why web 2.0 should matter to today's architects (and others)
DESCRIPTION
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.)TRANSCRIPT
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Why Web 2.0 should matter to today’s architects (and
others)
Paul Wilkinson(pwcom.co.uk)
pwcom.co.uk
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• Pre-web and Web 1.0• What is Web 2.0 – a lightning tour• What’s changing? Why does Web 2.0 matter?• Web 2.0 – putting it all together
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‘Before web’Print and face-to-face:• print advertising• brochures, magazines• PR, media relations• direct marketing• market research• eventsStill important, but …
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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”
aka ‘Enterprise 2.0’, ‘Social business’
(Sources: Wikipedia; Kaizo)
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(Source: Role of Social Media in Commercial Property
RICS 2009 – Remit Consulting)
What is Web 2.0?
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• Discussion forums
What is Web 2.0?
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• Wikis– open – Wikipedia– organisation – RIBApedia– Internal
• Fielden Clegg Bradley
– Publications• BSD project wiki
What is Web 2.0?
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• Podcasts
• Blogs• Individual• SME company• Media tool
What is Web 2.0?
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• Blogs• “… conversations online”
What is Web 2.0?
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• Twitter• individuals• companies• media
What is Web 2.0?
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• RSS– RSS publishing, from:
• Bloggers• Media• Corporate• Search
– Feed-readers• local or web-based: Google Reader, etc
What is Web 2.0?
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• Social networking– from personal
(eg: Facebook) …
– to professional(less Facebook, more LinkedIn) …
– to AEC focused (some in Facebook, LinkedIn,or built on Ning, Elgg, socialGo)
What is Web 2.0?
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Facebook• lots of people,
pages, groups• Difficult to find
effective AEC B2B use of Facebook
• “Under Construction”– Page status– Rock band name
What is Web 2.0?
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LinkedIn• 655,436 “architects”• 1,749 companies• lots of AEC groups
– 105 “AEC”– 2,050 “architecture”– 3,646 “construction”
• easy to join groups• some still very
recruitment-focused
What is Web 2.0?
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What is Web 2.0?
Today: 905 members 2,877 members
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www.tcn.uk.com – c. 1,200 members
www.reorb.com – c. 3,000 members
What is Web 2.0?
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• Sharing:– Presentations– Travel tips – Reviews– Photos– Video– Links, etc
What is Web 2.0?
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• Location:– Real world– Augmented reality– Virtual world
What is Web 2.0?
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• Collaboration spaces– generic: Huddle, Basecamp, etc
– AEC focused:• eg: Asite, BIW, 4Projects, etc• some with “added Web 2.0”
What is Web 2.0?
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New AEC services, new opportunitiesExamples:
What is Web 2.0?
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New AEC services, new opportunitiesMore examples:
What is Web 2.0?
pwcom.co.ukWhy does Web 2.0 matter?
• 70% UK homesnow haveinternet access
• 63% havebroadband
• Broadband forall by 2012?
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• biggest driver of UK mobile internet adoption is social media
• 70% of daily mobile internet users use social media
• Over 16m UK peopleaccessed internet viamobile phone inDecember 2009.(excluding T-Mobile and 3)
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• Over 25 million UK activeFacebook accounts
• 50% of activeusers loginto FBevery day
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• In February 2010, 5.5 billion online videos were viewed in the UK, up 37% from 4 billion in February 2009.
• 2.5 billion viewsvia YouTube
• BBC 2nd mostviewed (140m).
pwcom.co.ukWhy does Web 2.0 matter?
• the UK has 3rd biggest Twitter community (after USA and Brazil), 2nd most active
• in August 2009, there were over 2.4million UK Twitter users
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Why does Web 2.0 matter?
• On 25 November 2009, LinkedIn gained its 3 millionth UK member
• This was just twoyears after it reachedone million
• On 9 June 2010passed 4 million
• One third of UKprofessionals on LinkedIn
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Web 1.0 was about … Web 2.0 is about …
reading Writing
(blogging, tweeting, etc)
(Photos: Meir Sadan on Flickr; kpwerker on Flickr
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Web 1.0 was about … Web 2.0 is about …
companies communities
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Web 1.0 was about … Web 2.0 is about …
one-way two-way
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Web 1.0 was about … Web 2.0 is about …
lecture conversation
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Web 1.0 was about … Web 2.0 is about …
advertising word-of-mouth
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Web 1.0 was about … Web 2.0 is about …
owning sharing
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… so what’s changed?
RethinkMarketing!
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Traditional B2B marketing was
Marketing 2.0 is becoming …
tactical more strategic
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Traditional B2B marketing was
often mainly promotion
Marketing 2.0 is becoming …
4 (or 5) P’s
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Traditional B2B marketing was
Marketing 2.0 is becoming …
what the
marketing dept did
any/all parts ofthe organisation
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Traditional B2B marketing was
Marketing 2.0 is becoming …
short-term long-term
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Traditional B2B marketing was
Marketing 2.0 is becoming …
one place, static mobile
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Architect HOK• HOK website
Integrated Web 2.0
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Architect HOK• Life at HOK Blog
Integrated Web 2.0
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Architect HOK• Blog• HOK careers
Integrated Web 2.0
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Architect HOK• Blog• Facebook• LinkedIn
Integrated Web 2.0
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Architect HOK• Blog• Facebook• LinkedIn• Flickr
Integrated Web 2.0
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube
Integrated Web 2.0
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare
Integrated Web 2.0
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Architect HOK• Blog• Facebook• LinkedIn• Flickr• YouTube• Slideshare• Twitter• etc
Integrated Web 2.0
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Audit - Crittall Windows• 21 blog articles (16 misspelt)• 15 YouTube videos• 191 photos on Flickr• 7 Wikipedia mentions• ex-employee Facebook groups• 2 discussion board posts• 1 (misspelt) Twitter mention
Integrated Web 2.0
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Crittall • started blogger engagement …• … then started blog• RSS feed on website• @JohnKatCrittall on Twitter• LinkedIn company profile• Wikipedia edits• Crittall Facebook page
• media coverage (eg:Construction Manager, July 2009)
• Sales leads (one led to £50k order)
Integrated Web 2.0
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“The only thing worse than being talked about is not
being talked about.”
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Thank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
Blog: www.pwcom.wordpress.comEmail: [email protected]
Tel: +44 (0)20 8858 1104mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19