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Best practice marketing, social media and BIM

Liz Male

Hannah Mansell

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BWF Marketing Toolkit

Sample Marketing Plan including:

Clarifying your vision and mission

Market analysis

Identifying/understanding target markets

Competitor analysis

SWOT analysis

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BWF Marketing Toolkit

Setting measurable objectives

Identifying your key messages

Whole range of tactics to choose from – from direct channels, advertising, events, digital, PR, social media etc.

Planning and budgets

Measurement and evaluation

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Assuming you know your targets, your next 3 priorities:

1. Maximise the core:

Your website. • Valuable content – advice,

news, case studies etc. • Updated monthly • Optimised for Google • Social sharing tools • Clear calls to action

2. Use a mix of activities to drive

customers to the core. • Events, exhibitions, hospitality • PR & media relations • Direct mail, email • Advertising, directories • Social media

3. Measure everything and cut out

anything that’s not working.

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Social media – why bother?

To drive better traffic to your website

To prevent customers from going to a more approachable competitor

To find new customers and get introductions

To build profile and relationships by sharing stuff of value and being helpful

To transform customer service

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Social media – when to avoid

When all you can think of to say is “BUY THESE PRODUCTS”

If you’re doing something secret or dodgy

While drunk or annoyed with the footie

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Which one shall we explore?

Your basic essentials:

LinkedIn

Twitter

YouTube

Google+

Pinterest

Facebook (maybe)

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Social media – levels 1-3

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A glimpse of the ‘future’ (ie. Friday)

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BIM – a marketing opportunity When will you be selling your BIM

expertise and experience?

Start with learning the lingo

Build a portfolio of case studies

Product catalogue BIM object library

An opportunity for market leadership

But beware of BIMwash! BIM ≠ Revit

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British Woodworking Federation

Building Information Modelling – BIM 2015

Hannah Mansell BA (hons) MSc

Technical Liaison Manager

2015

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Building Information Modelling

AGENDA:

• What is BIM?

• Different types of BIM

• Different Levels of delivering BIM

• Who is involved?

• Timescale for Delivery

• BWF / BIM Strategy

• BIM for BWF Members – Current Activities

• The Political Perspective

• Software and BIM Libraries

• Commercial Opportunity

• Opportunities for our members’ products.

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What is BIM

• Building Information Modelling

• Managing Technical Data relating to a

specific construction products.

• The digital exchange of technical

information between different

stakeholders in the building process.

• It is a Protocol for working,

managing and

exchanging data.

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Who, What When, Where and Why?

WHO: Architects / Building Designers / Procurement /

Manufacturers supplying Construction Products / On sire

installation, Building Operations and Management,

Demolition.

WHAT: The secure exchange of Digital information between

different stakeholders in the building process

WHEN: Full Level II implementation by 2016

WHERE: UK wide. Government Projects over £50 Million.

(NOTE: BIM can be adopted by ANY building project.)

WHY:

• Streamline design / building and procurement process.

• 3D modelling may helpo to identify where different

construction products would conflict within a building.

• Save money, increase qualkity on site

• Take resposibility for the long term for the management of a

buiulsding.

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Different Levels of BIM

Level 0: use of 2D CAD files for production information:

Level 1: acknowledges the increased use of both 2D and 3D information on projects.

Embraces the need for management processes to sit alongside design processes. BS

1192:2007, Collaborative production of architectural, engineering and construction

information – Code of practice.

Level 2: Requires the production of 3D information models by all key members of the

Integrated Team. However, these models need not co-exist in a single model.

Level 3: Single project model.

It will be possible for:

• early ‘rough and ready’ design analysis.

• cost models to be quickly derived.

• health and safety aspects of the construction

and maintenance of the building

to be analysed.

• asset management,

and other

feedback information.

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Timescales and methods for

delivery

This diagram is important as the maturity levels (level 0, 1, 2 and 3) are widely

referred to in the industry to the extent that the Government’s phased

implementation is based on these levels: from summer 2012 projects will be

required to implement level 2 BIM, with the Government’s aspirations being to have

fully collaborative BIM with all project and asset information, documentation and data

being electronic as a minimum by 2016.

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BWF BIM Strategy

•Education.

•Participation.

•Development of Resources for our Members.

•Use the emergence of BIM to optimize on opportunity for the timber industry

and our Members’ products.

•Actively take part in the drafting of PDT and PDS to ensure that the content

and data fields are suitable for our products and cover the detail.

•Investigate opportunities where BIM may improve the exchange of specific

detailed product information (e.g. fire door installation).

•Provide resources that our members can use to introduce BIM into their

businesses in accordance with the BIM timescale.

The first thing anyone can do, about any issue, is get informed.

Adora Svitak

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BIM for BWF Members – 2015 Activities

•Invitation to review or take part in BIM working groups and

drafting of PDT and PDS.

•BIM Technical Meeting for wider membership. – BASIC BIM

•2 sessions at BWF Members Day

- What is BIM

- Implementing BIM

- Website Resources

•BWF to host Generic BIM data

•BWF to assist their members in producing Specific Product Data

•BWF to use the BIM Platform for the promotion of our members

products.

•BIM Guide for Manufacturers

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The Political Perspective

• Government Construction

Strategy

• Wide political support of BIM –

cross party

• Likelihood that BIM will be

supported in the future, but it

may manifest into a different

form than currently seen.

• Tight deadlines – achievable?

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What the Manufacturer may

want to consider. • What is the understanding within business by all levels of what BIM is?

• Does your company think BIM is relevant or represents a commercial

opportunity or advantage?

• Do you have a BIM strategy?

• Speak to your customers – (Housebuilder etc) – What BIM info are they

currently asking for?

• Do the customers understand what BIM is?

• Do they have the software in place to manage BIM information throughout

the life of the building?

• Are you considering upgrading of

R&D software

– worth talking to software

developers as to how they see

BIM developing and provisions that

they are making within their software.

– Proceed with caution.

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Commercial Opportunities?

• Opportunity for manufacturers to get

their products specified at the very

beginning of the design process –

Stop the dilution of the specification.

• Central control of procurement –

specifications will already exist

• Possible advantages when exporting

Product as BIM is internationally

used.

• Using PDT to cross reference /

compare competitors products

• Environmental data – Data field

required on PDT.

• The lead control of the building may

prefer to go to one company that can

manage supply, installation ,

maintenance etc rather than many

different suppliers.

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Other Opportunities

• Sticking to the specification through the design /

procurement / building and maintenance.

• Method of cascading documentation relevant to

certification, product performance, installation etc

• PDT will communicate direct link to manufacturers

contact details.

• Timescales for implementation.

• Offsite building

• Supply of Construction systems NOT just single

products.

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Finally a word of warning...

• Software investment and Current Provision.

• BIM Libraries.

• Are the projects that you supply to BIM enabled

– are they likely to be in the future?

• BIM consultant investment.

• Lack of education within companies and

customers.

• Consider the current construction site and the

issues that they contend with on site. (dilution of

specification, poor installation, poor training.)

• Is the construction industry really at a stage

where they can implement BIM – Data

Management, Software. Training,

Understanding.

• What form will BIM manifest itself into after the

General Election?