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Getting Social: adding Web 2.0 to your construction communications mix

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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.
  • 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.
  • 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
  • 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 or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)
    • 2. AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
    • 3.
      • Who am I?
      • Why does Web 2.0 matter?
      • What is Web 2.0
        • a quick tour
      • AEC 2.0: applying Web 2.0 to construction
      • Getting social
        • audit, engage, influence, measure
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 4.
      • Who am I?
      • B2B PR professional since 1987
        • in-house: Halcrow, Tarmac, BIW
        • consultancy clients, include: 4Projects, BIW, CodeBook, Sypro, Woobius
      • Author and technology consultant
      • And in B2B, a Wikipedian (2003) , blogger (2005) and tweeter (2008)
      AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
    • 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 – Apps - RFID - tags – 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 CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 6. Why does Web 2.0 matter? More interactive mass media CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? Direct… real-time!
    • 7.
      • Why does Web 2.0 matter?
      • 74% UK homes now have broadband internet access
      • Will top 80% within three years
      • Source: Ofcom Communications Market Report 2011
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 8.
      • 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 people have smartphones
      • Source: Ofcom Communications Market Report 2011
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 9.
      • Why does Worldwide Web 2.0 matter?
      • Sales of smartphones (100m) passed sales of laptops (94m) in Q4 2010
      • Smartphones = 24% of total mobile phone sales in Q1 2011 (nearly half in Europe)
      • Forecast 420m sales 2011 ( 28% of global mobile market)
      • Source: Techcrunch
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 10.
      • Why does Worldwide Web 2.0 matter?
      • 63m tablet sales in 2011
      • 2015: 326m
      • IOS 46%, Android 36% by 2015 Source: Gartner (Guardian, 22 September 2011)
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 11.
      • Why does Web 2.0 matter?
      • 29.8m UK Facebook profiles
      • 58% of 51.4m UK people online
      • Facebook: 52% of all UK social network visits
      • Facebook = internet 2004
      • Pingdom (800 million users)
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 12.
      • 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)
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 13.
      • Why does Web 2.0 matter?
      • 175m+ registered accounts (100m active)
      • (c. 7m UK users)
      • UK = third most active Twitter population
      • 3.4% of UK social network traffic
      • 24% UK smartphone users access Twitter
      • 7% account for 79% of UK Twitter traffic
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 14.
      • Why does Web 2.0 matter?
      • In December 2010, LinkedIn passed five million UK members
      • One third of UK professionals profiled
      • 25% of FTSE100 hire via LinkedIn
      • 6.1m UK visits per month
      • 5% of LinkedIn users account for 49% of UK LinkedIn activity
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 15.
      • 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, etc
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 16.
      • 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)
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 17.
      • 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', viral'
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 18. What’s Web 2.0? A Web 2.0 revolution! CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 19.
      • ‘ pre-web’
      • print advertising
      • brochures, magazines
      • PR, media relations
      • direct marketing
      • market research
      • sponsorship
      • events
      • NB: still important
      AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 20.
      • Web 1.0 - Mid 1990s …
      • first generation websites
      • static pages
      • HTML ‘brochure-ware’
      • later PDFs
      • limited interaction
      • email integration
      • … and pre-Google
      AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 21.
      • 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”
      AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 22. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 23. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 24. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 25.
      • Discussion forums
      AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
    • 26.
      • Wikis
        • open – Wikipedia (visited by c.15m UK internet users in April 2011)
        • professional – RIBApedia
        • internal knowledge management
          • Fielden Clegg Bradley
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 27.
      • Blogs
        • Individual
        • Corporate
        • Media
      • Podcasts
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 28.
      • RSS
        • RSS publishing, from:
          • Bloggers
          • Media
          • Corporate
          • Search
        • Feed-readers
          • local or web-based: Google Reader, etc
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 29.
      • 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)
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 30. 5484 members 1654 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 31. c.3000 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 32.
      • Twitter
        • Personal
        • Corporate
        • Media
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT MentionMap
    • 33.
      • Tagging/sharing
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 34.
      • Sharing:
        • Presentations
        • Travel
        • Reviews
        • Photos
        • Video
        • etc
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 35.
      • Location:
        • Real world
        • Augmented reality
        • Virtual world
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 36.
      • Changing PR
      • Online media
        • Digital news release
        • Opinion piece written in blog
          • RSS, tweeted, shared, etc
      • e-newsletters
      • We are all publishers now!
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 37.
      • Changing events
        • Hybrid = online + face-2-face
          • Real-time sharing/feedback
          • Multiple locations
      • We are all broadcasters now!
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 38.
      • Changing events
        • Virtual events
          • virtual stands
          • no travel
          • interact online
      AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
    • 39. New construction communications…. A Web 2.0 revolution! Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
    • 40.
      • Changing AEC services, new opportunities
      • Examples:
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 41.
      • Woobius Showcase
      • Application to create iPhone/iPad apps for construction businesses
      • “ portfolio in your pocket”
      • Innovation = differentiation
      Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
    • 42.
      • Senubo (in Beta)
      • Social business for construction
      • PC and smartphone
      • On-site data download and data capture
      • Real-time reporting and status updates
      Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
    • 43.
      • StickyWorld
      • Collaborative spaces
      • 360-deg photo tours
      • Share video, PPTs, drawings, models, etc
      • Enable dialogue (eg: supplier/specifier, designer/client)
      Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
    • 44.
      • AEC 2.0: Embracing Web 2.0
      • Audit
      • Engage
      • Influence
      • Measure
      • Not ‘getting’ social (anti-social?)
      CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
    • 45.
      • Audit
      • perceptions
      • opportunities
      • audience
      • competitors
      • existing advocates
      • resources
      • corporate readiness
      AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
    • 46.
      • Engage
      • update and communicate policy
      • integrate offline PR/marketing
      • adapt strategy
      • employ ‘netiquette’
      • be responsive
      • remain honest, transparent
      • recognise and reward engagement
      AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
    • 47.
      • Influence
      • Participate
      • identify influencers and opinion-formers
      • establish and nurture relationships
      • stay relevant
      • feedback
      • monitor, adjust …
      AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
    • 48.
      • 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, etc
      AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
    • 49.
      • '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 in the event of potentially damaging online publicity?
      • Are your competitors engaging with stakeholders online?
      AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
    • 50.
      • Summary/final points
      • like it or not, Web 2.0 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”
    • 51. Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.blog.pwcom.co.uk Tech blog: www.extranetevolution.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

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