Getting Social: adding Web 2.0 to your construction communications mix
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The document discusses how construction companies can use social media as part of their communication strategies. It provides an overview of various social media platforms like blogs, wikis, social networking sites, and how they can be used to engage with audiences, influence perceptions and measure outcomes. It emphasizes the importance of having an integrated online and offline approach and being authentic when using social media in business-to-business contexts.
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Getting Social: adding Web 2.0 to your construction communications mix
- 1. Getting Social or: using social media as part of your communication mix Paul Wilkinson (pwcom.co.uk)
- 2. AEC 2.0 Q & A TOUR WEB 2.0 GETTING SOCIAL? CONTEXT TODAY WHO, ME?
- 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 – Apps - RFID - tags – 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. 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!
- 18. 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?
- 22. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
- 23. AEC 2.0 Q & A TODAY WHO, ME? TOUR GETTING SOCIAL? CONTEXT WEB 2.0
- 24. (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
- 30. 5484 members 1654 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
- 31. c.3000 members AEC 2.0 Q & A TODAY WHO, ME? WEB 2.0 GETTING SOCIAL? TOUR CONTEXT
- 39. New construction communications…. A Web 2.0 revolution! Q & A TODAY WHO, ME? TOUR WEB 2.0 GETTING SOCIAL? CONTEXT AEC 2.0
- 51. 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
Editor's Notes
- 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
- Quick overview of this presentation.
- 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
- 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