Post on 16-May-2015
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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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Introductions
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
What is Social Media?!
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Social Media is …..
Digital media which encourage audience participation, interaction and sharing
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Social Media – The Impact
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
• 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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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.
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
• 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).
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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.
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Awareness
Interest
Desire
Action
Loyalty
Message
Optimisation
Message Amplification
Advocacy
Turn your marketing on its head!
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Develop Your Strategy
Understand the market Plan Reach
ActConvertEngage
http://www.smartinsights.com/digital-marketing-strategy/
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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?
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
• 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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Tools to make life easy (er)
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a small change can make a big difference
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
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a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
Getting Results?
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
OOPS!
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a small change can make a big difference
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?
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
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a small change can make a big difference
Feeling Brave?Some other platforms
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a small change can make a big difference
‘Government will require fully collaborative 3D BIM as a minimum by 2016’
The Future?
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a small change can make a big difference
• 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
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a small change can make a big difference
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.
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
this is just construction in the age of information
People<People
Copyright Room4 Consulting Limited, 2013
a small change can make a big difference
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: tim.whitehill@room4consulting.co.uk Twitter: @room4timWeb: www.room4consulting.co.uk