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?
BT and Microsoft unveil strategic partnership
BT and Microsoft have launched a strategic partnership to accelerate innovation across enterprise voice, cyber security and industry-focused services in sectors from digital manufacturing to health.
BT has already been named one of the first development partners for Microsoft Operator Connect and Operator Connect Conferencing. The renewed agreement will allow BT to build on this relationship and offer its own branded global managed voice services directly through Microsoft Teams, with an approach that further enhances customer experience and creates new opportunities for growth.
The strategic partnership will build on BT’s existing portfolio of cyber security services built on Microsoft technology. It will see the companies push forward with the design and launch of a new generation of managed security services to enable and protect the modern collaborative workplace. BT will work closely with Microsoft to develop distinct security propositions to defend customers’ operations across the cloud as well as its own IT estate.
Sustainability and collaboration on digital skills are integral to the partnership. BT and Microsoft will work together on further enhancing sustainability credentials within their supply chains and join forces on promoting digital skills in the communities.
“BT and Microsoft are at the forefront of innovation in global digital platforms and connectivity that will take technology and communication beyond limits,” said Bas Burger, CEO of Global at BT and executive sponsor of BT’s partnership with Microsoft. “This partnership will ensure all of Microsoft’s solutions work ‘Best on BT’ and support both companies’ commitments to improving digital skills in the community.”
Omar Abbosh, corporate vice president of industry solutions at Microsoft, said: “BT can use Microsoft’s cutting-edge tools to develop new communications services that meet the needs and demands of today’s customers. By aligning our visions for communication, connectivity, security and digital technology, Microsoft and BT will support real growth for businesses across the world.”
Microsoft's vision is to transform construction and built environment businesses with design innovation, a supply chain you can control, and a connected, safer, more productive workforce.
Microsoft recently unveiled strong results for the quarter ending June 30:
- Revenue totalled $46.2 billion, up 21%
- Operating income was $19.1 billion, up 42%
- Net income was $16.5 billion, up 47%
- Diluted earnings per share was $2.17, up 49%
For the year, revenues totalled $168.1 billion (up 18%), operating income hit $69.9 billion (up 32%), net income was $61.3 billion GAAP and $60.7 billion non-GAAP, and increased 38% and 37%, respectively.
“We are innovating across the technology stack to help organizations drive new levels of tech intensity across their business,” said Satya Nadella, chairman and chief executive officer of Microsoft. “Our results show that when we execute well and meet customers’ needs in differentiated ways in large and growing markets, we generate growth, as we’ve seen in our commercial cloud – and in new franchises we’ve built, including gaming, security, and LinkedIn, all of which surpassed $10 billion in annual revenue over the past three years.”
In a trading update last month, BT reported profit after tax £2m, down £446m, due to a "one-off tax charge in the quarter to reflect the remeasurement of deferred tax balances following the enactment of the new UK corporation tax rate of 25% from April 2023".