ais conference – building a better contractor serving the interiors sector virtual reality using...
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AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Virtual reality
Using Social MediaChris Ashworth
managing directorCompetitive Advantage
Consultancy
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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Serving the interiors sector www.ais-interiors.org.uk
Where do you get your business?
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Your advocatesspeak well of youwhen you're not there.
Nicole Bachmann
Golf by Robert Scoble
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
tylerdurden
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Before you call…
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.ukServing the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
How Linkedin works via Google
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Your public home online
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Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Communication
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Communication
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Decision making process
AWARENESS
INTEREST
EVALUATION
TRIAL
ADOPTION
PRODUCT DIRECTORIES
PRESS COVERAGE
ADVERTISING
LITERATURE
DIRECT MAIL
MEETINGS
PPQ
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
An array of choices
Courtesy IAS B2B
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
What’s available
• Social Networks
• Blogs
• Micro Blogs
• Video
• Sharing
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Social Networks
• Facebook• LinkedIn• Building Network• Property Network• tCn• RIBAnet
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Construction Media IndexArchitect Communication ChannelsInterior Designer Communication ChannelsEngineer Communication ChannelsSurveyor Communication ChannelsMain Contractor Communication ChannelsSpecialist Contractors Communication ChannelsHousebuilder Communication ChannelsResidential Journal ReadershipEducation Journal ReadershipHealthcare Journal ReadershipRetail Journal ReadershipOffices Journal ReadershipOther Commercial Journal ReadershipFactories & Warehouses Journal ReadershipPublic non-Housing Journal ReadershipKey Journal CommunicationsOnline & Face to Face Communications
www.cadvantage.co.uk/construction-research/cmi.aspx
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Social networks
Membership of Social Networks - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Social networks - LinkedIn
Membership of LinkedIn - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Social networks – future usage
Proportion expecting use of Social Networks to increase - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
How Linkedin works on the inside
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Serving the interiors sector www.ais-interiors.org.uk
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AIS Conference – Building a Better Contractor
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Serving the interiors sector www.ais-interiors.org.uk
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My UK network includes*
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178
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4412 Construction Journalists
Property Developers
Quantity Surveyors
Construction MDs
Estate Agents*2 degrees away
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Blogs
Proportion reading work related blogs - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Blogs
Proportion expecting use of blogs to increase - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Blogs - free your data
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.ukthelongtail.com
Long Tail
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Long Tail Searches
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.ukTin-Silver Solder Alloy for Stringing and Bussing Solar Modules
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Micro blogs - Twitter
Membership of Twitter - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Twitter – Work Tool
Is Twitter used to help with work - Construction Media Index: March 2011
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Microblogs
It’s not the Party34
Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Video
• Easy for viewer to understand• Increases exposure• Low cost
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Video
http://btpreservation.co.uk/ 37
Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Video and augmented reality
http://vimeo.com/3118556238
Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Sharing
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Sharing is: Publishing
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Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Sharing : free your data
Sika Sarnafil
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AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
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Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
£3m in 10 months
https://www.facebook.com/EACHhospices44
Serving the interiors sector www.ais-interiors.org.uk
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Rules
• Integrated communications• Linking information• Feeding to website
• Consistent messages• Information of value• Selected individuals communicate
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Chris Ashworth Su Butcher
Competitive Advantage Consultancy Ltd
Strategy Development & Implementation
Customer Research Training & Development
[email protected] www.cadvantage.co.uk
Contact: www.justpractising.com Twitter: @SuButcher
Images: Creative Commons
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Exercise
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?
AIS Conference – Building a Better Contractor
Serving the interiors sector www.ais-interiors.org.uk
Chris Ashworth Su Butcher
Competitive Advantage Consultancy Ltd
Strategy Development & Implementation
Customer Research Training & Development
[email protected] www.cadvantage.co.uk
Contact: www.justpractising.com Twitter: @SuButcher
Images: Creative Commons