Marie Grieve

Founder and Director

Costello Palmer Communications

A practical guide to channelling BIM expertise

through content marketing

Audience engagement

Expert panel debate

BIM and content

marketing

Today’s Webinar will be delivered in three stages:

How to engage with us….

@costello_palmer

@stefanmordue

@GeoEnable

@ScotlandBuild

thing!

Understanding BIM…

BIM is a way of working which allows you to integrate the entire life cycle of a building.

BIM has changed the way the construction industry delivers construction projects by driving out inefficiencies and repeat work.

BIM is not just about buildings, it is also about asset management from utilities to infrastructure and real estate.

How to use BIM to your commercial advantage…

BIM beginner?

BIM expert?

Share what you know with your customers to gain greater trust and confidence in your products and services.

From a communications perspective…

BIM uses digital technology to improve the sharing and analysis of data within a construction project.

Therefore we need to be using digital methods of communication to share your BIM expertise.

How to maximise your BIM credentials…

You don’t just want to produce

great digital content, you want

to produce something…

Good content marketing doesn’t sell, it engages, it informs, it creates relationships.

How to develop a winning BIM content strategy…

Be social with your BIM expertise.

Providing content that is useful to customers and advances your business objectives.

Create high engagement by building and maintaining a community around your BIM content.

Customers know how to cut through the clutter, they have control over their viewing and can be ruthless.

Establishing loyalty is essential.

Be meaningful to your customers and start generating earned media.

3 simple steps to achieving a digital fusion, of BIM and

promotional content expressed through online communications channels.

Pinpoint what the right message is for

your customers.

Precision Messaging

Be precise

Never assume you know what your audience/customer wants.

Take the time to find out.

Plan what you want to say

What do you know about BIM?

How have you implemented BIM into your day-to-day business operations?

How will this benefit your customers?

What does this mean for the future of your business?

How does your BIM expertise integrate with the wider construction industry.

Select your channels of communications carefully.

Customers expect a cross-channel journey.

Global active internet users now totals 3.175 Billion, that’s nearly half of the

world’s population (7.357 Billion)

There are over 2.206 Billion active Social Media users, a global penetration

of 30%

1.925 Billion users utilise their mobiles for Social Media platforms

12 new mobile social users are added every second, that’s 1 Million per day

Source: socialmediatoday.com / August 2015

Offer information in instalments so they

come back for the next chapter!

Industry Insight

Shared Knowledge

Valuable Content

What to say and when

Technical knowledge and expertise instils confidence in your products/services.

You’re a leader in your field, ahead of the competition.

BIM offers efficiency savings in time, cost and resources…

…you can pass these savings on to your customers, so now you must tell them how.

Dependable Results

Identify goals and key performance indictors

• What and how are you measuring?

- Social Media interaction

- No. of followers, likes, retweets etc

- Web traffic, web leads

- Sales leads

• Measure these goals against key metrics whether it be gross sales or sales conversions etc.

The rewards…

Shared and useful content equals:

Kick starts any natural search

Drives engagement

Creates brand ambassadors

And ultimately, drives sales

Because at the end of the day, you need to generate new customers.

To summarise

1. Establish your BIM credentials, what do you know and what do you want to share.

2. Who are you sharing it with and what do they need to know.

3. What are the benefits of your BIM implementation?

4. Not just great content, EPIC content!

5. 3 Steps to developing a winning content strategy: Messaging / Channels / Instalments.

6. Generate results.

Please welcome

Stefan Mordue, BA (Hons) DipArch MSc IMaPS MAPM RIBA

Architect and Business Solutions Consultant, NBS Author of BIM for Dummies, BIM for Construction Health and Safety and the NBS National BIM Object Standard

Steven Eglinton FBCS, FBCCart.S, MIoD, MPWI

Director, GeoenableChair, Business Informaton Systems SGBCS, The Chartered Institute of IT

The UK Government 2025 Construction Strategy sets a targetof a 33% reduction in the initial cost of construction and thewhole-life cost of built assets.

How can BIM help achieve this?

There is an understanding that BIM will improve datamanagement and collaboration within projects, to deliver greaterefficiencies through the design, construction and operationalstages.

What are these efficiencies and will benefit the most from them?

We know the UK Government mandate for all public constructionprojects to achieve Level 2 BIM by April 2016, however whatshould private sector construction professionals focus on for BIMto achieve commercial returns on their investments?