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Web 2.0 keys to the kingdom |
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The term Web 2.0 refers to the second generation web services and communities that enable communication and collaboration. It does not refer to any technical specifications, rather, changes in the way marketers, software developers and end-users use the web. Examples include social networking, wikis and folksonomies – all of which are designed to facilitate creativity, collaboration and sharing between users.
Although these terms may seem like nothing more than jargon, the evolution of these tools and services offers unique opportunities for firms in the construction industry. Key to success in capitalizing on Web 2.0 is a planned approach to embrace and leverage these tools in order to facilitate enhanced communication flow and business efficiency.
A New Mindset
In a traditional marketing framework, marketers would define the four Ps 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 and collateral.
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. Simply, Web 2.0 enables companies to harness the power of the Internet to connect people to collaborate, share ideas and provide a system of check and balances.
The new social media represents a fundamental change in AEC marketing philosophy as marketers focus more on facilitating conversation, and move away from pushing messages out. Successful marketers will adapt their market strategy and tactics to the way the Internet works today – by engaging customers.
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 nomenclature Web 2.0 (Web 1.0 is categorized as an information source and Web 2.0 as a participatory web). In the recent Web 1.0 model, a company’s website, e-mail marketing and banners were other, yet different, marketing vehicles. Marketers controlled the message. With the new Web 2.0 tools, marketers facilitate communication. However, with an integrated Web 2.0 effort, marketers can create, edit, shape and influence messages.
Jargon Junction
Following are some key opportunity areas in the Web 2.0 world:
• Social Networking: Social networking sites have exploded over the last few years. Sites such as MySpace.com and FaceBook.com have become extremely popular with all generations. While these have broad appeal, networks or communities within these sites are starting to appear consisting of people that share common business interests and a forum for collaboration. On the business-side, professional networking sites such as Linkedin.com offer the same features in a professional context. A social network consists of individuals who are tied together based on common interests, affiliations, values or other relationships. These web-based forums provide opportunities for communication, sharing, networking, recruiting and even building your business. Another emerging trend is social bookmarking. This involves members of a social network publicly storing information, content and links they want to share with other members of their community. See sites such as Digg.com and Del.icio.us.
• Syndication: Sharing content from multiple sources across multiple sites has also become popular. For example, RSS (Really Simple Syndication) allows publishers or information providers to syndicate news information and push it out to other sites, RSS readers, or aggregators. When it is distributed, it is called a feed. People who subscribe to a feed utilize RSS readers, which are software tools that allow you to view the content. Sites such as Yahoo and NewsGator offer RSS readers that you can install on your desktop. Users can subscribe to the feeds by entering the link feed into their readers on their desktop. Increasingly, RSS content is helping web pages with search engine rankings. Two immediate RSS opportunities for construction marketers include providing information to individuals who may subscribe to your feed, and providing content for other websites. Consider looking for ways to syndicate anything that might be useful, interesting or informative such as newsletters, project reports, technical articles, project updates, announcements, technology or product news. In addition, syndication contributes significantly to overall search engine optimization (SEO) strategy.
• Blogs: A blog, short for weblog, is essentially an online journal. Bloggers typically provide information, primarily text, though 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 1990s, the popularity of blogs has increased significantly in recent years and more and more search engine results pages (SERP) are returning blog posts. Blog topics can include information about products, procedures, equipment, safety or any relevant construction topic. Many associations and publications are now also offering blogs. Consider becoming a regular contributor to these blogs. Keys to success include creating newsfeeds for your blogs. Also, consider setting up a blog to post and distribute press releases as well as serve as a medium for current employees to talk about your company so it can be used as a recruiting tool. The danger, of course, is that unhappy customers or others in the industry can easily share feedback and insight about your company, product or service using a blog. Part of your blog program should include consistent monitoring of blogs and comment posts. Information, insight and perspective can easily be gained by learning what people are saying about your company, product or service. Several companies even offer blog monitoring services. To get started, consider using a free service such as Blogger or Blog.com.
• 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. Wikis were designed to facilitate communication and collaboration between teams. The most popular wiki is wikipedia.com, essentially an online encyclopedia that contains millions of entries in dozens of languages. 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. Therefore, it is important to take a proactive approach to adding non-commercial, relevant content to entries on sites such as Wikipedia. Be sure to include references to projects, applications, technologies and other insight or expertise you have on a topic and then be sure to monitor what is being posted. Consider setting up a wiki inside of your company and allow employees and teams to collaborate and post information, pictures, videos and more about your projects.
• PodCasts/On-Line Video: The development of PodCasts and online videos provide yet another opportunity to deliver your message in a relatively free medium. Topic ideas include information about your company, product applications, new product introductions, project reports, safety philosophy, and “how to” pieces. Another approach could include interviews with employees or customers. Consider developing a regular program and then streaming the information or posting it to video sites such as YouTube, Flickr or BlipTV.
Getting Started
With a greater knowledge of Web 2.0 opportunities for today’s construction arena, the next step is understanding that different rules apply to this medium as compared to Web 1.0. For example, community users typically do not respond to marketing or advertising messages. Strong editorial content that promotes a product or service is typically highly valued, where as overt advertisements are rejected. Further, authenticity is highly valued. Social marketing is a form of viral marketing. Interesting things spread more quickly. As such, developing and implementing a Web 2.0 strategy takes diligence, commitment and effort. The content needs to be consistently created and managed. One key way to learn the rules is simply to participate in the social networking Web 2.0 offers so you can gain a better appreciation for how it works and what is accepted in this space.
As with all other marketing tactics, it is essential to create a plan that ties to your overall marketing strategy. But, with Web 2.0, different metrics apply. While traditional marketing metrics include circulation, reach, response rates, hits and click-throughs, in Web 2.0, metrics and measurement focus on the number of blog readers, comment posts, SERP, bookmarks, references, contributions to blogs and other factors. As with anything, what can’t be measured, can be managed.
Web 2.0 is continuing to evolve as a marketing tool and members of today’s medical products industry should capitalize on the opportunity. Even if these tools don’t seem to fit your style, it is important to recognize that younger generations have already integrated Web 2.0 as their means of communicating, learning and sharing. Its applicability will only continue to grow. VTN
About the Author
Brian Gallagher is vice president of the Structural Group. He can be reached by calling 410-850-7000 or by e-mailing
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