Mar 18 2009
Do you tweet, poke or get LinkedIn on a regular basis? If the answer is no then could your business benefit from tapping into emerging client development and networking opportunities in these tough times.
The jargon might be mind boggling but the tools are simple to use and cost effective when used as part of a controlled brand strategy.
According to Rick Osman of the Chartered Institute of Marketing’s Construction and Industry Group (CIMCIG), many firms within the industry are unaware of the full features and commercial benefits provided by today’s internet – Web 2.0.
Rick, who is CIMCIG’s web editor and a partner in construction marketers Highwire, said: “The world wide web, be it Web 2.0 today or Web 3.0 in the near future, presents significant competitive advantages for early adopter property and construction businesses, and importantly, all at low cost.
“When you consider that those who grew up with the web are now in their 30s, many occupying senior decision making positions in today’s corporate culture, the firms that align themselves with how this target market communicates and carries out business could reap the rewards.”
Web 2.0 – What is it and how do you use it?
An introduction to Web 2.0 was recently provided by Paul Wilkinson, Head of Communications at BIW Technologies, at the annual CIMCIG Conference in London. His speech, combined with an online guide on www.businesslink.gov.uk best sums up the features and business benefits of this emerging technology.
Paul said: “More than 70% of the UK population now has internet access. This explosion in usage has transformed how the internet is used. We have gone from the static, information based websites of the 1990s to a social media – Web 2.0, which promotes instant two-way communication, collaboration and extensive online communities. What can be more powerful for a brand?”
Firstly, let’s break through the jargon. Web 2.0 is the common term for the ‘second generation’ of the internet. The term Web 2.0 refers to the general trend on the internet for more collaborative, richer and social content, enabling users to engage with each other and representatives of the brands that they buy from and do business with.
When it comes to the corporate world, Web 2.0, is all about enabling your clients to experience your brand through company representatives, while providing you with no or low cost market data and the tools that you need to target segments of your markets in a personalised manner. Gone are the days of relying on expensive and immeasurable advertising and direct marketing.
Some of the Web 2.0 tools that you can use to communicate your product or services to clients include:
Blogs, Social Networks, RSS feeds, Wikis, Podcasts, Content Sharing - YouTube and Flickr, Mash-ups and Virtual Environments.
Companies such as Chanel and Pepsi Co now launch advertising campaigns specifically designed for YouTube, while global surf brand Quicksilver uploads images to Flickr for viewing by its online community. Even UK telecommunications companies regularly ‘tweet’ on the social network favoured by Stephen Fry, Twitter, to advertise new product deals.
Within the construction and property industry virtual environments are now being trialled by architects to provide 3D experiences of client designs. Many argue that Web 2.0 is only limited by the creativity of its users but a word of caution…
Be Mindful
Ian Exall warns companies and individuals entering into the online social world to be mindful of the rapid pace of communication online and that posts and uploads could be viewed by friends, colleagues, employers, prospective clients and existing clients alike.
Ian said: “It is important for individuals and firms using networking platforms to remember that they represent their company and the brand. We have all heard horror stories of the results of indiscreet employee posts of drunken images to Facebook. Remember, never mix work and pleasure!”
Similarly this new technology can be a great way of engaging with your customer base on their terms. Marketers can really connect with all sorts of customer groups and find out what they actually think about your brand and products. But again be mindful. Most sites such as Twitter are social sites so overt commercial involvement could prove very dangerous and switch people off.
If you would like to learn more about Web 2.0 and how it can benefit your business visit CIMCIG at http://www.cimcig.org/events.php?id=224 to secure your place at our next Web 2.0 evening event on 10th September at the Building Centre, London.