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Why Web 2.0 should matter to today's architects (and others)

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Presentation given to South London Society of Architects, at London South Bank University, on 11th May 2010.

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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>640,078 “architects” </li></ul><ul><li>1,654 companies </li></ul><ul><li>lots of AEC groups </li></ul><ul><ul><li>99 “AEC” </li></ul></ul><ul><ul><li>1,966 “architecture” </li></ul></ul><ul><ul><li>3,447 “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: 819 members 2,569 members
  17. 18. www.tcn.uk.com – c. 1,000 members www.reorb.com – c. 2,440 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>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 2009, one in 35 UK internet visits was to a specialist video website, up from one in 50 in February 2008. </li></ul><ul><li>YouTube had 62.9% of those visits. </li></ul>
  27. 28. <ul><li>Why does Web 2.0 matter? </li></ul><ul><li>the UK is the 2nd biggest Twitter nation (after the USA) </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>
  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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