The term Web 2.0 refers to the second generation web services and communities that enable communication and collaboration. The evolution of these tools and services offers unique opportunities for firms in the construction industry. A planned approach to embrace and leverage these tools can lead to enhanced communication flow and business efficiency.
In a traditional marketing framework, marketers would define the four P’s of marketing: price, place, promotions, and product. Companies would work with ad agencies and PR firms to develop and deliver a marketing message through a variety of controlled marketing mediums, such as advertising, direct mail, trade shows, collateral, etc. However, Web 2.0, or social media marketing, dramatically changes the marketing landscape. The essence of Web 2.0 is peer to peer communication and collaboration. The use of the 2.0 desigation is similar to number designations use by software firms.
Web 2.0 harnesses the the power of the internet to connect people to communicate and collaborate. As this technology evolves, successful marketers will need to market the way the Internet works. Web 2.0 tools provide an excellent forum for engaging customers by involving them.
Specific examples of new or improved technologies on the web include social and professional networking, RSS feeds or syndication, weblogs (blogs), wikis, podcasts, and other methods of enhancing communication. These advancements allow users of the Internet to do more than just retrieve information. Users can now participate and contribute to the information. Thus the evolution from Web 1.0 of an information source to Web 2.0 as being a participatory web. In the recent Web 1.0 model, a company’s website was another, yet different, marketing vehicle. Marketers controlled the message. With the new Web 2.0 tools, create, edit, shape and control the messages.
Social Networking- Social networking site have exploded over the last few years. Sites such as MySpace.com and FaceBook.com have become extremely popular with all generations. On the business-side, professional sites such as Linkedin.com offer the same features in a professional context. A social network consists of individuals that are tied together based on common interests, affiliations, values or other relationship. These web-based forums provide opportunities for communication, sharing and networking. Building social/business networks, networking, recruiting.
Syndication- sharing or content from multiple sources across multiple sites. RSS (which stands for Really Simple Syndication) allows publishers or information providers to syndicate information and push it out to other sites, RSS readers, or aggregators. RSS readers are tools that allow to view the content. Users can subscribe to the feeds by entering the link feed into their readers on their desktop. Most RSS feeds utilize XML. Increasingly, RSS content is helping web pages with search engine rankings. Syndicate everything that might be useful, interesting or informative. Such as project reports, technical articles, project updates, technology, product news.
Blogs- Blog is short for weblog, blogs are essentially online journals. Bloggers typically provide information, primarily text, although images, videos and web links can be added about certain subjects or topics. A key feature of blogs is the ability of a reader to post a comment. While blogs have been around since the 1990’s, the popularity of blogs has increased significantly. More and more search engine results pages (SERP) are returning blog posts. Create newsfeeds for your blogs. Set-up a blog to post and distribute press releases. Set-up a blog for current employees to talk about your company- recruiting tool. Allow customers to share feedback and insight about your company, product or service. Blogs are not void of risks, as there maybe negative comments and posts. Blogs can also be used for internal communication. For example, blogs can be used for communication from leaders on important topics such as, safety, project status, financial updates, and other company news.
Wikis- the term “wiki” refers to software or a webpage that allows users to create, edit and link content. Essentially, wikis allow for content to be written collaboratively. The most popular wiki is wikipedia.com, which contains millions of entries in dozens of language. Wikis have also become popular for collaboration and knowledge management inside of companies. Like other Web 2.0 tools, wiki entries are returning in SERPs. Take a proactive approach to adding non-commercial, relevant content to entries that are informative. While wikipedia posts are policed and monitored, they can include references to projects, technology, and other information.
PodCasts/On-Line Video- Consider developing Podcasts and videos about your company. Broadcasts can include broadcasts about product applications, completed projects, your safety philosophy, and interviews with employees and customers. Consider developing a regular program or establishing a YouTube channel.
So what are the implications of web 2.0 on the construction business? Companies that can embrace the power of communication and participation to create value will be the winners.
Getting started
Different rules apply for web 2.0. community has different rules, community users typically don’t respond to marketing or advertising messages. Strong editorial content that promotes a product or service can be highly valued, where as overt advertisement are rejected. Authenticity is highly valued in the web 2.0 world. Developing and implementing a web 2.0 strategy take diligence, commitment and effort. Content needs to be consistently created and managed. Social marketing is a form of viral marketing. Interesting things spread more quickly.
Creating a Web 2.0 Marketing Plan- Developing a plan along with your traditional marketing plan. Consider working with a expert or consultant to get started. To get started, participate in social networking as a consumer. By participating you can learn and understand how it works.
With Web 2.0 different metrics also apply. Traditional marketing metrics included circulation, reach, response rates, hits, click thoughts. In Web 2.0, metrics and measurement focus on the number of blog readers, comment posts, SERP, bookmarks, references, contributions to blogs, and others. As with anything, want can’t be measured, can be managed.
Web 2.0 is continuing to evolve as a marketing tool. Develop a plan, monitor activity and results, be creative, and try different things. See what is working in other industries, even consumer marketing and see how it applies to your business.
In a traditional marketing framework, marketers would define the four P’s of marketing: price, place, promotions, and product. Companies would work with ad agencies and PR firms to develop and deliver a marketing message through a variety of controlled marketing mediums, such as advertising, direct mail, trade shows, collateral, etc. However, Web 2.0, or social media marketing, dramatically changes the marketing landscape. The essence of Web 2.0 is peer to peer communication and collaboration. The use of the 2.0 desigation is similar to number designations use by software firms.
Web 2.0 harnesses the the power of the internet to connect people to communicate and collaborate. As this technology evolves, successful marketers will need to market the way the Internet works. Web 2.0 tools provide an excellent forum for engaging customers by involving them.
Specific examples of new or improved technologies on the web include social and professional networking, RSS feeds or syndication, weblogs (blogs), wikis, podcasts, and other methods of enhancing communication. These advancements allow users of the Internet to do more than just retrieve information. Users can now participate and contribute to the information. Thus the evolution from Web 1.0 of an information source to Web 2.0 as being a participatory web. In the recent Web 1.0 model, a company’s website was another, yet different, marketing vehicle. Marketers controlled the message. With the new Web 2.0 tools, create, edit, shape and control the messages.
Social Networking- Social networking site have exploded over the last few years. Sites such as MySpace.com and FaceBook.com have become extremely popular with all generations. On the business-side, professional sites such as Linkedin.com offer the same features in a professional context. A social network consists of individuals that are tied together based on common interests, affiliations, values or other relationship. These web-based forums provide opportunities for communication, sharing and networking. Building social/business networks, networking, recruiting.
Syndication- sharing or content from multiple sources across multiple sites. RSS (which stands for Really Simple Syndication) allows publishers or information providers to syndicate information and push it out to other sites, RSS readers, or aggregators. RSS readers are tools that allow to view the content. Users can subscribe to the feeds by entering the link feed into their readers on their desktop. Most RSS feeds utilize XML. Increasingly, RSS content is helping web pages with search engine rankings. Syndicate everything that might be useful, interesting or informative. Such as project reports, technical articles, project updates, technology, product news.
Blogs- Blog is short for weblog, blogs are essentially online journals. Bloggers typically provide information, primarily text, although images, videos and web links can be added about certain subjects or topics. A key feature of blogs is the ability of a reader to post a comment. While blogs have been around since the 1990’s, the popularity of blogs has increased significantly. More and more search engine results pages (SERP) are returning blog posts. Create newsfeeds for your blogs. Set-up a blog to post and distribute press releases. Set-up a blog for current employees to talk about your company- recruiting tool. Allow customers to share feedback and insight about your company, product or service. Blogs are not void of risks, as there maybe negative comments and posts. Blogs can also be used for internal communication. For example, blogs can be used for communication from leaders on important topics such as, safety, project status, financial updates, and other company news.
Wikis- the term “wiki” refers to software or a webpage that allows users to create, edit and link content. Essentially, wikis allow for content to be written collaboratively. The most popular wiki is wikipedia.com, which contains millions of entries in dozens of language. Wikis have also become popular for collaboration and knowledge management inside of companies. Like other Web 2.0 tools, wiki entries are returning in SERPs. Take a proactive approach to adding non-commercial, relevant content to entries that are informative. While wikipedia posts are policed and monitored, they can include references to projects, technology, and other information.
PodCasts/On-Line Video- Consider developing Podcasts and videos about your company. Broadcasts can include broadcasts about product applications, completed projects, your safety philosophy, and interviews with employees and customers. Consider developing a regular program or establishing a YouTube channel.
So what are the implications of web 2.0 on the construction business? Companies that can embrace the power of communication and participation to create value will be the winners.
Getting started
Different rules apply for web 2.0. community has different rules, community users typically don’t respond to marketing or advertising messages. Strong editorial content that promotes a product or service can be highly valued, where as overt advertisement are rejected. Authenticity is highly valued in the web 2.0 world. Developing and implementing a web 2.0 strategy take diligence, commitment and effort. Content needs to be consistently created and managed. Social marketing is a form of viral marketing. Interesting things spread more quickly.
Creating a Web 2.0 Marketing Plan- Developing a plan along with your traditional marketing plan. Consider working with a expert or consultant to get started. To get started, participate in social networking as a consumer. By participating you can learn and understand how it works.
With Web 2.0 different metrics also apply. Traditional marketing metrics included circulation, reach, response rates, hits, click thoughts. In Web 2.0, metrics and measurement focus on the number of blog readers, comment posts, SERP, bookmarks, references, contributions to blogs, and others. As with anything, want can’t be measured, can be managed.
Web 2.0 is continuing to evolve as a marketing tool. Develop a plan, monitor activity and results, be creative, and try different things. See what is working in other industries, even consumer marketing and see how it applies to your business.
