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Jim Hamill Web 20 Intro Overview Jh


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Introduction by Jim Hamill of Strathclyde University at The Gate's web 2.0 seminar for the public sector in Scotland

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Jim Hamill Web 20 Intro Overview Jh

  1. 1. Web 2.0 An Overview ‘The times they are a changing’ Dr. Jim Hamill Department of Marketing University of Strathclyde April, 2009
  2. 2. Background to Today The power of networking..........
  3. 3. Join my network on LinkedIn From: Pete Martin Date: December 8, 2008 To: Jim Hamill (Dr) Status: Accepted Pete Martin has indicated you are a Friend: Jim - I stumbled over your profile when LinkedIn suggested we might know each other. I'm Creative Director at a Scottish agency. Get in touch if you want to 'do lunch'. All the best. - Pete
  4. 4. What Is It?  A new buzz word coined by management consultants to encourage us to part with our hard earned cash or  A fundamental change in the way people use the Internet, their online expectations and experiences
  5. 5. What Is It?  It’s a fundamental, revolutionary change……  Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries  Major opportunities, but also threats, for Public Sector organisations  Marketing as a ‘conversation with your customers, a conversation with your network’
  6. 6. What Is It?  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  Requires a new ‘mindset’ and new approaches to marcoms strategy and implementation
  7. 7. Web 2.0 A fundamental change in the way people use the Internet …….  Rather than being passive recipients of ‘brand messages’, Web 2.0 is  characterised by – Information ‘pull’ rather than ‘push’ – User generated content – Openness, sharing, collaboration, interaction, communities, and social networking ‘Power to the people’ – Web 2.0 empowers people 
  8. 8. Web 2.0 The end of the..........  The read only Internet The ‘tell them how good’ we are Internet  Traditional ‘push’ marketing strategies (declining effectiveness – nobody  listens any more) The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and  resistant to brand messages- -the ‘brand’ becomes the customer experience The end of the ‘About Us’ web site…..and the beginning of the ‘About You’  web site
  9. 9. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
  10. 10. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
  11. 11. From the web site • 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. • The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. • 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…
  12. 12. The Customer Experience of the Brand Tripadvisor
  13. 13. From Tripadvisor • It's getting old, the rooms are unappealing and it will never be more than a business hotel • 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. • 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.
  14. 14. Public Sector 2.0 An Overview » Applications » Features and Characteristics » Implications
  15. 15. Applications Blogs Social Network Sites Virtual Realities Social Content RSS Feeds Wikis Mash Ups Podcasts Social Bookmarks Mobile Web; Internet Telephony Social Applications
  16. 16. Internal and External Use These applications can be used on your own web site and/or by participating in ‘external 2.0’ sites
  17. 17. Characteristics Openness Communities and Networks Hosted Services Interactivity Global Peering Mass Collaboration Sharing Social Element The Internet as the platform Empowerment
  18. 18. Impact Customer Experience Business Intelligence Processes and HRM Customer Interaction Mindset Customer Insight Rich Internet Applications Product Development Sales & Marketing IT Infrastructure Reputation Management
  19. 19. Public Sector 2.0 Impact – PS 2.0 Web 2.0 Applications Mindset Open source Business Intelligence Online Applications/ Web Services Customer Insight and Understanding Social Network Sites Social Content – Social Bookmarking Customer Interaction Enhanced Customer Experience – Blogs or Weblogs Rich Internet Applications Wikis Reputation Management Podcasts/ Vodcasts Sales and Marketing Virtual Realities Product Development and R&D e.g. Mash Ups engage and co-create RSS Feeds IT/Software/Applications Mobile Web; Internet Telephony Characteristics Operations, Internal Processes and HRM Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global
  20. 20. A few references.........
  21. 21. Wikinomics Tapscott and Williams (2006)  Web 2.0 represents a major paradigm shift and requires new corporate mindsets and new approaches to business strategy development, implementation and online branding.  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.’
  22. 22. The Groundswell Li and Bernoff (2008)  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)  The ‘groundswell’ is unstoppable – it’s a social revolution  It’s a permanent, revolutionary shift in the way the world works  You can try to fight it or join it – energise the groundswell
  23. 23. Marketing to the Social Web Larry Weber (2009)  Marketers must look for new ways to communicate with customers. New mindsets and a radical rethinking of past practice is required  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  Rather than talking at customers they should talk with them
  24. 24. Grown Digital – Don Tapscott (2009)  $4m research project covering 10,000 people in the age group 11 to 30  The Net Generation – the first generation to have grown digital  Revolutionary impact on all aspects of life including the world of work, education, family relationships, political engagement and the global environment  YouTube Videos
  25. 25. Bob Dylan Come gather 'round people Wherever you roam And don’t criticise What you can't understand Your sons and your daughters Are beyond your command Your old road is Rapidly agin‘ Then you better start swimmin’ Or you'll sink like a stone For the times they are a-changin’
  26. 26. Thank You