Getting social - social media in construction communications

Getting Social or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)

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?

AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?

Who am I?
B2B PR professional since 1987
in-house: Halcrow, Tarmac, BIW
consultancy clients, include: 4Projects, BIW, Codebook, Sypro, tCn, 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?

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 CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?

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!

71% UK homes now have broadband internet access
Will top 80% within three years
Source: Ofcom Communications Market Report 2010

biggest driver of UK mobile internet adoption is social media
70% of daily mobile internet users use social media
26% of UK people have smartphones
Source: Ofcom Communications Market Report 2010

Why does Worldwide Web 2.0 matter?
Sales of smartphones (100m) passed sales of laptops (94m) in Q4 2010
Smartphones represented 24% of total mobile phone sales in Q1 2011, up from 15% in 2010 (but almost half in Europe)

29.8m UK people profiled on Facebook
58% of 51.4m UK people online are on Facebook
UK users Oct 2010 – Mar 2011 CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?

In December 2010, LinkedIn passed five million UK members
1m members added in six months
One third of UK professionals profiled
25% of FTSE100 companies hire via LinkedIn
5% of LinkedIn users account for 49% of UK LinkedIn activity

UK = third most active Twitter population
c. 4.5m UK users (June 2010)
7% of Tweeters account for 79% of UK Twitter traffic

In February 2010, 5.5 billion online videos watched in UK
17.4m unique UK visitors to YouTube (June 2010; up 17% on 2009)
Facebook now 4 th most important for video (up 205%)

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

Rise of new online media, eg:
The Construction Index – c. 1.7m page impressions/month (03/11)
Construction Enquirer – c. 300k/month
Old and new media adopting Web 2.0
Blogs, Twitter, video, RSS, etc

increasing thirst for richer, more real-time information
any information, anywhere, anytime, and on any device
support for ‘lean’, low-carbon, collaborative working
BIM ‘push’ likely to accelerate trend)
link information to asset by geo-location

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?

‘ pre-web’
Print and face-to-face:
print advertising
brochures, magazines
PR, media relations
direct marketing
market research
events
NB: still important
AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0

Web 1.0 - Mid 1990s …
first generation websites
static pages
HTML ‘brochure-ware’
later PDFs
limited interaction
email integration
… and pre-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) AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0

Discussion forums

Wikis
open – Wikipedia
professional – RIBApedia
internal knowledge management
Fielden Clegg Bradley
AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT

Blogs
Individual
Corporate
Media
Podcasts

Twitter
Personal
Corporate
Media

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)

5353 members 1636 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT

www.tcn.uk.com www.reorb.com 2855 members 4041 sign-ups AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT

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
Associated multimedia
Opinion piece written in blog
RSS, tweeted, shared, etc
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

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

Changing AEC services, new opportunities
Examples:

Changing AEC services, new opportunities
More examples:
Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0

tCn: the Construction Network
independent
business focused
content-sharing
engagement via
association
company
profession/community
individual

tCn – supporting AEC 2.0
AEC industry focus = differentiation
built Web 2.0 ‘ecoystem’ around tCn
identified influencers
trade bodies
PR/marcoms agencies
More recently, publications
3000 registered members in 14 months

Woobius Showcase
Application to create iPhone/iPad apps for construction businesses
“ portfolio in your pocket”
Innovation = differentiation

Senubo (in Beta)
Social business for construction
PC and smartphone
On-site data download and data capture
Real-time reporting and status updates

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

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?

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 …

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

Not getting 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?

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”

Q&A 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

Getting social - social media in construction communications

by pwcom.co.uk Ltd on Jun 24, 2011

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Getting social - social media in construction communications — Presentation Transcript