"getting social" - applying web 2.0 in construction marketing and pr

pwcom.co.uk

London, November 2010

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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or “It’s all a waste of time”


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Who am I?• worked in construction industry since 1987

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

Constructing Excellence, Earthshine, Slider Studio, tCn, Woobius

• author of book on construction collaboration technologies

• Wikipedian (2003), blogger (2005),

Tweeter (2008)


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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”

aka ‘Enterprise 2.0’, ‘Social business’

(Sources: Wikipedia; Kaizo)


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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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• Blogs• “… conversations online”


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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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1380 members 4251 members


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www.tcn.uk.com

www.reorb.com

1762 members

3180 members


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• Tagging/sharing, eg

– Delicious– Digg– StumbleUpon– Reddit, etc


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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


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• Changing events

– Hybrid =

online + face-to-face

• Real-time sharing

• Real-time feedback


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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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• c. 28m UK people profiled on Facebook

• 2 out of every 3UK internet usershave an activeFacebookaccount


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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 (up 205%)


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• the UK has the third most active Twitter population globally

• UK users accounted for 8.1% of total tweets, compared with 7.2% of unique users, in 2009


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Why does Web 2.0 matter?• In June 2010, LinkedIn gained its four millionth

UK member• One million new

members added sinceNovember 2009

• One third of UK professionals profiled on LinkedIn

• 25% of FTSE100 companies hire via LinkedIn


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Web 1.0 was about … Web 2.0 is about …

reading writing

(Photos: Meir Sadan on Flickr; kpwerker on Flickr


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companies communities


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one-way two-way


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monologue conversation


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advertising word-of-mouth


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owning sharing


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Traditional B2B marketing was

Marketing 2.0 is becoming …

tactical more strategic


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often mainly promotion


4 (or 5) P’s


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marketing dept only any/all parts of company


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short term long term


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static mobile


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within boundaries across boundaries


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New construction marketing….

A Web 2.0 revolution!


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Architect HOK• Life at HOK Blog


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Architect HOK• Blog• HOK careers


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Architect HOK• Blog• Facebook• LinkedIn


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Architect HOK• Blog• Facebook• LinkedIn• Flickr


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


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


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


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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

PRE-WEB WEB 2.0 LESSONSTOUR CONTEXT AEC 2.0AGENDA WHO, ME?

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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)

• ‘crowd-sourced’ feedback on company/products• customer loyalty, word of mouth recommendations• number of sales leads• improved recruitment• increased media coverage (eg: thought leadership)

• brand equity


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Ten lessons learned


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1.start small


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2. invest wisely

The tools may be “free”,but finding the right people to use

them properly takes time, and time = money.


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3. involve


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4. manage expectations


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5. identify issue(s), then respond


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6. identify the opportunities/risks


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7. spread the risk


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8. manage, monitor and moderate


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9. total bans don’t work


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10. you can’t ignore social media

It’s about Return on Influence

there is no Return on Ignoring


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London, November 2010

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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