Online: The rise and rise (CIMCIG presentation, February 2009)

Online: the rise and rise Paul Wilkinson

Agenda

before web

Web 1.0

Web 2.0

What is Web 2.0 – a lightning tour

Web 2.0 – putting it all together

Why does Web 2.0 matter?

Embracing Web 2.0: a three step plan + advice

ROI

Web 3.0?

Final words

‘ Before web’

Mainly printed collateral and face-to-face:

print advertising

brochures, company magazines, newsletters

media relations and other PR

direct marketing

market research

events – exhibitions, conferences, etc

Still important, but from 1993 …

Web 1.0

Mid 1990s …

first generation websites

static pages instead of dynamic user-generated content

HTML ‘brochure-ware’, later PDFs

limited interaction with site visitors

some integration with email

2008: c. 70% of UK have internet access

Web 1.5

Since late 1990s …

shared drives

intranets – closed internal websites

extranets – private websites shared, for example, among project team members

But still mainly information-centric

Web 2.0 – aka: social media

Definitions:

primarily internet- and mobile-based tools for sharing and discussing information among human beings

the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.

“ People having conversations online”

In business, also Enterprise 2.0

(Sources: Wikipedia ; Kaizo)

Web 1.0 vs. Web 2.0 (Sources: Joe Drumgoole’s Copacetic ; Darrenbarefoot.com 2006 ) sharing owning word-of-mouth advertising conversation lectures two-way one-way communities companies writing reading Web 2.0 is about … Web 1.0 was about …

Web 2.0 – a lightning tour

Discussion forums (eg: Building , Contract Journal , Constructing Excellence )

Wikis

open – Wikipedia

organisation – RIBApedia

internal - Fielden Clegg Bradley

Blogs

personal and work-related

corporate

media tool

micro-blogging – Twitter

“ Wisdom of crowds”

RSS

RSS publishing (from bloggers, media, corporate, search)

Feed-readers (local or web-based: Newsgator , Google Reader , etc)

Social networking

from personal (eg: MySpace, Bebo, Facebook ) …

to professional ( Facebook , LinkedIn ) … to networks/communities (eg: Be2camp - built on Ning platform)

Social search (eg: Wikia )

Tagging/sharing (eg: Del.icio.us , Digg, etc)

Sharing:

Documents, presentations, etc (eg: Google Apps)

Voice over IP – Skype

Calendar - Google Calendar; fixing meetings ( Doodle )

Photos – Flickr

Video – YouTube

Stuff – Freecycle

Mashups: Mapping (Google Maps), time-lines ( Dipity )

Virtual worlds – eg: Second Life

The digital news release

release issued as a webpage, linked via RSS or a URL – no attachments, can be updated as necessary

URL disseminated by email, Twitter, SMS, IM

easily monitored – eg: number of unique visitors, time spent reading, downloads

bespoke pages for different journalists – with different URLs for distribution

includes social bookmark tools – page can be shared via Reddit, Digg, etc

multimedia content – eg: YouTube video, high and low-res images, PDFs, etc

content tagged with keywords

Be2camp – Built Environment and Web 2.0 community

2008 ‘unconference’ organised using Web 2.0 tools

50+ attendees in London

180 online during the day

Context:

70% UK homes have PC or laptop

65% have home internet access (58% via broadband)

71% UK adults access internet

41% of UK adults accessed blogs during August 2008

17m UK people on Facebook

not just Gen Y: Facebook users in 35-54 age range currently doubling every two months

1.8m UK LinkedIn users

27.4m people watched online videos during May 2008

(Sources: Ofcom, ComScore, BBC, LinkedIn – all 2008 )

Embracing Web 2.0

Audit

Engage

Influence

Some advice

Embracing Web 2.0 - Audit

perceptions of company/brand/product – positive/negative/ neutral; reach, influence, volume, trends

opportunities – potential themes, targets, messages, categories, focus, niche expertise

audience – are targets web 2.0-savvy, receptive?

existing advocates – any current web 2.0 users / networks? It’s often easier to work with existing practitioners or communities than find new ones.

corporate readiness – policies/procedures

resources – people, training, tools, time

competitors – what are they doing? Lessons?

audit - Crittall Windows

5 blog articles (Bloglines)

15 YouTube videos

173 photos on Flickr

7 Wikipedia mentions

at least one employee on Facebook (plus a local area FB group – the Silver End Appreciation Society – with 99 members)

2 discussion board posts

audit - Crittal Windows (misspelt)

16 blog articles (Google blogs search)

18 more tagged photos on Flickr

1 mention on Twitter

16 discussion posts

Embracing Web 2.0 - Engage

communicate policy – keep procedures up-to-date

integrate offline PR/marketing – be consistent

adapt strategy – may involve multiple channels/tools/ techniques. Not just marketing

employ ‘netiquette’ – web 2.0 is more immediate, more informal, more casual

be responsiveness – timely engagement is vital

remain transparent – honesty and integrity at all times

recognise and reward involvement

Embracing Web 2.0 - Influence

participation, participation, participation! – but remember: ‘two ears, one mouth’. Listen and contribute in that proportion

identify key influencers and opinion-formers

establish and nurture relationships

feedback – report back external perceptions, testimonials, etc

monitor, measure, adjust – track conversations, frequency of mentions, etc. Amend messages or tactics where necessary

Embracing Web 2.0 – some advice

start small – eg: iGoogle/NetVibes/Google Alerts to gather market intelligence, maybe an internal wiki project or blog network

invest wisely – Many proven tools are low/no cost to start. Learning and using them, however, requires time , as does finding the right people to use them

manage expectations – ensure clear policies are in place; don’t expect sudden impact (you’re changing behaviour not technologies)

identify an issue, then respond (not vice versa) – eg: blog for a reason, not just because you can

identify the opportunities/risks – social media may change organisation dynamics; is your organisation ready to be more communicative?

Embracing Web 2.0 - ROI

monitor social media buzz

Google Analytics, Alexa - traffic to/from blogs, websites, etc

Technorati blog authority

Numbers of Twitter followers, YouTube views, etc

Growth of online communities, etc

‘ crowd-sourced’ feedback on company/products

customer loyalty, word of mouth recommendations

number of sales leads (Dell’s Twitter-only deals earned $1m)

brand equity

Web 3.0?

supposed third generation of Internet-based services – the 'intelligent Web' – machine-facilitated understanding of information to provide a more productive and intuitive user experience

1.0 was ‘read-only’, 2.0 is ‘read-write’, 3.0 will be ‘read-write-execute’

“ Web 3.0 will ultimately be seen as applications which are pieced together. … the applications are relatively small, the data is in the cloud, the applications can run on any device, PC or mobile phone, the applications are very fast and they're very customizable.” ( Eric Schmidt, CEO of Google, May 2007 )