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SOCIAL MEDIA STRATEGIES
FOR LANDSCAPE ARCHITECTS
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida

Presented by :

           Jason A. Castillo, PLA
           ELM



                                                                                                        in
           @ja_castillo


           Boyd Coleman, RLA
           Coleman Design Group
           @CDGLA
                                         G+
           Brian Phelps, RLA
           Hawkins Partners
           @brian_phelps
                                          Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
LEARNING OBJECTIVES

          •        Identify the basic tools of social media
                   and how to use them.

          •        Understand the proper use of social media
                   tools for maximum effect.

          •        Recognize pitfalls to avoid when
                   using social media.


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT IS
     SOCIAL MEDIA?


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
MORE IMPORTANTLY…
 WHAT IS IT NOT?

          WHAT YOU HAD FOR
          BREAKFAST (well, maybe)
          LOLcats
          FLOGGING


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
PEOPLE
                                               Friends/Family
                                               Clients
                                               Leaders
  WHAT IS                                      Landscape
  SOCIAL MEDIA?                                Architects
                                               Allied
                                               Professionals




                         NETWORKING/                                            CONTENT
                         COMMUNICATION                                          MEDIA
                         Social Networks                                        Blogs
                         Blogs                                                  Your website
                         Discussion Forums                                      Website/News
                                                                                Imagery




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                       Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHO IS USING
                                                               41%
                                                            Adults in The US
                                                             (129 Million)
  SOCIAL MEDIA?




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHO IS USING
                                                               98%Adults 18-24
                                                                   In The US
  SOCIAL MEDIA?




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
900 MILLION
  WHO IS USING
  SOCIAL MEDIA?

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
150M                   in              250M                                              900M




              + 125M
             G                             WHO IS USING
                                           SOCIAL MEDIA?

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                      Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHO ARE THEY?



          THOSE THAT         USE
                             DEVELOP
                             BUILD
                             FINANCE                                      OUR WORK




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
84% Find/Maintain Friends

 64% Consumer Feedback

 63% Entertainment

 59% Learn About Products

 34% Follow Celebrities


 WHY DO PEOPLE
 USE SOCIAL MEDIA ?

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
HOW DO PEOPLE
 USE SOCIAL MEDIA ?
                                                                               37%
                                                                           Access via
                                                                            Mobile



                                         97%
                                          Access via
                                         Their Desktop




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                       Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT ABOUT
 LANDSCAPE ARCHITECTS...




                                            69%
                                         Landscape Architects
                                         Use Social Media in
                                            Their Practice




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                       Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHY DO LAs USE
 SOCIAL MEDIA ?

 85% Marketing

 77% Interact w Other LAs

 67% Design Inspiration

 48% Gather Information

 42% Interaction w Clients



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
HOW LONG HAVE LAs BEEN USING
 SOCIAL MEDIA ?



                                              64%
                                             Landscape
                                         Architects Using SM
                                          Have been using
                                             it for 1 Year
                                               or More




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
HOW MUCH TIME DO LAs INVEST IN
 SOCIAL MEDIA ?




                                             41%
                                           1 TO 3 HOURS
                                              PER WEEK




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHERE DO LAs INVEST
 THEIR TIME ?

                                    33%                                      DAILY USE


                                                                         12%
                 44%                                                      G+



                                         31%                                         11%
                                          in
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHY DON’T LAs USE
 SOCIAL MEDIA ?
                                                                      22%
                                                                  Don’t
                                                                Know How


                         52%Only For
                         My Personal Life
                                                                      17%
                                                                  Don’t
                                                                 Have Time



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHY USE SOCIAL MEDIA
 WITHIN YOUR PRACTICE ?




          RELATIONSHIPS
           + REPUTATION

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHY USE SOCIAL MEDIA
 WITHIN YOUR PRACTICE ?


                         INFORMATION
                         FEEDBACK
                         INFLUENCE
                         EXPAND
                         COLLABORATE
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
SOCIAL MEDIA &
 YOUR PRACTICE

          NETWORKING
          CLIENT RELATIONS
          PRODUCTION




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
SOCIAL MEDIA &
 YOUR PRACTICE



                                             48%
                                             Have Used
                                           Social Media For
                                             Public Input




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




 ASLA 2011 Annual Meeting and EXPO
                                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
SOCIAL MEDIA &
 YOUR PRACTICE

          NETWORKING
          CLIENT RELATIONS
          PRODUCTION
          BUSINESS INTELLIGENCE
          MARKETING
          RECRUITMENT
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
TOOLS WORKING
 TOGETHER




                               CONTENT




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
TOOLS WORKING
 TOGETHER

                                         WEBSITE



                                BLOG(S)                    PHOTOS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
TOOLS WORKING
 TOGETHER




                                         WS

                         in          BLG       PH



                                           +
                                         G
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                       Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
TOOLS WORKING
 TOGETHER




                 SEO
                 search engine           VS
                                                                   SEM
                                                                   search engine
                 optimization                                        marketing




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
BLOGS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
BLOGS




                                         46%
                                      Respondents
                                     Reported Their
                                    Office Had a Blog




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
BLOGS
                                                                                       27%
                                                                                     Updated
                                                                                     Monthly


                                 31%
                                Updated Their
                                 Blog Weekly
                                                                                           23%
                                                                                     When They
                                                                                      Got to It



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
BLOGS

 65% Original Ideas

 62% Information About Firm

 62% Project Profiles

 50% Opinion of News

 42% Event Coverage

 35% Industry News


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
FACEBOOK



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
LARGE AUDIENCE
                           POPULAR
                           MOBILE
     PROS                  LOCATION BASED
                           EASE OF USE
                           COMPREHENSIVE
                           DISCUSSIONS

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
LARGE AUDIENCE
                           LESS OPEN
                           LESS FLEXIBLE
   CONS                    HOMOGENEOUS
                           MONITORING
                           SYMMETRICAL


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
TWITTER



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
@ .@      vs


     REPLIES




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
RT vs MT

     RETWEETING




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
#landarch
                                 #landscapearchitecture
                                 #cities
                                 #urbanism
     HASH TAGS
                                  #green
                                  #bike
                                  #architecture
                                  #infrastructure
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
#
     HASH TAGS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
140 CHARACTERS
                           SIMPLICITY
                           FLEXIBLE
     PROS                  ASYMMETRICAL
                           LOCATION BASED
                           APPS
                           MONITORING

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
140 CHARACTERS
                           SHORT SHELF LIFE
                           INVESTMENT
   CONS                    LINGUISTICS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
LINKEDIN



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           AUDIENCE
                           FOCUS
                           GROUPS
    PROS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           AUDIENCE
                           FOCUS
                           GROUPS
    PROS                   ANSWERS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           AUDIENCE
                           FOCUS
                           GROUPS
    PROS                   ANSWERS
                           COMPANY PAGES



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           AUDIENCE
                           FOCUS
                           GROUPS
    PROS                   ANSWERS
                           COMPANY PAGES
                           RECOMMENDATIONS


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           AUDIENCE
                           FOCUS
                           GROUPS
    PROS                   ANSWERS
                           COMPANY PAGES
                           RECOMMENDATIONS
                           WIDGETS

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
in
                           FOCUS
                           SYMMETRICAL
                           MONITORING
  CONS                     TOOLS
                           INTEGRATION
                           LEAST FLEXIBLE


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
+
                                   GOOGLE+



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASYMMETRICAL
                         +
      G                      CIRCLES




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASYMMETRICAL
                         +
      G                      CIRCLES
                             HANGOUTS




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
OTHER SERVICES

LOCATION BASED                                                             FOURSQUARE
                                                                           BROADCASTR


                                                                           FLICKR
PHOTOSHARING                                                               INSTAGRAM



VIDEO                                                                      YOUTUBE
                                                                           VIMEO


LA SPECIFIC                                                                LAND8LOUNGE


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               UNDERSTAND PURPOSE




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

                                                                   28%
                                                                       Clear
                                                                       Goals



                          57%
                         Make Social Media
                         Message As They
                            Go Along                                           17%
                                                                               Anything
                                                                                    Goes


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               UNDERSTAND PURPOSE
               INVENTORY RESOURCES
               DETERMINE METRICS



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...


  FOLLOWERS                              QUALITY OF FEEDBACK
  RETWEETS PER DAY                       THIRD PARTY
  CLICK THROUGHS                         POST/MENTION
  FANS                                   WEBSITE TRAFFIC
  LIKES                                  DOWNLOADS
  COMMENTS PER DAY                       POSITIVE MENTIONS
  DAILY VISITORS TO BLOG                 NEGATIVE MENTIONS
  UNIQUE VISITORS TO                     VOLUME OF MENTIONS
  BLOG                                   MENTION OF PROJECT


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               UNDERSTAND PURPOSE
               INVENTORY RESOURCES
               DETERMINE METRICS
               CHOOSE TOOLS


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

                                  TOOLS

      ORGANIZING             MONITORING                            REPORTING
      • Hootsuites           • Topsy Alerts                        • Twitalyzer
      • Tweetdeck            • Google Alerts                       • Hootsuites
      • RavenSEO             • Friend or Follow                    • Google Analytics
      • Radiant6             • TweetChat                           • Wordpress
                             • Hootsuites                          • PeerIndex
                             • Tweetdeck                           • RavenSEO
                             • RavenSEO                            • Radiant6
                             • Radiant6

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

                                  TOOLS

      ORGANIZING             MONITORING                            REPORTING
      • Hootsuites           • Topsy Alerts                        • Twitalyzer
      • Tweetdeck            • Google Alerts                       • Hootsuites
      • RavenSEO             • Friend or Follow                    • Google Analytics
      • Radiant6             • TweetChat                           • Wordpress
                             • Hootsuites                          • PeerIndex
                             • Tweetdeck                           • RavenSEO
                             • RavenSEO                            • Radiant6
                             • Radiant6

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




 ASLA 2011 Annual Meeting and EXPO
                                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




 ASLA 2011 Annual Meeting and EXPO
                                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

                                  TOOLS

      ORGANIZING             MONITORING                            REPORTING
      • Hootsuites           • Topsy Alerts                        • Twitalyzer
      • Tweetdeck            • Google Alerts                       • Hootsuites
      • RavenSEO             • Friend or Follow                    • Google Analytics
      • Radiant6             • TweetChat                           • Wordpress
                             • Hootsuites                          • PeerIndex
                             • Tweetdeck                           • RavenSEO
                             • RavenSEO                            • Radiant6
                             • Radiant6

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




 ASLA 2011 Annual Meeting and EXPO
                                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




 ASLA 2011 Annual Meeting and EXPO
                                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               ESTABLISH TARGETS
               SET MGMT. STYLE




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




            CENTRAL               CENTRAL                            DECENTRALIZED
             VOICE               COMMAND




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...
                                                                  24%
                                                               LA Staff


                         43%
                          Principal In
                         Charge of Social                                     22%
                         Media Strategy                                   Marketing
                                                                            Staff



                                         18%
                                         Everyone
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

                                                                         31%
                                                                          Small


                           54%
                                                                          Group


                              One Person
                             Is Involved in
                                                                                      10%
                                                                                    Everyone
                         Office’s Social Media
                                Presence




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               ESTABLISH TARGETS
               SET MGMT. STYLE
               PREPARE SM POLICY



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...




                                          85%
                                          Respondents to
                                         Survey Said They
                                           Had No Social
                                            Media Policy


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                     Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...

 EMPLOYEE BILL OF RIGHTS
 INTERNAL SOCIAL MEDIA GUIDELINES
 EXTERNAL SOCIAL MEDIA GUIDELINES
 EMPLOYEE DISCLOSURE
 ANTI-DEFAMATION GUIDELINES
 OFFICIAL vs PERSONAL COMMUNICATION GUIDELINES
 SM CONFIDENTIALITY & NON-DISCLOSURE
 EMPLOYEE DIGITAL CITIZEN CONTRACT
 TRAINING RESOURCES



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
GETTING STARTED...



               ESTABLISH TARGETS
               SET MGMT. STYLE
               PREPARE SM POLICY
               BUILD KEYWORD LIST


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
10 KEYS TO SUCCESS



               CLEAR PURPOSE
               CONSISTENCY
               AUTHENTICITY
               ENGAGEMENT
               THINK BEFORE POSTING

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
10 KEYS TO SUCCESS



               KEEP BALANCED
               DO NOT AUTOMATE
               DO NOT CROSS-POST
               PATIENCE
               MONITOR / OPTIMIZE

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
10 KEYS TO SUCCESS




                                           54%
                                          Respondents Said
                                          They Do Not Use
                                         Analytics to Monitor
                                           Their SM Use


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                       Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
ASLA 2011 Annual Meeting and EXPO
                                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
STRATEGIES FOR ENGAGEMENT



               SEEK ENGAGEMENT
               USE HASHTAGS
               HELP WHEN YOU CAN
               SHOW APPRECIATION
               GREAT CONTENT

2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT ARE SOME OF THE DRAWBACKS?


                         36% None

                         23% Cost Benefit Is Low

                         20% Opens Firm Up To Criticism


                         11% Difficult To Control Message




2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                      Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT ARE SOME BENEFITS?
                                                                                              44%
                                         62%
                                                                                         Better
                                                                                       Engagement
                                                                                        w/ Clients
                                         Establish


           79%                           Support
                                         Network

                                                                                 More
                                                                                     40%
      Easily Keep Up w/
       News & Trends                                                          Engagement

                                     50%                                      w/ Public &
                                                                                Clients
                                     Improved
                                     Knowledge
                                       Base
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                    Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT ARE SOME BENEFITS?
 Additional Work
                           29%
                                                        58%
 Increase in Quality of Work
      12%
                         38%
 Better Employee Recruitment
           19%
                                                        58%
 Easily Keep Up with News & Trends
                                                                                                79%
                                                                              69%
 More Engagement With Public & Clients
                      40%
                                    62%
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
WHAT ARE SOME BENEFITS?
 Better Engagement with Public/Clients
                          44%
                              50%
 Establish Firm as Thought Leader
                        38%
                                                        58%
 Improve Knowledge Base
                                         50%
                                                           60%
 Establish Support Network
                                                            62%
                                           52%



2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
LEARNING OBJECTIVES

          •        Identify the basic tools of social media
                   and how to use them.

          •        Understand the proper use of social media
                   tools for maximum effect.

          •        Recognize pitfalls to avoid when
                   using social media.


2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida                   Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
Q&A
SOCIAL MEDIA STRATEGIES
FOR LANDSCAPE ARCHITECTS
2012 FLASLA Annual Conference and EXPO
St. Augustine, Florida

Presented by :

           Jason A. Castillo, PLA
           ELM                      Recommended Readings:
           @ja_castillo
                                    Social Media ROI: Managing and Measuring Social Media Efforts in Your
           Boyd Coleman, RLA        Organization - Olivier Blanchard
           Coleman Design Group
                                    Social Media in Action: A Comprehensive Guide For Architecture,
           @CDGLA
                                    Engineering, Planning, & Environmental Consulting Firms - Amanda Walters
           Brian Phelps, RLA
           Hawkins Partners
           @brian_phelps
                                                  Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA

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Social Media for Landscape Architects

  • 1. SOCIAL MEDIA STRATEGIES FOR LANDSCAPE ARCHITECTS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Presented by : Jason A. Castillo, PLA ELM in @ja_castillo Boyd Coleman, RLA Coleman Design Group @CDGLA G+ Brian Phelps, RLA Hawkins Partners @brian_phelps Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 2. LEARNING OBJECTIVES • Identify the basic tools of social media and how to use them. • Understand the proper use of social media tools for maximum effect. • Recognize pitfalls to avoid when using social media. 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 3. WHAT IS SOCIAL MEDIA? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 4. MORE IMPORTANTLY… WHAT IS IT NOT? WHAT YOU HAD FOR BREAKFAST (well, maybe) LOLcats FLOGGING 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 5. PEOPLE Friends/Family Clients Leaders WHAT IS Landscape SOCIAL MEDIA? Architects Allied Professionals NETWORKING/ CONTENT COMMUNICATION MEDIA Social Networks Blogs Blogs Your website Discussion Forums Website/News Imagery 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 6. WHO IS USING 41% Adults in The US (129 Million) SOCIAL MEDIA? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 7. WHO IS USING 98%Adults 18-24 In The US SOCIAL MEDIA? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 8. 900 MILLION WHO IS USING SOCIAL MEDIA? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 9. 150M in 250M 900M + 125M G WHO IS USING SOCIAL MEDIA? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 10. WHO ARE THEY? THOSE THAT USE DEVELOP BUILD FINANCE OUR WORK 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 11. 84% Find/Maintain Friends 64% Consumer Feedback 63% Entertainment 59% Learn About Products 34% Follow Celebrities WHY DO PEOPLE USE SOCIAL MEDIA ? 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 12. HOW DO PEOPLE USE SOCIAL MEDIA ? 37% Access via Mobile 97% Access via Their Desktop 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 13. WHAT ABOUT LANDSCAPE ARCHITECTS... 69% Landscape Architects Use Social Media in Their Practice 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 14. WHY DO LAs USE SOCIAL MEDIA ? 85% Marketing 77% Interact w Other LAs 67% Design Inspiration 48% Gather Information 42% Interaction w Clients 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 15. HOW LONG HAVE LAs BEEN USING SOCIAL MEDIA ? 64% Landscape Architects Using SM Have been using it for 1 Year or More 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 16. HOW MUCH TIME DO LAs INVEST IN SOCIAL MEDIA ? 41% 1 TO 3 HOURS PER WEEK 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 17. WHERE DO LAs INVEST THEIR TIME ? 33% DAILY USE 12% 44% G+ 31% 11% in 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 18. WHY DON’T LAs USE SOCIAL MEDIA ? 22% Don’t Know How 52%Only For My Personal Life 17% Don’t Have Time 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 19. WHY USE SOCIAL MEDIA WITHIN YOUR PRACTICE ? RELATIONSHIPS + REPUTATION 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 20. WHY USE SOCIAL MEDIA WITHIN YOUR PRACTICE ? INFORMATION FEEDBACK INFLUENCE EXPAND COLLABORATE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 21. SOCIAL MEDIA & YOUR PRACTICE NETWORKING CLIENT RELATIONS PRODUCTION 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 22. SOCIAL MEDIA & YOUR PRACTICE 48% Have Used Social Media For Public Input 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 23. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 24. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 25. GETTING STARTED... ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 26. SOCIAL MEDIA & YOUR PRACTICE NETWORKING CLIENT RELATIONS PRODUCTION BUSINESS INTELLIGENCE MARKETING RECRUITMENT 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 27. TOOLS WORKING TOGETHER CONTENT 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 28. TOOLS WORKING TOGETHER WEBSITE BLOG(S) PHOTOS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 29. TOOLS WORKING TOGETHER WS in BLG PH + G 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 30. TOOLS WORKING TOGETHER SEO search engine VS SEM search engine optimization marketing 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 31. BLOGS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 32. BLOGS 46% Respondents Reported Their Office Had a Blog 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 33. BLOGS 27% Updated Monthly 31% Updated Their Blog Weekly 23% When They Got to It 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 34. BLOGS 65% Original Ideas 62% Information About Firm 62% Project Profiles 50% Opinion of News 42% Event Coverage 35% Industry News 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 35. FACEBOOK 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 36. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 37. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 38. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 39. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 40. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 41. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 42. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 43. LARGE AUDIENCE POPULAR MOBILE PROS LOCATION BASED EASE OF USE COMPREHENSIVE DISCUSSIONS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 44. LARGE AUDIENCE LESS OPEN LESS FLEXIBLE CONS HOMOGENEOUS MONITORING SYMMETRICAL 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 45. TWITTER 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 46. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 47. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 48. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 49. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 50. @ .@ vs REPLIES 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 51. RT vs MT RETWEETING 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 52. #landarch #landscapearchitecture #cities #urbanism HASH TAGS #green #bike #architecture #infrastructure 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 53. # HASH TAGS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 54. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 55. Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 56. 140 CHARACTERS SIMPLICITY FLEXIBLE PROS ASYMMETRICAL LOCATION BASED APPS MONITORING 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 57. 140 CHARACTERS SHORT SHELF LIFE INVESTMENT CONS LINGUISTICS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 58. LINKEDIN 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 59. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 60. in AUDIENCE FOCUS GROUPS PROS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 61. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 62. in AUDIENCE FOCUS GROUPS PROS ANSWERS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 63. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 64. in AUDIENCE FOCUS GROUPS PROS ANSWERS COMPANY PAGES 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 65. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 66. in AUDIENCE FOCUS GROUPS PROS ANSWERS COMPANY PAGES RECOMMENDATIONS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 67. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 68. in AUDIENCE FOCUS GROUPS PROS ANSWERS COMPANY PAGES RECOMMENDATIONS WIDGETS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 69. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 70. in FOCUS SYMMETRICAL MONITORING CONS TOOLS INTEGRATION LEAST FLEXIBLE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 71. + GOOGLE+ 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 72. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 73. ASYMMETRICAL + G CIRCLES 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 74. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 75. ASYMMETRICAL + G CIRCLES HANGOUTS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 76. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 77. OTHER SERVICES LOCATION BASED FOURSQUARE BROADCASTR FLICKR PHOTOSHARING INSTAGRAM VIDEO YOUTUBE VIMEO LA SPECIFIC LAND8LOUNGE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 78. GETTING STARTED... 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 79. GETTING STARTED... UNDERSTAND PURPOSE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 80. GETTING STARTED... 28% Clear Goals 57% Make Social Media Message As They Go Along 17% Anything Goes 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 81. GETTING STARTED... UNDERSTAND PURPOSE INVENTORY RESOURCES DETERMINE METRICS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 82. GETTING STARTED... FOLLOWERS QUALITY OF FEEDBACK RETWEETS PER DAY THIRD PARTY CLICK THROUGHS POST/MENTION FANS WEBSITE TRAFFIC LIKES DOWNLOADS COMMENTS PER DAY POSITIVE MENTIONS DAILY VISITORS TO BLOG NEGATIVE MENTIONS UNIQUE VISITORS TO VOLUME OF MENTIONS BLOG MENTION OF PROJECT 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 83. GETTING STARTED... UNDERSTAND PURPOSE INVENTORY RESOURCES DETERMINE METRICS CHOOSE TOOLS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 84. GETTING STARTED... TOOLS ORGANIZING MONITORING REPORTING • Hootsuites • Topsy Alerts • Twitalyzer • Tweetdeck • Google Alerts • Hootsuites • RavenSEO • Friend or Follow • Google Analytics • Radiant6 • TweetChat • Wordpress • Hootsuites • PeerIndex • Tweetdeck • RavenSEO • RavenSEO • Radiant6 • Radiant6 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 85. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 86. GETTING STARTED... TOOLS ORGANIZING MONITORING REPORTING • Hootsuites • Topsy Alerts • Twitalyzer • Tweetdeck • Google Alerts • Hootsuites • RavenSEO • Friend or Follow • Google Analytics • Radiant6 • TweetChat • Wordpress • Hootsuites • PeerIndex • Tweetdeck • RavenSEO • RavenSEO • Radiant6 • Radiant6 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 87. GETTING STARTED... ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 88. GETTING STARTED... ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 89. GETTING STARTED... TOOLS ORGANIZING MONITORING REPORTING • Hootsuites • Topsy Alerts • Twitalyzer • Tweetdeck • Google Alerts • Hootsuites • RavenSEO • Friend or Follow • Google Analytics • Radiant6 • TweetChat • Wordpress • Hootsuites • PeerIndex • Tweetdeck • RavenSEO • RavenSEO • Radiant6 • Radiant6 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 90. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 91. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 92. GETTING STARTED... ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 93. GETTING STARTED... ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 94. GETTING STARTED... ESTABLISH TARGETS SET MGMT. STYLE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 95. GETTING STARTED... CENTRAL CENTRAL DECENTRALIZED VOICE COMMAND 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 96. GETTING STARTED... 24% LA Staff 43% Principal In Charge of Social 22% Media Strategy Marketing Staff 18% Everyone 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 97. GETTING STARTED... 31% Small 54% Group One Person Is Involved in 10% Everyone Office’s Social Media Presence 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 98. GETTING STARTED... ESTABLISH TARGETS SET MGMT. STYLE PREPARE SM POLICY 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 99. GETTING STARTED... 85% Respondents to Survey Said They Had No Social Media Policy 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 100. GETTING STARTED... EMPLOYEE BILL OF RIGHTS INTERNAL SOCIAL MEDIA GUIDELINES EXTERNAL SOCIAL MEDIA GUIDELINES EMPLOYEE DISCLOSURE ANTI-DEFAMATION GUIDELINES OFFICIAL vs PERSONAL COMMUNICATION GUIDELINES SM CONFIDENTIALITY & NON-DISCLOSURE EMPLOYEE DIGITAL CITIZEN CONTRACT TRAINING RESOURCES 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 101. GETTING STARTED... ESTABLISH TARGETS SET MGMT. STYLE PREPARE SM POLICY BUILD KEYWORD LIST 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 102. 10 KEYS TO SUCCESS CLEAR PURPOSE CONSISTENCY AUTHENTICITY ENGAGEMENT THINK BEFORE POSTING 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 103. 10 KEYS TO SUCCESS KEEP BALANCED DO NOT AUTOMATE DO NOT CROSS-POST PATIENCE MONITOR / OPTIMIZE 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 104. 10 KEYS TO SUCCESS 54% Respondents Said They Do Not Use Analytics to Monitor Their SM Use 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 105. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 106. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 107. ASLA 2011 Annual Meeting and EXPO Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 108. STRATEGIES FOR ENGAGEMENT SEEK ENGAGEMENT USE HASHTAGS HELP WHEN YOU CAN SHOW APPRECIATION GREAT CONTENT 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 109. WHAT ARE SOME OF THE DRAWBACKS? 36% None 23% Cost Benefit Is Low 20% Opens Firm Up To Criticism 11% Difficult To Control Message 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 110. WHAT ARE SOME BENEFITS? 44% 62% Better Engagement w/ Clients Establish 79% Support Network More 40% Easily Keep Up w/ News & Trends Engagement 50% w/ Public & Clients Improved Knowledge Base 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 111. WHAT ARE SOME BENEFITS? Additional Work 29% 58% Increase in Quality of Work 12% 38% Better Employee Recruitment 19% 58% Easily Keep Up with News & Trends 79% 69% More Engagement With Public & Clients 40% 62% 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 112. WHAT ARE SOME BENEFITS? Better Engagement with Public/Clients 44% 50% Establish Firm as Thought Leader 38% 58% Improve Knowledge Base 50% 60% Establish Support Network 62% 52% 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 113. LEARNING OBJECTIVES • Identify the basic tools of social media and how to use them. • Understand the proper use of social media tools for maximum effect. • Recognize pitfalls to avoid when using social media. 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA
  • 114. Q&A SOCIAL MEDIA STRATEGIES FOR LANDSCAPE ARCHITECTS 2012 FLASLA Annual Conference and EXPO St. Augustine, Florida Presented by : Jason A. Castillo, PLA ELM Recommended Readings: @ja_castillo Social Media ROI: Managing and Measuring Social Media Efforts in Your Boyd Coleman, RLA Organization - Olivier Blanchard Coleman Design Group Social Media in Action: A Comprehensive Guide For Architecture, @CDGLA Engineering, Planning, & Environmental Consulting Firms - Amanda Walters Brian Phelps, RLA Hawkins Partners @brian_phelps Copyright © 2012 Jason Castillo, PLA; Boyd Coleman, RLA; Brian Phelps, RLA

Notas del editor

  1. A general rule is that blogs are not used for selling but should contain advice and opinions that readers will find useful. - Small Firm Round Table Presents Social Media For Architects (AIA)
  2. (DOT)@ reply = all of one’s followers see a reply / tweet(TYP) @ reply = only followers of both parties see a reply / tweet