Construction: Getting Social

pwcom.co.uk

CIOB Hertfordshire – March 2012

Getting Social

Paul Wilkinson(pwcom.co.uk)

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• 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?

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

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

4Projects, BIW, CodeBook, Sypro,tCn, Woobius

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

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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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Why does Web 2.0 matter?

More

interactive

mass media

Direct… real-time!

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• 800m global users= internet 2004

• 29.8m UK profiles

• 58% of all UKpeople online

• 52% of all UKsocial networkvisits

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Why does Web 2.0 matter?• In November 2011, UK LinkedIn

membership passed 8 million• Two thirds of UK professionals profiled• 25% of FTSE100 hire via LinkedIn• 6.1m UK visits per month

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• 175m+ registered accounts (100m active)

• 250m Tweets/day (up from 2m/day in 2009)

• c. 7m UK users

• UK = 4th most active Twitter population

• 3.4% of UK social network traffic

• 24% UK smartphone users access Twitter

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Why does Web 2.0 matter?100m

globalusers(July 2011-Feb 2012)

Now adding 750,000+ users per day

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• UK: 24m visits to video-sharing sites in April 2011

• 19m unique UK visitors to YouTube (April 2011; up 12% on 2010)

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• Worldwide:181m blogs(December 2011)

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• 78% UK homesnow havebroadband internet access

• Will top 80%next year

Source: Ofcom CommunicationsMarket Report 2011

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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 population

have smartphones

Source: Ofcom Communications Market Report 2011

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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

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Worldwide Web 2.0

• 63m tablet sales in 2011

• 2015: 326m

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

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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

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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)

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• 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'

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• Discussion forums

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• Wikis– open – Wikipedia

(visited by c.15m UK internet users in April 2011)

– professional – RIBApedia

– internal knowledge management

• Fielden Clegg Bradley

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• Blogs• Individual• Corporate• Media

• Podcasts

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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 onNing, Elgg, socialGo)

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5484 members 1654 members

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• Twitter• Personal• Corporate• Media

MentionMap

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• Tagging/sharing

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

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

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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!

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• Changing meetings/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!

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Changing AEC services,new opportunities

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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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OpenBuildings.com• Crowd-sourced wiki

about buildings• Facility for local

consultation• Marketing platform• iPhone, Android

apps

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Localism:• Democratic design• Community engagement

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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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Woobius Eye (in Beta)

• Share cameraview remotely

• Mark-up anddiscuss inreal-time

• Conference call• Literally

“see what I mean?”

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

drawings, models, etc• Enable dialogue (eg:

supplier/specifier, designer/client)

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Collaboration updates via Twitter DM?

Why not?

If not via Twitter...

… maybe via internal networks, eg:

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Flickr.com• Cloud-based

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

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Project manager diary as a blog?

Multi-media:

- photos

- video

- timeline

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Location:• Augmented reality• Rich mobile

information

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

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Supply chain and workforce management by location

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Bristol Water• Bentley Exor Street

Works Manager• Streetworks map

and register updated inreal-time

• Mash-up withtraffic data

• Publicinformation

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Real-time building services (or other) data

“Internet of Things”

Real-time feedback on

building performance

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Four steps:

• Audit

• Engage

• Influence

• Measure

• Is not ‘getting’ social anti-social?

Getting Social

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1. Audit

• perceptions

• opportunities

• audience

• competitors

• existing advocates

• resources

• corporate readiness

Getting Social

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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

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3. Influence

• Participate

• identify influencers and opinion-formers

• establish and nurture relationships

• stay relevant

• feedback

• monitor, adjust …

Getting Social

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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

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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

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

stakeholders online?

Not Getting Social

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1. start small

Six tips on getting social

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2. involve


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3. understand the opportunities/risks


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4. identify issue(s)


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


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6. manage, monitor and moderate


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Q&AThank you

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

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

Email: [email protected]: +44 (0)20 8858 1104

mob: 07788 445920Twitter: @EEPaul

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

Getting Social

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Construction: Getting Social