towards marketing 2.0

pwcom.co.uk

Be2camp Heritage - London, June 2011The Be2camp Story (so far)

Paul Wilkinson(pwcom.co.uk)

BuiltEnvironment

Web 2.0

Barcamp

pwcom.co.uk

pwcom.co.uk

“Unorganisation”

Meetings via Skype

Conversationsvia Twitter

TimeAndDate to organise meeting times

Meetings in Second Life

blog, forum on Ning

Google GroupsGoogle Docs

Just 2 emails

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pwcom.co.uk

• World’s first ‘unconference’ focused on Web 2.0 for the built environment

• Building Centre, London, 10 October 2008

• Free to attend

• Participative

• Online andface-to-face

“Unconference”

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“Unplanning”Before a Be2camp event:

• People volunteer to help, to speak, etc

• Topics discussed online

• Themesidentified

• Sponsorsapproached

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“Unhosting”At a Be2camp:

• Running order agreed

• Participants not delegates

• Sessions streamed live

• Live-blogging

• Twitterfall

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“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

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Forthcoming Be2camp events• … at GreenBuild Expo, Manchester.

29 June 2011

• … at Green Vision (Sustainable Energy in Buildings event), Leeds, 7 July 2011

• Planning… Didcot, Milton Keynes  

pwcom.co.uk

Be2camp Heritage - London, June 2011

Towards Marketing 2.0

Paul Wilkinson(pwcom.co.uk)

pwcom.co.uk

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

– What is Web 2.0 – a lightning tour

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

– Web 2.0 – putting it all together

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

• Ten lessons learned

WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR

pwcom.co.uk

WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR

pwcom.co.uk

Who am I?• B2B PR professional since 1987

– in-house: Halcrow, Tarmac, BIW– Consultancy (B2B clients):

4Projects, BIW, Earthshine, SliderStudio, tCn, Vertice, Woobius

• Author• Wikipedian (2003), blogger (2005),

tweeter (2008)

WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR

pwcom.co.uk

video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts

- intranets – portals video-conferences –

extranets – web-conferences –file-sharing (P2P) – discussion forums

– homepages – wikis VOIP -

podcasts - blogs – Twitter – RSS –

Facebook – web communities –

RFID - tagging – GPS – IoT – QR

codes - mashups –virtual worlds –

Augmented reality – Web 3.0 – etc

Face-to-face

Hand drawings

Physical models

Telegraph

Photography

Written word

Messengers

Printing

Telephone

- Telex

- Fax Radio – TV

computers

time

num

ber

of to

ols

WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR

pwcom.co.uk

• Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• … and no Google

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

‘Before web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• eventsStill important

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Web 2.0 or social media – What is it?

(Sources:Wikipedia; Kaizo; Euan Semple)

“People having conversations online”

• the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.

• “globally distributed, near instant, person to person conversations”

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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(Source: Role of Social Media in Commercial Property

RICS 2009 – Remit Consulting)

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Discussion forums

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Wikis– open – Wikipedia– organisation –

RIBApedia– Internal

• Fielden Clegg Bradley

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

• Podcasts

• Blogs• Individual• Corporate• Media

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

• Twitter• Personal• Corporate• Media• Lists, eg:

• trade bodies• media• Architects

• Twibes• Leagues

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

– Feed-readers• local or web-based: Google Reader, etc

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Social networking

– from personal

– to professional

– to industry focused

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

WEB 2.0TODAY WHO, ME? TOUR

5327 members 1614 members

MKTG 2.0

pwcom.co.uk

www.tcn.uk.com

www.reorb.com

2854 members

3982 sign-ups

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Tagging/sharing

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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• Sharing:– Presentations– Travel– Reviews– Photos– Video– etc

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

• Location:– Real world– Augmented reality– Virtual world

WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?

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• Timelines:

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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TOURWEB 2.0TODAY WHO, ME?

• Changing PR– Digital news release issued as a webpage, linked

via RSS or a URL• URL disseminated by email, Twitter, SMS, IM

• easily monitored – eg: unique visitors, time on page, downloads

• bespoke pages for different journalists –with different URLs for distribution

– Easily bookmarked– Associated multimedia

• We are all publishers now!

WEB 2.0TODAY WHO, ME? MKTG 2.0

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• Changing events

Hybrid = online + face-2-face

• Real-time sharing/feedback

• Multiple locations

• We are all broadcasters now!

TOURWEB 2.0TODAY WHO, ME? MKTG 2.0

pwcom.co.uk

• Changing events

– Virtual events

• virtual stands

• no travel

• interact online

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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Changing AEC services, new opportunitiesExamples:

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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Changing AEC services, new opportunitiesMore examples:

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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Slider Studio

Stickyworld.com

• architects turned software developers• developing new Web 2.0 product• learning by doing

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

Slider Studio

YouCanPlan

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

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Woobius

• also architects turned software developers• start-up with little PR budget …but social-savvy• wanted low cost, fast, trackable comms

WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?

pwcom.co.uk

Woobius – applying PR 2.0Audit• competitors not using Web 2.0• Web 2.0 good to reach AEC ‘innovators’

Engage• all individuals empowered, ‘netiquette’• conversations, online and at events

Influence• Woobius covered in key blogs• innovation awards (useful for funding!)• 11,000 registered users after two years

WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0

pwcom.co.uk

Summary/final points• like it or not, social media matters• multiple channels need more long-term, strategic

approach• need to integrate online and offline• authenticity is vital• in B2B, it’s about:

“People having useful conversations online”

pwcom.co.uk

Be2camp Heritage - London, June 2011

Q&AThank you

Contact: Paul WilkinsonWebsite: www.pwcom.co.uk

PR blog: www.blog.pwcom.co.ukEmail: paul.wilkinson@pwcom.co.uk

Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul

http://www.google.com/profiles/paul.wilkinson19