Construction Today - March 2011 - (Page 6)

SOCIAL MEDIA Using online networks effectively can engage your customer base. BY DOUGLAS DERUBEIS1 BEST FRIEND T hirty years ago, I attended an association meeting workshop with 20 business owners who were enjoying various levels of success in their industry. We were to share our experiences about stimulating new business through the use of direct mail. I was having some encouraging success with direct mail and was hoping to pick up a nugget or two from the others as they bragged about how they used direct mail methods to grow sales. To my surprise, all I heard were tales of failed campaigns and statements of how worthless direct mail was as a sales technique. At first I was mystified why I was achieving some level of success while the others were finding direct mail to be an unacceptable expense. But on my flight home, the answer came to me: the reason I was successful in my use of direct mail was because I viewed it as an indispensable element of my total sales process — a way to stimulate interest that would ultimately lead to closed deals — while my peers viewed it as a sales process unto itself. The same is true of social media today. The Your Business’ 6 CONSTRUCTION-TODAY.COM MARCH 2011 http://www.CONSTRUCTION-TODAY.COM

Table of Contents for the Digital Edition of Construction Today - March 2011

Construction Today - March 2011
Table of Contents
Social Media
Exploring BIM
Best Practices
Urban Construction
Building Growth
Bermúdez, Longo, Díaz-Massó (BLDM), S.E.
Wadman Corp.
Universal Builders Supply Inc.
Harold O’Shea Builders
Ralph L. Wadsworth Construction Co. LLC
Hudspeth & Associates Inc.
Dana B. Kenyon Co. – Florida State College at Jacksonville
Kaback Enterprises
Hyder Construction
On Site Management Inc.
Retail Developers in Ontario
Morguard Investments Ltd. – Bramalea City Centre and Expansion
Ivanhoe Cambridge Inc.
Bayfield Realty Advisors Inc.
Rudolph and Sletten
Collavino Construction Co. Inc. – One World Trade Center
MW Builders – Fort Leonard Wood AIT Barracks, Phase 1
Thor Construction
Weir Welding Co.
JE Dunn Construction Co. – Woman’s Hospital
Manhattan Kraft Construction Co. – Sarasota Police Department Headquarters
P.J. Hoerr Inc. – Advocate BroMenn Medical Center
Poettker Construction – Watterson Towers Renovations
Merit Kitchens
BBL Builders – Columbia Parc at the Bayou District
Reliable Builders Inc.
Joe Hall Roofing
ECM International Inc.
Branch Highways Inc.
GCC America Inc.
HOK: NOAA Pacific Regional Center
Last Look

Construction Today - March 2011