Social media (Web 2.0) in the construction industry   Paul Wilkinson (pwcom.co.uk)
<ul><li>Who am I? </li></ul><ul><li>Pre-web and Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>What is Web 2.0 – ...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
<ul><li>Who am I? </li></ul><ul><li>worked in construction industry since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Ta...
<ul><li>‘ Before web’ </li></ul><ul><li>Print and face-to-face: </li></ul><ul><li>print advertising </li></ul><ul><li>broc...
<ul><li>Web 1.0  - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><l...
<ul><li>Web 1.5  - late 1990s … </li></ul><ul><li>shared drives </li></ul><ul><li>intranets </li></ul><ul><li>extranets </...
<ul><li>Web 2.0  - Definitions: </li></ul><ul><li>the use of web technologies and web design to enhance creativity, inform...
WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
<ul><li>Discussion forums </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
<ul><li>Wikis </li></ul><ul><ul><li>open –  Wikipedia </li></ul></ul><ul><ul><li>organisation –  RIBApedia </li></ul></ul>...
<ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></u...
<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><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><u...
<ul><li>Social networking </li></ul><ul><ul><li>from personal (eg:  Facebook ) … </li></ul></ul><ul><ul><li>to professiona...
<ul><li>Collaboration spaces </li></ul><ul><ul><li>generic:  Huddle , Basecamp, etc </li></ul></ul><ul><ul><li>AEC focused...
<ul><li>Tagging/sharing,  eg </li></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>St...
<ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel tips  </li></ul></ul><ul><ul><li>Re...
<ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li...
<ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul...
<ul><li>Changing event management   </li></ul><ul><li>Be2camp </li></ul><ul><li>Online and face-to-face </li></ul><ul><li>...
<ul><li>Architect HOK </li></ul><ul><li>Life at HOK  Blog </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WH...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTE...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>PRE-WEB WEB 2...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME? www.tcn.uk.com www.reorb.com
<ul><li>New AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT ...
<ul><li>New AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CON...
…  so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have internet access </li></ul><ul><li>63% have broadb...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media  </li></u...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>22 million UK people use Facebook </li></ul><ul><li>50% of active users...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2009, one in every 35 UK internet visits was to a specialis...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>the UK has the third most active Twitter population globally  </li></ul...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>On 25 November 2009, LinkedIn gained its  3 millionth  UK member </li><...
(Photos:  Meir  Sadan  on  Flickr ;  kpwerker  on  Flickr PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … companies communities
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … one-way two-way
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … lecture conversation
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … advertising word-of-mo...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … owning sharing
PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? many-to-many (+ customer-2-customer) dialogue user-generated ...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Trad’l B2B marketing was often … B2B marketing 2.0 is becomin...
PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA TOUR CONTEXT WHO, ME?
<ul><li>AEC 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>Audit </li></ul><ul><li>perceptions of company/brand/product </li></ul><ul><li>opportunities </li></ul><ul><li>aud...
<ul><li>Audit - Crittall Windows </li></ul><ul><li>5 blog articles (Bloglines) </li></ul><ul><li>15 YouTube videos </li></...
<ul><li>audit  – ‘Crittal’ Windows (ie: misspellings) </li></ul><ul><li>16 blog articles (Google blogs search) </li></ul><...
<ul><li>Engage </li></ul><ul><li>update and communicate policy </li></ul><ul><li>integrate offline PR/marketing </li></ul>...
<ul><li>Crittall  </li></ul><ul><li>started blogger engagement … </li></ul><ul><li>…  then started blog </li></ul><ul><li>...
<ul><li>Influence </li></ul><ul><li>Participate </li></ul><ul><li>identify influencers and opinion-formers </li></ul><ul><...
<ul><li>Measure </li></ul><ul><ul><li>traffic to/from blogs, websites, etc </li></ul></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT ...
<ul><li>Measure </li></ul><ul><li>monitor social media ‘buzz’ (contd) </li></ul><ul><ul><li>numbers: Twitter followers, Yo...
<ul><li>Ten lessons learned </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
<ul><li>1. start small </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
<ul><li>2. invest wisely </li></ul><ul><li>The tools may be free, </li></ul><ul><li>but finding the right people to use th...
<ul><li>3. involve </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
<ul><li>4. manage expectations </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
<ul><li>5. identify issue(s), then respond </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
<ul><li>6. identify the opportunities/risks </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
<ul><li>7. spread the risk </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
<ul><li>8. manage, monitor and moderate </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
<ul><li>9. total bans don’t work </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
<ul><li>10. you can’t ignore social media </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME? It’s abou...
If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen jo...
Thank you Contact: Paul Wilkinson Blog:  www.pwcom.wordpress.com Email:  [email_address] Tel: +44 (0)20 8858 1104 mob: 077...
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Social Media In The Construction Industry

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Presentation prepared for social media training day organised by Emap Events. I was unable to deliver it in person (due to an accident three days beforehand), so the presentation was prepared and a voice-over applied for recorded delivery on the day - a Slidecast.

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  • Transcript of "Social Media In The Construction Industry"

    1. 1. Social media (Web 2.0) in the construction industry Paul Wilkinson (pwcom.co.uk)
    2. 2. <ul><li>Who am I? </li></ul><ul><li>Pre-web and Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>What is Web 2.0 – a lightning tour </li></ul></ul><ul><ul><li>Web 2.0 – putting it all together </li></ul></ul><ul><ul><li>What’s changing? Why does Web 2.0 matter? </li></ul></ul><ul><li>AEC 2.0: applying Web 2.0 to construction </li></ul><ul><ul><li>audit, engage, influence, measure </li></ul></ul><ul><li>Ten lessons learned </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TODAY WHO, ME? CONTEXT TOUR
    3. 3. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    4. 4. <ul><li>Who am I? </li></ul><ul><li>worked in construction industry since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac/Carillion, BIW </li></ul></ul><ul><ul><li>Current/recent clients: Crittall, BIW, Incite, Earthshine, Woobius, Constructing Excellence, Slider Studio </li></ul></ul><ul><li>author of book on construction collaboration technologies </li></ul><ul><li>Wikipedian (2003) , blogger (2005) , Tweeter (2008) </li></ul><ul><li>co-founder of Be2camp (2008) </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    5. 5. <ul><li>‘ Before web’ </li></ul><ul><li>Print and face-to-face: </li></ul><ul><li>print advertising </li></ul><ul><li>brochures, magazines </li></ul><ul><li>PR, media relations </li></ul><ul><li>direct marketing </li></ul><ul><li>market research </li></ul><ul><li>events </li></ul><ul><li>Still important, but … </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    6. 6. <ul><li>Web 1.0 - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><li>HTML ‘brochure-ware’ </li></ul><ul><li>later PDFs </li></ul><ul><li>limited interaction </li></ul><ul><li>email integration </li></ul><ul><li>no Google </li></ul>WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
    7. 7. <ul><li>Web 1.5 - late 1990s … </li></ul><ul><li>shared drives </li></ul><ul><li>intranets </li></ul><ul><li>extranets </li></ul><ul><li>But still mainly information-centric – not conversation oriented </li></ul>WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
    8. 8. <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>aka ‘Enterprise 2.0’, ‘Social business’ </li></ul>(Sources: Wikipedia ; Kaizo) WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
    9. 9. WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR PRE-WEB AGENDA WHO, ME?
    10. 10. <ul><li>Discussion forums </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    11. 11. <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><ul><ul><li>Publications </li></ul></ul><ul><ul><ul><li>BSD project wiki </li></ul></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    12. 12. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media tool </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    13. 13. <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>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    14. 14. <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>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    15. 15. <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 AEC focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    16. 16. <ul><li>Collaboration spaces </li></ul><ul><ul><li>generic: Huddle , Basecamp, etc </li></ul></ul><ul><ul><li>AEC focused: </li></ul></ul><ul><ul><ul><li>eg: Asite, BIW, 4Projects, etc </li></ul></ul></ul><ul><ul><ul><li>some with “added Web 2.0” </li></ul></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    17. 17. <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, etc </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    18. 18. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel tips </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>etc </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    19. 19. <ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    20. 20. <ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><ul><li>URL disseminated by email, Twitter, SMS, IM </li></ul></ul></ul><ul><ul><ul><li>easily monitored – eg: unique visitors, time on page, downloads </li></ul></ul></ul><ul><ul><ul><li>bespoke pages for different journalists – with different URLs for distribution </li></ul></ul></ul><ul><ul><li>Easily bookmarked </li></ul></ul><ul><ul><li>Associated multimedia </li></ul></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    21. 21. <ul><li>Changing event management </li></ul><ul><li>Be2camp </li></ul><ul><li>Online and face-to-face </li></ul><ul><li>‘ unconferences’ </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    22. 22. <ul><li>Architect HOK </li></ul><ul><li>Life at HOK Blog </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    23. 23. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    24. 24. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    25. 25. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    26. 26. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    27. 27. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    28. 28. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>Twitter </li></ul><ul><li>etc </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    29. 29. PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    30. 30. PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME? www.tcn.uk.com www.reorb.com
    31. 31. <ul><li>New AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    32. 32. <ul><li>New AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    33. 33. … so what’s changed? PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME?
    34. 34. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have internet access </li></ul><ul><li>63% have broadband </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    35. 35. <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>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    36. 36. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>22 million UK people use Facebook </li></ul><ul><li>50% of active users log into FB every day </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    37. 37. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2009, one in every 35 UK internet visits was to a specialist video website, up from one in every 50 in February 2008. </li></ul><ul><li>YouTube had 62.9% of those visits. </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    38. 38. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>the UK has the third most active Twitter population globally </li></ul><ul><li>in August 2009, there were over 2.4 million UK Twitter users </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    39. 39. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>On 25 November 2009, LinkedIn gained its 3 millionth UK member </li></ul><ul><li>This was just two years after it reached one million </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME?
    40. 40. (Photos: Meir Sadan on Flickr ; kpwerker on Flickr PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … reading writing
    41. 41. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … companies communities
    42. 42. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … one-way two-way
    43. 43. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … lecture conversation
    44. 44. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
    45. 45. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA CONTEXT TOUR WHO, ME? Web 1.0 was about … Web 2.0 is about … owning sharing
    46. 46. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? many-to-many (+ customer-2-customer) dialogue user-generated content user self-publishing B2B marketing/PR 2.0 is increasingly …
    47. 47. PRE-WEB WEB 2.0 AEC 2.0 LESSONS TOUR CONTEXT AGENDA WHO, ME? Trad’l B2B marketing was often … B2B marketing 2.0 is becoming … tactical promotion marketing dept only short term static within boundaries more strategic 4 (or 5) Ps whole company long term mobile across boundaries
    48. 48. PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA TOUR CONTEXT WHO, ME?
    49. 49. <ul><li>AEC 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>Some lessons learned </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA TOUR CONTEXT WHO, ME?
    50. 50. <ul><li>Audit </li></ul><ul><li>perceptions of company/brand/product </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>PRE-WEB WEB 2.0 LESSONS TOUR CONTEXT AEC 2.0 AGENDA WHO, ME?
    51. 51. <ul><li>Audit - Crittall Windows </li></ul><ul><li>5 blog articles (Bloglines) </li></ul><ul><li>15 YouTube videos </li></ul><ul><li>173 photos on Flickr </li></ul><ul><li>7 Wikipedia mentions </li></ul><ul><li>ex-employee Facebook group </li></ul><ul><li>2 discussion board posts </li></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    52. 52. <ul><li>audit – ‘Crittal’ Windows (ie: misspellings) </li></ul><ul><li>16 blog articles (Google blogs search) </li></ul><ul><li>18 more tagged photos on Flickr </li></ul><ul><li>1 mention on Twitter </li></ul><ul><li>16 discussion posts </li></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    53. 53. <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>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    54. 54. <ul><li>Crittall </li></ul><ul><li>started blogger engagement … </li></ul><ul><li>… then started blog </li></ul><ul><li>RSS feed on website </li></ul><ul><li>@JohnKatCrittall on Twitter </li></ul><ul><li>LinkedIn company profile </li></ul><ul><li>Wikipedia edits </li></ul><ul><li>Crittall Facebook page </li></ul><ul><li>… and campaign gained media coverage (eg: Construction Manager , July 2009) </li></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    55. 55. <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>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    56. 56. <ul><li>Measure </li></ul><ul><ul><li>traffic to/from blogs, websites, etc </li></ul></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    57. 57. <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>‘ crowd-sourced’ feedback on company/products </li></ul><ul><li>customer loyalty, word of mouth recommendations </li></ul><ul><li>number of sales leads </li></ul><ul><li>improved recruitment </li></ul><ul><li>increased media coverage (eg: thought leadership) </li></ul><ul><li>brand equity </li></ul>PRE-WEB WEB 2.0 LESSONS CONTEXT TOUR AEC 2.0 AGENDA WHO, ME?
    58. 58. <ul><li>Ten lessons learned </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    59. 59. <ul><li>1. start small </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    60. 60. <ul><li>2. invest wisely </li></ul><ul><li>The tools may be free, </li></ul><ul><li>but finding the right people to use them properly takes time, </li></ul><ul><li>and time = money. </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    61. 61. <ul><li>3. involve </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    62. 62. <ul><li>4. manage expectations </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    63. 63. <ul><li>5. identify issue(s), then respond </li></ul>PRE-WEB WEB 2.0 AEC 2.0 LESSONS CONTEXT TOUR AGENDA WHO, ME?
    64. 64. <ul><li>6. identify the opportunities/risks </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
    65. 65. <ul><li>7. spread the risk </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
    66. 66. <ul><li>8. manage, monitor and moderate </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
    67. 67. <ul><li>9. total bans don’t work </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME?
    68. 68. <ul><li>10. you can’t ignore social media </li></ul>PRE-WEB WEB 2.0 AEC 2.0 CONTEXT TOUR LESSONS AGENDA WHO, ME? It’s about Return on Influence And there is no Return on Ignoring
    69. 69. 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 CONTEXT TOUR LESSONS AGENDA WHO, ME?
    70. 70. Thank you Contact: Paul Wilkinson Blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul
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