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Presentation given by Paul Wilkinson to London Constructing Excellence Club on 10 May 2011. If you like this, you should also seek out the presentation given by Philippa Grantham of Studio Klaschka
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pwcom.co.uk
Constructing Excellence - London, May 2011
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?
pwcom.co.uk
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
Who am I?• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW• BIW won Building magazine
“Entrepreneur of the year 2006”
– consultancy: B2B entrepreneur clients:4Projects, BIW, Earthshine, SliderStudio, tCn, Vertice, Woobius
• Author• Wikipedian (2003), blogger (2005),
tweeter (2008)
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts
- intranets – portals video-conferences –
extranets – web-conferences –file-sharing (P2P) – discussion forums
– homepages – wikis VOIP -
podcasts - blogs – Twitter – RSS –
Facebook – web communities –
RFID - tagging – GPS – IoT – QR
codes - mashups –virtual worlds –
Augmented reality – Web 3.0 – etc
Face-to-face
Hand drawings
Physical models
Telegraph
Photography
Written word
Messengers
Printing
Telephone
- Telex
- Fax Radio – TV
computers
time
num
ber
of to
ols
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
• Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• … and no Google
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
• 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”
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
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?
pwcom.co.uk
• Discussion forums
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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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
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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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?
pwcom.co.uk
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
5227 members 1598 members
pwcom.co.uk
www.tcn.uk.com
www.reorb.com
2854 members
3982 sign-ups
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
• Tagging/sharing
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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• Sharing:– Presentations– Travel– Reviews– Photos– Video– etc
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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• Location:– Real world– Augmented reality– Virtual world
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?
• 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
• We are all publishers now!
pwcom.co.uk
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
• Changing events
Hybrid = online + face-2-face
• Real-time sharing/feedback
• Multiple locations
• We are all broadcasters now!
pwcom.co.uk
• 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:
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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… so what’s changed?
Changing
habits!
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Why does Web 2.0 matter?
• 70% UK homesnow havebroadband internet access
• Will top 80% withinthree years
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
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%)
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
• 30m+ UK people profiled on Facebook
• ie: 2m in c. 5mths
• Over 2 out of 3UK internet usershave activeFacebookaccounts
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
UK users Oct 2010 – Mar 2011
pwcom.co.uk
Why does Web 2.0 matter?• In December 2010, LinkedIn
passed five million UK members• One million members
added in six months• Over one third of UK professionals profiled on
LinkedIn• 25% of FTSE100 companies hire via LinkedIn• 100 million LinkedIn users worldwide• 5% of LinkedIn users account for 49% of UK
LinkedIn activity
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
Why does Web 2.0 matter?
• UK = third most active Twitter population
• c. 4m UK users by January 2010
• 7% of Tweeters account for 79% of UK Twitter traffic
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
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 for video (up 205%)
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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New construction marketing….
A Web 2.0 revolution!
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Slider Studio
• architects turned software developers• developing new Web 2.0 product• learning by doing
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Slider Studio – learning PR 2.0Audit• Web 2.0 product needed Web 2.0 mindset• University/research = opportunities
Engage• started tweeting, blogging, YouTube, etc• used events effectively (TSB, EBN, Be2camp)
Influence• StickyWorld used for London Festival of Architecture• 100s of sign-ups via ‘word of mouse’ recommendation
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Woobius
• also architects turned software developers• start-up with little PR budget …but social-savvy• wanted low cost, fast, trackable comms
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Woobius – applying PR 2.0Audit• competitors not using Web 2.0• Web 2.0 good to reach AEC ‘innovators’
Engage• all individuals empowered, ‘netiquette’• conversations, online and at events
Influence• Woobius covered in key blogs• innovation awards (useful for funding!)• 11,000 registered users after two years
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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tCn: the Construction Network
• Web 2.0 ‘newbie’ saw community opportunity• appointed Web 2.0 expert advisors• almost 24/7 hands-on
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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tCn – supporting PR 2.0Audit• little Web 2.0 know-how or ‘netiquette’• AEC industry focus = differentiation
Engage• built Web 2.0 ‘ecoystem’ around tCn• identified influencers, esp trade bodies
Influence• some substantial communities• online, publications + PR/marketing profs• 3000 registered members in 13 months
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?)
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
pwcom.co.uk
Audit
• perceptions
• opportunities
• audience
• existing advocates
• resources
• competitors
• corporate readiness
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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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
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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Influence
• Participate
• identify influencers and opinion-formers
• establish and nurture relationships
• stay relevant
• feedback
• monitor, adjust …
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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MeasureCollaboration blog Collaboration website
WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
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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
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?
Measure• monitor social media ‘buzz’ (contd)
– numbers: Twitter followers, YouTube views, blog comments, etc– but 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
pwcom.co.uk
Summary/final points• like it or not, social media matters• multiple channels need more long-term, strategic
approach• need to integrate online and offline• authenticity is vital• in B2B, it’s about:
“People having useful conversations online”
pwcom.co.uk
Constructing Excellence - London, May 2011
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