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Web 2.0: Why Should I Care?
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Tom FinanDirector of Business Developmentand MarketingHelmkamp Construction
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
The Associated General Contractors of America (AGC) is a Registered Provider with The American Institute of Architects Continuing Education Systems. Credit earned on completion of this program will be reported to CES Records for AIA members. Certificates of Completion are available on request.
• This program is registered with the AIA/CES for continuing professional education. As such it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product. Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Copyright
This presentation is protected by U.S. and International copyright laws. Reproduction, distribution, display and use of the presentation
without written permission is prohibited.
© 2010, Helmkamp Construction Co.
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Learning Objectives
• Understand basic Web 2.0 concepts and how to use them• Identify how Web 2.0 is being used in the construction industry.
Web 2.0 – It’s Everywhere!
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Web 2.0: A second-generation of Internet-based services — such as social networking sites, Wikis, communication tools, mobile/wireless and blogs that let people collaborate and share information.
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Signs of Change• 91 percent of journalists say they use search engines to research stories and
78 percent online pressrooms.Pew Internet & American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007
• 88 percent of congressional staffers believe the mainstream media is influenced by blogs.Institute for Politics, Democracy and the Internet, GWU (April 2006)
• Seven in 10 C-Level executives believe the web is the MOST important source of business information.GartnerG2/Insight Express September 2006
• Over 75 percent of all U.S. consumers are onlinePew Internet & American Life Project; Source: The State of the News Media,Annual Report on American Journalism, March 2007
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Signs of Change
• Analysts turn to the major search engines in unprecedented numbers to conduct research (98 percent) and find news (85 percent).Forrester’s NACTAS Q4 2006 North American Devices & Access Online Survey
• 60 percent of online buyers selected "consumer reviews" when asked to note their most trusted information source compared with 31 percent who indicated newspapers or magazines. Consumer study by J.C. Williams Group, Sponsored by Visa and Yahoo! Canada (July 2007)
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Social Media: A Fundamental Shift in Marketing
• A dialogue between and among individuals who form communities
• A decentralized sharing of thoughts and ideas
• The ultimate in word-of-mouth marketing
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
The Mass Media Model
Edited and controlled content broadcast to mass audiences
Source: Mike Arauz, Thoughts on New Media and Assorted Links
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
The Social Media Model
Ideas shared, adapted, changed and shared again, and again, and …
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Changing Communications Landscape
• A shift from push to pull• New sources of influence and information: online
becoming MORE influential than traditional channels in many cases
• Control has passed to the information consumer — democratization of content creation and distribution
• Social media has arrived – brands and markets are conversations
• Trust and transparency are required
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0
Mapquest: presented the visitor with a static view of a map: provided zoom capabilities
Google Maps: same capabilities but uses Ajax to provide the user with a smoother, faster experience; no waiting for an HTTP request
Ofoto: allows users to upload their digital photos and get printouts
Flickr: allows users to securely manage and share their photos in an online space
Britannica Online: published encyclopedic information on the web
Wikipedia: allows users to read, write, update and delete encyclopedia entries on the web
Personal websites: individually created and maintained web sites with unique URLs
MySpace: a common place to go where everybody is (or can be) your friend; allows you to post your photos, videos, music, blogs
Directories: (taxonomy): the web site creator decided how the information was organized
Tagging: (“folksonomy”): the users of the web site decide how they think the information fits into their worldview
Stickiness: focus on driving users to the site and keeping them there
Syndication: focus on disseminating content from the site out to the interested parties
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Social Media for Business
• Serves as a tool for internal collaboration and knowledge sharing
• Allows direct conversation and relationship building with customers
• Serves as a platform for thought leadership
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Social Media for Business
• Provides instant feedback• Builds community• Critical to Search Engine Optimization
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Social Media and the Inc. 500
•A survey of companies from the 2006 Inc. 500 list gauged the level of familiarity and usage of six forms of social media – blogging, podcasting, online video, message boards, social networking and wikis. •Of the 121 respondents, who were generally managers and other senior-level executives:
–42 percent claimed to be “very familiar ” with social networking–38 percent said they were “very familiar” with message boards –36 percent said they were “very familiar” with blogging
Dr. Nora Gamin Barnes and Eric MattsonThe Hype is Real: Social Media Invades the Inc. 500
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
How are Companies Using Web 2.0
• External-facing– Corporate messaging through blogs– Content delivery optimization via RSS– Wikis for customer-contributed insight– Social networking for brand awareness
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
How Companies Are Using Web 2.0?
• Internal-facing– Executive blogging to employees– Corporate communications via RSS– Wikis for collaborative document creation– Expertise location services – Dynamic applications
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Social Media Tools
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
LinkedIn – 60 Million Members
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Facebook – 400 Million Members
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Twitter – Nearing 10 Billion “Tweets”
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
YouTube – 100s of Millions of Views Per Day
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Wikis
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
The Influence of Blogs
© 2009 Paradowski Creative
• 80 - 100+ million blogs • 50+ million “indexed” blogs
& 5+ million “active” blogs• 50,000 new blog posts daily – one new blog created every second• Much more language diversity than the English-dominated WWW• Social networking spaces already eclipsing blogs (MySpace alone has
1.4 million posts daily)
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
What is a Blog?
A blog is a type of website that is usually arranged in chronological order from the most recent ‘post’ (or entry) at the top of the main page to the older entries towards the bottom.
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Common Characteristics of a Blog
• Blogs are usually (but not always) written by one person and are updated pretty regularly.
• Blogs are often (but not always) written on a particular topic.
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Why Blogs Matter
1. Blogger creates or amplifies content (text, audio or video)
2. Content syndicated via RSS/XML to other bloggers, subscribers and news aggregators
3. Content indexed by search engines
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
What is RSS?
•An acronym for Really Simple Syndication•A standard format for delivering website content to a subscriber
•A feed aggregator is a program that allows you to subscribe to the content of a website — new content is delivered to you
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Power to the People
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Tracking and Measuring
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Building Connections
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
The New Rules of Marketing
•It’s about driving people into the purchasing process with great online content
•It’s authenticity, not spin
•It’s participation, not propaganda
•It’s direct communication at the moment and in the way your audience prefers, not one-way interruption
— Adapted from The New Rules of Marketing & PR
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
As marketers understand the Web as a place to reach millions of micromarkets with precise messages just at the point of consumption, the way they create Web content changes dramatically. Instead of a one-size-fits-all Web site with a mass-market message, we need to create many
different microsites – with purpose-built landing pages and “just right” content – each aimed at a narrow target constituency.
— David Meerman Scott, The New Rules of Marketing & PR
© 2009 Paradowski Creative
Rethinking the Web
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Web 2.0 – The New Reality
“It's no longer all about idly surfing and passively reading, listening, or watching. It's about doing: sharing, socializing, collaborating, and, most of all, creating…”
— Eckart Walther, Yahoo! Inc., Vice-President, Product Management
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Three Purposes for Writing on the Web
•Communicate Information•Drive Traffic•Ease Interaction
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Content Drives Traffic
» Content (words, images, video) brings visitors
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Content Feeds Search Engines
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Social Interaction Drives Traffic
© 2009 Paradowski CreativeAGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Dialogue Drives Traffic
© 2009 Paradowski Creative
• Blogs, comments, customer reviews, discussion forums, Wikis
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Reputation Influences Search
© 2009 Paradowski Creative
• Reputation, Page Rank, Authority, Keywords, Advertising & Analytics
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Writing for Interaction• Language is the main interface
on most websites • Content is useless if your users can’t find it• Website copy is often the most overlooked
part of a website design project• Website copy is usually the MOST important
part of your website
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Copy Should Be Brand-Appropriate
•A brand is more than a logo•You can’t create a brand
– Your brand is what others believe about you– Your brand is how you behave and how you communicate
•You can create a brand– It takes more than words or images– It’s a change of purpose and behavior
•Be true to who you are or change who you are
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
© 2009 Paradowski Creative
Four “Cornerstones of Your Brand”• EXEMPLIFY Your brand in everything you do.
– Whatever you’re great at, everything communicated inside and outside of your company should resonate that message.
• ESTABLISH AND STRENGTHEN your brand through associations.– These "associations" can be either internal or external.
• LET THE CONVERTED PREACH. – The way to make a "convert" is through the daily practice of a true
believer.• BACK THE TEAM IN THE FIELD.
– Empowerment, enthusiasm and education are the three "E’s" that form this cornerstone.
AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando
Web 2.0 Is a Conversation
Let’s begin YOUR conversation now with some Q&A!
Tom FinanDirector of Business Developmentand MarketingHelmkamp [email protected], ext. 233 314.517.2466 (cell)