Films to watch out for

Over the last few weeks, I have unofficially researched and curiously paid interest to what our industry has to offer on video platforms such as Vimeo and YouTube.

I am referring to of course online structural engineering videos which have been 'set free' over the web during the last 5 years or so. The assumptions are that these videos have been attentively shot, edited and uploaded in order to inform prospective graduates, graduates, the public at large, and our very own structural engineers upon what it is that our industry is currently up to. Added benefits could also include answering questions like, why we are best positioned to carry out construction project management and design, and to ultimately celebrate in our successes.

WHY VIDEO? 
The current thinking is that the search engine optimising benefits which have been pervasively touted by SEO marketers and advisers the world over, are not the only benefits to be gained from a well executed video campaign. Of the many advantages which have been highlighted are increased brand awareness, credibility, and extra opportunities to advertise on searchable ranking websites - like YouTube. Also, we must recognise as a general rule of thumb, that we prefer to watch videos rather than read long essays.

With this in mind, I set about hunting out some easily searchable examples to review. I used the following keywords on Vimeo and YouTube; IStructE, structural engineering, and structural design. I deliberately restricted the keywords to these. My wish was to emulate the searches of a person who is interested in what our industry might be doing.

THE AUDIENCE
We have already touched upon who we might be communicating to through our video submissions. The types of questions which could very well be on the mind of someone searching for more information are as follows;

1. What exactly does a Structural Engineer do? On a day to day basis.
2. Do I have what it takes to be an Engineer?
3. How interesting or fun might a career in Engineering be?
4. Are Engineers widely respected?.. and are they paid well?
5. Where can I find an Engineer near to me?

The questions above are only a taster of possible lines of enquiry. I feel that without understanding the 'why' part of why someone may search out knowledge of our industry, then reviewing these videos may lose most of its meaning. Box ticked.

SO... WHAT DID WE FIND?

This is it. I typed in the keywords and let the video platforms do their thing, then chose my guinea pigs from the first page of results only. I reviewed and marked them on Presentation, Information, Interest and Call-to-action. Presentation - this includes editing quality, music & audio quality. Information - how well do they answer the questions which may have brought you to the video in the first place? Interest - does the video hold your interest and convey the engineering 'spirit'? Call-to-Action - Is there an under lying message and how inspirational was it?


1. Structural Engineering - produced by the Yorkshire Branch [254views]

Presentation:2/5 Information: 4/5 Interest: 2/5 CTA:1/5 TOTAL = 9/20

[click here]

It is a shame that the first minute of this film had to be plagued with an annoying sound track. Further investigation has led me to believe that the music may be some kind of unofficial IStructE theme tune. My advice would be this. Lose the music. Do it now. I did love the 'stupid street' style interviews and the presenter was quite... well... well presented. I did not feel inspired, but would have felt educated [if I didn't know most of what was coming anyway]. Good start, but lots to improve upon if we are really serious about inspiring students and Engineers to surpass their wildest dreams. Hit the snooze button on this one.

2. Structural Engineer - produced by CBIA Videos [16,858 views]

Presentation:1/5 Information: 3/5 Interest: 2/5 CTA:1/5 TOTAL = 7/20

[click here]

Again quite a low score. A self titled 'day in the life of an Engineer'. What has always been a bug bear of mine, is people not being able to describe what it is we do without using the word Architect in the sentence. There is nothing interesting about this video, yet it has landed 16,858 views. Go figure. Perhaps it was more to do with the attractive looking Engineer and her rather impractical site boots? Please let me know if you see the more to this video than I. Less said about the music the better. Grrrrrr......

3. Civil and Structural Engineering, the ICE - produced by the University of Bradford SoEDT [7,024views]

Presentation:3/5 Information: 4/5 Interest: 3/5 CTA:3/5 TOTAL = 13/20

[click here]

This is the first video to make double figures and has a quite healthy viewer count too. All in all I enjoyed it and felt that they have managed to build into the film a feeling of pride and awe at what the featured Engineers have accomplished thus far in their careers. A great touch was the interview and pithy one liners from Dan Cruikshank "it is the Engineer, at the end of the day who is the heart of every building project". 

4. What is Structural Engineering? - produced by the University of Strathclyde, Architecture [82 views]

Presentation:3/5 Information: 5/5 Interest: 2/5 CTA:2/5 TOTAL = 12/20

[click here]

What I most liked about this video is that it did exactly what the title promised, and guess what - it managed to describe what we do with razor like precision, WITHOUT having to evoke the relationship between Engineer and Architect. I felt that my time hadn't been wasted by watching it [unlike most of the earlier films] - and would recommend that it is reviewed by those who are looking to understand what it is that we do. Just goes to show that if you keep to a plan, you may well achieve a desirable result.

5. Wildcard films [210,000 approx views between them]

I decided to research a few other films which were recommended to me, or found through accident. All of them are related to Engineering and therefore should be considered. You need to watch each and every one of these films, they are incredible.

i] Chartered Engineers - by Engineers Ireland. Presentation:5/5 Information: 3/5 Interest: 5/5 CTA:5/5 TOTAL = 18/20. Simply gorgeous film.

ii] 'Engineers are Cool' - by Arup. Presentation:5/5 Information: 3/5 Interest: 5/5 CTA:5/5 TOTAL = 18/20. Very clever and energising. Inspirational.

iii] 'The Knack' - by Dilbert. Presentation:4/5 Information: 2/5 Interest: 5/5 CTA:3/5 TOTAL = 14/20. Random but has a great message. Pokes fun at Engineers. Very very funny.

iv] 'Hi I'm an Engineer' - by Create Film Festival. Worth a look! 

The wild card films featured above for all intents and purposes fulfilled  the need to be creative and deliver an awe inspiring message. They advertised our potential and celebrated our successes as Engineers. Albeit from a more holistic point of view.  The first four films do not seem to be able to exact the same response. Never has the theory behind selling the sizzle, rather than the sausage itself ever been more pertinent. 

It goes without saying that the viewing figures for the final three films are astronomical when compared to the initial four examples.

Conclusions? Yes - we have a long way to go before the use of film can be accepted as one of the strings to our marketing bow. All the first four films sent my non-engineering test subjects to sleep before the message had been delivered. The remaining three films both delighted and intrigued the audience. 

The question remaining is. Do we want to engage potential engineering students and the public or not? 

Engine[er]

Scales of Engineering and Feel Good Friday

Would you employ a Structural Engineer who has spent the last 15 years designing concrete bridges, for a single storey house extension?... Would you even bother talking to a local one-man-band-engineer who is advertising loft conversion design services, when you need a 30 storey tower in Dubai built...?

As with many professions, there is an economy of scale... and when I say that - I mean that your chosen consultant will have more design experience in one field over another [i.e. a specialism] and hence be able to provide an enhanced service for the same fee as a lesser prepared pier. I hasten to add that reduced fees and cutting costs do not help anyone. BUT increased levels of customer care and positive communication DOES!

Bear that in mind when you are thinking about your next marketing campaign. Narrowing the field of play could net you a very appreciative and loyal set of clients. I'm excited just thinking about the potential of uncovering a niche market...

OK time to very quickly discuss the avenues available to us as engineers when we finally decide where to market ourselves.

1. Working direct for consumers [private clients]. Please take a step into a world where most of your clients are people who do not know what it is that you are doing for them. I am of course referring to small scale residential clients. They will be able to see where the time was spent...a small parcel of calculations and sketch drawings will be testament to that fact. This however will not stop them from feeling confused and maybe even 'slightly' robbed. The question on their quivering lips is why was your input required in the first place! This is why they employ builders right? To build? Answer: EDUCATE BUILDERS & CONSUMERS. Build trust and take every opportunity to inform them... but not lecture them. Be a great diplomat and advocate for safe sustainable design. Everything the Institute asks of you and more.

2. Work for the construction professional [Architects, testing engineers, builders, project managers, Surveyors]. Without trying to hurt your feelings, our construction contacts may well pick and choose us based upon past project experiences and our 'apparent' specialities. There are also other factors like work load and insurances too, but you may well get first dibs on projects from your most avid supporters. Answer: If you have a good working relationship with these contacts, then they are less likely to muddy the waters by giving your competition a chance. Therefore build in extra value and take time to understand how you can help them best serve their clients. Be the best advocate for their company that you can. Respect is paramount.

3. Partnering Professionals. These contacts will seek you out every time they get sniff of a project. They will require constant help and advice. If you have negotiated a monthly retainer fee then you are one of the lucky ones. Weldone and please share with us your secrets! Potentially these clients [partners] will advertise your services alongside their own. For example, design and build contractors or multidisciplinary design offices. Answer: Getting an invite to join a well established party of hard hitting construction junkies is what I would call the 'golden' opportunity. I would describe a 'silver' opportunity as when two or three established firms collaborate in a consortium style arrangement. All partners bringing to the table a wealth of happy clients to share. Finally the 'bronze' or 'rusty' approach. Two or more non-established companies decide to huddle together for comfort and to share the good times with the bad. A potential slow burning partnership, promises lots... with no proven track record. Buyers beware.

More often than not, your ability to exhibit your infectious personality with your ability to make your clients problems vanish is what gets you chances in the business world.

How do you do that? It takes time, experience, persistence, excellence, knowing when to listen and when to speak, to give, learn, teach, run [had to shoe horn that in], exposure to the unknown, to explore. Please add some more in the comments box below.


Engine[er]

[Blog On The Run] Keeping it together

I always did feel nervous when about to present a speech to strangers, or when asked to talk about myself and my future plans. Did I say nervous? I meant petrified.

Mastery of my jitters had always been a particularly difficult personal challenge.

I once interviewed for a place on the new series of ITVs Kyrpton Factor. It went fine, and I managed to ace the intelligence test, but found myself in trouble when a rolling camera was turned towards me. From behind the camera came the words... "so, let's hear about you Glen"... I swallowed hard and then quite simply fell apart. This became a huge lesson to me. I had failed miserably.

Afterwards I was acutely aware that if I was ever going to do well in my career and surpass my goals - I had to be able to articulate my own story, AND hold it together. The valuable skill of self promotion, and selling myself to a wider audience got written into my business plan. My first step? I joined the BNI.

After 4weeks, I still struggle with it all, even though I have plenty to say! The feelings of self consciousness remain, and I wish it would just go away.

Today, I met with two astute and friendly engineering examiners at the headquarters of the Institute of Structural Engineers. The professional review was very engaging, and I haven't sweated so much since I presented a financial planning topic to an auditorium of 40 students at university. My interviewers handled the process very professionally and asked some searching questions. It turned out that I was their first associate member looking to take the exam for full membership. An upgrade? Not necessarily... but that's a post for another week.

My favourite question which was put to me by the interviewers was this; "now that you are working for yourself, how are you finding working on your own as a soletrader?"


Good question. Very good.



My answer was this; "I have never felt alone, both personally and professionally. I have a wealth of experienced Engineers to turn to and discuss my work and planned decisions with. I contribute to discussions on LinkedIn forums, and as a result I feel like I am part of a large organisation of helpful work colleagues. There are people who are looking out for me and I am forging new relationships all the time". Being alone only exists if you choose to cut yourself off. I do not intend to hide myself away, and nor should the members of our Institution or our graduate members. Life is an open forum, stake your claim.

I will be seeking help for my 'stage fright', and hunting out public speaking opportunities to test myself on. Maybe one day I will be as confident talking to strangers in person, as I am writing about my experiences.

How do you cope with talking to strangers?


Engine[er]

A SLOW week in the life of a SMALL business owner

[Checks his calender] (that's me checking my calender by the way - in case you couldn't tell).

I needed to check my where-a-bouts, as last week was akin to an almighty explosion of nothing... Pffffizzzzzz POOF! Here, for your enjoyment is a rare glimpse into what a slow week may look like, should you decide to take up the NEW START-UP CHALLENGE... and begin working for yourself. I'm quite proud and puzzled at the same time. Enjoy.

Monday. Early to rise, seriously. Speak to free business listing website for 25minutes and discuss how my free listing is not as good for my business exposure as the £[insert random price] sponsored deal is. Go figure. Arranged to meet with my local hair dresser during lunch to sell him the FREE professional services of my friend who has agreed to build Facebook pages for small businesses to earn himself some pocket money, but needs a couple of portfolio jobs to get started first. Then spent 2 hours setting up the business page on Facebook, Twitter and Foursquare so that my mate could hit the ground running. Do a little bit of work for an Architect on a local project. Meet Steve Brown of Browns Barber Shop at lunch, snap a bunch of photos for his Facebook page. I leave a very happy man behind me, with promises of a sparkling brand new way of marketing his business - FREE of charges of course. Get home, email business friend regarding a personal project I am doing for him. He is very very happy. Call Paul and email to him the reel of photos from the afternoons photo shoot. Everyone knows what they are doing... and relax.
Tuesday. Late up. Social media morning. Continue design for local Architect. Receive a phone call from gentleman who found me on LinkedIn. He loved my company profile and hoped that I could help him with his structural problems. We hit it off well and I agreed to visit his home next week. Spoke with an ex-work colleague and Architect regarding a meet-up for tomorrow. Finished off my application to apply for next years Chartership Examination - Institute of Structural Engineers.
Wednesday: Chase member signatures for my Chartership review interview then drive to meet old work colleague to speak about business and how we can help each other. Had an awesome discussion about new-starters, marketing, branding, pricing and of course buildings and work-work. During the conversation, my Architect friend gave me a huge compliment - I'm sure that it was meant as a compliment, but I don't think she realised how important it was for me to hear it. She said to me that reading my blog, and company profile and how I presented myself in the electronic world is a complete echo of who I am in the real world. Obviously she has had the opportunity to work with me in the past and reaffirmed that I am marketing myself in the way that I intended - being true to my personality and future plans . I was 'made up' that afternoon. Was called up by a contact who wished to push some work my way. I agreed to meet the client on site the very next day.
Thursday: On site after braving horrendous traffic. Agreed to silly deadlines [mentally shifting work around] and left site brimming with happiness and hope - interesting new job and 2 rather encouraging new contacts for the future. Time to pop back to the home office and chase signatures for my Chartership application... squeeze in a small amount of work too ;-) Mid afternoon - met with young developer who is trying to do good things in and around Herts and North London. Quality contact and a very focussed customer. Polished looks, business man like, and obviously design orientated. Score! - I could see him becoming more and more interested in what I had to say about my business and we hit it off well. Promises were made to send some work my way and again I left a happy and re-charged man. Final stop was a visit to my friend and past mentor to talk about my application to next years Chartership Exam, and sign a form for me. Good to catch up - even if it was only for 30minutes. Worked until 11pm on Architects project. Yawn.
Friday: Posted all information that was required to IStructE (Structural Engineers Institute) and then flew down the motorway to an already active job - to discuss plans with builder. Chatted through the plans for the third time - and wondered why I bothered creating drawings if they weren't being read.

First meeting with possible new Architect colleague in St Albans. Awesome chat. More promises made with regard to giving me a chance to estimate for some of their current projects and indeed one did arrive later that day. A cool extension on a GradeII listed cottage, on a side of a hill (nay cliff?) in Devon. More drawing work and finally issued structural input for a local project. The end of the day saw me sat at my computer working away on social media input (like this blog) and waiting for someone to make use of my FREE Weekly Structural Surgery offer... no takers again. This could take a while to find it's audience I think....

Engine[er]