construction pr and marketing in the digital age

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: paul.wilkinson@pwcom.co.ukTel: +44 (0)20 8858 1104

mob: 07788 445920Twitter: @EEPaul

http://www.google.com/profiles/paul.wilkinson19

Getting Social