Getting Social: adding Web 2.0 to your construction communications mix
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Transcript of Getting Social: adding Web 2.0 to your construction communications mix
pwcom.co.uk
RIBA Insight Consultancy Day – October 2011
Getting Socialor: using social media as part of your communication mix
Paul Wilkinson(pwcom.co.uk)
pwcom.co.uk
AEC 2.0 Q & ATOURWEB 2.0 GETTING SOCIAL?CONTEX
TTODAY WHO, ME?
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
Who am I?• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW– consultancy clients, include:
4Projects, BIW, CodeBook, Sypro,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 – 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
num
ber
of to
ols
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
More
interactive
mass media
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
Direct… real-time!
pwcom.co.uk
Why does Web 2.0 matter?
• 74% UK homesnow havebroadband internet access
• Will top 80% withinthree years
Source: Ofcom CommunicationsMarket Report 2011
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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Why does Web 2.0 matter?• biggest driver of UK mobile internet
adoption is social media• social networking services (57%), ahead
of email (53%), search (42%)• 27% of UK people
have smartphones
Source: Ofcom Communications Market Report 2011
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Worldwide Web 2.0 matter?
• Sales of smartphones (100m) passed sales of laptops (94m) in Q4 2010
• Smartphones = 24% of totalmobile phone sales in Q12011 (nearly half in Europe)
• Forecast 420m sales 2011(28% of global mobile market)
Source: Techcrunch
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Worldwide Web 2.0 matter?
• 63m tablet sales in 2011
• 2015: 326m
• IOS 46%,Android 36%by 2015Source: Gartner (Guardian, 22 September 2011)
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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Why does Web 2.0 matter?
• 29.8m UK Facebookprofiles
• 58% of 51.4m UKpeople online
• Facebook: 52%of all UK socialnetwork visits
• Facebook = internet 2004Pingdom (800 million users)
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
• UK: 24m visits to video-sharing sites in April 2011
• 19m unique UK visitors to YouTube (April 2011; up 12% on 2010)
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
• 175m+ registered accounts (100m active)
• (c. 7m UK users)
• UK = third most active Twitter population
• 3.4% of UK social network traffic
• 24% UK smartphone users access Twitter
• 7% account for 79%of UK Twitter traffic
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?• In December 2010, LinkedIn
passed five million UK members• One third of UK professionals profiled• 25% of FTSE100 hire via LinkedIn• 6.1m UK visits per month• 5% of LinkedIn users account for 49% of
UK LinkedIn activity
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
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
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?• Rise of new online media, eg:
– The Construction Index –c. 317,000 visitors/mth2.1m page imps/mth8,000 newsletter subscribers (email October 2011)
– Construction Enquirer –c. 74,000 unique visitors/mth400,000 page impressions/mth9,000 newsletter subscribers (August 2011)
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
• Old and new media adopting Web 2.0– Blogs, Twitter, video, RSS, etc
• “Paid Media” - advertising, sponsorship
• “Owned media” - website, blog, Twitter
• “Earned Media” - 'WOM', 'buzz', viral'
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
What’s Web 2.0?
A Web 2.0 revolution!
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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‘pre-web’print advertising• brochures, magazines• PR, media relations• direct marketing• market research• sponsorship• 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
AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
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”
AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
TWEB 2.0
pwcom.co.uk
AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
TWEB 2.0
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AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
TWEB 2.0
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(Source: Role of Social Media in Commercial Property
RICS 2009 – Remit Consulting)
AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
TWEB 2.0
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• Discussion forums
AEC 2.0 Q & ATODAY WHO, ME? TOUR GETTING SOCIAL?CONTEX
TWEB 2.0
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• Wikis– open – Wikipedia
(visited by c.15m UK internet users in April 2011)
– professional – RIBApedia
– internal knowledge management
• Fielden Clegg Bradley
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Blogs• Individual• Corporate• Media
• Podcasts
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• RSS– RSS publishing, from:
• Bloggers• Media• Corporate• Search
– Feed-readers• local or web-based: Google Reader, etc
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• 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)
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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pwcom.co.uk
5484 members 1654 members
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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c.3000 members
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Twitter• Personal• Corporate• Media
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
T
MentionMap
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• Tagging/sharing
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Sharing:– Presentations– Travel– Reviews– Photos– Video– etc
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Location:– Real world– Augmented reality– Virtual world
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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Changing PR
• Online media– Digital news release – Opinion piece written in blog
• RSS, tweeted, shared, etc
• e-newsletters
• We are all publishers now!
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Changing events
Hybrid = online + face-2-face
• Real-time sharing/feedback
• Multiple locations
• We are all broadcasters now!
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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• Changing events
– Virtual events
• virtual stands
• no travel
• interact online
AEC 2.0 Q & ATODAY WHO, ME? WEB 2.0 GETTING SOCIAL?TOURCONTEX
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New construction communications….
A Web 2.0 revolution!
Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX
TAEC 2.0
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Changing AEC services, new opportunitiesExamples:
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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Woobius Showcase• Application to create
iPhone/iPad apps for construction businesses
• “portfolio in your pocket”
• Innovation = differentiation
Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX
TAEC 2.0
pwcom.co.uk
Senubo (in Beta)
• Social business for construction
• PC and smartphone• On-site data
download and data capture
• Real-time reporting and status updates
Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX
TAEC 2.0
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StickyWorld• Collaborative spaces• 360-deg photo tours• Share video, PPTs,
drawings, models, etc• Enable dialogue (eg:
supplier/specifier, designer/client)
Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX
TAEC 2.0
pwcom.co.uk
AEC 2.0: Embracing Web 2.0
• Audit
• Engage
• Influence
• Measure
• Not ‘getting’ social (anti-social?)
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
pwcom.co.uk
Audit
• perceptions
• opportunities
• audience
• competitors
• existing advocates
• resources
• corporate readiness
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX
TGETTING SOCIAL?
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Engage
• update and communicate policy
• integrate offline PR/marketing
• adapt strategy
• employ ‘netiquette’
• be responsive
• remain honest, transparent
• recognise and reward engagement
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX
TGETTING SOCIAL?
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Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX
TGETTING SOCIAL?
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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
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX
TGETTING SOCIAL?
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'anti-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?
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0CONTEX
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
RIBA Insight Consultancy Day – October 2011
Thank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
PR blog: www.blog.pwcom.co.ukTech blog: www.extranetevolution.comEmail: [email protected]
Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19