web. 2.0 why should i care

Web 2.0: Why Should I Care?

AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

Tom FinanDirector of Business Developmentand MarketingHelmkamp Construction


The Associated General Contractors of America (AGC) is a Registered Provider with The American Institute of Architects Continuing Education Systems. Credit earned on completion of this program will be reported to CES Records for AIA members. Certificates of Completion are available on request.

• This program is registered with the AIA/CES for continuing professional education. As such it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.


Copyright

This presentation is protected by U.S. and International copyright laws. Reproduction, distribution, display and use of the presentation

without written permission is prohibited.

© 2010, Helmkamp Construction Co.


Learning Objectives

• Understand basic Web 2.0 concepts and how to use them• Identify how Web 2.0 is being used in the construction industry.

Web 2.0 – It’s Everywhere!


© 2009 Paradowski Creative

Web 2.0: A second-generation of Internet-based services — such as social networking sites, Wikis, communication tools, mobile/wireless and blogs that let people collaborate and share information.



Signs of Change• 91 percent of journalists say they use search engines to research stories and

78 percent online pressrooms.Pew Internet & American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007

• 88 percent of congressional staffers believe the mainstream media is influenced by blogs.Institute for Politics, Democracy and the Internet, GWU (April 2006)

• Seven in 10 C-Level executives believe the web is the MOST important source of business information.GartnerG2/Insight Express September 2006

• Over 75 percent of all U.S. consumers are onlinePew Internet & American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007



Signs of Change

• Analysts turn to the major search engines in unprecedented numbers to conduct research (98 percent) and find news (85 percent).Forrester’s NACTAS Q4 2006 North American Devices & Access Online Survey

• 60 percent of online buyers selected "consumer reviews" when asked to note their most trusted information source compared with 31 percent who indicated newspapers or magazines. Consumer study by J.C. Williams Group, Sponsored by Visa and Yahoo! Canada (July 2007)



Social Media: A Fundamental Shift in Marketing

• A dialogue between and among individuals who form communities

• A decentralized sharing of thoughts and ideas

• The ultimate in word-of-mouth marketing



The Mass Media Model

Edited and controlled content broadcast to mass audiences

Source: Mike Arauz, Thoughts on New Media and Assorted Links



The Social Media Model

Ideas shared, adapted, changed and shared again, and again, and …



Changing Communications Landscape

• A shift from push to pull• New sources of influence and information: online

becoming MORE influential than traditional channels in many cases

• Control has passed to the information consumer — democratization of content creation and distribution

• Social media has arrived – brands and markets are conversations

• Trust and transparency are required



Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

Mapquest: presented the visitor with a static view of a map: provided zoom capabilities

Google Maps: same capabilities but uses Ajax to provide the user with a smoother, faster experience; no waiting for an HTTP request

Ofoto: allows users to upload their digital photos and get printouts

Flickr: allows users to securely manage and share their photos in an online space

Britannica Online: published encyclopedic information on the web

Wikipedia: allows users to read, write, update and delete encyclopedia entries on the web

Personal websites: individually created and maintained web sites with unique URLs

MySpace: a common place to go where everybody is (or can be) your friend; allows you to post your photos, videos, music, blogs

Directories: (taxonomy): the web site creator decided how the information was organized

Tagging: (“folksonomy”): the users of the web site decide how they think the information fits into their worldview

Stickiness: focus on driving users to the site and keeping them there

Syndication: focus on disseminating content from the site out to the interested parties



Social Media for Business

• Serves as a tool for internal collaboration and knowledge sharing

• Allows direct conversation and relationship building with customers

• Serves as a platform for thought leadership



Social Media for Business

• Provides instant feedback• Builds community• Critical to Search Engine Optimization



Social Media and the Inc. 500

•A survey of companies from the 2006 Inc. 500 list gauged the level of familiarity and usage of six forms of social media – blogging, podcasting, online video, message boards, social networking and wikis. •Of the 121 respondents, who were generally managers and other senior-level executives:

–42 percent claimed to be “very familiar ” with social networking–38 percent said they were “very familiar” with message boards –36 percent said they were “very familiar” with blogging

Dr. Nora Gamin Barnes and Eric MattsonThe Hype is Real: Social Media Invades the Inc. 500



How are Companies Using Web 2.0

• External-facing– Corporate messaging through blogs– Content delivery optimization via RSS– Wikis for customer-contributed insight– Social networking for brand awareness



How Companies Are Using Web 2.0?

• Internal-facing– Executive blogging to employees– Corporate communications via RSS– Wikis for collaborative document creation– Expertise location services – Dynamic applications



Social Media Tools


LinkedIn – 60 Million Members

© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

Facebook – 400 Million Members


Twitter – Nearing 10 Billion “Tweets”


YouTube – 100s of Millions of Views Per Day


Wikis


The Influence of Blogs


• 80 - 100+ million blogs • 50+ million “indexed” blogs

& 5+ million “active” blogs• 50,000 new blog posts daily – one new blog created every second• Much more language diversity than the English-dominated WWW• Social networking spaces already eclipsing blogs (MySpace alone has

1.4 million posts daily)


What is a Blog?

A blog is a type of website that is usually arranged in chronological order from the most recent ‘post’ (or entry) at the top of the main page to the older entries towards the bottom.


Common Characteristics of a Blog

• Blogs are usually (but not always) written by one person and are updated pretty regularly.

• Blogs are often (but not always) written on a particular topic.


Why Blogs Matter

1. Blogger creates or amplifies content (text, audio or video)

2. Content syndicated via RSS/XML to other bloggers, subscribers and news aggregators

3. Content indexed by search engines


What is RSS?

•An acronym for Really Simple Syndication•A standard format for delivering website content to a subscriber

•A feed aggregator is a program that allows you to subscribe to the content of a website — new content is delivered to you


Power to the People



Tracking and Measuring


Building Connections


The New Rules of Marketing

•It’s about driving people into the purchasing process with great online content

•It’s authenticity, not spin

•It’s participation, not propaganda

•It’s direct communication at the moment and in the way your audience prefers, not one-way interruption

— Adapted from The New Rules of Marketing & PR


As marketers understand the Web as a place to reach millions of micromarkets with precise messages just at the point of consumption, the way they create Web content changes dramatically. Instead of a one-size-fits-all Web site with a mass-market message, we need to create many

different microsites – with purpose-built landing pages and “just right” content – each aimed at a narrow target constituency.

— David Meerman Scott, The New Rules of Marketing & PR


Rethinking the Web


Web 2.0 – The New Reality

“It's no longer all about idly surfing and passively reading, listening, or watching. It's about doing: sharing, socializing, collaborating, and, most of all, creating…”

— Eckart Walther, Yahoo! Inc., Vice-President, Product Management


Three Purposes for Writing on the Web

•Communicate Information•Drive Traffic•Ease Interaction


Content Drives Traffic

» Content (words, images, video) brings visitors


Content Feeds Search Engines


Social Interaction Drives Traffic


Dialogue Drives Traffic


• Blogs, comments, customer reviews, discussion forums, Wikis


Reputation Influences Search


• Reputation, Page Rank, Authority, Keywords, Advertising & Analytics


Writing for Interaction• Language is the main interface

on most websites • Content is useless if your users can’t find it• Website copy is often the most overlooked

part of a website design project• Website copy is usually the MOST important

part of your website



Copy Should Be Brand-Appropriate

•A brand is more than a logo•You can’t create a brand

– Your brand is what others believe about you– Your brand is how you behave and how you communicate

•You can create a brand– It takes more than words or images– It’s a change of purpose and behavior

•Be true to who you are or change who you are



Four “Cornerstones of Your Brand”• EXEMPLIFY Your brand in everything you do.

– Whatever you’re great at, everything communicated inside and outside of your company should resonate that message.

• ESTABLISH AND STRENGTHEN your brand through associations.– These "associations" can be either internal or external.

• LET THE CONVERTED PREACH. – The way to make a "convert" is through the daily practice of a true

believer.• BACK THE TEAM IN THE FIELD.

– Empowerment, enthusiasm and education are the three "E’s" that form this cornerstone.


Web 2.0 Is a Conversation

Let’s begin YOUR conversation now with some Q&A!

Tom FinanDirector of Business Developmentand MarketingHelmkamp [email protected], ext. 233 314.517.2466 (cell)

web. 2.0 why should i care

Documents

american life

search engines

social media

news media

american journalism

tom finandirector

annual report

2009 paradowski