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Construction: Getting social

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Presentation given by Paul Wilkinson to London Constructing Excellence Club on 10 May 2011. If you like this, you should also seek out the presentation given by Philippa Grantham of Studio Klaschka

Presentation given by Paul Wilkinson to London Constructing Excellence Club on 10 May 2011. If you like this, you should also seek out the presentation given by Philippa Grantham of Studio Klaschka

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  • Quick overview of this presentation.
  • All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
  • Early websites
  • Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
  • Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
  • Remit Consulting pares number of categories down from 24 to 12
  • Let’s take a quick tour First off – discussion forums
  • Network of contacts
  • Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
  • Now combining wider range of tools and techniques with event management – and adding capabilities such as broadcasting previously too expensive for most budgets. My Slidecast got 481 views in the first week after it was published on SlideShare.
  • Now combining wider range of tools and techniques with event management
  • US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
  • US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
  • London Festival of Architecture Technology Strategy Board - Collaboration Café Industry funding competitions University exhibition rooms for degree shows
  • All the Woobians on Twitter – even interns Woobius Scribbles blog Woobius YouTube channel Events – used Be2camp Web 2.0 community to help get word of mouth recommendation Web 2.0 awards events
  • Used all social media to help build awareness, including LinkedIn, Twitter, YouTube, etc Good use of video Good use of existing offline organisations – conventional bodies looking for ‘safe’ networking (and no recruiters) Created a rival community to existing ones run by a major publisher, so media relations had to focus on rivals and online media Got marketing and PR people to test out functionality and recommend changes that would suit their clients, etc
  • Perceptions – positive/negative/ neutral; reach, influence, volume, trends Opportunities - – potential themes, targets, messages, categories, focus, niche expertise audience – are targets web 2.0-savvy, receptive? existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones. resources – people, training, tools, time competitors – what are they doing? Lessons? corporate readiness – policies/procedures, IDs/domains/etc
  • keep internal procedures up-to-date integrate offline PR/marketing – be consistent adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing, not just PR employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual be responsive – timely engagement is vital remain transparent – honesty and integrity at all times recognise and reward involvement What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)
  • Participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion stay relevant – content is king, no ‘hard sell’, persevere feedback – report back external perceptions, testimonials, etc monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
  • Transcript

    • 1. Getting Social Paul Wilkinson (pwcom.co.uk)
    • 2.
      • Who am I?
      • Pre-web and Web 1.0
      • Web 2.0
        • What is Web 2.0 – a lightning tour
        • What’s changing? Why does Web 2.0 matter?
        • Web 2.0 – putting it all together
      • AEC 2.0: applying Web 2.0 to construction
        • audit, engage, influence, measure
      • Ten lessons learned
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 3. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 4.
      • Who am I?
      • B2B PR professional since 1987
        • in-house: Halcrow, Tarmac, BIW
          • BIW won Building magazine “Entrepreneur of the year 2006”
        • consultancy: B2B entrepreneur clients: 4Projects, BIW, Earthshine, Slider Studio, tCn, Vertice, Woobius
      • Author
      • Wikipedian (2003) , blogger (2005), tweeter (2008)
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 5. video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-conferences – extranets – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcasts - blogs – Twitter – RSS – Facebook – web communities – RFID - tagging – GPS – IoT – QR codes - mashups – virtual worlds – Augmented reality – Web 3.0 – etc Face-to-face Hand drawings Physical models Telegraph Photography Written word Messengers Printing Telephone - Telex - Fax Radio – TV computers time number of tools WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 6.
      • Web 1.0 - Mid 1990s …
      • first generation websites
      • static pages
      • HTML ‘brochure-ware’
      • later PDFs
      • limited interaction
      • email integration
      • … and no Google
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 7.
      • Web 2.0 or social media – What is it?
      ( Sources : Wikipedia ; Kaizo; Euan Semple) “ People having conversations online”
      • the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
      • “ globally distributed, near instant, person to person conversations”
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 8. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 9. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 10. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 11.
      • Discussion forums
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 12.
      • Wikis
        • open – Wikipedia
        • organisation – RIBApedia
        • Internal
          • Fielden Clegg Bradley
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 13.
      • Podcasts
      • Blogs
        • Individual
        • Corporate
        • Media
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 14.
      • Twitter
        • Personal
        • Corporate
        • Media
        • Lists, eg:
          • trade bodies
          • media
          • Architects
        • Twibes
        • Leagues
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 15.
      • RSS
        • RSS publishing, from:
          • Bloggers
          • Media
          • Corporate
          • Search
        • Feed-readers
          • local or web-based: Google Reader, etc
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 16.
      • Social networking
        • from personal (eg: Facebook ) …
        • to professional (less Facebook, more LinkedIn ) …
        • to AEC focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo)
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 17. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? 5227 members 1598 members
    • 18. www.tcn.uk.com www.reorb.com 2854 members 3982 sign-ups WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 19.
      • Tagging/sharing
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 20.
      • Sharing:
        • Presentations
        • Travel
        • Reviews
        • Photos
        • Video
        • etc
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 21.
      • Location:
        • Real world
        • Augmented reality
        • Virtual world
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 22. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
      • Changing PR
        • Digital news release issued as a webpage, linked via RSS or a URL
          • URL disseminated by email, Twitter, SMS, IM
          • easily monitored – eg: unique visitors, time on page, downloads
          • bespoke pages for different journalists – with different URLs for distribution
        • Easily bookmarked
        • Associated multimedia
      • We are all publishers now!
    • 23. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
      • Changing events
        • Hybrid = online + face-2-face
          • Real-time sharing/feedback
          • Multiple locations
      • We are all broadcasters now!
    • 24.
      • Changing events
        • Virtual events
          • virtual stands
          • no travel
          • interact online
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 25.
      • Changing AEC services, new opportunities
      • Examples:
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 26.
      • Changing AEC services, new opportunities
      • More examples:
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 27. … so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 28.
      • Why does Web 2.0 matter?
      • 70% UK homes now have broadband internet access
      • Will top 80% within three years
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 29.
      • Why does Web 2.0 matter?
      • biggest driver of UK mobile internet adoption is social media
      • 70% of daily mobile internet users use social media
      • 31% of UK people access internet via mobile phone (ie: more than via laptop - 26%)
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 30.
      • Why does Web 2.0 matter?
      • 30m+ UK people profiled on Facebook
      • ie: 2m in c. 5mths
      • Over 2 out of 3 UK internet users have active Facebook accounts
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011
    • 31.
      • Why does Web 2.0 matter?
      • In December 2010, LinkedIn passed five million UK members
      • One million members added in six months
      • Over one third of UK professionals profiled on LinkedIn
      • 25% of FTSE100 companies hire via LinkedIn
      • 100 million LinkedIn users worldwide
      • 5% of LinkedIn users account for 49% of UK LinkedIn activity
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 32.
      • Why does Web 2.0 matter?
      • UK = third most active Twitter population
      • c. 4m UK users by January 2010
      • 7% of Tweeters account for 79% of UK Twitter traffic
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 33.
      • Why does Web 2.0 matter?
      • In February 2010, 5.5 billion online videos watched in UK
      • 2.5bn of those visits made to YouTube (up 17% on 2009)
      • Facebook now 4 th most important for video (up 205%)
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 34. New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 35.
      • Slider Studio
      • architects turned software developers
      • developing new Web 2.0 product
      • learning by doing
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 36.
      • Slider Studio – learning PR 2.0
      • Audit
      • Web 2.0 product needed Web 2.0 mindset
      • University/research = opportunities
      • Engage
      • started tweeting, blogging, YouTube, etc
      • used events effectively (TSB, EBN, Be2camp)
      • Influence
      • StickyWorld used for London Festival of Architecture
      • 100s of sign-ups via ‘word of mouse’ recommendation
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 37.
      • Woobius
      • also architects turned software developers
      • start-up with little PR budget …but social-savvy
      • wanted low cost, fast, trackable comms
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 38.
      • Woobius – applying PR 2.0
      • Audit
      • competitors not using Web 2.0
      • Web 2.0 good to reach AEC ‘innovators’
      • Engage
      • all individuals empowered, ‘netiquette’
      • conversations, online and at events
      • Influence
      • Woobius covered in key blogs
      • innovation awards (useful for funding!)
      • 11,000 registered users after two years
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 39.
      • tCn:
      • the Construction Network
      • Web 2.0 ‘newbie’ saw community opportunity
      • appointed Web 2.0 expert advisors
      • almost 24/7 hands-on
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 40.
      • tCn – supporting PR 2.0
      • Audit
      • little Web 2.0 know-how or ‘netiquette’
      • AEC industry focus = differentiation
      • Engage
      • built Web 2.0 ‘ecoystem’ around tCn
      • identified influencers, esp trade bodies
      • Influence
      • some substantial communities
      • online, publications + PR/marketing profs
      • 3000 registered members in 13 months
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 41.
      • AEC 2.0: Embracing Web 2.0
      • Audit
      • Engage
      • Influence
      • Measure
      • Not ‘getting’ social (anti-social?)
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 42.
      • Audit
      • perceptions
      • opportunities
      • audience
      • existing advocates
      • resources
      • competitors
      • corporate readiness
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 43.
      • Engage
      • update and communicate policy
      • integrate offline PR/marketing
      • adapt strategy
      • employ ‘netiquette’
      • be responsive
      • remain honest, transparent
      • recognise and reward engagement
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 44.
      • Influence
      • Participate
      • identify influencers and opinion-formers
      • establish and nurture relationships
      • stay relevant
      • feedback
      • monitor, adjust …
      WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 45.
      • Measure
      Collaboration blog Collaboration website WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 46.
      • Measure
      Collaboration blog Collaboration website Traffic sources: Twitter 126 Feedburner 76 Facebook 23 LinkedIn 7 Traffic sources: Twitter 5 Feedburner - Facebook 1 LinkedIn 13 blog 28 WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 47. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
      • Measure
      • monitor social media ‘buzz’ (contd)
        • numbers: Twitter followers, YouTube views, blog comments, etc
        • but not just quantity – look at quality (eg: sentiment)
      • increased media coverage (eg: thought leadership)
      • ‘ crowd-sourced’ feedback on company/products
      • customer loyalty, word of mouth recommendations
      • but above all : business outcomes, eg:
        • number of qualified sales leads
        • software or white-paper downloads, event registrations, etc
    • 48.
      • Summary/final points
      • like it or not, social media matters
      • multiple channels need more long-term, strategic approach
      • need to integrate online and offline
      • authenticity is vital
      • in B2B, it’s about:
      “ People having useful conversations online”
    • 49. Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19