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Online: the rise and rise (updated AEC Web 2.0 presentation)


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social media for architecture, engineering and construction - an updated version of CIMCIG presentation. Created by Paul Wilkinson, June 2009

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Online: the rise and rise (updated AEC Web 2.0 presentation)

  1. 1. Online: the rise and rise Paul Wilkinson
  2. 2. Who am I? <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>pwcom clients: HBG, pcm, Microsoft, BIW </li></ul></ul><ul><li>member of CIPR, IBP, Constructing Excellence </li></ul><ul><li>author of guide to construction collaboration technologies </li></ul><ul><li>co-founder of Be2camp </li></ul>
  3. 3. Agenda <ul><li>Pre-web – PR and marketing </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>Final words </li></ul>
  4. 4. ‘ pre-web’ PR and marketing <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>
  5. 5. 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>2009: 70%+ of UK have internet access </li></ul>
  6. 6. 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>Message / discussion boards </li></ul><ul><li>But still mainly information-centric; interactivity limited </li></ul>
  7. 7. 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)
  8. 8. Web 1.0 vs. Web 2.0 (Sources: Joe Drumgoole’s Copacetic ; 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
  9. 9. 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
  10. 10. 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”
  11. 11. 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: Facebook , MySpace, Bebo) … </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>Bookmarking/sharing (eg: Delicious , Digg, etc) </li></ul>
  12. 12. Web 2.0 – a lightning tour <ul><li>Sharing: </li></ul><ul><ul><li>Documents, etc (eg: Google Apps, Huddle, </li></ul></ul><ul><ul><li>Voice over IP – Skype </li></ul></ul><ul><ul><li>Calendar – Google Calendar, Timebridge </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, OSM) time-lines ( Dipity ) </li></ul><ul><li>Virtual worlds – eg: Second Life </li></ul>
  13. 13. <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
  14. 14. <ul><li>Be2camp – Built Environment and Web 2.0 community </li></ul><ul><li>‘ unconferences’ 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
  15. 15. 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>c. 20m 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>2m+ 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 )
  16. 16. 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>
  17. 17. 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>
  18. 18. 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>ex-employee group on Facebook </li></ul><ul><li>2 discussion board posts </li></ul>
  19. 19. 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>
  20. 20. Embracing Web 2.0 - Engage <ul><li>update and 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, not just PR </li></ul><ul><li>employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual </li></ul><ul><li>be responsive – 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>
  21. 21. 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, tone, etc. Amend messages or tactics where necessary </li></ul>
  22. 22. 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 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>
  23. 23. 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><ul><ul><li>But not just quantity – look at quality (eg: sentiment) </li></ul></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>improved recruitment </li></ul><ul><li>increased media coverage (eg: thought leadership) </li></ul><ul><li>brand equity </li></ul>
  24. 24. Why does Web 2.0 matter? <ul><li>“ The only thing worse than being talked about is not being talked about.” </li></ul>
  25. 25. Online: the rise and rise [email_address] Twitter: @EEPaul Tel: 020 8858 1104, mob 07788 445920 To find out more…