The future of social media as a communication tool in Construction. Presented to Associated General Contractors national convention.

1. Web 2.0: Why Should I Care? Tom Finan Director of Business Development and Marketing Helmkamp Construction AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

3. 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

4. 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. AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

5. Web 2.0 – It’s Everywhere! AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

6. © 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

7. © 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

8. © 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

9. © 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

10. © 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

11. © 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

12. © 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

13. © 2009 Paradowski Creative Web 1.0 vs. Web 2.0 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

14. © 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

15. © 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

16. © 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 Mattson The Hype is Real: Social Media Invades the Inc. 500 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

17. © 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

18. © 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

19. © 2009 Paradowski Creative Social Media Tools AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

20. © 2009 Paradowski Creative LinkedIn – 60 Million Members AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

21. © 2009 Paradowski Creative Facebook – 400 Million Members AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

22. © 2009 Paradowski Creative Twitter – Nearing 10 Billion “Tweets” AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

23. © 2009 Paradowski Creative YouTube – 100s of Millions of Views Per Day AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

24. © 2009 Paradowski Creative Wikis AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

26. 50+ million “indexed” blogs & 5+ million “active” blogs

27. 50,000 new blog posts daily – one new blog created every second

28. Much more language diversity than the English-dominated WWW

29. 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

30. 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

31. Common Characteristics of a Blog © 2009 Paradowski Creative 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. AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

32. © 2009 Paradowski Creative AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

33. © 2009 Paradowski Creative Why Blogs Matter Blogger creates or amplifies content (text, audio or video) Content syndicated via RSS/XML to other bloggers, subscribers and news aggregators Content indexed by search engines AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

34. © 2009 Paradowski Creative 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 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

35. © 2009 Paradowski Creative Power to the People AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

36. © 2009 Paradowski Creative Tracking and Measuring AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

37. © 2009 Paradowski Creative Building Connections AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

38. © 2009 Paradowski Creative 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 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

39. © 2009 Paradowski Creative Rethinking the Web 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 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

40. © 2009 Paradowski Creative 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 AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

41. © 2009 Paradowski Creative Three Purposes for Writing on the Web Communicate Information Drive Traffic Ease Interaction AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

42. © 2009 Paradowski Creative Content Drives Traffic Content (words, images, video) brings visitors AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

43. © 2009 Paradowski Creative Content Feeds Search Engines AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

44. © 2009 Paradowski Creative Social Interaction Drives Traffic AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

45. © 2009 Paradowski Creative Dialogue Drives Traffic Blogs, comments, customer reviews, discussion forums, Wikis AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

46. © 2009 Paradowski Creative Reputation Influences Search Reputation, Page Rank, Authority, Keywords, Advertising & Analytics AGC’s 91st Annual Convention & Pavilion │ March 17-20, 2010 │ Orlando

47. 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

48. © 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

49. © 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

50. Web 2.0 Is a Conversation Let’s begin YOUR conversation now with some Q&A! Tom Finan Director of Business Development and Marketing Helmkamp Construction tfinan@helmkamp.com 618.251.2600, ext. 233 314.517.2466 (cell)