This document summarizes a presentation about online and offline community engagement. It discusses the evolution of communication technologies from early methods like letters to modern tools like social media. It also describes several case studies of online communities for architecture professionals, including Be2camp unconference events that brought people together both online and in-person. The presentation emphasizes that community engagement is about people rather than any single technology.

1. pwcom.co.uk
London, 28 October 2010
Community engagement:
online, offline – it’s a people thing
CIPR Social Summer, #ciprsm, London
by Paul Wilkinson

2. pwcom.co.uk
video
-
fax
-
mobile
telephones
-
ICQ
-
IM
–
email
–
groupware
–
FTP
–
websites
–
texting
-
intranets
–
portals
-
video/tele-conferencing
–
extranets
-
web-
conferencing
-
file-sharing
(P2P)
–
discussion
forums
–
homepages
–
wikis
–
podcasts
-
blogs
–
microblogs
–
RSS
–
social
networks
–
social
search
–
tagging
–
GPS
-
mashups
–
virtual
worlds
–
AR
–
Web
3.0
–
etc
-
etc
WEB 2.0 EVENING
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BE2CAMP
INTRO TACTICS
Face-to-face
Hand drawings
Physical models
Written word
Messengers
Telegraph
Photography
Telephone
Radio/audio
Television
Telex
Printing

3. pwcom.co.uk
Websites for … Web 2.0 is about …
reading writing
companies communities
one-way two-way
lecture conversation
advertising word-of-mouth
owning sharing
(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)
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BE2CAMP
INTRO TACTICS

4. pwcom.co.uk
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
WEB 2.0 EVENING
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BE2CAMP
INTRO TACTICS

5. pwcom.co.uk
Traditionally, websites …
• Then … intranets, wikis
• Now expanding Web 2.0 use
• From learned societies to business breakfasts
– fan groups
– customer communities; distributor/dealer networks
– cause-related sites established to share information
about particular subjects
– event sites (eg: to support conferences, festivals, etc)
– readership communities
– membership sites
WEB 2.0 EVENING
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BE2CAMP
INTRO TACTICS

6. pwcom.co.uk
Twitter
• loads of people,
companies, etc
• Lists
• TwitterLeagues
• Twibes
• #hashtags
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BE2CAMP
INTRO TACTICS

7. pwcom.co.uk
Facebook
• lots of people,
pages, groups
• difficult to find
effective B2B use of
Facebook
• Interaction more
important than ‘fans’
or ‘likes’
• Limited branding,
etc
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BE2CAMP
INTRO TACTICS

8. pwcom.co.uk
LinkedIn
• lots of AEC groups
• 85 “AEC”
• 1,350 “architecture”
• 2,135 “construction”
• easy to join groups
• some still very
recruitment-focused
• Limited branding,
etc
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BE2CAMP
INTRO TACTICS

9. pwcom.co.uk
RIBApedia
• Research
and
education
site
• create
profiles,
share links,
blogs, etc
• built on
MediaWiki
WEB 2.0 EVENING
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BE2CAMP
INTRO TACTICS

10. pwcom.co.uk
RIBA Knowledge
Communities
• beta project initially
• relaunched within
RIBA in early 2009
• hosted on Elgg
• 918 site members
(at 8 October 2009)
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BE2CAMP
INTRO TACTICS

11. pwcom.co.uk
London, 28 October 2010
The Be2camp Story (so far)
Built
Environment
Web 2.0
Barcamp
Subtitle: the power of ‘hybrid events’

12. pwcom.co.uk
June 2008

13. pwcom.co.uk
Web 2.0 in practice
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

14. pwcom.co.uk
Ning site created 31 July 2008

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• World’s first ‘unconference’ focused on
Web 2.0 for the built environment
• Building Centre, London, 10 October 2008
• Free to attend
• Participative
• Online and
face-to-face
“Unconference”

16. pwcom.co.uk
“Unplanning”
Before a Be2camp event:
• People volunteer to help, to speak, etc
• Topics discussed online
• Themes
identified
• Sponsors
approached

17. pwcom.co.uk
“Unhosting”
At a Be2camp:
• Running order agreed
• Participants not delegates
• Sessions streamed live
• Live-blogging
• Twitterfall

18. pwcom.co.uk
“Open-sourcing”
After a Be2camp:
• Video on Ustream, YouTube
• Photos on Flickr
• Presentations on Slideshare
• Live-blog, chat on Coveritlive
• Discussions/downloads continue
• All on www.be2camp.com

19. pwcom.co.uk
First Be2camp statistics
London, 10 October 2008
• c. 55 people attended (in real-life)
• 183 unique visitors to be2camp website
• CoverItLive feed: 47 unique visitors
• At one point, 12 individuals watching the
Be2camp live feed in Second Life
• 8 sign-ups to Be2camp during day

20. pwcom.co.uk
Second Be2camp
• #Be2campnorth
• Liverpool
• 15 May 2009
• hashtag was one of the top
buzz-words on Twitter.

21. pwcom.co.uk
Be2camp membership growth Aug 2008 - 6 Oct 2009
0
50
100
150
200
250
300
350
400
aug sep oct nov dec jan feb mar apr may jun jul aug sep oct nov
month
Total
Be2camp
members
0
10
20
30
40
50
60
70
80
Joiners
in
month
cumulative total
monthly joiners
Be2camp
10 Oct
Be2camp
North
15 May
Be2camp
Brum
12 Aug
Be2camp
WB
7-8 Oct
eg: RIBA
WEB 2.0 FACEBOOK
TWITTER
INTRO LINKEDIN NING SITES
“Event-powered growth”

22. pwcom.co.uk
Be2party

23. pwcom.co.uk
Be2camp year two
• Be2camp Brum, August 2009
• Be2camp@WorkingBuildings, October
• SMWBe2camp
February 2010
• Be2campEast 1
April 2010
• Be2campNW
June 2010
• Be2camp Brum 2
August 2010

24. pwcom.co.uk
Be2camp membership growth August 2008 - August 2010
0
50
100
150
200
250
300
350
400
450
500
550
aug
sep
oct
nov
dec
jan
feb
mar
apr
may
jun
jul
aug
sep
oct
nov
dec
jan
feb
mar
apr
may
jun
jul
aug
month
Total
Be2camp
members
0
10
20
30
40
50
60
70
80
90
100
110
Joiners
in
month
cumulative total
monthly joiners
Event-driven growth (contd)

25. pwcom.co.uk
Be2camp facilitating
• RIBAforum09 – RIBA,
27 October 2009
• University of Dundee –
- World Water Day workshop
22 March 2010
• BIFM – conference fringe
workshop, 13 April 2010
• Sandwell MBC – social
media workshops
26-27 April 2010

26. pwcom.co.uk
• “Property
Week” network
• ‘Soft launch’ 25
September
2009
• 3,995
members
(23/10/2010)
WEB 2.0 EVENING
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INTRO TACTICS

27. pwcom.co.uk
• “Building”
magazine
network
• ‘Soft launch’
October 2009
• 1,292 members
(23/10/2010)
• Good Ning
customisations
• endorsement of
Ning? or
inexpensive
UBM
experiments?
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28. pwcom.co.uk
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30. pwcom.co.uk
Thirteen things to think about
1. Do we need an online community?
2. How will users benefit?
3. Who will run it?
4. Integration with other communications?
5. What rules will we have?
6. How will we work out what our community wants?
7. If we build it, will they come?
8. When they come, what will people do?
9. How will others in the organisation be involved?
10. Why are some users more active and vocal than others?
11. How big could your community be?
12. How will we measure the impact?
13. How will we fund the site?
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31. pwcom.co.uk
Do we need an online community?
• have a clear strategic reason to create and
build an online community
• Otherwise …
How will we measure the impact?
Think ‘outcomes’
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32. pwcom.co.uk
WEB 2.0 EVENING
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Integration with other communications?
People tend to be social in more than one place
Think about related activities on:
• blogs, websites, e-newsletters
• Facebook, LinkedIn, YouTube, Flickr, Twitter,
Slideshare, etc
• offline (magazines, posters, events, etc)

33. pwcom.co.uk
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Why are some users more active and vocal than
others?
Because they are…
90-9-1 (aka the 1% rule) … or 80-19-1 … or 75-20-5 …
Lurkers, regulars, power users

34. pwcom.co.uk
tCn
• AEC community
• launched March 2010
• hosted on Dolphin
• 1644 site members
(as at 28 October 2010)
Using: blog, YouTube,
Facebook, Twitter,
RSS, and offline
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35. pwcom.co.uk
London, 28 October 2010
Thank you and Good Eve-Ning!
Contact: Paul Wilkinson
Blog: www.pwcom.wordpress.com
Email: paul.wilkinson@pwcom.co.uk
Tel: +44 (0)20 8858 1104
mob: 07788 445920
Twitter: @EEPaul