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2015 Preservation Conference
Social Media Power Session
PAINTING YOUR COMMUNITY’S FUTURE
Social Media for Preservationists & Friends
Hey, that’s me
10+ years working in social marketing
Founder, Deelightful Studios a social media agency
NY Native, Roc born & raised
WELCOME!
#NYPresConf
# = Hashtag
A simple way to search & identify a
phrase or topic across social networks
THERE IS NO SUCH
THING AS A
SILVER BULLET
(IN SOCIAL MEDIA)
Why get social?
•  Market your cause
•  Personal vs. Business
•  Appeal & engage younger audience
•  Interact with your community
•  Networking
•  Education
•  Action
•  Good PR
H2H
Human-to-Human
Be realistic about resources: time, money, &
people.
Focus on the channels that work best for
you & your brand, keep it simple.
Be consistent. It takes work but can be done
productively.
Use it as a positive force to spark change
and foster productive dialogue.
ELEVATE YOUR APPROACH
SIX PILLARS OF SOCIAL STRATEGY
Identify your target audience
STEP 2
Define your objective
STEP 1
Choose the right platform(s)
STEP 3
Build critical mass with media
STEP 5
Create content, conversation,
& a community
STEP 4
Enable measurement
& optimization
STEP 6
CONSIDERATION
CONVERSION
RETAIN
AWARENESS
10%
20%
I want the community to know & be
educated about <ABC>
I want to inform & involve the
community to <XYZ>
I want to be an
advocate
On-going
Participation
30%
40%
Blogs. Enables Search Engine Optimization back to your Web site & makes it easy to
comment on current events, have guest contributors, share your POV, etc.
Suggest Blogger or WordPress
Facebook. #1 Social Network in the world. Allows you to extend your Web presence,
connect with the community on a more personal level & even run cost-effective ads
Pinterest. Visual content & image sharing site; on average users spend more time on
Pinterest than any other social media site per visit
Instagram. Fastest growing photo-sharing network which allows you to become a
“fauxtographer”- don’t forget to hashtag!
YouTube. #1 online destination for videos on the Web.
LinkedIn. Connect with professionals and foster B2B relationships in a more formal
setting. Architects, business leaders, investors, you name it.
Twitter. Create content in 140 characters or less. Perfect for sharing news and linking
back to your website, blog, and other social channels. Don’t forget to link & hashtag!
Vine. Create 6-second video clips, geared toward the <18 year old demographic
TimeConsuming
NotverytoCommitment
Importance
Not a Bad Idea to Do it Now
At least
have this!
BE A
THUMBSTOPPER
1.  TBT- Throw Back Thursday
2.  Video Tours
3.  Upcoming Events
4.  Re-share Relevant News
5.  Before & After Restorations
6.  Neighborhood Guides
7.  Organization Spotlights
8.  Milestones & Celebrations
9.  Preservation Tips
10.  Architectural Spotlight
11.  Tourism
12.  Membership
13.  Retro-fitting
14.  Testimonials & Reviews
15.  Education
16.  Contact Info
17.  Placemaking Wishlist
18.  Sell a lifestyle
19.  Community News
20.  Surveys
21.  Sustainability
22.  New Urbanism Routes
23.  Crowd-funding & Giving
24.  Small business corner
24 POST IDEAS
q  Focal Point: What is your eye drawn too? Is the visual confusing or is it straightforward &
concise? 
q  Tone: Is the message inline with the your professional tone of voice? Will it resonate with your
community?
q  Reward: Is there a value-add/reason for the intended audience to pay attention to this piece of
content? An offer, special, insider info, exclusive content, etc.?
q  Noticeability: Does it cut through the clutter? Is it a “thumb-stopper”?
q  Point: What is the call to action? Does the piece of content motivate the target audience to
actually take this action? 
q  Timeliness: Is this content relevant, especially as it relates to current events or time of year?
CONTENT DEVELOPMENT CHECKLIST
Prep your content. Finish your
content calendar by creating the
imagery, sourcing the links, &
sharing your plan with your team.
TuesdayMonday
Be sure to share any of your
upcoming events 7 days in
advance to give people a
chance to plan.
Wednesday
Connect with the community.
Browse others social media
profiles, industry groups &
participate in conversations.
Friday
Promote 1 – 2 of your posts
from this week. Choose from
the posts that you are most
proud of or had the most
engagement (likes, comments,
shares, etc.).
Thursday
Take pictures of your community,
what’s happening in the
neighborhood and share on your
channels for real-time
engagement.
Saturday
Sunday
Plan your content for the following week. You don’t have to post everyday on every channel. Use Excel to
organize your thoughts, track what you share on each channel and visualize your approach.
Measurement Day. Check your
various profiles for how much
your fan base has grown & a
summary of what people are
saying. Keep record of it.
SOME LAST WORDS OF ADVICE
•  Attract “fans”. The more people that follow you & know your name, the better. But this
isn’t the only goal.
•  Promote your content. Only 2 - 5% of your Facebook fans see your content.
•  Shorter, concise content gets 17% more engagement. Don’t type huge paragraphs.
DON’T SHOUT EITHER.
•  Quality over quantity. Quality photos & videos get the most attention.
•  Be creative & show your personality. Have an opinion but don’t be aggressive.
•  Be timely in your response & accept negative feedback with grace.
GET CONNECTED
The Landmark Society of WNY:
https://www.facebook.com/TheLandmarkSociety
YUP:
https://www.facebook.com/youngurbanpreservationists
Abandoned:
https://www.facebook.com/abandonedonline
National Trust For Historic Preservation:
https://www.facebook.com/NationalTrustforHistoricPreservation
Wheeling Young Professionals:
https://www.facebook.com/WheelingYP
Erie Canalway National Heritage Corridor:
https://www.facebook.com/ErieCanalway
Western Erie Canal Alliance:
https://www.facebook.com/pages/Western-Erie-Canal-Alliance/154186337694
@LandmarkSociety
@YoungUrbanPres
@SavingPlaces
@Slowroadtravel
@NYLandmarks
@PreservationProblems
@PreservationFail
National Trust for Historic Preservation
https://www.pinterest.com/presnation/
#ASKMEANYTHING
aka time for Q+A, available for small group sessions
directly following this presentation
THANK YOU
STAY IN TOUCH
danielle@deelightfulstudios.com
/dhueston
@dee_huest
@deelightfulstudios
/deelightfulstudios
www.deelightfulstudios.com

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Social Media for Preservationists & Friends

  • 1. 2015 Preservation Conference Social Media Power Session PAINTING YOUR COMMUNITY’S FUTURE Social Media for Preservationists & Friends
  • 2. Hey, that’s me 10+ years working in social marketing Founder, Deelightful Studios a social media agency NY Native, Roc born & raised WELCOME! #NYPresConf # = Hashtag A simple way to search & identify a phrase or topic across social networks
  • 3. THERE IS NO SUCH THING AS A SILVER BULLET (IN SOCIAL MEDIA)
  • 4. Why get social? •  Market your cause •  Personal vs. Business •  Appeal & engage younger audience •  Interact with your community •  Networking •  Education •  Action •  Good PR
  • 6. Be realistic about resources: time, money, & people. Focus on the channels that work best for you & your brand, keep it simple. Be consistent. It takes work but can be done productively. Use it as a positive force to spark change and foster productive dialogue. ELEVATE YOUR APPROACH
  • 7. SIX PILLARS OF SOCIAL STRATEGY Identify your target audience STEP 2 Define your objective STEP 1 Choose the right platform(s) STEP 3 Build critical mass with media STEP 5 Create content, conversation, & a community STEP 4 Enable measurement & optimization STEP 6
  • 8. CONSIDERATION CONVERSION RETAIN AWARENESS 10% 20% I want the community to know & be educated about <ABC> I want to inform & involve the community to <XYZ> I want to be an advocate On-going Participation 30% 40%
  • 9. Blogs. Enables Search Engine Optimization back to your Web site & makes it easy to comment on current events, have guest contributors, share your POV, etc. Suggest Blogger or WordPress Facebook. #1 Social Network in the world. Allows you to extend your Web presence, connect with the community on a more personal level & even run cost-effective ads Pinterest. Visual content & image sharing site; on average users spend more time on Pinterest than any other social media site per visit Instagram. Fastest growing photo-sharing network which allows you to become a “fauxtographer”- don’t forget to hashtag! YouTube. #1 online destination for videos on the Web. LinkedIn. Connect with professionals and foster B2B relationships in a more formal setting. Architects, business leaders, investors, you name it. Twitter. Create content in 140 characters or less. Perfect for sharing news and linking back to your website, blog, and other social channels. Don’t forget to link & hashtag! Vine. Create 6-second video clips, geared toward the <18 year old demographic
  • 10. TimeConsuming NotverytoCommitment Importance Not a Bad Idea to Do it Now At least have this!
  • 12. 1.  TBT- Throw Back Thursday 2.  Video Tours 3.  Upcoming Events 4.  Re-share Relevant News 5.  Before & After Restorations 6.  Neighborhood Guides 7.  Organization Spotlights 8.  Milestones & Celebrations 9.  Preservation Tips 10.  Architectural Spotlight 11.  Tourism 12.  Membership 13.  Retro-fitting 14.  Testimonials & Reviews 15.  Education 16.  Contact Info 17.  Placemaking Wishlist 18.  Sell a lifestyle 19.  Community News 20.  Surveys 21.  Sustainability 22.  New Urbanism Routes 23.  Crowd-funding & Giving 24.  Small business corner 24 POST IDEAS
  • 13. q  Focal Point: What is your eye drawn too? Is the visual confusing or is it straightforward & concise?  q  Tone: Is the message inline with the your professional tone of voice? Will it resonate with your community? q  Reward: Is there a value-add/reason for the intended audience to pay attention to this piece of content? An offer, special, insider info, exclusive content, etc.? q  Noticeability: Does it cut through the clutter? Is it a “thumb-stopper”? q  Point: What is the call to action? Does the piece of content motivate the target audience to actually take this action?  q  Timeliness: Is this content relevant, especially as it relates to current events or time of year? CONTENT DEVELOPMENT CHECKLIST
  • 14. Prep your content. Finish your content calendar by creating the imagery, sourcing the links, & sharing your plan with your team. TuesdayMonday Be sure to share any of your upcoming events 7 days in advance to give people a chance to plan. Wednesday Connect with the community. Browse others social media profiles, industry groups & participate in conversations. Friday Promote 1 – 2 of your posts from this week. Choose from the posts that you are most proud of or had the most engagement (likes, comments, shares, etc.). Thursday Take pictures of your community, what’s happening in the neighborhood and share on your channels for real-time engagement. Saturday Sunday Plan your content for the following week. You don’t have to post everyday on every channel. Use Excel to organize your thoughts, track what you share on each channel and visualize your approach. Measurement Day. Check your various profiles for how much your fan base has grown & a summary of what people are saying. Keep record of it.
  • 15. SOME LAST WORDS OF ADVICE •  Attract “fans”. The more people that follow you & know your name, the better. But this isn’t the only goal. •  Promote your content. Only 2 - 5% of your Facebook fans see your content. •  Shorter, concise content gets 17% more engagement. Don’t type huge paragraphs. DON’T SHOUT EITHER. •  Quality over quantity. Quality photos & videos get the most attention. •  Be creative & show your personality. Have an opinion but don’t be aggressive. •  Be timely in your response & accept negative feedback with grace.
  • 16. GET CONNECTED The Landmark Society of WNY: https://www.facebook.com/TheLandmarkSociety YUP: https://www.facebook.com/youngurbanpreservationists Abandoned: https://www.facebook.com/abandonedonline National Trust For Historic Preservation: https://www.facebook.com/NationalTrustforHistoricPreservation Wheeling Young Professionals: https://www.facebook.com/WheelingYP Erie Canalway National Heritage Corridor: https://www.facebook.com/ErieCanalway Western Erie Canal Alliance: https://www.facebook.com/pages/Western-Erie-Canal-Alliance/154186337694 @LandmarkSociety @YoungUrbanPres @SavingPlaces @Slowroadtravel @NYLandmarks @PreservationProblems @PreservationFail National Trust for Historic Preservation https://www.pinterest.com/presnation/
  • 17. #ASKMEANYTHING aka time for Q+A, available for small group sessions directly following this presentation
  • 18. THANK YOU STAY IN TOUCH danielle@deelightfulstudios.com /dhueston @dee_huest @deelightfulstudios /deelightfulstudios www.deelightfulstudios.com