social media in the construction industry
DESCRIPTION
Presentation prepared for social media training day organised by Emap Events. I was unable to deliver it in person (due to an accident three days beforehand), so the presentation was prepared and a voice-over applied for recorded delivery on the day - a Slidecast.TRANSCRIPT
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pwcom.co.uk
London, February 2010
Social media (Web 2.0) in the construction industry
Paul Wilkinson(pwcom.co.uk)
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pwcom.co.uk
• Who am I?• Pre-web and Web 1.0• Web 2.0
– What is Web 2.0 – a lightning tour
– Web 2.0 – putting it all together
– What’s changing? Why does Web 2.0 matter?
• AEC 2.0: applying Web 2.0 to construction– audit, engage, influence, measure
• Ten lessons learned
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTODAY WHO, ME? CONTEXTTOUR
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PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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pwcom.co.uk
Who am I?• worked in construction industry since 1987
– in-house: Halcrow, Tarmac/Carillion, BIW– Current/recent clients: Crittall, BIW, Incite,
Earthshine, Woobius, Constructing Excellence, Slider Studio
• author of book on construction collaboration technologies
• Wikipedian (2003), blogger (2005), Tweeter (2008)
• co-founder of Be2camp (2008)
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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pwcom.co.uk
‘Before web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• eventsStill important, but …
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• no Google
WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDA WHO, ME?
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pwcom.co.uk
Web 1.5 - late 1990s …• shared drives• intranets• extranets
But still mainly information-centric – not conversation oriented
WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDA WHO, ME?
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pwcom.co.uk
Web 2.0 - Definitions:• the use of web technologies and web design to
enhance creativity, information sharing and collaboration among users.
• “People having conversations online”
aka ‘Enterprise 2.0’, ‘Social business’
(Sources: Wikipedia; Kaizo)
WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDA WHO, ME?
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WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDA WHO, ME?
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• Discussion forums
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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pwcom.co.uk
• Wikis– open – Wikipedia– organisation – RIBApedia– Internal
• Fielden Clegg Bradley
– Publications• BSD project wiki
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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• Podcasts
• Blogs• Personal• Corporate• Media tool
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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• Twitter• Personal• Corporate• media
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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• RSS– RSS publishing, from:
• Bloggers• Media• Corporate• Search
– Feed-readers• local or web-based: Google Reader, etc
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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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)
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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• Collaboration spaces– generic: Huddle, Basecamp, etc
– AEC focused:• eg: Asite, BIW, 4Projects, etc• some with “added Web 2.0”
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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• Tagging/sharing, eg
– Delicious– Digg– Stumbleupon, etc
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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• Sharing:– Presentations– Travel tips – Reviews– Photos– Video– etc
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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• Location:– Real world– Augmented reality– Virtual world
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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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
– Easily bookmarked– Associated multimedia
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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pwcom.co.uk
• Changing event management
• Be2camp
• Online and face-to-face
• ‘unconferences’
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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pwcom.co.uk
Architect HOK• Life at HOK Blog
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• HOK careers
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• Facebook• LinkedIn
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• Facebook• LinkedIn• Flickr
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare• Twitter• etc
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
www.tcn.uk.com
www.reorb.com
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New AEC services, new opportunitiesExamples:
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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New AEC services, new opportunitiesMore examples:
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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… so what’s changed?
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Why does Web 2.0 matter?
• 70% UK homesnow haveinternet access
• 63% havebroadband
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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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
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Why does Web 2.0 matter?
• 22 million UK peopleuse Facebook
• 50% of activeusers loginto FBevery day
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Why does Web 2.0 matter?
• In February 2009, one in every 35 UKinternet visits was to a specialist video website, up from one in every 50 in February 2008.
• YouTube had 62.9%of those visits.
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Why does Web 2.0 matter?
• the UK has the third most active Twitter population globally
• in August 2009, there were over 2.4million UK Twitter users
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Why does Web 2.0 matter?
• On 25 November 2009, LinkedIn gained its 3 millionth UK member
• This was just twoyears after it reachedone million
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Web 1.0 was about … Web 2.0 is about …
reading writing
(Photos: Meir Sadan on Flickr; kpwerker on Flickr
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 was about … Web 2.0 is about …
companies communities
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 was about … Web 2.0 is about …
one-way two-way
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 was about … Web 2.0 is about …
lecture conversation
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 was about … Web 2.0 is about …
advertising word-of-mouth
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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Web 1.0 was about … Web 2.0 is about …
owning sharing
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?
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pwcom.co.uk
B2B marketing/PR 2.0 is increasingly …
many-to-many
(+ customer-2-customer)
dialogue
user-generated content
user self-publishing
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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Trad’l B2B marketing
was often …
B2B marketing 2.0
is becoming …
tactical
promotion
marketing dept only
short term
static
within boundaries
more strategic
4 (or 5) Ps
whole company
long term
mobile
across boundaries
PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?
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PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA TOUR CONTEXTWHO, ME?
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AEC 2.0: Embracing Web 2.0• Audit• Engage• Influence• Measure
• Some lessons learned
PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA TOUR CONTEXTWHO, ME?
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Audit
• perceptions of company/brand/product
• opportunities
• audience
• existing advocates
• resources
• competitors
• corporate readiness
PRE-WEB WEB 2.0 LESSONSTOUR CONTEXT AEC 2.0AGENDA WHO, ME?
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Audit - Crittall Windows• 5 blog articles (Bloglines)• 15 YouTube videos• 173 photos on Flickr• 7 Wikipedia mentions• ex-employee Facebook group• 2 discussion board posts
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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audit – ‘Crittal’ Windows (ie: misspellings)• 16 blog articles (Google blogs search)• 18 more tagged photos on Flickr• 1 mention on Twitter• 16 discussion posts
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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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
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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Crittall • started blogger engagement …• … then started blog• RSS feed on website• @JohnKatCrittall on Twitter• LinkedIn company profile• Wikipedia edits• Crittall Facebook page
• … and campaign gainedmedia coverage (eg:Construction Manager, July 2009)
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
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Measure– traffic to/from blogs, websites, etc
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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Measure• monitor social media ‘buzz’ (contd)
– numbers: Twitter followers, YouTube views, blog comments, etc– but not just quantity – look at quality (eg: sentiment)
• ‘crowd-sourced’ feedback on company/products• customer loyalty, word of mouth recommendations• number of sales leads• improved recruitment• increased media coverage (eg: thought leadership)
• brand equity
PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?
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Ten lessons learned
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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1.start small
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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2. invest wisely
The tools may be free,but finding the right people to use
them properly takes time, and time = money.
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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3. involve
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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4. manage expectations
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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5. identify issue(s), then respond
PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?
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6. identify the opportunities/risks
PRE-WEB WEB 2.0 AEC 2.0CONTEXTTOUR LESSONSAGENDA WHO, ME?
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7. spread the risk
PRE-WEB WEB 2.0 AEC 2.0CONTEXTTOUR LESSONSAGENDA WHO, ME?
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8. manage, monitor and moderate
PRE-WEB WEB 2.0 AEC 2.0CONTEXTTOUR LESSONSAGENDA WHO, ME?
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9. total bans don’t work
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10. you can’t ignore social media
PRE-WEB WEB 2.0 AEC 2.0CONTEXTTOUR LESSONSAGENDA WHO, ME?
It’s about Return on Influence
And there is no Return
on Ignoring
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If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business.(Steve Martin, CEO, Clugston Construction)
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London, February 2010
Thank you
Contact: Paul WilkinsonBlog: www.pwcom.wordpress.com
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul