Getting Social. Why Web 2.0 matters for B2B
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Talk to Kent branch of Institute of Directors marketing forum, in Maidstone, on 11 April 2011
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Getting Social. Why Web 2.0 matters for B2B
- 1. Getting Social Paul Wilkinson (pwcom.co.uk)
- 2. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 6. 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 number of tools WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 9. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 10. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 18. 1581 members 5110 members WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 19. www.tcn.uk.com www.reorb.com 2854 members 3982 sign-ups WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 27. … so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 34. New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
- 54. Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19
Notas del editor
- All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
- Quick overview of this presentation.
- Early websites
- Hundreds of applications, in lots of categories 24 categories in Brian Solis’s’ Conversation prism
- Remit Consulting pares number of categories down from 24 to 12
- Let’s take a quick tour First off – discussion forums
- Wrote about this in guest blog post on CE blog Suspect Paul Morrell’s first ever blog post
- Network of contacts
- Now combining wider range of tools and techniques. Still have to be a good marketeer or PR operator. But need good knowledge of how to integrate SM tools into the communications mix
- Now combining wider range of tools and techniques with event management – and adding capabilities such as broadcasting previously too expensive for most budgets. My Slidecast got 481 views in the first week after it was published on SlideShare.
- Now combining wider range of tools and techniques with event management
- US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
- US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
- Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
- Worked with HR department Identified a Facebook Queen (our youngest, 20-something team member) Managing the HOK Network channels is a team effort for the Corporate Communications group
- The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
- Corporate communications identified a Lord of the Flickr
- With video an increasingly popular download online, a HOK YouTube channel was an obvious step
- HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
- In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum Good example of: applying consistent branding across online channels Aligning corporate strategic objectives with online tactics Involving, educating and monitoring staff engagement with different channels How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
- Looking back, planning ahead
- 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
- If you have existing social media practitioners, seek to build on their experiences and skills
- 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
- – social media may change organisation dynamics; is your organisation ready to be more communicative?
- spread the risk – many Web 2.0 tools are still early-stage. Not all of them will survive
- monitor and moderate – ensure status updates, etc, are appropriate (ban spammers promptly) have policies in place governing employees online activities – protect you and sometimes protect them from themselves
- bans don’t work – can even be counter-productive, preventing marketing people from monitoring brands in social networks, etc Mobile tools Drive people out of organisation or deter them from joining in the first place – would you ban people having pub conversations about your organisation?
- you can’t ignore it – organisations need awareness/education whether they use social media or not – there is no Return on Ignoring If you ignore conversations among your customers, you lose information – and, remember, your competitors will be listening to your customers