Online: the rise and rise. How Web 2.0 is changing construction PR and marketing
17
Online: the rise and rise Paul Wilkinson
-
Upload
pwcomcouk-ltd -
Category
Business
-
view
944 -
download
1
description
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)
Transcript of Online: the rise and rise. How Web 2.0 is changing construction PR and marketing
Online:the rise and rise
Paul Wilkinson
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
‘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, etcStill important, but from 1993 …
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
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
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)
Web 1.0 vs. Web 2.0
Web 1.0 was about … Web 2.0 is about …
reading writing
companies communities
one-way two-way
lectures conversation
advertising word-of-mouth
owning sharing(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)
Web 1.0 vs. Web 2.0
Trad’l marketing/PRwas about …
Marketing/PR 2.0is increasingly …
B2CB2B
B2C2BB2i2B
one-to-manymonologue
control of messagecontrol of media
many-to-many (C2C)dialogue
user-generated contentuser self-publishing
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”
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)
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
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
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
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
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)
Why does Web 2.0 matter?
“The only thing worse than being talked about is not being talked about.”
Online:the rise and rise
[email protected]://www.pwcom.co.ukTwitter: @EEPaulTel: 020 8858 1104, mob 07788 445920
To find out more…
