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Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
Entrepreneurs getting social - B2B PR and social media
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Entrepreneurs getting social - B2B PR and social media

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Presentation to Cass Entrepreneurs Network at Chartered Institute of Public Relations, London on 4 May 2011

Presentation to Cass Entrepreneurs Network at Chartered Institute of Public Relations, London on 4 May 2011

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  • All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
  • Quick overview of this presentation.
  • Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
  • Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
  • Let’s take a quick tour First off – discussion forums
  • Network of contacts
  • US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
  • US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
  • Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
  • Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
  • Now combining wider range of tools and techniques with event management – and adding capabilities such as broadcasting previously too expensive for most budgets. My Slidecast got 481 views in the first week after it was published on SlideShare.
  • Perceptions – positive/negative/ neutral; reach, influence, volume, trends Opportunities - – potential themes, targets, messages, categories, focus, niche expertise audience – are targets web 2.0-savvy, receptive? existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones. resources – people, training, tools, time competitors – what are they doing? Lessons? corporate readiness – policies/procedures, IDs/domains/etc
  • keep internal procedures up-to-date integrate offline PR/marketing – be consistent adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing, not just PR employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual be responsive – timely engagement is vital remain transparent – honesty and integrity at all times recognise and reward involvement What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)
  • Participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion stay relevant – content is king, no ‘hard sell’, persevere feedback – report back external perceptions, testimonials, etc monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary
  • London Festival of Architecture Technology Strategy Board - Collaboration Café Industry funding competitions University exhibition rooms for degree shows
  • All the Woobians on Twitter – even interns Woobius Scribbles blog Woobius YouTube channel Events – used Be2camp Web 2.0 community to help get word of mouth recommendation Web 2.0 awards events
  • Used all social media to help build awareness, including LinkedIn, Twitter, YouTube, etc Good use of video Good use of existing offline organisations – conventional bodies looking for ‘save’ networking (and no recruiters) Created a rival community to existing ones run by a major publisher, so media relations had to focus on rivals and online media Got marketing and PR people to test out functionality and recommend changes that would suit their clients, etc
  • Transcript

    • 1. Entrepreneurs "getting social" – practical lessons in applying Web 2.0 Paul Wilkinson (pwcom.co.uk)
    • 2. WEB 2.0 PR 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 3. <ul><li>Who am I? </li></ul><ul><li>What is Web 2.0? </li></ul><ul><li>What does it include? </li></ul><ul><li>Why does Web 2.0 matter? </li></ul><ul><li>PR 2.0: applying Web 2.0 to B2B PR </li></ul><ul><ul><li>audit, engage, influence, measure </li></ul></ul><ul><li>Getting social </li></ul><ul><ul><li>three mini case studies </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 4. <ul><li>Who am I? </li></ul><ul><li>B2B PR professional since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </li></ul></ul><ul><ul><ul><li>BIW won Building magazine “Entrepreneur of the year 2006” </li></ul></ul></ul><ul><ul><li>consultancy: B2B entrepreneur clients: 4Projects, BIW, Earthshine, Slider Studio, tCn, Vertice, Woobius </li></ul></ul><ul><li>Author </li></ul><ul><li>Wikipedian (2003) , blogger (2005), tweeter (2008) </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 5. <ul><li>Web 2.0 - Definitions: </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><ul><li>“ globally distributed, near instant, person to person conversations” </li></ul>(Sources: Wikipedia ; Kaizo; Euan Semple) WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 6. WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 7. WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 8. <ul><li>Discussion forums </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 9. <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 </li></ul></ul><ul><ul><ul><li>Fielden Clegg Bradley </li></ul></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 10. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 11. <ul><li>Twitter </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Lists </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 12. <ul><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><li>Feed-readers </li></ul></ul><ul><ul><ul><li>local or web-based: Google Reader, etc </li></ul></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 13. <ul><li>Social networking </li></ul><ul><ul><li>from personal (eg: Facebook ) … </li></ul></ul><ul><ul><li>to professional (less Facebook, more LinkedIn ) … </li></ul></ul><ul><ul><li>to industry focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 14. 1581 members 5110 members WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 15. <ul><li>Tagging/sharing, eg </li></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Reddit, etc </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 16. <ul><li>Sharing: </li></ul><ul><ul><li>presentations </li></ul></ul><ul><ul><li>reviews </li></ul></ul><ul><ul><li>photos </li></ul></ul><ul><ul><li>video </li></ul></ul><ul><ul><li>location </li></ul></ul><ul><ul><li>etc </li></ul></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 17. … so why does Web 2.0 matter? Changing habits ! WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 18. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have broadband internet access </li></ul><ul><li>Will top 80% within three years </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 19. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media </li></ul><ul><li>70% of daily mobile internet users use social media </li></ul><ul><li>31% of UK people access internet via mobile phone/tablet (ie: more than via laptop - 26%) </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 20. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>30m+ UK people profiled on Facebook </li></ul><ul><li>ie: 2m in c. 5mths </li></ul><ul><li>Over 2 out of 3 UK internet users have active Facebook accounts </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011
    • 21. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In December 2010, LinkedIn passed five million UK members </li></ul><ul><li>One million added in six months </li></ul><ul><li>Over one third of UK professionals profiled on LinkedIn </li></ul><ul><li>25% of FTSE100 companies hire via LinkedIn </li></ul><ul><li>5% of LinkedIn users account for 49% of UK LinkedIn activity </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 22. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>c. 4m UK users by January 2010 </li></ul><ul><li>7% of Tweeters account for 79% of UK Twitter traffic </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 23. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos watched in UK </li></ul><ul><li>2.5bn of those visits made to YouTube (up 17% on 2009) </li></ul><ul><li>Facebook now 4 th most important for video (up 205%) </li></ul>WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 24. WEB 2.0 PR 2.0 Q &amp; A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Changing media relations </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><li>Easily tweeted </li></ul></ul><ul><ul><li>Easily bookmarked </li></ul></ul><ul><ul><li>Associated multimedia </li></ul></ul><ul><li>We are all publishers now! </li></ul>
    • 25. WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? <ul><li>Changing websites </li></ul><ul><ul><li>Online ‘media centre’ </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Twitter, Facebook, LinkedIn, YouTube, etc </li></ul></ul><ul><ul><li>More interactive content </li></ul></ul><ul><ul><li>SEO, more measurement </li></ul></ul>PR 2.0 CONTEXT
    • 26. WEB 2.0 Q &amp; A TODAY WHO, ME? GETTING SOCIAL? <ul><li>Changing events </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sharing/feedback </li></ul></ul></ul><ul><ul><ul><li>Multiple locations </li></ul></ul></ul><ul><li>We are all broadcasters now! </li></ul>TOUR PR 2.0 CONTEXT
    • 27. <ul><li>PR 2.0: Embracing Web 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul><ul><li>Measure </li></ul><ul><li>Not ‘getting’ social (anti-social?) </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT
    • 28. <ul><li>Audit </li></ul><ul><li>perceptions </li></ul><ul><li>opportunities </li></ul><ul><li>audience </li></ul><ul><li>existing advocates </li></ul><ul><li>resources </li></ul><ul><li>competitors </li></ul><ul><li>corporate readiness </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT
    • 29. <ul><li>Engage </li></ul><ul><li>update and communicate policy </li></ul><ul><li>integrate offline PR/marketing </li></ul><ul><li>adapt strategy </li></ul><ul><li>employ ‘netiquette’ </li></ul><ul><li>be responsive </li></ul><ul><li>remain honest, transparent </li></ul><ul><li>recognise and reward engagement </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT
    • 30. <ul><li>Influence </li></ul><ul><li>Participate </li></ul><ul><li>identify influencers and opinion-formers </li></ul><ul><li>establish and nurture relationships </li></ul><ul><li>stay relevant </li></ul><ul><li>feedback </li></ul><ul><li>monitor, adjust … </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT
    • 31. <ul><li>Measure </li></ul><ul><li>monitor social media ‘buzz’ (contd) </li></ul><ul><ul><li>numbers: Twitter followers, YouTube views, blog comments, etc </li></ul></ul><ul><ul><li>but not just quantity – look at quality (eg: sentiment) </li></ul></ul><ul><li>increased media coverage (eg: thought leadership) </li></ul><ul><li>‘ crowd-sourced’ feedback on company/products </li></ul><ul><li>customer loyalty, word of mouth recommendations </li></ul><ul><li>but above all : business outcomes, eg: </li></ul><ul><ul><li>number of qualified sales leads </li></ul></ul><ul><ul><li>software or white-paper downloads, event registrations, etc </li></ul></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT
    • 32. <ul><li>Slider Studio </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT <ul><li>architects turned software developers </li></ul><ul><li>developing new Web 2.0 product </li></ul><ul><li>learning by doing </li></ul>
    • 33. WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR CONTEXT GETTING SOCIAL? PR 2.0 <ul><li>Slider Studio – learning PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>Web 2.0 product needed Web 2.0 mindset </li></ul><ul><li>University/research = opportunities </li></ul><ul><li>Engage </li></ul><ul><li>started tweeting, blogging, YouTube, etc </li></ul><ul><li>used events effectively (TSB, EBN, Be2camp) </li></ul><ul><li>Influence </li></ul><ul><li>StickyWorld used for London Festival of Architecture </li></ul><ul><li>100s of sign-ups via ‘word of mouse’ recommendation </li></ul>
    • 34. <ul><li>Woobius </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT <ul><li>also architects turned software developers </li></ul><ul><li>start-up with little PR budget …but social-savvy </li></ul><ul><li>wanted low cost, fast, trackable comms </li></ul>
    • 35. WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT <ul><li>Woobius – applying PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>competitors not using Web 2.0 </li></ul><ul><li>Web 2.0 good to reach AEC ‘innovators’ </li></ul><ul><li>Engage </li></ul><ul><li>all individuals empowered, ‘netiquette’ </li></ul><ul><li>conversations, online and at events </li></ul><ul><li>Influence </li></ul><ul><li>Woobius covered in key blogs </li></ul><ul><li>innovation awards (useful for funding!) </li></ul><ul><li>11,000 registered users after two years </li></ul>
    • 36. <ul><li>tCn: </li></ul><ul><li>the Construction Network </li></ul>WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT <ul><li>Web 2.0 ‘newbie’ saw community opportunity </li></ul><ul><li>appointed Web 2.0 expert advisors </li></ul><ul><li>almost 24/7 hands-on </li></ul>
    • 37. WEB 2.0 Q &amp; A TODAY WHO, ME? TOUR GETTING SOCIAL? PR 2.0 CONTEXT <ul><li>tCn – supporting PR 2.0 </li></ul><ul><li>Audit </li></ul><ul><li>little Web 2.0 know-how or ‘netiquette’ </li></ul><ul><li>AEC industry focus = differentiation </li></ul><ul><li>Engage </li></ul><ul><li>built Web 2.0 ‘ecoystem’ around tCn </li></ul><ul><li>identified influencers, esp trade bodies </li></ul><ul><li>Influence </li></ul><ul><li>some substantial communities </li></ul><ul><li>online, publications + PR/marketing profs </li></ul><ul><li>3000 registered members in 13 months </li></ul>
    • 38. <ul><li>Summary/final points </li></ul><ul><li>like it or not, social media matters </li></ul><ul><li>multiple channels need more long-term, strategic approach </li></ul><ul><li>need to integrate online and offline </li></ul><ul><li>authenticity is vital </li></ul><ul><li>in B2B, it’s about ‘people having useful conversations online’ </li></ul><ul><li>‘ useful’ = achievement of defined business objectives </li></ul>
    • 39. Q&amp;A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.blog.pwcom.co.uk Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

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