1. pwcom.co.uk
CIOB Essex – November 2012
Getting Social
Paul Wilkinson
(pwcom.co.uk)

2. 2

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?
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4. 4

5. Who am I?
• Author and technology consultant
• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW
– consultancy clients, include:
ACA, AEngD, CIPR, CodeBook,
Conject, ICE, Invennt
• And in B2B, a Wikipedian (2003),
blogger (2005) and tweeter (2008)
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6. 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 – etc
6 time

7. • 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)
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10. 10

11. (Source:
Role of Social Media in Commercial Property
RICS 2009 – Remit Consulting)
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12. Why does Web 2.0 matter?
Di
rea rect
o re e
M tiv l- t i …
me
rac dia !
inte me
m ass
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13. Why does Web 2.0 matter?
• 1bn global users (800m = internet 2004)
• 33.1m UK profiles
• 64% of all UK
people online
• 53% of UK
population
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14. Why does Web 2.0 matter?
• In September 2012, UK LinkedIn
membership passed 10 million
• c. 1m UK people use LinkedIn daily
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15. • UK = 4th largest Twitter
population
• c. 32m Twitter accounts
(53% population)
• c. 11m active UK users
• 7% of Tweeters =
79% of UK Twitter traffic
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16. Why does Web 2.0 matter?
100m
global
users
(July 2011-
Feb 2012)
Now adding 750,000+ users per day
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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)
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18. Why does Web 2.0 matter?
• Worldwide:
181m blogs
(December 2011)
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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 2011
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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%)
• Over 50% of UK population
have smartphones
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21. Why does Worldwide 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: Techcrunch
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22. Worldwide Web 2.0
• 63m tablet
sales in 2011
• 2015: 326m
• IOS 46%,
Android 36%
by 2015
Source: Gartner (Guardian, 22 September 2011)
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23. 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, etc
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24. 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)
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25. 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', 'viral'
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27. 27

28. • Discussion
forums
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29. • Wikis
– open – Wikipedia
(6th most visited website;
c.15m UK users/month)
– professional –
RIBApedia
– internal knowledge
management
• Fielden Clegg Bradley
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30. • Blogs
• Individual
• Corporate
• Media
• Podcasts
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31. • RSS
– RSS publishing, from:
• Bloggers
• Media
• Corporate
• Search
– Feed-readers
• local or web-based: Google Reader, etc
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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)
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33. 5484 members 1654 members
33

34. • Twitter
• Personal
• Corporate
• Media
MentionMap
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35. • Tagging/
sharing
35

36. • Sharing:
– Presentations
– Meeting dates
– Reviews
– Photos
– Video
– Travel
– etc
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37. • Location:
– Real world
– Augmented reality
– Virtual world
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38. Changing PR
• Online media
– Digital news release
– Opinion piece written in blog
– Photos, video, slides incorporated
• RSS, tweeted, shared, etc
• e-newsletters
• We are all publishers now!
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39. • Changing meetings/events
Hybrid = online + face-2-face
• Real-time sharing/feedback
• Multiple locations
• We are all broadcasters now!
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40. • Changing events
– Virtual events
• virtual stands
• no travel
• interact online
40

41. New construction communications….
AW
rev eb
o lu 2 .0
t io
n!
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42. Changing AEC services,
new opportunities
42

43. Woobius
Showcase
• Application to create
iPhone/iPad apps
for construction
businesses
• “portfolio in your
pocket”
• Innovation =
differentiation
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44. OpenBuildings.com
• Crowd-sourced wiki
about buildings
• Facility for local
consultation
• Marketing platform
• iPhone, Android
apps
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45. Localism:
• Democratic design
• Community engagement
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46. Senubo (in Beta)
• Social business for
construction
• PC and smartphone
• On-site data
download and data
capture
• Real-time reporting
and status updates
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47. Woobius Eye (in Beta)
• Share camera
view remotely
• Mark-up and
discuss in
real-time
• Conference call
• Literally
“see what I mean?”
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48. • Collaborative spaces
• 360-deg photo tours
• Share video, PPTs,
drawings, models, etc
• Enable dialogue (eg:
supplier/specifier,
designer/client)
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49. Collaboration updates via Twitter DM?
Why not?
If not via Twitter...
… maybe via internal networks, eg:
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50. Flickr.com
• Cloud-based
photo-sharing
• Searchable
• Description
• Tagging
• Geo-location
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51. Project manager diary as a blog?
Multi-media:
- photos
- video
- timeline
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52. Location:
• Augmented reality
• Rich mobile
information
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53. GPS, AR, QR code link to documents,
photos, a wiki?
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54. Supply chain and workforce management
by location
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55. Bristol Water
• Bentley Exor Street
Works Manager
• Streetworks map
and register
updated in
real-time
• Mash-up with
traffic data
• Public
information
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56. Real-time building services (or other) data
“Internet of Things”
Real-time feedback on
building performance
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57. Getting Social
Four steps:
• Audit
• Engage
• Influence
• Measure
• Is not ‘getting’ social anti-social?
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58. Getting Social
1. Audit
• perceptions
• opportunities
• audience
• competitors
• existing advocates
• resources
• corporate readiness
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59. Getting Social
2. Engage
• update and communicate policy
• integrate offline PR/marketing
• adapt strategy
• employ ‘netiquette’
• be responsive
• remain honest, transparent
• recognise and reward engagement
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60. Getting Social
3. Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
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61. Getting Social
4. Monitor and measure the online ‘buzz’
• not just quantity – look at quality, eg:
– sentiment
– increased media coverage (eg: thought leadership)
– ‘crowd-sourced’ feedback on company/products
– customer loyalty, word of mouth recommendations
• but above all: business outcomes, eg:
– number of qualified sales leads
– software or white-paper downloads, event
registrations, etc
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62. Not Getting Social
'anti-social'? Know the risks...
• Are you monitoring what might be said
online about your business?
• Do you have people who are “web 2.0-
savvy” and know their ‘netiquette’?
• Can you respond quickly and
appropriately to potentially damaging
online publicity?
• Are your competitors engaging with your
stakeholders online?
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63. Six tips on getting social
1. start small
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64. Six tips on getting social
2. involve
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65. Six tips on getting social
3. understand the opportunities/risks
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66. Six tips on getting social
4. identify issue(s)
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67. Six tips on getting social
5. don't ignore it and hope it will go away
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68. Six tips on getting social
6. manage, monitor and moderate
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69. 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.wilkinson19
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