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Social Media in the Construction Industry
- 1. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Social Media in the Construction Industry Tim Whitehill & Frankie Thomas Room4 Consulting
- 2. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Room4 provides a range of expertise designed to deliver performance improvement to clients and supply chain involved in the construction industry • Lean • Sustainability • Procurement & Bidding • Performance Measurement • Building Information Modelling • Innovation & Growth
- 3. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 4. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Introductions
- 5. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Objectives of the Day • Introduce the impact of SM in business • Introduce the many SM platforms and their uses • Introduce the process of Engagement Marketing • Understand how to integrate SM in to everyday business practice -strategy, policy and implementation • Explore the future of SM in construction #socmedSECBE
- 6. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference What is Social Media?!
- 7. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Social Media is ….. Digital media which encourage audience participation, interaction and sharing
- 8. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Social Media – The Impact
- 11. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference • Over 50% of population have Smartphones • Social networking accounts for 57% of usage (email – 53%, search engines – 42%) • 63 million Tablets sold in 2011 – set to eclipse PCs by 2014
- 12. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference The Big Four? A micro blogging site – enables users to send text based posts of up to 140 characters Quick output and response rates Need to invest real time and energy. Fine balance between enough posts or overdoing it! The original Social Network. Create profile pages, exchange information and data. Chat tool. Good for engagement and brand development Low B2B value, but good for B2C A professional network. Create individual and company profile pages. Post updates, share data and content. Create and manage interest groups.. Allows customer focussed approach to marketing and promotion. Blurred lines between personal and corporate ‘ownership’ of content A social network operated by Google. Create profile pages, share content and info. Chat/video conf tool Has all the things you need in one place. Lack of integration with other tools and social media sites. Doesn’t seem to have the same take up as other sites.
- 13. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 14. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 15. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference • Tweet: A 140-character message. • Retweet (RT): Re-sharing or giving credit to someone else's tweet. • Feed: The stream of tweets you see on your homepage. It's comprised of updates from users you follow. • Mention (@): A way to reference another user by his username in a tweet (e.g. @mashable). Users are notified when @mentioned. It's a way to conduct discussions with other users in a public realm. • Direct Message (DM): A private, 140-character message between two people. You may only DM a user who follows you. • Hashtag (#): A way to denote a topic of conversation or participate in a larger linked discussion (e.g. #AmericanIdol, #Obama).
- 16. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 17. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 18. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 19. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 20. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference What is Social Media Marketing? Monitoring and facilitating customer- customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brands leading to commercial value. Interactions may occur on a company site, social networks and other third-party sites.
- 21. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Avoiding Common Mistakes • No clear strategy • Undefined targets/measures • No content (or even worse, its dull!) • Lack of investment (time & resource) • Lack of integration with other marketing streams
- 22. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Turn your marketing on its head! Target Audience Suspect Lead Qualified Lead Opportunity Sale Awareness – marketing, PR, advertising Interest Desire Action Sale/Engage Customer Satisfaction Repeat Customer Loyalty
- 23. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Awareness Interest Desire Action Loyalty Message Optimisation Message Amplification Advocacy Turn your marketing on its head!
- 24. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Develop Your Strategy Understand the market Plan Reach ActConvertEngage http://www.smartinsights.com/digital-marketing-strategy/
- 25. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Before you start, listen first…. Understand the Market… Issues in the industry Who leads and influences? Where are your customers and targets? Competitor Understanding Partner opportunities The press is still relevant! Start by following some well known people/organisations Follow the trending hash tags Which groups are popular?
- 26. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference • What is the objective… • Set some realistic goals • How will you measure your success? • How does this align with your existing brand and strategies? • What is your message – what is the end game? Plan Keep it flexible Set realistic goals Keep plans up to date Nothing is perfect Reach Act Convert Engage
- 27. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference • What is the objective… • Set some realistic goals – Up to three – Make them SMART! • How will you measure your success? – What will success look like? – Failure is just one step closer to success! Activity: Start Your Plan Engage with a new audience Increase repeat custom Develop your brand Launch a new product How many? By when? Who will do it? KPIs Google analytics
- 28. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 29. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference CONTENT HUB Website Blog Portal BRAND CONTENT CREATION Create useful shareable content: Blogs, videos, photos, audio, webinars CONTENT MARKETING Optimise and amplify your message on Social Media ENGAGE Direct communication with targets and customers: Newsletter, hashtags, direct mail on LinkedIn, Direct Message on Twitter TRAFFIC Reach Create your online brand Keep it simple to start Develop a calendar of activities/campaigns
- 30. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Social media can be a lonely world….. • Involve the team - One voice versus many – Corporate individual twitter accounts – Anyone can write a blog – Content is everywhere • Utilise peoples skills Graphic designer Blogger
- 31. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Look out for the potential pitfalls. • Lack of leadership support • Lack of overall vision • Forced adoption of the new system • Unrealistic expectations and vague success criteria • “Human” or cultural factors are overlooked • Inadequate training of end users / under-resourced effort
- 32. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Tools to make life easy (er) • Retain and manage mailing lists • Templates and easy design features • Schedule & send • Measure and monitor • Interoperable activities – events, surveys, social
- 33. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Tools to make life easy (er)
- 34. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference What should I write about? • What will hold their interest • What you know that they don’t • What you have access to that they don’t • It doesn’t have to be ‘original’ – just interesting and relevant • Be authentic
- 35. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference DO • Be consistent – keep your message on target and stick to your brand • Build a strong network – stick with the movers and shakers • Be engaging – communicate regularly • Be a good listener! DON’T • Rely on one application in the long term • Be too pushy • Use social media for ‘broadcast’ only • Be too generic • Sell, sell, sell • Forget to thank people Dos & Don’ts
- 36. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 37. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 38. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 39. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference
- 40. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Activity: Create a Campaign • What is/are the objective/goals? • What is your message – how will this translate into content? • How will you engage and amplify? • What is the plan? Develop an engagement strategy for existing customers to drive repeat business up by 10% Create a Facebook page – target 25 likes in first three months Create a quarterly newsletter for existing customers populated by blog posts and twitter feed Post one blog per month, tweet twice a day (not inc. retweets), post one status update a week on Facebook
- 41. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Getting Results?
- 42. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference And remember… • Reason. Simply put: use reasonable etiquette, the same as you would offline. • Represent yourself. Anonymous profiles lend themselves to more negative content. • Responsibility. Make sure that what you’re saying is factually correct, and also that it doesn’t violate any legal guidelines. • Respect. What you say online is a permanent record, so don’t say anything online you wouldn’t feel comfortable saying to the whole office – with a camera rolling. • Restraint. Before you hit that send button, pause and reread. If you wouldn’t want that particular thought or contribution forever associated with your name, don’t post it. http://www.forbes.com/sites/jeannemeister/2013/02/07/to-do-update-companys-social-media-policy-asap
- 43. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference OOPS!
- 44. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Social Media Ethics • What are the ethical issues? – Personal use vs professional interest – Who ‘owns’ the contacts/content? – Is there a privacy issue? – I was an exotic dancer in a previous life!! • Why does it matter anyway?
- 45. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Create a Policy: Things to consider 1. The Policy should clarify account managers and responsibilities 2. The policy should communicate to employees whether social media use in the workplace will be prohibited, monitored, or allowed. If allowed, the policy should provide guidelines as to what constitutes reasonable use. 3. The policy should caution employees that they have no expectation of privacy while using the Internet on employer equipment - If employees will be monitored, the policy should inform employees of that monitoring. 4. The policy might also require employees who identify themselves as employees of a particular company to post a disclaimer that any postings or blogs are solely the opinion of the employee and not the employer. 5. Employees should be advised that they should not use the company logo, seal, trademark, or other symbol without written consent of the administrator. 6. The policy might prohibit the posting of pictures of employees in uniform or on duty. 7. The policy should also address the protection of confidential and company information and information about customers or clients. 8. All employees should be required to sign a written acknowledgment that they have received, have read, understand, and agree to comply with the social media policy. http://strategicallysocial.blogspot.co.uk/2013/05/how-to-drafting-social-media-employee.html
- 46. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Feeling Brave? Some other platforms
- 47. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference ‘Government will require fully collaborative 3D BIM as a minimum by 2016’ The Future?
- 48. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference • PEOPLE An industry that is known for its talented and diverse workforce • SMART An industry that is efficient and technologically advanced • SUSTAINABLE An industry that leads the world in low- carbon and green construction exports • GROWTH An industry that drives growth across the entire economy • LEADERSHIP An industry with clear leadership from a Construction Leadership Council Hot off the Press! A vision for the future… https://www.gov.uk/government/publications/construction-2025-strategy
- 49. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Hot off the Press! A vision for the future… Lower Emissions 50% Lower costs 33% Faster Delivery 50% Building Information Modelling? Industry and Government have made a good start through their joint commitment to the Building Information Modelling (BIM) programme. However, the challenge is significant and opportunity vast. Government will mandate BIM for all centrally procured Government contracts from 2016. Industry must therefore meet the challenge – only through the implementation of BIM will we be able to deliver more sustainable buildings, more quickly and more efficiently.
- 50. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Don’t believe the Hype! People & Process, 80% Technology, 20 % “Your biggest investment is not going to be the BIM technologies themselves, but the change management you will have to put into effect throughout your organisation. BIM is about a process and that’s where the real cost will be. There’s really only one way of benefiting from the process and that’s to have a fully integrated internal and external team.” Stephen Griffin, Allies and Morrison. http://www.building.co.uk/bim/the-route-to-bim-in-10- steps/5049305.article?bid=7247935&cid=55256&seg=Cell1&lid=51312
- 51. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference this is just construction in the age of information People < People
- 52. Copyright Room4 Consulting Limited, 2013 a small change can make a big difference Thank You Tim Whitehill Managing Director Room4 Consulting Limited 6E Capenhurst Technology Park, Chester, CH1 6EH T: 0151 339 9355 D: 0151 339 9339 M: 07795 632 335 Email: tim.whitehill@room4consulting.co.uk Twitter: @room4tim Web: www.room4consulting.co.uk
Editor's Notes
- 9.30
- Clients…
- Ice breakers – Who has Facebook/Twitter profiles. Then intro self using existing or made up Twitter profile (160 char) dependent on number do on tables or go round room.
- 9.50Flipchart add any others….Emerging opps in constructions industry. Other industries already on board and using it successfully, now we can learn from themNot an expert, still learning, made some mistakes, own resource issuesOpen and sharingLots of talking on tablesHave a go on your phones!Work through some initial ‘offline’ activities to get you startedGet understanding of peoples experience, concerns, issues
- 9.55
- Masses of uses, and sites out thereImportant not to overcomplicate – keep it simple from the start! We can only scratch the surface today.The message is you can now become a publisher of content in your own right! You can develop and control you online brand. Every day, people form impressions of brands from many touch points: Ads, product experiences, tweets, Google, Facebook, blog posts, websites, and conversations with family and friends. Unless they are actively shopping for something, a lot of that information passes them by. But when something triggers their buying impulse, those stored impressions become critical — they are top of mind as consumers look to making purchases.Loads of free stuff to access on line to support you in your quest – we’ll signpost and guide you through some of these sources.
- Why are we here – social media creates an exciting new way of communicating – whether it be on a personal level or using it to improve your marketing and sales approach.There is no denying since the outset of Facebook, Friends Reunited, My Space – this digital world has exploded in the last 10 years.
- Facebook - US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%). 29.8m UK profiles58% of all UK people online52% of all UK social network visitsLinked In - US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers. In December 2010, LinkedIn passed five million UK membersOne third of UK professionals profiled 25% of FTSE100 hire via LinkedIn6.1m UK visits per monthTwitter – 175m+ registered accounts (100m active)c. 7m UK usersUK = third most active Twitter population3.4% of UK social network traffic24% UK smartphone users access TwitterGoogle+ 40m global users (July-October 2011)biggest driver of UK mobile internet adoption is social media social networking services (57%), ahead of email (53%), search (42%)27% of UK population have smartphonesSource: Ofcom Communications Market Report 2011
- Of the 6b on earth – 4.8b have a mbile phone compared to 4.2b who have a tooth brush
- 10amFacebook - US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%). 29.8m UK profiles58% of all UK people online52% of all UK social network visitsLinked In - US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers. In December 2010, LinkedIn passed five million UK membersOne third of UK professionals profiled 25% of FTSE100 hire via LinkedIn6.1m UK visits per monthTwitter – (Tim, Virgin)175m+ registered accounts (100m active)c. 7m UK usersUK = third most active Twitter population3.4% of UK social network traffic24% UK smartphone users access TwitterGoogle+ 40m global users (July-October 2011)Source: Ofcom Communications Market Report 2011
- Before you begin searching for friends, it’s important to complete your Timeline (aka your personal profile), which includes everything from uploading a profile picture and cover photo to outlining your employment history to determining your relationship status (OK, that’s optional). It’s called a timeline because you can include information, important milestones and memories spanning your entire life.Once you’ve filled out a healthy portion of your Timeline, start searching for and adding “friends.” Finding friends on Facebook is incredibly important, not simply to connect for connection’s sake, but to stay up to date on their latest news, thoughts, activities, whereabouts and tastes. And the place to access that information is the News Feed.Once you’ve logged into Facebook, the first thing you'll see is the News Feed. There you’ll view friends’ status updates, new photos, links to articles, etc. One of the most recent changes Facebook made to its News Feed is the order in which updates appear. Facebook’s algorithm and your own activity determine what “news” is most important, and thus, whether it makes the top of your News Feed. Think of it like the front page of a newspaper, determined by an algorithm rather than an editor. Therefore, you won’t necessarily see updates in the order they’re posted, but in order of timeliness and “importance.”If you prefer to see things in chronological order, simply click the "Sort" option at the top of your feed and select "Most Recent."A status update is anything important to you at a particular moment in time that you deem shareable with Facebook friends. Through a status update, you can communicate your present activity or whereabouts (via a “check-in”), post a link to an interesting article or site, share photos and videos, and even create a poll.Create a status update either from the News Feed or from the top of your Timeline.One of the most powerful tools on Facebook, the “like” button not only communicates your support of activities, brands, articles and products to fellow users, but also to Facebook and third parties. The “like” button lives on nearly every piece of Facebook content: status updates, photos, comments, brands timelines, apps and even ads.However, you’ve probably also seen Facebook “like” and share buttons on external sites: shopping, news publications, mobile and social apps, and ads. These sites are utilizing Facebook's social plugins. When you “like” something outside of Facebook.com, it appears on your timeline, where friends can comment on the activity.
- Facebook has always been and will remain a communication tool. For businesses, it is a way to create two-way communication between your brand and your audience. One of the most exciting features of timeline is the large image featured at the top of the page. Facebook has given a lot of real estate to that image, and businesses should use it as an opportunity to feature something powerful and captivating. Businesses can leverage the image by changing it out frequently, featuring a weekly special or a reason for people to like your page. The possibilities are endless, so start thinking of what you want people to see when they visit your Page.The format of Timeline for brands is quite similar to Timeline for personal profiles. It employs a cover photo at the top of the Page, and the Page is separated into two main columns by a dividing line, which represents the passage of time. This format provides brands with new options for self-expression: They can outline their corporate history with milestones (such as product launches, store openings, etc.) to construct a narrative for their audience. One major new feature that marketers will love is the ability to “pin” certain posts to the top of the Timeline. Similar to marking a blog post “sticky,” so that it remains at the top of a blog for a specified period of time, pinning a post to the top of Timeline allows it to precede any other content. Opportunities??Community interest groups, new employees, project specific
- it's a platform wherein users share their thoughts, news, information and jokes in 140 characters of text or less. Twitter makes global communication cheap and measurable. Profiles are (usually) public — anyone in the world can see what you write, unless you elect to make your profile private. Users "follow" each other in order to keep tabs on and converse with specific people.
- Now that you're up and running, focus on being yourself and crafting your online beat. When you start to situate yourself as an expert in a specific subject area (for example, in comedy or politics), you'll notice that people will begin to follow you for advice and expertise. You may not know who they are, but that's perfectly acceptable. Twitter isn't about following people you already know; it's about engaging interesting people from all over the world. A hashtag is a discovery tool that allows others to find your tweets, based on topics. You can also click on a hashtag to see all the tweets that mention it in real time — even from people you don't follow.As you start building your "brand" on Twitter, think about why people are following or talking to you. Are you an expert in a particular industry? Are you opinionated? Funny? Do you share great news articles or interesting photos?The bottom line: Be authentic and true to your values and you'll quickly become a valuable member of the Twitter community.
- Like most social networks, LinkedIn hosts your personal profile, a page on which you may list information like job experience and professional skills.However, unlike many other social networks, it’s important to complete your profile to the best of your ability — especially if you’re using LinkedIn for the job hunt. LinkedIn measures your “profile completeness” from 0-100%. The higher your profile completeness, the more likely you are to appear in search results. For instance, when you list skills like “Final Cut Pro” and “Photoshop,” potential employers may come across your profile when they perform an advanced search based on those keywords. Handy.To ensure that your profile is 100% complete, LinkedIn recommends including the following information.Industry and postal codeA current position with descriptionTwo more positionsEducationAt least five skillsProfile photoAt least 50 connectionsA summaryOf course, to get those “50 connections” mentioned above, you’ll have to expand your network on LinkedIn. Don’t worry — LinkedIn’s algorithms and data mining make it pretty easy.I recommend first performing a series of basic searches to find people you know by name. (See the search box at the top of each LinkedIn page.) Click the “Connect” button next to people’s names to add them to your network. You may send a custom message along with that invitation to make the connection more personalized.Once you have made several connections, head to the “People You May Know” page. LinkedIn’s algorithm will likely have begun determining additional suggestions based on your connections’ networks. LinkedIn labels these connections by degree. People you’re already connected to are “1st degree” connections. People you’re not yet connected to, but who are linked to your 1st degree connections, are 2nd degree connections. And so on. You’ll see a blue icon that says “1st,” “2nd” or “3rd” next to their names.You may also choose to connect your email’s contact list to LinkedIn for the purpose of finding additional connections. Head to “Import Contacts” and allow access to your contacts to pull up a list of potentials. Be aware, however, that this may generate a huge list of people, especially if email services like Gmail tend to save every address you’ve ever contactedUpdates
- LinkedIn groups are spaces in which professionals and experts can share content, ask for advice, post or search for jobs and network with others. Groups are tailored to brands, associations and societies, support groups, causes, publications and industries in general. That can mean anything from “On Startups - The Community for Entrepreneurs” to “Cal Alumni Association | UC Berkeley.”On the other hand, don’t confuse LinkedIn “groups” with “companies.” Coca-Cola has a “Coca-Cola Current & Former Employees” group, but its business lives on “The Coca-Cola Company” company page. More on that later.With over 1.3 million groups to choose from, you’re likely to find at few that fit your field and interests. Keep in mind that many groups require authentication before the manager permits you to join. However, nearly one-third of groups don’t require review, and are labeled “open.”Once you’re familiar with group functions, you may choose to create your own group. That means you’re the group owner, but you may also appoint a group manager and moderator, who are responsible for supervising discussions, subgroups, settings, etc.Just as you have a personal profile page, many companies choose to represent themselves on LinkedIn, too. Like Facebook brand pages, you may choose to follow the activity and updates of companies on LinkedIn.Company pages contain general information, such as a business overview, list of employees and press mentions. Many companies also choose to list job openings on their pages, and some even encourage applicants to apply through LinkedIn, a very handy tool of the network.Once you follow a company, you’ll see its updates appear on your LinkedIn homepage alongside those of your connections. Mashable, for instance, tends to post business-related articles on LinkedIn, since that seems to be the content most pertinent to the network’s audience. Businesses also use LinkedIn to post company announcements, such as acquisitions, new hires or updated policies. LinkedIn warns against update spam, however: “Businesses that post updates excessively are subject to review by LinkedIn and could risk having their page deleted.”If you’re interested in adding your own company to the network, LinkedIn advises you take the following steps.You're a current company employee and your position is on your profile.A company email address (e.g. john@companyname.com) is one of the confirmed email addresses on your LinkedIn account.You associate your profile with the right company. You must click on a name from our company name dropdown list when you edit or add a position on your profile.Your company's email domain is unique to the company.Your profile must be more than 50% complete.You must have several connections.
- 181 million blogs worldwideA blog is a journal online where people can write down their views, ideas, and whatever they want to share with others. There are different formats, styles, and settings of blogs; it all depends on what the blogger wants. There are many inbuilt features offered by the various blogging sites available. These features include: hyperlinks, pictures, video, and text. What it means is that, people choose to upload audio files on their blogs instead of text. Where a blog is made of audio files, it is called an audio blog.1. Basic features of a blog:2. Body: This is the content of your blog post.3. Trackback: This feature allows you to link other sites back to your blog.4. Permanent link: Each post you make on your blog is given a specific URL5. Comments box: This allows those who read your blog to express their opinions.One thing that makes blogging easy is that a blog’s templates are not many when compared to websites which are made of a lot of individual pages. This makes making new post just easy for bloggers. The templates are fix; you only have to fill the spaces provided for title, body, and perhaps choose a category. This makes it easy for new bloggers to start blogging immediately they sign up. They just have to choose a template from among those provided by the website hosting the blog.You can start a blog just by signing up to a blogging website that you like. Once you become a member, you become a part of that blogging community automatically. You can then browse through other blogs, post comments on them, and link them back to your own blog.
- 10.15amRound table Discussion – how do people currently market themselves?Feedback and flip chart
- 10.30
- As the adoption of social media, mobile computing and new digital behaviors continues to deepen, businesses today are faced with the challenge of rethinking their basic strategic approach. Businesses are facing a shift from a paradigm of individual customers to one of customer networks.One of the oldest and most widely adopted marketing models is the “marketing funnel.” This model, based on psychological “hierarchy of effects” theory dating to the early 20th Century, plots marketing as a sequence of psychological states in the mind of a the customer: from Awareness (of the product category) to Consideration (thinking about a purchase), to Preference (for a specific model or brand), to Action (making the actual purchase). More recently, as the importance of customer retention to a company’s value became better understood, a fifth stage has been added: Loyalty. The funnel’s shape arises as each of the five stages is depicted as narrower than the last, indicating a smaller subset of customers (e.g., more people are aware of a product than consider purchasing it).
- So whilst the old model holds true – and we are not suggesting ditching your existing approach – you need to consider this new way of marketing using social media and digital networks.Developing an online brand and engaging with your existing and potential customers in a different way via these networks. Develop a message which people trust, with a mix of information and detail about you as a company. People will start to come to you for further information, or listen when you broadcast, and eventually will start to share that message.The biggest change to the marketing funnel, however, is in the addition of a new, sixth stage: Advocacy. Today, the most ardent and engaged of your customers not only make repeat purchases (loyalty), they take on the role of brand advocates and spread their own positive messages and testimony about your business online. This advocacy, in turn, feeds back into the customer network effects from the very top down through each stage of the funnel—showing up in search results, product reviews, Facebook “likes,” links, retweets, and social buzz.
- You also need to understand your internal capabilitiesConsider a quick SWOT analysis on your resource and capacity to achieve the objectives you set. Don’t commit to sending a quarterly newsletter if you don’t think you can realistically populate it.
- There must be something in it for them, whether it is signing up for a mailing list, entering a competition, downloading a document
- 10.45am11 am - Break
- 11am
- 11.15amAny form of marketing that relies on or draws from editorial content is considered content marketing. It has always existed, although what it’s called and the tactics around it have matured over time. Companies have long created white papers, articles, charts and graphs, videos, and reports to position their brands as thought leaders and industry experts deserving of loyalty, with the goal of generating leads and sales. It’s the delivery model that has changed — mailboxes used to be chock full of ads of every type, from sales circulars to envelopes full of coupons, while newspapers and magazines consistently ran ads for consumer products, clothing, attorneys — you name it. That content is now delivered digitally via search engines, email, social networks, and corporate websites.create compelling content and customers will visit your website, buy your products, and help you rank higher in search engine results. The better your content, the more likely your audience is to share it on social media sites like Twitter, Facebook, LinkedIn, Google+, and Pinterest. All of these activities can help your product become part of your audience’s initial purchase considerations.
- AwardsAchievementsOut of office stuff – social valueIndustry activityTeam photo – graphic designer, writer, planner, marketeer
- 11.20
- 11.35Facebook:100% more engagement with video120% more engagement with photos180% more engagement with photo album
- 11.45Your initial objective and therefore the campaign or activity will ultimately drive the next stages of Act, convert and engage.Lets work through an example
- 12.00Google Analytics is built on a powerful, easy to use, reporting platform, so you can decide what data you want to view and customize your reports, with just a few clicks.Content reports help you understand which parts of your website are performing well, which pages are most popular so you can create a better experience for your customers.The web is a social place and Google Analytics measures success of your social media programs. You can analyze how visitors interact with sharing features on your site (like the Google +1 button) and engage with your content across social platforms.
- 12.10pmDiscussion – what are the ethical issues? FlipchartIf you are an employer, you have probably dealt with (or will deal with) employees' use of social media. This might include excessive use of social media by employees at work, negative comments made by employees about their job or their boss, release of confidential information about the company or its customers/clients, and a variety of other situations that might require employer action. Most of you probably already have in place a policy for employee use of company computers, laptops, tablets, cell phones and the like. But, have you reviewed your policy lately to make sure it covers social media use? A social media policy should clearly establish guidelines and boundaries so employees can anticipate and understand their companies' expectations and restrictions about their use of social media. Case studies – HMV, Consider the case of HMV, the British entertainment retailer. When HMVrecently laid off nearly 200 employees, the company left one of them – a Community Manager – in charge of the corporate Twitter account. Followers of @HMVtweets got an up-close play-by-play of the company’s mass re-structuring through tweets like, “Mass execution, of loyal employees who love the brand,” and “We’re tweeting live from HR where we’re all being fired! Exciting!”In fact, over a period of 20 minutes, the employee manning the account sent out so many tweets that @HMV’s followers leapt from 61,500 to 73,350.
- 12.20A pin starts with an image or video you add to Pinterest. You can add a pin from a website using the Pin It bookmarklet or upload an image right from your computer. Any pin on Pinterest can be repinned, and all pins link back to their source.A board is where you organize your pins by topic. You could pin ideas for remodeling your bathroom to your House Projects board, for example. Boards can be secret or public, and you can invite other people to pin with you on any of your boards.The Pin It bookmarklet lets you easily pin things you see on websites and blogs. When you follow someone, their pins show up in your Pinterest home feed. You can follow all of someone's boards or just the ones you like best. To manage who you're following, go to your profile and click Following.Your home feed is a collection of pins from pinners and boards you follow. It's updated every time someone you follow adds a pin.
- Essentially the UK Government has embarked with industry on a four year programme for sector modernisation with the key objective of: reducing capital cost and the carbon burden from the construction and operation of the built environment by 20%. Central to these ambitions is the adoption of information rich Building Information Modelling (BIM) technologies, process and collaborative behaviours that will unlock new more efficient ways of working at all stages of the project life-cycle.There are some fairly significant and far reaching ambitions that have formed the delivery of the GCS over the past two years - BIM has been identified as a change agent that will result in significant changes in the way public sector clients procure construction projects. But also that its adoption will demand greater integration between members of the supply chain and result the transformation of business processes to meet the demands of BIM.
- Published yesterday (2nd July) Joint strategy from government and industry for the future of the UK construction industry. Sets out a vision and a plan for long-term strategic action by government and industry to continue to work together to promote the success of the UK construction sector.It focuses on key growth markets in:smart technologiesgreen constructionoverseas tradeConstruction in 2025 is no longer characterised, as it once was, by late delivery, cost overruns, commercial friction, late payment, accidents, unfavourable workplaces, a workforce unrepresentative of society or as an industry slow to embrace change.
- Costs - reduction in the initial cost of construction and the whole life cost of built assets Delivery - reduction in the overall time, from inception to completion, for newbuild and refurbished assets Emissions - reduction in greenhouse gas emissions in the built environment The challenge and opportunity - Construction has been hard hit by the economic downturn. the impact of this is being particularly felt among the many small businesses that operate across the sector. the industry is failing to create the conditions for its supply chains to thrive. this needs to change. Construction supply chains are diverse and complex, containing many SMEs. They start with the briefing and design process and work all the way through to manufacturing and the primary extraction of minerals and resources. The biggest challenge for the industry is how to bring together these value adding activities consistently, and in a way which ensures the whole is more than the sum of the parts. And its message about BIM - The emerging findings from the a study carried out for BIS by EC Harris and published alongside this strategy identified a number of crucial factors which determine successful delivery of a construction project. These include: equitable financial arrangements and certainty of payment; early contractor engagement and continuing involvement of the supply chain in design development; strong relations and collaboration with suppliers; and capability for effective site management including the ability to respond to change flexibly.
- Article in Building magazine – 10 steps to BIMGet over the software – clear messageStephen Griffin, director, Allies and Morrison Allies and Morrison started using BIM in 2009, and now works collaboratively with other designers on many of its projects.