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Getting Social or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)
AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
<ul><li>Who am I? </li></ul><ul><li>Why does Web 2.0 matter? </li></ul><ul><li>What is Web 2.0 </li></ul><ul><ul><li>a qui...
<ul><li>Who am I? </li></ul><ul><li>B2B PR professional since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </...
video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-con...
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? Di...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>74% UK homes now have broadband  internet access </li></ul><ul><li>Will...
<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>Why does Worldwide Web 2.0 matter? </li></ul><ul><li>Sales of smartphones (100m) passed sales of laptops (94m) in ...
<ul><li>Why does Worldwide Web 2.0 matter? </li></ul><ul><li>63m  tablet sales in 2011  </li></ul><ul><li>2015:  326m </li...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>29.8m UK Facebook profiles </li></ul><ul><li>58% of 51.4m UK people onl...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK:  24m  visits to video-sharing sites in April 2011 </li></ul><ul><li...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>175m+ registered accounts (100m active) </li></ul><ul><li>(c.  7m  UK u...
<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>Why does Web 2.0 matter? </li></ul><ul><li>Decline of traditional print circulation, eg: </li></ul><ul><ul><li>Bui...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Rise of new online media, eg: </li></ul><ul><ul><li>The Construction In...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Old and new media adopting Web 2.0 </li></ul><ul><ul><li>Blogs, Twitter...
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?
<ul><li>‘ pre-web’ </li></ul><ul><li>print advertising </li></ul><ul><li>brochures, magazines </li></ul><ul><li>PR, media ...
<ul><li>Web 1.0  - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><l...
<ul><li>Web 2.0 or social media  – What is it? </li></ul>( Sources : Wikipedia ; Kaizo; Euan Semple) “ People having conve...
AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
(Source:  Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) AEC 2.0 Q & A TODAY WHO, ME? TOUR GETT...
<ul><li>Discussion forums </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
<ul><li>Wikis </li></ul><ul><ul><li>open –  Wikipedia   (visited by c.15m UK internet users in April 2011) </li></ul></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><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><u...
<ul><li>Social networking </li></ul><ul><ul><li>from personal (eg:  Facebook ) … </li></ul></ul><ul><ul><li>to professiona...
5484 members 1654 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
c.3000 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
<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><li>Tagging/sharing </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
<ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Reviews ...
<ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li...
<ul><li>Changing PR </li></ul><ul><li>Online media </li></ul><ul><ul><li>Digital news release  </li></ul></ul><ul><ul><li>...
<ul><li>Changing events   </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sha...
<ul><li>Changing events   </li></ul><ul><ul><li>Virtual events </li></ul></ul><ul><ul><ul><li>virtual stands </li></ul></u...
New construction communications…. A Web 2.0 revolution! Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
<ul><li>Changing AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME...
<ul><li>Woobius Showcase </li></ul><ul><li>Application to create iPhone/iPad apps for construction businesses </li></ul><u...
<ul><li>Senubo  (in Beta) </li></ul><ul><li>Social business for construction </li></ul><ul><li>PC and smartphone </li></ul...
<ul><li>StickyWorld </li></ul><ul><li>Collaborative spaces </li></ul><ul><li>360-deg photo tours </li></ul><ul><li>Share v...
<ul><li>AEC 2.0: Embracing Web 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul>...
<ul><li>Audit </li></ul><ul><li>perceptions </li></ul><ul><li>opportunities </li></ul><ul><li>audience </li></ul><ul><li>c...
<ul><li>Engage </li></ul><ul><li>update and communicate policy </li></ul><ul><li>integrate offline PR/marketing </li></ul>...
<ul><li>Influence </li></ul><ul><li>Participate </li></ul><ul><li>identify influencers and opinion-formers </li></ul><ul><...
<ul><li>Monitor and measure the online ‘buzz’ </li></ul><ul><li>not just  quantity  – look at  quality , eg: </li></ul><ul...
<ul><li>'anti-social'? Know the risks </li></ul><ul><li>Are you monitoring what might be said online about your business? ...
<ul><li>Summary/final points </li></ul><ul><li>like it or not, Web 2.0 matters </li></ul><ul><li>multiple channels need mo...
Thank you Contact: Paul Wilkinson Website:  www.pwcom.co.uk PR blog:  www.blog.pwcom.co.uk Tech blog:  www.extranetevoluti...
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Getting Social: adding Web 2.0 to your construction communications mix

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Getting Social: adding Web 2.0 to your construction communications mix

  1. 1. Getting Social or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)
  2. 2. AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
  3. 3. <ul><li>Who am I? </li></ul><ul><li>Why does Web 2.0 matter? </li></ul><ul><li>What is Web 2.0 </li></ul><ul><ul><li>a quick tour </li></ul></ul><ul><li>AEC 2.0: applying Web 2.0 to construction </li></ul><ul><li>Getting social </li></ul><ul><ul><li>audit, engage, influence, measure </li></ul></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  4. 4. <ul><li>Who am I? </li></ul><ul><li>B2B PR professional since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </li></ul></ul><ul><ul><li>consultancy clients, include: 4Projects, BIW, CodeBook, Sypro, Woobius </li></ul></ul><ul><li>Author and technology consultant </li></ul><ul><li>And in B2B, a Wikipedian (2003) , blogger (2005) and tweeter (2008) </li></ul>AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
  5. 5. 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 – Apps - RFID - tags – 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?
  6. 6. 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!
  7. 7. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>74% UK homes now have broadband internet access </li></ul><ul><li>Will top 80% within three years </li></ul><ul><li>Source: Ofcom Communications Market Report 2011 </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  8. 8. <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>social networking services (57%), ahead of email (53%), search (42%) </li></ul><ul><li>27% of UK people have smartphones </li></ul><ul><li>Source: Ofcom Communications Market Report 2011 </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  9. 9. <ul><li>Why does Worldwide Web 2.0 matter? </li></ul><ul><li>Sales of smartphones (100m) passed sales of laptops (94m) in Q4 2010 </li></ul><ul><li>Smartphones = 24% of total mobile phone sales in Q1 2011 (nearly half in Europe) </li></ul><ul><li>Forecast 420m sales 2011 ( 28% of global mobile market) </li></ul><ul><li>Source: Techcrunch </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  10. 10. <ul><li>Why does Worldwide Web 2.0 matter? </li></ul><ul><li>63m tablet sales in 2011 </li></ul><ul><li>2015: 326m </li></ul><ul><li>IOS 46%, Android 36% by 2015 Source: Gartner (Guardian, 22 September 2011) </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  11. 11. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>29.8m UK Facebook profiles </li></ul><ul><li>58% of 51.4m UK people online </li></ul><ul><li>Facebook: 52% of all UK social network visits </li></ul><ul><li>Facebook = internet 2004 </li></ul><ul><li>Pingdom (800 million users) </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  12. 12. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK: 24m visits to video-sharing sites in April 2011 </li></ul><ul><li>19m unique UK visitors to YouTube (April 2011; up 12% on 2010) </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  13. 13. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>175m+ registered accounts (100m active) </li></ul><ul><li>(c. 7m UK users) </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>3.4% of UK social network traffic </li></ul><ul><li>24% UK smartphone users access Twitter </li></ul><ul><li>7% account for 79% of UK Twitter traffic </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  14. 14. <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 third of UK professionals profiled </li></ul><ul><li>25% of FTSE100 hire via LinkedIn </li></ul><ul><li>6.1m UK visits per month </li></ul><ul><li>5% of LinkedIn users account for 49% of UK LinkedIn activity </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  15. 15. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Decline of traditional print circulation, eg: </li></ul><ul><ul><li>Building 2010 : 21,271 ( down 15% from 25,017 in 2006) </li></ul></ul><ul><ul><li>Construction News 2010 : 13,850 ( down 42% from 23,728 in 2006) </li></ul></ul><ul><ul><li>Contract Journal – closed 2009 </li></ul></ul><ul><li>Shift from print to online </li></ul><ul><ul><li>Paywalled websites, e-newsletters webinars, digital editions, etc </li></ul></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  16. 16. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Rise of new online media, eg: </li></ul><ul><ul><li>The Construction Index – c. 317,000 visitors/mth 2.1m page imps/mth 8,000 newsletter subscribers (email October 2011) </li></ul></ul><ul><ul><li>Construction Enquirer – c. 74,000 unique visitors/mth 400,000 page impressions/mth 9,000 newsletter subscribers (August 2011) </li></ul></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  17. 17. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Old and new media adopting Web 2.0 </li></ul><ul><ul><li>Blogs, Twitter, video, RSS, etc </li></ul></ul><ul><li>“ Paid Media” - advertising, sponsorship </li></ul><ul><li>“ Owned media” - website, blog, Twitter </li></ul><ul><li>“ Earned Media” - 'WOM', 'buzz', viral' </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  18. 18. 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?
  19. 19. <ul><li>‘ pre-web’ </li></ul><ul><li>print advertising </li></ul><ul><li>brochures, magazines </li></ul><ul><li>PR, media relations </li></ul><ul><li>direct marketing </li></ul><ul><li>market research </li></ul><ul><li>sponsorship </li></ul><ul><li>events </li></ul><ul><li>NB: still important </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  20. 20. <ul><li>Web 1.0 - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><li>HTML ‘brochure-ware’ </li></ul><ul><li>later PDFs </li></ul><ul><li>limited interaction </li></ul><ul><li>email integration </li></ul><ul><li>… and pre-Google </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  21. 21. <ul><li>Web 2.0 or social media – What is it? </li></ul>( Sources : Wikipedia ; Kaizo; Euan Semple) “ People having conversations online” <ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ globally distributed, near instant, person to person conversations” </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  22. 22. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  23. 23. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  24. 24. (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
  25. 25. <ul><li>Discussion forums </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  26. 26. <ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia (visited by c.15m UK internet users in April 2011) </li></ul></ul><ul><ul><li>professional – RIBApedia </li></ul></ul><ul><ul><li>internal knowledge management </li></ul></ul><ul><ul><ul><li>Fielden Clegg Bradley </li></ul></ul></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  27. 27. <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><ul><li>Podcasts </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  28. 28. <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>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  29. 29. <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>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  30. 30. 5484 members 1654 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  31. 31. c.3000 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  32. 32. <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>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT MentionMap
  33. 33. <ul><li>Tagging/sharing </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  34. 34. <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>etc </li></ul></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  35. 35. <ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  36. 36. <ul><li>Changing PR </li></ul><ul><li>Online media </li></ul><ul><ul><li>Digital news release </li></ul></ul><ul><ul><li>Opinion piece written in blog </li></ul></ul><ul><ul><ul><li>RSS, tweeted, shared, etc </li></ul></ul></ul><ul><li>e-newsletters </li></ul><ul><li>We are all publishers now! </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  37. 37. <ul><li>Changing events </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sharing/feedback </li></ul></ul></ul><ul><ul><ul><li>Multiple locations </li></ul></ul></ul><ul><li>We are all broadcasters now! </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  38. 38. <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>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  39. 39. New construction communications…. A Web 2.0 revolution! Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  40. 40. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  41. 41. <ul><li>Woobius Showcase </li></ul><ul><li>Application to create iPhone/iPad apps for construction businesses </li></ul><ul><li>“ portfolio in your pocket” </li></ul><ul><li>Innovation = differentiation </li></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  42. 42. <ul><li>Senubo (in Beta) </li></ul><ul><li>Social business for construction </li></ul><ul><li>PC and smartphone </li></ul><ul><li>On-site data download and data capture </li></ul><ul><li>Real-time reporting and status updates </li></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  43. 43. <ul><li>StickyWorld </li></ul><ul><li>Collaborative spaces </li></ul><ul><li>360-deg photo tours </li></ul><ul><li>Share video, PPTs, drawings, models, etc </li></ul><ul><li>Enable dialogue (eg: supplier/specifier, designer/client) </li></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  44. 44. <ul><li>AEC 2.0: Embracing Web 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul><ul><li>Measure </li></ul><ul><li>Not ‘getting’ social (anti-social?) </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  45. 45. <ul><li>Audit </li></ul><ul><li>perceptions </li></ul><ul><li>opportunities </li></ul><ul><li>audience </li></ul><ul><li>competitors </li></ul><ul><li>existing advocates </li></ul><ul><li>resources </li></ul><ul><li>corporate readiness </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
  46. 46. <ul><li>Engage </li></ul><ul><li>update and communicate policy </li></ul><ul><li>integrate offline PR/marketing </li></ul><ul><li>adapt strategy </li></ul><ul><li>employ ‘netiquette’ </li></ul><ul><li>be responsive </li></ul><ul><li>remain honest, transparent </li></ul><ul><li>recognise and reward engagement </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
  47. 47. <ul><li>Influence </li></ul><ul><li>Participate </li></ul><ul><li>identify influencers and opinion-formers </li></ul><ul><li>establish and nurture relationships </li></ul><ul><li>stay relevant </li></ul><ul><li>feedback </li></ul><ul><li>monitor, adjust … </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
  48. 48. <ul><li>Monitor and measure the online ‘buzz’ </li></ul><ul><li>not just quantity – look at quality , eg: </li></ul><ul><ul><li>sentiment </li></ul></ul><ul><ul><li>increased media coverage (eg: thought leadership) </li></ul></ul><ul><ul><li>‘ crowd-sourced’ feedback on company/products </li></ul></ul><ul><ul><li>customer loyalty, word of mouth recommendations </li></ul></ul><ul><li>but above all : business outcomes, eg: </li></ul><ul><ul><li>number of qualified sales leads </li></ul></ul><ul><ul><li>software or white-paper downloads, event registrations, etc </li></ul></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
  49. 49. <ul><li>'anti-social'? Know the risks </li></ul><ul><li>Are you monitoring what might be said online about your business? </li></ul><ul><li>Do you have people who are “web 2.0-savvy” and know their ‘netiquette’? </li></ul><ul><li>Can you respond quickly and appropriately in the event of potentially damaging online publicity? </li></ul><ul><li>Are your competitors engaging with stakeholders online? </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 CONTEXT GETTING SOCIAL?
  50. 50. <ul><li>Summary/final points </li></ul><ul><li>like it or not, Web 2.0 matters </li></ul><ul><li>multiple channels need more long-term, strategic approach </li></ul><ul><li>need to integrate online and offline </li></ul><ul><li>authenticity is vital </li></ul><ul><li>in B2B, it’s about: </li></ul>“ People having useful conversations online”
  51. 51. 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

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