how specifiers communicate
DESCRIPTION
Presentation given to the CIMCIG (Chartered Institute of Marketing Construction Industry Group) on Thursday 27 September 2012 at the Building Centre, London.TRANSCRIPT
Su Butcher
• Su Butcher
• BA (Hons) BArch University of Liverpool
• Practice Managementmaap
Inkpen Downie
Barefoot & Gilles
• Social StrategistAssociations
Product Companies
Consultants
Steve J Obrien
Kent Bye
ArticleJeffery Turner
tylerdurden
We pretend we’re good at it
…but we aren’t
What do Specifiers Want?What do Specifiers Want?
• Quick Answers
• Trusted Advice
• The Right Products
• Free Information
Architects don’t care about your product. They want to solve their problem.”
“
Richard Gay
When?
JamesCridland
Myth #1
Myth #2
Push marketing is when the customer doesn’t want your product or service.
Pull marketing is when the customer does want your product or service.
Robert S. Donovan
History
• Architectmap
Jan 2012
iPhone App and..
Find
• Collaborators
• Contractors
• Local Expertise
• Local Suppliers
Architectmap.net
Results
• Traffic• Conversions• Advertisers
How to Start
• Audit• Plan• Train
• Measure
Wildxplorer
© Su Butcher
A Strategic View
Audit
HiggySTFC
Competitors
… are on Linkedin
Plan
Charlie Phillips
Integrated Strategy
© Su Butcher
Train
smi23le
2,337 shares
Engaging = Sharing
Make Social Objects
Vincent Des Jardins http://gapingvoid.com/so/
Free Your Data
Sika Sarnafil
Go Hunting and Farming
Measurewhat matters
#RIBAvillage
Recap:
• Talk to each other
• Do it online
Twitter Stream Graphs
Thank You.
@SuButcherwww.justpractising.com Images: Creative Commons
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