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The future of social media as a communication tool in Construction. Presented to Associated General Contractors national convention.

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Web 2.0: Why Should I Care?

AGCs 91st Annual Convention & Pavilion March 17-20, 2010 Orlando

Tom FinanDirector of Business Developmentand MarketingHelmkamp Construction

AGCs 91st Annual Convention & Pavilion March 17-20, 2010 Orlando

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.

AGCs 91st Annual Convention & Pavilion March 17-20, 2010 Orlando

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.

AGCs 91st Annual Convention & Pavilion March 17-20, 2010 Orlando

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 Its Everywhere!

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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.

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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

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Signs of Change

Analysts turn to the major search engines in unprecedented numbers to conduct research (98 percent) and find news (85 percent).Forresters 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)

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Social Media: A Fundamental Shift in Marketing

A dialogue between and among individuals who form communitiesA decentralized sharing of thoughts and ideasThe ultimate in word-of-mouth marketing

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The Mass Media Model

Edited and controlled content broadcast to mass audiences

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

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The Social Media Model

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

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Changing Communications Landscape

A shift from push to pullNew sources of influence and information: online becoming MORE influential than traditional channels in many casesControl has passed to the information consumer democratization of content creation and distributionSocial media has arrived brands and markets are conversationsTrust and transparency are required

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Web 1.0 vs. Web 2.0

Web 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

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Social Media for Business

Serves as a tool for internal collaboration and knowledge sharingAllows direct conversation and relationship building with customers Serves as a platform for thought leadership

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Social Media for Business

Provides instant feedbackBuilds communityCritical to Search Engine Optimization

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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 ofsocial 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 networking38 percent said they were very familiar with message boards 36 percent said they were very familiar with bloggingDr. Nora Gamin Barnes and Eric MattsonThe Hype is Real: Social Media Invades the Inc. 500

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How are Companies Using Web 2.0

External-facingCorporate messaging through blogsContent delivery optimization via RSSWikis for customer-contributed insightSocial networking for brand awareness

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How Companies Are Using Web 2.0?

Internal-facingExecutive blogging to employeesCorporate communications via RSSWikis for collaborative document creationExpertise location services Dynamic applications

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Social Media Tools

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LinkedIn 60 Million Members

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Facebook 400 Million Members

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Twitter Nearing 10 Billion Tweets

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YouTube 100s of Millions of Views Per Day

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Wikis

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The Influence of Blogs

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80 - 100+ million blogs 50+ million indexed blogs & 5+ million active blogs50,000 new blog posts daily one new blog created every secondMuch more language diversity than the English-dominated WWWSocial networking spaces already eclipsing blogs (MySpace alone has 1.4 million posts daily)

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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.

AGCs 91st Annual Convention & Pavilion March 17-20, 2010 Orla