Building Social Excellence: Insights on the Construction Industry

B2B Industry Spotlight/ Building Social Excellence © Brandwatch.com | 1 © Brandwatch.com

Brandwatch Report/B2B Industry Spotlight:

Building Social Excellence

B2B Industry Spotlight/ Building Social Excellence © Brandwatch.com | 2

Industry OverviewIn most developing countries the construction industry makes up almost 10% of total gross domestic product. The industry, unlike any other, literally surrounds us, and importantly, it directly affects the way we live our lives.

The efficiency of your local road infrastructure can increase or decrease your work commute by hours. A hotel renovation during your holiday can make or break your precious time off. A well designed office can improve your employees productivity and attract the best to your workspace.

Each and every one of us has an opinion on construction. Many use social platforms to voice and amplify these opinions to millions across the globe. Crucially, construction firms need to listen to these opinions. They need to understand the effect their work has on the thousands of people who interact with it on a daily basis. Social is the first medium that provides unfiltered, honest opinions on this subject. Those who harness this information will, undoubtedly, be the ones creating better constructions in the future.

Contents

Industry Overview ..................................................................................................................2

Social Index .............................................................................................................................3

Breakdown of Brand-Audience Activity ............................................................................4

Brand vs. Audience Conversation .....................................................................................5

Facebook Content Analysis ................................................................................................6

Social Recruits .......................................................................................................................7

Key Insights .............................................................................................................................8

Thank You ...............................................................................................................................9


Social IndexThe following index ranks leading US and UK construction companies’ online presence and social activity performance according to a series of key criteria. Brands are evaluated on the number of positive and neutral mentions they received online over a 12 month period. Social mentions were weighted more than news mentions, meaning smaller brands with successful social activities could compete against larger brands with many news hits. The maximum possible score of this index is 20 points.

RANK COMPANIES OVERALL MENTIONS NEWS HITS INDEX SCORE

1 Carillion 50,494 4,940 18.75

2 Mitie 25,447 1,552 17.25

3 Fluor Corp 38,597 6,609 15.75

4 Balfour Beatty 43,885 7,659 15.75

5 BAM Construction/Nuttall 24,445 2,252 15.5

6 Interserve 26,590 2,899 15.5

7 ABC Supply 22,521 1,910 14.75

8 Kier Group 21,170 1,978 13

9 Bechtel 23,046 3,723 12.5

10 PCL Construction Enterprises Inc 18,613 417 12.25

11 Kiewit Corp 20,200 2,002 11.75

12 KBR 19,194 3,331 8.75

13 Morgan Sindall 11,979 1,787 8.25

14 Laing O’Rourke 12,073 2,073 7.25

15 Gilbane Building Co 6,214 775 6

16 Jacobs 13,408 3,957 5.5

17 Galliford Try 9,698 2,466 4.75

18 The Turner Corp 5,614 1,591 3

19 Clark Construction Group 2,735 645 2.75

20 Keller 2,018 913 1


Breakdown of Brand-Audience ActivityEach year 80,921 tweets directly mention one of the top twenty brands in the industry. There is no argument about whether or not stakeholders use social to engage with construction brands, they do. Some of the leading brands generate almost 20 direct mentions an hour. Most mentions contain a question directed at the brand, for example “when will @BAMConstructUK’s Oxford Uni redevelopment be completed?”

Therefore, the majority of these 80,921 mentions require a response. Yet, just 1,395 direct responses are posted by construction brands each year. In other words 98% of mentions are left unanswered. Companies have an obligation to share relevant information with those who need it. Moreover, this direct one-on-one social connection builds a relationship. This relationship is public, and thus, other stakeholders’ perceptions of the brand improve. Customer service is enhanced and ultimately future sales can be secured from this simple and cost-friendly interaction.

AUDIENCE

• @MENTIONS

• RETWEETS

• REPLIES

BRAND

• TWEETS

• RETWEETS

• REPLIES

BRAND AND AUDIENCE ACTIVITY

11%

7%7%

60%

14%

1%

Analyzes 132,174 tweets taken from March 11th 2015 - March 11th 2016.


Brand vs. Audience Conversation When companies fi rst started taking customer service inquiries via telephone, they realized that a nine to fi ve availability was completely impracticable. The majority of customers couldn't call during work hours and instead needed to communicate with brands in the evening and on weekends. The same is true for social. Most employees are encouraged or forced not to use social media during work hours. Therefore, many customers interact with brands on weekends and after-work hours. Construction fi rms needs to react to this and increase their engagement on weekends and evenings to match their audiences’ schedule. Doing so will dramatically increase engagement and allow real-time direct conversations.

BRAND AND AUDIENCE ACTIVITY BY DAY

• BRAND • AUDIENCES

0%

5%

10%

15%

20%

25%

SUNSATFRITHURWEDTUEMON

PERC

ENT

OF

WEE

K'S

TWEE

TS

BRAND AND AUDIENCE ACTIVITY BY HOUR

• BRAND • AUDIENCES

PERC

ENT

OF

TOTA

L CO

NVE

RSAT

ION

Analyzes 424,286 mentions taken from March 11th 2015 - March 11th 2016

0%

2%

4%

6%

8%

10%

11PM3PM 6PM 9PM12PM9AM6AM3AM12AM


Facebook Content Analysis Engagement is a well-known, but important metric for any brand on social. Notably on Facebook, shares possess the most value. A share multiplies the brand's potential reach. Instead of being shown on the news feed of a brand’s followers, the post will also be shown to every friend of the sharer. Videos generate the most shares for construction brands, yet they are only used in 7% of posts. Brands should consider investing more in video content to benefit from the increased exposure it provides.

FACEBOOK POST FORMAT PERFORMANCE

7%

8%

55%35%

Likes: 47Comments: 2Shares: 5




Photo (55%)

Video (8%) Status (2%)

Image Link (35%)


2%


Social Recruits In America, one in every 50 people work in construction and on average, 8% of these workers move jobs each year. This means recruitment within the industry is vitally important. In fact, conversation about careers and recruitment makes up 8.3% of all construction mentions, far more than the B2B average of 3.9%.

Some industry leading brands utilize social media to help meet their recruitment needs. Interserve, Balfour Beatty and Carillion receive the most mentions relating to jobs while Mitie use their own account to provoke recruitment conversation with 36.2% of all their owned mentions relating to jobs.

NUMBER OF PEOPLE TALKING ABOUTGETTING A NEW JOB IN CONSTRUCTION


= 100 PEOPLE

• 1 YEAR (33,920) • 1 MONTH (2,826)

• 1 WEEK (707) • 1 DAY (101)


Key InsightsConstruction can truly stand the test of time. Today, 2.5 million people visit Pompeii each year to marvel the foundations of the ancient city. There’s a clear and distinct connection we feel towards construction and this is, in part, why 400,000 people mention construction companies online each year.

Fundamentally, construction firms design and build to better serve inhabitants. The companies that competently understand the acute needs of the national and local culture they’re building in will be more efficient and effective in their work. That reason alone proves why firms should invest in social listening - to gauge and understand how their work will affect their customers.

This shift towards a customer directed construction service is inevitable, the brands who react first sweep up the market share, while those that wait miss a potentially industry defining opportunity.

Demonstrating Social Media’s Importance Volume: 424,286 mentions are directed at leading construction brands each year.

Opinionated: 45,000 mentions each year express positive or negative sentiment about the construction industry.

Unengaged: Average engagement per post for construction firms is strikingly low at just 22 likes, retweets and comments per post.

Jobs: 8.3% of all mentions were about recruitment. That’s 101 new mentions a year.

Global: Mentions recorded from 199 countries around the world.

Brandwatch Use-Cases:• Campaign Intelligence

• Crisis Detection & Management

• Competitor & Market Intelligence

• Consumer Insights

• Content Strategy

• Customer Service

• Employee Recruitment, Compliance & Activation

• Influencer Marketing

• Product Strategy

• Reputation & Brand Management

• Social Media Command Center

• Social Selling


Thank YouBrandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.

The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.

The Brandwatch platform is used by over 1,200 brands and agencies, including Cisco, Whirlpool, British Airways, Sony Music, and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around theworld including Brighton, New York, San Francisco, Berlin and Singapore.

Brandwatch. Now You Know.

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Building Social Excellence: Insights on the Construction Industry

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Transcript of Building Social Excellence: Insights on the Construction Industry