Lessons in applying Web 2.0 to construction PR and marketing

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Lessons in applying Web 2.0 to construction PR and marketing

Lessons in applying Web 2.0 to construction PR and marketing

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  • Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
  • Logo design = 99designs run an online competition to design a logo to meet your brief – 45,000 designers! Brand names = namethis “ 48-hour contest to find a brand name for your venture. The namethis community suggests names, and then votes on the best ones” ($99)
  • US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers. Interestingly, microblogging service Twitter ranked higher among b-to-b (70%) than b-to-c (46%) respondents. Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
  • Recent examples: Domino’s Pizzas (YouTube), Ryanair (bloggers), Dixons employees (Facebook), Asite (Facebook)
  • What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)

Transcript

  • 1. Lessons in applying Web 2.0 to construction PR and marketing Presentation to CIMCIG by Paul Wilkinson (pwcom.co.uk)
  • 2.
    • Agenda
    • Who am I?
    • Pre-web and Web 1.0
    • Web 2.0
      • What is Web 2.0 – a lightning tour
      • Web 2.0 – putting it all together
      • What’s changing? Why does Web 2.0 matter?
    • AEC 2.0: applying Web 2.0 to construction
      • audit, engage, influence, measure
    • Some lessons learned
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR
  • 3.
    • Who am I?
    • worked in construction industry since 1987
      • in-house: Halcrow, Tarmac/Carillion, BIW
      • pwcom clients: HBG, pcm, Microsoft, BIW
    • member of CIPR, IBP, Constructing Excellence
    • author of guide to construction collaboration technologies
    • co-founder of Be2camp
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR
  • 4.
    • ‘ Before web’
    • Mainly printed collateral and face-to-face:
    • print advertising
    • brochures, company magazines, newsletters
    • media relations and other PR
    • direct marketing
    • market research
    • events – exhibitions, conferences, etc
    • Still important, but from 1993 …
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR
  • 5.
    • Web 1.0 - Mid 1990s …
    • first generation websites
    • static pages instead of dynamic user-generated content
    • HTML ‘brochure-ware’, later PDFs
    • limited interaction with site visitors
    • some integration with email
    WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO AM I?
  • 6.
    • Web 1.5 - late 1990s …
    • shared drives
    • intranets – closed internal websites
    • extranets – private websites shared, for example, among project team members
    • But still mainly information-centric
    WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO AM I?
  • 7.
    • Web 2.0 (aka social media) - Definitions:
    • primarily internet- and mobile-based tools for sharing and discussing information among human beings
    • the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
    • “ People having conversations online”
    • also ‘Enterprise 2.0’, ‘Social business’
    (Sources: Wikipedia ; Kaizo) WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO AM I?
  • 8.
    • Discussion forums (eg: Building , Contract Journal , Constructing Excellence )
    • Wikis
      • open – Wikipedia
      • organisation – RIBApedia
      • internal - Fielden Clegg Bradley
      • Publication – BSD project wiki
    • Podcasts
    • Blogs
      • Personal but work-related – eg: ExtranetEvolution.com
      • Corporate – eg: Life at HOK
      • Media tool – eg: ZeroChampion , The CJ Foreman , Brickonomics
      • Micro-blogging – Twitter: personal , corporate , media
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR “ Wisdom of crowds”
  • 9.
    • RSS
      • RSS publishing (from bloggers, media, corporate, search)
      • Feed-readers (local or web-based: Google Reader , etc)
    • Social networking
      • from personal (eg: MySpace, Bebo, Facebook ) …
      • to professional ( Facebook , LinkedIn ) …
      • to AEC focused networks/communities (eg: Be2camp , G4C, etc - built on Ning platform)
    • Collaboration spaces
      • generic: Huddle , Basecamp
      • AEC focused: Asite, Woobius , BIW, etc
    • Tagging/sharing (eg: Delicious , Digg, etc)
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 10.
    • Sharing:
      • Documents, presentations, etc (eg: Google Apps)
      • Slides – ( Slideshare )
      • Travel tips ( TripAdvisor , Dopplr )
      • Voice over IP – Skype
      • Calendar – Google Calendar; setting meetings ( Doodle )
      • Photos – Flickr , Picasa, Photobucket
      • Video – YouTube , Vimeo
      • Stuff – Freecycle
    • Mashups: Maps (Google Maps, OSM), timelines ( Dipity )
    • Virtual worlds – eg: Second Life
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 11.
    • The digital news release
      • release issued as a webpage, linked via RSS or a URL – no attachments, can be updated as necessary
        • URL disseminated by email, Twitter, SMS, IM
        • easily monitored – eg: no. of unique visitors, time on page, downloads
        • bespoke pages for different journalists – with different URLs for distribution
      • includes social bookmark tools – page can be shared via Reddit, Digg, etc
      • multimedia content – eg: YouTube video, high and low-res images, PDFs, etc
      • content tagged with keywords
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 12.
    • Be2camp – Built Environment and Web 2.0 community
    • ‘ unconferences’ organised using Web 2.0 tools
    • 80+ attendees in Birmingham
    • 135 Ustream viewers in day
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 13. www.be2camp.com http://be2camplondon2009.eventbrite.com/ PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 14.
    • HOK – official presence on:
    • Life at HOK Blog
    • Facebook
    • LinkedIn
    • Flickr
    • YouTube
    • Twitter
    • Delicious
    • etc, etc
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 15.
    • New marketing and PR tactics, resources
    • Examples:
    • Crowd-sourcing tools for marketing
    • Customer/member engagement
    • Event management
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 16.
    • New AEC services, new opportunities
    • Examples:
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 17.
    • New AEC services, new opportunities
    • More examples:
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 18. (Sources: Joe Drumgoole’s Copacetic ; Darrenbarefoot.com 2006 ) PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR Web 1.0 was about … Web 2.0 is about … reading writing companies communities one-way two-way lecture conversation advertising word-of-mouth owning sharing
  • 19. PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? TOUR CONTEXT AGENDA 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
  • 20. PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? TOUR CONTEXT AGENDA Trad’l B2B marketing was often … B2B marketing 2.0 is becoming … tactical promotion marketing dept only short term static within boundaries strategic 4 (or 5) Ps whole company long term mobile across boundaries
  • 21.
    • Why does Web 2.0 matter? - context:
    • 68% UK homes have broadband internet access
    • 19 million (50%) of UK internet users now visit Facebook
    • 30% of British adults have social networking profiles
    • average user spends c. six hours a month on Facebook
    • May 2008-May 2009: UK visits to
      • Facebook + 73%
      • Flickr + 70%
      • Wikipedia + 36%
      • YouTube + 35% (16 million UK users in May 2009 alone)
    • not just Gen Y: 35% of Facebook users 35-54
    • 2m+ UK LinkedIn users; c 3m UK Twitter users
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? TOUR CONTEXT AGENDA
  • 22.
    • AEC 2.0: Embracing Web 2.0
    • Audit
    • Engage
    • Influence
    • Measure
    • Some lessons learned
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? TOUR CONTEXT
  • 23.
    • Embracing Web 2.0 – Audit the ecosystem
    • perceptions of company/brand/product – 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
    PRE-WEB WEB 2.0 LESSONS WHO AM I? TOUR CONTEXT AEC 2.0 AGENDA
  • 24.
    • Audit - Crittall Windows
    • 5 blog articles (Bloglines)
    • 15 YouTube videos
    • 173 photos on Flickr
    • 7 Wikipedia mentions
    • ex-employee Facebook group
    • 2 discussion board posts
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 25.
    • audit – ‘Crittal’ Windows (ie: misspellings)
    • 16 blog articles (Google blogs search)
    • 18 more tagged photos on Flickr
    • 1 mention on Twitter
    • 16 discussion posts
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 26.
    • Embracing Web 2.0 - Engage
    • update and communicate policy – 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
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 27.
    • Crittall
    • started blogger engagement …
    • … then started blog
    • RSS feed on website
    • @JohnKatCrittall on Twitter
    • LinkedIn company profile
    • Wikipedia edits
    • Crittall Facebook page
    • … and campaign gained media coverage (eg: Construction Manager , July 2009)
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 28.
    • Embracing Web 2.0 - Influence
    • participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion
    • identify key influencers and opinion-formers
    • establish and nurture relationships
    • 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
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 29.
    • Embracing Web 2.0 - Measure
    • monitor social media ‘buzz’
      • Google Analytics, Alexa - traffic to/from blogs, websites, etc
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 30.
    • Embracing Web 2.0 - Measure
    • monitor social media ‘buzz’ (contd)
      • Technorati blog authority, Google page rank
      • numbers: Twitter followers, YouTube views, blog comments, etc
      • growth of online communities, etc
        • But not just quantity – look at quality (eg: sentiment)
    • ‘ crowd-sourced’ feedback on company/products
    • customer loyalty, word of mouth recommendations
    • number of sales leads
    • improved recruitment
    • increased media coverage (eg: thought leadership)
    • brand equity
    PRE-WEB WEB 2.0 LESSONS WHO AM I? CONTEXT TOUR AEC 2.0 AGENDA
  • 31.
    • Embracing Web 2.0 – some lessons learned
    • start small – eg: Google Alerts to gather market intelligence, then - depending on strategy - maybe an internal wiki project, blog network, Facebook page
    • invest wisely – Many proven tools are low/no cost to start. Learning and using them, however, requires time , as does finding the right people to use them
    • manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)
    • identify issue(s), then respond (not vice versa) – eg: blog for a reason, not just because you can
    • identify the opportunities/risks – social media may change organisation dynamics; is your organisation ready to be more communicative?
    PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
  • 32.
    • Embracing Web 2.0 – some lessons learned (contd)
    • spread the risk – many Web 2.0 tools are still early-stage. Not all of them will survive
    • monitor and moderate – ensure updates, etc, are appropriate (ban spammers promptly); have policies in place governing employees online activities
    • bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc
    • you can’t ignore it – organisations need awareness/education whether they use social media or not
    PRE-WEB WEB 2.0 AEC 2.0 WHO AM I? CONTEXT TOUR LESSONS AGENDA
  • 33. If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business. (Steve Martin, CEO, Clugston Construction) PRE-WEB WEB 2.0 AEC 2.0 WHO AM I? CONTEXT TOUR LESSONS AGENDA
  • 34. Thank you Contact: Paul Wilkinson www.pwcom.co.uk Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul