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Getting social - social media in construction communications

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presentation to Sage Construction Summit on 23 June 2011, at Sage (UK) HQ, Winnersh Triangle, Berkshire.

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Getting social - social media in construction communications

  1. 1. Getting Social or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)
  2. 2. <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?
  3. 3. AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
  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, tCn, 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 – RFID - tagging – 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>71% 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 2010 </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>70% of daily mobile internet users use social media </li></ul><ul><li>26% of UK people have smartphones </li></ul><ul><li>Source: Ofcom Communications Market Report 2010 </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 represented 24% of total mobile phone sales in Q1 2011, up from 15% in 2010 (but almost half in Europe) </li></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  10. 10. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>29.8m UK people profiled on Facebook </li></ul><ul><li>58% of 51.4m UK people online are on Facebook </li></ul>UK users Oct 2010 – Mar 2011 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>In December 2010, LinkedIn passed five million UK members </li></ul><ul><li>1m members added in six months </li></ul><ul><li>One third of UK professionals profiled </li></ul><ul><li>25% of FTSE100 companies hire via LinkedIn </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?
  12. 12. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>c. 4.5m UK users (June 2010) </li></ul><ul><li>7% of Tweeters account for 79% of UK Twitter traffic </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>In February 2010, 5.5 billion online videos watched in UK </li></ul><ul><li>17.4m unique UK visitors to YouTube (June 2010; up 17% on 2009) </li></ul><ul><li>Facebook now 4 th most important for video (up 205%) </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>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?
  15. 15. <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. 1.7m page impressions/month (03/11) </li></ul></ul><ul><ul><li>Construction Enquirer – c. 300k/month </li></ul></ul><ul><li>Old and new media adopting Web 2.0 </li></ul><ul><ul><li>Blogs, Twitter, video, RSS, 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>increasing thirst for richer, more real-time information </li></ul><ul><ul><li>any information, anywhere, anytime, and on any device </li></ul></ul><ul><ul><li>support for ‘lean’, low-carbon, collaborative working </li></ul></ul><ul><ul><ul><li>BIM ‘push’ likely to accelerate trend) </li></ul></ul></ul><ul><ul><li>link information to asset by geo-location </li></ul></ul>CONTEXT AEC 2.0 Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL?
  17. 17. 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?
  18. 18. <ul><li>‘ pre-web’ </li></ul><ul><li>Print and face-to-face: </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>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
  19. 19. <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
  20. 20. <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
  21. 21. 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. (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
  24. 24. <ul><li>Discussion forums </li></ul>AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
  25. 25. <ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia </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
  26. 26. <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
  27. 27. <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
  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. 5353 members 1636 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  31. 31. www.tcn.uk.com www.reorb.com 2855 members 4041 sign-ups AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  32. 32. <ul><li>Tagging/sharing </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  33. 33. <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
  34. 34. <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
  35. 35. <ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><ul><li>URL disseminated by email, Twitter, SMS, IM </li></ul></ul></ul><ul><ul><ul><li>easily monitored – eg: unique visitors, time on page, downloads </li></ul></ul></ul><ul><ul><ul><li>bespoke pages for different journalists – with different URLs for distribution </li></ul></ul></ul><ul><ul><ul><li>Associated multimedia </li></ul></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>We are all publishers now! </li></ul>AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
  36. 36. <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
  37. 37. <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
  38. 38. New construction communications…. A Web 2.0 revolution! Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  39. 39. <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?
  40. 40. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  41. 41. <ul><li>tCn: the Construction Network </li></ul><ul><li>independent </li></ul><ul><li>business focused </li></ul><ul><li>content-sharing </li></ul><ul><li>engagement via </li></ul><ul><ul><li>association </li></ul></ul><ul><ul><li>company </li></ul></ul><ul><ul><li>profession/community </li></ul></ul><ul><ul><li>individual </li></ul></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  42. 42. <ul><li>tCn – supporting AEC 2.0 </li></ul><ul><li>AEC industry focus = differentiation </li></ul><ul><li>built Web 2.0 ‘ecoystem’ around tCn </li></ul><ul><li>identified influencers </li></ul><ul><ul><li>trade bodies </li></ul></ul><ul><ul><li>PR/marcoms agencies </li></ul></ul><ul><ul><li>More recently, publications </li></ul></ul><ul><li>3000 registered members in 14 months </li></ul>Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
  43. 43. <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
  44. 44. <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
  45. 45. <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?
  46. 46. <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?
  47. 47. <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?
  48. 48. <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?
  49. 49. <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?
  50. 50. <ul><li>Not getting 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?
  51. 51. <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”
  52. 52. Q&A 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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