Social Media In The Construction Industry

Social media (Web 2.0) in the construction industry 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
Web 2.0 – putting it all together
What’s changing? Why does Web 2.0 matter?
AEC 2.0: applying Web 2.0 to construction
audit, engage, influence, measure
Ten lessons learned
PRE-WEB WEB 2.0 AEC 2.0 LESSONS TODAY WHO, ME? CONTEXT TOUR

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?

Who am I?
worked in construction industry since 1987
in-house: Halcrow, Tarmac/Carillion, BIW
Current/recent clients: Crittall, BIW, Incite, Earthshine, Woobius, Constructing Excellence, Slider Studio
author of book on construction collaboration technologies
Wikipedian (2003) , blogger (2005) , Tweeter (2008)
co-founder of Be2camp (2008)

‘ Before web’
Print and face-to-face:
print advertising
brochures, magazines
PR, media relations
direct marketing
market research
events
Still important, but …

Web 1.0 - Mid 1990s …
first generation websites
static pages
HTML ‘brochure-ware’
later PDFs
limited interaction
email integration
no Google
WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?

Web 1.5 - late 1990s …
shared drives
intranets
extranets
But still mainly information-centric – not conversation oriented

Web 2.0 - Definitions:
the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
“ People having conversations online”
aka ‘Enterprise 2.0’, ‘Social business’
(Sources: Wikipedia ; Kaizo) WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?

Discussion forums

Wikis
open – Wikipedia
organisation – RIBApedia
Internal
Fielden Clegg Bradley
Publications
BSD project wiki

Podcasts
Blogs
Personal
Corporate
Media tool

Twitter
Personal
Corporate
media

RSS
RSS publishing, from:
Bloggers
Media
Corporate
Search
Feed-readers
local or web-based: Google Reader , etc
PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?

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)

Collaboration spaces
generic: Huddle , Basecamp, etc
AEC focused:
eg: Asite, BIW, 4Projects, etc
some with “added Web 2.0”

Tagging/sharing, eg
Delicious
Digg
Stumbleupon, etc

Sharing:
Presentations
Travel tips
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

Changing event management
Be2camp
Online and face-to-face
‘ unconferences’

Architect HOK
Life at HOK Blog

Architect HOK
Blog
HOK careers

Architect HOK
Blog
Facebook
LinkedIn

Architect HOK
Blog
Facebook
LinkedIn
Flickr

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube
Slideshare

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube
Slideshare
Twitter
etc

PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME? www.tcn.uk.com www.reorb.com

New AEC services, new opportunities
Examples:

New AEC services, new opportunities
More examples:

… so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?

Why does Web 2.0 matter?
70% UK homes now have internet access
63% have broadband
PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?

biggest driver of UK mobile internet adoption is social media
70% of daily mobile internet users use social media

22 million UK people use Facebook
50% of active users log into FB every day

In February 2009, one in every 35 UK internet visits was to a specialist video website, up from one in every 50 in February 2008.
YouTube had 62.9% of those visits.

the UK has the third most active Twitter population globally
in August 2009, there were over 2.4 million UK Twitter users

On 25 November 2009, LinkedIn gained its 3 millionth UK member
This was just two years after it reached one million

(Photos: Meir Sadan on Flickr ; kpwerker on Flickr PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … reading writing

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … companies communities

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … one-way two-way

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … lecture conversation

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … owning sharing

PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? many-to-many (+ customer-2-customer) dialogue user-generated content user self-publishing B2B marketing/PR 2.0 is increasingly …

PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Trad’l B2B marketing was often … B2B marketing 2.0 is becoming … tactical promotion marketing dept only short term static within boundaries more strategic 4 (or 5) Ps whole company long term mobile across boundaries

PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA TOUR CONTEXT WHO, ME?

AEC 2.0: Embracing Web 2.0
Audit
Engage
Influence
Measure
Some lessons learned
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA TOUR CONTEXT WHO, ME?

Audit
perceptions of company/brand/product
opportunities
audience
existing advocates
resources
competitors
corporate readiness
PRE-WEB WEB 2.0 LESSONS TOUR CONTEXT AEC 2.0 AGENDA WHO, ME?

Audit - Crittall Windows
5 blog articles (Bloglines)
15 YouTube videos
173 photos on Flickr
7 Wikipedia mentions
ex-employee Facebook group
2 discussion board posts
PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?

audit – ‘Crittal’ Windows (ie: misspellings)
16 blog articles (Google blogs search)
18 more tagged photos on Flickr
1 mention on Twitter
16 discussion posts

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

Crittall
started blogger engagement …
… then started blog
RSS feed on website
@JohnKatCrittall on Twitter
LinkedIn company profile
Wikipedia edits
Crittall Facebook page
… and campaign gained media coverage (eg: Construction Manager , July 2009)

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

Measure
traffic to/from blogs, websites, etc

Measure
monitor social media ‘buzz’ (contd)
numbers: Twitter followers, YouTube views, blog comments, etc
but not just quantity – look at quality (eg: sentiment)
‘ crowd-sourced’ feedback on company/products
customer loyalty, word of mouth recommendations
number of sales leads
improved recruitment
increased media coverage (eg: thought leadership)
brand equity

Ten lessons learned

1. start small

2. invest wisely
The tools may be free,
but finding the right people to use them properly takes time,
and time = money.

3. involve

4. manage expectations

5. identify issue(s), then respond

6. identify the opportunities/risks
PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?

7. spread the risk

8. manage, monitor and moderate

9. total bans don’t work

10. you can’t ignore social media
PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME? It’s about Return on Influence And there is no Return on Ignoring

If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business. (Steve Martin, CEO, Clugston Construction) PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?

Thank you Contact: Paul Wilkinson Blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul

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Social Media In The Construction Industry

by pwcom.co.uk Ltd on Feb 02, 2010

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