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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)
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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?
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AEC 2.0 Q & ATOURWEB 2.0 GETTING SOCIAL?CONTEX
TTODAY WHO, ME?
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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)
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TTODAY WHO, ME?
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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
time
num
ber
of to
ols
CONTEXT
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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!
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pwcom.co.uk
Why does Web 2.0 matter?
• 71% UK homesnow havebroadband internet access
• Will top 80% withinthree years
Source: Ofcom CommunicationsMarket Report 2010
CONTEXT
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pwcom.co.uk
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
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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pwcom.co.uk
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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pwcom.co.uk
Why does Web 2.0 matter?
• 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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pwcom.co.uk
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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pwcom.co.uk
Why does Web 2.0 matter?
• UK = third most active Twitter population
• c. 4.5m UK users (June 2010)
• 7% of Tweeters account for 79% of UK Twitter traffic
CONTEXT
AEC 2.0 Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?
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pwcom.co.uk
Why does Web 2.0 matter?
• 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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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
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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
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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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pwcom.co.uk
‘pre-web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• events
NB: still important
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TWEB 2.0
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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
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TWEB 2.0
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pwcom.co.uk
• 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”
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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)
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TWEB 2.0
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• Discussion forums
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TWEB 2.0
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• Wikis– open – Wikipedia– professional –
RIBApedia– internal knowledge
management• Fielden Clegg
Bradley
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• 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
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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)
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5353 members 1636 members
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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!
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• Changing events
Hybrid = online + face-2-face
• Real-time sharing/feedback
• Multiple locations
• We are all broadcasters now!
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• Changing events
– Virtual events
• virtual stands
• no travel
• interact online
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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
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pwcom.co.uk
Changing AEC services, new opportunitiesMore examples:
Q & ATODAY WHO, ME? TOURWEB 2.0 GETTING SOCIAL?CONTEX
TAEC 2.0
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tCn: the Construction Network• independent• business focused• content-sharing• engagement via
– association– company– profession/community– individual
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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
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TAEC 2.0
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Woobius Showcase• Application to create
iPhone/iPad apps for construction businesses
• “portfolio in your pocket”
• Innovation = differentiation
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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
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TAEC 2.0
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AEC 2.0: Embracing Web 2.0
• Audit
• Engage
• Influence
• Measure
• Not ‘getting’ social (anti-social?)
CONTEXT
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Audit
• perceptions
• opportunities
• audience
• competitors
• existing advocates
• resources
• corporate readiness
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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
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Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
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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
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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?
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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”
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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: [email protected]
Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19