getting social - or - how the construction sector has adopted social media

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Presentation given at Constructing Excellence Social Media Forum, in London, on 30 March 2011. A quick overview of the Web 2.0 world, why it's increasingly important to construction businesses, and what platforms are being used.

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CE Social Media Forum, London – 30 March 2011

© pwcom.co.uk Ltd, 2011

Getting Socialor

“How the construction sector is adopting social media”

Paul Wilkinson(pwcom.co.uk)

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

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• 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

• Getting social? = what this workshop is all about!

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

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Who am I?• worked in construction industry since 1987

– in-house: Halcrow, Tarmac, BIW– current/recent clients: 4Projects, BIW,

Constructing Excellence, Earthshine, Slider Studio, tCn, Vertice, Woobius

• author of book on construction collaboration technologies

• Wikipedia (2003), blog (2005),

Twitter (2008)

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

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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”

• “globally distributed, near instant, person to person conversations”

(Sources:Wikipedia; Kaizo; Euan Semple)

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

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

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(Source: Role of Social Media in Commercial PropertyRICS 2009 – Remit Consulting)

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

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• Discussion forums

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

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• Wikis– open – Wikipedia– organisation –

RIBApedia– Internal

• Fielden Clegg Bradley

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

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• Podcasts

• Blogs• Individual• Corporate• Media

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

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• Blogs• “… conversations online”

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

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

• trade bodies• media• Architects

• Twibes• Leagues

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

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• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

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

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

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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)

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

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1581 members 5110 members

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

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www.tcn.uk.com

www.reorb.com

2854 members

3982 sign-ups

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

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• Tagging/sharing, eg

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

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• Sharing:– Presentations– Travel– Reviews– Photos– Video– Q&As– etc

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

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

• Location

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• Location:– Real world (wiki)– Augmented reality– Virtual world

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

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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

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

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• Changing events

– Hybrid = online + face-2-face

• Real-time sharing

• Real-time feedback

• Multiple locations

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

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• Changing events

– Virtual events

• virtual stands

• no travel

• interact online

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

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Changing AEC services, new opportunitiesExamples:

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

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Changing AEC services, new opportunitiesMore examples:

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

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… so what’s changed?

Changing

habits!

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

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Why does Web 2.0 matter?

• 70% UK homesnow havebroadband internet access

• Will top 80% withinthree years

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

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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

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

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

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Why does Web 2.0 matter?

• 30m+ UK people profiled on Facebook

• ie: 2m in c. 5mths

• Over 2 out of 3UK internet usershave activeFacebookaccounts

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

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

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

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Why does Web 2.0 matter?

• UK = third most active Twitter population

• c. 4m UK users by January 2010

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

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

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Why does Web 2.0 matter?

• 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%)

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

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New construction marketing….

A Web 2.0 revolution!

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

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Architect HOK• Life at HOK Blog

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

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Architect HOK• Blog• HOK careers

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

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Architect HOK• Blog• Facebook• LinkedIn

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

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Architect HOK• Blog• Facebook• LinkedIn• Flickr

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

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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube

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

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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare

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

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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare• Twitter• etc

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

pwcom.co.uk

CE Social Media Forum, London – 30 March 2011

© pwcom.co.uk Ltd, 2011

Q&AThank you

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

PR blog: www.pwcom.wordpress.comEmail: paul.wilkinson@pwcom.co.uk

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

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

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