Construction: Getting social

Getting Social Paul Wilkinson (pwcom.co.uk)

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?

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)

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?

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 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”

(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?

Discussion forums

Wikis
open – Wikipedia
organisation – RIBApedia
Internal
Fielden Clegg Bradley

Podcasts
Blogs
Individual
Corporate
Media

Twitter
Personal
Corporate
Media
Lists, eg:
trade bodies
media
Architects
Twibes
Leagues

RSS
RSS publishing, from:
Bloggers
Media
Corporate
Search
Feed-readers
local or web-based: Google Reader, etc

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? 5227 members 1598 members

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?

Tagging/sharing

Sharing:
Presentations
Travel
Reviews
Photos
Video
etc

Location:
Real world
Augmented reality
Virtual world

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!

Changing events
Hybrid = online + face-2-face
Real-time sharing/feedback
Multiple locations
We are all broadcasters now!

Changing events
Virtual events
virtual stands
no travel
interact online

Changing AEC services, new opportunities
Examples:

Changing AEC services, new opportunities
More examples:

… so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Why does Web 2.0 matter?
70% UK homes now have broadband internet access
Will top 80% within three years

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%)

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

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

UK = third most active Twitter population
c. 4m UK users by January 2010
7% of Tweeters account for 79% of UK Twitter traffic

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%)

New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Slider Studio
architects turned software developers
developing new Web 2.0 product
learning by doing

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

Woobius
also architects turned software developers
start-up with little PR budget …but social-savvy
wanted low cost, fast, trackable comms

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

tCn:
the Construction Network
Web 2.0 ‘newbie’ saw community opportunity
appointed Web 2.0 expert advisors
almost 24/7 hands-on

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

AEC 2.0: Embracing Web 2.0
Audit
Engage
Influence
Measure
Not ‘getting’ social (anti-social?)

Audit
perceptions
opportunities
audience
existing advocates
resources
competitors
corporate readiness

Engage
update and communicate policy
integrate offline PR/marketing
adapt strategy
employ ‘netiquette’
be responsive
remain honest, transparent
recognise and reward engagement

Influence
Participate
identify influencers and opinion-formers
establish and nurture relationships
stay relevant
feedback
monitor, adjust …

Measure
Collaboration blog Collaboration website WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

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?

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

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”

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

Construction: Getting social

by pwcom.co.uk Ltd on May 12, 2011

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