Imagine Pittsburgh, the Green Building Alliance and the Master Builders' Association united for this social media program on how to effectively promote your company through images and videos. A panel of experts discussed tools, best practices and opportunities.

1. IMAGERY & IMAGINATION:
STORYTELLING THROUGH SOCIAL
MEDIA
Wednesday, September 3, 2014
MBA Headquarters

2. Welcome to….

3. Imagery & Imagination
Hosted by the Master Builders’ Association
in conjunction with our friends:

4. Agenda
 Introduction
 Panel Opening Remarks
 Image Sharing Sites
 Best Practices
 Issues & Challenges
 Construction Social Media Stars

5. Imagery & Imagination
63% of social media is made up of
images!!!!

6. Imagery & Imagination
Over half of all Internet users have
reposted a photo or video they found
online.
This is one of the most reposted photos of all
time.

7. Imagery & Imagination
3.3 million Retweets
2 million Favorites

8. Imagery & Imagination
Content with relevant images gets 94% more
views than content without images.

9. Imagery & Imagination
Content with relevant images gets 94% more
views than content without images.
The leading cause of fatalities in construction is falls. The
MBA hosts an annual Fall Protection Competent Training.

10. Imagery & Imagination
Tweets with images receive 150% more
retweets!

11. Imagery & Imagination
The brain processes visuals 60,000 times
faster than it does text.

12. Imagine Pittsburgh
An initiative of the Allegheny
Conference on Community
Development

13. Other Allegheny Conference Social Media Brands

14. Other Conference Initiatives with Social Media
channels

15. A virtual concierge for people looking to advance their careers in the
10-county region. Its job search engine is a one-stop shop, updated
nightly from more than 900 sources including corporate websites and
such job boards as Monster, Career Builder and LinkedIn. There are
more than 25,000 jobs available in the region today.

16. ImaginePittsburgh.com/Work

17. Employer/Sponsor Profile

18. Employer/Sponsor Profile

19. Employer/Sponsor Profile

20. Many Neighbors to Connect
With

21. We use all of these, but Facebook and Twitter most.
Find Facebook gets more traction with Latino web
users
Instagram with 18-24 year-olds.

22. Making otherwise dry content attractive

23. Highlighting young entrepreneurs

24. Tapping into celebrity following

25. Tapping into audiences who don’t know us, but
should

26. Green Building Alliance
 Take a few shots to capture expression

27. Green Building Alliance
 Take a few shots to capture expression

28. Green Building Alliance
 Take multiple shots to avoid the dreaded
closed-eye

29. Green Building Alliance
 Use the grid! Rule of thirds can make or break
an image.

30. Green Building Alliance
 Don’t forget you can get
a different and more
interesting perspective
by simply lowering
yourself a few inches
below eyelevel (get your
knees dirty) or by finding
a step to elevate your
shot (climb a chair).
 Especially helpful for
shooting subjects such
as objects, buildings,
crowds, etc.

31. How does the MBA use
images?
 Show construction activity
 Promote our members and industry allies
 Tell the MBA story
 Market upcoming events
 Capture past events – Store on Flickr
 Fun games

32. How does the MBA use
images?
Facebook

33. How does the MBA use
images?
LinkedIn

34. How does the MBA use
images?
Twitter

35. How does the MBA use
images?
YouTube

36. How does IKM use images?

37. Expanded reach…
MBA’s 866 followers
ikminc’s 1,122 followers

38. Using Images in Facebook

39. Images in Facebook
 Cover photo –
change monthly
 Posts – 1x/week;
3x/week; daily
 Upload link videos
1x/month
 Photo albums, action
shots, candid shots,
event photos

40. “Cheat Sheet”
http://www.jonloomer.com/2014/01/20/faceboo
k-image-dimensions/

41. Using Images in Twitter

42. Images in Twitter
 Now has the ability to
display inline images to
Tweets.
Works with images
uploaded directly to
Twitter
 Also works with Buffer’s
browser extension
 Applies also to Vine
videos
SOURCE: http://www.fastcompany.com/3022116/what-twitters-expanded-images-mean-
for-clicks-retweets-and-favorites

43. Examples of AEC Tweets with
Images

44. Twitter Image Sizes
Source: http://www.pinterest.com/pin/544020829961841228/
Source: http://www.pinterest.com/pin/68117013088877617/

45. Giffysnap

46. Sprout Social allows scheduling with photos
to multiple platforms & accounts

48. Also creates weekly reports; create your own

49. Using Images in LinkedIn

50. Images in LinkedIn
LinkedIn is the world’s largest
professional network – 225 million +

51. Images in LinkedIn
LinkedIn is a professional site that’s content
heavy, but you can enhance your content with
images:
Poll shows that Wolf's lead over Corbett is widening. @Triblive @melissamdanielshttp://lnkd.in/bZKd4x9
Poll shows Wolf's lead over Corbett widening
triblive.com
A summer of campaigning and advertising did little to revive Republican Gov. Tom Corbett's moribund popularity among Pennsylvania
voters, the latest figures show. The results ...

52. Images in LinkedIn
A good example of enhancing your content with an
image.
Pittsburgh's office vacancy ranks third lowest in the country
bizjournals.com
Behind only Manhattan and San Francisco in terms of available office space, according to CBRE report.

53. LinkedIn Image Sizes
Source: http://www.pinterest.com/pin/68117013088877617/

54. Images in LinkedIn
The profile picture is an excellent opportunity to
enhance the look of your profile so give it some
thought:

55. Images in LinkedIn
And now some examples of bad profile pictures:

56. Images in LinkedIn
And no image at all is just as bad….

57. Images in LinkedIn
Ways to VISUALLY improve your LinkedIn
profile
 Add /edit profile
 Add Slideshare and/or Behance
 Place images appropriately throughout profiles
 Include images in posting

58. Photo Editing Tools

59. Photo Editing Tools
 Adobe
Photoshop
CC
 Expensive
 Powerful
 Challenging to
use - too
many features
to summarize
 Resize, Color-correct,
Add
text

60. Photoshop Examples

61. Photo Editing Tools
 Pixlr
 Free, Mobile photo editing app
 More than 600 effects, overlays, and borders and lets you do all
the main things you'd expect from a photo editor, from cropping
and re-sizing to removing red-eye and whitening teeth
 Gimp
 Free, Open Source photo editor
 Painting tools, color correction, cloning, selection, and
enhancement.
 PicMonkey
 Free, no sign up required for use
 Someone who has never edited in a photo editing program
before could use this pretty easily.
 Can access anywhere you have internet service.

62. Photo Editing Tools
 Canva
 Free, some paid options
 Described as a Blogging tool
 Drag and drop, add text, add backgrounds, etc

63. Example: Canva Facebook Cover Image

64. Flickr.com

65. Flickr
 Photo sharing site
 Beautiful on screen interface, portfolio site
 Allows interaction with community in the form
of
 Favorites
 Comments
 Who’s using it well?
 MBA of WPA
 Nello Construction

66. What to share on Flickr
 Great place to share events:
 Ground Breakings
 Ribbon Cuttings
 Topping off ceremonies
 Company events: picnics, holiday parties, award
ceremonies, golf outings, fundraisers, charity
events
 Conferences/Speaking engagements

67. MBA Flickr

68. Flickr Pros and Cons
PROS CONS
 Free with sign up
 1TB of Space
 Drag and Drop upload
 Max Photo size 200 MB
 Max Video 1 GB
 Collections, sets
galleries for organizing
 Tagging
 Easy to share
 A tad difficult to
search
 Another place to
build community
 Not for photo editing
 Aviary, Pixlr,
Photoshop Express

69. YouTube

70. YouTube
 Online Video
sharing site
 Over 1 Billion
Views per day
 Create and share
video content
that’s relevant to
what your ideal
customer is
searching for on
the Internet.

71. YouTube

72. What to share on YouTube
 Intro Trailer video – Who you are, What you do
 Stats to Benchmark who you are
 Customer Success Story/Testimonials
 Answer FAQs
 Teach Something – Create How To Videos
 Behind the scenes
 Company activities, personnel, culture

73. YouTube Pros & Cons
PROS CONS
 Free to upload
 Free to create
channel
 Globally recognized
 Videos can be
longer
 Videos can be
embedded in your
site
 It’s Free…You have little
control
 “Noisy” space – difficult to
get your messages found
and heard
 Difficult/costly to create
videos
 You may draw attention to
your competitors
 Vulgar videos readily
available

74. Micro Video – Vine & Instagram

75. Vine & Instagram
 Vine – Twitter’s 6 second video
 Instagram’s Video – 15 second video
 Start a conversation with customers
 Highlight brand advocates
 Display your work. A quick update at the site?
 Show your office
 Promote activities at your conference booth

76. Six Steps to get started with
Vine
1. Download and install the Vine app.
2. Create a Vine account using your Twitter profile or email
address.
3. Find people to follow by going to your profile and clicking
the People icon at the top right of your screen. You can also
go to your settings and use the Find People option under
Friends.
4. Connect your Facebook account to share videos on
Facebook as well (personal profiles only).
5. Click the video camera icon to start recording videos. Tap
your finger on the screen to record and release to stop
recording.
6. When you’re finished, click Continue to share your video on
Vine, Twitter and Facebook.

77. Instagram: Younger Audience

78. Micro Video Pros & Cons
PROS CONS
 Quick, easy
 Adds video
 Lower level of
quality is acceptable
 Opportunity for fun,
human interaction
 Adds video
 Not your audience
demographic
 Short, difficult to
convey message

79. The Spotlight

80. Local Image Stars
Green Building Alliance: www.go-gba.org
Bradd Celidonia – braddc@gbapgh.org
Imagine Pittsburgh: www.imaginepittsburgh.com
Bill Flanagan – bflanagan@alleghenyconference.org
Bonnie Pfister – bpfister@alleghenyconference.org
Master Builders’ Association: www.mbawpa.org
Jon O’Brien – jobrien@mbawpa.org
IKM, Inc.: www.ikminc.com
Patty Swisher – pmswish@ikminc.com

81. Where to Look Outside the
Region
 Layton Construction:
www.laytoncompanies.com
 PC Construction: www.pcconstruction.com
 Sundt Construction: www.sundt.com

82. Thank You For Attending
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