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

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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


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)


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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


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• 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

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


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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”


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(Source: Role of Social Media in Commercial Property

RICS 2009 – Remit Consulting)


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• Discussion forums


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• Wikis– open – Wikipedia– organisation –

RIBApedia– Internal

• Fielden Clegg Bradley


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• Podcasts

• Blogs• Individual• Corporate• Media


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

• trade bodies• media• Architects

• Twibes• Leagues


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• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

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


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• Social networking

– from personal

– to professional

– to industry focused


pwcom.co.uk

WEB 2.0TODAY WHO, ME? TOUR

5327 members 1614 members

MKTG 2.0

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www.tcn.uk.com

www.reorb.com

2854 members

3982 sign-ups


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• Tagging/sharing


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


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• 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:


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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

pwcom.co.uk

• 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


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Changing AEC services, new opportunitiesExamples:


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Changing AEC services, new opportunitiesMore examples:


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Slider Studio

Stickyworld.com

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


pwcom.co.uk

Slider Studio

YouCanPlan


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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


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: [email protected]

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

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

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