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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
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“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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• 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
pwcom.co.uk
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
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WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR
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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
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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
WEB 2.0TODAY WHO, ME? MKTG 2.0TOUR
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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
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
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WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0
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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
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• Podcasts
• Blogs• Individual• Corporate• Media
WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0
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• Twitter• Personal• Corporate• Media• Lists, eg:
• trade bodies• media• Architects
• Twibes• Leagues
WEB 2.0TODAY WHO, ME? TOUR MKTG 2.0
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• 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
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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
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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:
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
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• 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
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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?
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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: [email protected]
Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19