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

1. Constructing
social media
PR and Marketing in a Digital Age
#Target12
martin brown

3. "Sustainability defines and
shapes today's five P's of
Place, Product, People,
Performance and Promotion"

4. BRUNDTLAND
DEFINITION 1987
"Sustainable
development meets
the needs of the
present without
compromising the
ability of future
generations to meet
their own needs."

5. how did we get to 2012
and still be talking
about the same
sustainability issues?
“We can’t solve today’s problems
by using the same kind of thinking
we used when we created them.”

6. We want better communication

7. The world is connected

8. The world is transparent

9. The world is carbon aware
Changing Behaviour
constructco2.com

10. The world loves to share ...
creativecommoners

11. The world finds services online ...
Architect Map
@SuButcher

12. The world seeks innovation
and differentiation

13. The world is becoming
socially responsible

14. 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: fairsnape@gmail.com t: @fairsnape

15. The world is Eco-Refitting
And seeking Living Buildings ...

16. And Next?
Social Value Act
Construction Influence
on Social Wealth is
just being understood.

17. "Social Media should be used
to create social wealth, not sell
products and services"
Umair Haque
Guardian Sustainable Business
#Sustainability24

18. Star Gazing
Innovative
Solid and Reliable
Grounded

19. social media and web2.0 as
enabler for sustainability
green the boardroom with social media
open transparent communications
start real conversations
learn and share
collaborate
sustainability manifesto

20. Social Media and Green Deal
Launched at Green Build Expo
be2greendeal.wikispaces.com
be2camp@gmail.com

21. 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

23. "Currently few better ways of
learning, sharing and
advancing construction
sustainability, than through
social media"
Martin Brown
Why Construction should engage with social media
Guardian Sustainable Business, Built Environment Hub

25. Increasingly relationships that lead to
contracts are being made online, through
discussions within LinkedIn groups for eg

26. social
what?
martin brown e: fairsnape@gmail.com t: @fairsnape

27. 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: fairsnape@gmail.com t: @fairsnape

28. @pauleycreative

29. Why use social media in construction?
What’s the ROI?

30. to see and be seen
be innovative
visibility punch above weight
martin brown e: fairsnape@gmail.com t: @fairsnape

31. leads
technology
client + competitor
intelligence
martin brown e: fairsnape@gmail.com t: @fairsnape

32. staff + clients + people
conversations
communicate projects
martin brown e: fairsnape@gmail.com t: @fairsnape

33. sustainability
best practice
learn + share good news
martin brown e: fairsnape@gmail.com t: @fairsnape

34. Construction
unlocking
the potential of social media
martin brown e: fairsnape@gmail.com t: @fairsnape

35. There go my people I must find out
“
where they are
going so I can lead them.”
French politician Alexandre Ledru-Rollin

36. “We are encouraging use of social media as a method for
continuing the conversations with our clients,”
“The risks of using the media are the same risks that you
have 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: fairsnape@gmail.com t: @fairsnape

37. http://www.davidmeermanscott.com/
martin brown e: fairsnape@gmail.com t: @fairsnape

38. “If we don’t get this
right Gen X and Gen Y
won’t want to work for
us but they will want to
work for someone else”
“you cant hide
anything from us … we
are to social media
savvy”

39. BIM collaboration needs...
being comfortable with being comfortable with
paperless projects, sharing and engaging
with sharing digitally across social media

40. There’s an app …
martin brown e: fairsnape@gmail.com t: @fairsnape

41. Blogs
new look project diaries?
“The value of what
we know is
sharing it”
Learning from clients
martin brown e: fairsnape@gmail.com t: @fairsnape

42. Communicating ….
martin brown e: fairsnape@gmail.com t: @fairsnape

43. 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 onwards
martin brown e: fairsnape@gmail.com t: @fairsnape

44. 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 R
Source:
SMPR @katiebrowntweet

45. Start with your Board
Understand your digital footprint
Have a strategy/policy/guidelines
Engage with Linkedin
Engage with twitter (top 20?)
Switch on Social Media

46. responding to social media?

49. constructing
social media
CREDITS:
martin brown
@eepaul
@fairsnape
@subutcher
@lucymarcus
fairsnape@gmail.com @pauleycreative
@katiebrowntweet

50. Twitter and Linkedin Workshop
Old Broadcasting House
Green Vision Tweetchat
With a
CSR in Construction
18th June, 1pm - 6pm