A Marketing Revolution for AEC

It wasn’t that long ago when the architecture, engineering and construction (AEC) industries looked down on the idea of marketing and self-promotion. For the most part that has changed today, but in many firms the role of marketing is still dominated by proposal generation leaving little time remaining for analytical thinking about markets and audiences. The industry continues to be behind the curve as compared to other professional service fields.

The role of the web in AEC marketing is no exception. Having a presence online is the norm. Every firm has a website, because everyone expects to find your firm online. While each day, more AEC firms are adding social media tools into their online mix, many more are still reluctant to commit, clinging to the myths about social media’s relevance and purpose.

But even the firms that have embraced social media wholeheartedly tend to be using it as a soft sell compared to the online marketing machines that are bringing in new leads daily for other professional service industries. According to Hinge Marketing’s recent report “Online Marketing for Professional Services Firms,” purchasing decisions are influenced by social media – videos, testimonials, photos, stories. These are the elements that distinguish one firm from another. If a prospective client searches for you online, and you’re not there, they will find your competitor.

The report focuses on five professional services groups – marketing/communications, technology services, management consulting and accounting finance and AEC – and suggests that there is a connection between online lead generation and the growth and profitability of a company. Of the professional services firms they surveyed, those that generate a higher percentage of leads online grow faster and are more profitable. Unfortunately, they also found that very few AEC firms generate online leads at the benchmark rate of 40% or more and that AEC has the lowest growth rate out of all the surveyed professional service industries.

 Could this be because of its low level of online lead generation?

 The AEC firms that were more active online, developed a community and showcased unique assets such as a video saw an increase in new clients and more positive mentions about them online. One featured case study that supports the connection between online lead generation and company growth is the architectural firm Modative. About 90% of Modative’s leads come through the website. The firm receives about four warm online leads a week and its web traffic has increased from 10 visits a week to 400 per day in a short time by using search engine data available through tools like Google Adwords to find good keywords that increased search engine traffic. Modative wrote several pieces of educational content on the topic of “small lot subdivisions” and uploaded to their website in their Resources section and requiring an email address to download each piece. This contact info is added to the firm’s list of leads and becomes part of their sales pipeline.

One fascinating twist in their findings is that the AEC industry uses social media for recruiting more than any of the other industries. Perhaps there are lessons AEC marketers can learn from colleagues in the recruiting department.

If architects and engineers follow the online marketing trends of other professional services groups, could the industry see exponential growth, profitability and a new way to do business?

What do you think? Is online marketing the future for your firm?

Weekly Roundup for Week of April 9

I spent two days this week immersed in ideas with progressive firms and professionals who are investing in research + development for their work and testing how new technology can shift their practice. I'm still buzzing with new thoughts and eager to build on the connections I made. Stay tuned next week for what I took away from KA Connect. Architecture and Design Film Festival. The second annual Architecture and Design Film Festival brings 30-plus features, short films and events to the Music Box Theatre in Chicago.

ADFF 2012 includes Pruitt-Igoe Myth, a documentary about Pruitt-Igoe, a St. Louis housing project that became a symbol of modernism’s and public housing’s perceived failures. In the Eames documentary, architect and painter James Franco narrates Jason Cohn and Bill Jersey’s look at Charles and Ray Eames, the king and queen of midcentury modernism.

Eating in Nature. Bamboo Wing restaurant in Vietnam exemplifies the merits of steel-free design.

World Architecture News highlights a slideshow of images that showcase a breath-taking restaurant and event venue by Vo Trong Nghia Co., Ltd at Flamingo Dai Lai Resort in Vinh Phuc province, Vietnam. Constructed entirely using bamboo as a structural and finishing material, the rustic interior is the perfect backdrop for romantic dinners, celebratory drinks and events such as weddings or official ceremonies.

Interview with Frank Gehry.  The 83-year-old architect talks to the Wall Street Journal about his 12-story Opus Hong Kong, the most expensive piece of residential real estate ever built in the city.

“It’s an honor to be called to do a building, especially on a site like this, on the Peak in Hong Kong. It is a once in a lifetime opportunity, and I accepted it that way, and I wanted it to be special. I didn’t want it to be a sore thumb, because you can see it from Central. So I didn’t paint it red.” –Frank Gehry

related: Bloomberg Businessweek

Design Competition. Designs by finalists in competitions aimed at re-imaging three sections of the National Mall are on display and open for public comment. Which is your favorite?

According to Architectural Record, the 12 schemes are available for viewing April 9-15 at the Smithsonian Castle, the National Museum of American History. The concepts seek to restore and improve Constitution Gardens at the Mall’s west end; the Washington Monument Grounds at Sylvan Theater, near the center; and Union Square at the east end, near the Capitol. Some aspects call for the construction and/or renovation of structures.

Friday Features: Weekly Roundup for the Week of April 2

We are starting a new series where we highlight some of our favorite news and online finds for the week. Please share!

Social Media Buzz: Mashable presents 9 key ways to add LinkedIn to your company’s website.

LinkedIn is not only the most useful social network for recruiting, but it’s also 277% more effective at generating leads than Facebook and Twitter. This article shows you how to make it easier for your website visitors to share information with their links, stay connected with your company and to get to know you better as well.

Rising Waters: The Washington Post writes about Architects exploring the design of floating homes as sea levels continue to rise in coastal cities.

“Climate change will require a radical shift within design practice from the solid-state view of landscape urbanism to the more dynamic, liquid-state view of waterscape urbanism.” - Danai Thaitakoo, landscape architect

related: Waterstudio.nl

100 Years Contest: AIA Florida celebrates its 100-year anniversary by finding out the public’s favorite Florida architecture.

Vote for your favorite building among 100 candidates.

related: AIA Florida

Reuse Renaissance: Downtown Los Angeles' retro-chic makeovers show how retail and restaurants can transform a neighborhood. By @Gluck in the Architect's Newspaper

"With an abundance of largely intact historical buildings, architects and designers have paid homage to the past by restoring or re-creating many of classic features while adding a modern sensibility."

related: Kelly Architects, Killefer Flammang Architects, SO/DA

Urban Debate: The New York Times asks, Should Los Angeles New Yorkify? A panel of urban designers, Angelenos and writers weigh in on the topic. By @RoomForDebate

"Millennials are embracing the urban lifestyle by the tens of thousands, especially along the Red Line subway between downtown Los Angeles and Hollywood (two neighborhoods that are every bit as urban as most of Manhattan and, in fact, often stand in for Manhattan in the movies)." - Bill Fulton, Smart Growth America

Sustainability Education: Eco-Structure features an architect’s story how he took parent participation to a new level by hosting a series of sustainability workshops at his son’s school.

"I have taught undergraduate and graduate students in many parts of the world, but few occasions have been as rewarding as this one for elementary school students. The children were excited to learn about ways in which they can protect the planet and build a better future." - Pablo La Roche, HMC Architects

related: HMC Architects, HMC ArchLab

Putting It All Out There

I’ve known for many years that writing a book is no easy task. I pitched the publisher, managed the writing, editing, image selection, etc. of EDAW’s first book Designing Public Consensus with author Barbara Faga in 2005. I distinctly remember prying the manuscript from her hands on the day of our final deadline. I now completely understand the difficulty of letting go of something that bears your name. I’ve since apologized to Barbara for not being more empathic. I was fully prepared to put in the long hours, but my family wasn’t. When I worked on Designing Public Consensus, I was married with no children and my husband accommodated my schedule by having dinner ready when I finally arrived home from work and I learned to happily eat tacos 3 nights each week. This time, my husband has a much broader range of recipes, but we also have two young kids. Working late wasn’t really an option, so I started my days at 5am and a couple nights a week I’d plug back in after the kids went to bed. After a while, this started to wear on me. Working a few hours on Saturdays and Sundays and few hours here and there on vacations, this started to wear on my husband.

My co-author Holly Berkley, who has written two books prior to this one, also has her own consultancy, a husband and two young kids—but somehow she manages this smoothly. I’m so glad to have had her throughout this process to lean on, complain to and learn from.

I had mixed feelings about letting go of this manuscript. “Perfect is the enemy of done”—a mantra a former boss used to recite to me. This went through my head daily, but there was always seemed to be one more thing. Finally we finished it. Now it’s out there for the world to judge.

The product of 13 long months, Social Media in Action: Comprehensive Guide for Architecture, Engineering, Planning and Environmental Consulting Firms is now available as an ebook for $9.95 and the print version will be available next week for $29.95. You can even enter to win a copy on from our AEC Idea Exchange Facebook page by posting your favorite design or planning site, tool or event on social media.

However you come across a copy—if you come across a copy—and if you read it, we’d love to know what you think. And if you like it, please tell someone about it.

HMC Architects' Social Media Story Telling

As with any learned skill, story telling on social media takes practice. When we started working with HMC Architects in June 2010, they had already established themselves as one of the top architecture firms to follow on Twitter. From the start, they used Twitter to connect with and share knowledge and resources with others in the AEC industry and this approach continues to serve them well.

However, the firm's blog was simply an extension of their newsroom -- predominantly announcements of new projects, press coverage, new hires and promotions. In July 2010, the firm started creating content that told the stories of its work and its professionals largely by interacting with employees behind its firewall through an internal blog to mine for stories that readers might find interesting on their external blog.

Over time, HMC was able to learn from the blog and Facebook posts that prompted people to respond and share.

We created this timeline of HMC's social media path to illustrate the many lessons they learned over the years of consistently publishing content and ideas and closely monitoring what worked and didn't in terms of engaging their readers. Social media requires an ongoing process of trial and error. Even though their storytelling has matured and is effectively engaging readers, HMC continues to try new things.

There are lessons here for anyone starting or evaluating their social media program, perhaps, the most important message is that social media success takes time and consistent posting to understand what your fans and followers want.

What are some of the events that have shaped your social media strategy?

A large format version of this timeline is currently on display in the "Presenting Architecture" exhibit at the American Institute of Architecture San Francisco Chapter.