Community engagement: online, offline - it's a people thing

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Organisations might consider setting up their own communities rather than relying on Facebook or LinkedIn. This presentation stresses the importance of engaging with people offline as well as online to build interest and involvement, using 'hybrid events' to straddle the digital divide

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  • Community engagement: online, offline - it's a people thing

    1. 1. pwcom.co.uk London, 28 October 2010 Community engagement: online, offline – it’s a people thing CIPR Social Summer, #ciprsm, London by Paul Wilkinson
    2. 2. pwcom.co.uk video-fax-mobiletelephones-ICQ-IM–email– groupware–FTP–websites–texting-intranets– portals-video/tele-conferencing–extranets-web- conferencing-file-sharing(P2P)–discussionforums– homepages–wikis–podcasts-blogs–microblogs– RSS–socialnetworks–socialsearch–tagging–GPS- mashups–virtualworlds–AR–Web3.0–etc-etc WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS Face-to-face Hand drawings Physical models Written word Messengers Telegraph Photography Telephone Radio/audio Television Telex Printing
    3. 3. pwcom.co.uk Websites for … Web 2.0 is about … reading writing companies communities one-way two-way lecture conversation advertising word-of-mouth owning sharing (Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006) WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    4. 4. pwcom.co.uk Trad’l marketing/PR was about … Marketing/PR 2.0 is increasingly … B2C B2B B2C2B B2i2B one-to-many monologue control of message control of media many-to-many (C2C) dialogue user-generated content user self-publishing WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    5. 5. pwcom.co.uk Traditionally, websites … • Then … intranets, wikis • Now expanding Web 2.0 use • From learned societies to business breakfasts – fan groups – customer communities; distributor/dealer networks – cause-related sites established to share information about particular subjects – event sites (eg: to support conferences, festivals, etc) – readership communities – membership sites WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    6. 6. pwcom.co.uk Twitter • loads of people, companies, etc • Lists • TwitterLeagues • Twibes • #hashtags WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    7. 7. pwcom.co.uk Facebook • lots of people, pages, groups • difficult to find effective B2B use of Facebook • Interaction more important than ‘fans’ or ‘likes’ • Limited branding, etc WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    8. 8. pwcom.co.uk LinkedIn • lots of AEC groups • 85 “AEC” • 1,350 “architecture” • 2,135 “construction” • easy to join groups • some still very recruitment-focused • Limited branding, etc WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    9. 9. pwcom.co.uk RIBApedia • Research and education site • create profiles, share links, blogs, etc • built on MediaWiki WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    10. 10. pwcom.co.uk RIBA Knowledge Communities • beta project initially • relaunched within RIBA in early 2009 • hosted on Elgg • 918 site members (at 8 October 2009) WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    11. 11. pwcom.co.uk London, 28 October 2010 The Be2camp Story (so far) Built Environment Web 2.0 Barcamp Subtitle: the power of ‘hybrid events’
    12. 12. pwcom.co.uk June 2008
    13. 13. pwcom.co.uk Web 2.0 in practice Meetings via Skype Conversations via Twitter TimeAndDate to organise meeting times Meetings in Second Life blog, forum on Ning Google Groups Google Docs Just 2 emails
    14. 14. pwcom.co.ukNing site created 31 July 2008
    15. 15. pwcom.co.uk • World’s first ‘unconference’ focused on Web 2.0 for the built environment • Building Centre, London, 10 October 2008 • Free to attend • Participative • Online and face-to-face “Unconference”
    16. 16. pwcom.co.uk “Unplanning” Before a Be2camp event: • People volunteer to help, to speak, etc • Topics discussed online • Themes identified • Sponsors approached
    17. 17. pwcom.co.uk “Unhosting” At a Be2camp: • Running order agreed • Participants not delegates • Sessions streamed live • Live-blogging • Twitterfall
    18. 18. pwcom.co.uk “Open-sourcing” After a Be2camp: • Video on Ustream, YouTube • Photos on Flickr • Presentations on Slideshare • Live-blog, chat on Coveritlive • Discussions/downloads continue • All on www.be2camp.com
    19. 19. pwcom.co.uk First Be2camp statistics London, 10 October 2008 • c. 55 people attended (in real-life) • 183 unique visitors to be2camp website • CoverItLive feed: 47 unique visitors • At one point, 12 individuals watching the Be2camp live feed in Second Life • 8 sign-ups to Be2camp during day
    20. 20. pwcom.co.uk Second Be2camp • #Be2campnorth • Liverpool • 15 May 2009 • hashtag was one of the top buzz-words on Twitter.
    21. 21. pwcom.co.uk Be2camp membership growth Aug 2008 - 6 Oct 2009 0 50 100 150 200 250 300 350 400 aug sep oct nov dec jan feb mar apr may jun jul aug sep oct nov month TotalBe2campmembers 0 10 20 30 40 50 60 70 80 Joinersinmonth cumulative total monthly joiners Be2camp 10 Oct Be2camp North 15 May Be2camp Brum 12 Aug Be2camp WB 7-8 Oct eg: RIBAWEB 2.0 FACEBOOKTWITTERINTRO LINKEDIN NING SITES “Event-powered growth”
    22. 22. pwcom.co.uk Be2party
    23. 23. pwcom.co.uk Be2camp year two • Be2camp Brum, August 2009 • Be2camp@WorkingBuildings, October • SMWBe2camp February 2010 • Be2campEast 1 April 2010 • Be2campNW June 2010 • Be2camp Brum 2 August 2010
    24. 24. pwcom.co.uk Be2camp membership growth August 2008 - August 2010 0 50 100 150 200 250 300 350 400 450 500 550 aug sep oct nov dec jan feb mar apr may jun jul aug sep oct nov dec jan feb mar apr may jun jul aug month TotalBe2campmembers 0 10 20 30 40 50 60 70 80 90 100 110 Joinersinmonth cumulative total monthly joiners Event-driven growth (contd)
    25. 25. pwcom.co.uk Be2camp facilitating • RIBAforum09 – RIBA, 27 October 2009 • University of Dundee – - World Water Day workshop 22 March 2010 • BIFM – conference fringe workshop, 13 April 2010 • Sandwell MBC – social media workshops 26-27 April 2010
    26. 26. pwcom.co.uk • “Property Week” network • ‘Soft launch’ 25 September 2009 • 3,995 members (23/10/2010) WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    27. 27. pwcom.co.uk • “Building” magazine network • ‘Soft launch’ October 2009 • 1,292 members (23/10/2010) • Good Ning customisations • endorsement of Ning? or inexpensive UBM experiments? WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    28. 28. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    29. 29. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    30. 30. pwcom.co.uk Thirteen things to think about 1. Do we need an online community? 2. How will users benefit? 3. Who will run it? 4. Integration with other communications? 5. What rules will we have? 6. How will we work out what our community wants? 7. If we build it, will they come? 8. When they come, what will people do? 9. How will others in the organisation be involved? 10. Why are some users more active and vocal than others? 11. How big could your community be? 12. How will we measure the impact? 13. How will we fund the site? WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    31. 31. pwcom.co.uk Do we need an online community? • have a clear strategic reason to create and build an online community • Otherwise … How will we measure the impact? Think ‘outcomes’ WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    32. 32. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS Integration with other communications? People tend to be social in more than one place Think about related activities on: • blogs, websites, e-newsletters • Facebook, LinkedIn, YouTube, Flickr, Twitter, Slideshare, etc • offline (magazines, posters, events, etc)
    33. 33. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS Why are some users more active and vocal than others? Because they are… 90-9-1 (aka the 1% rule) … or 80-19-1 … or 75-20-5 … Lurkers, regulars, power users
    34. 34. pwcom.co.uk tCn • AEC community • launched March 2010 • hosted on Dolphin • 1644 site members (as at 28 October 2010) Using: blog, YouTube, Facebook, Twitter, RSS, and offline WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    35. 35. pwcom.co.uk London, 28 October 2010 Thank you and Good Eve-Ning! Contact: Paul Wilkinson Blog: www.pwcom.wordpress.com Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul

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