Slides used at Be2camp Brum (12 August 2009). Opening presentation gave an overview of the range of social media tools available for use in corporate PR and marketing (not solely for construction organisations - but that was the main focus of the event)

1. Online:the rise and rise Paul Wilkinson

2. Agenda before web Web 1.0 Web 2.0 What is Web 2.0 – a lightning tour Web 2.0 – putting it all together Why does Web 2.0 matter? Final words

3. ‘Before web’ Mainly printed collateral and face-to-face: print advertising brochures, company magazines, newsletters media relations and other PR direct marketing market research events – exhibitions, conferences, etc Still important, but from 1993 …

4. Web 1.0 Mid 1990s … first generation websites static pages instead of dynamic user-generated content HTML ‘brochure-ware’, later PDFs limited interaction with site visitors some integration with email

5. Web 1.5 Since late 1990s … shared drives intranets – closed internal websites extranets – private websites shared, for example, among project team members But still mainly information-centric

6. Web 2.0 – aka: social media Definitions: primarily internet- and mobile-based tools for sharing and discussing information among human beings the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. “People having conversations online” In business, also Enterprise 2.0 (Sources: Wikipedia; Kaizo)

7. Web 1.0 vs. Web 2.0 (Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)

8. Web 1.0 vs. Web 2.0

9. Web 2.0 – a lightning tour Discussion forums (eg: Building, Contract Journal, Constructing Excellence) Wikis open – Wikipedia organisation – RIBApedia internal - Fielden Clegg Bradley Blogs personal and work-related corporate media tool micro-blogging – Twitter “Wisdom of crowds”

10. Web 2.0 – a lightning tour RSS RSS publishing (from bloggers, media, corporate, search) Feed-readers (local or web-based: Newsgator, Google Reader, etc) Social networking from personal (eg: MySpace, Bebo, Facebook) … to professional (Facebook, LinkedIn) … to networks/communities (eg: Be2camp - built on Ning platform) Social search (eg: Wikia) Tagging/sharing (eg: Delicious, Digg, etc)

11. Web 2.0 – a lightning tour Sharing: Documents, presentations, etc (eg: Google Apps) Voice over IP – Skype Calendar - Google Calendar; fixing meetings (Doodle) Photos – Flickr Video – YouTube Stuff – Freecycle Mashups: Maps (Google Maps, OSM), timelines (Dipity) Virtual worlds – eg: Second Life

12. The digital news release release issued as a webpage, linked via RSS or a URL – no attachments, can be updated as necessary URL disseminated by email, Twitter, SMS, IM easily monitored – eg: number of unique visitors, time spent reading, downloads bespoke pages for different journalists –with different URLs for distribution includes social bookmark tools –page can be shared via Reddit, Digg, etc multimedia content – eg: YouTube video,high and low-res images, PDFs, etc content tagged with keywords Web 2.0 – putting it all together

13. Be2camp – Built Environment and Web 2.0 community 2008 ‘unconference’ organised using Web 2.0 tools 50+ attendees in London 180 online during the day Web 2.0 – putting it all together

14. Crowd-sourcing tools for marketing: Logo design = 99designs run an online competition to design a logo to meet your brief Brand names = namethis “48-hour contest to find a brand name for your venture. The namethis community suggests names, and then votes on the best ones” ($99) Product design and manufacturing = Ponoko take a picture of a sketch, upload it, and then wait for designers to tell you how much it would cost to have made for real Product redesign = redesignme “platform where communities and companies collaborate on new / revamped products and services.” Software & usability testing = uTest Images = Flickr Web 2.0 – putting it all together

15. Why does Web 2.0 matter? Context: 70% UK homes have PC or laptop 65% have home internet access (58% via broadband) 71% UK adults access internet 41% of UK adults accessed blogs during August 2008 30% of British adults have a social networking profile Half UK's online population have a Facebook profile and spend an average of nearly six hours a month on the site not just Gen Y: 35% of Facebook users in 35-54 age range 2m+ UK LinkedIn users; 2.6m UK Twitter users 27.4m people watched online videos during May 2008 (Sources: Ofcom, ComScore, BBC, LinkedIn – 2008, 2009)

16. Why does Web 2.0 matter? “The only thing worse than being talked about is not being talked about.”

17. Online:the rise and rise To find out more… paul.wilkinson@pwcom.co.uk http://www.pwcom.co.uk Twitter: @EEPaul Tel: 020 8858 1104, mob 07788 445920