Getting Social. Why Web 2.0 matters for B2B

Getting Social Paul Wilkinson (pwcom.co.uk)

WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Who am I?
Pre-web and Web 1.0
Web 2.0
What is Web 2.0 – a lightning tour
What’s changing? Why does Web 2.0 matter?
Web 2.0 – putting it all together
Getting social?

Who am I?
worked in construction industry since 1987
in-house: Halcrow, Tarmac, BIW
consultancy: 4Projects, BIW, Constructing Excellence, Unit4, Sypro
ie: 24 years in B2B marketing
author of book on construction collaboration technologies
Wikipedia (2003) , blog (2005), Twitter (2008)

Face-to-face
Written word
Hand drawings
Telephone
Telegram
Telex
Fax
CAD
Email
Groupware (eg: Lotus Notes)
File transfer protocol (FTP)
Websites
Intranets, enterprise portals
Video- and tele-conferencing
Extranets
Web-conferencing applications
File-sharing (P2P)
Instant messaging
Discussion forums
Wikis
Blogs
RSS
BIM
Social networking
Social search, tagging, sharing
Mashups: Mapping, time-lines, etc
Virtual worlds
Cloud computing WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? Web 2.0 SaaS

video – mobile - telephones - ICQ - IM – email – EDMS - groupware – FTP – websites – texts - intranets – portals video-conferences – extranets – web-conferences – file-sharing (P2P) – discussion forums – homepages – wikis VOIP - podcasts - blogs – Twitter – RSS – Facebook – web communities – RFID - tagging – GPS – IoT – QR codes - mashups – virtual worlds – Augmented reality – Web 3.0 – etc Face-to-face Hand drawings Physical models Telegraph Photography Written word Messengers Printing Telephone - Telex - Fax Radio – TV computers time number of tools WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Web 1.0 - Mid 1990s …
first generation websites
static pages
HTML ‘brochure-ware’
later PDFs
limited interaction
email integration
no Google

Web 2.0 - Definitions:
the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
“ People having conversations online”
“ globally distributed, near instant, person to person conversations”
(Sources: Wikipedia ; Kaizo; Euan Semple) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

(Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Discussion forums

Wikis
open – Wikipedia
organisation – RIBApedia
Internal
Fielden Clegg Bradley

Podcasts
Blogs
Individual
Corporate
Media

Blogs
“… conversations online”

Twitter
Personal
Corporate
Media
Lists, eg:
trade bodies
media
Architects
Twibes
Leagues

RSS
RSS publishing, from:
Bloggers
Media
Corporate
Search
Feed-readers
local or web-based: Google Reader, etc

Social networking
from personal (eg: Facebook ) …
to professional (less Facebook, more LinkedIn ) …
to group focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo)

1581 members 5110 members WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

www.tcn.uk.com www.reorb.com 2854 members 3982 sign-ups WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Tagging/sharing, eg

Sharing:
Presentations
Travel
Reviews
Photos
Video
Q&As
etc

Location

Location:
Real world (wiki)
Augmented reality
Virtual world

Changing PR
Digital news release issued as a webpage, linked via RSS or a URL
URL disseminated by email, Twitter, SMS, IM
easily monitored – eg: unique visitors, time on page, downloads
bespoke pages for different journalists – with different URLs for distribution
Easily bookmarked
Associated multimedia
We are all publishers now!

Changing events
Hybrid = online + face-2-face
Real-time sharing/feedback
Multiple locations
We are all broadcasters now!

Changing events
Virtual events
virtual stands
no travel
interact online

… so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Why does Web 2.0 matter?
70% UK homes now have broadband internet access
Will top 80% within three years

biggest driver of UK mobile internet adoption is social media
70% of daily mobile internet users use social media
31% of UK people access internet via mobile phone (ie: more than via laptop - 26%)

30m+ UK people profiled on Facebook
ie: 2m in c. 5mths
Over 2 out of 3 UK internet users have active Facebook accounts
WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011

In December 2010, LinkedIn passed five million UK members
One million members added in six months
Over one third of UK professionals profiled on LinkedIn
25% of FTSE100 companies hire via LinkedIn
100 million LinkedIn users worldwide
5% of LinkedIn users account for 49% of UK LinkedIn activity

UK = third most active Twitter population
c. 4m UK users by January 2010
7% of Tweeters account for 79% of UK Twitter traffic

In February 2010, 5.5 billion online videos watched in UK
2.5bn of those visits made to YouTube (up 17% on 2009)
Facebook now 4 th most important for video (up 205%)

New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

Architect HOK
Life at HOK Blog

Architect HOK
Blog
HOK careers

Architect HOK
Blog
Facebook
LinkedIn

Architect HOK
Blog
Facebook
LinkedIn
Flickr

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube
Slideshare

Architect HOK
Blog
Facebook
LinkedIn
Flickr
YouTube
Slideshare
Twitter
etc

Ten lessons learned

1. start small

2. invest wisely
The tools may be free,
but finding the right people to use them properly takes time,
and time = money.

3. involve

4. manage expectations

5. identify issue(s), then respond

6. identify the opportunities/risks

7. spread the risk

8. manage, monitor and moderate

9. total bans don’t work

10. you can’t ignore social media
It’s about Return on Influence there is no Return on Ignoring WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?

What next?
A Kent IOD social media surgery
Internal social media workshops
Twitter master-class
Blogging master-class

Q&A Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk PR blog: www.pwcom.wordpress.com Email: [email_address] Tel: +44 (0)20 8858 1104 mob: 07788 445920 Twitter: @EEPaul http://www.google.com/profiles/paul.wilkinson19

Getting Social. Why Web 2.0 matters for B2B

by pwcom.co.uk Ltd on Apr 05, 2011

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Getting Social. Why Web 2.0 matters for B2B — Presentation Transcript