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CHRISTOPHER PARSONS Founder, Knowledge Architecture The Future of Digital Marketing Architecture and Engineering Social Media Survey 2011-2012 Preliminary Findings October, 2011
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CHRISTOPHER PARSONSFounder, Knowledge Architecture
The Future of Digital MarketingArchitecture and Engineering
Social Media Survey 2011-2012
Preliminary Findings
October, 2011
The Bottom Line
Q: “Will Social Media Help My Firm Win More Work?”
A: “Yes, but I can’t prove it…
“However, there are other good reason besides revenue to use social
media tools. For example, recruiting, retention, learning, and
branding.”
“Social media marketing can put a runner on second. Your sales
function has to drive him in.”
yet.”
CHRISTOPHER PARSONS
FOUNDER
KNOWLEDGE ARCHITECTURE
Mission
We empower architects and engineers to
create, capture, and share knowledge to leverage
their expertise and grow their organizations.
Tribe
A community of AEC professionals who
exchange best practices for organizing
information and sharing knowledge
Tools
Connectors, systems integration between common
industry software.
Conference
KA Connect 2012, a knowledge and information
management conference for the AEC industry.
April, San Francisco
BACKGROUND
FORMER CIO / IT DIRECTOR, 2 LARGE
ARCHITECTURE FIRMS
BOARD OF DIRECTORS, SAN FRANCISCO AIA
BOARD OF DIRECTORS, PUBLIC ARCHITECTURE
Nexus Server, systems integration and data
warehouse platform.
Synthesis, a social intranet for architects and
engineers.
How do architects and engineers
create, market, and apply knowledge
for competitive advantage?
How do architects and engineers align
social media programs with knowledge
strategy?
How do architects and engineers create, market, and apply
knowledge for competitive advantage?
How do architects and engineers create, market, and apply
knowledge for competitive advantage?
What is the state of R&D in architecture and
engineering firms?
How do architects and engineers align social media programs with
knowledge strategy?
Methodology
Sources
Architectural Record – Top 250 Architectural Firms
CriteriaActive use of only tools only, did not count “squatting.”
Approach
Outside-in.
Ignored non-primary AE firms (i.e., Halliburton, Bechtel)
Only looked at the firm’s digital platforms, not individuals or industry/client groups.
Building Design + Construction – BD+C Giants 300
ARCHITECT Magazine - The ARCHITECT 100
Quantitative first. Flag outliers and best practices.
Qualitative Interviews and KA Connect 2012 talks follow quantitative.
Testing findings mid-stream.
ENR News – The Top 500 Design Firms (Planned)
Summary
Status
266 Firms Profiled
150 Actively Using Social Media (56.4%)
0 20 40 60 80 100
1 - 25
51 - 99
200-299
400-499
600-699
800-899
1000-1249
1500-1999
5000-9999
Firm Size (Employees)
Summary
Summary
0 50 100 150 200
Architecture
Multi-disciplinary
Multi-disciplinary - EA
Multi-disciplinary - AEC
Multi-disciplinary - E
Firm Type (Number of Firms)
Summary
0 50 100 150 200 250
Blog
Video
Other
Tools In Use (Number of Firms)
Summary
0 50 100 150 200
Our Work
Our People
Firm Culture + Community
Ideas + Inspiration
Design + Engineering
Research + Knowledge
Client Platform
Social Media Topics (Number of Firms)
1. “Grow Bigger Ears.”
Top 10 Trends + Insights
1. “Grow Bigger Ears”
© Yvonne, Wilwick, FL via Chris Brogan http://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/
1. “Grow Bigger Ears.”
2. Journalism 2.0
Top 10 Trends + Insights
2. Journalism 2.0
Katie Gerfen
Senior Editor,
Architect Magazine
“The vast majority of our new leads for stories
come from Twitter, LinkedIn, and Facebook.
Once Architect has the lead, we still do
traditional reporting on the topic, but social
media has quickly become our go to source for
new ideas.”
-- SMPS SF Meet The Press 2011 (Paraphrased)
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
Top 10 Trends + Insights
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
Top 10 Trends + Insights
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
Top 10 Trends + Insights
5. Locally Connected
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
Top 10 Trends + Insights
6. “Sell Your By-products.”
Books
Articles
Proposals
Presentations
Competitions
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
7. Intranet Farm Leagues
Top 10 Trends + Insights
Intranet
Web
7. Intranet Farm Leagues
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
7. Intranet Farm Leagues
8. Connecting R&D + Thought Leadership
Top 10 Trends + Insights
Marketing Projects
Knowledge Management (KM)
Research + Development (R+D)
Thought Leadership (TL)
What does the relationship between marketing and
knowledge look like in most professional service firms?
Knowledge(Practice)
Marketing
ProjectsKnowledge Management
Research +
Development
Thought Leadership
What does a thought leader’s relationship between
practice, marketing, and projects look like?
Practice
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
7. Intranet Farm Leagues
8. Connecting R&D + Thought Leadership
9. The Rise of the Microsite
Top 10 Trends + Insights
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
7. Intranet Farm Leagues
8. Connecting R&D + Thought Leadership
9. The Rise of the Microsite
10. Build a Stage for Clients + Prospects
Top 10 Trends + Insights
“It occurs to me, Jim, that you spend too much time
trying to be interesting. Why don’t you invest more
time being interested?”
-- Advice from John Gardner to Jim Collins
1. “Grow Bigger Ears.”
2. Journalism 2.0
3. Life @ …
4. Social Social Responsibility
5. Locally Connected
6. “Sell Your By-products.”
7. Intranet Farm Leagues
8. Connecting R&D + Thought Leadership
9. The Rise of the Microsite
10. Build a Stage for Clients + Prospects
Top 10 Trends + Insights
Wrapping Up
Who is your Core Audience?
Prospects
Clients
Team
Me
Everyone Else
1. Was this useful? How could we improve it?
2. How would you like to consume the findings?
3. Your questions.
Questions
