Getting Social. Why Web 2.0 matters for B2B

pwcom.co.uk

IOD Kent Sales & Marketing Forum - 4 April 2011

© pwcom.co.uk Ltd, 2011

Getting Social

Paul Wilkinson(pwcom.co.uk)

pwcom.co.uk


WEB 2.0 AEC 2.0 Q & ATODAY WHO, ME? CONTEXTTOUR GETTING SOCIAL?

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• Who am I?• Pre-web and Web 1.0• Web 2.0

– What is Web 2.0 – a lightning tour– What’s changing? Why does Web 2.0 matter?– Web 2.0 – putting it all together

• Getting social?


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Who am I?• worked in construction industry since 1987

– in-house: Halcrow, Tarmac, BIW– consultancy: 4Projects, BIW, Constructing

Excellence, Unit4, Sypro• ie: 24 years in B2B marketing • author of book on construction

collaboration technologies• Wikipedia (2003), blog (2005),

Twitter (2008)


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• Face-to-face• Written word• Hand drawings• Telephone• Telegram• Telex• Fax• CAD• Email• Groupware (eg: Lotus Notes)• File transfer protocol (FTP)• Websites• Intranets, enterprise portals• Video- and tele-conferencing

• Extranets• Web-conferencing applications• File-sharing (P2P)• Instant messaging• Discussion forums• Wikis• Blogs• RSS• BIM• Social networking• Social search, tagging, sharing• Mashups: Mapping, time-lines,

etc• Virtual worlds

Web 2.0

SaaS

Cloud computin

g


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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

num

ber

of to

ols


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Web 1.0 - Mid 1990s …• first generation websites• static pages• HTML ‘brochure-ware’• later PDFs• limited interaction• email integration• no Google


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Web 2.0 - Definitions:

• the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.

• “People having conversations online”

• “globally distributed, near instant, person to person conversations”

(Sources:Wikipedia; Kaizo; Euan Semple)


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(Source: Role of Social Media in Commercial PropertyRICS 2009 – Remit Consulting)


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• Discussion forums


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• Wikis– open – Wikipedia– organisation –

RIBApedia– Internal

• Fielden Clegg Bradley


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• Podcasts

• Blogs• Individual• Corporate• Media


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• Blogs• “… conversations online”


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• Twitter• Personal• Corporate• Media• Lists, eg:

• trade bodies• media• Architects

• Twibes• Leagues


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• RSS– RSS publishing, from:

• Bloggers• Media• Corporate• Search

– Feed-readers• local or web-based: Google Reader, etc


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• Social networking– from personal

(eg: Facebook) …

– to professional(less Facebook, more LinkedIn) …

– to group focused (some in Facebook, LinkedIn,or built on Ning, Elgg, socialGo)


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1581 members 5110 members


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www.tcn.uk.com

www.reorb.com

2854 members

3982 sign-ups


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• Tagging/sharing, eg


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• Sharing:– Presentations– Travel– Reviews– Photos– Video– Q&As– etc


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• Location

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• Location:– Real world (wiki)– Augmented reality– Virtual world


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• Changing PR– Digital news release issued as a webpage, linked

via RSS or a URL• URL disseminated by email, Twitter, SMS, IM

• easily monitored – eg: unique visitors, time on page, downloads

• bespoke pages for different journalists –with different URLs for distribution

– Easily bookmarked– Associated multimedia

• We are all publishers now!


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• Changing events

Hybrid = online + face-2-face

• Real-time sharing/feedback

• Multiple locations

• We are all broadcasters now!


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• Changing events

– Virtual events

• virtual stands

• no travel

• interact online


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… so what’s changed?

Changing

habits!


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Why does Web 2.0 matter?

• 70% UK homesnow havebroadband internet access

• Will top 80% withinthree years


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• biggest driver of UK mobile internet adoption is social media

• 70% of daily mobile internet users use social media

• 31% of UK peopleaccess internet viamobile phone(ie: more than via laptop - 26%)


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• 30m+ UK people profiled on Facebook

• ie: 2m in c. 5mths

• Over 2 out of 3UK internet usershave activeFacebookaccounts


UK users Oct 2010 – Mar 2011

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Why does Web 2.0 matter?• In December 2010, LinkedIn

passed five million UK members• One million members

added in six months• Over one third of UK professionals profiled on

LinkedIn• 25% of FTSE100 companies hire via LinkedIn• 100 million LinkedIn users worldwide• 5% of LinkedIn users account for 49% of UK

LinkedIn activity


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• UK = third most active Twitter population

• c. 4m UK users by January 2010

• 7% of Tweeters account for 79% of UK Twitter traffic


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• In February 2010, 5.5 billion online videos watched in UK

• 2.5bn of those visits made to YouTube (up 17% on 2009)

• Facebook now 4th mostimportant for video (up 205%)


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New construction marketing….

A Web 2.0 revolution!


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Architect HOK• Life at HOK Blog


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Architect HOK• Blog• HOK careers


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Architect HOK• Blog• Facebook• LinkedIn


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Architect HOK• Blog• Facebook• LinkedIn• Flickr


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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube


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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare


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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare• Twitter• etc


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Ten lessons learned


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1.start small


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2. invest wisely

The tools may be free,but finding the right people to use

them properly takes time, and time = money.


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3. involve


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4. manage expectations


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5. identify issue(s), then respond


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6. identify the opportunities/risks


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7. spread the risk


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8. manage, monitor and moderate


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9. total bans don’t work


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10. you can’t ignore social media

It’s about Return on Influence

there is no Return on Ignoring


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What next?

• A Kent IOD social media surgery

• Internal social media workshops

• Twitter master-class

• Blogging master-class


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IOD Kent Sales & Marketing Forum - 4 April 2011


Q&AThank you

Contact: Paul WilkinsonWebsite: www.pwcom.co.uk

PR blog: www.pwcom.wordpress.comEmail: [email protected]

Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul

http://www.google.com/profiles/paul.wilkinson19

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Getting Social. Why Web 2.0 matters for B2B