why web 2.0 should matter to today's architects (and others)

pwcom.co.uk

Why Web 2.0 should matter to today’s architects (and

others)

Paul Wilkinson(pwcom.co.uk)

pwcom.co.uk

pwcom.co.uk

• 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• 640,078 “architects”• 1,654 companies• lots of AEC groups

– 99 “AEC”– 1,966 “architecture”– 3,447 “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: 819 members 2,569 members

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www.tcn.uk.com – c. 1,000 members

www.reorb.com – c. 2,440 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?


• 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)


• 25 million UK activeFacebook accounts

• 50% of activeusers loginto FBevery day


• In February 2009, one in 35 UKinternet visits was to a specialist video website, up from one in 50 in February 2008.

• YouTube had 62.9%of those visits.


• the UK is the 2nd biggest Twitter nation (after the USA)

• 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

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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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companies communities

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one-way two-way

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lecture conversation

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advertising word-of-mouth

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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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often mainly promotion


4 (or 5) P’s

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what the

marketing dept did

any/all parts ofthe organisation

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short-term long-term

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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

why web 2.0 should matter to today's architects (and others)

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