Construction: Getting Social

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Presentation given by Paul Wilkinson to Hertfordshire centre of Chartered Institute of Building, on 13 March 2012

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  • 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
  • Quick overview of this presentation.
  • 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
  • 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.
  • 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
  • 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
  • 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
  • Construction: Getting Social

    1. 1. pwcom.co.ukCIOB Hertfordshire – March 2012 Getting Social Paul Wilkinson (pwcom.co.uk)
    2. 2. 2
    3. 3. • Who am I? • What is social media? • Why does social media matter? • What social media tools can we apply in construction? • How do we start?3
    4. 4. Who am I? • Author and technology consultant • B2B PR professional since 1987 – in-house: Halcrow, Tarmac, BIW – consultancy clients, include: 4Projects, BIW, CodeBook, Sypro, tCn, Woobius • And in B2B, a Wikipedian (2003), blogger (2005) and tweeter (2008)4
    5. 5. video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-conferences number of tools – extranets – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcasts - blogs – Twitter – RSS – Facebook – web communities – Apps - RFID - tags – Face-to-face Written word Telephone GPS – IoT – QR codes - mashups – Hand drawings Messengers Telegraph Telex virtual worlds – Physical Photography Fax Radio – TV Augmented reality Printing models computers – Web 3.0 – etc5 time
    6. 6. • Web 2.0 or social media – What is it? • 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” “People having conversations online” (Sources: Wikipedia; Kaizo; Euan Semple)6
    7. 7. 7
    8. 8. 8
    9. 9. 9
    10. 10. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting)10
    11. 11. Why does Web 2.0 matter? Di re a re c t o re e M tiv l-ti … me rac dia ! inte me m ass11
    12. 12. Why does Web 2.0 matter? • 800m global users = internet 2004 • 29.8m UK profiles • 58% of all UK people online • 52% of all UK social network visits12
    13. 13. Why does Web 2.0 matter? • In November 2011, UK LinkedIn membership passed 8 million • Two thirds of UK professionals profiled • 25% of FTSE100 hire via LinkedIn • 6.1m UK visits per month13
    14. 14. Why does Web 2.0 matter? • 175m+ registered accounts (100m active) • 250m Tweets/day (up from 2m/day in 2009) • c. 7m UK users • UK = 4th most active Twitter population • 3.4% of UK social network traffic • 24% UK smartphone users access Twitter14
    15. 15. Why does Web 2.0 matter? 100m global users (July 2011- Feb 2012) Now adding 750,000+ users per day15
    16. 16. Why does Web 2.0 matter? • UK: 24m visits to video-sharing sites in April 2011 • 19m unique UK visitors to YouTube (April 2011; up 12% on 2010)16
    17. 17. Why does Web 2.0 matter? • Worldwide: 181m blogs (December 2011)17
    18. 18. Why does Web 2.0 matter? • 78% UK homes now have broadband internet access • Will top 80% next year Source: Ofcom Communications Market Report 201118
    19. 19. Why does Web 2.0 matter? • biggest driver of UK mobile internet adoption is social media • social networking services (57%), ahead of email (53%), search (42%) • 27% of UK population have smartphones Source: Ofcom Communications Market Report 201119
    20. 20. Why does Worldwide Web 2.0 matter? • Smartphone sales (100m) passed sales of laptops (94m) in Q4 2010 • By 2014, mobile internet use will overtake desktop access • “Personal cloud to eclipse PC in just 2 years” - Gartner But... • Only 20% of FTSE100 websites support mobile Source: Techcrunch20
    21. 21. Worldwide Web 2.0 • 63m tablet sales in 2011 • 2015: 326m • IOS 46%, Android 36% by 2015 Source: Gartner (Guardian, 22 September 2011)21
    22. 22. Why does Web 2.0 matter? • Decline of traditional print circulation, eg: – Building 2010 : 21,271 (down 15% from 25,017 in 2006) – Construction News 2010 : 13,850 (down 42% from 23,728 in 2006) – Contract Journal – closed 2009 • Shift from print to online – Paywalled websites, e-newsletters webinars, digital editions, etc22
    23. 23. Why does Web 2.0 matter? • Rise of new online media, eg: – The Construction Index – c. 317,000 visitors/mth 2.1m page imps/mth 8,000 newsletter subscribers (email October 2011) – Construction Enquirer – c. 74,000 unique visitors/mth 400,000 page impressions/mth 9,000 newsletter subscribers (August 2011)23
    24. 24. Why does Web 2.0 matter? • Old and new media adopting Web 2.0 – Blogs, Twitter, video, RSS, etc • “Paid Media” - advertising, sponsorship • “Owned media” - website, blog, Twitter • “Earned Media” - WOM, buzz, viral24
    25. 25. 25
    26. 26. 26
    27. 27. • Discussion forums27
    28. 28. • Wikis – open – Wikipedia (visited by c.15m UK internet users in April 2011) – professional – RIBApedia – internal knowledge management • Fielden Clegg Bradley28
    29. 29. • Blogs • Individual • Corporate • Media • Podcasts29
    30. 30. • RSS – RSS publishing, from: • Bloggers • Media • Corporate • Search – Feed-readers • local or web-based: Google Reader, etc30
    31. 31. • 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)31
    32. 32. 5484 members 1654 members32
    33. 33. 33
    34. 34. • Twitter • Personal • Corporate • Media MentionMap34
    35. 35. • Tagging/ sharing35
    36. 36. • Sharing: – Presentations – Meeting dates – Reviews – Photos – Video – Travel – etc36
    37. 37. • Location: – Real world – Augmented reality – Virtual world37
    38. 38. Changing PR • Online media – Digital news release – Opinion piece written in blog – Photos, video, slides incorporated • RSS, tweeted, shared, etc • e-newsletters • We are all publishers now!38
    39. 39. • Changing meetings/events Hybrid = online + face-2-face • Real-time sharing/feedback • Multiple locations • We are all broadcasters now!39
    40. 40. • Changing events – Virtual events • virtual stands • no travel • interact online40
    41. 41. New construction communications…. A We re v b olu 2.0 tio n!41
    42. 42. Changing AEC services, new opportunities42
    43. 43. Woobius Showcase • Application to create iPhone/iPad apps for construction businesses • “portfolio in your pocket” • Innovation = differentiation43
    44. 44. OpenBuildings.com • Crowd-sourced wiki about buildings • Facility for local consultation • Marketing platform • iPhone, Android apps44
    45. 45. Localism: • Democratic design • Community engagement45
    46. 46. Clippings.com • A “Pinterest for AEC” • Crowd-sourcing design ideas • Marketing platform • expect Pinterest- style mobile apps soon46
    47. 47. SNOW Architects • Daqri.com mobile web app builder • Combines augmented reality and QR codes • iPhone, iPad, Android apps to view Microstation BIMs47
    48. 48. Senubo (in Beta) • Social business for construction • PC and smartphone • On-site data download and data capture • Real-time reporting and status updates48
    49. 49. Woobius Eye (in Beta) • Share camera view remotely • Mark-up and discuss in real-time • Conference call • Literally “see what I mean?”49
    50. 50. • Collaborative spaces • 360-deg photo tours • Share video, PPTs, drawings, models, etc • Enable dialogue (eg: supplier/specifier, designer/client)50
    51. 51. Collaboration updates via Twitter DM? Why not? If not via Twitter... … maybe via internal networks, eg:51
    52. 52. Flickr.com • Cloud-based photo-sharing • Searchable • Description • Tagging • Geo-location52
    53. 53. Project manager diary as a blog? Multi-media: - photos - video - timeline53
    54. 54. On-site presence via FourSquare?54
    55. 55. Location: • Augmented reality • Rich mobile information55
    56. 56. GPS, AR, QR code link to documents, photos, a wiki?56
    57. 57. Supply chain and workforce management by location57
    58. 58. Bristol Water • Bentley Exor Street Works Manager • Streetworks map and register updated in real-time • Mash-up with traffic data • Public information58
    59. 59. Real-time building services (or other) data “Internet of Things” Real-time feedback on building performance59
    60. 60. Getting Social Four steps: • Audit • Engage • Influence • Measure • Is not ‘getting’ social anti-social?60
    61. 61. Getting Social 1. Audit • perceptions • opportunities • audience • competitors • existing advocates • resources • corporate readiness61
    62. 62. Getting Social 2. Engage • update and communicate policy • integrate offline PR/marketing • adapt strategy • employ ‘netiquette’ • be responsive • remain honest, transparent • recognise and reward engagement62
    63. 63. Getting Social 3. Influence • Participate • identify influencers and opinion-formers • establish and nurture relationships • stay relevant • feedback • monitor, adjust …63
    64. 64. Getting Social 4. Monitor and measure the online ‘buzz’ • 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, etc64
    65. 65. Not Getting Social anti-social? Know the risks... • Are you monitoring what might be said online about your business? • Do you have people who are “web 2.0- savvy” and know their ‘netiquette’? • Can you respond quickly and appropriately to potentially damaging online publicity? • Are your competitors engaging with your stakeholders online?65
    66. 66. Six tips on getting social 1. start small66
    67. 67. Six tips on getting social 2. involve67
    68. 68. Six tips on getting social 3. understand the opportunities/risks68
    69. 69. Six tips on getting social 4. identify issue(s)69
    70. 70. Six tips on getting social 5. dont ignore it and hope it will go away70
    71. 71. Six tips on getting social 6. manage, monitor and moderate71
    72. 72. Getting Social Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk Tech blog: www.extranetevolution.com PR blog: www.blog.pwcom.co.uk Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson1972

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