"Getting social" - applying web 2.0 in construction marketing and PR

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Presentation to the CIM Construction Interest Group (CIMCIG) at the Building Centre, London on 25 November 2010. Gives overview of the tools, including some construction-specific applications, as well as up-to-date stats on market penetration of the leading generic platforms. Finishes with pointers on applying Web 2.0, from audit through to measurement.

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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
  • Google profile. Whether you like it or not you have an online footprint.
    Mine is clear. I have taken steps to create a consistent online identity.
    SME – personal brand (punch above your weight)
  • 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
  • Wrote about this in guest blog post on CE blog
    Suspect Paul Morrell’s first ever blog post
  • 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
  • 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.
  • If you spoke to people as advertisers do, you’d quickly get a punch in the mouth
  • Moving from tactical to strategic
  • From promotional focus to 4Ps
    Product (or service), price, place and promotion
    Now 4Ps, plus People / Participation
  • Customer service, niche experts, CEO, etc, etc
  • Long tail.
  • Content delivered in one form to one place – now content delivered in multiple forms anywhere, anytime (Martini)
  • Used to think of some campaigns at regional level. Now marcoms have global reach
    (though some tools also allow hyper-local – very targeted – reach, too)
  • Case study of how established international AEC firm integrated Web 2.0 into its corporate communications.
    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
  • Worked with HR department
    Identified a Facebook Queen (our youngest, 20-something team member)
    Managing the HOK Network channels is a team effort for the Corporate Communications group
  • The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
  • Corporate communications identified a Lord of the Flickr
  • With video an increasingly popular download online, a HOK YouTube channel was an obvious step
  • HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
  • In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum
    Good example of:
    applying consistent branding across online channels
    Aligning corporate strategic objectives with online tactics
    Involving, educating and monitoring staff engagement with different channels
    How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
  • 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
  • Looking back, planning ahead
  • 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
  • If you have existing social media practitioners, seek to build on their experiences and skills
  • 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
  • – social media may change organisation dynamics; is your organisation ready to be more communicative?
  • spread the risk – many Web 2.0 tools are still early-stage. Not all of them will survive
  • monitor and moderate
    – ensure status updates, etc, are appropriate (ban spammers promptly)
    have policies in place governing employees online activities – protect you and sometimes protect them from themselves
  • bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc
    Mobile tools
    Drive people out of organisation or deter them from joining in the first place
    – would you ban people having pub conversations about your organisation?
  • you can’t ignore it – organisations need awareness/education whether they use social media or not – there is no Return on Ignoring
    If you ignore conversations among your customers, you lose information – and, remember, your competitors will be listening to your customers
  • "Getting social" - applying web 2.0 in construction marketing and PR

    1. 1. pwcom.co.uk London, November 2010 Getting Social Paul Wilkinson (pwcom.co.uk)
    2. 2. pwcom.co.uk • Who am I? • Pre-web and Web 1.0 • Web 2.0 – What is Web 2.0 – a lightning tour – What’s changing? Why does Web 2.0 matter? – Web 2.0 – putting it all together • AEC 2.0: applying Web 2.0 to construction – audit, engage, influence, measure • Ten lessons learned WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    3. 3. pwcom.co.uk or “It’s all a waste of time” WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    4. 4. pwcom.co.uk Who am I? • worked in construction industry since 1987 – in-house: Halcrow, Tarmac, BIW – current/recent clients: 4Projects, BIW, COINS, Constructing Excellence, Earthshine, Slider Studio, tCn, Woobius • author of book on construction collaboration technologies • Wikipedian (2003), blogger (2005), Tweeter (2008) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    5. 5. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    6. 6. pwcom.co.uk Web 2.0 - Definitions: • the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. • “People having conversations online” aka ‘Enterprise 2.0’, ‘Social business’ (Sources: Wikipedia; Kaizo) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    7. 7. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    8. 8. pwcom.co.uk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    9. 9. pwcom.co.uk (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    10. 10. pwcom.co.uk • Discussion forums WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    11. 11. pwcom.co.uk • Wikis – open – Wikipedia – organisation – RIBApedia – Internal • Fielden Clegg Bradley WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    12. 12. pwcom.co.uk • Podcasts • Blogs • Individual • Corporate • Media WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    13. 13. pwcom.co.uk • Blogs • “… conversations online” WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    14. 14. pwcom.co.uk • Twitter • Personal • Corporate • Media • Lists, eg: • trade bodies • media • Architects • Twibes • Leagues WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    15. 15. pwcom.co.uk • RSS – RSS publishing, from: • Bloggers • Media • Corporate • Search – Feed-readers • local or web-based: Google Reader, etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    16. 16. pwcom.co.uk • Social networking – from personal (eg: Facebook) … – to professional (less Facebook, more LinkedIn) … – to AEC focused (some in Facebook, LinkedIn, or built on Ning, Elgg, socialGo) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    17. 17. pwcom.co.uk 1380 members 4251 members WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    18. 18. pwcom.co.uk www.tcn.uk.com www.reorb.com 1762 members 3180 members WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    19. 19. pwcom.co.uk • Tagging/sharing, eg – Delicious – Digg – StumbleUpon – Reddit, etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    20. 20. pwcom.co.uk • Sharing: – Presentations – Travel – Reviews – Photos – Video – etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    21. 21. pwcom.co.uk • Location: – Real world – Augmented reality – Virtual world WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    22. 22. pwcom.co.uk • Changing PR – Digital news release issued as a webpage, linked via RSS or a URL • URL disseminated by email, Twitter, SMS, IM • easily monitored – eg: unique visitors, time on page, downloads • bespoke pages for different journalists – with different URLs for distribution – Easily bookmarked – Associated multimedia WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    23. 23. pwcom.co.uk • Changing events – Hybrid = online + face-to-face • Real-time sharing • Real-time feedback WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    24. 24. pwcom.co.uk • Changing events – Virtual events • virtual stands • no travel • interact online WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    25. 25. pwcom.co.uk Changing AEC services, new opportunities Examples: WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    26. 26. pwcom.co.uk Changing AEC services, new opportunities More examples: WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    27. 27. pwcom.co.uk … so what’s changed? Changing habits! WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    28. 28. pwcom.co.uk Why does Web 2.0 matter? • 70% UK homes now have broadband internet access • Will top 80% within three years WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    29. 29. pwcom.co.uk Why does Web 2.0 matter? • biggest driver of UK mobile internet adoption is social media • 70% of daily mobile internet users use social media • 31% of UK people access internet via mobile phone (ie: more than via laptop - 26%) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    30. 30. pwcom.co.uk Why does Web 2.0 matter? • c. 28m UK people profiled on Facebook • 2 out of every 3 UK internet users have an active Facebook account WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    31. 31. pwcom.co.uk Why does Web 2.0 matter? • In February 2010, 5.5 billion online videos watched in UK • 2.5bn of those visits made to YouTube (up 17% on 2009) • Facebook now 4th most important (up 205%) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    32. 32. pwcom.co.uk Why does Web 2.0 matter? • the UK has the third most active Twitter population globally • UK users accounted for 8.1% of total tweets, compared with 7.2% of unique users, in 2009 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    33. 33. pwcom.co.uk Why does Web 2.0 matter? • In June 2010, LinkedIn gained its four millionth UK member • One million new members added since November 2009 • One third of UK professionals profiled on LinkedIn • 25% of FTSE100 companies hire via LinkedIn WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    34. 34. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … reading writing (Photos: Meir Sadan on Flickr; kpwerker on Flickr WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    35. 35. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … companies communities WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    36. 36. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … one-way two-way WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    37. 37. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … monologue conversation WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    38. 38. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    39. 39. pwcom.co.uk Web 1.0 was about … Web 2.0 is about … owning sharing WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    40. 40. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    41. 41. pwcom.co.uk Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    42. 42. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … marketing dept only any/all parts of company WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    43. 43. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … short term long term WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    44. 44. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … static mobile WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    45. 45. pwcom.co.uk Traditional B2B marketing was Marketing 2.0 is becoming … within boundaries across boundaries WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    46. 46. pwcom.co.uk New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    47. 47. pwcom.co.uk Architect HOK • Life at HOK Blog WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    48. 48. pwcom.co.uk Architect HOK • Blog • HOK careers WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    49. 49. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    50. 50. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    51. 51. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    52. 52. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube • Slideshare WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    53. 53. pwcom.co.uk Architect HOK • Blog • Facebook • LinkedIn • Flickr • YouTube • Slideshare • Twitter • etc WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    54. 54. pwcom.co.uk AEC 2.0: Embracing Web 2.0 • Audit • Engage • Influence • Measure • Not ‘getting’ social (anti-social?) WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    55. 55. pwcom.co.uk Audit • perceptions • opportunities • audience • existing advocates • resources • competitors • corporate readiness PRE-WEB WEB 2.0 LESSONSTOUR CONTEXT AEC 2.0AGENDA WHO, ME?
    56. 56. pwcom.co.uk Engage • update and communicate policy • integrate offline PR/marketing • adapt strategy • employ ‘netiquette’ • be responsive • remain honest, transparent • recognise and reward engagement WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    57. 57. pwcom.co.uk Influence • Participate • identify influencers and opinion-formers • establish and nurture relationships • stay relevant • feedback • monitor, adjust … WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    58. 58. pwcom.co.uk Measure Collaboration blog Collaboration website WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    59. 59. pwcom.co.uk Measure Collaboration blog Collaboration website Traffic sources: Twitter 126 Feedburner 76 Facebook 23 LinkedIn 7 Traffic sources: Twitter 5 Feedburner - Facebook 1 LinkedIn 13 blog 28 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    60. 60. pwcom.co.uk Measure • monitor social media ‘buzz’ (contd) – numbers: Twitter followers, YouTube views, blog comments, 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 WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    61. 61. pwcom.co.uk Ten lessons learned WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    62. 62. pwcom.co.uk 1.start small WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    63. 63. pwcom.co.uk 2. invest wisely The tools may be “free”, but finding the right people to use them properly takes time, and time = money. WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    64. 64. pwcom.co.uk 3. involve WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    65. 65. pwcom.co.uk 4. manage expectations WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    66. 66. pwcom.co.uk 5. identify issue(s), then respond WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    67. 67. pwcom.co.uk 6. identify the opportunities/risks WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    68. 68. pwcom.co.uk 7. spread the risk WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    69. 69. pwcom.co.uk 8. manage, monitor and moderate WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    70. 70. pwcom.co.uk 9. total bans don’t work WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    71. 71. pwcom.co.uk 10. you can’t ignore social media It’s about Return on Influence there is no Return on Ignoring WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?
    72. 72. pwcom.co.uk London, November 2010 Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: paul.wilkinson@pwcom.co.uk Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

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