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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 …

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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    • 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. 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. 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. 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. 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. pwcom.co.uk Twitter • loads of people, companies, etc • Lists • TwitterLeagues • Twibes • #hashtags WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    • 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. 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. 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. 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. 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. pwcom.co.uk June 2008
    • 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. pwcom.co.ukNing site created 31 July 2008
    • 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. pwcom.co.uk “Unplanning” Before a Be2camp event: • People volunteer to help, to speak, etc • Topics discussed online • Themes identified • Sponsors approached
    • 17. pwcom.co.uk “Unhosting” At a Be2camp: • Running order agreed • Participants not delegates • Sessions streamed live • Live-blogging • Twitterfall
    • 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. 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. pwcom.co.uk Second Be2camp • #Be2campnorth • Liverpool • 15 May 2009 • hashtag was one of the top buzz-words on Twitter.
    • 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. pwcom.co.uk Be2party
    • 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. 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. 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. 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. 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. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    • 29. pwcom.co.uk WEB 2.0 EVENINGPRE-WEB MORE NINGBE2CAMPINTRO TACTICS
    • 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. 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. 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. 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. 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. 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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