Using social media

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The why and where of Social Media to grow business and boost profit

With the growth of web communications and hence social media there has been a change in the way we communicate with our customers and how they communicate both with and about us. As with so many new developments this is an opportunity if used properly and a threat if ignored. Chris Ashworth looks at how aspects of social media have developed and how they are being used by the construction industry.

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  • How do you find people? Is this how you get the majority of your business? No, me neither.What gets you work is your real life contacts.
  • How do you find people? Is this how you get the majority of your business? No, me neither.What gets you work is your real life contacts.
  • These days, before you pick up the phone, you might just be tempted to check them out online
  • Notice that we’re talking about an individual hereIf they have a properly prepared profile on Linkedin, this is what happens next.
  • Because Linkedin is so big and public profiles are indexed by google, its the best way to be found by google, which is where everyone looks.There are 2500 people called Peter Wells on Linkedin, but if you search Google for our Peter Wells you’ll find him first, because we optimised his profile for google.This listing appeared 24 hours after we tweaked his profile – its now right at the top.
  • This is what you see if you click through.Tells a visitor everything they want to know about Peter.Is this the right Peter Wells?What does he do?What do I have in common with him?How do I get in touch or find out more?If your people do business with people, they’ll be searching for them online. Make sure they are found in the way you want. Linkedin can make this happen.
  • At 2nd level – the people my connections know directly.This means that you can look people up and find out if someone you know, knows them.
  • Indium Corporation’s 14 Bloggers create expertise and long tail search engine results.
  • And you don’t have to be huge to be helpful.
  • If you don’t have a lot of products, then make sure wherever your information is listed the suppliers or directories have this kind of level of usefulness. Help your specifiers find what they need.
  • Using social media

    1. 1. AIS Conference – Building a Better ContractorChris Ashworth Using Social Media Serving the interiors sector www.ais-interiors.org.uk
    2. 2. AIS Conference – Building a Better ContractorWhere do you get your business? 2 Serving the interiors sector www.ais-interiors.org.uk
    3. 3. AIS Conference – Building a Better Contractor Your advocates speak well of you when youre not there. Nicole Bachmann 3 Golf by Robert Scoble Serving the interiors sector www.ais-interiors.org.uk
    4. 4. AIS Conference – Building a Better ContractorBefore you call…tylerdurden Serving the interiors sector www.ais-interiors.org.uk
    5. 5. AIS Conference – Building a Better Contractor Serving the interiors sector www.ais-interiors.org.uk
    6. 6. AIS Conference – Building a Better ContractorHow Linkedin Works via Google 6 Serving the interiors sector www.ais-interiors.org.uk
    7. 7. AIS Conference – Building a Better ContractorYour Public Home Online 7 Serving the interiors sector www.ais-interiors.org.uk
    8. 8. AIS Conference – Building a Better ContractorCommunication Serving the interiors sector www.ais-interiors.org.uk
    9. 9. AIS Conference – Building a Better ContractorCommunication Serving the interiors sector www.ais-interiors.org.uk
    10. 10. AIS Conference – Building a Better ContractorDecision Making Process AWARENESS PRODUCT DIRECTORIES INTEREST PRESS COVERAGE ADVERTISING LITERATURE EVALUATION DIRECT MAIL MEETINGS TRIAL PPQ ADOPTION Serving the interiors sector www.ais-interiors.org.uk
    11. 11. AIS Conference – Building a Better ContractorAn Array of Choices Courtesy IAS B2B Serving the interiors sector www.ais-interiors.org.uk
    12. 12. AIS Conference – Building a Better ContractorWhat’s Available • Social Networks • Blogs • Micro Blogs • Video • Sharing Serving the interiors sector www.ais-interiors.org.uk
    13. 13. AIS Conference – Building a Better ContractorSocial Networks • Facebook • LinkedIn • Building Network • Property Network • tCn • RIBAnet Serving the interiors sector www.ais-interiors.org.uk
    14. 14. AIS Conference – Building a Better ContractorConstruction Media Index Architect Communication Channels Interior Designer Communication Channels Engineer Communication Channels Surveyor Communication Channels Main Contractor Communication Channels Specialist Contractors Communication Channels Housebuilder Communication Channels Residential Journal Readership Education Journal Readership Healthcare Journal Readership Retail Journal Readership Offices Journal Readership Other Commercial Journal Readership Factories & Warehouses Journal Readership Public non-Housing Journal Readership Key Journal Communications Online & Face to Face Communications www.cadvantage.co.uk/construction-research/cmi.aspx Serving the interiors sector www.ais-interiors.org.uk
    15. 15. AIS Conference – Building a Better Contractor Social Networks Serving the interiors sector www.ais-interiors.org.ukMembership of Social Networks - Construction Media Index: March 2011
    16. 16. AIS Conference – Building a Better Contractor Social Networks - LinkedIn Serving the interiors sector www.ais-interiors.org.ukMembership of LinkedIn - Construction Media Index: March 2011
    17. 17. AIS Conference – Building a Better Contractor Social Networks – Future Usage Serving the interiors sector www.ais-interiors.org.ukProportion expecting use of Social Networks to increase - Construction Media Index: March 2011
    18. 18. AIS Conference – Building a Better ContractorHow Linkedin Works on The Inside 18 Serving the interiors sector www.ais-interiors.org.uk
    19. 19. AIS Conference – Building a Better Contractor 1 19 Serving the interiors sector www.ais-interiors.org.uk
    20. 20. AIS Conference – Building a Better Contractor 1 20 Serving the interiors sector www.ais-interiors.org.uk
    21. 21. AIS Conference – Building a Better Contractor 1 21 Serving the interiors sector www.ais-interiors.org.uk
    22. 22. AIS Conference – Building a Better Contractor 3 2 1 1 3 22 Serving the interiors sector www.ais-interiors.org.uk
    23. 23. AIS Conference – Building a Better Contractor 3 2 1 1 2 23 Serving the interiors sector www.ais-interiors.org.uk
    24. 24. AIS Conference – Building a Better Contractor 3 2 1 3 2 3 3 24 Serving the interiors sector www.ais-interiors.org.uk
    25. 25. AIS Conference – Building a Better ContractorMy UK Network includes* 12 Construction Journalists 44 Property Developers 70 Quantity Surveyors 178 Construction MDs 182 Estate Agents 25 *2 degrees away Serving the interiors sector www.ais-interiors.org.uk
    26. 26. AIS Conference – Building a Better Contractor Blogs Serving the interiors sector www.ais-interiors.org.ukProportion reading work related blogs - Construction Media Index: March 2011
    27. 27. AIS Conference – Building a Better Contractor Blogs Serving the interiors sector www.ais-interiors.org.ukProportion expecting use of blogs to increase - Construction Media Index: March 2011
    28. 28. AIS Conference – Building a Better ContractorBlogs - Free Your Data Serving the interiors sector www.ais-interiors.org.uk
    29. 29. AIS Conference – Building a Better Contractor Long Tail Serving the interiors sector www.ais-interiors.org.ukthelongtail.com
    30. 30. AIS Conference – Building a Better Contractor Long Tail Searches Serving the interiors sector www.ais-interiors.org.uk
    31. 31. AIS Conference – Building a Better Contractor Tin-Silver Solder Alloy for Stringing and Bussing Solar Modules Serving the interiors sector www.ais-interiors.org.uk
    32. 32. AIS Conference – Building a Better Contractor Micro Blogs - Twitter Serving the interiors sector www.ais-interiors.org.ukMembership of Twitter - Construction Media Index: March 2011
    33. 33. AIS Conference – Building a Better Contractor Twitter – Work Tool Serving the interiors sector www.ais-interiors.org.ukIs Twitter used to help with work - Construction Media Index: March 2011
    34. 34. AIS Conference – Building a Better ContractorMicroblogs It’s not the Party 34 Serving the interiors sector www.ais-interiors.org.uk
    35. 35. AIS Conference – Building a Better Contractor 35 Serving the interiors sector www.ais-interiors.org.uk
    36. 36. AIS Conference – Building a Better ContractorVideo • Easy for viewer to understand • Increases exposure • Low cost Serving the interiors sector www.ais-interiors.org.uk
    37. 37. AIS Conference – Building a Better ContractorVideo http://btpreservation.co.uk/ 37 Serving the interiors sector www.ais-interiors.org.uk
    38. 38. AIS Conference – Building a Better ContractorVideo & Augmented Reality 38http://vimeo.com/31185562 Serving the interiors sector www.ais-interiors.org.uk
    39. 39. AIS Conference – Building a Better ContractorSharing Serving the interiors sector www.ais-interiors.org.uk
    40. 40. AIS Conference – Building a Better ContractorSharing is: Publishing 40 Serving the interiors sector www.ais-interiors.org.uk
    41. 41. AIS Conference – Building a Better Contractor Sharing : Free your Data 41 Serving the interiors sector www.ais-interiors.org.ukSika Sarnafil
    42. 42. AIS Conference – Building a Better Contractor 42 Serving the interiors sector www.ais-interiors.org.uk
    43. 43. AIS Conference – Building a Better Contractor Serving the interiors sector www.ais-interiors.org.uk
    44. 44. AIS Conference – Building a Better Contractor 44 Serving the interiors sector www.ais-interiors.org.uk
    45. 45. AIS Conference – Building a Better Contractor£3m in 10 months Quic kTime™ and a decompres sor ar e neede d to s ee this picture. 45 https://www.facebook.com/EACHhospices Serving the interiors sector www.ais-interiors.org.uk
    46. 46. AIS Conference – Building a Better ContractorRules • Integrated communications • Linking information • Feeding to website • Consistent messages • Information of value • Selected individuals communicate Serving the interiors sector www.ais-interiors.org.uk
    47. 47. AIS Conference – Building a Better ContractorChris Ashworth Su ButcherCompetitive Advantage Consultancy Ltd Contact: www.justpractising.com Strategy Development & Implementation Customer Research Twitter: @SuButcher Training & Development Images: Creative Commonschris@cadvantage.co.ukwww.cadvantage.co.uk Serving the interiors sector www.ais-interiors.org.uk
    48. 48. AIS Conference – Building a Better ContractorExercise Developing your Communications Plan • What are you trying to achieve with your communications? • Who do you wish to communicate with? • What communications channels are you currently using? • Which communications channels are most suitable? • What more should you be doing? • What resources do you have? Serving the interiors sector www.ais-interiors.org.uk
    49. 49. AIS Conference – Building a Better ContractorChris Ashworth Su ButcherCompetitive Advantage Consultancy Ltd Contact: www.justpractising.com Strategy Development & Implementation Customer Research Twitter: @SuButcher Training & Development Images: Creative Commonschris@cadvantage.co.ukwww.cadvantage.co.uk Serving the interiors sector www.ais-interiors.org.uk

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