Getting social - or - How the construction sector has adopted social media

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Presentation given at Constructing Excellence Social Media Forum, in London, on 30 March 2011. A quick overview of the Web 2.0 world, why it's increasingly important to construction businesses, and what platforms are being used.

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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
  • Remit Consulting pares number of categories down from 24 to 12
  • Let’s take a quick tour First off – discussion forums
  • Wrote about this in guest blog post on CE blog Suspect Paul Morrell’s first ever blog post
  • 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.
  • Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
  • Worked with HR department Identified a Facebook Queen (our youngest, 20-something team member) Managing the HOK Network channels is a team effort for the Corporate Communications group
  • The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
  • Corporate communications identified a Lord of the Flickr
  • With video an increasingly popular download online, a HOK YouTube channel was an obvious step
  • HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
  • In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum Good example of: applying consistent branding across online channels Aligning corporate strategic objectives with online tactics Involving, educating and monitoring staff engagement with different channels How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
  • Getting social - or - How the construction sector has adopted social media

    1. 1. Getting Social or “How the construction sector is adopting social media” Paul Wilkinson (pwcom.co.uk)
    2. 2. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    3. 3. <ul><li>Who am I? </li></ul><ul><li>Pre-web and Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>What is Web 2.0 – a lightning tour </li></ul></ul><ul><ul><li>What’s changing? Why does Web 2.0 matter? </li></ul></ul><ul><ul><li>Web 2.0 – putting it all together </li></ul></ul><ul><li>Getting social? = what this workshop is all about! </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    4. 4. <ul><li>Who am I? </li></ul><ul><li>worked in construction industry since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </li></ul></ul><ul><ul><li>current/recent clients: 4Projects, BIW, Constructing Excellence, Earthshine, Slider Studio, tCn, Vertice, Woobius </li></ul></ul><ul><li>author of book on construction collaboration technologies </li></ul><ul><li>Wikipedia (2003) , blog (2005), Twitter (2008) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    5. 5. <ul><li>Web 2.0 - Definitions: </li></ul><ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ People having conversations online” </li></ul><ul><li>“ globally distributed, near instant, person to person conversations” </li></ul>(Sources: Wikipedia ; Kaizo; Euan Semple) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    6. 6. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    7. 7. (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?
    8. 8. <ul><li>Discussion forums </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    9. 9. <ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia </li></ul></ul><ul><ul><li>organisation – RIBApedia </li></ul></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><ul><li>Fielden Clegg Bradley </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    10. 10. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    11. 11. <ul><li>Blogs </li></ul><ul><li>“… conversations online” </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    12. 12. <ul><li>Twitter </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Lists, eg: </li></ul></ul><ul><ul><ul><li>trade bodies </li></ul></ul></ul><ul><ul><ul><li>media </li></ul></ul></ul><ul><ul><ul><li>Architects </li></ul></ul></ul><ul><ul><li>Twibes </li></ul></ul><ul><ul><li>Leagues </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    13. 13. <ul><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><li>Feed-readers </li></ul></ul><ul><ul><ul><li>local or web-based: Google Reader, etc </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    14. 14. <ul><li>Social networking </li></ul><ul><ul><li>from personal (eg: Facebook ) … </li></ul></ul><ul><ul><li>to professional (less Facebook, more LinkedIn ) … </li></ul></ul><ul><ul><li>to AEC focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    15. 15. 1581 members 5110 members WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    16. 16. 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?
    17. 17. <ul><li>Tagging/sharing, eg </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    18. 18. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Q&As </li></ul></ul><ul><ul><li>etc </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    19. 19. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Location </li></ul>
    20. 20. <ul><li>Location: </li></ul><ul><ul><li>Real world (wiki) </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    21. 21. <ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><ul><li>URL disseminated by email, Twitter, SMS, IM </li></ul></ul></ul><ul><ul><ul><li>easily monitored – eg: unique visitors, time on page, downloads </li></ul></ul></ul><ul><ul><ul><li>bespoke pages for different journalists – with different URLs for distribution </li></ul></ul></ul><ul><ul><li>Easily bookmarked </li></ul></ul><ul><ul><li>Associated multimedia </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    22. 22. <ul><li>Changing events </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sharing </li></ul></ul></ul><ul><ul><ul><li>Real-time feedback </li></ul></ul></ul><ul><ul><ul><li>Multiple locations </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    23. 23. <ul><li>Changing events </li></ul><ul><ul><li>Virtual events </li></ul></ul><ul><ul><ul><li>virtual stands </li></ul></ul></ul><ul><ul><ul><li>no travel </li></ul></ul></ul><ul><ul><ul><li>interact online </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    24. 24. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    25. 25. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    26. 26. … so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    27. 27. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have broadband internet access </li></ul><ul><li>Will top 80% within three years </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    28. 28. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media </li></ul><ul><li>70% of daily mobile internet users use social media </li></ul><ul><li>31% of UK people access internet via mobile phone (ie: more than via laptop - 26%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    29. 29. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>30m+ UK people profiled on Facebook </li></ul><ul><li>ie: 2m in c. 5mths </li></ul><ul><li>Over 2 out of 3 UK internet users have active Facebook accounts </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011
    30. 30. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In December 2010, LinkedIn passed five million UK members </li></ul><ul><li>One million members added in six months </li></ul><ul><li>Over one third of UK professionals profiled on LinkedIn </li></ul><ul><li>25% of FTSE100 companies hire via LinkedIn </li></ul><ul><li>100 million LinkedIn users worldwide </li></ul><ul><li>5% of LinkedIn users account for 49% of UK LinkedIn activity </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    31. 31. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>c. 4m UK users by January 2010 </li></ul><ul><li>7% of Tweeters account for 79% of UK Twitter traffic </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    32. 32. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos watched in UK </li></ul><ul><li>2.5bn of those visits made to YouTube (up 17% on 2009) </li></ul><ul><li>Facebook now 4 th most important for video (up 205%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    33. 33. New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    34. 34. <ul><li>Architect HOK </li></ul><ul><li>Life at HOK Blog </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    35. 35. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    36. 36. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    37. 37. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    38. 38. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    39. 39. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    40. 40. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>Twitter </li></ul><ul><li>etc </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    41. 41. 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

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