Why Web 2.0 should matter to today’s architects (and others) Paul Wilkinson (pwcom.co.uk)
 
<ul><li>Pre-web and Web 1.0 </li></ul><ul><li>What is Web 2.0 – a lightning tour </li></ul><ul><li>What’s changing? Why do...
<ul><li>‘ Before web’ </li></ul><ul><li>Print and face-to-face: </li></ul><ul><li>print advertising </li></ul><ul><li>broc...
<ul><li>Web 1.0  - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><l...
<ul><li>Web 2.0  - Definitions: </li></ul><ul><li>the use of web technologies and web design to enhance creativity, inform...
(Source:  Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) What is Web 2.0?
<ul><li>Discussion forums </li></ul>What is Web 2.0?
<ul><li>Wikis </li></ul><ul><ul><li>open –  Wikipedia </li></ul></ul><ul><ul><li>organisation –  RIBApedia </li></ul></ul>...
<ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>SME company </li></ul...
<ul><li>Blogs </li></ul><ul><li>“…  conversations online” </li></ul>What is Web 2.0?
<ul><li>Twitter </li></ul><ul><ul><li>individuals </li></ul></ul><ul><ul><li>companies </li></ul></ul><ul><ul><li>media </...
<ul><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><u...
<ul><li>Social networking </li></ul><ul><ul><li>from personal (eg:  Facebook ) … </li></ul></ul><ul><ul><li>to professiona...
<ul><li>Facebook </li></ul><ul><li>lots of people, pages, groups </li></ul><ul><li>Difficult to find effective AEC B2B use...
<ul><li>LinkedIn </li></ul><ul><li>655,436 “architects” </li></ul><ul><li>1,749 companies </li></ul><ul><li>lots of AEC gr...
What is Web 2.0? Today: 905 members 2,877 members
www.tcn.uk.com  – c. 1,200 members www.reorb.com  – c. 3,000 members What is Web 2.0?
<ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel tips  </li></ul></ul><ul><ul><li>Re...
<ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li...
<ul><li>Collaboration spaces </li></ul><ul><ul><li>generic:  Huddle , Basecamp, etc </li></ul></ul><ul><ul><li>AEC focused...
<ul><li>New AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>What is Web 2.0?
<ul><li>New AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>What is Web 2.0?
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have internet access </li></ul><ul><li>63% have broadb...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media  </li></u...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Over 25 million UK active Facebook accounts </li></ul><ul><li>50% of ac...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos were viewed in the UK, up 3...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>the UK has 3 rd  biggest Twitter community (after USA and Brazil), 2 nd...
<ul><li>Why does Web 2.0 matter? </li></ul><ul><li>On 25 November 2009, LinkedIn gained its  3 millionth  UK member </li><...
(Photos:  Meir  Sadan  on  Flickr ;  kpwerker  on  Flickr Web 1.0 was about … Web 2.0 is about … reading Writing (blogging...
Web 1.0 was about … Web 2.0 is about … companies communities
Web 1.0 was about … Web 2.0 is about … one-way two-way
Web 1.0 was about … Web 2.0 is about … lecture conversation
Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
Web 1.0 was about … Web 2.0 is about … owning sharing
…  so what’s changed? Rethink Marketing!
Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic
Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s
Traditional B2B marketing was Marketing 2.0 is becoming … what the  marketing dept did any/all parts of the organisation
Traditional B2B marketing was Marketing 2.0 is becoming … short-term long-term
Traditional B2B marketing was Marketing 2.0 is becoming … one place, static mobile
<ul><li>Architect HOK </li></ul><ul><li>HOK  website </li></ul>Integrated Web 2.0
<ul><li>Architect HOK </li></ul><ul><li>Life at HOK  Blog </li></ul>Integrated Web 2.0
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>Integrated Web 2.0
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>Integrated We...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flick...
<ul><li>Audit - Crittall Windows </li></ul><ul><li>21 blog articles (16 misspelt) </li></ul><ul><li>15 YouTube videos </li...
<ul><li>Crittall  </li></ul><ul><li>started blogger engagement … </li></ul><ul><li>…  then started blog </li></ul><ul><li>...
“ The only thing worse than being talked about is not being talked about.”
Thank you Contact: Paul Wilkinson Website:  www.pwcom.co.uk Blog:  www.pwcom.wordpress.com Email:  [email_address] Tel: +4...
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Why web 2.0 should matter to today's architects (and others)

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Why web 2.0 should matter to today's architects (and others) - presentation given to Be2camp NW, in Manchester, UK, on 15 June 2010.

(Slightly updated version of presentation previously delivered to SLSA in May.)

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  • All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
  • Quick overview of this presentation.
  • These media are still important but we now have a growing range of additional , even alternative channels to communicate our messages and engage in conversations with customers and other influencers
  • Early websites
  • Remit Consulting pares number of categories down from 24 to 12
  • Let’s take a quick tour First off – discussion forums
  • Wrote about this in guest blog post on CE blog Suspect Paul Morrell’s first ever blog post
  • Network of contacts
  • US survey (BtoB/ANA) : Facebook is the most-used social media site overall (74%), and enjoys high use among b-to-b marketers (60%).
  • 1 out of every 350 website visits in the UK comes from Twitter as a source It’s the 30th biggest source of traffic in the UK May 2010 – total registered users = 106 million (adding 300k per day) 300,000 new users sign up per day Approximately 60% of them are coming from outside the U.S Twitter receives 180 million unique visitors per month 75% of Twitter traffic comes from third-party applications 60% of all tweets come from third-party apps Since the new Blackberry application was launched, it has accounted for 7 to 8% of new sign There are 600 million search queries on Twitter per day There are over 100,000 Twitter applications Twitter gets 3 billion requests a day through its API 37% of active Twitter users use their phone to tweet
  • US survey (BtoB/ANA) : 81% of b-to-b marketers cited LinkedIn, compared with just 25% of the b-to-c marketers.
  • If you spoke to people as advertisers do, you’d quickly get a punch in the mouth
  • Owning content. Locking it down so that you retained control Example: use of PDFs to Making content more accessible – also improves search engine performance
  • Moving from tactical to strategic
  • From promotional focus to 4Ps Product (or service), price, place and promotion Now 4Ps, plus People / Participation
  • Customer service, niche experts, CEO, etc, etc
  • Long tail.
  • Content delivered in one form to one place – now content delivered in multiple forms anywhere, anytime (Martini)
  • Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
  • Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
  • Worked with HR department Identified a Facebook Queen (our youngest, 20-something team member) Managing the HOK Network channels is a team effort for the Corporate Communications group
  • The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
  • Corporate communications identified a Lord of the Flickr
  • With video an increasingly popular download online, a HOK YouTube channel was an obvious step
  • HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
  • In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum Good example of: applying consistent branding across online channels Aligning corporate strategic objectives with online tactics Involving, educating and monitoring staff engagement with different channels How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
  • March 2009 – as part of audit, looked at online Web 2.0 mentions of Crittall Windows
  • Campaign involved updates across numerous platforms, from existing website to profiles on social media sites Result: PR profile raised + increased website traffic
  • Why web 2.0 should matter to today's architects (and others)

    1. 1. Why Web 2.0 should matter to today’s architects (and others) Paul Wilkinson (pwcom.co.uk)
    2. 3. <ul><li>Pre-web and Web 1.0 </li></ul><ul><li>What is Web 2.0 – a lightning tour </li></ul><ul><li>What’s changing? Why does Web 2.0 matter? </li></ul><ul><li>Web 2.0 – putting it all together </li></ul>
    3. 4. <ul><li>‘ Before web’ </li></ul><ul><li>Print and face-to-face: </li></ul><ul><li>print advertising </li></ul><ul><li>brochures, magazines </li></ul><ul><li>PR, media relations </li></ul><ul><li>direct marketing </li></ul><ul><li>market research </li></ul><ul><li>events </li></ul><ul><li>Still important , but … </li></ul>
    4. 5. <ul><li>Web 1.0 - Mid 1990s … </li></ul><ul><li>first generation websites </li></ul><ul><li>static pages </li></ul><ul><li>HTML ‘brochure-ware’ </li></ul><ul><li>later PDFs </li></ul><ul><li>limited interaction </li></ul><ul><li>email integration </li></ul><ul><li>no Google </li></ul>
    5. 6. <ul><li>Web 2.0 - Definitions: </li></ul><ul><li>the use of web technologies and web design to enhance creativity, information sharing and collaboration among users. </li></ul><ul><li>“ People having conversations online” </li></ul><ul><li>aka ‘Enterprise 2.0’, ‘Social business’ </li></ul>(Sources: Wikipedia ; Kaizo)
    6. 7. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) What is Web 2.0?
    7. 8. <ul><li>Discussion forums </li></ul>What is Web 2.0?
    8. 9. <ul><li>Wikis </li></ul><ul><ul><li>open – Wikipedia </li></ul></ul><ul><ul><li>organisation – RIBApedia </li></ul></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><ul><li>Fielden Clegg Bradley </li></ul></ul></ul><ul><ul><li>Publications </li></ul></ul><ul><ul><ul><li>BSD project wiki </li></ul></ul></ul>What is Web 2.0?
    9. 10. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>SME company </li></ul></ul><ul><ul><li>Media tool </li></ul></ul>What is Web 2.0?
    10. 11. <ul><li>Blogs </li></ul><ul><li>“… conversations online” </li></ul>What is Web 2.0?
    11. 12. <ul><li>Twitter </li></ul><ul><ul><li>individuals </li></ul></ul><ul><ul><li>companies </li></ul></ul><ul><ul><li>media </li></ul></ul>What is Web 2.0?
    12. 13. <ul><li>RSS </li></ul><ul><ul><li>RSS publishing, from: </li></ul></ul><ul><ul><ul><li>Bloggers </li></ul></ul></ul><ul><ul><ul><li>Media </li></ul></ul></ul><ul><ul><ul><li>Corporate </li></ul></ul></ul><ul><ul><ul><li>Search </li></ul></ul></ul><ul><ul><li>Feed-readers </li></ul></ul><ul><ul><ul><li>local or web-based: Google Reader , etc </li></ul></ul></ul>What is Web 2.0?
    13. 14. <ul><li>Social networking </li></ul><ul><ul><li>from personal (eg: Facebook ) … </li></ul></ul><ul><ul><li>to professional (less Facebook, more LinkedIn ) … </li></ul></ul><ul><ul><li>to AEC focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>What is Web 2.0?
    14. 15. <ul><li>Facebook </li></ul><ul><li>lots of people, pages, groups </li></ul><ul><li>Difficult to find effective AEC B2B use of Facebook </li></ul><ul><li>“ Under Construction” </li></ul><ul><ul><li>Page status </li></ul></ul><ul><ul><li>Rock band name </li></ul></ul>What is Web 2.0?
    15. 16. <ul><li>LinkedIn </li></ul><ul><li>655,436 “architects” </li></ul><ul><li>1,749 companies </li></ul><ul><li>lots of AEC groups </li></ul><ul><ul><li>105 “AEC” </li></ul></ul><ul><ul><li>2,050 “architecture” </li></ul></ul><ul><ul><li>3,646 “construction” </li></ul></ul><ul><li>easy to join groups </li></ul><ul><li>some still very recruitment-focused </li></ul>What is Web 2.0?
    16. 17. What is Web 2.0? Today: 905 members 2,877 members
    17. 18. www.tcn.uk.com – c. 1,200 members www.reorb.com – c. 3,000 members What is Web 2.0?
    18. 19. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel tips </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Links, etc </li></ul></ul>What is Web 2.0?
    19. 20. <ul><li>Location: </li></ul><ul><ul><li>Real world </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>What is Web 2.0?
    20. 21. <ul><li>Collaboration spaces </li></ul><ul><ul><li>generic: Huddle , Basecamp, etc </li></ul></ul><ul><ul><li>AEC focused: </li></ul></ul><ul><ul><ul><li>eg: Asite, BIW, 4Projects, etc </li></ul></ul></ul><ul><ul><ul><li>some with “added Web 2.0” </li></ul></ul></ul>What is Web 2.0?
    21. 22. <ul><li>New AEC services, new opportunities </li></ul><ul><li>Examples: </li></ul>What is Web 2.0?
    22. 23. <ul><li>New AEC services, new opportunities </li></ul><ul><li>More examples: </li></ul>What is Web 2.0?
    23. 24. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have internet access </li></ul><ul><li>63% have broadband </li></ul><ul><li>Broadband for all by 2012? </li></ul>
    24. 25. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>biggest driver of UK mobile internet adoption is social media </li></ul><ul><li>70% of daily mobile internet users use social media </li></ul><ul><li>Over 16m UK people accessed internet via mobile phone in December 2009. (excluding T-Mobile and 3) </li></ul>
    25. 26. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>Over 25 million UK active Facebook accounts </li></ul><ul><li>50% of active users log into FB every day </li></ul>
    26. 27. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos were viewed in the UK, up 37% from 4 billion in February 2009. </li></ul><ul><li>2.5 billion views via YouTube </li></ul><ul><li>BBC 2 nd most viewed (140m). </li></ul>
    27. 28. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>the UK has 3 rd biggest Twitter community (after USA and Brazil), 2 nd most active </li></ul><ul><li>in August 2009, there were over 2.4 million UK Twitter users </li></ul>
    28. 29. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>On 25 November 2009, LinkedIn gained its 3 millionth UK member </li></ul><ul><li>This was just two years after it reached one million </li></ul><ul><li>On 9 June 2010 passed 4 million </li></ul><ul><li>One third of UK professionals on LinkedIn </li></ul>
    29. 30. (Photos: Meir Sadan on Flickr ; kpwerker on Flickr Web 1.0 was about … Web 2.0 is about … reading Writing (blogging, tweeting, etc)
    30. 31. Web 1.0 was about … Web 2.0 is about … companies communities
    31. 32. Web 1.0 was about … Web 2.0 is about … one-way two-way
    32. 33. Web 1.0 was about … Web 2.0 is about … lecture conversation
    33. 34. Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
    34. 35. Web 1.0 was about … Web 2.0 is about … owning sharing
    35. 36. … so what’s changed? Rethink Marketing!
    36. 37. Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic
    37. 38. Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s
    38. 39. Traditional B2B marketing was Marketing 2.0 is becoming … what the marketing dept did any/all parts of the organisation
    39. 40. Traditional B2B marketing was Marketing 2.0 is becoming … short-term long-term
    40. 41. Traditional B2B marketing was Marketing 2.0 is becoming … one place, static mobile
    41. 42. <ul><li>Architect HOK </li></ul><ul><li>HOK website </li></ul>Integrated Web 2.0
    42. 43. <ul><li>Architect HOK </li></ul><ul><li>Life at HOK Blog </li></ul>Integrated Web 2.0
    43. 44. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>Integrated Web 2.0
    44. 45. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>Integrated Web 2.0
    45. 46. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul>Integrated Web 2.0
    46. 47. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul>Integrated Web 2.0
    47. 48. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul>Integrated Web 2.0
    48. 49. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>Twitter </li></ul><ul><li>etc </li></ul>Integrated Web 2.0
    49. 50. <ul><li>Audit - Crittall Windows </li></ul><ul><li>21 blog articles (16 misspelt) </li></ul><ul><li>15 YouTube videos </li></ul><ul><li>191 photos on Flickr </li></ul><ul><li>7 Wikipedia mentions </li></ul><ul><li>ex-employee Facebook groups </li></ul><ul><li>2 discussion board posts </li></ul><ul><li>1 (misspelt) Twitter mention </li></ul>Integrated Web 2.0
    50. 51. <ul><li>Crittall </li></ul><ul><li>started blogger engagement … </li></ul><ul><li>… then started blog </li></ul><ul><li>RSS feed on website </li></ul><ul><li>@JohnKatCrittall on Twitter </li></ul><ul><li>LinkedIn company profile </li></ul><ul><li>Wikipedia edits </li></ul><ul><li>Crittall Facebook page </li></ul><ul><li>media coverage (eg: Construction Manager , July 2009) </li></ul><ul><li>Sales leads (one led to £50k order) </li></ul>Integrated Web 2.0
    51. 52. “ The only thing worse than being talked about is not being talked about.”
    52. 53. Thank you Contact: Paul Wilkinson Website: www.pwcom.co.uk 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
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