"Getting social" - applying web 2.0 in construction marketing and PR
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Transcript of "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)
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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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)
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 Property
RICS 2009 – Remit Consulting)
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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• Discussion forums
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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
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• Blogs• “… conversations online”
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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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1380 members 4251 members
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www.tcn.uk.com
www.reorb.com
1762 members
3180 members
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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• Tagging/sharing, eg
– Delicious– Digg– StumbleUpon– Reddit, etc
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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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
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:
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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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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%)
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Why does Web 2.0 matter?
• c. 28m UK people profiled on Facebook
• 2 out of every 3UK internet usershave an activeFacebookaccount
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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 (up 205%)
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Why does Web 2.0 matter?
• 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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Web 1.0 was about … Web 2.0 is about …
companies communities
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Web 1.0 was about … Web 2.0 is about …
one-way two-way
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Web 1.0 was about … Web 2.0 is about …
monologue conversation
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Web 1.0 was about … Web 2.0 is about …
advertising word-of-mouth
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Web 1.0 was about … Web 2.0 is about …
owning sharing
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Traditional B2B marketing was
Marketing 2.0 is becoming …
tactical more strategic
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Traditional B2B marketing was
often mainly promotion
Marketing 2.0 is becoming …
4 (or 5) P’s
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Traditional B2B marketing was
Marketing 2.0 is becoming …
marketing dept only any/all parts of company
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Traditional B2B marketing was
Marketing 2.0 is becoming …
short term long term
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Traditional B2B marketing was
Marketing 2.0 is becoming …
static mobile
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Traditional B2B marketing was
Marketing 2.0 is becoming …
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
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?
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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