3. • 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?
3
4. 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)
4
5. video – mobile -
telephones - ICQ -
IM – email – EDMS -
groupware – FTP –
websites – texts -
intranets – portals
video-conferences
number of tools
– extranets –
web-conferences –
file-sharing (P2P) –
discussion forums –
homepages – wikis
VOIP - podcasts -
blogs – Twitter –
RSS – Facebook –
web communities –
Apps - RFID - tags –
Face-to-face Written word Telephone GPS – IoT – QR
codes - mashups –
Hand drawings Messengers Telegraph Telex
virtual worlds –
Physical Photography Fax Radio – TV Augmented reality
Printing
models computers – Web 3.0 – etc
5 time
6. • Web 2.0 or social media – What is it?
• 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”
“People having conversations online”
(Sources:
Wikipedia; Kaizo; Euan Semple)
6
10. (Source:
Role of Social Media in Commercial Property
RICS 2009 – Remit Consulting)
10
11. Why does Web 2.0 matter?
Di
re a re c t
o re e
M tiv l-ti …
me
rac dia !
inte me
m ass
11
12. 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
12
13. 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
13
14. 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
14
15. Why does Web 2.0 matter?
100m
global
users
(July 2011-
Feb 2012)
Now adding 750,000+ users per day
15
16. 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)
16
17. Why does Web 2.0 matter?
• Worldwide:
181m blogs
(December 2011)
17
18. 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
18
19. Why does Web 2.0 matter?
• biggest driver of UK mobile internet
adoption is social media
• social networking services (57%), ahead
of email (53%), search (42%)
• 27% of UK population
have smartphones
Source: Ofcom Communications Market Report 2011
19
20. 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
20
21. Worldwide Web 2.0
• 63m tablet
sales in 2011
• 2015: 326m
• IOS 46%,
Android 36%
by 2015
Source: Gartner (Guardian, 22 September 2011)
21
22. 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
22
23. 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)
23
24. 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'
24
28. • Wikis
– open – Wikipedia
(visited by c.15m UK
internet users in April 2011)
– professional –
RIBApedia
– internal knowledge
management
• Fielden Clegg Bradley
28
30. • RSS
– RSS publishing, from:
• Bloggers
• Media
• Corporate
• Search
– Feed-readers
• local or web-based: Google Reader, etc
30
31. • 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)
31
37. • Location:
– Real world
– Augmented reality
– Virtual world
37
38. 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!
38
39. • Changing meetings/events
Hybrid = online + face-2-face
• Real-time sharing/feedback
• Multiple locations
• We are all broadcasters now!
39
43. Woobius
Showcase
• Application to create
iPhone/iPad apps
for construction
businesses
• “portfolio in your
pocket”
• Innovation =
differentiation
43
44. OpenBuildings.com
• Crowd-sourced wiki
about buildings
• Facility for local
consultation
• Marketing platform
• iPhone, Android
apps
44
45. Localism:
• Democratic design
• Community engagement
45
46. Clippings.com
• A “Pinterest for AEC”
• Crowd-sourcing
design ideas
• Marketing platform
• expect Pinterest-
style mobile apps
soon
46
47. SNOW Architects
• Daqri.com mobile
web app builder
• Combines
augmented reality
and QR codes
• iPhone, iPad,
Android apps to
view Microstation
BIMs
47
48. Senubo (in Beta)
• Social business for
construction
• PC and smartphone
• On-site data
download and data
capture
• Real-time reporting
and status updates
48
49. Woobius Eye (in Beta)
• Share camera
view remotely
• Mark-up and
discuss in
real-time
• Conference call
• Literally
“see what I mean?”
49
58. Bristol Water
• Bentley Exor Street
Works Manager
• Streetworks map
and register
updated in
real-time
• Mash-up with
traffic data
• Public
information
58
59. Real-time building services (or other) data
“Internet of Things”
Real-time feedback on
building performance
59
60. Getting Social
Four steps:
• Audit
• Engage
• Influence
• Measure
• Is not ‘getting’ social anti-social?
60
62. Getting Social
2. Engage
• update and communicate policy
• integrate offline PR/marketing
• adapt strategy
• employ ‘netiquette’
• be responsive
• remain honest, transparent
• recognise and reward engagement
62
63. Getting Social
3. Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
63
64. Getting Social
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
64
65. Not Getting Social
'anti-social'? Know the risks...
• Are you monitoring what might be said
online 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?
65
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
Quick overview of this presentation.
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
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.
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
Let’s take a quick tour First off – discussion forums
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
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