IKM Architecture Social Media Strategy & Performance Report

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Social Media

Social Media Strategy & Performance Report

IKM Architecture’s social media presence has blossomed over the past year. Our previous use of social media fell flat due to a lack of prioritization. Postings happened sporadically with extended periods of no activity, and branding across platforms lacked cohesion. The random nature of posts meant that the overall demographics of Instagram, LinkedIn, and Facebook were not accounted for in content creation. IKM wasn’t taking advantage of these platforms as tools to meaningfully engage with social media users and elevate the firm’s presence and status in the marketplace.

Since refocusing our efforts in 2021, we have progressed from posting once every few weeks to consistently posting over three times a week across three platforms. The analytical data we have collected shows that IKM has succeeded in engaging our employees, professional community, and new clients and target cities. Our newly bolstered social media presence not only reflects our professional achievements, but is also an extension of our company culture. Our audience loves to see our silly office antics, from costume parties to the “IKM Amazing Race.” Beyond the polished success stories of completed projects that are often promoted in this industry, we’ve found that our audience is also interested in the transparency of seeing our process and what happens behind the scenes. Enhancing our digital marketing style and approach has elevated the visibility of IKM Architecture in our newest market – Cleveland –and solidified our continued presence in Pittsburgh. It’s an authentic celebration of our team, our industry, and our vibrant culture.

1. Brief

The program was intended to increase engagement with three user groups: clients and industry peers, current employees, and future staff. We aimed to increase market awareness as we establish our office in Cleveland, create a branding strategy to elevate our reach, and improve recruitment and retention of employees by showcasing IKM’s culture and expertise. We utilized analytics to compare engagement from 2020 to 2021. A highly skilled Graphic Designer was hired to spearhead this program.

Previous Social Media:

* Heavy use of Instagram filters, inconsistent post styling, no utilization of brand colors, post captions are vague and do not utilize consistent brand voice, hashtag use not optimized.

2.
Objective

3. Audience

Our target audience varies by social media platform. Instagram posts cater to the 22-45 y/o group in Western Pennsylvania, Eastern Ohio, and business development cities. Facebook posts connect with older demographics 45-65 y/o and friends of the firm, mostly in Pennsylvania. LinkedIn activity targets all professional contacts within the US.

Youngest LinkedIn Target Audience (College Grads with ACE & Design Degrees)

35-45 70

Core LinkedIn Target Audience Age Range (ACE & Design Industry Pro’s Approaching Leadership)

Youngest Instagram Target Audience (College Junior / Seniors in ACE & Design Majors)

25-34

Core Instagram Target Audience Age Range (Younger Professionals in ACE & Design Fields)

25 23 20 35 65+

Youngest Facebook Target Audience (Younger Professionals in the ACE and Design Fields)

45

Core Facebook Target Audience Age Range (Professionals in ACE & Design Fields)

Oldest LinkedIn Target Audience (ACE & Design Industry Leadership)

Oldest Instagram Target Audience (ACE & Design Industry Professionals/Leadership)

Our Instagram content is aimed to engage users across the US. Facebook LinkedIn Instagram

Oldest Facebook Target Audience (Retired Staff / Friends & Family)

PA| OH Target USA

Our LinkedIn content is aimed to engage users in target US cities to assist BD.

Our Facebook content is aimed to engage users in the greater Pittsburgh & Cleveland Areas.

We compared competitors’ content on Instagram and LinkedIn, analyzing graphics, tone and wording of post captions, and use of industry-specific hashtags. Our findings were used in recruiting efforts, celebrating employee achievements, watermarking photography, and utilization of Instagram features. We performed an audit of IKM’s past social media presence, identifying areas of inconsistency, underperforming posts, and ineffective use of SEO. We collaborated with individuals involved in every aspect of IKM – business development, recruiting, leadership, social events, etc. – to develop a new marketing plan. Our Graphic Designer created standard visual formats for several post types to ensure variety in content and graphics.

4. Research

Instagram Profile: SEO Keywords & IG Highlights

* All social profiles utilize the same IKM logo that is in use in current branding & on our website.

* Utilizing SEO optimized keywords in our social media bio to efficiently describe what we do and where we are located.

* Utilizing Instagram Highlights so profile visitors can quickly get a sense of key topics about IKM they might be interested in.

Recruitment Social Posts: Industry Research

5. Message

Digital media plays in important role, especially when exploring new markets. It is a balance of planning, execution, collaboration, and understanding of demographics and analytics that must all work in concert. Together with business development, marketing, and communications, an effective digital media plan yields tremendous results for the whole firm.

We hoped to see a 50-75% increase in social media interaction, which we surpassed in most cases. Firm leadership and current staff are now excited to contribute to social media content by taking photos, tagging the firm, and sharing company posts. Long-time followers of IKM’s social media pages have complimented the enhanced presence. 2021 recruitment materials were tied together so that candidates experienced a cohesive campaign spanning social media, our website, and supplemental materials. New client results remain to be seen as social media engagement is just one aspect of firm visibility that leads to client gain and retention.

6. Results

Office Fun: IKM Amazing Race

Project Achievements

LinkedIn
Site Visits Employee Achievements
Recruitment Intl. Women’s Day Ribbon Cuttings Instagram
Employee Spotify Playlist Project Photography Office Fun
Publication Contributions Firm Achievements Facebook

Holiday Card Traditions Project Achievements

20202021 LinkedIn

96K 24K

96K LinkedIn Post Impressions in 2021 compared to 24K in 2020.

538 2.3K

2.3K LinkedIn Post Reactions in 2021 compared to 538 in 2020. (320% Increase)

28

114

114 LinkedIn Post Comments in 2021 compared to 28 in 2020. (307% Increase)

9.2K LinkedIn Post Clicks in 2021 compared to 833 in 2020.

833 9.2K Analytics

Posted 115 times on Instagram in 2021 compared to 56 times in 2020.

115 56 2.1K 4.1K

4.1K Instagram Post Likes in 2021 compared to 2.1K in 2020.

32 677

220 988

220 Instagram Post Comments in 2021 compared to 32 in 2020. 988 Instagram Followers in 2021 compared to 677 in 2020.

132 41 896 3.1K

Posted 132 times on Facebook in 2021 compared to 41 times in 2020.

3.1K Facebook Post Reactions in 2021 compared to 896 in 2020. (247% Increase)

166 107

251 Facebook Post Shares in 2021 compared to 107 in 2020. Instagram Facebook

276 Facebook Post Comments in 2021 compared to 166 in 2020.

276 251

Social Media

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