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

pwcom .co.uk CIOB Hertfordshire – March 2012 • Who am I? Getting Social • What is social media? • Why does social media matter? • What social media tools can we apply in construction? • How do we start? Paul Wilkinson (pwcom.co.uk) 3 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) 2 4

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 – Telephone Face-to-face Written word GPS – IoT – QR Telegraph Telex codes - mashups – Hand drawings Messengers virtual worlds – Photography Fax Radio – TV Physical Printing Augment ed realit y models computers – Web 3.0 – et c time 5 7 • 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 8

Why does Web 2.0 matter? 9 11 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 (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) 10 12

Why does Web 2.0 matter? Why does Web 2.0 matter? 100m • In November 2011, UK LinkedIn global membership passed 8 million users (July 2011- • Two thirds of UK professionals profiled Feb 2012) • 25% of FTSE100 hire via LinkedIn • 6.1m UK visits per month Now adding 750,000+ users per day 13 15 Why does Web 2.0 matter? Why does Web 2.0 matter? • 175m+ registered accounts (100m active) • UK: 24m visits to video-sharing sites in April 2011 • 250m Tweets/day (up from 2m/day in 2009) • c. 7m UK users • 19m unique UK visitors to YouTube • UK = 4th most active Twitter population (April 2011; up 12% on 2010) • 3.4% of UK social network traffic • 24% UK smartphone users access Twitter 14 16

Why does Web 2.0 matter? • biggest driver of UK mobile internet Why does Web 2.0 matter? adoption is social media • social networking services ( 57% ), ahead • Worldwide: of email (53%), search (42%) 181m blogs • 27% of UK population (December 2011) have smartphones Source: Ofcom Communications Market Report 2011 17 19 Why does Worldwide Web 2.0 matter? • Smartphone sales (100m) passed Why does Web 2.0 matter? sales of laptops (94m) in Q4 2010 • 78% UK homes • By 2014, mobile internet use now have will overtake desktop access broadband • “'Personal cloud' to eclipse internet access PC in just 2 years” - Gartner • Will top 80% But... next year • Only 20% of FTSE100 Source: Ofcom Communications websites support mobile Market Report 2011 Source: Techcrunch 18 20

Worldwide Web 2.0 • 63m tablet sales in 2011 Why does Web 2.0 matter? • Rise of new online media, eg: • 2015: 326m – The Construction Index – • IOS 46%, c. 317,000 visitors/mth Android 36% 2.1m page imps/mth by 2015 8,000 newsletter subscribers (email October 2011) Source: Gartner (Guardian, 22 September 2011) – Construction Enquirer – c. 74,000 unique visitors/mth 400,000 page impressions/mth 9,000 newsletter subscribers (August 2011) 21 23 Why does Web 2.0 matter? Why does Web 2.0 matter? • Decline of traditional print circulation, eg: • Old and new media adopting Web 2.0 – Building 2010 : 21,271 (down 15% from 25,017 in 2006) – Blogs, Twitter, video, RSS, etc – Construction News 2010 : 13,850 (down 42% from 23,728 in 2006) • “Paid Media” - advertising, sponsorship – Contract Journal – closed 2009 • “Owned media” - website, blog, Twitter • Shift from print to online – Paywalled websites, e-newsletters • “Earned Media” - 'WOM', 'buzz', 'viral' webinars, digital editions, etc 22 24

• Discussion forums 25 27 • Wikis – open – Wikipedia (visited by c.15m UK internet users in April 2011) – professional – RIBApedia – internal knowledge management • Fielden Clegg Bradley 26 28

• Blogs • Social networking • Individual – from personal (eg: Facebook) … • Corporate – to professional • Media (less Facebook, • Podcasts more LinkedIn) … – to AEC focused (some in Facebook, LinkedIn, or built on Ning, Elgg, socialGo) 29 31 • RSS – RSS publishing, from: • Bloggers • Media • Corporate • Search – Feed-readers • local or web-based: Google Reader, etc 5484 members 1654 members 30 32

• Tagging/ sharing 33 35 • Twitter • Sharing: • Personal – Presentations • Corporate – Meeting dates • Media – Reviews – Photos – Video – Travel – etc MentionMap 34 36

• Changing meetings/events • Location: Hybrid = online + face-2-face – Real world • Real-time sharing/ feedback • Multiple locations – Augmented reality • We are all broadcasters now! – Virtual world 37 39 • Changing events Changing PR – Virtual events • virtual stands • no travel • Online media • interact online – Digital news release – Opinion piece written in blog – Photos, video, slides incorporated • RSS, tweeted, shared, etc e-newsletters • • We are all publishers now! 38 40

Woobius New construction communications…. Showcase • Application to create iPhone/iPad apps for construction businesses • “portfolio in your pocket” • Innovation = differentiation 41 43 Changing AEC services, new opportunities OpenBuildings.com • Crowd-sourced wiki about buildings • Facility for local consultation • Marketing platform • iPhone, Android apps 42 44

Woobius Eye (in Beta) Localism: • Share camera • Democratic design view remotely • Community engagement • Mark-up and discuss in real-time • Conference call • Literally “see what I mean?” 45 49 Senubo (in Beta) • Social business for • Collaborative spaces construction • 360-deg photo tours • PC and smartphone • Share video, PPTs, • On-site data drawings, models, etc download and data • Enable dialogue (eg: capture supplier/specifier, • Real-time reporting designer/client) and status updates 48 50

Collaboration updates via Twitter DM? Project manager diary as a blog? Multi-media: - photos - video Why not? - timeline If not via Twitter... … maybe via internal networks, eg: 51 53 Flickr.com Location: • Cloud-based • Augmented reality photo-sharing • Rich mobile • Searchable information • Description • Tagging • Geo-location 52 55

GPS, AR, QR code link to documents, photos, a wiki? Bristol Water • Bentley Exor Street Works Manager • Streetworks map and register updated in real-time • Mash-up with traffic data • Public information 56 58 Supply chain and workforce management Real-time building services (or other) data by location “Internet of Things” Real-time feedback on building performance 57 59

Getting Social Getting Social 2. Engage Four steps: • update and communicate policy • Audit • integrate offline PR/marketing • Engage • adapt strategy • Influence • employ ‘netiquette’ • Measure • be responsive • remain honest, transparent • Is not ‘getting’ social anti-social? • recognise and reward engagement 60 62 Getting Social Getting Social 1. Audit 3. Influence • perceptions • Participate • opportunities • identify influencers and opinion-formers • audience • establish and nurture relationships • competitors • stay relevant • existing advocates • feedback • resources • monitor, adjust … • corporate readiness 61 63

Getting Social Six tips on getting social 4. Monitor and measure the online ‘buzz’ 1. start small • 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 66 Not Getting Social Six tips on getting social 'anti-social'? Know the risks... 2. involve • 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 67

Six tips on getting social Six tips on getting social 3. understand the opportunities/risks 5. don't ignore it and hope it will go away 68 70 Six tips on getting social Six tips on getting social 4. identify issue(s) 6. manage, monitor and moderate 69 71