Construction PR and marketing in the digital age

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Presentation by Paul Wilkinson to joint seminar organised by CIMCIG and CIPR CAPSIG, held at Leeds Metropolitan University, Leeds, Yorkshire on 23 May 2012.

Paul defines social media, explains why it's becoming increasingly important (take up of mobile, etc) and how it is changing how firms communicate online.

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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
  • 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
  • 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.
  • 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
  • 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.
  • Construction PR and marketing in the digital age

    1. 1. pwcom.co.ukCIMCIG/CAPSIG – Leeds – 23 May 2012 Construction PR and marketing: Getting social Paul Wilkinson (pwcom.co.uk)
    2. 2. 2
    3. 3. • Who am I? • What is social media? • Why does social media matter? • What social media tools can we apply in construction? • How do we start?3
    4. 4. 4
    5. 5. 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 – etc5 time
    6. 6. • Web 2.0 or social media – What is it? • 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” “People having conversations online” (Sources: Wikipedia; Kaizo; Euan Semple)6
    7. 7. 7
    8. 8. 8
    9. 9. 9
    10. 10. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting)10
    11. 11. Why does Web 2.0 matter? Di rea rect ore e M tiv l-ti … me rac dia ! inte me m ass11
    12. 12. Why does Web 2.0 matter? • 800m global users = internet 2004 • 29.8m UK profiles • 58% of all UK people online • 52% of all UK social network visits12
    13. 13. Why does Web 2.0 matter? • In November 2011, UK LinkedIn membership passed 8 million • Two thirds of UK professionals profiled • 25% of FTSE100 hire via LinkedIn • 6.1m UK visits per month13
    14. 14. c. 462m registered accounts • 140m (c. 28%) active* • 250m active by end 2012 * Active = members who log in at least once a month Source: www.mediabistro.com14
    15. 15. • UK = 4th largest Twitter population • c. 24m Twitter accounts (38% population) • c. 7m active UK users • 7% of Tweeters = 79% of UK Twitter traffic15
    16. 16. Why does Web 2.0 matter? 100m global users (July 2011- Feb 2012) Now adding 750,000+ users per day16
    17. 17. 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)17
    18. 18. Why does Web 2.0 matter? • Worldwide: 181m blogs (December 2011)18
    19. 19. Why does Web 2.0 matter? • 78% UK homes now have broadband internet access • Will top 80% next year Source: Ofcom Communications Market Report 201119
    20. 20. 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 population have smartphones Source: Ofcom Communications Market Report 201120
    21. 21. Why does mobile Web 2.0 matter? • Smartphone sales (100m) passed sales of laptops (94m) in Q4 2010 • By 2014, mobile internet use will overtake desktop access • “Personal cloud to eclipse PC in just 2 years” - Gartner But... • Only 20% of FTSE100 websites support mobile Source: Techcrunch21
    22. 22. 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, etc22
    23. 23. 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)23
    24. 24. 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, viral24
    25. 25. 25
    26. 26. 26
    27. 27. • Discussion forums27
    28. 28. • Wikis – open – Wikipedia (visited by c.15m UK internet users in April 2011) – professional – RIBApedia – internal knowledge management • Fielden Clegg Bradley28
    29. 29. 29
    30. 30. • Blogs • Individual • Corporate • Media • Podcasts30
    31. 31. • RSS – RSS publishing, from: • Bloggers • Media • Corporate • Search – Feed-readers31
    32. 32. • 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)32
    33. 33. • Twitter • Personal • Corporate • Media MentionMap33
    34. 34. • Tagging/ sharing34
    35. 35. Woobius Showcase • Application to create iPhone/iPad apps for construction businesses • “portfolio in your pocket” • Innovation = differentiation35
    36. 36. • Sharing: – Presentations – Meetings, polls – Reviews – Photos – Video – Location – etc36
    37. 37. 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!37
    38. 38. • Changing meetings/events Hybrid = online + face-2-face • Real-time sharing/feedback • Multiple locations • We are all broadcasters now!38
    39. 39. Good tweeting • Beware: – company and/or client confidentiality – copyright issues – defamation – privacy of individual – bringing company into disrepute39
    40. 40. Good tweeting • Avoid conflicts of interest – Disclose client relationships – Clarify account managers • Consider disclaimers • Above all: honesty and integrity40
    41. 41. Good tweeting • Stay (mainly) on-topic • Keep it personal, not corporate • Tweet regularly • Be responsive • Think long-term41
    42. 42. Good blogging • Stay on-topic • Keep it personal, not corporate • Post regularly • Be responsive to comments • Think long-term – what outcomes/reactions do you want?42
    43. 43. Good blogging • Beware: – Flogging (fake blogging) – Astro-turfing • Take care ghost-writing or re-using others content • Have terms of reference, policies regarding subject matter, approval processes, etc • Correct any errors quickly43
    44. 44. • Wikipedia guidance – CIPR working with Wikimedia Foundation and Wikipedians on draft guidance for PRs http://uk.wikimedia.org/wiki/Draft_best_practice_guidelines_for_PR44
    45. 45. Getting Social Q&A 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.wilkinson1945

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