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What's next in digital communications for construction marketing

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What's next in digital communications for construction marketing - a presentation by Paul Wilkinson given to a half-day CIMCIG conference at the Building Centre, London on 16 May 2012

Published in: Business, Technology

What's next in digital communications for construction marketing

  1. 1. pwcom.co.ukCIMCIG – May 2012 Whats next? New digital communications in construction marketing Paul Wilkinson (pwcom.co.uk)
  2. 2. • Who am I? • New tools in the communications toolbox • The coming data explosion • Web 2.0 impact on construction processes and construction marketing • The future: Web 3.0 (the semantic web and linked data)2
  3. 3. 3
  4. 4. 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 – etc4 time
  5. 5. The coming data explosion Total worldwide data 2009 0.8 Zettabytes (10 ^21 bytes) 2020 ? 0.8,000,000,000,000,000,000,000 bytes Source: Jeff Browning -5 OracleStorageGuy blog
  6. 6. The coming data explosion Total worldwide data 2009 0.8 Zettabytes (10 ^21 bytes) 2020 35 Zettabytes – a 44-fold increase Source: Jeff Browning -6 OracleStorageGuy blog
  7. 7. The coming data explosion Currently, 90% of worldwide data is unstructured. Web 2.0 content, imaging, energy data, model data, etc, etc is structured data. Source: Jeff Browning -7 OracleStorageGuy blog
  8. 8. New construction communications…. A We re v b olu 2.0 tio n!8
  9. 9. Changing PR • Online media – Digital news release – Opinion piece written in blog – Photos, video, slides incorporated • RSS, tweeted, shared (LI, FB), etc • e-newsletters • We are all publishers now!9
  10. 10. Changing meetings/events • Hybrid = online & face-2-face – Real-time sharing/feedback – Multiple locations – Presence no longer required – #hashtags • We are all broadcasters now!10
  11. 11. Changing AEC IT = new opportunities?11
  12. 12. Project manager diary as a blog? Multi-media: - photos - video - timeline12
  13. 13. Socially searchable progress photos? Flickr.com • Cloud-based photo-sharing • Searchable • Description • Tagging • Geo-location13
  14. 14. Project progress as a community service? Bristol Water • Bentley Exor Street Works Manager • Streetworks map and register updated in real-time • Mash-up with traffic data • Public information14
  15. 15. Supply chain management by location?15
  16. 16. Pinterest for building products? Clippings.com • A “Pinterest for AEC” • Crowd-sourcing design ideas • Marketing platform • expect Pinterest- style mobile apps soon16
  17. 17. Catalogue or portfolio in your pocket? Woobius Showcase • Application to create iPhone/iPad apps for construction businesses • “portfolio in your pocket” • Innovation = differentiation17
  18. 18. Interactive architectural mobile guide? OpenBuildings.com • Crowd-sourced wiki about buildings • Facility for local consultation • Marketing platform • iPhone, Android apps18
  19. 19. Mobile location-specific visualisation? Location + augmented reality + data19
  20. 20. Location-specific photos, docs, wiki?20
  21. 21. BIM visualisation via AR and QR codes? SNOW Architects • Daqri.com mobile web app builder • iPhone, iPad, Android apps to view Microstation BIMs21
  22. 22. See what I mean? In real-time? Woobius Eye (in Beta) • Share camera view remotely • Mark-up and discuss in real-time • Conference call • Literally “see what I mean?”22
  23. 23. Private project networks? Senubo (in Beta) • Social business for construction • PC and smartphone • On-site data download and data capture • Real-time reporting and status updates23
  24. 24. Collaboration updates via Twitter DM? Why not? If not via Twitter... … maybe via internal networks, eg:24
  25. 25. From Web 2.0 to Web 3.0 Web 1.0 = sites, pages, links (static, proprietary, non-interactive) Web 2.0 = people, participation (dynamic, interactive, connecting) Web 3.0 = machines (semantic, linked data, context)25
  26. 26. Semantic web  "a web of data that can be processed directly and indirectly by machines” (Tim Berners-Lee)  “… provides a common framework that allows data to be shared and reused across application, enterprise, and community boundaries”26
  27. 27. Contextualisation We have lots of data... … but in lots of different formats and models … and many data sources are not linked So: need a common data model RDF (Resource Description Framework)27
  28. 28. Contextualisation RDF (Resource Description Framework) Triple data model Subject Predicate Object <Paul> <was born in> <London> <London> <is part of> <UK> <Paul> <has hobby> <cycling>28
  29. 29. Contextualisation author Paul Wilkinson ISBN Book 0-415-34859-0 title Construction Publisher Date Collaboration Technologies Taylor & Francis 1 September 2005 Location Abingdon29
  30. 30. Extranet Contextualisation Blogs Evolution Shares author photos Flickr acct Paul Wilkinson ISBN Book 0-415-34859-0 title Construction Date Collaboration Publisher Technologies Reference Taylor & 1 September Wikipedia Francis 2005 article Location Abingdon30
  31. 31. FOAF Extranet Contextualisation Blogs Evolution Shares author photos Flickr acct Paul Wilkinson ISBN Book 0-415-34859-0 ISBN title Construction Date Collaboration Publisher Technologies Reference Flickr Taylor & 1 September Wikipedia Francis 2005 article Location Abingdon DBpedia31
  32. 32. Linked data RDF data that links to other RDF data on the web is Linked data (Linked Open Data)32
  33. 33. Linked data “... if the past was document sharing, the future is data sharing” (Tim Berners-Lee) 1. A URL should point to the data. 2. Anyone accessing URL should get data back. 3. Relationships in the data should point to additional URLs with data.33
  34. 34. What does this mean in construction? 1. Linked data connects and provides context to social interactions and to data about physical world we live in. 2. Building Information Modelling (BIM) will increasingly apply Linked Data principles throughout the BIM lifecycle. Finding and linking relevant, related information will become increasingly34 important.
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  38. 38. OPEN BIM  launched March 2012  collaborative design, realisation and operation of buildings based on open standards and workflows  founding partners  buildingSMART International (bSI)  vendors (eg: Tekla, Nemetschek, Graphisoft);  backed in UK by Constructing Excellence  using the open buildingSMART Data Model, IFCs  Poor interoperability cost US AEC industry $15.8bn per annum (NIST, 2004) – mainly borne by owners!38 www.graphisoft.com/openbim/
  39. 39. BIM libraries (some offering IFC objects)39
  40. 40. Real-time building services (or other) data? “Internet of Things” Real-time feedback on building performance40
  41. 41. 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.wilkinson1941

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