Social Media In The Construction Industry V2
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These are the slides for a talk I gave to the London Constructing Excellence Club on 9 February 2010 (a slightly expanded version of the slides used for the #SMAEC event on 3 February.
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Social Media In The Construction Industry V2
- 1. Social media (Web 2.0) in the construction industry Paul Wilkinson (pwcom.co.uk)
- 3. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR YOU?
- 4. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
- 10. WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
- 11. WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME? (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting)
- 20. PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
- 21. PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME? www.tcn.uk.com www.reorb.com
- 38. … so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Changing habits !
- 45. … so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? A Web 2.0 revolution!
- 46. (Photos: Meir Sadan on Flickr ; kpwerker on Flickr PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … reading writing
- 47. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … companies communities
- 48. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … one-way two-way
- 49. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … lecture conversation
- 50. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
- 51. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … owning sharing
- 52. … so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Rethink Marketing!
- 53. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic
- 54. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s
- 55. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was Marketing 2.0 is becoming … marketing dept only any/all parts of company
- 56. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was Marketing 2.0 is becoming … short term long term
- 57. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was Marketing 2.0 is becoming … static mobile
- 58. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Traditional B2B marketing was Marketing 2.0 is becoming … within boundaries across boundaries
- 79. If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business. (Steve Martin, CEO, Clugston Construction) PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
- 80. Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk Blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19
Editor's Notes
- 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
- Google profile. Whether you like it or not you have an online footprint. Mine is clear. I have taken steps to create a consistent online identity. SME – personal brand (punch above your weight)
- These media are still important but we now have a growing range of additional , even alternative channels to communicate our messages and engage in conversations with customers and other influencers
- Early websites
- Collaboration with supply chain thru email, then other means Some estimate that social media will replace email in a few years. Analyst firm Gartner (Jan 2010) predicted: "By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.”
- 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
- Wrote about this in guest blog post on CE blog Suspect Paul Morrell’s first ever blog post
- Network of contacts
- 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.
- 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.
- Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
- Worked with HR department Identified a Facebook Queen (our youngest, 20-something team member) Managing the HOK Network channels is a team effort for the Corporate Communications group
- The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
- Corporate communications identified a Lord of the Flickr
- With video an increasingly popular download online, a HOK YouTube channel was an obvious step
- HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
- In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum Good example of: applying consistent branding across online channels Aligning corporate strategic objectives with online tactics Involving, educating and monitoring staff engagement with different channels How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
- 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.
- If you spoke to people as advertisers do, you’d quickly get a punch in the mouth
- Moving from tactical to strategic
- From promotional focus to 4Ps Product (or service), price, place and promotion Now 4Ps, plus People / Participation
- Customer service, niche experts, CEO, etc, etc
- Long tail.
- Content delivered in one form to one place – now content delivered in multiple forms anywhere, anytime (Martini)
- Used to think of some campaigns at regional level. Now marcoms have global reach (though some tools also allow hyper-local – very targeted – reach, too)
- 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
- March 2009 – as part of audit, looked at online Web 2.0 mentions of Crittall Windows
- 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)
- Campaign involved updates across numerous platforms, from existing website to profiles on social media sites Result: PR profile raised + increased website traffic
- 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
- Looking back, planning ahead
- start small – eg: Google Alerts to gather market intelligence, then - depending on strategy - maybe an internal wiki project, blog network, Facebook page
- invest wisely – Many proven tools are low/no cost to start. Learning and using them, however, requires time , as does finding the right people to use them
- If you have existing social media practitioners, seek to build on their experiences and skills
- manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)
- identify issue(s), then respond (not vice versa) – eg: blog for a reason, not just because you can
- – social media may change organisation dynamics; is your organisation ready to be more communicative?
- spread the risk – many Web 2.0 tools are still early-stage. Not all of them will survive
- monitor and moderate – ensure status updates, etc, are appropriate (ban spammers promptly) have policies in place governing employees online activities – protect you and sometimes protect them from themselves
- bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc Mobile tools Drive people out of organisation or deter them from joining in the first place – would you ban people having pub conversations about your organisation?
- you can’t ignore it – organisations need awareness/education whether they use social media or not – there is no Return on Ignoring If you ignore conversations among your customers, you lose information – and, remember, your competitors will be listening to your customers
- Under Cover Boss (Channel Four TV) star told Financial Times….