Constructing Social Media: PR in a Digital Age


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Presentation given to Target. Construction PR and Marketing in a Digital World. May 2012

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Constructing Social Media: PR in a Digital Age

  1. 1. Constructingsocial media PR and Marketing in a Digital Age #Target12 martin brown
  2. 2. "Sustainability defines andshapes todays five Ps ofPlace, Product, People,Performance and Promotion"
  3. 3. BRUNDTLANDDEFINITION 1987"Sustainabledevelopment meetsthe needs of thepresent withoutcompromising theability of futuregenerations to meettheir own needs."
  4. 4. how did we get to 2012 and still be talking about the same sustainability issues? “We can’t solve today’s problemsby using the same kind of thinking we used when we created them.”
  5. 5. We want better communication
  6. 6. The world is connected
  7. 7. The world is transparent
  8. 8. The world is carbon aware Changing Behaviour
  9. 9. The world loves to share ... creativecommoners
  10. 10. The world finds services online ...Architect Map@SuButcher
  11. 11. The world seeks innovationand differentiation
  12. 12. The world is becomingsocially responsible
  13. 13. Who Cares Wins Why good business is better business David Jones writes that only the businesses that behave responsibly will survive the Age of Damage and cites social media as the driver for the biggest transformation to business in a generation. martin brown e: t: @fairsnape
  14. 14. The world is Eco-RefittingAnd seeking Living Buildings ...
  15. 15. And Next?Social Value Act Construction Influence on Social Wealth is just being understood.
  16. 16. "Social Media should be usedto create social wealth, not sellproducts and services"Umair HaqueGuardian Sustainable Business#Sustainability24
  17. 17. Star Gazing Innovative Solid and ReliableGrounded
  18. 18. social media and web2.0 as enabler for sustainabilitygreen the boardroom with social media open transparent communications start real conversations learn and share collaborate sustainability manifesto
  19. 19. Social Media and Green Deal Launched at Green Build
  20. 20. Social Media and Green Deal 1. Keep informed on Green Deal development 2. Stay Visible and Engage as Green Deal player 3. Its where your current customers, competitors and staff are! 4. Easier and Quicker response to client issues 5. Green Deal delivery opportunities 6. It’s Free 7. Increases Transparency 8. Green Deal BIM
  21. 21. "Currently few better ways oflearning, sharing andadvancing constructionsustainability, than throughsocial media"Martin BrownWhy Construction should engage with social mediaGuardian Sustainable Business, Built Environment Hub
  22. 22. Increasingly relationships that lead tocontracts are being made online, throughdiscussions within LinkedIn groups for eg
  23. 23. social what?martin brown e: t: @fairsnape
  24. 24. Why social media? Its where you will find your customers, clients, staff, suppliers, contractors, friends …. people Its not a new thing but a new way of doing old things, …. like talking and communicating and having conversations again … something emails killed?martin brown e: t: @fairsnape
  25. 25. @pauleycreative
  26. 26. Why use social media in construction?What’s the ROI?
  27. 27. to see and be seen be innovative visibility punch above weightmartin brown e: t: @fairsnape
  28. 28. leads technology client + competitor intelligencemartin brown e: t: @fairsnape
  29. 29. staff + clients + people conversations communicate projectsmartin brown e: t: @fairsnape
  30. 30. sustainability best practice learn + share good newsmartin brown e: t: @fairsnape
  31. 31. Construction unlocking the potential of social media martin brown e: t: @fairsnape
  32. 32. There go my people I must find out“ where they are going so I can lead them.” French politician Alexandre Ledru-Rollin
  33. 33. “We are encouraging use of social media as a method forcontinuing the conversations with our clients,”“The risks of using the media are the same risks that youhave with any employee representing the company. “If you teach your staff how to talk about the company and how to interact with the public regarding the company, then these platforms are not an issue.”martin brown e: t: @fairsnape
  34. 34. brown e: t: @fairsnape
  35. 35. “If we don’t get thisright Gen X and Gen Ywon’t want to work forus but they will want towork for someone else”“you cant hideanything from us … weare to social mediasavvy”
  36. 36. BIM collaboration needs...being comfortable with being comfortable withpaperless projects, sharing and engagingwith sharing digitally across social media
  37. 37. There’s an app …martin brown e: t: @fairsnape
  38. 38. Blogs new look project diaries? “The value of what we know is sharing it” Learning from clientsmartin brown e: t: @fairsnape
  39. 39. Communicating ….martin brown e: t: @fairsnape
  40. 40. Web Project Sheets Links to Building / Facilities website Innovative solutions Client website Contractor website Supply Chain links Project Blogs + Images Google Maps QR Code (for accessing online info from printed version) Allow Feedback RSS Make project sheets come alive again Sharing onwardsmartin brown e: t: @fairsnape
  41. 41. li ty Rea d R n te A me P g L IP Au B h t it ou w ck de s e o C h C Q RSource: SMPR @katiebrowntweet
  42. 42. Start with your Board Understand your digital footprintHave a strategy/policy/guidelines Engage with LinkedinEngage with twitter (top 20?) Switch on Social Media
  43. 43. responding to social media?
  44. 44. constructingsocial media CREDITS:martin brown @eepaul @fairsnape @subutcher @lucymarcus @pauleycreative @katiebrowntweet
  45. 45. Twitter and Linkedin WorkshopOld Broadcasting House Green Vision TweetchatWith aCSR in Construction18th June, 1pm - 6pm