Getting Social What is social media? Why does social media - - PDF document

pwcom .co.uk

CIOB Hertfordshire – March 2012

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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Who am I?

• Author and technology consultant
• B2B PR professional since 1987

– in-house: Halcrow, Tarmac, BIW – consultancy clients, include: 4Projects, BIW, CodeBook, Sypro, tCn, Woobius

• And in B2B, a Wikipedian (2003),

blogger (2005) and tweeter (2008)

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video – mobile - t elephones - ICQ - IM – email – EDMS - groupware – FTP – websites – t exts - int ranet s – port als video-conferences – extranet s – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcast s - blogs – Twit t er – RSS – Facebook – web communities – Apps - RFID - t ags – GPS – IoT – QR codes - mashups – virtual worlds – Augment ed realit y – Web 3.0 – et c Face-to-face Hand drawings Physical models Telegraph Photography Written word Messengers Printing Telephone Telex Fax Radio – TV computers time

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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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9 10 (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) 11

Why does Web 2.0 matter?

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Why does Web 2.0 matter?

• 800m global users

= internet 2004

• 29.8m UK profiles
• 58% of all UK

people online

• 52% of all UK

social network visits

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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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Why does Web 2.0 matter?

• 175m+ registered accounts (100m active)
• 250m Tweets/day (up from 2m/day in 2009)
• c. 7m UK users
• UK = 4th most active Twitter population
• 3.4% of UK social network traffic
• 24% UK smartphone users access Twitter

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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 homes

now have broadband internet access

• Will top 80%

next year

Source: Ofcom Communications Market 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
• f email (53%), search (42%)
• 27% of UK population

have smartphones

Source: Ofcom Communications Market Report 2011

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Why does Worldwide Web 2.0 matter?

• Smartphone sales (100m) passed

sales of laptops (94m) in Q4 2010

• By 2014, mobile internet use

will overtake desktop access

• “'Personal cloud' to eclipse

PC in just 2 years” - Gartner But...

• Only 20% of FTSE100

websites support mobile

Source: Techcrunch

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Worldwide Web 2.0

• 63m tablet

sales in 2011

• 2015: 326m
• IOS 46%,

Android 36% by 2015

Source: Gartner (Guardian, 22 September 2011)

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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/mth

2.1m page imps/mth 8,000 newsletter subscribers (email October 2011) – Construction Enquirer –

• c. 74,000 unique visitors/mth

400,000 page impressions/mth 9,000 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

• 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,

• r built on

Ning, Elgg, socialGo)

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5484 members 1654 members

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• Twitter
• Personal
• Corporate
• Media

MentionMap

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• Tagging/

sharing

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• Sharing:

– Presentations – Meeting dates – Reviews – Photos – Video – Travel – etc

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• Location:

– Real world – Augmented reality – Virtual world

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Changing PR

• Online media

– Digital news release – Opinion piece written in blog – Photos, video, slides incorporated

• RSS, tweeted, shared, 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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• Changing events

– Virtual events

• virtual stands
• no travel
• interact online

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New construction communications….

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Changing AEC services, new opportunities

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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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OpenBuildings.com

• Crowd-sourced wiki

about buildings

• Facility for local

consultation

• Marketing platform
• iPhone, Android

apps

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Localism:

• Democratic design
• Community engagement

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Senubo (in Beta)

• Social business for

construction

• PC and smartphone
• On-site data

download and data capture

• Real-time reporting

and status updates

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Woobius Eye (in Beta)

• Share camera

view remotely

• Mark-up and

discuss in real-time

• Conference call
• Literally

“see what I mean?”

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• Collaborative spaces
• 360-deg photo tours
• Share video, PPTs,

drawings, models, etc

• Enable dialogue (eg:

supplier/specifier, designer/client)

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Collaboration updates via Twitter DM? Why not? If not via Twitter... … maybe via internal networks, eg:

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Flickr.com

• Cloud-based

photo-sharing

• Searchable
• Description
• Tagging
• Geo-location

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Project manager diary as a blog? Multi-media:

• photos
• video
• timeline

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Location:

• Augmented reality
• Rich mobile

information

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GPS, AR, QR code link to documents, photos, a wiki?

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Supply chain and workforce management by location

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Bristol Water

• Bentley Exor Street

Works Manager

• Streetworks map

and register updated in real-time

• Mash-up with

traffic data

• Public

information

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Real-time building services (or other) data “Internet of Things” Real-time feedback on building performance

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Four steps:

• Audit
• Engage
• Influence
• Measure
• Is not ‘getting’ social anti-social?

Getting Social

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• 1. Audit
• perceptions
• opportunities
• audience
• competitors
• existing advocates
• resources
• corporate readiness

Getting Social

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• 2. Engage
• update and communicate policy
• integrate offline PR/marketing
• adapt strategy
• employ ‘netiquette’
• be responsive
• remain honest, transparent
• recognise and reward engagement

Getting Social

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• 3. Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …

Getting Social

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• 4. Monitor and measure the online ‘buzz’
• not just quantity – look at quality, eg:

– sentiment – increased media coverage (eg: thought leadership) – ‘crowd-sourced’ feedback on company/products – customer loyalty, word of mouth recommendations

• but above all: business outcomes, eg:

– number of qualified sales leads – software or white-paper downloads, event registrations, etc

Getting Social

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'anti-social'? Know the risks...

• Are you monitoring what might be said
• nline about your business?
• Do you have people who are “web 2.0-

savvy” and know their ‘netiquette’?

• Can you respond quickly and appropriately

to potentially damaging online publicity?

• Are your competitors engaging with your

stakeholders online?

Not Getting Social

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1. start small

Six tips on getting social

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• 2. involve

Six tips on getting social

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• 3. understand the opportunities/risks

Six tips on getting social

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• 4. identify issue(s)

Six tips on getting social

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• 5. don't ignore it and hope it will go away

Six tips on getting social

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• 6. manage, monitor and moderate

Six tips on getting social

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Q&A

Thank you

Contact: Paul Wilkinson Website: www.pwcom.co.uk Tech blog: www.extranetevolution.com PR blog: www.blog.pwcom.co.uk Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

Getting Social