marketing and publicity 2.0 for architects: getting started
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STORYWISESTRATEGY & COMMUNICATIONS 2.0
RETHINK & REBUILD IN LIGHT OF THE SOCIAL WEB
PUBLICITY FOR ARCHITECTSGETTING STARTED: 2.0 STYLE
This is the presentation from my guest lecture at the Willem deKooning Academy of Art & Design, Rotterdam - with notes addedfrom the questions and comments.
Thank you to Marta Gonzlez Antn, Master Interior Architecture& Retail Design Professional Practice course leader 2012-2013,and all the participants. It was a genuine pleasure! Good luck.
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About
8th October 2012 | Willem de KooningAcademy Rotterdam for Advanced Art &
Design, Rotterdam
Professional Practice Guest Lecture MasterInterior Architecture & Retail Design: PublicityCourse
Steve Seager, Managing partner, strategy &communications 2.0 at Storywise.biz
Steve is a strategic
communications, marketing &PR 2.0 professional and owner
of Storywise.biz in Amsterdam.
Over the past 20 years Steve
has worked across industries,
Europe and the Middle East ina variety of strategic and
operational strategiccommunication roles.
Storywise advises companies
and organisations on strategyand communications for the
social web.
Marketing & publicity 2.0
style should start simple.
Content is the currency of thesocial web. Publishing content,
promoting it & connectingthrough it is the key.
Focus on the core content youalready have. Create a blog.
Publish. Share with yournetwork from there. Add a
little promotion for biggerprojects or exhibitions.
Scale out over time: you arewhat you publish!
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Archined In the past you could find 100 live jobs. Job postings today
down to 10-12. Sign o the times, Im afraid. So who does the hiring?
Business managers (or HR) are looking for clean, well
presented, intelligent solutions (ideally: from problem to added
value)
Lead architects looking mainly at quality of your solutionsBoth looking for fit with organisation first & foremost: Learn/
work opportunity? Take it!
Employers start their hunt from the inside-out These people look first within their networks. Your end goal
should be to join your network to theirs - and get your CV/
portfolio on their desk.
Got friends & colleagues?
Start with your own network. Do it now! Connect where/how you
can, get references. Build out from there.
Plus, attend the lectures that Architects & practices attend.
Remember: one smart question will get you noticed!
Introduction
Times are tough for all Architects.Where should you start? I started by
speaking with business managers,freelance architects & practiceswithin my own network. Herestheir take ...
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1. To position yourself
Let people know who you are - your particular
skills and expertise. Carve your niche.
2. Communicate your
value ...
... to the hirers practice or project: show how
you work. Show them the value you can bringto the team.
And eventually ... find the right employer.
Why publicity?
Keep it simple, sweet & to the point. These people
are looking flexible, responsive team members. Theyhave a lot of CVs and portfolios to go through. And
they have to make their decisions quickly.
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Marketing yourself can seem complicated today
So many channels, so manytools & buzzwords.
Gulp!
So where should you start?
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1. INFRASTRUCTUREStarting from your blog, add core
channels one by one
5. CONTENTPublish valuable content that
architects find valuable, share &
talk about
4. MONITORING &
MEASURINGTrack the results. Its reassuring
to see progress over time. Keeps
you sane.
2. SEARCH ENGINEOPTIMISATION
Optimise for the keywords (yourname + interior architect) that
will get you found
3. WEB 2.0 TOOLSMake it easy for people to share
your content. Like you and
follow you.
But theres only 5 building blocks
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1. Infrastructure:what channels do you need?
Keep it simple
Forget a big website. Start with a blog.Wordpress + a bit of design is
the easiest way to get started. Wordpress means you can design it yourself.
(Lots of free themes to work from - search for wordpress themes) Adding a
page = simple.
Its easy to use. After initial setup no ongoing costs. No IT support needed.
(Thats why its so much easier than a website!) Easy to post. Easy to
optimise (hence, no Flash! Use a JQuery slider/ HTML5) Easy to update.
Lots of widgets available for free.
Then add accounts - one by one, as you have time
Add a Scribd account (Scribd is to pdfs what Youtube is to Video). Convert
your ppts to pdfs. Add them there.
Create a Facebook page (You know Facebook already!) Share your stuff there.
Got video? Create a vimeo channel (much more creative/hip than Youtube)
Lots of photos? Add Flickr. Curate and share images on Pinterest!
Add a slideshare account (Slideshare is to powerpoints what Youtube is tovideo) - so add your ppts there.
Create an Architizer profile! And of course, a LinkedIn profile!
Twitter? Lots of work, little results unless youre setting up your own practice.
Think of your blog as your contenthub. Its your home - and the
central place from which to publishand publicise. Make sure you use theterm Interior Architect in all your
channel profiles
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2. Search engine optimisation (SEO)
Do two things!
I did a search for interior architect on Google.nl . This is the
results over on the right. Shanaz Razik is on the first page.
Smart. Why? Hardly anyone else has optimised!
What to do:
Add a Title Tag to your blog. Thats a bit of text that
you can write = Your name + Interior architect retail
If you do that, andpublish content regularly on your blog , youhave a good chance of getting high up too. Certainly, when
anyoone searched for your name, all your channels we just
mentioned will show.
Add a Meta description. Thats the text underneath tha
appears in Google search results. It says what you do and
persuades people to click!
All you have to do is write both of then = half hour? And givethem to your web person.
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3. 2.0 share tools: add digg digg to your blog
Its simple. Takes two minutes. Itlooks like that over on the right. It
sits under every blog post.
Dont know how? Ask a geek who does. Its a plugin and
takes about 10 minutes.
Now, when people look at your pic of your project / concept
and say: Ooh! Thats nice ... They can share it with their
networks!
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4. Get gmail. Install analytics
Again. its simple. It looks like thatover on the right.
Dont know how? Again, ask a geek who does. Its a plugin
and takes about 10 minutes. Plus it keeps you sane when you
are wondering if anyone is checking out your stuff.
Dont bother about the full analytics just focus on visits and
time on site. That way you can track progress.
Focu
sthe
re!The
more
visit
s,the
bette
r.The
more
timeon
site,t
hebette
r.
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Promote it! Build your
network.
Once you have written you blog post, you should get busy promoting it! Its
always good to start with your existing network.
Linkedin: Update your status with a link to your post. Add a snappy
description to make them click! Add a personal comment. Post your article in
a relevant Linkedin Group as a discussion. Make your headline a question.
Ask for a reaction.
Facebook: If youve created a facebook page, then also add a link to your
post there. Maybe your article is special enough to share with your friends
too?
Email: Drop your network a personal email to let them know you have
published. Dont forget to add your blog URL to your email signature!
Related blog post for more informationhttp://www.michielgaasterland.com/blogging/shameless-blog-promotion-ritual/
Publicity: Every time you publish a post ...
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... the first results they see
will be the profiles of allyour channels and the
content that you have
posted.
By following these steps you will
increase your visibility, and firmlyposition yourself as not only an
Interior Architect, but also one who
knows the importance of marketing
& publicity. Thats a great start.
Excluding the design of your blog,
you can expect to take around 40
hours to set things up. Each post you
post will take around 1 hour.
Promoting each post takes around 1hour. One post a week is a great
place to start until you get into the
swing.
Done all that? Now, when someone Googles you ...
Short of content one week? Grab an image you like -dont like. Critique it! Explain why. Now share it inyour network.
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PUBLISHMOREOFWHA
TWORKS!
3. SHARE/SYNDICATEIN YOUR SOCIAL
CHANNELS
4. BIG PROJECT?OR EXHIBITION?
PUBLICISE WITH AFREE PRESS RELEASEWHE N APPROPRIATE
6. MONITORPROGRESS INANALY TICS
1. PUBLISHOPTIMISED CONTENT
IN YOUR BLOG
2. REPURPOSE/REPUBLISH WHEN
APPROPRIA TE
5. ENGAGE VISITORSIN CONVERSATIONBACK IN THE BLOG
How it all fits together ...
YOUR
BLOG
YOUR
BLOG
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http://www.fase13.nl/
http://www.landscapeisleading.com
http://www.groupalive.com/
Examples of clean, simple, effective blogs
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THANKYOU!Go Create, Publish, Promote & Connect!