Web 2.0 ‘ The times they are a changing’  Dr. Jim Hamill and Alan Stevenson Department of Marketing University of Strathcl...
Topic 1 <ul><li>Web 2.0 </li></ul><ul><li>An Overview </li></ul>
What Is It? <ul><li>A new buzz word coined by management consultants to encourage us to part with our hard earned cash </l...
What Is It? <ul><li>It’s a fundamental, revolutionary change…… </li></ul><ul><li>Major impact on consumer/B2B decision-mak...
What Is It? <ul><li>All revolutions have ‘winners’ and ‘losers’.  ‘Winners’ will be those organisations who fully utilise ...
Web 2.0   <ul><li>A  fundamental change in the way people use the Internet ……. </li></ul><ul><li>Rather than being passive...
Web 2.0 <ul><li>The end of the.......... </li></ul><ul><li>The read only Internet </li></ul><ul><li>The  ‘tell them how go...
Source: The Future of Advertising, APA, 17/02/09 as published on  Slideshare  ( www.slideshare.com )
 
 
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
 
 
 
 
 
From the web site <ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. T...
<ul><li>The Customer Experience  </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
From Tripadvisor <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li>...
 
Web 2.0
Applications Social Network Sites Social Content  Social Bookmarks Blogs Wikis Virtual Realities  RSS Feeds Podcasts Socia...
Internal and External Use <ul><li>These applications can be used on your  </li></ul><ul><li>own web site and/or by partici...
Characteristics Communities and Networks Interactivity Social Element Openness Peering  Hosted Services Global  Sharing  E...
Impact Business Intelligence Customer Interaction Sales & Marketing  Customer Experience  Customer Insight  Processes and ...
Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Cont...
Business Impact <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul><...
<ul><li>A few references......... </li></ul>
Wikinomics <ul><li>Tapscott and Williams (2006)  </li></ul><ul><li>Web 2.0 represents a major paradigm shift and requires ...
The Groundswell <ul><li>Li and Bernoff (2008) </li></ul><ul><li>A spontaneous movement of people using online tools to con...
Marketing to the Social Web <ul><li>Larry Weber (2009)  </li></ul><ul><li>Marketers must look for new ways to communicate ...
Grown Digital – Don Tapscott (2009) <ul><li>  </li></ul><ul><li>$4m research project covering 10,000 people in the age gro...
Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li...
Strategic Audit <ul><li>The Ten  </li></ul><ul><li>Key Questions </li></ul>
Ten Key Questions <ul><li>What impact is Web 2.0 having on my industry? </li></ul><ul><li>What are the opportunities and t...
Ten Key Questions <ul><li>Do we need a new business ‘mindset’ and organisational structure to succeed in a Web 2.0 environ...
Ten Key Questions <ul><li>What are the key Web 2.0 actions and initiatives we need to introduce? </li></ul><ul><li>What ne...
<ul><li>Questions </li></ul>
Upcoming SlideShare
Loading in …5
×

Session1 Web2.0 Overview

425 views
379 views

Published on

Web 2.0 – What is it?
A good overview of the term ‘Web 2.0’ can be found on Wikipedia at http://en.wikipedia.org/wiki/Web_2.0
covering both the technology and business perspectives. You should also take the time to view the Web 2.0 videos listed in the video section of the site.

While it is important to understand the range of Web 2.0 applications and technologies available, it is the business impact of Web 2.0 that provides the main focal point of this class. This can be seen clearly in our Model of Web 2.0 shown in Figure 1.1.

The Model comprises three inter-related elements:
- Web 2.0 Applications
- Features and Characteristics
- Business Impact

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
425
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Session1 Web2.0 Overview

    1. 1. Web 2.0 ‘ The times they are a changing’ Dr. Jim Hamill and Alan Stevenson Department of Marketing University of Strathclyde [email_address] May, 2009
    2. 2. Topic 1 <ul><li>Web 2.0 </li></ul><ul><li>An Overview </li></ul>
    3. 3. What Is It? <ul><li>A new buzz word coined by management consultants to encourage us to part with our hard earned cash </li></ul><ul><li>or </li></ul><ul><li>A fundamental change in the way people use the Internet, their online expectations and experiences </li></ul>
    4. 4. What Is It? <ul><li>It’s a fundamental, revolutionary change…… </li></ul><ul><li>Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries </li></ul><ul><li>Major opportunities, but also threats, for your organisation </li></ul><ul><li>Marketing as a ‘conversation with your customers, a conversation with your network’ </li></ul>
    5. 5. What Is It? <ul><li>All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships </li></ul><ul><li>Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation </li></ul><ul><li>Requires new performance measures </li></ul><ul><ul><li>Quality of your network </li></ul></ul><ul><ul><li>Relationship strength </li></ul></ul><ul><ul><li>Ability to leverage </li></ul></ul>
    6. 6. Web 2.0 <ul><li>A fundamental change in the way people use the Internet ……. </li></ul><ul><li>Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by </li></ul><ul><ul><li>Information ‘pull’ rather than ‘push’ </li></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><li>Openness, sharing, collaboration, interaction, communities, and social networking </li></ul></ul><ul><li>‘ Power to the people’ – Web 2.0 empowers people – empowers customers </li></ul>
    7. 7. Web 2.0 <ul><li>The end of the.......... </li></ul><ul><li>The read only Internet </li></ul><ul><li>The ‘tell them how good’ we are Internet </li></ul><ul><li>Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more) </li></ul><ul><li>The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience </li></ul><ul><li>The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site </li></ul>
    8. 8. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
    9. 11. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    10. 17. From the web site <ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest… </li></ul>
    11. 18. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    12. 19. From Tripadvisor <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website. </li></ul><ul><li>Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel. </li></ul>
    13. 21. Web 2.0
    14. 22. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Twitter Mash Ups Mobile Web; Internet Telephony
    15. 23. Internal and External Use <ul><li>These applications can be used on your </li></ul><ul><li>own web site and/or by participating in </li></ul><ul><li>‘ external 2.0’ sites </li></ul>
    16. 24. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
    17. 25. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
    18. 26. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    19. 27. Business Impact <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development – Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul>
    20. 28. <ul><li>A few references......... </li></ul>
    21. 29. Wikinomics <ul><li>Tapscott and Williams (2006) </li></ul><ul><li>Web 2.0 represents a major paradigm shift and requires new corporate mindsets and new approaches to business strategy development, implementation and online branding. </li></ul><ul><li>O’Reilly (2006)........Web 2.0 as ‘ a set of economic, social, and technology trends that collectively form the basis for the next generation of the Internet—a more mature, distinctive medium characterised by user participation, openness, and network effect.’ </li></ul>
    22. 30. The Groundswell <ul><li>Li and Bernoff (2008) </li></ul><ul><li>A spontaneous movement of people using online tools to connect, take charge of their own experiences and get what they need from each other (information, support, ideas, products, bargaining power etc) </li></ul><ul><li>The ‘groundswell’ is unstoppable – it’s a social revolution </li></ul><ul><li>It’s a permanent, revolutionary shift in the way the world works </li></ul><ul><li>You can try to fight it or join it – energise the groundswell </li></ul>
    23. 31. Marketing to the Social Web <ul><li>Larry Weber (2009) </li></ul><ul><li>Marketers must look for new ways to communicate with customers. New mindsets and a radical rethinking of past practice is required </li></ul><ul><li>Rather than broadcasting sales messages to an audience who no longer listen, innovative marketers should become ‘ aggregators of customer communities’ . They should participate in, organise and encourage social networks that people what to belong to </li></ul><ul><li>Rather than talking at customers they should talk with them </li></ul>
    24. 32. Grown Digital – Don Tapscott (2009) <ul><li>  </li></ul><ul><li>$4m research project covering 10,000 people in the age group 11 to 30 </li></ul><ul><li>The Net Generation – the first generation to have grown digital </li></ul><ul><li>Revolutionary impact on all aspects of life including the world of work, education, family relationships, political engagement and the global environment </li></ul><ul><li>YouTube Videos </li></ul>
    25. 33. Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul>
    26. 34. Strategic Audit <ul><li>The Ten </li></ul><ul><li>Key Questions </li></ul>
    27. 35. Ten Key Questions <ul><li>What impact is Web 2.0 having on my industry? </li></ul><ul><li>What are the opportunities and threats for my organisation? How well are we currently positioned to capitalise on these opportunities, minimise the threats? What progress have we made? What is the ‘strategic gap’ between where we are and where we should be? What internal organisational barriers and obstacles need to be overcome for us to make progress in this area? </li></ul><ul><li>What impact is Web 2.0 having on consumer behaviour and decision-making in our industry? </li></ul>
    28. 36. Ten Key Questions <ul><li>Do we need a new business ‘mindset’ and organisational structure to succeed in a Web 2.0 environment? </li></ul><ul><li>How can we best utilise Web 2.0 for effective reputation management? </li></ul><ul><li>How can we best use Web 2.0 for market/customer research; for building deep customer insight, knowledge and understanding? </li></ul><ul><li>How can we best use Web 2.0 applications for building on-going customer dialogue and interaction; for enhancing the online customer experience; for engaging with and energising our network? </li></ul>
    29. 37. Ten Key Questions <ul><li>What are the key Web 2.0 actions and initiatives we need to introduce? </li></ul><ul><li>What new business performance metrics do we need to use in a Web 2.0 era? </li></ul><ul><li>How can we best use Web 2.0 for improving internal operational efficiency and business processes? </li></ul>
    30. 38. <ul><li>Questions </li></ul>

    ×