Social Media in ActionThe good, the bad and the uglyClare WatsonDirector of Marketing, RIBA Enterprises LtdCIMCIG – 17th A...
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
Who are we?Wholly owned by RIBAThe knowledge arm of the RIBA260 colleagues – London / Newcastle / Newark & home basedServi...
Our brands and businessesSpecification Tools & GuidanceNational BIM LibraryPractice Management ToolsBuilding RegulationsCo...
Our brands and businesses
Our brands and businessesAdvertising / Direct mail /Email marketing/Sponsorship / Online PR
Our expertiseAreas of expertise:Design & specificationBuilding Information ModellingRegulations & standardsBuilding servic...
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
Personal use
RIBA Enterprises strategy 2010 - 2012
RIBA Enterprises strategy 2010 - 2012
RIBA Enterprises strategy 2010 - 2012
RIBA Enterprises strategy 2010 - 2012Professional use … B2C
RIBA Enterprises strategy 2010 - 2012B2B…not convinced…at first
RIBA Enterprises strategy 2010 - 2012We do business withindividuals
B2B Social Media MarketingDeveloped B2B experience in last 4 years within construction sector• Bloggs• Twitter• Facebook• ...
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
Source: Emotio
equals 10 million hoursSource: Emotio
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
Looking backBeen „dabbling‟ for a number of yearsDependent on enthusiastic individualsSporadicInconsistency of message„Bro...
In 2012Defined a clear purposeDefined a processDefined a teamDefined a scopeDefined the toolsDefines the measures and goal...
Social Media Purpose?ListenEngage & converseThought leadershipProvide serviceExtend reachDrive traffic....ultimately for i...
1. Company Story2. Setting a tone3. Primary Messages4. Secondary Messages5. Themes / Topics for discussion6. Participants7...
“You can trust NBS”“You can trust NBS informationto help keep you compliant”“Trust NBS to help keep yourproject documentat...
“BIM”“Specification throughoutconstruct process”“Sustainability inConstruction”GOOGLE NEWSSOURCESINDUSTRY NEWSGOOGLE ALERT...
TOPICS & THEMES
PARTICIPANTSTHE 4 W - WHO, WHAT, WHY,
CHANNELSWHICH ARENAS DOYOU HAVE APRESENCE
GENERAL GOALS“Drive Traffic”“Increase Reach”“Achieve Objectives”“Grow Network”“Increase Engagements”
RESPONSEGUIDELINES
NEGATIVECOMMENTS
Training3 levels of training:Core teamParticipantsCompany wideOngoing process!
Call to Action[PRESENTATION]Tell them what they will get[PICS][OPINION][SLIDES][VIDEO][NEWS]Use #hashtagsCreate short link...
1Image Posts2Link Posts3Video Posts4Status Posts5Gallery PostsFACEBOOK POSTS BY EFFECTIVENESS
1. Just broadcast information2. Ignore comments and messages3. Forget to check what you are posting4. Overuse the same pos...
1. Talk about passionate topics2. Post good content frequently3. Use content that is Humorous,Opinionated or Controversial...
www.emotio.co.uk - seo@emotio.co.uk - 020 8385 5050POST5-15TIMESA DAY
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
The GoodIt‟s good to listenMade connections & increased engagementSupporting „thought leadership‟Started and joined conver...
The GoodUsing mix of corporate &personality accounts#HashtagEvent micro blogging in conjunction withtwitter – „Build Qatar...
RIBA Enterprises strategy 2010 - 2012
The BadTime & resourceComplex business and brands = complex social mediaMaintaining different „voices‟Avoiding knee jerk r...
The BadPosting from wrong channelTweeting inappropriate photo of staff on night outDifficult LinkedIN negative commentaryP...
The Ugly!!!
Hashtag disasters#NorthEastBIMCompetition#nowthatchersdead#susanalbumparty
This tweet was made by the employee of a social mediamarketing firm working on behalf of Chrysler, who thought hewas tweet...
With a pint of beer in one hand and a glass of wine in theother, the worst thing you could accuse Ashley Payne of ismixing...
After an interview at Cisco Systems, Connor Riley (aka@theconnor) confessed in a tweet that she would hate thejob but reli...
According to the AP, UK politician Stuart MacLennan wassacked by Britains governing Labour Party "after he madeoffensive a...
To BBC viewers, Yvette Austin is the sober-suited environment correspondentwhose informative reports earned her an award l...
Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises Journ...
If I could do it all again?Invest in resource at startSimplifyDo less at oncePersonality account ownershipDo it earlier
My humble adviceSocial media can be scary and dangerousBut it can be a powerful marketing toolGet involved but be prepared...
My humble adviceTrain the teamTrain your organisationDo a few channels wellStart small and buildEngage don‟t broadcastExpe...
RIBA Enterprises strategy 2010 - 2012@clare_watson@thenbs@riba_ps@riba_cpd@ribajobs@ribabookshops@ribainsightThank You
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
Social Media in Action - The Good, The Bad and the Ugly
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Social Media in Action - The Good, The Bad and the Ugly

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Clare Watson, Head of Marketing RIBA

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  • I first encountered SM as most people of my era did.. Friends reunited in 2000 as a way of looking up old boyfriends
  • I then discovered Facebook in 2008 as an even better way of looking up old boyfriends.. Plus a way of spying on my children (foolishly they added me as a friend!)
  • Linked in followed for me as my ‘professional’ facebook
  • Thanks to aforementioned sons.. Music career aspirations I discovered Myspace where I promoted my long haired rocker son’s band.
  • Twitter, 4Square, Instagram and Google Plus followed....
  • OK so we have established that I like technology, staying in touch, tweeting ex 80’s stars and being nosey about ex boyfriends... But what does that mean for business
  • I started exploring SM for marketing in the noughties when I worked in B2C for Coats crafts as a way of setting up communities and communicating with my very loyal audience
  • But business to business ... I was not convinced other than networking via LinkenIN
  • Realised that even in a B2B world... It is individuals with whom you need to connect and social networking is how people increasing communicate and connect. You have to go where your audience is.
  • I’m not an expert, I’m not Mark Zutterberg or one of the other consultantsyou might have heard at other seminar. What I want to share with you is my learning curve
  • Its massive and it growing – just yesterday my eldest son tweeted about Vine...
  • Social Media in Action - The Good, The Bad and the Ugly

    1. 1. Social Media in ActionThe good, the bad and the uglyClare WatsonDirector of Marketing, RIBA Enterprises LtdCIMCIG – 17th April 2013Digital Communications in Construction Marketing
    2. 2. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    3. 3. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    4. 4. Who are we?Wholly owned by RIBAThe knowledge arm of the RIBA260 colleagues – London / Newcastle / Newark & home basedServing both construction professional and supply chain
    5. 5. Our brands and businessesSpecification Tools & GuidanceNational BIM LibraryPractice Management ToolsBuilding RegulationsConstruction Information
    6. 6. Our brands and businesses
    7. 7. Our brands and businessesAdvertising / Direct mail /Email marketing/Sponsorship / Online PR
    8. 8. Our expertiseAreas of expertise:Design & specificationBuilding Information ModellingRegulations & standardsBuilding servicesPractice managementContracts & lawSustainabilityBuilding technologiesHealth & safetyHow do we support this:Market researchTechnical authorsInformation specialistsBIM specialistsSoftware developmentInnovation & DesignInvolvement with key industrybodies
    9. 9. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    10. 10. Personal use
    11. 11. RIBA Enterprises strategy 2010 - 2012
    12. 12. RIBA Enterprises strategy 2010 - 2012
    13. 13. RIBA Enterprises strategy 2010 - 2012
    14. 14. RIBA Enterprises strategy 2010 - 2012Professional use … B2C
    15. 15. RIBA Enterprises strategy 2010 - 2012B2B…not convinced…at first
    16. 16. RIBA Enterprises strategy 2010 - 2012We do business withindividuals
    17. 17. B2B Social Media MarketingDeveloped B2B experience in last 4 years within construction sector• Bloggs• Twitter• Facebook• LinkedIN• Dabbled in YouTube & Slideshare
    18. 18. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    19. 19. Source: Emotio
    20. 20. equals 10 million hoursSource: Emotio
    21. 21. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    22. 22. Looking backBeen „dabbling‟ for a number of yearsDependent on enthusiastic individualsSporadicInconsistency of message„Broadcast‟No clear understanding of purposeNo goals, measures, listening, reporting
    23. 23. In 2012Defined a clear purposeDefined a processDefined a teamDefined a scopeDefined the toolsDefines the measures and goalsDefine how to build followingEngaged with consultants - EmotioDid some trials – Ecobuild 2012 with Su Butcher
    24. 24. Social Media Purpose?ListenEngage & converseThought leadershipProvide serviceExtend reachDrive traffic....ultimately for increased brandawareness and revenue
    25. 25. 1. Company Story2. Setting a tone3. Primary Messages4. Secondary Messages5. Themes / Topics for discussion6. Participants7. General Goals8. Measured Goals9. Arenas10. Tools11. Listening Key Phrases12. Response Guidelines13. Disagreements & Negative Commentary14. Policy and Guidelines for staffShared Understanding per brand
    26. 26. “You can trust NBS”“You can trust NBS informationto help keep you compliant”“Trust NBS to help keep yourproject documentation robust”Trust NBS for accurate information”PRIMARY & SECONDARY MESSAGES
    27. 27. “BIM”“Specification throughoutconstruct process”“Sustainability inConstruction”GOOGLE NEWSSOURCESINDUSTRY NEWSGOOGLE ALERTS “Contracts & Law”“Students in Construction”INDUSTRY EXPERTSTOPICS & THEMES
    28. 28. TOPICS & THEMES
    29. 29. PARTICIPANTSTHE 4 W - WHO, WHAT, WHY,
    30. 30. CHANNELSWHICH ARENAS DOYOU HAVE APRESENCE
    31. 31. GENERAL GOALS“Drive Traffic”“Increase Reach”“Achieve Objectives”“Grow Network”“Increase Engagements”
    32. 32. RESPONSEGUIDELINES
    33. 33. NEGATIVECOMMENTS
    34. 34. Training3 levels of training:Core teamParticipantsCompany wideOngoing process!
    35. 35. Call to Action[PRESENTATION]Tell them what they will get[PICS][OPINION][SLIDES][VIDEO][NEWS]Use #hashtagsCreate short linksTarget InfluencersAsk for Retweets when appropriateMake it engagingAllow space for old style retweetsTWEET ANATOMY
    36. 36. 1Image Posts2Link Posts3Video Posts4Status Posts5Gallery PostsFACEBOOK POSTS BY EFFECTIVENESS
    37. 37. 1. Just broadcast information2. Ignore comments and messages3. Forget to check what you are posting4. Overuse the same posts5. Go quiet for too long6. Forget your goals7. Forget your primary message8. Forget to be social9. Tell porky pies (Be sure of information)10. Post same content on all channels all the timeCOMMON DONT‟S
    38. 38. 1. Talk about passionate topics2. Post good content frequently3. Use content that is Humorous,Opinionated or Controversial4. Utilise visual content5. Use statistics and facts6. Ask a question7. Remember to engage8. Measure what content works best9. Use hashtags on Twitter10. Use trackable linksCOMMON DO‟S
    39. 39. www.emotio.co.uk - seo@emotio.co.uk - 020 8385 5050POST5-15TIMESA DAY
    40. 40. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    41. 41. The GoodIt‟s good to listenMade connections & increased engagementSupporting „thought leadership‟Started and joined conversationsExtended reachDriving trafficGenerated leadsSupported customers
    42. 42. The GoodUsing mix of corporate &personality accounts#HashtagEvent micro blogging in conjunction withtwitter – „Build Qatar Live‟ / EcobuildUse of images and videoKeeping content fresh whilst focusingmessages, themes and topicsTools – monitoring, listening, schedulingLinkedIN Group for NBS National BIM Library
    43. 43. RIBA Enterprises strategy 2010 - 2012
    44. 44. The BadTime & resourceComplex business and brands = complex social mediaMaintaining different „voices‟Avoiding knee jerk reactionsManaging company expectations
    45. 45. The BadPosting from wrong channelTweeting inappropriate photo of staff on night outDifficult LinkedIN negative commentaryPersonality accounts ownership
    46. 46. The Ugly!!!
    47. 47. Hashtag disasters#NorthEastBIMCompetition#nowthatchersdead#susanalbumparty
    48. 48. This tweet was made by the employee of a social mediamarketing firm working on behalf of Chrysler, who thought hewas tweeting from his personal Twitter account. The employeeand the social media company both got the axe.
    49. 49. With a pint of beer in one hand and a glass of wine in theother, the worst thing you could accuse Ashley Payne of ismixing her drink. But this happy holiday picture has cost thehigh school teacher her job after a parent spotted it onFacebook - and complained.
    50. 50. After an interview at Cisco Systems, Connor Riley (aka@theconnor) confessed in a tweet that she would hate thejob but relish the "fatty paycheck."
    51. 51. According to the AP, UK politician Stuart MacLennan wassacked by Britains governing Labour Party "after he madeoffensive and profane comments about his political foes onhis Twitter account he "labelled Commons Speaker JohnBercow a "t**", David Cameron a "t***" ." MacLennan calledelderly voters "coffin dodgers" and even made a crackabout fair trade produce
    52. 52. To BBC viewers, Yvette Austin is the sober-suited environment correspondentwhose informative reports earned her an award last month. It is not her onlyaccolade this year...she was also runner-up in the British Pole DanceChampionships. Unfortunately her Facebook page did not have any privacysettings in place. But by 4pm, four hours after The Mail on Sunday contactedMs Austin, the contents of her profile were no longer visible.
    53. 53. Social Media in ActionWho are RIBA Enterprises?My experience with social mediaSocial Media landscapeRIBA Enterprises JourneyThe Good, the Bad, the UglyIf I could do it all again & my humble advice
    54. 54. If I could do it all again?Invest in resource at startSimplifyDo less at oncePersonality account ownershipDo it earlier
    55. 55. My humble adviceSocial media can be scary and dangerousBut it can be a powerful marketing toolGet involved but be preparedListen and observe firstDon‟t jump inDo your research and have a clear planEnsure you have the resource
    56. 56. My humble adviceTrain the teamTrain your organisationDo a few channels wellStart small and buildEngage don‟t broadcastExpert advice... Listen but beware... Oftennot one right way..
    57. 57. RIBA Enterprises strategy 2010 - 2012@clare_watson@thenbs@riba_ps@riba_cpd@ribajobs@ribabookshops@ribainsightThank You

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