The document discusses the evolution of the web from pre-web/Web 1.0 to Web 2.0 and why Web 2.0 is important. It defines Web 2.0 as using web technologies and design to enhance creativity, information sharing and collaboration among users. It provides examples of Web 2.0 technologies and applications like blogs, wikis, social media, and how they are changing marketing and business operations.
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 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