lessons in applying web 2.0 to construction pr and marketing

pwcom.co.uk

London, 10 September 2009

Lessons in applying Web 2.0 to construction PR and

marketing

Presentation to CIMCIGby Paul Wilkinson

(pwcom.co.uk)

pwcom.co.uk

• Agenda• Who am I?• Pre-web and Web 1.0• Web 2.0

– What is Web 2.0 – a lightning tour

– Web 2.0 – putting it all together

– What’s changing? Why does Web 2.0 matter?

• AEC 2.0: applying Web 2.0 to construction– audit, engage, influence, measure

• Some lessons learned

PRE-WEB WEB 2.0 AEC 2.0 LESSONSAGENDAWHO AM I?

CONTEXTTOUR

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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


CONTEXTTOUR

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‘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 …


CONTEXTTOUR

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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 2.0 AEC 2.0 LESSONSCONTEXTTOURPRE-WEBAGENDAWHO AM I?

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Web 1.5 - late 1990s …• shared drives• intranets – closed internal websites• extranets – private websites shared, for

example, among project team members

But still mainly information-centric


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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”

also ‘Enterprise 2.0’, ‘Social business’(Sources: Wikipedia; Kaizo)


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• Discussion forums (eg: Building, Contract Journal, Constructing Excellence)

• Wikis– open – Wikipedia– organisation – RIBApedia– internal - Fielden Clegg Bradley– Publication – BSD project wiki

• Podcasts• Blogs

• Personal but work-related – eg: ExtranetEvolution.com• Corporate – eg: Life at HOK• Media tool – eg: ZeroChampion,

The CJ Foreman, Brickonomics• Micro-blogging – Twitter: personal, corporate, media

“Wisdom of

crowds”


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• RSS– RSS publishing (from bloggers, media, corporate, search)– Feed-readers (local or web-based: Google Reader, etc)

• Social networking– from personal (eg: MySpace, Bebo, Facebook) …– to professional (Facebook, LinkedIn) …– to AEC focused networks/communities

(eg: Be2camp, G4C, etc - built on Ning platform)

• Collaboration spaces– generic: Huddle, Basecamp– AEC focused: Asite, Woobius, BIW, etc

• Tagging/sharing (eg: Delicious, Digg, etc)

PRE-WEB WEB 2.0 AEC 2.0 LESSONSWHO AM I?

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• Sharing:– Documents, presentations, etc (eg: Google Apps)– Slides – (Slideshare)– Travel tips (TripAdvisor, Dopplr)– Voice over IP – Skype– Calendar – Google Calendar; setting meetings (Doodle)– Photos – Flickr, Picasa, Photobucket– Video – YouTube, Vimeo– Stuff – Freecycle

• Mashups: Maps (Google Maps, OSM), timelines (Dipity)

• Virtual worlds – eg: Second Life


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• 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: no. of unique visitors, time on page, 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


CONTEXTTOURAGENDA

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• Be2camp – Built Environment and Web 2.0

community

• ‘unconferences’ organised using Web 2.0 tools

• 80+ attendees in Birmingham

• 135 Ustream viewers in day


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www.be2camp.com

http://be2camplondon2009.eventbrite.com/


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HOK – official presence on:• Life at HOK Blog• Facebook• LinkedIn• Flickr• YouTube• Twitter• Delicious• etc, etc


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New marketing and PR tactics, resourcesExamples:• Crowd-sourcing tools

for marketing• Customer/member

engagement• Event management


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New AEC services, new opportunitiesExamples:


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New AEC services, new opportunitiesMore examples:


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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)


CONTEXTTOUR

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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


TOUR CONTEXTAGENDA

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Trad’l B2B marketing

was often …

B2B marketing 2.0

is becoming …

tactical

promotion

marketing dept only

short term

static

within boundaries

strategic

4 (or 5) Ps

whole company

long term

mobile

across boundaries


TOUR CONTEXTAGENDA

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Why does Web 2.0 matter? - context:• 68% UK homes have broadband internet access• 19 million (50%) of UK internet users now visit

Facebook• 30% of British adults have social networking profiles• average user spends c. six hours a month on Facebook• May 2008-May 2009: UK visits to

– Facebook + 73%– Flickr + 70%– Wikipedia + 36%– YouTube + 35% (16 million UK users in May 2009 alone)

• not just Gen Y: 35% of Facebook users 35-54• 2m+ UK LinkedIn users; c 3m UK Twitter users


TOUR CONTEXTAGENDA

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AEC 2.0: Embracing Web 2.0• Audit• Engage• Influence• Measure

• Some lessons learned


TOUR CONTEXT

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Embracing Web 2.0 – Audit the ecosystem• 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.

• resources – people, training, tools, time

• competitors – what are they doing? Lessons?

• corporate readiness – policies/procedures, IDs/domains/etc

PRE-WEB WEB 2.0 LESSONSWHO AM I?

TOUR CONTEXT AEC 2.0AGENDA

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


CONTEXTTOUR AEC 2.0AGENDA

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audit – ‘Crittal’ Windows (ie: misspellings)• 16 blog articles (Google blogs search)• 18 more tagged photos on Flickr• 1 mention on Twitter• 16 discussion posts



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Embracing Web 2.0 - Engage• update and communicate policy – keep internal 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



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Crittall • started blogger engagement …• … then started blog• RSS feed on website• @JohnKatCrittall on Twitter• LinkedIn company profile• Wikipedia edits• Crittall Facebook page

• … and campaign gainedmedia coverage (eg:Construction Manager, July 2009)



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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• stay relevant – content is king, no ‘hard sell’, persevere

• feedback – report back external perceptions, testimonials, etc

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



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Embracing Web 2.0 - Measure• monitor social media ‘buzz’

– Google Analytics, Alexa - traffic to/from blogs, websites, etc



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Embracing Web 2.0 - Measure• monitor social media ‘buzz’ (contd)

– Technorati blog authority, Google page rank– numbers: Twitter followers, YouTube views, blog comments, 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• improved recruitment• increased media coverage (eg: thought leadership)

• brand equity



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Embracing Web 2.0 – some lessons learned• start small – eg: Google Alerts to gather market intelligence, then

- depending on strategy - maybe an internal wiki project, blog network, Facebook page

• 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(s), 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?


CONTEXTTOURAGENDA

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Embracing Web 2.0 – some lessons learned (contd)• spread the risk – many Web 2.0 tools are still early-stage. Not all

of them will survive• monitor and moderate – ensure updates, etc, are appropriate

(ban spammers promptly); have policies in place governing employees online activities

• bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc

• you can’t ignore it – organisations need awareness/education whether they use social media or not

PRE-WEB WEB 2.0 AEC 2.0WHO AM I?

CONTEXTTOUR LESSONSAGENDA

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If business leaders don’t engage directly with the public, someone else will. With the growth of social media, “citizen journalists” could be blogging and tweeting about your business.(Steve Martin, CEO, Clugston Construction)

PRE-WEB WEB 2.0 AEC 2.0WHO AM I?

CONTEXTTOUR LESSONSAGENDA

pwcom.co.uk

London, 10 September 2009

Thank you

Contact: Paul Wilkinsonwww.pwcom.co.uk

Email: [email protected]: +44 (0)20 8858 1104

mob: 07788 445920Twitter: @EEPaul

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