Why web 2.0 matters to construction in today's property and construction industries

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Presentation by Paul Wilkinson in Pecha Kucha session at Be2camp East in Chelmsford, Essex, UK, on 29 April 2010

Presentation by Paul Wilkinson in Pecha Kucha session at Be2camp East in Chelmsford, Essex, UK, on 29 April 2010

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  • 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 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)

Transcript

  • 1. Why Web 2.0 matters in today’s property and construction industries Paul Wilkinson (pwcom.co.uk)
  • 2.
    • Why does Web 2.0 matter?
    • 70% UK homes now have internet access
    • 63% have broadband
    • Broadband for all by 2012?
  • 3.
    • Why does Web 2.0 matter?
    • biggest driver of UK mobile internet adoption is social media
    • 70% of daily mobile internet users use social media
    • Over 16m UK people accessed internet via mobile phone in December 2009. (excluding T-Mobile and 3)
  • 4.
    • Why does Web 2.0 matter?
    • 25 million UK active Facebook accounts
    • 50% of active users log into FB every day
  • 5.
    • Why does Web 2.0 matter?
    • In February 2009, one in 35 UK internet visits was to a specialist video website, up from one in 50 in February 2008.
    • YouTube had 62.9% of those visits.
  • 6.
    • Why does Web 2.0 matter?
    • the UK is the 2nd biggest Twitter nation (after the USA)
    • in August 2009, there were over 2.4 million UK Twitter users
  • 7.
    • Why does Web 2.0 matter?
    • On 25 November 2009, LinkedIn gained its 3 millionth UK member
    • This was just two years after it reached one million
  • 8. (Photos: Meir Sadan on Flickr ; kpwerker on Flickr Web 1.0 was about … Web 2.0 is about … reading writing
  • 9. Web 1.0 was about … Web 2.0 is about … companies communities
  • 10. Web 1.0 was about … Web 2.0 is about … one-way two-way
  • 11. Web 1.0 was about … Web 2.0 is about … lecture conversation
  • 12. Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
  • 13. Web 1.0 was about … Web 2.0 is about … owning sharing
  • 14. … so what’s changed? Rethink Marketing!
  • 15. Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic
  • 16. Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s
  • 17. Traditional B2B marketing was Marketing 2.0 is becoming … what the marketing dept did any/all parts of the organisation
  • 18. Traditional B2B marketing was Marketing 2.0 is becoming … short-term long-term
  • 19. Traditional B2B marketing was Marketing 2.0 is becoming … static mobile
  • 20. Paul Wilkinson (pwcom.co.uk) “ The only thing worse than being talked about is not being talked about.”