Construction: Getting social

pwcom.co.uk

Constructing Excellence - London, May 2011

Getting Social

Paul Wilkinson(pwcom.co.uk)

pwcom.co.uk

• Who am I?• Pre-web and Web 1.0• Web 2.0

– What is Web 2.0 – a lightning tour

– What’s changing? Why does Web 2.0 matter?

– Web 2.0 – putting it all together

• AEC 2.0: applying Web 2.0 to construction– audit, engage, influence, measure

• Ten lessons learned

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

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Who am I?• B2B PR professional since 1987

– in-house: Halcrow, Tarmac, BIW• BIW won Building magazine

“Entrepreneur of the year 2006”

– consultancy: B2B entrepreneur clients:4Projects, BIW, Earthshine, SliderStudio, tCn, Vertice, Woobius

• Author• Wikipedian (2003), blogger (2005),

tweeter (2008)


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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


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• Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• … and no Google


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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”


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(Source: Role of Social Media in Commercial Property

RICS 2009 – Remit Consulting)


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• Discussion forums


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• Wikis– open – Wikipedia– organisation –

RIBApedia– Internal

• Fielden Clegg Bradley


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• Podcasts

• Blogs• Individual• Corporate• Media


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• Twitter• Personal• Corporate• Media• Lists, eg:

• trade bodies• media• Architects

• Twibes• Leagues


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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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5227 members 1598 members

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www.tcn.uk.com

www.reorb.com

2854 members

3982 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

– Easily bookmarked– Associated multimedia

• 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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Changing AEC services, new opportunitiesExamples:


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Changing AEC services, new opportunitiesMore examples:


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… so what’s changed?

Changing

habits!


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Why does Web 2.0 matter?

• 70% UK homesnow havebroadband internet access

• Will top 80% withinthree years


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• biggest driver of UK mobile internet adoption is social media

• 70% of daily mobile internet users use social media

• 31% of UK peopleaccess internet viamobile phone(ie: more than via laptop - 26%)


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• 30m+ UK people profiled on Facebook

• ie: 2m in c. 5mths

• Over 2 out of 3UK internet usershave activeFacebookaccounts


UK users Oct 2010 – Mar 2011

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

passed five million UK members• One million members

added in six months• Over one third of UK professionals profiled on

LinkedIn• 25% of FTSE100 companies hire via LinkedIn• 100 million LinkedIn users worldwide• 5% of LinkedIn users account for 49% of UK

LinkedIn activity


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• UK = third most active Twitter population

• c. 4m UK users by January 2010

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


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

• 2.5bn of those visits made to YouTube (up 17% on 2009)

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


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New construction marketing….

A Web 2.0 revolution!


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Slider Studio

• architects turned software developers• developing new Web 2.0 product• learning by doing


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Slider Studio – learning PR 2.0Audit• Web 2.0 product needed Web 2.0 mindset• University/research = opportunities

Engage• started tweeting, blogging, YouTube, etc• used events effectively (TSB, EBN, Be2camp)

Influence• StickyWorld used for London Festival of Architecture• 100s of sign-ups via ‘word of mouse’ recommendation


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Woobius

• also architects turned software developers• start-up with little PR budget …but social-savvy• wanted low cost, fast, trackable comms


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Woobius – applying PR 2.0Audit• competitors not using Web 2.0• Web 2.0 good to reach AEC ‘innovators’

Engage• all individuals empowered, ‘netiquette’• conversations, online and at events

Influence• Woobius covered in key blogs• innovation awards (useful for funding!)• 11,000 registered users after two years


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tCn: the Construction Network

• Web 2.0 ‘newbie’ saw community opportunity• appointed Web 2.0 expert advisors• almost 24/7 hands-on


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tCn – supporting PR 2.0Audit• little Web 2.0 know-how or ‘netiquette’• AEC industry focus = differentiation

Engage• built Web 2.0 ‘ecoystem’ around tCn• identified influencers, esp trade bodies

Influence• some substantial communities• online, publications + PR/marketing profs• 3000 registered members in 13 months


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AEC 2.0: Embracing Web 2.0

• Audit

• Engage

• Influence

• Measure

• Not ‘getting’ social (anti-social?)


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Audit

• perceptions

• opportunities

• audience

• existing advocates

• resources

• competitors

• 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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MeasureCollaboration blog Collaboration website


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MeasureCollaboration blog Collaboration website

Traffic sources:

Twitter 126

Feedburner 76

Facebook 23

LinkedIn 7

Traffic sources:

Twitter 5

Feedburner -

Facebook 1

LinkedIn 13

blog 28


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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)

• 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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Summary/final points• like it or not, social media 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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Constructing Excellence - London, May 2011

Q&AThank you

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

PR blog: www.pwcom.wordpress.comEmail: [email protected]

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

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

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