This week’s interview is with Claudia Lorusso, Architect and Social Media Manager from the beautiful Bari, Italy. Claudia has always been passionate about social media and technology, so after graduating with a degree in architecture, she started to work for archilovers.com and the Archipassport Network.

Her position at archilovers provides a great example of how technology can create jobs in field of architecture. Developing and implementing their web marketing and communications strategies is an area that architectural firms should think more of in the future; we can no longer deny the importance of digital PR.

Let’s now hear Claudia’s opinions on that. Here are her thoughts on architecture, new technologies and social media.

Enjoy!

What made you decide to become a social media manager for archilovers.com (A social network for architects)? Was there a particular moment that sealed the decision for you?

Oh this is a nice story.

I still was an undergraduate student when I received a message on my Archilovers profile from my current CEO, he found me on the platform because at that time I was an ordinary user. Ok, maybe not that ordinary, because unlike others I completed my profile with all information about me and especially my social links. Four years ago people in Apulia were already using facebook, but few of them were using it “business” wise. At that time I was also using Facebook, Twitter, Instagram and Linkedin of course. And that was the key.

After a brief exchange of messages with my CEO we set up a meeting, and I was shocked when I discovered that the Headquarters of Archilovers, Edilportale, Archiproducts and Archiportale were located in my city. I never knew that, not even suspected it.

A while later I was coordinating all of the communications that were passing through our social channels, giving tips to the people that were helping me with 21 channels of the network.

What do you find the most fulfilling about your current job as Social Media Manager?

Since I started working with social media a new world opened to my eyes, and that’s changed my life. Literally. When you work with social media you could find yourself checking emails at 5.30 am, or check if people have left comments at your latest post, how many retweets or likes it has received. It’s all about communication with people. People is the real value of social networking and the relationship that you build with them.

But, I’m not doing that for my company. In each post, in each answer to our followers there’s a part of me. I’m doing that for myself.

Confucius said “ Choose a job you love, and you will never have to work a day in your life ”. In my case my job has chosen me, and I couldn’t have been any luckier and glad to combine my passion for social media with what I love most in the world which is architecture and design.

How has your architectural training helped you in your current job? What specific/transferable skills have proved the most useful?

Before entering the Architecture Faculty I graduated from the Classical Lyceum. I studied ancient languages (Latin and ancient Greek). It is said that they helped to thinking in a logic way. I think the same about the architecture faculty.

If I am now a problem solver, a team-worker and proactive maybe I should thank my training as an architect. Not to mention my current good taste for architecture, interiors and design products, of course.

Do you have any advice for architects who are interested in marketing their practice or projects via social media? Which tools and resources are the most effective?

As for a brand, the presence of an architect or architectural firm is essential on social networks, more than ever before. But launching a Facebook page or a twitter account is perhaps the last step of a process that before this step, should have affected the marketing strategies that generally you want to pursue: identify goals, choosing which are the most appropriate channels, developing a content strategy and creating an editorial calendar. Like any other marketing initiative social media are far from being cheap in terms of time and budget allocation.

Being on platforms specialized in architecture as Archilovers, which already has a large community both on the site and on social networks could be a very useful tool for architects and designer. In a few words, engaging the media of this particular field could represent a good start. Without forgetting that a good project without good pictures equals a bad project.

Do you think it is possible to acquire new clients with a good online communication strategy?

Yes I do. The online population is growing, and the most popular sites where people spend most of their time are search engines and social networks.

Bringing the communication on social networks it’s like screaming in a square full of people, with a huge difference: you don’t seem crazy.

But more important than acquire a new client is the possibility provided by them of being close to the client, being in touch with him. For both a single architect or a firm being on social networks means they can guarantee their clients high quality answers in a quick time.

How do you see the future of architecture? In which areas (outside of traditional practice) can you see major opportunities for up and coming architects?

This is a tough question. Architecture is one of the most ancient jobs in the world. A lot has been already invented, but I’m quite sure there is a lot more that should be done. I’m referring in particular to the 3d-printing industry, the augmented reality and self-made architecture. Those three topics are in their very early stages, and I guess very soon they could affect the “traditional” architecture practice.

About Claudia

Claudia was born in Italy 27 years ago. She graduated from the Polytechnic University of Bari in Architecture and has always been passionate about social media, technology and startups. Just before graduating, she started working for a multi-platform company, proving her skills in Marketing and Social Media, Facebook campaigns, digital PR and community management.

The post How to Use Social Media to Market Your Architectural Business with Claudia Lorusso appeared first on Archipreneur.

This week’s interview is with Enzo Maiorano, the Co-Founder of Archilovers.com, Archiproducts.com, Archiportale, Edilportale and the Archipassport Network.

The founding team started their first Internet platform in 1999. Since then, their architecture & design network has consistently grown and expanded. Their newest company, archilovers.com, is a social network for architects and designers worldwide, with over 900,000 registered users.

I hope you enjoy the interview!

Please tell us a little bit about your international architecture & design network. What services do you provide for the creative community?

We have a mission: to use the internet as a medium to connect people, projects, and products in the Architecture and Design field. Our aim is to improve efficiency and productivity in all design and construction processes.

We created a network of four web portals: archiproducts.com, archilovers.com, edilportale.com, and archiportale.com. They make up an active platform where leaders of the construction sector – architects, businesses, manufacturers, service companies, and customers – interact in a really stimulating way.

Our business model is based upon “leads”, qualified contacts which represent a link between the offer and demand of products and services, between architects and manufacturers, companies and architects, businesses and manufacturers. We strive to create contacts that spark the right business opportunities.

What made you decide to become an Internet entrepreneur and start archilovers.com and your other websites? Was there a particular moment that sealed the decision for you?

Standard answer: we felt a real lack of communication and information in the building sector between 1995-2000. This became the turning point for us to create a single, trusted source of information geared towards architects. It was to be a resource for information (specifically building regulations) where you could also buy and sell architectural products.

Actual answer: the endeavor came from the need, back in 2000, to find a buyer for an antique floor made of traditional Apulian stone from one of our houses that was being demolished. We couldn’t find a proper place to post the ad, so we decided to create one ourselves. For the record, that floor is now installed on the terrace of my summer home!

How has your architectural training helped you in the actual running of your business? What specific/transferable skills have proved the most useful?

Thanks to all of our planning and building experience, we were able to create a web platform which implemented the language typically used by architects (our main target). It was a portal by architects, for architects. Furthermore, our engineering background allowed us to approach the creation of the start-up and ensuing business organization from a technical vantage point.

Creativity is a necessary quality if you want to start a business, but a certain degree of technical knowledge is also crucial. A company must have solid foundations, follow clear and straightforward procedures, be flexible and likeable, and have the ability to reinvent itself at a moment’s notice.

Very often we develop our services and new business areas as if we were planning a building.

Do you have any tips for architects & designers who want to build or expand a business online?

In my opinion, it is becoming increasingly difficult to create a relevant community because the bar for evaluating new projects is becoming increasingly high, so big investments are becoming a must. If you don’t have a huge budget, at least try to come up with a simple, yet groundbreaking idea that you’re sure will take off!

The architecture and design field is still in need of radical innovation, so there’s definitely room for creation and improvements.

How do you see the future of architecture? In which areas (outside of traditional practice) can you see major opportunities for up and coming architects?

I’m especially fascinated by augmented reality and think there’s still so much that can be done with it.

When utilised in the planning process together with BIM files, it has the potential to exponentially maximize the efficiency and control of a project. It also facilitates communication between the client and architect.

About Enzo

Enzo was born in 1972 in Puglia (Southern Italy). He earned a degree in Building Engineering in Bari and in 1999, achieved a Master of Science in Construction Management in Coventry (UK).

He worked for one year as a Construction Site Manager and Executive Designer at Pizzarotti, one of the most noteworthy General Contacting companies in Italy. He co-founded the Archipassport.com Network, of which he is currently the Chief Design Officer, Marketing Manager, Executive ‘Architecture and Design’ Editor, and Business Developer.

He is passionate about the sea, architecture and design, and is the author of numerous projects including the headquarters of the Archipassport Network and other stunning residences overlooking the beautiful coast of Puglia.

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