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Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National

Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National. Warm up. The Warm-Up. Introduction. What will I find here? Social media best practices 9 steps to a successful social media presence A tool-by-tool tutorial for select sites. pwin.

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Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National

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  1. Components’ Social Media Playbook Coach: Sybil Walker Barnes Director, Social Media AIA National

  2. Warm up The Warm-Up

  3. Introduction What will I find here? • Social media best practices • 9 steps to a successful social media presence • A tool-by-tool tutorial for select sites

  4. pwin Training to Win

  5. Step 1: Get social media savvy Personal Social Media Use • Explore the tools you’d like to adopt by using them in your personal life first • Follow AIA National’s personal social media guidelines

  6. Step 1: Get social media savvy Do I mix my personal and professional online presence? • If you choose to talk about work, always disclose your position within your component.

  7. Step 2: Become familiar with AIA National’s Social Media Program Our Philosophy Use social media tools to achieve our strategic goals― • Increase member value • Serve as the credible voice • Be the authoritative source ― through online conversations and engagement of members.

  8. Step 2: Become familiar with AIA National’s Social Media Program Goals of AIA Social Media Program: • Advance online conversations about the architecture profession • Engage online with AIA members • Monitor online conversations about the profession and the AIA

  9. Step 3: Listen Listening Is Key AIA members and nonmembers talk about the AIA an average of 200 times per day . . . and we listen to every conversation.

  10. Step 3: Listen . . . and we respond by • answering inquiries • thanking our fans, followers, and friends • encouraging our online influencers and those supportive of our initiatives

  11. Step 3: Listen Find out what people are saying about your component. • Read “How to Monitor Online Conversations” • Create your own monitoring dashboard • Set up a Google Alert for your component name

  12. Step 4: Learn from Existing Components Learning from Others The social media tools you choose to use for your component should work together with your overall goals . . . and they should work well together to accomplish your online goals.

  13. Step 4: Learn from Existing Components Begin by reviewing other components’ blogs: • Blog Central, AIA New York component • Threshold, AIA Minnesota • AIA Central Valley • AIA Arizona • Bay Area Young Architects

  14. Step 4: Learn from Existing Components Follow other components on Twitter: • AIA Florida Southwest • AIA Los Angeles • AIA San Francisco • Boston Society of Architects/AIA • AIA Honolulu

  15. Step 4: Learn from Existing Components Join other components’ LinkedIn groups: • Boston Society of Architects/AIA • AIA | DC • AIA San Francisco • AIA Georgia • AIA Seattle

  16. strategy Developing a Game-Winning Strategy

  17. Step 5: Evaluate Your Organizational Goals Planning • What is your component’s strategic plan? • What are your component’s PR goals?

  18. Step 6: Create Your Social Media Strategy Adopt a Social Media Philosophy You’re encouraged to follow AIA National’s philosophy • Develop an elevator speech to quickly and easily explain what you’re up to online

  19. Step 6: Create Your Social Media Strategy Set Your Social Media Goals • What do you hope to achieve? • Do your goals make sense within the overall organizational goals?

  20. Step 6: Create Your Social Media Strategy Create Your Social Media Strategy • How will your social media use complement your organizational strategy? • What types of content will you provide? • What types of content will you solicit from your community or members?

  21. Step 6: Create Your Social Media Strategy Create Tactics • What steps will you take to execute the strategy? • Who will be responsible for executing the strategy? • Do you have the resources required to execute the strategy?

  22. Step 6: Create Your Social Media Strategy • What tools will you use? • How will you develop content? • How often will you post updates? • What steps will you take to reach your desired outcome?

  23. I The Arenas

  24. Step 7: Choose Your Tools Key Platforms for Putting Your Brand into Play • You don’t have to use all these tools or tips • Take baby steps and figure out what works for you • Don’t be afraid to try or to fail

  25. Step 7: Choose Your Tools Tool: Blog • Decide if you have the capacity to regularly update a blog • Choose a handful of staff or members who are eager to share their perspective

  26. Step 7: Choose Your Tools Tool: Blog • Be creative • Invite your readers to get involved (end with an open-ended question) • Tell important stories • Share your process • Share your successes and challenges

  27. Step 7: Choose Your Tools Tool: Blog • Write short, action-oriented posts • Link to interesting local news • Be a subject matter expert • Be conversational (write like you’d talk to your friend)

  28. Step 7: Choose Your Tools Tool: Blog Resources for writing an effective blog: • Debbie Weil’s Top 7 Tips to Write an Effective Blog • Sue Waters’s 5 Tips for Writing Better Blog Posts • Chris Brogan’s Blog Tips

  29. Step 7: Choose Your Tools Tool: Blog Worried about negative comments? Don’t be! People are much more interested in helping than you’d imagine Still worried?

  30. Step 7: Choose Your Tools Tool: Blog . . . Then consider moderating your comments. Use our sample comment policy: We encourage you to participate in this blog via comments. All viewpoints are welcome but please be constructive. We reserve the right to make editorial decisions regarding submitted comments, including removal of comments. The comments are moderated so you may have to be patient to see your comment. We review and post them as promptly as possible.

  31. Step 7: Choose Your Tools . . . and/or add a disclaimer. Feel free to use our approved disclaimer as your own. All information provided on this site is for informational purposes only. The American Institute of Architects makes no representations as to accuracy, completeness, timeliness, suitability, or validity of any information on this site 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. All information is provided on an as-is basis.

  32. Step 7: Choose Your Tools Tool: Blog Responding to Comments • Determine whether you should respond • Disclose who you are and your relationship to your component Need help? Review AIA National’s strategy for responding

  33. Step 7: Choose Your Tools Tool: LinkedIn What is it? • Professional networking (rather than social) site • Business oriented • An online resume

  34. Step 7: Choose Your Tools Tool: LinkedIn Before starting your component’s presence on LinkedIn, it’s a good idea to • Create a personal LinkedIn profile • Discover how LinkedIn works • Learn the culture of LinkedIn Need help? How to set up a LinkedIn profile

  35. Step 7: Choose Your Tools Tool: LinkedIn We recommend these actions because it’s important to understand the LinkedIn platform before you can figure out how your component can have an effective presence.

  36. Step 7: Choose Your Tools Tool: LinkedIn More than 70 million people use LinkedIn, making it a prime platform to help your component engage with its members. • Post news and discussion questions • Send group messages • Share files

  37. Step 7: Choose Your Tools AIA National’s LinkedIn group page:

  38. Step 7: Choose Your Tools Tool: LinkedIn Are you ready for a LinkedIn Group: • Are your members using LinkedIn? • Do you have a clear goal for the group? • Who will you let join your group (members, industry, everyone)?

  39. Step 7: Choose Your Tools Tool: LinkedIn • Do you have time to facilitate/start a discussion? • Will you monitor posts? • Who will manage the group? • What criteria will you use to create subgroups?

  40. Step 7: Choose Your Tools If you can’t answer all the previous questions, • Join and participate in the AIA National LinkedIn group • Encourage your members to do the same • Add a link to the AIA National LinkedIn group to your web site

  41. Step 7: Choose Your Tools Tool: LinkedIn If you can answer all the previous questions, please adhere to the following specs: • Your group name should clearly reflect your component name • Your group image may be whatever your component chooses, with the exception of the AIA National logo • Send the link to your group to AIA National so we can promote it

  42. Step 7: Choose Your Tools Tool: LinkedIn What if a member posts a negative comment? It’s bound to happen sometime. • Have someone dedicated to checking comments daily • Use the negative comment as an opportunity to engage (not criticize) the member; you both might learn something Need help? See how AIA National chooses to respond

  43. Step 7: Choose Your Tools Tool: Facebook What is it? • Socialnetworking site that can be used professionally • Users “like” your page to conveniently receive updates in their personal news feed • Enables you to post events, links, videos, and photos • Offers interactive applications

  44. Step 7: Choose Your Tools Tool: Facebook Before starting your component’s presence on Facebook, it’s a good idea to • Create a personal Facebook profile • Discover how Facebook works • Learn the culture of Facebook Need help? See How to Sign Up for Your Facebook Account

  45. Step 7: Choose Your Tools Tool: Facebook We recommend these actions because it’s important to understand the Facebook platform before you can figure out how your component can have an effective presence.

  46. Step 7: Choose Your Tools Tool: Facebook 500 million+ users are on Facebook, making it an ideal platform to help your component • Gain visibility and cross-promote your events and programs • Generate dialogue with and between your members

  47. Step 7: Choose Your Tools Tool: Facebook A Facebook page for your component can be similar to your personal profile: • You can make friends • You an update your status • You can upload videos, photos, and articles • You can create events

  48. Step 7: Choose Your Tools AIA National’s Facebook page

  49. Step 7: Choose Your Tools Tool: Facebook Are you ready for a Facebook page: • Are your members on Facebook already? • Do you have a clear goal for the page? • Do you have time to update your page with valuable content? • Do you have the capacity or desire to interact daily with your fans?

  50. Step 7: Choose Your Tools Tool: Facebook If you can’t answer all the previous questions, • Like and participate on the AIA National Facebook page • Encourage your members to do the same • Add a link to the AIA National Facebook page to your web site

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