goals are to be achieved through your social media marketing

The goal is where we want to be. Objectives are how we are going to get there.

What’s your goal?

Goal Objective

Goals • Thought leadership

• Reaching the C-Suite

• Brand awareness

Objectives

• 25% growth in LinkedIn network in six months

• Two RFPs from social media connections next quarter

• 30% growth in Facebook fans or Twitter followers in 4 months

Proper channels

THOUGHT LEADERSHIP

BRANDING/OUTREACH

Conversations and Dialogue

• Ask questions• “What are your top concerns about…?”• “What should we do about…””• What will happen when/if…?”

• Provide useful information and content• Live chats, expert interviews, access to documents, exclusives

• Make it personal

• Complain

• “LIKE this if….”

Conversations and Dialogue

• Stroke a few egos• “Loved your comment…”• “What a great question.”• “Your ideas are always relevant and timely.”

• Showcase and acknowledge good work• Share across all social channels

• Ask for Help

• Repurpose and remix• Social media is in real time – so your content is always new to

someone. • Know your strengths• Make an inch go a mile

Efficiency tools• HootSuite • TweetDeck

• Argyle Social• Sysomos Heartbeat• Radian 6

Team work,

with ownership

Thank YouHannah Harrill

Account Executive, Social Media

hharrill@capstrat.com

@hannahharrill