Getting Social in construction

pwcom.co.uk

CIOB Essex – November 2012

Getting Social

Paul Wilkinson(pwcom.co.uk)

2

3

• Who am I?

• What is social media?

• Why does social media matter?

• What social media tools can we apply in construction?

• How do we start?

4

5

Who am I?• Author and technology consultant• B2B PR professional since 1987

– in-house: Halcrow, Tarmac, BIW– consultancy clients, include:

ACA, AEngD, CIPR, CodeBook,Conject, ICE, Invennt

• And in B2B, a Wikipedian (2003),blogger (2005) and tweeter (2008)

6

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

7

• 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”

8

9

10

11

(Source: Role of Social Media in Commercial Property

RICS 2009 – Remit Consulting)

12

Why does Web 2.0 matter?

More

interactive

mass media

Direct… real-time!

13

Why does Web 2.0 matter?

• 1bn global users (800m = internet 2004)

• 33.1m UK profiles

• 64% of all UKpeople online

• 53% of UKpopulation

14

Why does Web 2.0 matter?• In September 2012, UK LinkedIn

membership passed 10 million• c. 1m UK people use LinkedIn daily

15

• UK = 4th largest Twitter population

• c. 32m Twitter accounts(53% population)

• c. 11m active UK users

• 7% of Tweeters =79% of UK Twitter traffic

16

Why does Web 2.0 matter?100m

globalusers(July 2011-Feb 2012)

Now adding 750,000+ users per day

17

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)

18

Why does Web 2.0 matter?

• Worldwide:181m blogs(December 2011)

19

Why does Web 2.0 matter?

• 78% UK homesnow havebroadband internet access

• Will top 80%next year

Source: Ofcom CommunicationsMarket Report 2011

20

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%)• Over 50% of UK population

have smartphones

21

Why does Worldwide Web 2.0 matter?

• Smartphone sales (100m) passedsales of laptops (94m) in Q4 2010

• By 2014, mobile internet usewill overtake desktop access

• “'Personal cloud' to eclipsePC in just 2 years” - Gartner

But...

• Only 20% of FTSE100websites support mobile

Source: Techcrunch

22

Worldwide Web 2.0

• 63m tablet sales in 2011

• 2015: 326m

• IOS 46%,Android 36%by 2015Source: Gartner (Guardian, 22 September 2011)

23

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

24

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)

25

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'

26

27

28

• Discussion forums

29

• Wikis– open – Wikipedia

(6th most visited website;c.15m UK users/month)

– professional – RIBApedia

– internal knowledge management

• Fielden Clegg Bradley

30

• Blogs• Individual• Corporate• Media

• Podcasts

31

• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

– Feed-readers• local or web-based: Google Reader, etc

32

• Social networking– from personal

(eg: Facebook) …

– to professional(less Facebook,more LinkedIn) …

– to AEC focused (some in Facebook, LinkedIn,or built onNing, Elgg, socialGo)

33

5484 members 1654 members

34

• Twitter• Personal• Corporate• Media

MentionMap

35

• Tagging/sharing

36

• Sharing:– Presentations– Meeting dates– Reviews– Photos– Video– Travel– etc

37

• Location:– Real world– Augmented reality– Virtual world

38

Changing PR

• Online media– Digital news release– Opinion piece written in blog– Photos, video, slides incorporated

• RSS, tweeted, shared, etc

• e-newsletters

• We are all publishers now!

39

• Changing meetings/events

Hybrid = online + face-2-face

• Real-time sharing/feedback

• Multiple locations

• We are all broadcasters now!

40

• Changing events

– Virtual events

• virtual stands

• no travel

• interact online

41

New construction communications….

A Web 2.0 revolution!

42

Changing AEC services,new opportunities

43

Woobius Showcase

• Application to create iPhone/iPad apps for construction businesses

• “portfolio in your pocket”

• Innovation = differentiation

44

OpenBuildings.com• Crowd-sourced wiki

about buildings• Facility for local

consultation• Marketing platform• iPhone, Android

apps

45

Localism:• Democratic design• Community engagement

48

Senubo (in Beta)

• Social business for construction

• PC and smartphone• On-site data

download and data capture

• Real-time reporting and status updates

49

Woobius Eye (in Beta)

• Share cameraview remotely

• Mark-up anddiscuss inreal-time

• Conference call• Literally

“see what I mean?”

50

• Collaborative spaces• 360-deg photo tours• Share video, PPTs,

drawings, models, etc• Enable dialogue (eg:

supplier/specifier, designer/client)

51

Collaboration updates via Twitter DM?

Why not?

If not via Twitter...

… maybe via internal networks, eg:

52

Flickr.com• Cloud-based

photo-sharing• Searchable• Description• Tagging• Geo-location

53

Project manager diary as a blog?

Multi-media:

- photos

- video

- timeline

55

Location:• Augmented reality• Rich mobile

information

56

GPS, AR, QR code link to documents, photos, a wiki?

57

Supply chain and workforce management by location

58

Bristol Water• Bentley Exor Street

Works Manager• Streetworks map

and register updated inreal-time

• Mash-up withtraffic data

• Publicinformation

59

Real-time building services (or other) data

“Internet of Things”

Real-time feedback on

building performance

60

Four steps:

• Audit

• Engage

• Influence

• Measure

• Is not ‘getting’ social anti-social?

Getting Social

61

1. Audit

• perceptions

• opportunities

• audience

• competitors

• existing advocates

• resources

• corporate readiness

Getting Social

62

2. Engage

• update and communicate policy

• integrate offline PR/marketing

• adapt strategy

• employ ‘netiquette’

• be responsive

• remain honest, transparent

• recognise and reward engagement

Getting Social

63

3. Influence

• Participate

• identify influencers and opinion-formers

• establish and nurture relationships

• stay relevant

• feedback

• monitor, adjust …

Getting Social

64

4. 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

Getting Social

65

'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

to potentially damaging online publicity?• Are your competitors engaging with your

stakeholders online?

Not Getting Social

66

1. start small

Six tips on getting social

67

2. involve

Six tips on getting social

68

3. understand the opportunities/risks

Six tips on getting social

69

4. identify issue(s)

Six tips on getting social

70

5. don't ignore it and hope it will go away

Six tips on getting social

71

6. manage, monitor and moderate

Six tips on getting social

72

Q&AThank you

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

Tech blog: www.extranetevolution.comPR blog: www.blog.pwcom.co.uk

Email: paul.wilkinson@pwcom.co.ukTel: +44 (0)20 8858 1104

mob: 07788 445920Twitter: @EEPaul

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

Getting Social