Online:the rise and rise

Paul Wilkinson

Who am I?

worked in construction industry since 1987 in-house: Halcrow, Tarmac/Carillion, BIW pwcom clients: HBG, pcm, Microsoft, BIW

member of CIPR, IBP, Constructing Excellence author of guide to construction collaboration

technologies co-founder of Be2camp

Agenda

Pre-web – PR and marketing 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? Embracing Web 2.0: a three step plan + advice ROI

Final words

‘pre-web’ PR and marketing

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 email2009: 70%+ of UK have internet access

Web 1.5

Since late 1990s … shared drives intranets – closed internal websites extranets – private websites shared, for

example, among project team members Message / discussion boards

But still mainly information-centric; interactivity limited

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

lecture 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/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 – 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: Facebook, MySpace, Bebo) … to professional (Facebook, LinkedIn) … to

networks/communities (eg: Be2camp - built on Ning platform) Social search (eg: Wikia)

Bookmarking/sharing (eg: Delicious, Digg, etc)

Web 2.0 – a lightning tour

Sharing: Documents, etc (eg: Google Apps, Huddle, Box.net) Voice over IP – Skype Calendar – Google Calendar, Timebridge Photos – Flickr Video – YouTube Stuff – Freecycle

Mashups: Mapping (Google Maps, OSM)time-lines (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

‘unconferences’ organised using Web 2.0 tools

50+ attendees in London

180 online during the day

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 c. 20m UK people on Facebook not just Gen Y: Facebook users in 35-54 age range currently

doubling every two months 2m+ UK LinkedIn users 27.4m people watched online videos during May 2008

(Sources: Ofcom, ComScore, BBC, LinkedIn – all 2008)

Embracing Web 2.0

Audit Engage Influence

Some advice

Embracing Web 2.0 - Audit

perceptions of company/brand/product – positive/negative/ neutral; reach, influence, volume, trends

opportunities – potential themes, targets, messages, categories, focus,

niche expertise audience – are targets web 2.0-savvy, receptive?

existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones.

corporate readiness – policies/procedures

resources – people, training, tools, time

competitors – what are they doing? Lessons?

audit - Crittall Windows

5 blog articles (Bloglines) 15 YouTube videos 173 photos on Flickr 7 Wikipedia mentions ex-employee group on Facebook 2 discussion board posts

audit - Crittal Windows (misspelt)

16 blog articles (Google blogs search) 18 more tagged photos on Flickr 1 mention on Twitter 16 discussion posts

Embracing Web 2.0 - Engage

update and communicate policy – keep procedures up-to-date

integrate offline PR/marketing – be consistent adapt strategy – may involve multiple channels/tools/

techniques. Not just marketing, not just PR employ ‘netiquette’ – web 2.0 is more immediate, more informal,

more casual be responsive – timely engagement is vital remain transparent – honesty and integrity at all times recognise and reward involvement

Embracing Web 2.0 - Influence

participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion

identify key influencers and opinion-formers establish and nurture relationships feedback – report back external perceptions, testimonials, etc

monitor, measure, adjust – track conversations, frequency of mentions, tone, etc. Amend messages or tactics where necessary

Embracing Web 2.0 – some advice

start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network

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

manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)

identify issue, then respond (not vice versa) – eg: blog for a reason, not just because you can

identify the opportunities/risks – social media may change organisation dynamics; is your organisation ready to be more communicative?

Embracing Web 2.0 - ROI

monitor social media ‘buzz’ Google Analytics, Alexa - traffic to/from blogs, websites, etc Technorati blog authority Numbers of Twitter followers, YouTube views, etc Growth of online communities, etc

But not just quantity – look at quality (eg: sentiment)

‘crowd-sourced’ feedback on company/products customer loyalty, word of mouth recommendations number of sales leads (Dell’s Twitter-only deals earned $1m) improved recruitment increased media coverage (eg: thought leadership) brand equity

Why does Web 2.0 matter?

“The only thing worse than being talked about is not being talked about.”

Online:the rise and rise

paul.wilkinson@pwcom.co.ukhttp://www.pwcom.co.ukTwitter: @EEPaulTel: 020 8858 1104, mob 07788 445920

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