pwcom.co.uk CIMCIG/CAPSIG – Leeds – 23 May 2012 Construction PR and marketing: Getting social Paul Wilkinson (pwcom.co.uk)
Jan 23, 2015
pwcom.co.uk
CIMCIG/CAPSIG – Leeds – 23 May 2012
Construction PR and marketing: 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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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 – Apps - RFID -
tags – 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
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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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(Source: Role of Social Media in Commercial Property
RICS 2009 – Remit Consulting)
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Why does Web 2.0 matter?
More
interactive
mass media
Direct… real-time!
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Why does Web 2.0 matter?
• 800m global users= internet 2004
• 29.8m UK profiles
• 58% of all UKpeople online
• 52% of all UKsocial networkvisits
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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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c. 462m registeredaccounts
• 140m (c. 28%)'active'*
• 250m 'active'by end 2012
* Active = members who log in at least once a month
Source: www.mediabistro.com
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• UK = 4th largest Twitter population
• c. 24m Twitter accounts(38% population)
• c. 7m active UK users
• 7% of Tweeters =79% of UK Twitter traffic
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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 homesnow havebroadband internet access
• Will top 80%next year
Source: Ofcom CommunicationsMarket 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
of email (53%), search (42%)• 27% of UK population
have smartphones
Source: Ofcom Communications Market Report 2011
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Why does mobile Web 2.0 matter?
• Smartphone sales (100m) passedsales of laptops (94m) in Q4 2010
• By 2014, mobile internet usewill overtake desktop access
• “'Personal cloud' to eclipsePC in just 2 years” - Gartner
But...
• Only 20% of FTSE100websites support mobile
Source: Techcrunch
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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/mth2.1m page imps/mth8,000 newsletter subscribers (email October 2011)
– Construction Enquirer –c. 74,000 unique visitors/mth400,000 page impressions/mth9,000 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
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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 onNing, Elgg, socialGo)
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• Twitter• Personal• Corporate• Media
MentionMap
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• Tagging/sharing
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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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• Sharing:– Presentations– Meetings, polls– Reviews– Photos– Video– Location– etc
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Changing PR
• Online media– Digital news release– Opinion piece written in blog– Photos, video, slides incorporated
• RSS, tweeted, shared (LI, FB), 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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Good tweeting
• Beware:
– company and/or clientconfidentiality
– copyright issues
– defamation
– privacy of individual
– bringing company into disrepute
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Good tweeting
• Avoid conflicts of interest
–Disclose clientrelationships
–Clarify account'managers'
• Consider disclaimers
• Above all: honesty and integrity
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Good tweeting
• Stay (mainly) on-topic
• Keep it personal, not corporate
• Tweet regularly
• Be responsive
• Think long-term
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Good blogging
• Stay on-topic
• Keep it personal, not corporate
• Post regularly
• Be responsive to comments
• Think long-term
–what outcomes/reactions do you want?
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Good blogging
• Beware:
– 'Flogging'(fake blogging)
– 'Astro-turfing'
• Take care 'ghost-writing'or re-using others' content
• Have terms of reference,policies regarding subjectmatter, approval processes, etc
• Correct any errors quickly
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• Wikipedia guidance– CIPR working with
Wikimedia Foundation and Wikipedians on draft guidance for PRs
http://uk.wikimedia.org/wiki/Draft_best_practice_guidelines_for_PR
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Q&AThank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
Tech blog: www.extranetevolution.comPR blog: www.blog.pwcom.co.uk
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19
Getting Social