getting social - social media in construction communications

pwcom.co.uk

Sage Construction Summit - Winnersh, 23 June 2011

Getting Socialor: using social media as part of your communication mix

Paul Wilkinson(pwcom.co.uk)

pwcom.co.uk

• Who am I?

• Why does Web 2.0 matter?

• What is Web 2.0– a quick tour

• AEC 2.0: applying Web 2.0 to construction

• Getting social– audit, engage, influence, measure

CONTEXT

AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?

pwcom.co.uk

AEC 2.0 Q & ATOURWEB 2.0 GETTING SOCIAL?CONTEX

TTODAY WHO, ME?

pwcom.co.uk

Who am I?• B2B PR professional since 1987

– in-house: Halcrow, Tarmac, BIW– consultancy clients, include:

4Projects, BIW, Codebook, Sypro,tCn, Woobius

• Author and technology consultant• And in B2B, a Wikipedian (2003),

blogger (2005) and tweeter (2008)

AEC 2.0 Q & ATOURWEB 2.0 GETTING SOCIAL?CONTEX

TTODAY WHO, ME?

pwcom.co.uk

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

CONTEXT

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Why does Web 2.0 matter?

interactive

mass media

CONTEXT

Direct… real-time!

pwcom.co.uk

• 71% UK homesnow havebroadband internet access

• Will top 80% withinthree years

Source: Ofcom CommunicationsMarket Report 2010

CONTEXT

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Why does Web 2.0 matter?• biggest driver of UK mobile internet

adoption is social media • 70% of daily mobile internet users use

social media• 26% of UK people

have smartphones

Source: Ofcom Communications Market Report 2010

CONTEXT

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Why does Worldwide Web 2.0 matter?

• Sales of smartphones (100m) passed sales of laptops (94m) in Q4 2010

• Smartphones represented 24%of total mobile phone sales inQ1 2011, up from 15% in 2010(but almost half in Europe)

CONTEXT

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• 29.8m UK people profiled on Facebook

• 58% of 51.4m UKpeople online areon Facebook

UK users Oct 2010 – Mar 2011

CONTEXT

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Why does Web 2.0 matter?• In December 2010, LinkedIn

passed five million UK members• 1m members added in six months• One third of UK professionals profiled• 25% of FTSE100 companies hire via

LinkedIn• 5% of LinkedIn users account for 49% of

UK LinkedIn activity

CONTEXT

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• UK = third most active Twitter population

• c. 4.5m UK users (June 2010)

• 7% of Tweeters account for 79% of UK Twitter traffic

CONTEXT

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• In February 2010, 5.5 billion online videos watched in UK

• 17.4m unique UK visitors to YouTube (June 2010; up 17% on 2009)

• Facebook now 4th mostimportant for video (up 205%)

CONTEXT

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Why does Web 2.0 matter?• Decline of traditional print circulation, eg:

– Building 2010 : 21,271(down 15% from 25,017 in 2006)

– Construction News 2010 : 13,850(down 42% from 23,728 in 2006)

– Contract Journal – closed 2009

• Shift from print to online– Paywalled websites, e-newsletters

webinars, digital editions, etc

CONTEXT

pwcom.co.uk

Why does Web 2.0 matter?• Rise of new online media, eg:

– The Construction Index –c. 1.7m page impressions/month

(03/11)

– Construction Enquirer – c. 300k/month

• Old and new media adopting Web 2.0– Blogs, Twitter, video, RSS, etc

CONTEXT

pwcom.co.uk

Why does Web 2.0 matter?• increasing thirst for richer, more real-time

information– any information, anywhere, anytime, and on

any device– support for ‘lean’, low-carbon, collaborative

working• BIM ‘push’ likely to accelerate trend)

– link information to asset by geo-location

CONTEXT

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What’s Web 2.0?

A Web 2.0 revolution!

CONTEXT

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‘pre-web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• events

NB: still important

AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX

TWEB 2.0

pwcom.co.uk

• Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• … and pre-Google

TWEB 2.0

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• Web 2.0 or social media – What is it?

(Sources:Wikipedia; Kaizo; Euan Semple)

“People having conversations online”

• the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.

• “globally distributed, near instant, person to person conversations”

TWEB 2.0

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TWEB 2.0

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TWEB 2.0

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(Source: Role of Social Media in Commercial Property

RICS 2009 – Remit Consulting)

TWEB 2.0

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• Discussion forums

TWEB 2.0

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• Wikis– open – Wikipedia– professional –

RIBApedia– internal knowledge

management• Fielden Clegg

Bradley

AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX

pwcom.co.uk

• Blogs• Individual• Corporate• Media

• Podcasts

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• Twitter• Personal• Corporate• Media

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• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

– Feed-readers• local or web-based: Google Reader, etc

pwcom.co.uk

• Social networking– from personal

(eg: Facebook) …

– to professional(less Facebook, more LinkedIn) …

– to AEC focused (some in Facebook, LinkedIn,or built on Ning, Elgg, socialGo)

pwcom.co.uk

5353 members 1636 members

pwcom.co.uk

www.tcn.uk.com

www.reorb.com

2855 members

4041 sign-ups

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• Tagging/sharing

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• Sharing:– Presentations– Travel– Reviews– Photos– Video– etc

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• Location:– Real world– Augmented reality– Virtual world

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• Changing PR– Digital news release issued as a webpage, linked

via RSS or a URL• URL disseminated by email, Twitter, SMS, IM

• easily monitored – eg: unique visitors, time on page, downloads

• bespoke pages for different journalists –with different URLs for distribution

• Associated multimedia

– Opinion piece written in blog• RSS, tweeted, shared, etc

• We are all publishers now!

pwcom.co.uk

• Changing events

Hybrid = online + face-2-face

• Real-time sharing/feedback

• Multiple locations

• We are all broadcasters now!

pwcom.co.uk

• Changing events

– Virtual events

• virtual stands

• no travel

• interact online

pwcom.co.uk

New construction communications….

A Web 2.0 revolution!

Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX

TAEC 2.0

pwcom.co.uk

Changing AEC services, new opportunitiesExamples:

CONTEXT

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Changing AEC services, new opportunitiesMore examples:

TAEC 2.0

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tCn: the Construction Network• independent• business focused• content-sharing• engagement via

– association– company– profession/community– individual

TAEC 2.0

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tCn – supporting AEC 2.0• AEC industry focus = differentiation• built Web 2.0 ‘ecoystem’ around tCn• identified influencers

– trade bodies– PR/marcoms agencies– More recently, publications

• 3000 registered membersin 14 months

TAEC 2.0

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Woobius Showcase• Application to create

iPhone/iPad apps for construction businesses

• “portfolio in your pocket”

• Innovation = differentiation

TAEC 2.0

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Senubo (in Beta)

• Social business for construction

• PC and smartphone• On-site data

download and data capture

• Real-time reporting and status updates

TAEC 2.0

pwcom.co.uk

AEC 2.0: Embracing Web 2.0

• Audit

• Engage

• Influence

• Measure

• Not ‘getting’ social (anti-social?)

CONTEXT

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• perceptions

• opportunities

• audience

• competitors

• existing advocates

• resources

• corporate readiness

AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX

TGETTING SOCIAL?

pwcom.co.uk

Engage

• update and communicate policy

• integrate offline PR/marketing

• adapt strategy

• employ ‘netiquette’

• be responsive

• remain honest, transparent

• recognise and reward engagement

TGETTING SOCIAL?

pwcom.co.uk

Influence

• Participate

• identify influencers and opinion-formers

• establish and nurture relationships

• stay relevant

• feedback

• monitor, adjust …

TGETTING SOCIAL?

pwcom.co.uk

Monitor and measure the online ‘buzz’• not just quantity – look at quality, eg:

– sentiment– increased media coverage (eg: thought leadership)– ‘crowd-sourced’ feedback on company/products– customer loyalty, word of mouth recommendations

• but above all: business outcomes, eg:– number of qualified sales leads– software or white-paper downloads, event

registrations, etc

TGETTING SOCIAL?

pwcom.co.uk

Not getting social? Know the risks• Are you monitoring what might be said

online about your business?• Do you have people who are “web 2.0-

savvy” and know their ‘netiquette’?• Can you respond quickly and appropriately

in the event of potentially damaging online publicity?

• Are your competitors engaging with stakeholders online?

TGETTING SOCIAL?

pwcom.co.uk

Summary/final points• like it or not, Web 2.0 matters• multiple channels need more long-term, strategic

approach• need to integrate online and offline• authenticity is vital• in B2B, it’s about:

“People having useful conversations online”

pwcom.co.uk

Sage Construction Summit - Winnersh, 23 June 2011

Q&AThank you

Contact: Paul WilkinsonWebsite: www.pwcom.co.uk

PR blog: www.blog.pwcom.co.ukTech blog: www.extranetevolution.comEmail: paul.wilkinson@pwcom.co.uk

Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul

http://www.google.com/profiles/paul.wilkinson19

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