Be2camp PR and Marketing for construction businesses in a Web 2.0 world

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PR and Marketing for construction businesses in a Web 2.0 world - presentation by Paul Wilkinson to Be2campnorth, Liverpool, 15 May 2009

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Be2camp PR and Marketing for construction businesses in a Web 2.0 world

  1. 1. Online: the rise and rise Paul Wilkinson
  2. 2. ‘ Before web’ <ul><li>Print and paper, face-to-face </li></ul><ul><li>Print advertising </li></ul><ul><li>Media relations and other PR </li></ul><ul><li>Direct marketing </li></ul><ul><li>Events – exhibitions, conferences, etc </li></ul><ul><li>Still important, but from 1993 … </li></ul>
  3. 3. Web 1.0 <ul><li>Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages instead of dynamic user-generated content </li></ul><ul><li>HTML ‘brochure-ware’, later PDFs </li></ul><ul><li>limited interaction with site visitors </li></ul><ul><li>some integration with email </li></ul>
  4. 4. Web 1.5 <ul><li>Since late 1990s … </li></ul><ul><li>Shared drives </li></ul><ul><li>Intranets – closed internal websites </li></ul><ul><li>Extranets – private websites shared, for example, among project team members </li></ul>
  5. 5. Web 2.0 – aka: social media <ul><li>Definitions: </li></ul><ul><li>primarily internet- and mobile-based tools for sharing and discussing information among human beings </li></ul><ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ People having conversations online” </li></ul>(Sources: Wikipedia ; Kaizo)
  6. 6. Web 1.0 v Web 2.0 (Sources: Joe Drumgoole’s Copacetic ; Darrenbarefoot.com 2006 ) sharing owning word-of-mouth advertising conversation lectures two-way one-way communities companies writing reading Web 2.0 is about … Web 1.0 was about …
  7. 7. Web 2.0 – a lightning tour <ul><li>Discussion forums (eg: Building , Contract Journal , Constructing Excellence ) </li></ul><ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia </li></ul></ul><ul><ul><li>organisation – RIBApedia </li></ul></ul><ul><ul><li>internal - Fielden Clegg Bradley </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>personal but work-related </li></ul></ul><ul><ul><li>corporate </li></ul></ul><ul><ul><li>media tool </li></ul></ul><ul><ul><li>micro-blogging – Twitter </li></ul></ul>“ Wisdom of crowds”
  8. 8. Web 2.0 – a lightning tour <ul><li>Discussion forums </li></ul><ul><ul><li>Building </li></ul></ul><ul><ul><li>Constructing Excellence </li></ul></ul><ul><li>Home pages </li></ul><ul><ul><li>Static to configurable </li></ul></ul><ul><ul><li>iGoogle , Google Alerts </li></ul></ul><ul><li>Wikis </li></ul><ul><ul><li>Open - Wikipedia </li></ul></ul><ul><ul><li>Organisation - RIBApedia </li></ul></ul><ul><ul><li>Internal - Fielden Clegg Bradley </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Personal but work-related – eg: ExtranetEvolution.com </li></ul></ul><ul><ul><li>Corporate – eg: SaaStainability.com </li></ul></ul><ul><ul><li>Media tool – eg: ZeroChampion , The CJ Foreman , Brickonomics </li></ul></ul><ul><ul><li>Micro-blogging – Twitter: personal , corporate , media </li></ul></ul>“ Wisdom of crowds”
  9. 9. Web 2.0 – a lightning tour <ul><li>RSS </li></ul><ul><ul><li>Feed-readers (local or web-based: Newsgator , Google Reader , etc) </li></ul></ul><ul><ul><li>RSS publishing (from bloggers, media, corporate, search) </li></ul></ul><ul><li>Social networking </li></ul><ul><ul><li>From personal (MySpace, Bebo) … </li></ul></ul><ul><ul><li>… to professional ( Facebook , LinkedIn ) … to networks/groups ( Ning ) </li></ul></ul><ul><li>Social search ( Wikia ) , tagging/sharing ( Del.icio.us , Digg, Mag.nolia) </li></ul><ul><li>Sharing: </li></ul><ul><ul><li>Documents, presentations, etc (eg: Google Apps) </li></ul></ul><ul><ul><li>Voice over IP - Skype </li></ul></ul><ul><ul><li>Calendar - Google Calendar; fixing meetings ( Doodle ) </li></ul></ul><ul><ul><li>Photos - Flickr </li></ul></ul><ul><ul><li>Video - YouTube </li></ul></ul><ul><ul><li>Stuff - Freecycle </li></ul></ul><ul><li>Mashups: Mapping (Google Maps), time-lines ( Dipity ) </li></ul><ul><li>Virtual worlds – eg: Second Life </li></ul>
  10. 10. audit - Crittall Windows <ul><li>5 blog articles (Bloglines) </li></ul><ul><li>15 YouTube videos </li></ul><ul><li>173 photos on Flickr </li></ul><ul><li>7 Wikipedia mentions </li></ul><ul><li>At least one employee on Facebook (plus a FB group – the Silver End Appreciation Society – with 99 members) </li></ul>
  11. 11. audit - Crittal Windows (misspelt) <ul><li>16 blog articles (Google blogs search) </li></ul><ul><li>18 more photos on Flickr </li></ul><ul><li>1 mention on Twitter </li></ul>
  12. 12. Oscar Wilde <ul><li>“ The only thing worse than being talked about is not being talked about.” </li></ul>

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