Web. 2.0 Why Should I Care

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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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<p>Slide 1</p> <p>Web 2.0: Why Should I Care?</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>Tom FinanDirector of Business Developmentand MarketingHelmkamp Construction</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>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. </p> <p>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. </p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>Copyright</p> <p> This presentation is protected by U.S. and International copyright laws. Reproduction, distribution, display and use of the presentation without written permission is prohibited.</p> <p> 2010, Helmkamp Construction Co. </p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>Learning Objectives</p> <p> Understand basic Web 2.0 concepts and how to use them Identify how Web 2.0 is being used in the construction industry.</p> <p>Web 2.0 Its Everywhere!</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>5</p> <p> 2009 Paradowski Creative</p> <p>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. </p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>6</p> <p> 2009 Paradowski Creative</p> <p>Signs of Change</p> <p>91 percent of journalists say they use search engines to research stories and 78 percent online pressrooms.Pew Internet &amp; American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007</p> <p>88 percent of congressional staffers believe the mainstream media is influenced by blogs.Institute for Politics, Democracy and the Internet, GWU (April 2006)</p> <p>Seven in 10 C-Level executives believe the web is the MOST important source of business information.GartnerG2/Insight Express September 2006</p> <p>Over 75 percent of all U.S. consumers are onlinePew Internet &amp; American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>7</p> <p> 2009 Paradowski Creative</p> <p>Signs of Change</p> <p>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 &amp; Access Online Survey</p> <p>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)</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>8</p> <p> 2009 Paradowski Creative</p> <p>Social Media: A Fundamental Shift in Marketing</p> <p>A dialogue between and among individuals who form communitiesA decentralized sharing of thoughts and ideasThe ultimate in word-of-mouth marketing</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>9</p> <p> 2009 Paradowski Creative</p> <p>The Mass Media Model</p> <p>Edited and controlled content broadcast to mass audiences</p> <p>Source: Mike Arauz, Thoughts on New Media and Assorted Links</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>10</p> <p> 2009 Paradowski Creative</p> <p>The Social Media Model</p> <p>Ideas shared, adapted, changed and shared again, and again, and </p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>11</p> <p> 2009 Paradowski Creative</p> <p>Changing Communications Landscape </p> <p>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</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>12</p> <p> 2009 Paradowski Creative</p> <p>Web 1.0 vs. Web 2.0</p> <p>Web 1.0</p> <p>vs.</p> <p>Web 2.0</p> <p>Mapquest: presented the visitor with a static view of a map: provided zoom capabilities</p> <p>Google Maps:same capabilities but uses Ajax to provide the user with a smoother, faster experience; no waiting for an HTTP request</p> <p>Ofoto:allows users to upload their digital photos and get printouts</p> <p>Flickr:allows users to securely manage and share their photos in an online space</p> <p>Britannica Online:published encyclopedic information on the web</p> <p>Wikipedia:allows users to read, write, update and delete encyclopedia entries on the web</p> <p>Personal websites:individually created and maintained web sites with unique URLs</p> <p>MySpace:a common place to go where everybody is (or can be) your friend; allows you to post your photos, videos, music, blogs</p> <p>Directories:(taxonomy): the web site creator decided how the information was organized</p> <p>Tagging:(folksonomy): the users of the web site decide how they think the information fits into their worldview</p> <p>Stickiness:focus on driving users to the site and keeping them there</p> <p>Syndication:focus on disseminating content from the site out to the interested parties</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>13</p> <p> 2009 Paradowski Creative</p> <p>Social Media for Business</p> <p>Serves as a tool for internal collaboration and knowledge sharingAllows direct conversation and relationship building with customers Serves as a platform for thought leadership</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>14</p> <p> 2009 Paradowski Creative</p> <p>Social Media for Business</p> <p>Provides instant feedbackBuilds communityCritical to Search Engine Optimization</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>15</p> <p> 2009 Paradowski Creative</p> <p>Social Media and the Inc. 500</p> <p>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</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>16</p> <p> 2009 Paradowski Creative</p> <p>How are Companies Using Web 2.0</p> <p>External-facingCorporate messaging through blogsContent delivery optimization via RSSWikis for customer-contributed insightSocial networking for brand awareness</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>17</p> <p> 2009 Paradowski Creative</p> <p>How Companies Are Using Web 2.0?</p> <p>Internal-facingExecutive blogging to employeesCorporate communications via RSSWikis for collaborative document creationExpertise location services Dynamic applications</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>18</p> <p> 2009 Paradowski Creative</p> <p>Social Media Tools</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>19</p> <p>LinkedIn 60 Million Members</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>20</p> <p>Facebook 400 Million Members</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>21</p> <p>Twitter Nearing 10 Billion Tweets</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>22</p> <p>YouTube 100s of Millions of Views Per Day</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>23</p> <p>Wikis</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>24</p> <p>The Influence of Blogs</p> <p> 2009 Paradowski Creative</p> <p>80 - 100+ million blogs 50+ million indexed blogs &amp; 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)</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>25</p> <p>What is a Blog?</p> <p> 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.</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>26</p> <p>Common Characteristics of a Blog</p> <p>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.</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>27</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>28</p> <p>Why Blogs Matter</p> <p>Blogger creates or amplifies content (text, audio or video)Content syndicated via RSS/XML to other bloggers, subscribers and news aggregatorsContent indexed by search engines</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>29</p> <p>What is RSS?</p> <p>An acronym for Really Simple SyndicationA standard format for delivering website content to a subscriberA feed aggregator is a program that allows you to subscribe to the content of a website new content is delivered to you</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>30</p> <p>Power to the People</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>31</p> <p> 2009 Paradowski Creative</p> <p>Tracking and Measuring</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>32</p> <p>Building Connections</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>33</p> <p>The New Rules of Marketing</p> <p>Its about driving people into the purchasing process with great online contentIts authenticity, not spinIts participation, not propagandaIts direct communication at the moment and in the way your audience prefers, not one-way interruption Adapted from The New Rules of Marketing &amp; PR</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>34</p> <p>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 &amp; PR</p> <p> 2009 Paradowski Creative</p> <p>Rethinking the Web</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>35</p> <p>Web 2.0 The New Reality</p> <p>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 </p> <p> Eckart Walther, Yahoo! Inc., Vice-President, Product Management</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>36</p> <p>Three Purposes for Writing on the Web</p> <p>Communicate InformationDrive TrafficEase Interaction</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>37</p> <p>Content Drives Traffic</p> <p>Content (words, images, video) brings visitors</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>38</p> <p>Content Feeds Search Engines</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>39</p> <p>Social Interaction Drives Traffic</p> <p> 2009 Paradowski Creative</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>40</p> <p>Dialogue Drives Traffic</p> <p> 2009 Paradowski Creative</p> <p>Blogs, comments, customer reviews, discussion forums, Wikis</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>41</p> <p>Reputation Influences Search</p> <p> 2009 Paradowski Creative</p> <p>Reputation, Page Rank, Authority, Keywords, Advertising &amp; Analytics</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>42</p> <p>Writing for Interaction</p> <p>Language is the main interface on most websites Content is useless if your users cant find itWebsite copy is often the most overlooked part of a website design projectWebsite copy is usually the MOST important part of your website</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>43</p> <p> 2009 Paradowski Creative</p> <p>Copy Should Be Brand-Appropriate</p> <p>A brand is more than a logoYou cant create a brandYour brand is what others believe about youYour brand is how you behave and how you communicateYou can create a brandIt takes more than words or imagesIts a change of purpose and behaviorBe true to who you are or change who you are</p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>44</p> <p> 2009 Paradowski Creative</p> <p>Four Cornerstones of Your Brand</p> <p>EXEMPLIFY Your brand in everything you do.Whatever youre 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 "Es" that form this cornerstone. </p> <p>AGCs 91st Annual Convention &amp; Pavilion March 17-20, 2010 Orlando</p> <p>45</p> <p>Web 2.0 Is a Conversation</p> <p>Lets begin YOUR conversation now with some Q&amp;A!</p> <p>Tom FinanDirector of Business Developmentand MarketingHelmkamp Constructiontfinan@helmkamp.com618.251.2600, ext. 233 314.517.2466 (cell)</p>