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Getting Social. Why Web 2.0 matters for B2B

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Talk to Kent branch of Institute of Directors marketing forum, in Maidstone, on 11 April 2011

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Getting Social. Why Web 2.0 matters for B2B

  1. 1. Getting Social Paul Wilkinson (pwcom.co.uk)
  2. 2. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  3. 3. <ul><li>Who am I? </li></ul><ul><li>Pre-web and Web 1.0 </li></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>What is Web 2.0 – a lightning tour </li></ul></ul><ul><ul><li>What’s changing? Why does Web 2.0 matter? </li></ul></ul><ul><ul><li>Web 2.0 – putting it all together </li></ul></ul><ul><li>Getting social? </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  4. 4. <ul><li>Who am I? </li></ul><ul><li>worked in construction industry since 1987 </li></ul><ul><ul><li>in-house: Halcrow, Tarmac, BIW </li></ul></ul><ul><ul><li>consultancy: 4Projects, BIW, Constructing Excellence, Unit4, Sypro </li></ul></ul><ul><li>ie: 24 years in B2B marketing </li></ul><ul><li>author of book on construction collaboration technologies </li></ul><ul><li>Wikipedia (2003) , blog (2005), Twitter (2008) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  5. 5. <ul><li>Face-to-face </li></ul><ul><li>Written word </li></ul><ul><li>Hand drawings </li></ul><ul><li>Telephone </li></ul><ul><li>Telegram </li></ul><ul><li>Telex </li></ul><ul><li>Fax </li></ul><ul><li>CAD </li></ul><ul><li>Email </li></ul><ul><li>Groupware (eg: Lotus Notes) </li></ul><ul><li>File transfer protocol (FTP) </li></ul><ul><li>Websites </li></ul><ul><li>Intranets, enterprise portals </li></ul><ul><li>Video- and tele-conferencing </li></ul><ul><li>Extranets </li></ul><ul><li>Web-conferencing applications </li></ul><ul><li>File-sharing (P2P) </li></ul><ul><li>Instant messaging </li></ul><ul><li>Discussion forums </li></ul><ul><li>Wikis </li></ul><ul><li>Blogs </li></ul><ul><li>RSS </li></ul><ul><li>BIM </li></ul><ul><li>Social networking </li></ul><ul><li>Social search, tagging, sharing </li></ul><ul><li>Mashups: Mapping, time-lines, etc </li></ul><ul><li>Virtual worlds </li></ul>Cloud computing WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? Web 2.0 SaaS
  6. 6. 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?
  7. 7. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  8. 8. <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>“ globally distributed, near instant, person to person conversations” </li></ul>(Sources: Wikipedia ; Kaizo; Euan Semple) WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  9. 9. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  10. 10. (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?
  11. 11. <ul><li>Discussion forums </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  12. 12. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  13. 13. <ul><li>Podcasts </li></ul><ul><li>Blogs </li></ul><ul><ul><li>Individual </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  14. 14. <ul><li>Blogs </li></ul><ul><li>“… conversations online” </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  15. 15. <ul><li>Twitter </li></ul><ul><ul><li>Personal </li></ul></ul><ul><ul><li>Corporate </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Lists, eg: </li></ul></ul><ul><ul><ul><li>trade bodies </li></ul></ul></ul><ul><ul><ul><li>media </li></ul></ul></ul><ul><ul><ul><li>Architects </li></ul></ul></ul><ul><ul><li>Twibes </li></ul></ul><ul><ul><li>Leagues </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  16. 16. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  17. 17. <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 group focused (some in Facebook, LinkedIn, or built on Ning , Elgg, socialGo) </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  18. 18. 1581 members 5110 members WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  19. 19. 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?
  20. 20. <ul><li>Tagging/sharing, eg </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  21. 21. <ul><li>Sharing: </li></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Travel </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>Q&As </li></ul></ul><ul><ul><li>etc </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  22. 22. WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? <ul><li>Location </li></ul>
  23. 23. <ul><li>Location: </li></ul><ul><ul><li>Real world (wiki) </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul><ul><ul><li>Virtual world </li></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  24. 24. <ul><li>Changing PR </li></ul><ul><ul><li>Digital news release issued as a webpage, linked via RSS or a URL </li></ul></ul><ul><ul><ul><li>URL disseminated by email, Twitter, SMS, IM </li></ul></ul></ul><ul><ul><ul><li>easily monitored – eg: unique visitors, time on page, downloads </li></ul></ul></ul><ul><ul><ul><li>bespoke pages for different journalists – with different URLs for distribution </li></ul></ul></ul><ul><ul><li>Easily bookmarked </li></ul></ul><ul><ul><li>Associated multimedia </li></ul></ul><ul><li>We are all publishers now! </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  25. 25. <ul><li>Changing events </li></ul><ul><ul><li>Hybrid = online + face-2-face </li></ul></ul><ul><ul><ul><li>Real-time sharing/feedback </li></ul></ul></ul><ul><ul><ul><li>Multiple locations </li></ul></ul></ul><ul><li>We are all broadcasters now! </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  26. 26. <ul><li>Changing events </li></ul><ul><ul><li>Virtual events </li></ul></ul><ul><ul><ul><li>virtual stands </li></ul></ul></ul><ul><ul><ul><li>no travel </li></ul></ul></ul><ul><ul><ul><li>interact online </li></ul></ul></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  27. 27. … so what’s changed? Changing habits ! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  28. 28. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>70% UK homes now have broadband internet access </li></ul><ul><li>Will top 80% within three years </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  29. 29. <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>31% of UK people access internet via mobile phone (ie: more than via laptop - 26%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  30. 30. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>30m+ UK people profiled on Facebook </li></ul><ul><li>ie: 2m in c. 5mths </li></ul><ul><li>Over 2 out of 3 UK internet users have active Facebook accounts </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL? UK users Oct 2010 – Mar 2011
  31. 31. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In December 2010, LinkedIn passed five million UK members </li></ul><ul><li>One million members added in six months </li></ul><ul><li>Over one third of UK professionals profiled on LinkedIn </li></ul><ul><li>25% of FTSE100 companies hire via LinkedIn </li></ul><ul><li>100 million LinkedIn users worldwide </li></ul><ul><li>5% of LinkedIn users account for 49% of UK LinkedIn activity </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  32. 32. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>UK = third most active Twitter population </li></ul><ul><li>c. 4m UK users by January 2010 </li></ul><ul><li>7% of Tweeters account for 79% of UK Twitter traffic </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  33. 33. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>In February 2010, 5.5 billion online videos watched in UK </li></ul><ul><li>2.5bn of those visits made to YouTube (up 17% on 2009) </li></ul><ul><li>Facebook now 4 th most important for video (up 205%) </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  34. 34. New construction marketing…. A Web 2.0 revolution! WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  35. 35. <ul><li>Architect HOK </li></ul><ul><li>Life at HOK Blog </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  36. 36. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>HOK careers </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  37. 37. <ul><li>Architect HOK </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  38. 38. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  39. 39. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  40. 40. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  41. 41. <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>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  42. 42. <ul><li>Ten lessons learned </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  43. 43. <ul><li>1. start small </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  44. 44. <ul><li>2. invest wisely </li></ul><ul><li>The tools may be free, </li></ul><ul><li>but finding the right people to use them properly takes time, </li></ul><ul><li>and time = money. </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  45. 45. <ul><li>3. involve </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  46. 46. <ul><li>4. manage expectations </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  47. 47. <ul><li>5. identify issue(s), then respond </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  48. 48. <ul><li>6. identify the opportunities/risks </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  49. 49. <ul><li>7. spread the risk </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  50. 50. <ul><li>8. manage, monitor and moderate </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  51. 51. <ul><li>9. total bans don’t work </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  52. 52. <ul><li>10. you can’t ignore social media </li></ul>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?
  53. 53. <ul><li>What next? </li></ul><ul><li>A Kent IOD social media surgery </li></ul><ul><li>Internal social media workshops </li></ul><ul><li>Twitter master-class </li></ul><ul><li>Blogging master-class </li></ul>WEB 2.0 AEC 2.0 Q & A TODAY WHO, ME? CONTEXT TOUR GETTING SOCIAL?
  54. 54. 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

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