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Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
Towards Marketing 2.0
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Towards Marketing 2.0

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Presentation to Be2camp Heritage, London, 2 June 2011. Introducing social media to built environment professionals

Presentation to Be2camp Heritage, London, 2 June 2011. Introducing social media to built environment professionals

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  • Quick overview of this presentation.
  • 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
  • Early websites
  • 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
  • Remit Consulting pares number of categories down from 24 to 12
  • Let’s take a quick tour First off – discussion forums
  • Network of contacts
  • 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.
  • Now combining wider range of tools and techniques with event management
  • 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
  • Transcript

    • 1. The Be2camp Story (so far) Paul Wilkinson (pwcom.co.uk) Built Environment Web 2.0 Barcamp
    • 2.  
    • 3. “ Unorganisation” 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
    • 4.  
    • 5. <ul><li>World’s first ‘unconference’ focused on Web 2.0 for the built environment </li></ul><ul><li>Building Centre, London, 10 October 2008 </li></ul><ul><li>Free to attend </li></ul><ul><li>Participative </li></ul><ul><li>Online and face-to-face </li></ul>“ Unconference”
    • 6. “ Unplanning” <ul><li>Before a Be2camp event: </li></ul><ul><li>People volunteer to help, to speak, etc </li></ul><ul><li>Topics discussed online </li></ul><ul><li>Themes identified </li></ul><ul><li>Sponsors approached </li></ul>
    • 7. “ Unhosting” <ul><li>At a Be2camp: </li></ul><ul><li>Running order agreed </li></ul><ul><li>Participants not delegates </li></ul><ul><li>Sessions streamed live </li></ul><ul><li>Live-blogging </li></ul><ul><li>Twitterfall </li></ul>
    • 8. “ Open-sourcing” <ul><li>After a Be2camp: </li></ul><ul><li>Video on Ustream, YouTube </li></ul><ul><li>Photos on Flickr </li></ul><ul><li>Presentations on Slideshare </li></ul><ul><li>Live-blog, chat on Coveritlive </li></ul><ul><li>Discussions/downloads continue </li></ul><ul><li>All on www.be2camp.com </li></ul>
    • 9. Forthcoming Be2camp events <ul><li>… at GreenBuild Expo, Manchester. 29 June 2011 </li></ul><ul><li>… at Green Vision (Sustainable Energy in Buildings event), Leeds, 7 July 2011 </li></ul><ul><li>Planning… Didcot, Milton Keynes   </li></ul>
    • 10. Towards Marketing 2.0 Paul Wilkinson (pwcom.co.uk)
    • 11. <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>What’s changing? Why does Web 2.0 matter? </li></ul></ul><ul><ul><li>Web 2.0 – putting it all together </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>WEB 2.0 TODAY WHO, ME? MKTG 2.0 TOUR
    • 12. WEB 2.0 TODAY WHO, ME? MKTG 2.0 TOUR
    • 13. <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><li>Consultancy (B2B 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 TODAY WHO, ME? MKTG 2.0 TOUR
    • 14. video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-conferences – extranets – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcasts - blogs – Twitter – RSS – Facebook – web communities – RFID - tagging – GPS – IoT – QR codes - mashups – virtual worlds – Augmented reality – Web 3.0 – etc Face-to-face Hand drawings Physical models Telegraph Photography Written word Messengers Printing Telephone - Telex - Fax Radio – TV computers time number of tools WEB 2.0 TODAY WHO, ME? MKTG 2.0 TOUR
    • 15. <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>… and no Google </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 16. <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 </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 17. <ul><li>Web 2.0 or social media – What is it? </li></ul>( Sources : Wikipedia ; Kaizo; Euan Semple) “ People having conversations online” <ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ globally distributed, near instant, person to person conversations” </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 18. WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 19. WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 20. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 21. <ul><li>Discussion forums </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 22. <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 TODAY WHO, ME? TOUR MKTG 2.0
    • 23. <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 TODAY WHO, ME? TOUR MKTG 2.0
    • 24. <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, eg: </li></ul></ul><ul><ul><ul><li>trade bodies </li></ul></ul></ul><ul><ul><ul><li>media </li></ul></ul></ul><ul><ul><ul><li>Architects </li></ul></ul></ul><ul><ul><li>Twibes </li></ul></ul><ul><ul><li>Leagues </li></ul></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 25. <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 TODAY WHO, ME? TOUR MKTG 2.0
    • 26. <ul><li>Social networking </li></ul><ul><ul><li>from personal </li></ul></ul><ul><ul><li>to professional </li></ul></ul><ul><ul><li>to industry focused </li></ul></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 27. WEB 2.0 TODAY WHO, ME? TOUR 5327 members 1614 members MKTG 2.0
    • 28. www.tcn.uk.com www.reorb.com 2854 members 3982 sign-ups WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 29. <ul><li>Tagging/sharing </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 30. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel </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>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 31. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 32. <ul><li>Timelines: </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 33. TOUR WEB 2.0 TODAY WHO, ME? <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><ul><li>We are all publishers now! </li></ul>WEB 2.0 TODAY WHO, ME? MKTG 2.0
    • 34. <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 WEB 2.0 TODAY WHO, ME? MKTG 2.0
    • 35. <ul><li>Changing events </li></ul><ul><ul><li>Virtual events </li></ul></ul><ul><ul><ul><li>virtual stands </li></ul></ul></ul><ul><ul><ul><li>no travel </li></ul></ul></ul><ul><ul><ul><li>interact online </li></ul></ul></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 36. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 37. <ul><li>Changing AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 38. <ul><li>Slider Studio </li></ul><ul><li>Stickyworld.com </li></ul><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>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 39. <ul><li>Slider Studio </li></ul><ul><li>YouCanPlan </li></ul>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 40. <ul><li>Woobius </li></ul><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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
    • 41. <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>WEB 2.0 TODAY WHO, ME? TOUR MKTG 2.0
    • 42. <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: </li></ul>“ People having useful conversations online”
    • 43. Q&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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