social media in the construction industry

pwcom.co.uk

London, February 2010

Social media (Web 2.0) in the construction industry

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

– Web 2.0 – putting it all together

– What’s changing? Why does Web 2.0 matter?

• AEC 2.0: applying Web 2.0 to construction– audit, engage, influence, measure

• Ten lessons learned

PRE-WEB WEB 2.0 AEC 2.0 LESSONSTODAY WHO, ME? CONTEXTTOUR

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PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA CONTEXTTOURWHO, ME?

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Who am I?• worked in construction industry since 1987

– in-house: Halcrow, Tarmac/Carillion, BIW– Current/recent clients: Crittall, BIW, Incite,

Earthshine, Woobius, Constructing Excellence, Slider Studio

• author of book on construction collaboration technologies

• Wikipedian (2003), blogger (2005), Tweeter (2008)

• co-founder of Be2camp (2008)


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‘Before web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• eventsStill important, but …


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Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• no Google

WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDA WHO, ME?

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Web 1.5 - late 1990s …• shared drives• intranets• extranets

But still mainly information-centric – not conversation oriented


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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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• Discussion forums


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• Wikis– open – Wikipedia– organisation – RIBApedia– Internal

• Fielden Clegg Bradley

– Publications• BSD project wiki


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• Podcasts

• Blogs• Personal• Corporate• Media tool


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• Twitter• Personal• Corporate• media


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• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

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

PRE-WEB WEB 2.0 AEC 2.0 LESSONSCONTEXTTOURAGENDA WHO, ME?

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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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• Collaboration spaces– generic: Huddle, Basecamp, etc

– AEC focused:• eg: Asite, BIW, 4Projects, etc• some with “added Web 2.0”


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• Tagging/sharing, eg

– Delicious– Digg– Stumbleupon, etc


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• Sharing:– Presentations– Travel tips – 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 event management

• Be2camp

• Online and face-to-face

• ‘unconferences’


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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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www.tcn.uk.com

www.reorb.com

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New AEC services, new opportunitiesExamples:


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New AEC services, new opportunitiesMore examples:


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… so what’s changed?


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Why does Web 2.0 matter?

• 70% UK homesnow haveinternet access

• 63% havebroadband

PRE-WEB WEB 2.0 AEC 2.0 LESSONSTOUR CONTEXTAGENDA WHO, ME?

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• biggest driver of UK mobile internet adoption is social media

• 70% of daily mobile internet users use social media


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• 22 million UK peopleuse Facebook

• 50% of activeusers loginto FBevery day


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• In February 2009, one in every 35 UKinternet visits was to a specialist video website, up from one in every 50 in February 2008.

• YouTube had 62.9%of those visits.


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• the UK has the third most active Twitter population globally

• in August 2009, there were over 2.4million UK Twitter users


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• On 25 November 2009, LinkedIn gained its 3 millionth UK member

• This was just twoyears after it reachedone million


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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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lecture conversation


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advertising word-of-mouth


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owning sharing


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B2B marketing/PR 2.0 is increasingly …

many-to-many

(+ customer-2-customer)

dialogue

user-generated content

user self-publishing


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Trad’l B2B marketing

was often …

B2B marketing 2.0

is becoming …

tactical

promotion

marketing dept only

short term

static

within boundaries

more strategic

4 (or 5) Ps

whole company

long term

mobile

across boundaries


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PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA TOUR CONTEXTWHO, ME?

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AEC 2.0: Embracing Web 2.0• Audit• Engage• Influence• Measure

• Some lessons learned

PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDA TOUR CONTEXTWHO, ME?

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Audit

• perceptions of company/brand/product

• opportunities

• audience

• existing advocates

• resources

• competitors

• corporate readiness

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

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Audit - Crittall Windows• 5 blog articles (Bloglines)• 15 YouTube videos• 173 photos on Flickr• 7 Wikipedia mentions• ex-employee Facebook group• 2 discussion board posts

PRE-WEB WEB 2.0 LESSONSCONTEXTTOUR AEC 2.0AGENDA WHO, ME?

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audit – ‘Crittal’ Windows (ie: misspellings)• 16 blog articles (Google blogs search)• 18 more tagged photos on Flickr• 1 mention on Twitter• 16 discussion posts


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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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Crittall • started blogger engagement …• … then started blog• RSS feed on website• @JohnKatCrittall on Twitter• LinkedIn company profile• Wikipedia edits• Crittall Facebook page

• … and campaign gainedmedia coverage (eg:Construction Manager, July 2009)


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Influence

• Participate

• identify influencers and opinion-formers

• establish and nurture relationships

• stay relevant

• feedback

• monitor, adjust …


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Measure– traffic to/from blogs, websites, etc


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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

PRE-WEB WEB 2.0 AEC 2.0CONTEXTTOUR LESSONSAGENDA WHO, ME?

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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

And there is no Return

on Ignoring

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If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business.(Steve Martin, CEO, Clugston Construction)


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London, February 2010

Thank you

Contact: Paul WilkinsonBlog: www.pwcom.wordpress.com

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

mob: 07788 445920Twitter: @EEPaul

social media in the construction industry

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