CIMCIG Event: Social Media Engagement within Construction
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Slides for the Chair's overview at the CIMCIG (Chartered Institute of Marketing Construction Industry Group) Seminar on Social Media Engagement in Construction at the Saint-Gobain Multi Comfort Centre in London, 23 October 2017
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CIMCIG Event: Social Media Engagement within Construction
- 1. Agenda 14.30 Welcome by the Chair Overview 14.40 Chris Ashworth, Competitive Advantage Research 15.00 Will Scott, LinkedIn LinkedIn 15.20 Tea & Coffee 15.40 Paul Fryer, Kier The Construction Blogger 16.00 Anna Hern, Ridgemount PR A Case Study 16.20 Summing up and group discussion 16.30 Close
- 5. Referral Culture Your advocates speak well of you when you're not there. Nicole Bachmann
- 7. Key Steps to an Engagement Strategy • Know the Audience • Have Goals • Use Advocates • Be Useful • Be Found • Make Action
- 9. Who? Brickie or architect ellearchastrid
- 12. Which are You?
- 15. Social Objects Vincent Des Jardins http://gapingvoid.com/so/
- 16. Have the Conversation Erix 4.
- 19. Windows5 minutes
- 21. What to measure •Reach • Impressions, not followers
- 22. What to measure •Reach • Impressions, not followers •Engagement • Likes/RTs/Comments (not eng rate)
- 23. What to measure •Reach • Impressions, not followers •Engagement • Likes/RTs/Comments (not eng rate) •Action • clicks, downloads, enquiries
- 24. Key Steps to an Engagement Strategy • Know the Audience • Have Goals • Use Advocates • Be Useful • Be Found • Make Action Images: Creative Commons@SuButcher
Editor's Notes
- Chris is going to present some of the results of this year’s huge CMI market research project of construction professionals which should show us how social fits into the media landscape at the moment. Will is going to use is insider track understanding of LInkedin to help us think about how LinkedIn could be better used for marketing. We will have a short break for tea and coffee and then Paul Fryer will teach us all about why B2B blogging is so important and show us some examples with plenty of tips on how to get it to work. And Anna Hern will be telling us about an award winning campaign aimed at small contractors. We’ll then bring all the speakers back up to the front for some Q&A so if you have any questions please make a note of them. We’re aming to finish at 4.30 and if you don’t have to rush off do stick around for a chat, I’m sure we’ll go for a drink at a nearby pub.
- I’m going to start us off by sharing five key steps to social media engagement which I’d like you to consider and look out for during the talks. But first lets get a definition.
- What is Social Media? People having Conversations And Publishing Online The Conversation makes it different from traditional media Process of discussing and sharing is what amplifies your message. It is a communications tool. Also it is Digital Media = Publishing Not just talking about other peoples stuff, we have to make our own. Publishing is what makes good social media work Social and Digital Media has changed the way people find out about you, your business and your people. “Social, be prepared to have the conversation; Media, make something worth talking about.”
- Why would people do that in construction?
- The Construction Industry is notoriously conservative, but it has one thing that means that social media is really useful, and that is that it operates a referral culture. People tend to buy from people they know or trust, and they’ll ask those people for help to solve their problems. I worked in architects’ practices for most of my career, and I’ve seen how construction professionals across the industry choose whom to work with, which products to specify and which projects to be involved in. It all comes down to human relationships; construction is a human business. Social media enables us to build, strengthen and develop new relationships with construction professionals that would be impossible to sustain with just a telephone and face-to-face meetings. As human interactions are the key to successful construction business, social media is an indispensable tool. Key to effective networking is to get people to talk about us when we are not there – be it at a networking event, in the bar or on the golf course. And of course before we act on something we hear about a person, or a project, or an organisation, we will check it out
- And this is how we check it out. Google loves social media, because it is always renewing, so have a go googling your people, your products and services, their types and issues associated with them. You’ll find you can find people on Linkedin, discussions on blogs, conversations on twitter. Social media makes our process of choosing who and what to work with much richer and informative.
- I’m going to do set out five key elements of a successful social strategy, things that you can look for in the presentations we’ve got today.
- The first one is to identify your audience. Begin with the people with whom you want to communicate, and find out about them. It seems so obvious but few people do it. You can do this by market resarch, persona profiling, speaking to your existing advocates, but find out who you need to be talking to and learn about them. Social media will also help you hear what they are saying.
- Your audience might be an architect or it might be a brickie. Our industry is so diverse, these people have different interests and different needs. Get to know them. We’ll be hearing a lot about people’s different audiences today.
- What do we want those people we are targetting to do? Write it down Work out the Ultimate and intermediate steps (Ultimate – specify a product and have it managed to order, intermediate, view a youtube video, download a brochure) Right platforms for your audience
- A common mistake people make is trying to do everything and be everywhere. Surprisingly this is IMPOSSIBLE. When I started looking at social media use in construction I often find companies who had been advised to set up an account on every conceivable platform, and even the biggest companies didn’t have the resource to support it. I even know large organisations who set up their own social networks. In both cases, tumbleweed was the result. You’ll hear people today talk about different platforms. Listen out for what they say about them, why they chose them, and what has worked and hasn’t worked.
- By the way before we move onto no. 3, lets just have a show of hands. How many people would say their primary role and expertise is marketing? How many technical? And How many Sales? I ask this because for the next two steps in particular, you need to have all three types of people involved. Sales meet the audience directly on a regular basis, so they are likely to know the audience best, and if they aren’t involved they won’t participate. Technical are obviously essential if you are trying to understand and communicate with a technical audience who want detail – so you need them to get the level of information right and correct. And Marketing is what presents the information in a useable format. None of these can do social media without the others at some point.
- Third is we need to make something useful. This is the media side of social media. You all have information, you’re all experts in your own unique fields. Publish, publish, publish.
- Why does this matter? Because without usefulness there is absolutely no reason why people will want you, and social media is ENTIRELY opt in, so if they don’t want you they won’t participate. The late Richard White, a sales specialist, author and friend of mine, always used to say to me ‘What is the pain you are going to take away?’ People are always more willing to do something differently if it makes life easier, if it takes away something painful or difficult. So, think about what is in it for them? What will be easier? What problem will it solve? It is always so much easier to get people to do things if the outcome is something they want.
- The role of those of you who are marketers, is to package that expertise into small consumable shareable chunks. These are known as Social Objects. They should be: Useful or Remarkable Targeted Self Contained Opt-In Shareable Free Look for the social objects in the presentations you see today. What social objects could you make?
- The best thing about how the Internet in my opinion is not the information, its the conversation Make it as easy as possible for people to talk to you about your ideas and theirs. Get online and talk to people. Don’t see blogging and twitter as broadcast media, see them as social media!
- You can’t do Social Media on your own. You can’t do it solely with a corporate account. You need to integrate it into the activities of your people, because People are what make social media work.
- Here’s an example of a group of architects talking about some details.
- Here’s an architect friend of mine saving time by asking a product company direct on twitter about what they have. He likes this method much better than calling or emailing, especially if it is a new company, because its quick, he doesn’t have to give away any information, not even an email address, and he can get on with his work. As a result of this quick answer Olsen Windows got his business and they still work together.
- It really is true that ‘you can’t manage what you can’t measure’ Remember we are all on a journey of continual improvement, and we need to look at the results of our work to be able to learn from our mistakes as well as our successes. These days we can measure all sorts of things, but you need to measure things that matter, that give you the right messages. So here’s my advice on the three things to measure.
- Reach – reach, by impressions not just followers. Followers can be gamed and doesn’t mean they are interested. Did they look? Make sure you’re measuring ACTUAL impressions not just POTENTIAL impressions. Not Opportunities to See but actual views, wherever they are available.
- Engagement –likes, RTs Comments (all produce sharing) Don’t be distracted by engagement rate - Engagement rate is impressions divided by no. of engagements so if a well connected person shares your update with loads of people, then the ER will go down!
- Action – clicks, downloads, enquiry form completions. These are the real important things because they are leads – they demonstrate commitment and interest, and in the case of enquiries, can be managed to order. Measure on the platform and on Google Analytics on your website. Lets see what your speakers are measuring and what it tells them.
- So here’s your homework, Listen to your Audience – so you can understand them better. What do you want to Happen? Make sure you set out some simple goals Make Something Useful – and put it in a format that people can understand easily and want to share Be prepared to Have the Conversation – because that is how we grow, and Measure– because that is how we learn. Look out for the learnings on these points you can pick up from the presentations, and don’t forget to jot down your questions for the end.