online: the rise and rise (updated aec web 2.0 presentation)
DESCRIPTION
social media for architecture, engineering and construction - an updated version of CIMCIG presentation. Created by Paul Wilkinson, June 2009TRANSCRIPT
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Online:the rise and rise
Paul Wilkinson
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Who am I?
worked in construction industry since 1987 in-house: Halcrow, Tarmac/Carillion, BIW pwcom clients: HBG, pcm, Microsoft, BIW
member of CIPR, IBP, Constructing Excellence author of guide to construction collaboration
technologies co-founder of Be2camp
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Agenda
Pre-web – PR and marketing Web 1.0 Web 2.0
What is Web 2.0 – a lightning tour Web 2.0 – putting it all together Why does Web 2.0 matter? Embracing Web 2.0: a three step plan + advice ROI
Final words
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‘pre-web’ PR and marketing
Mainly printed collateral and face-to-face: print advertising brochures, company magazines, newsletters media relations and other PR direct marketing market research events – exhibitions, conferences, etcStill important, but from 1993 …
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Web 1.0
Mid 1990s … first generation websites static pages instead of dynamic user-generated
content HTML ‘brochure-ware’, later PDFs limited interaction with site visitors some integration with email2009: 70%+ of UK have internet access
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Web 1.5
Since late 1990s … shared drives intranets – closed internal websites extranets – private websites shared, for
example, among project team members Message / discussion boards
But still mainly information-centric; interactivity limited
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Web 2.0 – aka: social media
Definitions: primarily internet- and mobile-based tools for
sharing and discussing information among human beings
the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
“People having conversations online”In business, also Enterprise 2.0
(Sources: Wikipedia; Kaizo)
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Web 1.0 vs. Web 2.0
Web 1.0 was about … Web 2.0 is about …
reading writing
companies communities
one-way two-way
lecture conversation
advertising word-of-mouth
owning sharing(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)
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Web 1.0 vs. Web 2.0
Trad’l marketing/PR
was about …
Marketing/PR 2.0
is increasingly …
B2C
B2B
B2C2B
B2i2B
one-to-many
monologue
control of message
control of media
many-to-many (C2C)
dialogue
user-generated content
user self-publishing
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Web 2.0 – a lightning tour
Discussion forums (eg: Building, Contract Journal, Constructing Excellence)
Wikis open – Wikipedia organisation – RIBApedia internal - Fielden Clegg Bradley
Blogs personal and work-related corporate media tool micro-blogging – Twitter
“Wisdom of
crowds”
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Web 2.0 – a lightning tour
RSS RSS publishing (from bloggers, media, corporate, search) Feed-readers (local or web-based: Newsgator, Google Reader,
etc)
Social networking from personal (eg: Facebook, MySpace, Bebo) … to professional (Facebook, LinkedIn) … to
networks/communities (eg: Be2camp - built on Ning platform) Social search (eg: Wikia)
Bookmarking/sharing (eg: Delicious, Digg, etc)
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Web 2.0 – a lightning tour
Sharing: Documents, etc (eg: Google Apps, Huddle, Box.net) Voice over IP – Skype Calendar – Google Calendar, Timebridge Photos – Flickr Video – YouTube Stuff – Freecycle
Mashups: Mapping (Google Maps, OSM)time-lines (Dipity)
Virtual worlds – eg: Second Life
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The digital news release release issued as a webpage, linked via RSS or a URL – no
attachments, can be updated as necessary URL disseminated by email, Twitter, SMS, IM easily monitored – eg: number of unique visitors, time spent reading,
downloads bespoke pages for different journalists –
with different URLs for distribution includes social bookmark tools –
page can be shared via Reddit, Digg, etc multimedia content – eg: YouTube video,
high and low-res images, PDFs, etc content tagged with keywords
Web 2.0 – putting it all together
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Be2camp – Built Environment and Web 2.0
community
‘unconferences’ organised using Web 2.0 tools
50+ attendees in London
180 online during the day
Web 2.0 – putting it all together
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Why does Web 2.0 matter?
Context: 70% UK homes have PC or laptop 65% have home internet access (58% via broadband) 71% UK adults access internet 41% of UK adults accessed blogs during August 2008 c. 20m UK people on Facebook not just Gen Y: Facebook users in 35-54 age range currently
doubling every two months 2m+ UK LinkedIn users 27.4m people watched online videos during May 2008
(Sources: Ofcom, ComScore, BBC, LinkedIn – all 2008)
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Embracing Web 2.0
Audit Engage Influence
Some advice
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Embracing Web 2.0 - Audit
perceptions of company/brand/product – 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.
corporate readiness – policies/procedures
resources – people, training, tools, time
competitors – what are they doing? Lessons?
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audit - Crittall Windows
5 blog articles (Bloglines) 15 YouTube videos 173 photos on Flickr 7 Wikipedia mentions ex-employee group on Facebook 2 discussion board posts
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audit - Crittal Windows (misspelt)
16 blog articles (Google blogs search) 18 more tagged photos on Flickr 1 mention on Twitter 16 discussion posts
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Embracing Web 2.0 - Engage
update and communicate policy – keep 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
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Embracing Web 2.0 - Influence
participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion
identify key influencers and opinion-formers establish and nurture relationships feedback – report back external perceptions, testimonials, etc
monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
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Embracing Web 2.0 – some advice
start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network
invest wisely – Many proven tools are low/no cost to start. Learning and using them, however, requires time, as does finding the right people to use them
manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)
identify issue, then respond (not vice versa) – eg: blog for a reason, not just because you can
identify the opportunities/risks – social media may change organisation dynamics; is your organisation ready to be more communicative?
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Embracing Web 2.0 - ROI
monitor social media ‘buzz’ Google Analytics, Alexa - traffic to/from blogs, websites, etc Technorati blog authority Numbers of Twitter followers, YouTube views, etc Growth of online communities, etc
But not just quantity – look at quality (eg: sentiment)
‘crowd-sourced’ feedback on company/products customer loyalty, word of mouth recommendations number of sales leads (Dell’s Twitter-only deals earned $1m) improved recruitment increased media coverage (eg: thought leadership) brand equity
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Why does Web 2.0 matter?
“The only thing worse than being talked about is not being talked about.”
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Online:the rise and rise
[email protected]://www.pwcom.co.ukTwitter: @EEPaulTel: 020 8858 1104, mob 07788 445920
To find out more…