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?

pwcom.co.uk

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?

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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?

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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?

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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

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”

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

TWEB 2.0

pwcom.co.uk

(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

pwcom.co.uk

• Discussion forums

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

TWEB 2.0

pwcom.co.uk

• 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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pwcom.co.uk

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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pwcom.co.uk

• 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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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

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

pwcom.co.uk

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?

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

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: paul.wilkinson@pwcom.co.uk

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

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