Online: the rise and rise Paul Wilkinson

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

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

Agenda Pre-web – PR and marketing Web 1.0 Web 2.0 What is Web 2.0 – a lightning tour Web 2.0 – putting it all together Why does Web 2.0 matter? Embracing Web 2.0: a three step plan + advice ROI Final words

Pre-web – PR and marketing

Web 1.0

Web 2.0

What is Web 2.0 – a lightning tour

Web 2.0 – putting it all together

Why does Web 2.0 matter?

Embracing Web 2.0: a three step plan + advice

ROI

Final words

‘ pre-web’ PR and marketing 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 …

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 …

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 2009: 70%+ of UK have internet access

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

2009: 70%+ of UK have internet access

Web 1.5 Since late 1990s … shared drives intranets – closed internal websites extranets – private websites shared, for example, among project team members Message / discussion boards But still mainly information-centric; interactivity limited

Since late 1990s …

shared drives

intranets – closed internal websites

extranets – private websites shared, for example, among project team members

Message / discussion boards

But still mainly information-centric; interactivity limited

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” In business, also Enterprise 2.0 (Sources: Wikipedia ; Kaizo)

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”

In business, also Enterprise 2.0

Web 1.0 vs. Web 2.0 (Sources: Joe Drumgoole’s Copacetic ; Darrenbarefoot.com 2006 ) 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

Web 1.0 vs. Web 2.0 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 – a lightning tour Discussion forums (eg: Building , Contract Journal , Constructing Excellence ) Wikis open – Wikipedia organisation – RIBApedia internal - Fielden Clegg Bradley Blogs personal and work-related corporate media tool micro-blogging – Twitter “ Wisdom of crowds”

Discussion forums (eg: Building , Contract Journal , Constructing Excellence )

Wikis

open – Wikipedia

organisation – RIBApedia

internal - Fielden Clegg Bradley

Blogs

personal and work-related

corporate

media tool

micro-blogging – Twitter

Web 2.0 – a lightning tour RSS RSS publishing (from bloggers, media, corporate, search) Feed-readers (local or web-based: Newsgator , Google Reader , etc) Social networking from personal (eg: Facebook , MySpace, Bebo) … to professional ( Facebook , LinkedIn ) … to networks/communities (eg: Be2camp - built on Ning platform) Social search (eg: Wikia ) Bookmarking/sharing (eg: Delicious , Digg, etc)

RSS

RSS publishing (from bloggers, media, corporate, search)

Feed-readers (local or web-based: Newsgator , Google Reader , etc)

Social networking

from personal (eg: Facebook , MySpace, Bebo) …

to professional ( Facebook , LinkedIn ) … to networks/communities (eg: Be2camp - built on Ning platform)

Social search (eg: Wikia )

Bookmarking/sharing (eg: Delicious , Digg, etc)

Web 2.0 – a lightning tour Sharing: Documents, etc (eg: Google Apps, Huddle, Box.net) Voice over IP – Skype Calendar – Google Calendar, Timebridge Photos – Flickr Video – YouTube Stuff – Freecycle Mashups: Mapping (Google Maps, OSM) time-lines ( Dipity ) Virtual worlds – eg: Second Life

Sharing:

Documents, etc (eg: Google Apps, Huddle, Box.net)

Voice over IP – Skype

Calendar – Google Calendar, Timebridge

Photos – Flickr

Video – YouTube

Stuff – Freecycle

Mashups: Mapping (Google Maps, OSM) time-lines ( Dipity )

Virtual worlds – eg: Second Life

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: number of unique visitors, time spent reading, 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 Web 2.0 – putting it all together

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: number of unique visitors, time spent reading, 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

Be2camp – Built Environment and Web 2.0 community ‘ unconferences’ organised using Web 2.0 tools 50+ attendees in London 180 online during the day Web 2.0 – putting it all together

Be2camp – Built Environment and Web 2.0 community

‘ unconferences’ organised using Web 2.0 tools

50+ attendees in London

180 online during the day

Why does Web 2.0 matter? Context: 70% UK homes have PC or laptop 65% have home internet access (58% via broadband) 71% UK adults access internet 41% of UK adults accessed blogs during August 2008 c. 20m UK people on Facebook not just Gen Y: Facebook users in 35-54 age range currently doubling every two months 2m+ UK LinkedIn users 27.4m people watched online videos during May 2008 (Sources: Ofcom, ComScore, BBC, LinkedIn – all 2008 )

Context:

70% UK homes have PC or laptop

65% have home internet access (58% via broadband)

71% UK adults access internet

41% of UK adults accessed blogs during August 2008

c. 20m UK people on Facebook

not just Gen Y: Facebook users in 35-54 age range currently doubling every two months

2m+ UK LinkedIn users

27.4m people watched online videos during May 2008

Embracing Web 2.0 Audit Engage Influence Some advice

Audit

Engage

Influence

Some advice

Embracing Web 2.0 - Audit 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. corporate readiness – policies/procedures resources – people, training, tools, time competitors – what are they doing? Lessons?

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.

corporate readiness – policies/procedures

resources – people, training, tools, time

competitors – what are they doing? Lessons?

audit - Crittall Windows 5 blog articles (Bloglines) 15 YouTube videos 173 photos on Flickr 7 Wikipedia mentions ex-employee group on Facebook 2 discussion board posts

5 blog articles (Bloglines)

15 YouTube videos

173 photos on Flickr

7 Wikipedia mentions

ex-employee group on Facebook

2 discussion board posts

audit - Crittal Windows (misspelt) 16 blog articles (Google blogs search) 18 more tagged photos on Flickr 1 mention on Twitter 16 discussion posts

16 blog articles (Google blogs search)

18 more tagged photos on Flickr

1 mention on Twitter

16 discussion posts

Embracing Web 2.0 - Engage update and communicate policy – keep 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

update and communicate policy – keep 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

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 feedback – report back external perceptions, testimonials, etc monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary

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

feedback – report back external perceptions, testimonials, etc

monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary

Embracing Web 2.0 – some advice start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network 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, 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?

start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network

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, 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?

Embracing Web 2.0 - ROI monitor social media ‘buzz’ Google Analytics, Alexa - traffic to/from blogs, websites, etc Technorati blog authority Numbers of Twitter followers, YouTube views, 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 (Dell’s Twitter-only deals earned $1m) improved recruitment increased media coverage (eg: thought leadership) brand equity

monitor social media ‘buzz’

Google Analytics, Alexa - traffic to/from blogs, websites, etc

Technorati blog authority

Numbers of Twitter followers, YouTube views, 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 (Dell’s Twitter-only deals earned $1m)

improved recruitment

increased media coverage (eg: thought leadership)

brand equity

Why does Web 2.0 matter? “ The only thing worse than being talked about is not being talked about.”

“ The only thing worse than being talked about is not being talked about.”

Online: the rise and rise [email_address] http://www.pwcom.co.uk Twitter: @EEPaul Tel: 020 8858 1104, mob 07788 445920 To find out more…