pwcom.co.uk
London, 28 October 2010
Community engagement:online, offline – it’s a people thing
CIPR Social Summer, #ciprsm, London
by Paul Wilkinson
pwcom.co.uk
vid
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3.0
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Face-to-face
Hand drawings
Physical models
Written word
Messengers
Telegraph
Photography
Telephone
Radio/audio
Television
TelexPrinting
pwcom.co.uk
Websites for … Web 2.0 is about …
reading writing
companies communities
one-way two-way
lecture conversation
advertising word-of-mouth
owning sharing(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)
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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
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pwcom.co.uk
Traditionally, websites …• Then … intranets, wikis• Now expanding Web 2.0 use• From learned societies to business breakfasts
– fan groups– customer communities; distributor/dealer networks– cause-related sites established to share information
about particular subjects– event sites (eg: to support conferences, festivals, etc)– readership communities– membership sites
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pwcom.co.uk
Twitter• loads of people,
companies, etc• Lists• TwitterLeagues• Twibes• #hashtags
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pwcom.co.uk
Facebook• lots of people,
pages, groups• difficult to find
effective B2B use of Facebook
• Interaction more important than ‘fans’ or ‘likes’
• Limited branding, etc
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pwcom.co.uk
LinkedIn• lots of AEC groups• 85 “AEC”• 1,350 “architecture”• 2,135 “construction”• easy to join groups• some still very
recruitment-focused• Limited branding,
etc
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pwcom.co.uk
RIBApedia• Research
and education site
• create profiles, share links, blogs, etc
• built on MediaWiki
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pwcom.co.uk
RIBA Knowledge Communities
• beta project initially• relaunched within
RIBA in early 2009• hosted on Elgg• 918 site members
(at 8 October 2009)
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pwcom.co.uk
London, 28 October 2010
The Be2camp Story (so far) Built
Environment
Web 2.0
Barcamp
Subtitle: the power of ‘hybrid events’
pwcom.co.uk
June 2008
pwcom.co.uk
Web 2.0 in practice
Meetings via Skype
Conversationsvia Twitter
TimeAndDate to organise meeting times
Meetings in Second Life
blog, forum on Ning
Google GroupsGoogle Docs
Just 2 emails
pwcom.co.uk
Ning site created 31 July 2008
pwcom.co.uk
• 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”
pwcom.co.uk
“Unplanning”
Before a Be2camp event:
• People volunteer to help, to speak, etc
• Topics discussed online
• Themesidentified
• Sponsorsapproached
pwcom.co.uk
“Unhosting”
At a Be2camp:
• Running order agreed
• Participants not delegates
• Sessions streamed live
• Live-blogging
• Twitterfall
pwcom.co.uk
“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
First Be2camp statistics
London, 10 October 2008
• c. 55 people attended (in real-life)
• 183 unique visitors to be2camp website
• CoverItLive feed: 47 unique visitors
• At one point, 12 individuals watching the Be2camp live feed in Second Life
• 8 sign-ups to Be2camp during day
pwcom.co.uk
Second Be2camp
• #Be2campnorth
• Liverpool
• 15 May 2009
• hashtag was one of the topbuzz-words on Twitter.
pwcom.co.uk
Be2camp membership growth Aug 2008 - 6 Oct 2009
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10 Oct
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15 May
Be2camp
Brum
12 Aug
Be2camp
WB
7-8 Oct
eg: RIBAWEB 2.0 FACEBOOKTWITTERINTRO LINKEDIN NING SITES“Event-powered growth”
pwcom.co.uk
Be2party
pwcom.co.uk
Be2camp year two
• Be2camp Brum, August 2009• Be2camp@WorkingBuildings, October• SMWBe2camp
February 2010• Be2campEast 1
April 2010• Be2campNW
June 2010• Be2camp Brum 2
August 2010
pwcom.co.uk
Be2camp membership growth August 2008 - August 2010
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Event-driven growth (contd)
pwcom.co.uk
Be2camp facilitating
• RIBAforum09 – RIBA,27 October 2009
• University of Dundee –- World Water Day workshop22 March 2010
• BIFM – conference fringeworkshop, 13 April 2010
• Sandwell MBC – socialmedia workshops26-27 April 2010
pwcom.co.uk
• “Property Week” network
• ‘Soft launch’ 25 September 2009
• 3,995 members (23/10/2010)
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pwcom.co.uk
• “Building” magazine network
• ‘Soft launch’ October 2009
• 1,292 members (23/10/2010)
• Good Ning customisations
• endorsement of Ning? or inexpensive UBM experiments?
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pwcom.co.uk
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Thirteen things to think about1. Do we need an online community?
2. How will users benefit?
3. Who will run it?
4. Integration with other communications?
5. What rules will we have?
6. How will we work out what our community wants?
7. If we build it, will they come?
8. When they come, what will people do?
9. How will others in the organisation be involved?
10. Why are some users more active and vocal than others?
11. How big could your community be?
12. How will we measure the impact?
13. How will we fund the site?
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Do we need an online community?
• have a clear strategic reason to create and build an online community
• Otherwise …How will we measure the impact?
Think ‘outcomes’
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pwcom.co.uk
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Integration with other communications?
People tend to be social in more than one place
Think about related activities on:• blogs, websites, e-newsletters• Facebook, LinkedIn, YouTube, Flickr, Twitter,
Slideshare, etc• offline (magazines, posters, events, etc)
pwcom.co.uk
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Why are some users more active and vocal than others?
Because they are…
90-9-1 (aka the 1% rule) … or 80-19-1 … or 75-20-5 …
Lurkers, regulars, power users
pwcom.co.uk
tCn• AEC community• launched March 2010• hosted on Dolphin• 1644 site members
(as at 28 October 2010)
Using: blog, YouTube, Facebook, Twitter, RSS, and offline
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pwcom.co.uk
London, 28 October 2010
Thank you and Good Eve-Ning!
Contact: Paul WilkinsonBlog: www.pwcom.wordpress.com
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul
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