Bart presented on "Marketing in the sector of construction companies", a Livios, Proximity BBDO and Living Tommorow joined initiative to promote the use of CRM and social media in the construction sector. This presentation points out how people involved in a building adventure today tend to use social media to communicate their story, both positive and negative with their friends, peers and... the world.

1. The influence of social builders
Social media in your communication strategy
Erwin Vanherle Bart Muskala
Mgr Strategie & Projecten AdNerd at AdNerds

2. Agenda

3. The Social Web
The Impact Today
Listen, Learn, Act

4. The Social Web

5. !"#$%&'(

6. Social Influence
has always been around.

7. So, why should I care?

8. classic influentials new influentials
passive influencers active influencers
by responding to requests for advice by proactively giving advice
Can I help you? You should try...

9. !"#$%&'(

10. We like sharing
!"#$%&'(

11. I like red
!"#$%&'(
I like blue

12. We are connected
!"#$%&'(

15. YourCompany.be
BOUWINFO.be
vraagbaak

16. 69% research [products] online
before [going to the store to] make a purchase
* Razorfish Feed survey 2008

17. 62% have looked at an online review
at least once before making a purchase
* Razorfish Feed survey 2008

18. The large majority of consumers (61%) rely on user reviews
for product information and research,
with a much smaller group preferring editorial reviews (15%)
or information from brands (8%).
* Razorfish Feed survey 2008

19. 97% declares a digital brand experience
has influenced whether or not
they went on to purchase
a product or service from a brand*
* Razorfish Feed survey 2009

20. Monthly 55% of the Belgian
YourCompany.be
internet population is active
BOUWINFO.be
vraagbaak

21. YourCompany.be
Almost 3 million Belgian
users spent 20 minutes on
average/day.
BOUWINFO.be
vraagbaak

22. YourCompany.be
Almost 3 million accounts
in Belgium, mainly the
BOUWINFO.be
youngest generation.
vraagbaak

23. YourCompany.be
There are about
250,000 active blogs in
BOUWINFO.be
Belgium.
vraagbaak

24. YourCompany.be
There are about 60,000
Twitter accounts in Belgium.
BOUWINFO.be
vraagbaak

25. OK, I got the picture!

26. The Impact Today

33. BOUWINFO.be
vraagbaak

54. The participation inequality
1% creators
5% distributors
9% collaborators
85% consumers

55. Listen, Learn, Act

56. “Why does listening to your customers
sound like a Web 2.0 Idea?
It should be a Business 1.0 Necessity.”
Jeff Jarvis,
Professor Interactive Journalism NYU

57. The reasons why
satisfaction insights money speed

61. “It's like a live focus group that never closes.”
Mark Bernioff,
CEO Salesforce

62. Four steps to success...
listen respond engage measure

63. “Listening requires focus, dedication, continuous efforts
and a whole lot of resources, time and money.”

64. Thanks!
Erwin Vanherle Bart Muskala
Mgr Strategie & Projecten AdNerd at AdNerds
erwin@livios.be bart@adnerds.be