CIB COMMUNICATIONS

The changing face of construction marketing - getting leverage from new technology Gavin Tadman & Catherine Towns

Thursday, 18 April 2013

What shape does the current digital landscape have?

Thursday, 18 April 2013

Understanding communications

Thursday, 18 April 2013

Understanding communications
Digital marketing means different things to different people Even within this audience today each person would come up with a different definition

Thursday, 18 April 2013

Key Issues

Thursday, 18 April 2013

Key issues - Communications

The rapid move to digital communications CIB saw its first client advertise solely on-line in Feb 2012 GE Lighting filmed every part of Light & Building, Frankfurt in April 2012 and posted this via a dedicated YouTube channel, rather than issue press release

Thursday, 18 April 2013

How did we get here?

Thursday, 18 April 2013

Key issues - Communications - The rise of video

- Over 400 billion hours of video are watched each month on YouTube - Over 1 billion playbacks a day on YouTube mobile - More than 1 billion unique users visit YouTube every month - 72 hours of video uploaded every minute - 1 in 4 tweets has a link to YouTube Embedding video on your site and having a presence on YouTube, gives you a 53 times higher likelihood of a Google front-page search result.

Thursday, 18 April 2013

Key issues - Communications - The rise of video

In April 2012, HMRC published new guideline for senior accounting officers It consisted of a 170 page document, available for download from their website

Thursday, 18 April 2013

Key issues - Communications - The rise of video

PWC, the largest accountancy firm also made this document accessible from their website However, even they thought it was too dry and long for anyone to read It therefore decided to produce a video to highlight the key points that senior accounting officers should be aware of

Thursday, 18 April 2013

Key issues - Communications - The rise of video

Thursday, 18 April 2013

Key issues - Communications - The rise of video

The results: 8 people downloaded the pdf from www.pwc.co.uk 35,000 viewed the video hosted of www.pwc.co.uk

Thursday, 18 April 2013

Key issues - Communications - The rise of video

It would also call into question the future relevance of literature: Corporate overview Technical data Sales literature

Thursday, 18 April 2013

Key issues - Communications - The rise of video

https://vimeo.com/58528404

Thursday, 18 April 2013

Key issues - Communications - The rise of video

https://vimeo.com/45203727

Thursday, 18 April 2013

Key issues - Communications - The rise of video

http://vimeo.com/48150772

Thursday, 18 April 2013

Understanding communications

Consider this: The Architects Journal has seen its weekly paid for, printed circulation fall from around 22,000 at its height to around 7,000 Many have migrated to www.architectsjournal.co.uk

Thursday, 18 April 2013

Understanding communications

Consider this: But at present it has over 63,000 followers on Twitter

Thursday, 18 April 2013

Understanding communications

But one size does not fit all: Building: 26,500 followers Construction News: 8,537 IStructE: 5,196 followers FMB: 4,538 followers

Thursday, 18 April 2013

Understanding communications
Therefore with different sectors of the market accessing their material in different ways You need to consider which tools and channels are most relevant to you target audience

Thursday, 18 April 2013

Its the technology - stupid

Thursday, 18 April 2013

Online
The phenomenal rise of the smartphone and the tablet has changed and will change the way we access our information Mobile internet browsing is expected to overtake fixed access internet browsing by 2014

Thursday, 18 April 2013

Online

Thursday, 18 April 2013

Online
Christmas 2012 saw the explosion of tablet sales, as they have become more affordable and accessible since the launch of the iPad The prediction is (from IDC) that tablets will outsell laptops this year

Thursday, 18 April 2013

Online
With the sales of tablets to overtake all PC sales by 2017

Thursday, 18 April 2013

Online

Thursday, 18 April 2013

Online
We therefore have to consider how our websites look on mobile devices:

Thursday, 18 April 2013

Online
We therefore have to consider how our websites look on mobile devices: Responsive website design

Thursday, 18 April 2013

Online
We therefore have to consider how our websites look on mobile devices: Responsive website design

Thursday, 18 April 2013

Advertising

Thursday, 18 April 2013

Advertising
In the 2011 it was reported that more than 1 in 4 of ad budgets were spent online In 2013, online ad spend is now closer to 30% This is purely on display advertising and doesnt account for other types of digital spend such as: E-communications SEO PPC Video ads

Thursday, 18 April 2013

Advertising
However, it has been noted that since their inception, the click through rates on these on-line ads have declined In the UK, in general, display ads have approx a 0.07% click through rate. On construction websites, it tends to be a lot higher - between 0.12% and 0.24% The most interactive format for on-line advertising is large rectangular (336 x 280) The least being a full banner (468 x 60) It seems that banner blindness is alive and kicking.

Thursday, 18 April 2013

Advertising
But if you reference the purpose of display advertising, what is it there to do?

Thursday, 18 April 2013

Advertising
But if you reference the purpose of display advertising, what is it there to do? Display, as in its definition......

Thursday, 18 April 2013

Advertising
But if you reference the purpose of display advertising, what is it there to do? Display, as in its definition...... But with magazine advertising, it is years since weve been able to measure them So clients are happy to use these as an opportunity to promote Why should on-line be any different?

Thursday, 18 April 2013

Advertising
If it is measurability that is required, there are a number of tactics that publications are now offering

Thursday, 18 April 2013

Online - Media - CPD

www.bdonline.co.uk/cpd

DPS CPD & ad, plus one month online Specifiers fill in the questions online to receive their CPD points Accessed via Building Design & Building website

Thursday, 18 April 2013

CPD with Building Design

A Specifying Aluminium Curtain Walling CPD ran in the 30th November issue of Building Design and online http://www.bdonline.co.uk/business/cpd/ This was also available for 8 weeks online and had over 1300 architects complete it. An impressive list of architects as well as main contractors and developers has been generated from this stand out activity Similar strong returns for: Metal roofing supplier - 1280 Paint manufacturer - 1125

Thursday, 18 April 2013

RIW - Remember Its Waterproofing

Target Audience Architects specifying structural waterproofing products
Weve squeezed 90 years of structural waterproong expertise into just six minutes. Open to nd out more

Text
If undelivered please return to: RIW, Arc House, Terrace Road South, Bineld, Berkshire RG42 4PZ

Thursday, 18 April 2013

RIW - Remember Its Waterproofing

Video #1

Location, location, location

Waterproong a movement joint is never an easy task. What are the golden rules for a successful application?

Video #3

Flying colours

Video #4
For the most concise advice on waterproong, watch our videos at:

Keep it simple
Take the time to fully understand the complexities of any installation in order to choose the simplest solution. What might the installer have to accommodate on site?

www.rememberitswaterproof.co.uk
Its vital that two-coat liquid waterproong systems are applied evenly and to the same thickness. How can colour coded products add an element of quality control?

or call our technical team 01344 397777

Video #2

Batten down the hatches

Some site conditions make it difcult to dry a substrate sufciently to apply a water sensitive waterproong system. What products are most suited to damp environments or applications such as basement excavations?

Thursday, 18 April 2013

RIW - Remember Its Waterproofing

Advertising Direct marketing On-line campaign All points to www,rememberitswaterproof.co.uk A series of videos, showcasing RIWs case studies and technical support

Thursday, 18 April 2013

RIW - Remember Its Waterproofing

Supported by: Webinar ran with Building.co.uk Total registrants 929 Total attendees 426 With a follow up email to all registrants which again generated a good response: Registrants - 43% Opened and 31% Clicked through

Thursday, 18 April 2013

Hot Buttons?

Thursday, 18 April 2013

BIM
With more specifiers likely to seek BIM information, product manufacturers need to be thinking about how they will respond: They need to provide BIM objects that specifiers can download and include in their designs In multiple formats, not just only Autodesk Revit In addition, they need to make the specifier aware of its existence through its general content marketing, be it through links its own website, videos, CPDs, datasheets, on-line directories (NBS, RIBA) etc.

Thursday, 18 April 2013

BIM
With more specifiers likely to seek BIM information, product manufacturers need to be thinking about how they will respond: They need to provide BIM objects that specifiers can download and include in their designs In multiple formats, not just only Autodesk Revit In addition, they need to make the specifier aware of its existence through its general content marketing, be it through links its own website, videos, CPDs, datasheets, on-line directories (NBS, RIBA) etc. Or will specifiers want to go back to looking for all their information from one source using online technical and CPD download portals?

Thursday, 18 April 2013

BIM
With BIM Level 2 requirement on all centrally funded projects by 2016, a recent survey shows slow take up: Three quarters of respondents (81% of SME contractors and 42% of large contractors) admitted being either unfamiliar or only vaguely familiar with the Levels of BIM which are used to describe tools and techniques at different maturity levels. Only a quarter of large contractors said that they both understood the level of BIM and had actively considered the implications for their projects. Only 27% of architectural practices currently use BIM Does the industry, or its marketeers need to get their act together? Or will it be another government scheme that gets reviewed?
Thats why weve been BIM Ready for years...
To download BIM models, a Systems brochure, NBS specs and drawings visit www.kalzip.com

Kalzip always looks to the future...

Thursday, 18 April 2013

Pinterest
69 of the worlds top 100 brands now have Pinterest accounts Is it relevant to your business? It is still driving more traffic to websites and blogs than Twitter, LinkedIn, Google+, or YouTube. For this reason alone, its worth considering As a visual medium, is it something you can capitalise on? Pinterest has now added new business accounts for brands who want to use pinning to market their companies

Thursday, 18 April 2013

QR Codes
A couple of years ago they seemed to be the next big thing: On billboards On the page ads On packaging Are they still of relevance? Or are they replaced by invisible ink and augmented reality apps that you simply run your smartphone over, rather than take a picture of the code and then send it?

Thursday, 18 April 2013

Facebook
Its gone a bit weird lately, coming up with sometimes improvements to support its share-price: Facebook Home - a new home screen replacement for Android devices, which Facebook describes as "a family of apps that puts your friends at the heart of your phone Or more cynically, it will bring advertising on mobile app networks to a whole new level and will be able to consistently gather user data and open up opportunities for highly targeted ads It is currently testing paid messaging. For the equivalent of $1 you can send a direct message to someones inbox, even if they are outside of your network of friends But the company is testing higher price points for celebrities and public figures on the site Enabling manufacturers to be able to directly target: Architects Builders Journalists

Thursday, 18 April 2013

The Press

Thursday, 18 April 2013

The Press
An overview by Catherine Towns PR Director, CIB http://www.youtube.com/watch?v=jrHTBkw-xq0&feature=youtu.be

Thursday, 18 April 2013

And finally.... Every other major industry in the world has had their traditional processes and methods fundamentally changed by information technology, except the built environment. Banking, pharmaceuticals, sports, transportation, government Now it is the time for the AEC market to undergo these changes. You have not asked for this change, but it is now upon you. It is your task to accept this challenge or be buried by it.
Gordon Feller, CISCO SYSTEMS. INC

Thursday, 18 April 2013

@gavintad

Thursday, 18 April 2013