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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  • Quick overview of this presentation.
  • 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
  • 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.
  • Early websites
  • 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
  • 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.
  • Now combining wider range of tools and techniques with event management
  • Used all social media to help build awareness, including LinkedIn, Twitter, YouTube, etc Good use of video Good use of existing offline organisations – conventional bodies looking for ‘safe’ networking (and no recruiters) Created a rival community to existing ones run by a major publisher, so media relations had to focus on rivals and online media Got marketing and PR people to test out functionality and recommend changes that would suit their clients, etc
  • Perceptions – positive/negative/ neutral; reach, influence, volume, trends Opportunities - – potential themes, targets, messages, categories, focus, niche expertise audience – are targets web 2.0-savvy, receptive? existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones. resources – people, training, tools, time competitors – what are they doing? Lessons? corporate readiness – policies/procedures, IDs/domains/etc
  • keep internal procedures up-to-date integrate offline PR/marketing – be consistent adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing, not just PR employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual be responsive – timely engagement is vital remain transparent – honesty and integrity at all times recognise and reward involvement What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)
  • Participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion stay relevant – content is king, no ‘hard sell’, persevere feedback – report back external perceptions, testimonials, etc monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
  • 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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