Ghilotti Construction Does Social Media Right
It’s not a question of ‘if’ or ‘why’ a construction company should be putting effort into a social media marketing campaign. In today’s social media driven society, it’s a question of how can we take advantage of our tools and resources to and create a strategy to build brand awareness and effectively reach an infinite audience over the web.
Construction is a fast paced, entertaining industry with big machines and loud booms that turn dirt roads into superhighways... The perfect recipe for engaging content. Social media is an ideal arena to showcase and create awareness about a construction company, and the work that unwinds in everyday jobs.
Ghilotti Construction Company is a general engineering contractor based out of Santa Rosa, California, that is celebrating 100 years of business and adapting to the technological advancements and the unquestionable need for a social media presence.
Its strategy for a successful marketing campaign is simple, yet highly effective: "Create awareness about our brand and our work using social media, by delivering engaging content to please an audience that thrives off of construction, heavy machinery, dirty jobs, engineering and advancements in infrastructure."
To implement its strategy, Ghilotti’s marketing team works closely with HR, dispatch, estimators, project managers, and upper management to ensure that everything that goes on within the company is documented by a photographer and videographer, in order to build an archive of content that will eventually be shared across social media.
Filming jobs, taking pictures of machinery, and documenting company events, will give an inside look at the companies culture, and create awareness about the type of work that Ghilotti does.
Everyone in the North Bay area of San Francisco knows that Ghilotti is a construction company, but not everyone knows exactly what type of construction they do. Social media is the perfect place to house a virtual showcase of the jobs the company completes, and answer the question “What kind of jobs do you do?”
The most important, and the most difficult part of the strategy, is to not only create engaging content, but to make sure to present it in a way that will keep the audience’s attention. It is also very important to make sure that whatever is shared lives in the relevant location for its audience.
GCC uses Facebook, Instagram, Twitter, YouTube, and a blog on its domain:
For each of these platforms, content must be finely tuned for the audience at hand. For example, Instagram users mostly use the app for pleasure, and want to see aesthetically pleasing pictures.
LinkedIn is a more professional environment, and a perfect place to share awards, contracted jobs, new hires, and project videos.
Across all of social media accounts, Ghilotti makes sure that the content that is posted is formatted specifically for each site, to maximise the effectiveness. Also, Ghilotti will target specific audiences that have interests in construction, and who are located in the San Francisco/North Bay area through Facebook paid ad promotions, to maximise the effectiveness and drive more engagement to their posts.
Here is Ghilotti’s strategy summarised, but it’s up to you to get the jobs, do the work right, document it, and present it in a creative and engaging way. Good luck!
1. Collaborate with all divisions of business to gather content and to stay on top of everything that happens within the company;
2. Create fun and engaging content;
3. Tailor your posts to each social platform;
4. Stay active on your accounts, and make sure to use paid promotions ever so often to get your posts out to a larger audience.
Many people question the effectiveness of marketing a construction company on social media. If your only concern is driving leads, maybe it isn’t the right place for you.
Although, if you want to build brand awareness, inform your customers about your company, and have a loyal following, then you should reconsider. And hey, you never know who is looking at your profile. Who said social media can’t land you a chunk of private construction work, or a $50 million commercial job?
XYZ Reality receives £20m to develop Assisted Reality
Founded in 2017, XYZ Reality aims to "revolutionise" the construction sector with its Engineering-Grade Augmented Reality (AR) solution, Holosite.
Designed to enable an on time and on budget delivery of construction projects, by eliminating building errors, HoloSite has been available to select customers through an early access programme and has already been used on projects totalling a value of over £1.5bn in the last year.
With approximately 98% of construction megaprojects facing cost overruns or delays and 7-11% of project costs being spent on correcting errors, XYZ Reality’s purpose-built integrated AR solution directly addresses these issues.
With its safety certified AR hardhat, cloud platform and in-built proprietary software, Holosite accurately positions high fidelity 3D design models on construction sites, enabling teams to build it right, first time. The technology system has been used on complex construction projects including data centres, pharmaceutical facilities and airports.
This funding will be used to accelerate the company’s ambition of transforming projects by preparing for HoloSite’s commercial launch in the USA and continuing investment in strengthening research and development. The company is also growing its London team to include key hires across technology, manufacturing, sales and marketing.
David Mitchell, Founder and CEO of XYZ Reality, said developing its engineering-Grade AR solution helping construction teams identify errors in real-time is just the start.
"The next phase is Assisted Reality, where our spatial computing technology will have the intelligence to automatically detect and report issues in the field. And ultimately, the goal is builders building from holograms. Our vision of developing world changing products aligns with Octopus Ventures’ mission of investing in companies that are powering the next industrial revolution. We look forward to building history.”
The latest round of funding is led by Octopus Ventures, one of the largest and most active venture investors in Europe, known for its commitment of investing in companies and founders that are changing the world. Octopus Ventures has a strong track record, spanning investment in health, fintech, consumer, B2B software, and deep tech. This includes WaveOptics, one of Octopus Ventures’ early investments in Augmented Reality, which was recently acquired by Snap Inc.
Rebecca Hunt, early-stage investor at Octopus Ventures, said: "We’ve always invested in entrepreneurs leading industry change and XYZ is doing just that. It's solving a massive problem that costs the construction industry billions every year, using its Engineering-Grade Augmented Reality solution to spearhead a shift in the sector’s approach. The founding team of David, Umar and Murray have deep domain and technical expertise, which we believe makes XYZ uniquely placed to drive this transformation.”
XYZ Reality also announces a new partnership with Mace, for the construction of a hyper-scale data centre in Europe. With speed to market being particularly essential for mission critical builds, HoloSite’s AR technology will have a significant role in supporting an accurate and time effective build for Mace, which last week appointed Jon McElroy its new Managing Director for International Technology.
Mace Technical Director, Stephen Henley, said: “Mace has built a reputation of redefining the boundaries of ambition, always bringing efficiency, innovation and responsibility to our projects. With the implementation of XYZ’s groundbreaking AR system, we continue to be committed to delivering projects faster, safer and better than ever before.”
Five years ago, Heather Bellini of Goldman Sachs Research expected virtual and augmented reality to become an $80 billion market by 2025.
But according to new research by global tech market advisory firm ABI Research, nearly 28 million augmented and mixed reality smart glasses will ship in 2026, while the total global AR/MR market will surpass $175 billion in the same year.
"Major tech players across hardware, software, and services look familiar in the consumer space, contributing to strong and consistent overall growth," says Eric Abbruzzese, Research Director for ABI Research. "Those big tech names, with active investment and product ranging from already available, to announced, to all-but-announced, are creating a consumer AR market that will be dynamic and welcoming rather than struggling and immature."