Applying Web 2.0 to Construction PR and Marketing
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Lessons in applying Web 2.0 to construction PR and marketing
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Applying Web 2.0 to Construction PR and Marketing
- 1. Lessons in applying Web 2.0 to construction PR and marketing Presentation to CIMCIG by Paul Wilkinson (pwcom.co.uk)
- 13. www.be2camp.com http://be2camplondon2009.eventbrite.com/ PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? CONTEXT TOUR AGENDA
- 18. (Sources: Joe Drumgoole’s Copacetic ; Darrenbarefoot.com 2006 ) PRE-WEB WEB 2.0 AEC 2.0 LESSONS AGENDA WHO AM I? CONTEXT TOUR 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
- 19. PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? TOUR CONTEXT AGENDA 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
- 20. PRE-WEB WEB 2.0 AEC 2.0 LESSONS WHO AM I? TOUR CONTEXT AGENDA 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
- 33. 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 2.0 WHO AM I? CONTEXT TOUR LESSONS AGENDA
- 34. Thank you Contact: Paul Wilkinson www.pwcom.co.uk Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul
Editor's Notes
- 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
- Logo design = 99designs run an online competition to design a logo to meet your brief – 45,000 designers! Brand names = namethis “ 48-hour contest to find a brand name for your venture. The namethis community suggests names, and then votes on the best ones” ($99)
- US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers. Interestingly, microblogging service Twitter ranked higher among b-to-b (70%) than b-to-c (46%) respondents. Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
- Recent examples: Domino’s Pizzas (YouTube), Ryanair (bloggers), Dixons employees (Facebook), Asite (Facebook)
- What are your strategic objectives? - brand recognition, client retention, customer service, lead generation, thought leadership (maybe all of these and more)