Presentation to the CIM Construction Interest Group (CIMCIG) at the Building Centre, London on 25 November 2010. Gives overview of the tools, including some construction-specific applications, as well as up-to-date stats on market penetration of the leading generic platforms. Finishes with pointers on applying Web 2.0, from audit through to measurement.
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• 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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• 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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• 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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… so what’s changed?
Changing
habits!
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Why does Web 2.0 matter?
• 70% UK homes
now have
broadband
internet access
• Will top 80% within
three 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 people
access internet via
mobile 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 3
UK internet users
have an active
Facebook
account
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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
most
important (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 since
November 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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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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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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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&A
Thank you
Contact: Paul Wilkinson
Website: www.pwcom.co.uk
PR blog: www.pwcom.wordpress.com
Email: paul.wilkinson@pwcom.co.uk
Tel: +44 (0)20 8858 1104
mob: 07788 445920
Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19
Notas do Editor
Quick overview of this presentation.
All familiar with these? Who has a profile on Facebook?
Who uses Facebook for business?
Who uses on LinkedIn?
Who uses Twitter? Company or individual use
Google profile. Whether you like it or not you have an online footprint.
Mine is clear. I have taken steps to create a consistent online identity.
SME – personal brand (punch above your weight)
Hundreds of applications, in lots of categories
24 categories in Brian Solis’s’ Conversation prism
Hundreds of applications, in lots of categories
24 categories in Brian Solis’s’ Conversation prism
Remit Consulting pares number of categories down from 24 to 12
Let’s take a quick tour
First off – discussion forums
Wrote about this in guest blog post on CE blog
Suspect Paul Morrell’s first ever blog post
Network of contacts
Now combining wider range of tools and techniques.
Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
Now combining wider range of tools and techniques with event management – and adding capabilities such as broadcasting previously too expensive for most budgets.
My Slidecast got 481 views in the first week after it was published on SlideShare.
Now combining wider range of tools and techniques with event management
US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
If you spoke to people as advertisers do, you’d quickly get a punch in the mouth
Moving from tactical to strategic
From promotional focus to 4Ps
Product (or service), price, place and promotion
Now 4Ps, plus People / Participation
Customer service, niche experts, CEO, etc, etc
Long tail.
Content delivered in one form to one place – now content delivered in multiple forms anywhere, anytime (Martini)
Used to think of some campaigns at regional level. Now marcoms have global reach
(though some tools also allow hyper-local – very targeted – reach, too)
Case study of how established international AEC firm integrated Web 2.0 into its corporate communications.
Corporate communications and HR teams recruited 20 bloggers worldwide.
“Blogger Manifesto”
HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste.
Two-day, in-person training session.
Ongoing Training/Support
Help Blog
Weekly Blog Update
posts edited for grammar, punctuation and spelling – never for content
semi-annual WebEx meetings
Worked with HR department
Identified a Facebook Queen (our youngest, 20-something team member)
Managing the HOK Network channels is a team effort for the Corporate Communications group
The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
Corporate communications identified a Lord of the Flickr
With video an increasingly popular download online, a HOK YouTube channel was an obvious step
HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum
Good example of:
applying consistent branding across online channels
Aligning corporate strategic objectives with online tactics
Involving, educating and monitoring staff engagement with different channels
How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
Perceptions – positive/negative/ neutral; reach, influence, volume, trends
Opportunities - – potential themes, targets, messages, categories, focus, niche expertise
audience – are targets web 2.0-savvy, receptive?
existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones.
resources – people, training, tools, time
competitors – what are they doing? Lessons?
corporate readiness – policies/procedures, IDs/domains/etc
keep internal procedures up-to-date
integrate offline PR/marketing – be consistent
adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing, not just PR
employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual
be responsive – timely engagement is vital
remain transparent – honesty and integrity at all times
recognise and reward involvement
What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)
Participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion
stay relevant – content is king, no ‘hard sell’, persevere
feedback – report back external perceptions, testimonials, etc
monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
Looking back, planning ahead
start small – eg: Google Alerts to gather market intelligence, then - depending on strategy - maybe an internal wiki project, blog network, Facebook page
invest wisely – Many proven tools are low/no cost to start. Learning and using them, however, requires time, as does finding the right people to use them
If you have existing social media practitioners, seek to build on their experiences and skills
manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)
identify issue(s), then respond (not vice versa) – eg: blog for a reason, not just because you can
– social media may change organisation dynamics; is your organisation ready to be more communicative?
spread the risk – many Web 2.0 tools are still early-stage. Not all of them will survive
monitor and moderate
– ensure status updates, etc, are appropriate (ban spammers promptly)
have policies in place governing employees online activities – protect you and sometimes protect them from themselves
bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc
Mobile tools
Drive people out of organisation or deter them from joining in the first place
– would you ban people having pub conversations about your organisation?
you can’t ignore it – organisations need awareness/education whether they use social media or not – there is no Return on Ignoring
If you ignore conversations among your customers, you lose information – and, remember, your competitors will be listening to your customers