deliverable d 8.6 social media · deliverable d 8.6 – social media pioneering construction skills...

This project has received funding from the European Union's Horizon 2020 research and innovation programme

under grant agreement No 785155

Deliverable D 8.6 – Social Media

Pioneering Construction Skills for collaboration towards sustainable energy and efficient nearly zero energy buildings. A multidisciplinary skills approach that

incorporates the entire design chain, full material life cycles, and energy production and consumption in building sector.

Project Acronym: BIMcert

WORK PACKAGE 8

DELIVERABLE D35

DECEMBER 10TH 2018

Deliverable information

Deliverable number and name D 8.6 Social MEdia

Due date Month 3

Delivery Month 6-10

Work Package WP8

Lead Partner for deliverable EIHP

Author Toni Borković (EIHP)

Reviewers Work Package Leads (WPLs)

Approved by All partners

Dissemination level

Confidential, only for members of the consortium (including the Commission Services)

Version Final

Ref. Ares(2018)6492792 - 17/12/2018



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Table 1. Document revision history

Issue Date Version Comments

30th May 2018 0.1 First draft

10th December 2018 1.0 Final version



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TABLE OF CONTENTS INTRODUCTION ................................................................................................................................ 3 SOCIAL MEDIA APPROACH ................................................................................................................ 3 LINKEDIN ......................................................................................................................................... 4 FACEBOOK ....................................................................................................................................... 6

TWITTER .......................................................................................................................................... 8 YOUTUBE ....................................................................................................................................... 14 DIRECTORY .................................................................................................................................... 15 IMPROVEMENT POSSIBILITIES ......................................................................................................... 16



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INTRODUCTION

BIMcert Social Media activity is envisioned as the support to project online presence, and as a

standalone activity generating the additional project presence in the public. Initial analysis of the

project audience during the project preparation period indicated that social media would be a

useful information channel, and that traffic should be generated through expanding existing

partner networks in social media.

SOCIAL MEDIA APPROACH

Strategy in using the social media for the project communication and dissemination is based on

the fact that partner network is already represented in the social media. Differences exist among

the partners, but each of the project partners is included in one or more social networks.

strengths weaknesses

- partners are personally involved in one

or more social media networks

- low personal effort level in sharing the

content required as the networks are

already filtered by personal preferences

of the partners involved

- potentially large audience

- visible response of the public to the

project

- possible disparity between the social

network coverage and targeted

audience

- insufficient attention to contents shared

and response to the message

- large audience requires personal effort

of each partner to follow and interpret

the effect of the communication

opportunities threats

- further expanding the partner’s social

networking capabilities

- large number of varied messages can be

shared to the audience and response

tracked

- branching in communication reaches

previously unexpected audience and

gives wider project coverage

- following and tracking the messaging

- misinterpretation of the project

message when reaching the non-

targeted audience

- following and analysis of the response

is time consuming and subjective

- large traffic doesn’t necessarily equal

positive feedback, or might be even off

topic

- hard to keep focused communication on

project messages and goals



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Initial investigation revealed that most of the partners are actively involved with following social

media:

1. LinkedIn

2. Facebook

3. Twitter

4. Youtube

5. Instagram

LINKEDIN

LinkedIn is the social network of choice among the professionals and remains the most relevant

network in sharing the professional information, although misuse has been identified – from the

network connecting the professionals who actually were in real professional relation, to more

relaxed opportunity searching networking approach.

Weakness of the LinkedIn network is not the network itself, but the profile of the partners

belonging primarily to research and educational milieu, where linking to the wider professional

network on the geographical coverage area is needed. This task requires active involvement of

each partner to try to broaden personal network towards the practicing professionals in

construction. Cross linking between partners covering different market sectors can be useful in

this.

LinkedIn offers the option for building the company web page, and the BIMcert project web

page has been created in 2nd

month of the project, holding the information about the project and

project partners, linked to the project website.

Also, LinkedIn group was initiated before the formal project kick off date, to connect partners

and give opportunity to build personal networks in the early days of the project.

LinkedIn page statistics show that initial traffic on the page corresponds to the promotional

activity on the network at the time of project website publication, with very low traffic in

summer months 2018, and gradual increase in the traffic as the project activities are multiplied in

September, October and November 2018.

Figure 2 Page views monthly



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Figure 3 Site visitors demographics

Figure 4 Site visitors monthly



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FACEBOOK

Facebook page (@energybimcert) has been created on Oct 12th

2018, to reach the audience not

involved in the LinkedIn network. Facebook page options as the events calendar, opportunity to

post video content were employed from the initial date.

Page statistics show that from initial traffic generated on web page creation and consequent

views related to project related events, traffic slowly falls to 1 to 2 vies per day – primarily by

low traffic on the web page and low publication activity.



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Figure 4 Page views daily

Response to the Facebook page is directly related to posting activity of the partners on this social

network. Facebook page is not as relevant as the project website in offering information about

the project but offers quicker response on news related to the project.



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TWITTER Twitter is a fast moving social network, primarily used on mobile platforms. Twitter is

characterized by very short message format (up to 280 characters), which can hold additional

graphic (photo or video) content. Dedicated BIMcert Twitter account is set up

(@energyBIMcert) to distinguish personal, project unrelated information from BIMcert project.

Account has gained 83 followers so far, and further linking to relevant BIM related contacts is

required. Total impressions (views) of BIMcert tweets reached more than 30.000. Out of this,

only 30 mentions of the project were generated (mentions require active involvement of the user

with the twits and can be considered relevant for the project visibility).



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YOUTUBE

Youtube channel as the video content editing and publishing media is used primarily as the

repository for project related and project generated video content.



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DIRECTORY The following table presents social media accounts information for the BIMcert project.

Account address followers comment

LinkedIn

page

https://www.linkedin.com/company/bimcert/ 37

FaceBook

page

https://www.facebook.com/energybimcert/ 49

Twitter https://twitter.com/energyBIMcert 83

Youtube https://www.youtube.com/channel/UC7-

ssTweBKy9SC2tZwcwbkg?view_as=subscriber

1 used as the repository for

video content

Google [email protected] project e-mail account used

for social media network

accounts

mailto:[email protected]



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IMPROVEMENT POSSIBILITIES

Social media in BIMcert project are at this time underused in terms of possible impact and

project reach. Social media are strongly dependent on the contents shared in order to reach

targeted audience and inclined more to informal content.

To boost the social media presence, further actions will be developed and included in the project

communications and dissemination:

- development of visually appealing content for use in social media

- use of more relevant information in project communication to the audience, in order to

reach interests of the professionals

- further broadening the social networking of the project partners towards the intended

project audience



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deliverable d 8.6 social media · deliverable d 8.6 – social media pioneering construction skills...

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