Why web 2.0 should matter to today's architects (and others)
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Why web 2.0 should matter to today's architects (and others) - presentation given to Be2camp NW, in Manchester, UK, on 15 June 2010. (Slightly updated version of presentation previously delivered to SLSA in May.)
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Why web 2.0 should matter to today's architects (and others)
- 1. Why Web 2.0 should matter to today’s architects (and others) Paul Wilkinson (pwcom.co.uk)
- 7. (Source: Role of Social Media in Commercial Property RICS 2009 – Remit Consulting) What is Web 2.0?
- 17. What is Web 2.0? Today: 905 members 2,877 members
- 18. www.tcn.uk.com – c. 1,200 members www.reorb.com – c. 3,000 members What is Web 2.0?
- 30. (Photos: Meir Sadan on Flickr ; kpwerker on Flickr Web 1.0 was about … Web 2.0 is about … reading Writing (blogging, tweeting, etc)
- 31. Web 1.0 was about … Web 2.0 is about … companies communities
- 32. Web 1.0 was about … Web 2.0 is about … one-way two-way
- 33. Web 1.0 was about … Web 2.0 is about … lecture conversation
- 34. Web 1.0 was about … Web 2.0 is about … advertising word-of-mouth
- 35. Web 1.0 was about … Web 2.0 is about … owning sharing
- 36. … so what’s changed? Rethink Marketing!
- 37. Traditional B2B marketing was Marketing 2.0 is becoming … tactical more strategic
- 38. Traditional B2B marketing was often mainly promotion Marketing 2.0 is becoming … 4 (or 5) P’s
- 39. Traditional B2B marketing was Marketing 2.0 is becoming … what the marketing dept did any/all parts of the organisation
- 40. Traditional B2B marketing was Marketing 2.0 is becoming … short-term long-term
- 41. Traditional B2B marketing was Marketing 2.0 is becoming … one place, static mobile
- 52. “ The only thing worse than being talked about is not being talked about.”
- 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
Editor's Notes
- All familiar with these? Who has a profile on Facebook? Who uses Facebook for business? Who uses on LinkedIn? Who uses Twitter? Company or individual use
- Quick overview of this presentation.
- These media are still important but we now have a growing range of additional , even alternative channels to communicate our messages and engage in conversations with customers and other influencers
- Early websites
- Remit Consulting pares number of categories down from 24 to 12
- Let’s take a quick tour First off – discussion forums
- Wrote about this in guest blog post on CE blog Suspect Paul Morrell’s first ever blog post
- Network of contacts
- 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 May 2010 – total registered users = 106 million (adding 300k per day) 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)
- Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
- Case study of how established international AEC firm integrated Web 2.0 into its corporate communications. Corporate communications and HR teams recruited 20 bloggers worldwide. “ Blogger Manifesto” HOK Blog Policy – etiquette: confidentiality, professionalism, mutual respect and good taste. Two- day, in-person training session. Ongoing Training/Support Help Blog Weekly Blog Update posts edited for grammar, punctuation and spelling – never for content semi-annual WebEx meetings
- Worked with HR department Identified a Facebook Queen (our youngest, 20-something team member) Managing the HOK Network channels is a team effort for the Corporate Communications group
- The Facebook, VisualCV and LinkedIn pages, plus the small Opportunities search link on the home page, show that one purpose of the site is for recruitment, and the blog will at least give potential recruits – particularly those Generation Y people for whom social networks are important – a lot of additional information about what it’s like to work at HOK.
- Corporate communications identified a Lord of the Flickr
- With video an increasingly popular download online, a HOK YouTube channel was an obvious step
- HOK powerpoint slide presentations are also available on a Slideshare page, ranging from project overviews to presentations about sustainability
- In addition to a HOKNetwork corporate Twitter account, HOK also has a “chief executive Tweeter” @somechum Good example of: applying consistent branding across online channels Aligning corporate strategic objectives with online tactics Involving, educating and monitoring staff engagement with different channels How channels reinforce each other. Blogs reuse Flickr, YouTube, SlideShare, etc. Tweets about blog posts, about events, links to photos, etc
- March 2009 – as part of audit, looked at online Web 2.0 mentions of Crittall Windows
- Campaign involved updates across numerous platforms, from existing website to profiles on social media sites Result: PR profile raised + increased website traffic