Social Media in Construction and Property - Where are we Now?
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Presentation delivered to the British Property Forum Business Development Breakfast on 3 February 2015 More information and notes here: http://www.justpractising.com/social-media-in-construction-and-property-where-are-we-now
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Social Media in Construction and Property - Where are we Now?
- 1. Social Media Coast Gorad Boat by Mike Baird Where are we Now? Su Butcher justpractising.com
- 4. The Big Four
- 5. Facebook
- 10. Miguel Baigts Independent Article
- 11. Mikhail Nayko
- 13. Linkedin
- 16. 400,000,000+ members worldwide UK: 20,000,000 UK Construction & Property: 1,080,000 Construction 584,000 Real Estate 173,416 Civil Engineering 117,695 Architecture/Planning 104,884 Building Materials 81,303 Comm. Real Estate 23,376 Jan 2016
- 17. Linkedin
- 18. Linkedin
- 21. Long form Posts
- 25. Everything you write on social media is visible
- 26. • GroupsGroups • Private MessagingPrivate Messaging • Company PagesCompany Pages • Status UpdatesStatus Updates nostri-imago JustPractising.com/Profile
- 27. Twitter
- 28. Firehose Wikimedia Commons Twitter FIrehose Twitter SEO Hashtags
- 29. #Twitter10k
- 30. Google Plus
- 31. Circles
- 32. Authorship is Dead Author Ranking is not
- 33. https://ello.co/dredmorbius/ Data from January 2015
- 34. jasonahowie
- 35. Global Web Index Social Summary Q1 2015
- 36. Demographic Global Web Index: Social Summary Q3 2014 (any device)
- 37. The Big Four
- 38. Source
- 40. Selfies
- 41. Instagram
- 42. Tumblr
- 43. Pinterest
- 44. Youtube
- 46. @DMather4
- 48. The Future of Work
- 49. Skills Shortage Quote the biggest challenge for construction is finding enough skilled workers to meet demand” “ Mark Reynolds, CEO Mace
- 51. ashi You will Be More Visible
- 52. ashi You will Be More Visible if you differentiate
- 53. You will get more traffic erix
- 54. You will get more traffic If you talk to people erix
- 56. Things will happen If you are Remarkable Solarpowerrocks.com
- 57. Eggs in one basket James Lee
- 58. Eggs in one basket@SuButcher www.justpractising.com Images: Creative Commons James Lee
Editor's Notes
- Lets begin with A disclaimer
- Greg Barker knows that it’s not a good idea to make forecasts. I’ll leave that to Michael Fish. But I’m not completely relieving myself of the responsibility – lets look back… How social media has progressed over the last year or so Where we are now What opportunities have come forward How we can leverage SM to best advantage
- What is Social Media People having conversations and publishing on the internet – PEOPLE –
- What’s been happening. Four Big Platforms- changes and opportunities in big four
- Rumours of Facebook’s death were exaggerated (1/3 of US teens left in 2013, record growth in 2014 and since.). Lance Ulanoff of Mashable wrote a piece last week setting out how FB could take on Google. http://mashable.com/2016/01/28/facebook-domination/ Facebook Decline is Real but Leveling off (Jan 2014) http://mashable.com/2014/01/21/report-teens-declines-on-facebook-similar-to-broader-trend/
- PropertyWeek on twitter 48.9k followers Estates Gazette on twitter 43.7k followers
- Product companies less so. One reason for this is the way people use FB – specifiers for example, use it to talk to friends and family. They aren’t going to tell their mum they like a cladding material.
- Key is Facebook Ads. Algorithm affects what you see. Companies/organisations need to purchase ads to stay in the game. But the question remains if FB is the right place for your audience.
- But much bigger than a telephone directory – In October they announced membership had exceeeded 400 million worldwide. Of these over 18 million in the UK and over 1,000,000 UK construction and property professionals, over 18000 UK companies Its visitors also have a higher level of education and a higher net worth than the average internet audience. More business people, more professionals.
- Something is "borked" when it doesn't work correctly or misbehaves, generally due to negligence by the person(s) that are responsible for it.
- Recognise this person? Charlotte Proudman. September last year. Connected to a senior solicitor Alexander Carter-Silk who sent her a rather over complimentary message on Linkedin. She took offense at this (as is her right) but then she did something really interesting. She posted a screen shot of the conversation on twitter.
- HR and Comms meet in social media. There are no silos. Everyone who works for you has to realise that everything they write on social media is visible – even if only to one other person, so they need to bear this in mind.
- Last Conversation Piece by Juan Munoz Photo by Cliff (nostri-imago)
- UI – larger photos, banners for all. Look like FB! New profiles, Image editing and GIF support Sharing tweets through direct messages Ability to mute people and improvements in flagging/reporting tweets.
- In Aug 2015 turned firehose back on to Google (first time since 2011) – Following SEO work on hashtag pages increased logged-out user visitors tenfold
- UI – also looks more like Twitter Follower pages Why Google Plus? For Google SEO
- That's the big four. But big isn’t always big, and what you use depends on who you want to talk to. Our generation (30s and 40s) Linkedin, some Twitter, FB for friends and family. Google plus for experimenters Hard to find comparable statistics for a wide range of platforms. Look outside the big four at what else is happening.
- This is a breakdown of the top 8 most used platforms worldwide (excluding China) It shows that platform popularity for the under 25s is almost reversed from the over 35s. One of the reasons for this change is the popularity of mobile. http://insight.globalwebindex.net/social-q3-2014 http://www.engagesciences.com/social-target-audience-marketing/
- The other big four
- And this growth in smartphone use is high in the young.
- Mobile devices contributed to the mainstreaming of the selfie – here’s Ellen DeGeneres example from the Oscars last March.
- For the first time, half (53%) of online US adults ages 18-29 use Instagram. 49% of users use the site daily http://www.pewinternet.org/2015/01/09/social-media-update-2014/ Notice the use of instagram as a conversation platform – almost like a blog with the image as the post.
- All of these four platforms have a much larger proportion of the under 25s than Facebook, Linkedin or Twitter. All of them have post-and-comment structures and conversations are happening there.
- If you want to listen on an industrial scale, there are tools available. This tool, Radian6, scrapes 97% of the internet in real time, including twitter, facebook, linkedin but also forums and blogs and mainstream news sites. The graph shows the discussions about the decision not to list 5 Broadgate back in 2011. This analysis enabled me to show the architects (Make) that people were talking about the project on obscure forums, what they were saying, giving them the opportunity to observe, or respond as they wished. Radian6 is now owned by SalesForce and this listening service is available as part of their marketing cloud.
- Why does this matter? Because younger people are getting older, and older people are retiring. By the end of the decade half the work force will have grown up with the internet. They might not think that its anything to do with work yet, but when they are in their 20s they’ll want to use it.
- Mark Reynolds, CEO of Mace talking to Building Magazine in January 2015. As the market continues to pick up, the biggest challenge for construction is finding enough skilled workers to meet demand. All of us - that’s the industry and government - need to do better to attract new people into the profession otherwise we’re heading for an acute skills shortage as projects come down the pipeline.
- Our first prediction. You will be more visible
- If you differentiate yourself online, which means thinking about your audience and learning about them.
- Secondly, You will get more traffic
- If you talk to people online. Which means finding out where your audience is learning how to talk to them there.
- And finally things will happen – you’ll get more traffic, more downloads, more enquiries, more recruits and more business,
- If you are remarkable online. And remarkable means making good content people want to remark upon, so they have those conversations, wherever they are.