Online: the rise and rise. How Web 2.0 is changing construction PR and marketing


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Slides used at Be2camp Brum (12 August 2009). Opening presentation gave an overview of the range of social media tools available for use in corporate PR and marketing (not solely for construction organisations - but that was the main focus of the event)

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Online: the rise and rise. How Web 2.0 is changing construction PR and marketing

  1. 1. Online:the rise and rise<br />Paul Wilkinson<br />
  2. 2. Agenda<br />before web<br />Web 1.0<br />Web 2.0<br />What is Web 2.0 – a lightning tour<br />Web 2.0 – putting it all together<br />Why does Web 2.0 matter?<br />Final words<br />
  3. 3. ‘Before web’<br />Mainly printed collateral and face-to-face:<br />print advertising<br />brochures, company magazines, newsletters<br />media relations and other PR<br />direct marketing<br />market research<br />events – exhibitions, conferences, etc<br />Still important, but from 1993 …<br />
  4. 4. Web 1.0<br />Mid 1990s …<br />first generation websites<br />static pages instead of dynamic user-generated content<br />HTML ‘brochure-ware’, later PDFs<br />limited interaction with site visitors<br />some integration with email<br />
  5. 5. Web 1.5<br />Since late 1990s …<br />shared drives<br />intranets – closed internal websites<br />extranets – private websites shared, for example, among project team members<br />But still mainly information-centric <br />
  6. 6. Web 2.0 – aka: social media<br />Definitions:<br />primarily internet- and mobile-based tools for sharing and discussing information among human beings<br />the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.<br />“People having conversations online”<br />In business, also Enterprise 2.0<br />(Sources: Wikipedia; Kaizo)<br />
  7. 7. Web 1.0 vs. Web 2.0<br />(Sources: Joe Drumgoole’s Copacetic; 2006)<br />
  8. 8. Web 1.0 vs. Web 2.0<br />
  9. 9. Web 2.0 – a lightning tour<br />Discussion forums (eg: Building, Contract Journal, Constructing Excellence)<br />Wikis<br />open – Wikipedia<br />organisation – RIBApedia<br />internal - Fielden Clegg Bradley<br />Blogs<br />personal and work-related <br />corporate <br />media tool <br />micro-blogging – Twitter<br />“Wisdom of crowds”<br />
  10. 10. Web 2.0 – a lightning tour<br />RSS<br />RSS publishing (from bloggers, media, corporate, search)<br />Feed-readers (local or web-based: Newsgator, Google Reader, etc)<br />Social networking<br />from personal (eg: MySpace, Bebo, Facebook) …<br />to professional (Facebook, LinkedIn) … to networks/communities (eg: Be2camp - built on Ning platform)<br />Social search (eg: Wikia)<br />Tagging/sharing (eg: Delicious, Digg, etc)<br />
  11. 11. Web 2.0 – a lightning tour<br />Sharing:<br />Documents, presentations, etc (eg: Google Apps)<br />Voice over IP – Skype<br />Calendar - Google Calendar; fixing meetings (Doodle)<br />Photos – Flickr<br />Video – YouTube<br />Stuff – Freecycle<br />Mashups: Maps (Google Maps, OSM), timelines (Dipity)<br />Virtual worlds – eg: Second Life<br />
  12. 12. The digital news release<br />release issued as a webpage, linked via RSS or a URL – no attachments, can be updated as necessary<br />URL disseminated by email, Twitter, SMS, IM<br />easily monitored – eg: number of unique visitors, time spent reading, downloads<br />bespoke pages for different journalists –with different URLs for distribution<br />includes social bookmark tools –page can be shared via Reddit, Digg, etc<br />multimedia content – eg: YouTube video,high and low-res images, PDFs, etc<br />content tagged with keywords<br />Web 2.0 – putting it all together<br />
  13. 13. Be2camp – Built Environment and Web 2.0 community<br />2008 ‘unconference’ organised using Web 2.0 tools<br />50+ attendees in London<br />180 online during the day<br />Web 2.0 – putting it all together<br />
  14. 14. Crowd-sourcing tools for marketing:<br />Logo design = 99designs<br />run an online competition to design a logo to meet your brief<br />Brand names = namethis<br />“48-hour contest to find a brand name for your venture. The namethis community suggests names, and then votes on the best ones” ($99)<br />Product design and manufacturing = Ponoko<br />take a picture of a sketch, upload it, and then wait for designers to tell you how much it would cost to have made for real<br />Product redesign = redesignme<br />“platform where communities and companies collaborate on new / revamped products and services.”<br />Software & usability testing = uTest<br />Images = Flickr<br />Web 2.0 – putting it all together<br />
  15. 15. Why does Web 2.0 matter?<br />Context:<br />70% UK homes have PC or laptop<br />65% have home internet access (58% via broadband)<br />71% UK adults access internet<br />41% of UK adults accessed blogs during August 2008<br />30% of British adults have a social networking profile<br />Half UK&apos;s online population have a Facebook profile and spend an average of nearly six hours a month on the site <br />not just Gen Y: 35% of Facebook users in 35-54 age range<br />2m+ UK LinkedIn users; 2.6m UK Twitter users<br />27.4m people watched online videos during May 2008<br />(Sources: Ofcom, ComScore, BBC, LinkedIn – 2008, 2009)<br />
  16. 16. Why does Web 2.0 matter?<br />“The only thing worse than being talked about is not being talked about.”<br />
  17. 17. Online:the rise and rise<br />To find out more…<br /><br /><br />Twitter: @EEPaul<br />Tel: 020 8858 1104, mob 07788 445920<br />