What has web 2.0 got to do with me? Mark Riley  Strategic Partnership Manager BT Tradespace
Quick question… <ul><li>Complete beginner </li></ul><ul><li>See how the web can help my business </li></ul><ul><li>I have ...
Times like these
Agenda <ul><li>What is web 2.0 anyway? </li></ul><ul><li>What does that mean for small businesses? </li></ul><ul><li>What ...
What is Web 2.0? <ul><li>From Wikipedia, the free encyclopedia </li></ul><ul><ul><li>Web 2.0  refers to a perceived second...
Essentially… Conversation Community Collaboration
 
POWER - What's next ? <ul><li>Feudalism – land ownership </li></ul><ul><ul><li>Industrialisation  </li></ul></ul><ul><ul><...
<ul><ul><li>Knowledge Networks – Internet </li></ul></ul><ul><ul><ul><li>Democratisation of Information </li></ul></ul></u...
The cacophony of computerised conversations
 
 
Web 2.0 terminology (or how to bluff your way at web 2.0) <ul><li>Blog </li></ul><ul><ul><li>Micro-blogging </li></ul></ul...
Web 2.0 Terminology cont… <ul><li>Behavioural Targeting </li></ul><ul><li>RSS </li></ul><ul><li>Wiki </li></ul><ul><li>P2P...
What does this mean for small businesses?
Web 2.0: Small business gets it.  Do you?  Its good news by the way.  <ul><li>Claim 1: Marketing innovation using social m...
Audience fragmentation hurts large enterprise <ul><li>On average, [European] online consumers spend 14.3 hours online a we...
Online - What the Customer wants A Voice! To be understood To be inspired To be delighted Respect
Will it blend?     Over 100m hits!
Now look at how small business wins its customers … <ul><ul><li>52% of small businesses say up to half of their revenue is...
Small business has an incentive to adopt Web 2.0  <ul><li>Circa 40% of SMEs don’t have web sites today  (BT Business resea...
Driving traffic to your website <ul><li>Paid search v Organic Search </li></ul><ul><li>Online channels like eBay, BT Trade...
Social networks and Communities <ul><li>Good practice rules : </li></ul><ul><li>Fish where the fish are </li></ul><ul><li>...
What has BT done about it? An introduction to BTTradespace
<ul><li>A place to find and get to know businesses </li></ul><ul><ul><li>Rich business profiles built on Web 2.0 tools </l...
BT Tradespace: A Tool for Conversational Marketing Showcase and sell Recommend Be reviewed Demonstrate expertise Make cont...
BT Tradespace … The Place for Social Commerce <ul><li>A place to find and get to know businesses </li></ul><ul><ul><li>Ric...
Small business gets it #1: Arena Flowers “ Although traditional means of generating traffic to the site are still effectiv...
Small business gets it #2: Chocolate Truffle Company Using blogs for customer research  Building a dialogue with customers...
Small business gets it #3: Steve the Brickie Could Steve the brickie  do a Blendtec? Demonstrating expertise Creating a ne...
Go for it! <ul><li>Take the  time  to explore web 2.0 opportunities (its often free) </li></ul><ul><li>Tell  your  story a...
How?   <ul><li>In 20 minutes – no expertise needed </li></ul><ul><li>Go to  www.bttradespace.com   </li></ul><ul><li>Regis...
 
… then follow steps in your ‘Tradespace Manager’ and you are off….
What’s the media saying? “ BT Tradespace drags businesses kicking  and screaming onto Web 2.0.”  THE REGISTER “ The thing ...
What are customers saying? “ In the first three months of using BT Tradespace,  Daisy Diva went from being a relatively un...
Thanks! <ul><li>To continue the conversation … </li></ul><ul><li>[email_address]   </li></ul><ul><li>Search “Mark Riley BT...
Further reading… <ul><li>Wikinomics – Don Tapscott and Anthony D Williams (Atlantic Books) </li></ul><ul><li>We-Think  -  ...
Web 2.0  The Machine is Using us  <ul><li>Youtube Video  </li></ul>
Shift happens <ul><li>Video   </li></ul>
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What Is Web 2.0 V3

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BTTradespace Web 2.0 presentation South London Business 18 June 09

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  • What&apos;s Web 2.0 got to do with me? Thanks Me Scare you - then incentivise How the internet is empowering small businesses and how you can get involved. The internet is evolving and the pace of change is accelerating.  The rules of engagement are being rewritten and the customer now controls the agenda. At the same time new tools are available to help you engage with your customers; both new and existing. Do you know what these are and how to deploy them economically and with tangible results? BTtradespace is a new, free platform where you are given all the interactivity you need to engage in ‘social commerce’.  It is good for your business, good for sales, good for your website’s Google ranking, all measurable, transparent and lets the world know that you ‘get it’.
  • Invention of web – web designers Html - xml Software and behavioural changes Wikipaedia youtube facebook myspace
  • Collaboration - eg HSBC
  • My views not BT’s
  • Encyclopaedia Britannica – wikipedia
  • Cacophony of conversations on your computer
  • Second gold rush? No but….
  • A blog (an abridgment of the term web log ) is a website, usually maintained by an individual, with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse chronological order. &amp;quot;Blog&amp;quot; can also be used as a verb, meaning to maintain or add content to a blog. Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web. A podcast is a series of digital-media files which are distributed over the Internet using syndication feeds for playback on portable media players and computers. The term podcast , like broadcast , can refer either to the series of content itself or to the method by which it is syndicated; the latter is also called podcasting . The host or author of a podcast is often called a podcaster . A mashup is a web application that combines data from more than one source into a single integrated tool; a typical example is the use of cartographic data from Google Maps to add location information to real-estate data from Craigslist, thereby creating a new and distinct web service that was not originally envisaged by either source. An application programming interface (API) is a source code interface that an operating system or library provides to support requests for services to be made of it by computer programs. User generated content ( UGC ), also known as Consumer Generated Media ( CGM ) or User created Content ( UCC ) refers to various kinds of media content, publicly available, that are produced by end-users. Crowdsourcing is a neologism for the act of taking a job traditionally performed by an employee or contractor, and outsourcing it to an undefined, generally large group of people, in the form of an open call. For example, the public may be invited to develop a new technology, carry out a design task, refine an algorithm or help capture, systematize or analyze large amounts of data. The semantic web is an evolving extension of the World Wide Web in which web content can be expressed not only in natural language, but also in a format that can be read and used by software agents, thus permitting them to find, share and integrate information more easily. Generation C (also known as Gen C ) is the label given to a new generation by trend spotters, media commentators, technology industry observers/CEOs and semioticians. Like Generations X and Y, Generation C does not have definite start and end dates. Commentators generally describe Generation C as ‘young’ however the age ranges are severely inconsistent, ranging from those born in the early 1980&apos;s all the way to those born at the beginning of the new millennium. Unlike previous generations, Generation C appears to be defined more by behavior and psychographics as opposed to common demographics. For example, major components of the movement would include its members&apos; hometown or worldwide acts of selflessness or altruism, as well as offering new additions to a society&apos;s creative output; wherein another major requisite would be those who &amp;quot;produce and share content&amp;quot;[
  • Behavioral targeting is a technique used by online publishers and advertisers to increase the effectiveness of their campaigns. Behavioral targeting uses information collected on an individual&apos;s web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. Practitioners believe this helps them deliver their online advertisements to the users who are most likely to be influenced by them. Behavioral marketing can be used on its own or in conjunction with other forms of targeting based on factors like geography, demographics or the surrounding content.
  • Put your business at the heart of the conversation with your customers if you want to be relevant to them
  • Pay per click” (PPC) is a form of advertising on search engines, in which advertisers bid on specific keywords which they predict their target market will use Optimising your website yourself for search is only going to get harder as search engines like Google begin to use more complex and sophisticated tools. Basics are Have an about us section or description of your business – make it relevant to what you do. You can use Google to see what people are searching for in your industry. Sum up your business in a line under your name Have keywords but don’t over do it. Spiders look for address, h1 headings, body copy Useful, rich content will take you further up the rankings the richer the mix of content the better - the higher the vote from search engines. Tradespacers using the &apos;Businesses we like&apos; feature to link between themselves are ranking higher
  • By giving you a podium to talk about what you do, you’re subtly selling your products and services. Every person listening is a potential customer. Social media offers insights and understanding never before achievable. Conversations, previously out of site of marketers, are now freely available online. Grow/complement your business. Communities are a sure-fire way to meet like-minded people. If you make every conversation you have meaningful, you find people who are either interested in your business, who can complement your business, who can share expertise and help your business grow. the best part? It’s all free of charge!
  • facebook
  • blogs
  • video
  • What Is Web 2.0 V3

    1. 1. What has web 2.0 got to do with me? Mark Riley Strategic Partnership Manager BT Tradespace
    2. 2. Quick question… <ul><li>Complete beginner </li></ul><ul><li>See how the web can help my business </li></ul><ul><li>I have or am planning a pure play internet business </li></ul><ul><li>Here for the lunch </li></ul>
    3. 3. Times like these
    4. 4. Agenda <ul><li>What is web 2.0 anyway? </li></ul><ul><li>What does that mean for small businesses? </li></ul><ul><li>What BT has done about it? </li></ul><ul><ul><ul><li>An intro to BT Tradespace </li></ul></ul></ul>
    5. 5. What is Web 2.0? <ul><li>From Wikipedia, the free encyclopedia </li></ul><ul><ul><li>Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis and folksonomies — which aim to facilitate collaboration and sharing between users. </li></ul></ul>
    6. 6. Essentially… Conversation Community Collaboration
    7. 8. POWER - What's next ? <ul><li>Feudalism – land ownership </li></ul><ul><ul><li>Industrialisation </li></ul></ul><ul><ul><ul><li>Printing Press, Steam engine, trade, states </li></ul></ul></ul><ul><ul><ul><ul><li>Emancipation and Enlightenment… </li></ul></ul></ul></ul><ul><li>Capitalism – means of production </li></ul><ul><ul><ul><li>Marxism? (cancelled) </li></ul></ul></ul><ul><ul><li>Distribution Networks - supermarkets </li></ul></ul>
    8. 9. <ul><ul><li>Knowledge Networks – Internet </li></ul></ul><ul><ul><ul><li>Democratisation of Information </li></ul></ul></ul><ul><ul><ul><li>Empowerment through collaboration </li></ul></ul></ul><ul><ul><ul><ul><li>Emancipation and Enlightenment… </li></ul></ul></ul></ul><ul><li>= Digital Marxism – the knowledge revolution </li></ul>
    9. 10. The cacophony of computerised conversations
    10. 13. Web 2.0 terminology (or how to bluff your way at web 2.0) <ul><li>Blog </li></ul><ul><ul><li>Micro-blogging </li></ul></ul><ul><li>Podcast </li></ul><ul><li>Mashup </li></ul><ul><li>API </li></ul><ul><li>UGC </li></ul><ul><li>Crowdsourcing (Collective Intelligence) </li></ul><ul><li>Cloud Computing </li></ul><ul><li>Semantic web </li></ul><ul><li>Generation C </li></ul>
    11. 14. Web 2.0 Terminology cont… <ul><li>Behavioural Targeting </li></ul><ul><li>RSS </li></ul><ul><li>Wiki </li></ul><ul><li>P2P </li></ul>
    12. 15. What does this mean for small businesses?
    13. 16. Web 2.0: Small business gets it. Do you? Its good news by the way. <ul><li>Claim 1: Marketing innovation using social media is going to be driven by small business </li></ul><ul><li>Claim 2: Large enterprises are going to struggle with Web 2.0 as a conversational marketing tool … </li></ul><ul><li>Claim 3: ….unless they make big changes to the way marketing works and behave more like small businesses </li></ul>
    14. 17. Audience fragmentation hurts large enterprise <ul><li>On average, [European] online consumers spend 14.3 hours online a week compared with 11.3 hours watching TV and 4.4 hours reading newspapers and magazines (Forrester Research inc) </li></ul><ul><li>36% say that they watch less TV because they've been online (Forrester Research inc) </li></ul><ul><ul><li>Digital TV, IPTV, Web TV </li></ul></ul><ul><li>Top three influencers in purchasing decisions – “I trust” (Forrester Research inc) </li></ul><ul><ul><li>Recommendations from friends/family </li></ul></ul><ul><ul><li>Consumer opinions posted online </li></ul></ul><ul><ul><li>Requested email updates </li></ul></ul><ul><li>Top three reasons for trusting a company (BT Business Research June 07) </li></ul><ul><ul><li>Recommendations from a friend (75%) </li></ul></ul><ul><ul><li>Regular contact (63%) </li></ul></ul><ul><ul><li>Access to information about the company and its views (56%) </li></ul></ul>
    15. 18. Online - What the Customer wants A Voice! To be understood To be inspired To be delighted Respect
    16. 19. Will it blend? Over 100m hits!
    17. 20. Now look at how small business wins its customers … <ul><ul><li>52% of small businesses say up to half of their revenue is from referrals (BT Business research June 07) </li></ul></ul><ul><ul><li>31% say 75% of their work was from referrals (BT Business research June 07) </li></ul></ul><ul><ul><li>Proximity to the customer and connection to WoM networks is natural for SMEs </li></ul></ul><ul><ul><ul><li>i.e. conversations that happen down the pub are now also happening on-line </li></ul></ul></ul>
    18. 21. Small business has an incentive to adopt Web 2.0 <ul><li>Circa 40% of SMEs don’t have web sites today (BT Business research June 2007) </li></ul><ul><li>Only 2% use online marketing (BT Business research June 2007) </li></ul><ul><li>Only 8% claim to have a ‘fully comprehensive’ online marketing strategy (BT Business research June 2007) </li></ul><ul><li>SMEs are struggling with Web 1.0, whilst the Web is growing in importance as a purchasing channel for consumers </li></ul><ul><li>But Web 2.0 tools are suited to SMEs (and those same characteristics make them hard for large enterprise to use well) </li></ul>
    19. 22. Driving traffic to your website <ul><li>Paid search v Organic Search </li></ul><ul><li>Online channels like eBay, BT Tradespace, etc </li></ul><ul><li>Offline channels (collateral) </li></ul><ul><li>Website optimisation </li></ul><ul><li>Next steps: </li></ul><ul><li>Choose your words and URL well </li></ul><ul><li>Have good content because it contributes 30 percent to your weighting </li></ul><ul><li>Blogging helps your ranking </li></ul><ul><li>More spam = lower value </li></ul><ul><li>Google's results are becoming a blend of news, video, photos. </li></ul><ul><li>Linking or being linked. </li></ul><ul><li>Let the engines know you exist </li></ul>
    20. 23. Social networks and Communities <ul><li>Good practice rules : </li></ul><ul><li>Fish where the fish are </li></ul><ul><li>Be yourself – transparent, authentic </li></ul><ul><li>Be timely - contribute to the community – make it interesting </li></ul><ul><li>Respond, link back to your blog, website </li></ul><ul><li>Don’t sell; engage! </li></ul>
    21. 24. What has BT done about it? An introduction to BTTradespace
    22. 25. <ul><li>A place to find and get to know businesses </li></ul><ul><ul><li>Rich business profiles built on Web 2.0 tools </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><li>A place to network and talk to businesses and other customers </li></ul><ul><ul><li>Community discussions </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Create and join events </li></ul></ul><ul><li>A place to buy and sell goods and services </li></ul><ul><ul><li>Marketplace and ecommerce </li></ul></ul><ul><li>Business Directory + Community + Marketplace </li></ul><ul><li>200K businesses registered since May 07 </li></ul>BT Tradespace …the Place for Social Commerce
    23. 26. BT Tradespace: A Tool for Conversational Marketing Showcase and sell Recommend Be reviewed Demonstrate expertise Make contact easy
    24. 27. BT Tradespace … The Place for Social Commerce <ul><li>A place to find and get to know businesses </li></ul><ul><ul><li>Rich business profiles built on Web 2.0 tools </li></ul></ul><ul><ul><li>Ratings </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>Sell online </li></ul></ul><ul><li>A place to network and talk to businesses and customers </li></ul><ul><ul><li>Community discussions </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Create and join events </li></ul></ul>Launched April 2007, over 350K registered businesses
    25. 28. Small business gets it #1: Arena Flowers “ Although traditional means of generating traffic to the site are still effective, the Web 2.0 seems to have taken into a new level. User generated content plays a vital role in branding and marketing. For example, the facebook application has been a great branding exercise for us with a good percent of traffic from it.“ Response to comment on Arena Flowers’ BT Tradespace Blog Customer service agents blogging (and really well) Building brand and winning new leads through Facebook
    26. 29. Small business gets it #2: Chocolate Truffle Company Using blogs for customer research Building a dialogue with customers (and great chocs too)
    27. 30. Small business gets it #3: Steve the Brickie Could Steve the brickie do a Blendtec? Demonstrating expertise Creating a new revenue stream (if I ever need a brickie, he’s convinced me)
    28. 31. Go for it! <ul><li>Take the time to explore web 2.0 opportunities (its often free) </li></ul><ul><li>Tell your story and be part of the conversation </li></ul><ul><li>Take the leap – its cost effective sales and marketing </li></ul><ul><li>Innovate to accumulate – don’t fear change </li></ul><ul><li>There's an old Wayne Gretzky quote that I love. 'I skate to where the puck is going to be, not where it has been.' And we've always tried to do that at Apple. Since the very very beginning. And we always will.&quot; Steve Jobs 2007 </li></ul>
    29. 32. How? <ul><li>In 20 minutes – no expertise needed </li></ul><ul><li>Go to www.bttradespace.com </li></ul><ul><li>Register and get chatting! </li></ul>
    30. 34. … then follow steps in your ‘Tradespace Manager’ and you are off….
    31. 35. What’s the media saying? “ BT Tradespace drags businesses kicking and screaming onto Web 2.0.” THE REGISTER “ The thing I find most interesting about something like Tradespace is the way it’s partly bringing back some of that personal interaction between customer and business that you had in the days when you could chat to your local butcher / baker / candlestick maker while buying stuff.” TECHSCAPE TV (blog) The significance of this [BT’s on-demand and social media partnership with Microsoft] cannot be over-emphasised.” SCOTLAND ON SUNDAY LEADERSHIP DELIVERY VISION
    32. 36. What are customers saying? “ In the first three months of using BT Tradespace, Daisy Diva went from being a relatively unknown business with no website to getting nearly 2,000 hits. And as well as upping sales, we got an entirely new business contract with a company called Naturalicious, an online organic cosmetics company that was impressed with our home-made products.” DAISY DIVA, NATURAL SKINCARE “ After just one month using the BT Tradespace service, the HedgePig Tradespace page had received over 1600 hits. This corresponded with the main website seeing a substantial rise in visitors and sales, resulting in a monthly turnover increase of around 20%.” HEDGEPIG, NOVELTY GIFTS “ Tradespace helps us to improve our business model…Being part of the BT Tradespace community really does allow us to add that personal touch, particularly with the blogs and podcasts options.” ARENA FLOWERS, ETHICAL FLOWER SALES SALES SERVICE TRAFFIC
    33. 37. Thanks! <ul><li>To continue the conversation … </li></ul><ul><li>[email_address] </li></ul><ul><li>Search “Mark Riley BT” on Linked in </li></ul><ul><li>Or to find out how small businesses are using social media to promote themselves visit: </li></ul><ul><li>www.bttradespace.com – the place for social commerce </li></ul>
    34. 38. Further reading… <ul><li>Wikinomics – Don Tapscott and Anthony D Williams (Atlantic Books) </li></ul><ul><li>We-Think - Charles Leadbeater (Profile Books) </li></ul><ul><li>The Long tail - Chris Anderson (Random House) </li></ul><ul><li>Groundswell – Josh Bernoff and Charlenne Li (Harvard Business Press) </li></ul><ul><li>The Fumoir (blog) http://www.fumoir.com/ </li></ul><ul><li>Techcrunch UK and Ireland http://uk.techcrunch.com/ </li></ul><ul><li>New Media Age Magazine http://www.nma.co.uk </li></ul><ul><li>Revolution Magazine http://www.brandrepublic.com/revolution/ </li></ul><ul><li>Jeremy Owyang (blog) http://www.web-strategist.com/blog/ </li></ul><ul><li>paidContent:UK http://www.paidcontent.org/ </li></ul><ul><li>ChannelAdvisor http://www.channeladvisor.com/ </li></ul><ul><li>RedHerring http://www.redherring.com/ </li></ul>
    35. 39. Web 2.0 The Machine is Using us <ul><li>Youtube Video </li></ul>
    36. 40. Shift happens <ul><li>Video </li></ul>

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