Social media in construction workshop

Copyright Room4 Consulting Limited, 2013

a small change can make a big difference

Social Media in the Construction

Industry

Tim Whitehill &Frankie Thomas

Room4 Consulting



Room4 provides a range of expertise designed to

deliver performance improvement to clients

and supply chain involved in the

construction industry

• Lean

• Sustainability

• Procurement & Bidding

• Performance Measurement

• Building Information Modelling

• Innovation & Growth



https://www.google.co.uk/imgres?imgurl&imgrefurl=http://blog.investis.com/en/?attachment_id=2015&h=0&w=0&sz=1&tbnid=c0S-Wmuz4P5HUM&tbnh=138&tbnw=365&zoom=1&docid=QJ1fahsgB3QCoM&hl=en&ei=sS_JUYPhKYanO8rKgaAJ&ved=0CAEQsCU



Introductions



Objectives of the Day

• Introduce the impact of SM in business• Introduce the many SM platforms and their uses• Introduce the process of Engagement Marketing• Understand how to integrate SM in to everyday

business practice -strategy, policy and implementation

• Explore the future of SM in construction

#socmedSECBE



What is Social Media?!



Social Media is …..

Digital media which encourage audience participation, interaction and sharing



Social Media – The Impact



• Over 50% of population have Smartphones• Social networking accounts for 57% of usage

(email – 53%, search engines – 42%)• 63 million Tablets sold in 2011 – set to eclipse PCs

by 2014



The Big Four?

A micro blogging site – enables users to send text based posts of up to 140 characters

Quick output and response rates

Need to invest real time and energy. Fine balance between enough posts or overdoing it!

The original Social Network. Create profile pages, exchange information and data. Chat tool.

Good for engagement and brand development

Low B2B value, but good for B2C

A professional network. Create individual and company profile pages. Post updates, share data and content. Create and manage interest groups..

Allows customer focussed approach to marketing and promotion.

Blurred lines between personal and corporate ‘ownership’ of content

A social network operated by Google. Create profile pages, share content and info. Chat/video conf tool

Has all the things you need in one place.

Lack of integration with other tools and social media sites. Doesn’t seem to have the same take up as other sites.



• Tweet: A 140-character message.

• Retweet (RT): Re-sharing or giving credit to someone else's tweet.

• Feed: The stream of tweets you see on your homepage. It's comprised of updates from users you follow.

• Mention (@): A way to reference another user by his username in a tweet (e.g. @mashable). Users are notified when @mentioned. It's a way to conduct discussions with other users in a public realm.

• Direct Message (DM): A private, 140-character message between two people. You may only DM a user who follows you.

• Hashtag (#): A way to denote a topic of conversation or participate in a larger linked discussion (e.g. #AmericanIdol, #Obama).



What is Social Media Marketing?

Monitoring and facilitating customer-customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brands leading to commercial value. Interactions may occur on a company site, social networks and other third-party sites.



Avoiding Common Mistakes

• No clear strategy

• Undefined targets/measures

• No content (or even worse, its dull!)

• Lack of investment (time & resource)

• Lack of integration with other marketing streams



Turn your marketing on its head!

Target Audience

Suspect

Lead

Qualified Lead

Opportunity

Sale

Awareness – marketing, PR, advertising

Interest

DesireAction

Sale/Engage

Customer Satisfaction

Repeat Customer

Loyalty



Awareness

Interest

Desire

Action

Loyalty

Message

Optimisation

Message Amplification

Advocacy

Turn your marketing on its head!



Develop Your Strategy

Understand the market Plan Reach

ActConvertEngage

http://www.smartinsights.com/digital-marketing-strategy/

http://www.smartinsights.com/digital-marketing-strategy/



Before you start, listen first….

Understand the Market… Issues in the industry Who leads and influences? Where are your customers and

targets? Competitor Understanding Partner opportunities

The press is still relevant!

Start by following some well known people/organisations

Follow the trending hash tags

Which groups are popular?



SMART• What is the objective…• Set some realistic goals• How will you measure your success?• How does this align with your existing brand

and strategies?• What is your message – what is the end

game?

Plan Keep it flexible Set realistic goals Keep plans up to date Nothing is perfect

Reach Act Convert Engage



• What is the objective…

• Set some realistic goals– Up to three– Make them SMART!

• How will you measure your success? – What will success look like?– Failure is just one step closer to

success!

Activity: Start Your PlanEngage with a new audienceIncrease repeat customDevelop your brandLaunch a new product

How many?By when?Who will do it?

KPIsGoogle analytics



CONTENT HUBWebsite

BlogPortal

BRAND CONTENT CREATIONCreate useful shareable content: Blogs, videos, photos, audio, webinars

CONTENT MARKETINGOptimise and amplify your message on Social Media

ENGAGEDirect communication with targets and customers:Newsletter, hashtags, direct mail on LinkedIn, Direct Message on Twitter

PUBLISH

MARKETING

AMPL

IFY TRAFFIC

TRAFFIC

TRAF

FIC

Reach Create your online

brand Keep it simple to start Develop a calendar of

activities/campaigns



Social media can be a lonely world…..

• Involve the team - One voice versus many– Corporate individual twitter

accounts– Anyone can write a blog– Content is everywhere

• Utilise peoples skills

Graphic designer

Blogger



Look out for the potential pitfalls.

• Lack of leadership support

• Lack of overall vision

• Forced adoption of the new system

• Unrealistic expectations and vague success criteria

• “Human” or cultural factors are overlooked

• Inadequate training of end users / under-resourced effort



Tools to make life easy (er)

• Retain and manage mailing lists• Templates and easy design features• Schedule & send• Measure and monitor• Interoperable activities – events,

surveys, social



Tools to make life easy (er)



What should I write about?

• What will hold their interest• What you know that they don’t• What you have access to that they don’t• It doesn’t have to be ‘original’ – just interesting

and relevant• Be authentic



DO• Be consistent – keep your

message on target and stick to your brand

• Build a strong network – stick with the movers and shakers

• Be engaging – communicate regularly

• Be a good listener!

DON’T• Rely on one application in

the long term• Be too pushy• Use social media for

‘broadcast’ only• Be too generic• Sell, sell, sell• Forget to thank people

Dos & Don’ts



Activity: Create a Campaign

• What is/are the objective/goals?

• What is your message – how will this translate into content?

• How will you engage and amplify?

• What is the plan?

Develop an engagement strategy for existing customers to drive repeat

business up by 10%

Create a Facebook page – target 25 likes in first three months

Create a quarterly newsletter for existing customers populated by blog

posts and twitter feed

Post one blog per month, tweet twice a day (not inc. retweets), post one status update a week on Facebook



Getting Results?



And remember…

5 Rs• Reason. Simply put: use reasonable etiquette, the same as you

would offline.• Represent yourself. Anonymous profiles lend themselves to

more negative content.• Responsibility. Make sure that what you’re saying is factually

correct, and also that it doesn’t violate any legal guidelines.• Respect. What you say online is a permanent record, so don’t

say anything online you wouldn’t feel comfortable saying to the whole office – with a camera rolling.

• Restraint. Before you hit that send button, pause and reread. If you wouldn’t want that particular thought or contribution forever associated with your name, don’t post it.

http://www.forbes.com/sites/jeannemeister/2013/02/07/to-do-update-companys-social-media-policy-asap





OOPS!



Social Media Ethics

• What are the ethical issues?– Personal use vs professional interest– Who ‘owns’ the contacts/content?– Is there a privacy issue?– I was an exotic dancer in a previous life!!

• Why does it matter anyway?



Create a Policy: Things to consider

1. The Policy should clarify account managers and responsibilities2. The policy should communicate to employees whether social media use in the workplace will

be prohibited, monitored, or allowed. If allowed, the policy should provide guidelines as to what constitutes reasonable use.

3. The policy should caution employees that they have no expectation of privacy while using the Internet on employer equipment - If employees will be monitored, the policy should inform employees of that monitoring.

4. The policy might also require employees who identify themselves as employees of a particular company to post a disclaimer that any postings or blogs are solely the opinion of the employee and not the employer.

5. Employees should be advised that they should not use the company logo, seal, trademark, or other symbol without written consent of the administrator.

6. The policy might prohibit the posting of pictures of employees in uniform or on duty.7. The policy should also address the protection of confidential and company information and

information about customers or clients.8. All employees should be required to sign a written acknowledgment that they have received,

have read, understand, and agree to comply with the social media policy.

http://strategicallysocial.blogspot.co.uk/2013/05/how-to-drafting-social-media-employee.html

http://strategicallysocial.blogspot.co.uk/2013/05/how-to-drafting-social-media-employee.html



Feeling Brave?Some other platforms



‘Government will require fully collaborative 3D BIM as a minimum by 2016’

The Future?



• PEOPLE An industry that is known for its talented and diverse workforce

• SMART An industry that is efficient and technologically advanced

• SUSTAINABLE An industry that leads the world in low-carbon and green construction exports

• GROWTH An industry that drives growth across the entire economy

• LEADERSHIP An industry with clear leadership from a Construction Leadership Council

Hot off the Press! A vision for the future…

https://www.gov.uk/government/publications/construction-2025-strategy





Hot off the Press! A vision for the future…

Lower Emissions50%

Lower costs 33%

Faster Delivery50%

Building Information Modelling?

Industry and Government have made a good start through their joint commitment to the Building Information Modelling (BIM) programme.

However, the challenge is significant and opportunity vast.

Government will mandate BIM for all centrally procured Government contracts from 2016. Industry must therefore meet the challenge – only through the implementation of BIM will we be able to deliver more sustainable buildings, more quickly and more efficiently.



Don’t believe the Hype!

People & Process; 80%

Technology; 20%

“Your biggest investment is not going to be the BIM technologies themselves, but the change management you will have to put into effect throughout your organisation.

BIM is about a process and that’s where the real cost will be. There’s really only one way of benefiting from the process and that’s to have a fully integrated internal and external team.”

Stephen Griffin, Allies and Morrison.

http://www.building.co.uk/bim/the-route-to-bim-in-10-steps/5049305.article?bid=7247935&cid=55256&seg=Cell1&lid=51312






this is just construction in the age of information

People<People



Thank You

Tim WhitehillManaging Director

Room4 Consulting Limited6E Capenhurst Technology Park, Chester, CH1 6EH

T: 0151 339 9355 D: 0151 339 9339 M: 07795 632 335Email: [email protected] Twitter: @room4timWeb: www.room4consulting.co.uk

mailto:[email protected]

mailto:[email protected]

http://twitter.com/room4tim

http://www.room4consulting.co.uk/

Social media in construction workshop

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