Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

"Getting social" - applying web 2.0 in construction marketing and PR

1,695 views

Published on

Presentation to the CIM Construction Interest Group (CIMCIG) at the Building Centre, London on 25 November 2010. Gives overview of the tools, including some construction-specific applications, as well as up-to-date stats on market penetration of the leading generic platforms. Finishes with pointers on applying Web 2.0, from audit through to measurement.

Published in: Business
  • Be the first to comment

"Getting social" - applying web 2.0 in construction marketing and PR

  1. 1. pwcom.co.uk London, November 2010 Getting Social Paul Wilkinson (pwcom.co.uk)
  2. 2. pwcom.co.uk • Who am I? • Pre-web and Web 1.0 • Web 2.0 – What is Web 2.0 – a lightning tour – What’s changing? Why does Web 2.0 matter? – Web 2.0 – putting it all together • AEC 2.0: applying Web 2.0 to construction – audit, engage, influence, measure • Ten lessons learned WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  3. 3. pwcom.co.uk or “It’s all a waste of time” WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  4. 4. pwcom.co.uk Who am I? • worked in construction industry since 1987 – in-house: Halcrow, Tarmac, BIW – current/recent clients: 4Projects, BIW, COINS, Constructing Excellence, Earthshine, Slider Studio, tCn, Woobius • author of book on construction collaboration technologies • Wikipedian (2003), blogger (2005), Tweeter (2008) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  5. 5. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  6. 6. pwcom.co.uk 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 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  7. 7. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  8. 8. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  9. 9. pwcom.co.uk (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  10. 10. pwcom.co.uk • Discussion forums WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  11. 11. pwcom.co.uk • Wikis – open – Wikipedia – organisation – RIBApedia – Internal • Fielden Clegg Bradley WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  12. 12. pwcom.co.uk • Podcasts • Blogs • Individual • Corporate • Media WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  13. 13. pwcom.co.uk • Blogs • “… conversations online” WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  14. 14. pwcom.co.uk • Twitter • Personal • Corporate • Media • Lists, eg: • trade bodies • media • Architects • Twibes • Leagues WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  15. 15. pwcom.co.uk • RSS – RSS publishing, from: • Bloggers • Media • Corporate • Search – Feed-readers • local or web-based: Google Reader, etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  16. 16. pwcom.co.uk • 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) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  17. 17. pwcom.co.uk 1380 members 4251 members WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  18. 18. pwcom.co.uk www.tcn.uk.com www.reorb.com 1762 members 3180 members WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  19. 19. pwcom.co.uk • Tagging/sharing, eg – Delicious – Digg – StumbleUpon – Reddit, etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  20. 20. pwcom.co.uk • Sharing: – Presentations – Travel – Reviews – Photos – Video – etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  21. 21. pwcom.co.uk • Location: – Real world – Augmented reality – Virtual world WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  22. 22. pwcom.co.uk • 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 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  23. 23. pwcom.co.uk • Changing events – Hybrid = online + face-to-face • Real-time sharing • Real-time feedback WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  24. 24. pwcom.co.uk • Changing events – Virtual events • virtual stands • no travel • interact online WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  25. 25. pwcom.co.uk Changing AEC services, new opportunities Examples: WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  26. 26. pwcom.co.uk Changing AEC services, new opportunities More examples: WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  27. 27. pwcom.co.uk … so what’s changed? Changing habits! WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  28. 28. pwcom.co.uk Why does Web 2.0 matter? • 70% UK homes now have broadband internet access • Will top 80% within three years WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  29. 29. pwcom.co.uk Why does Web 2.0 matter? • biggest driver of UK mobile internet adoption is social media • 70% of daily mobile internet users use social media • 31% of UK people access internet via mobile phone (ie: more than via laptop - 26%) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  30. 30. pwcom.co.uk Why does Web 2.0 matter? • c. 28m UK people profiled on Facebook • 2 out of every 3 UK internet users have an active Facebook account WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  31. 31. pwcom.co.uk Why does Web 2.0 matter? • In February 2010, 5.5 billion online videos watched in UK • 2.5bn of those visits made to YouTube (up 17% on 2009) • Facebook now 4th most important (up 205%) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  32. 32. pwcom.co.uk Why does Web 2.0 matter? • the UK has the third most active Twitter population globally • UK users accounted for 8.1% of total tweets, compared with 7.2% of unique users, in 2009 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  33. 33. pwcom.co.uk Why does Web 2.0 matter? • In June 2010, LinkedIn gained its four millionth UK member • One million new members added since November 2009 • One third of UK professionals profiled on LinkedIn • 25% of FTSE100 companies hire via LinkedIn WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  34. 34. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … reading writing (Photos: Meir Sadan on Flickr; kpwerker on Flickr WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  35. 35. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … companies communities WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  36. 36. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … one-way two-way WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  37. 37. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … monologue conversation WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  38. 38. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  39. 39. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … owning sharing WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  40. 40. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  41. 41. pwcom.co.uk Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  42. 42. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … marketing dept only any/all parts of company WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  43. 43. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … short term long term WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  44. 44. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … static mobile WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  45. 45. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … within boundaries across boundaries WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  46. 46. pwcom.co.uk New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  47. 47. pwcom.co.uk Architect HOK • Life at HOK Blog WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  48. 48. pwcom.co.uk Architect HOK • Blog • HOK careers WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  49. 49. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  50. 50. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  51. 51. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  52. 52. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube • Slideshare WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  53. 53. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube • Slideshare • Twitter • etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  54. 54. pwcom.co.uk AEC 2.0: Embracing Web 2.0 • Audit • Engage • Influence • Measure • Not ‘getting’ social (anti-social?) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  55. 55. pwcom.co.uk Audit • perceptions • opportunities • audience • existing advocates • resources • competitors • corporate readiness PRE-WEB WEB 2.0 LESSONSTOUR CONTEXT AEC 2.0AGENDA WHO, ME?
  56. 56. pwcom.co.uk Engage • update and communicate policy • integrate offline PR/marketing • adapt strategy • employ ‘netiquette’ • be responsive • remain honest, transparent • recognise and reward engagement WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  57. 57. pwcom.co.uk Influence • Participate • identify influencers and opinion-formers • establish and nurture relationships • stay relevant • feedback • monitor, adjust … WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  58. 58. pwcom.co.uk Measure Collaboration blog Collaboration website WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  59. 59. pwcom.co.uk Measure Collaboration blog Collaboration website Traffic sources: Twitter 126 Feedburner 76 Facebook 23 LinkedIn 7 Traffic sources: Twitter 5 Feedburner - Facebook 1 LinkedIn 13 blog 28 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  60. 60. pwcom.co.uk 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 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  61. 61. pwcom.co.uk Ten lessons learned WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  62. 62. pwcom.co.uk 1.start small WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  63. 63. pwcom.co.uk 2. invest wisely The tools may be “free”, but finding the right people to use them properly takes time, and time = money. WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  64. 64. pwcom.co.uk 3. involve WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  65. 65. pwcom.co.uk 4. manage expectations WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  66. 66. pwcom.co.uk 5. identify issue(s), then respond WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  67. 67. pwcom.co.uk 6. identify the opportunities/risks WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  68. 68. pwcom.co.uk 7. spread the risk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  69. 69. pwcom.co.uk 8. manage, monitor and moderate WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  70. 70. pwcom.co.uk 9. total bans don’t work WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  71. 71. pwcom.co.uk 10. you can’t ignore social media It’s about Return on Influence there is no Return on Ignoring WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
  72. 72. pwcom.co.uk London, November 2010 Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

×