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Online: The rise and rise (CIMCIG presentation, February 2009)


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Presentation to CIMCIG conference, Building Centre, London on 11 February 2009 by Paul Wilkinson. Looks at potential importance of Web 2.0 as part of the PR/marketing communications mix for construction businesses - particularly in a recession

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Online: The rise and rise (CIMCIG presentation, February 2009)

  1. 1. Online: the rise and rise Paul Wilkinson
  2. 2. Agenda <ul><li>before web </li></ul><ul><li>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>Why does Web 2.0 matter? </li></ul></ul><ul><ul><li>Embracing Web 2.0: a three step plan + advice </li></ul></ul><ul><ul><li>ROI </li></ul></ul><ul><li>Web 3.0? </li></ul><ul><li>Final words </li></ul>
  3. 3. ‘ Before web’ <ul><li>Mainly printed collateral and face-to-face: </li></ul><ul><li>print advertising </li></ul><ul><li>brochures, company magazines, newsletters </li></ul><ul><li>media relations and other PR </li></ul><ul><li>direct marketing </li></ul><ul><li>market research </li></ul><ul><li>events – exhibitions, conferences, etc </li></ul><ul><li>Still important, but from 1993 … </li></ul>
  4. 4. Web 1.0 <ul><li>Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages instead of dynamic user-generated content </li></ul><ul><li>HTML ‘brochure-ware’, later PDFs </li></ul><ul><li>limited interaction with site visitors </li></ul><ul><li>some integration with email </li></ul><ul><li>2008: c. 70% of UK have internet access </li></ul>
  5. 5. Web 1.5 <ul><li>Since late 1990s … </li></ul><ul><li>shared drives </li></ul><ul><li>intranets – closed internal websites </li></ul><ul><li>extranets – private websites shared, for example, among project team members </li></ul><ul><li>But still mainly information-centric </li></ul>
  6. 6. Web 2.0 – aka: social media <ul><li>Definitions: </li></ul><ul><li>primarily internet- and mobile-based tools for sharing and discussing information among human beings </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>In business, also Enterprise 2.0 </li></ul>(Sources: Wikipedia ; Kaizo)
  7. 7. Web 1.0 vs. Web 2.0 (Sources: Joe Drumgoole’s Copacetic ; 2006 ) sharing owning word-of-mouth advertising conversation lectures two-way one-way communities companies writing reading Web 2.0 is about … Web 1.0 was about …
  8. 8. Web 2.0 – a lightning tour <ul><li>Discussion forums (eg: Building , Contract Journal , Constructing Excellence ) </li></ul><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 - Fielden Clegg Bradley </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>personal and work-related </li></ul></ul><ul><ul><li>corporate </li></ul></ul><ul><ul><li>media tool </li></ul></ul><ul><ul><li>micro-blogging – Twitter </li></ul></ul>“ Wisdom of crowds”
  9. 9. Web 2.0 – a lightning tour <ul><li>RSS </li></ul><ul><ul><li>RSS publishing (from bloggers, media, corporate, search) </li></ul></ul><ul><ul><li>Feed-readers (local or web-based: Newsgator , Google Reader , etc) </li></ul></ul><ul><li>Social networking </li></ul><ul><ul><li>from personal (eg: MySpace, Bebo, Facebook ) … </li></ul></ul><ul><ul><li>to professional ( Facebook , LinkedIn ) … to networks/communities (eg: Be2camp - built on Ning platform) </li></ul></ul><ul><li>Social search (eg: Wikia ) </li></ul><ul><li>Tagging/sharing (eg: , Digg, etc) </li></ul>
  10. 10. Web 2.0 – a lightning tour <ul><li>Sharing: </li></ul><ul><ul><li>Documents, presentations, etc (eg: Google Apps) </li></ul></ul><ul><ul><li>Voice over IP – Skype </li></ul></ul><ul><ul><li>Calendar - Google Calendar; fixing meetings ( Doodle ) </li></ul></ul><ul><ul><li>Photos – Flickr </li></ul></ul><ul><ul><li>Video – YouTube </li></ul></ul><ul><ul><li>Stuff – Freecycle </li></ul></ul><ul><li>Mashups: Mapping (Google Maps), time-lines ( Dipity ) </li></ul><ul><li>Virtual worlds – eg: Second Life </li></ul>
  11. 11. <ul><li>The digital news release </li></ul><ul><ul><li>release issued as a webpage, linked via RSS or a URL – no attachments, can be updated as necessary </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: number of unique visitors, time spent reading, 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>includes social bookmark tools – page can be shared via Reddit, Digg, etc </li></ul></ul><ul><ul><li>multimedia content – eg: YouTube video, high and low-res images, PDFs, etc </li></ul></ul><ul><ul><li>content tagged with keywords </li></ul></ul>Web 2.0 – putting it all together
  12. 12. <ul><li>Be2camp – Built Environment and Web 2.0 community </li></ul><ul><li>2008 ‘unconference’ organised using Web 2.0 tools </li></ul><ul><li>50+ attendees in London </li></ul><ul><li>180 online during the day </li></ul>Web 2.0 – putting it all together
  13. 13. Why does Web 2.0 matter? <ul><li>Context: </li></ul><ul><li>70% UK homes have PC or laptop </li></ul><ul><li>65% have home internet access (58% via broadband) </li></ul><ul><li>71% UK adults access internet </li></ul><ul><li>41% of UK adults accessed blogs during August 2008 </li></ul><ul><li>17m UK people on Facebook </li></ul><ul><li>not just Gen Y: Facebook users in 35-54 age range currently doubling every two months </li></ul><ul><li>1.8m UK LinkedIn users </li></ul><ul><li>27.4m people watched online videos during May 2008 </li></ul>(Sources: Ofcom, ComScore, BBC, LinkedIn – all 2008 )
  14. 14. Embracing Web 2.0 <ul><li>Audit </li></ul><ul><li>Engage </li></ul><ul><li>Influence </li></ul><ul><li>Some advice </li></ul>
  15. 15. Embracing Web 2.0 - Audit <ul><li>perceptions of company/brand/product – positive/negative/ neutral; reach, influence, volume, trends </li></ul><ul><li>opportunities – potential themes, targets, messages, categories, focus, niche expertise </li></ul><ul><li>audience – are targets web 2.0-savvy, receptive? </li></ul><ul><li>existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones. </li></ul><ul><li>corporate readiness – policies/procedures </li></ul><ul><li>resources – people, training, tools, time </li></ul><ul><li>competitors – what are they doing? Lessons? </li></ul>
  16. 16. audit - Crittall Windows <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>at least one employee on Facebook (plus a local area FB group – the Silver End Appreciation Society – with 99 members) </li></ul><ul><li>2 discussion board posts </li></ul>
  17. 17. audit - Crittal Windows (misspelt) <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>
  18. 18. Embracing Web 2.0 - Engage <ul><li>communicate policy – keep procedures up-to-date </li></ul><ul><li>integrate offline PR/marketing – be consistent </li></ul><ul><li>adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing </li></ul><ul><li>employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual </li></ul><ul><li>be responsiveness – timely engagement is vital </li></ul><ul><li>remain transparent – honesty and integrity at all times </li></ul><ul><li>recognise and reward involvement </li></ul>
  19. 19. Embracing Web 2.0 - Influence <ul><li>participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion </li></ul><ul><li>identify key influencers and opinion-formers </li></ul><ul><li>establish and nurture relationships </li></ul><ul><li>feedback – report back external perceptions, testimonials, etc </li></ul><ul><li>monitor, measure, adjust – track conversations, frequency of mentions, etc. Amend messages or tactics where necessary </li></ul>
  20. 20. Embracing Web 2.0 – some advice <ul><li>start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network </li></ul><ul><li>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 </li></ul><ul><li>manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies) </li></ul><ul><li>identify an issue, then respond (not vice versa) – eg: blog for a reason, not just because you can </li></ul><ul><li>identify the opportunities/risks – social media may change organisation dynamics; is your organisation ready to be more communicative? </li></ul>
  21. 21. Embracing Web 2.0 - ROI <ul><li>monitor social media buzz </li></ul><ul><ul><li>Google Analytics, Alexa - traffic to/from blogs, websites, etc </li></ul></ul><ul><ul><li>Technorati blog authority </li></ul></ul><ul><ul><li>Numbers of Twitter followers, YouTube views, etc </li></ul></ul><ul><ul><li>Growth of online communities, etc </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 (Dell’s Twitter-only deals earned $1m) </li></ul><ul><li>brand equity </li></ul>
  22. 22. Web 3.0? <ul><li>supposed third generation of Internet-based services – the 'intelligent Web' – machine-facilitated understanding of information to provide a more productive and intuitive user experience </li></ul><ul><li>1.0 was ‘read-only’, 2.0 is ‘read-write’, 3.0 will be ‘read-write-execute’ </li></ul><ul><li>“ Web 3.0 will ultimately be seen as applications which are pieced together. … the applications are relatively small, the data is in the cloud, the applications can run on any device, PC or mobile phone, the applications are very fast and they're very customizable.” ( Eric Schmidt, CEO of Google, May 2007 ) </li></ul>
  23. 23. Why does Web 2.0 matter? <ul><li>“ The only thing worse than being talked about is not being talked about.” </li></ul>
  24. 24. Online: the rise and rise [email_address] Twitter: @EEPaul Tel: 020 8858 1104, mob 07788 445920 To find out more…