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
Marketing Management Business Plan_My Sweet Creations
What's next in digital communications for construction marketing
1. pwcom.co.uk
CIMCIG – May 2012
What's next?
New digital communications in
construction marketing
Paul Wilkinson
(pwcom.co.uk)
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
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 – etc
4 time
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. 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. 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
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. 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
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 information
14
16. Pinterest for building products?
Clippings.com
• A “Pinterest for AEC”
• Crowd-sourcing
design ideas
• Marketing platform
• expect Pinterest-
style mobile apps
soon
16
17. Catalogue or portfolio in your pocket?
Woobius
Showcase
• Application to create
iPhone/iPad apps
for construction
businesses
• “portfolio in your
pocket”
• Innovation =
differentiation
17
18. Interactive architectural mobile guide?
OpenBuildings.com
• Crowd-sourced wiki
about buildings
• Facility for local
consultation
• Marketing platform
• iPhone, Android
apps
18
21. BIM visualisation via AR and QR codes?
SNOW Architects
• Daqri.com mobile
web app builder
• iPhone, iPad,
Android apps to
view Microstation
BIMs
21
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. 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 updates
23
24. Collaboration updates via Twitter DM?
Why not?
If not via Twitter...
… maybe via internal networks, eg:
24
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. 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. 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. 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. Contextualisation
author Paul Wilkinson
ISBN
Book 0-415-34859-0
title
Construction
Publisher Date Collaboration
Technologies
Taylor & Francis 1 September 2005
Location
Abingdon
29
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 Abingdon
30
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
DBpedia
31
32. Linked data
RDF data that links to other RDF data on the
web is Linked data (Linked Open Data)
32
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. 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 increasingly
34 important.
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/
Joe Tucci at EMC World 2010 quoted a recent IDC / Dataquest study, which points out the coming world wide data explosion
Where a Zettabyte is 1024 Exabytes, an Exabyte is 1024 Petabytes and a Petabyte is 1024 Terabytes. A Zettabyte is therefore approximately 10 ^ 21 bytes. That's a data explosion of 44x in approximately 10 years.
What Joe does not point out is the shift from unstructured data to structured data. Presently, 90% of worldwide data is unstructured. However, almost all of the sources of new data which are causing the explosion are structured. (These include social networking, blogging, Twitter, and all of the Web 2.0 content, plus sources like e-readers, PDAs, smart phones, medical / dental digital imaging, online security, smart energy metering and the like.) The result is this graphic showing the relationship between structured and unstructured data going into the future:
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.
Linking Open Data community project is to extend the Web with a data commons by publishing various open datasets as RDF on the Web and by setting RDF links between data items from different data sources. … By September 2011 this had grown to 31 billion RDF triples, interlinked by around 504 million RDF links.