What's next in digital communications for construction marketing

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What's next in digital communications for construction marketing - a presentation by Paul Wilkinson given to a half-day CIMCIG conference at the Building Centre, London on 16 May 2012

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  • Quick overview of this presentation.
  • Joe Tucci at EMC World 2010 quoted a recent IDC / Dataquest study, which points out the coming world wide data explosion
  • Where a Zettabyte is 1024 Exabytes, an Exabyte is 1024 Petabytes and a Petabyte is 1024 Terabytes. A Zettabyte is therefore approximately 10 ^ 21 bytes. That's a data explosion of 44x in approximately 10 years.
  • What Joe does not point out is the shift from unstructured data to structured data. Presently, 90% of worldwide data is unstructured. However, almost all of the sources of new data which are causing the explosion are structured. (These include social networking, blogging, Twitter, and all of the Web 2.0 content, plus sources like e-readers, PDAs, smart phones, medical / dental digital imaging, online security, smart energy metering and the like.) The result is this graphic showing the relationship between structured and unstructured data going into the future:
  • 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.
  • Linking Open Data community project is to extend the Web with a data commons by publishing various open datasets as RDF on the Web and by setting RDF links between data items from different data sources. … By September 2011 this had grown to 31 billion RDF triples, interlinked by around 504 million RDF links.
  • What's next in digital communications for construction marketing

    1. 1. pwcom.co.ukCIMCIG – May 2012 Whats next? New digital communications in construction marketing Paul Wilkinson (pwcom.co.uk)
    2. 2. • Who am I? • New tools in the communications toolbox • The coming data explosion • Web 2.0 impact on construction processes and construction marketing • The future: Web 3.0 (the semantic web and linked data)2
    3. 3. 3
    4. 4. 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 – etc4 time
    5. 5. The coming data explosion Total worldwide data 2009 0.8 Zettabytes (10 ^21 bytes) 2020 ? 0.8,000,000,000,000,000,000,000 bytes Source: Jeff Browning -5 OracleStorageGuy blog
    6. 6. The coming data explosion Total worldwide data 2009 0.8 Zettabytes (10 ^21 bytes) 2020 35 Zettabytes – a 44-fold increase Source: Jeff Browning -6 OracleStorageGuy blog
    7. 7. The coming data explosion Currently, 90% of worldwide data is unstructured. Web 2.0 content, imaging, energy data, model data, etc, etc is structured data. Source: Jeff Browning -7 OracleStorageGuy blog
    8. 8. New construction communications…. A We re v b olu 2.0 tio n!8
    9. 9. Changing PR • Online media – Digital news release – Opinion piece written in blog – Photos, video, slides incorporated • RSS, tweeted, shared (LI, FB), etc • e-newsletters • We are all publishers now!9
    10. 10. Changing meetings/events • Hybrid = online & face-2-face – Real-time sharing/feedback – Multiple locations – Presence no longer required – #hashtags • We are all broadcasters now!10
    11. 11. Changing AEC IT = new opportunities?11
    12. 12. Project manager diary as a blog? Multi-media: - photos - video - timeline12
    13. 13. Socially searchable progress photos? Flickr.com • Cloud-based photo-sharing • Searchable • Description • Tagging • Geo-location13
    14. 14. Project progress as a community service? Bristol Water • Bentley Exor Street Works Manager • Streetworks map and register updated in real-time • Mash-up with traffic data • Public information14
    15. 15. Supply chain management by location?15
    16. 16. Pinterest for building products? Clippings.com • A “Pinterest for AEC” • Crowd-sourcing design ideas • Marketing platform • expect Pinterest- style mobile apps soon16
    17. 17. Catalogue or portfolio in your pocket? Woobius Showcase • Application to create iPhone/iPad apps for construction businesses • “portfolio in your pocket” • Innovation = differentiation17
    18. 18. Interactive architectural mobile guide? OpenBuildings.com • Crowd-sourced wiki about buildings • Facility for local consultation • Marketing platform • iPhone, Android apps18
    19. 19. Mobile location-specific visualisation? Location + augmented reality + data19
    20. 20. Location-specific photos, docs, wiki?20
    21. 21. BIM visualisation via AR and QR codes? SNOW Architects • Daqri.com mobile web app builder • iPhone, iPad, Android apps to view Microstation BIMs21
    22. 22. See what I mean? In real-time? Woobius Eye (in Beta) • Share camera view remotely • Mark-up and discuss in real-time • Conference call • Literally “see what I mean?”22
    23. 23. Private project networks? Senubo (in Beta) • Social business for construction • PC and smartphone • On-site data download and data capture • Real-time reporting and status updates23
    24. 24. Collaboration updates via Twitter DM? Why not? If not via Twitter... … maybe via internal networks, eg:24
    25. 25. From Web 2.0 to Web 3.0 Web 1.0 = sites, pages, links (static, proprietary, non-interactive) Web 2.0 = people, participation (dynamic, interactive, connecting) Web 3.0 = machines (semantic, linked data, context)25
    26. 26. Semantic web  "a web of data that can be processed directly and indirectly by machines” (Tim Berners-Lee)  “… provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries”26
    27. 27. Contextualisation We have lots of data... … but in lots of different formats and models … and many data sources are not linked So: need a common data model RDF (Resource Description Framework)27
    28. 28. Contextualisation RDF (Resource Description Framework) Triple data model Subject Predicate Object <Paul> <was born in> <London> <London> <is part of> <UK> <Paul> <has hobby> <cycling>28
    29. 29. Contextualisation author Paul Wilkinson ISBN Book 0-415-34859-0 title Construction Publisher Date Collaboration Technologies Taylor & Francis 1 September 2005 Location Abingdon29
    30. 30. Extranet Contextualisation Blogs Evolution Shares author photos Flickr acct Paul Wilkinson ISBN Book 0-415-34859-0 title Construction Date Collaboration Publisher Technologies Reference Taylor & 1 September Wikipedia Francis 2005 article Location Abingdon30
    31. 31. FOAF Extranet Contextualisation Blogs Evolution Shares author photos Flickr acct Paul Wilkinson ISBN Book 0-415-34859-0 ISBN title Construction Date Collaboration Publisher Technologies Reference Flickr Taylor & 1 September Wikipedia Francis 2005 article Location Abingdon DBpedia31
    32. 32. Linked data RDF data that links to other RDF data on the web is Linked data (Linked Open Data)32
    33. 33. Linked data “... if the past was document sharing, the future is data sharing” (Tim Berners-Lee) 1. A URL should point to the data. 2. Anyone accessing URL should get data back. 3. Relationships in the data should point to additional URLs with data.33
    34. 34. What does this mean in construction? 1. Linked data connects and provides context to social interactions and to data about physical world we live in. 2. Building Information Modelling (BIM) will increasingly apply Linked Data principles throughout the BIM lifecycle. Finding and linking relevant, related information will become increasingly34 important.
    35. 35. 35
    36. 36. 36
    37. 37. 37
    38. 38. OPEN BIM  launched March 2012  collaborative design, realisation and operation of buildings based on open standards and workflows  founding partners  buildingSMART International (bSI)  vendors (eg: Tekla, Nemetschek, Graphisoft);  backed in UK by Constructing Excellence  using the open buildingSMART Data Model, IFCs  Poor interoperability cost US AEC industry $15.8bn per annum (NIST, 2004) – mainly borne by owners!38 www.graphisoft.com/openbim/
    39. 39. BIM libraries (some offering IFC objects)39
    40. 40. Real-time building services (or other) data? “Internet of Things” Real-time feedback on building performance40
    41. 41. 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.wilkinson1941

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