construction pr and marketing in the digital age
DESCRIPTION
Presentation by Paul Wilkinson to joint seminar organised by CIMCIG and CIPR CAPSIG, held at Leeds Metropolitan University, Leeds, Yorkshire on 23 May 2012.Paul defines social media, explains why it's becoming increasingly important (take up of mobile, etc) and how it is changing how firms communicate online.TRANSCRIPT
pwcom.co.uk
CIMCIG/CAPSIG – Leeds – 23 May 2012
Construction PR and marketing: 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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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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Why does Web 2.0 matter?
• 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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c. 462m registeredaccounts
• 140m (c. 28%)'active'*
• 250m 'active'by end 2012
* Active = members who log in at least once a month
Source: www.mediabistro.com
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• UK = 4th largest Twitter population
• c. 24m Twitter accounts(38% population)
• c. 7m active UK users
• 7% of Tweeters =79% of UK Twitter traffic
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Why does Web 2.0 matter?100m global users (July 2011- Feb 2012)
Now adding 750,000+ users per day
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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)
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Why does Web 2.0 matter?
• Worldwide:181m blogs(December 2011)
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Why does Web 2.0 matter?
• 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 mobile 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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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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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'
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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
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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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• Twitter• Personal• Corporate• Media
MentionMap
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• Tagging/sharing
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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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• Sharing:– Presentations– Meetings, polls– Reviews– Photos– Video– Location– etc
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Changing PR
• Online media– Digital news release– Opinion piece written in blog– Photos, video, slides incorporated
• RSS, tweeted, shared (LI, FB), 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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Good tweeting
• Beware:
– company and/or clientconfidentiality
– copyright issues
– defamation
– privacy of individual
– bringing company into disrepute
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Good tweeting
• Avoid conflicts of interest
–Disclose clientrelationships
–Clarify account'managers'
• Consider disclaimers
• Above all: honesty and integrity
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Good tweeting
• Stay (mainly) on-topic
• Keep it personal, not corporate
• Tweet regularly
• Be responsive
• Think long-term
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Good blogging
• Stay on-topic
• Keep it personal, not corporate
• Post regularly
• Be responsive to comments
• Think long-term
–what outcomes/reactions do you want?
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Good blogging
• Beware:
– 'Flogging'(fake blogging)
– 'Astro-turfing'
• Take care 'ghost-writing'or re-using others' content
• Have terms of reference,policies regarding subjectmatter, approval processes, etc
• Correct any errors quickly
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• Wikipedia guidance– CIPR working with
Wikimedia Foundation and Wikipedians on draft guidance for PRs
http://uk.wikimedia.org/wiki/Draft_best_practice_guidelines_for_PR
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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