The introduction slides to the CPD Programme entitled 'Web 2.0. The Times They Are a Changing' by Jim Hamill from Strathclyde University. They present a brief overview and introduction to Web 2.0 and Social Media. More information about this program on the page: http://www.strath.ac.uk/business/cee/cpd/web2

1. Web 2.0
‘The times they are a changing’
Dr. Jim Hamill and Alan Stevenson
Department of Marketing
University of Strathclyde
jim.hamill@ukonline.co.uk
May, 2009

2. Topic 1
Web 2.0
An Overview

3. What Is It?
 A new buzz word coined by management consultants to
encourage us to part with our hard earned cash
or
 A fundamental change in the way people use the Internet,
their online expectations and experiences

4. What Is It?
 It’s a fundamental, revolutionary change……
 Major impact on consumer/B2B decision-making and
behaviour across a broad spectrum of industries
 Major opportunities, but also threats, for your organisation
 Marketing as a ‘conversation with your customers, a
conversation with your network’

5. What Is It?
 All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be
those organisations who fully utilise the interactive power of
Web 2.0 technology for engaging with and energising
customer and network relationships
 Requires a new ‘mindset’ and new approaches to marketing
communications strategy and implementation
 Requires new performance measures
– Quality of your network
– Relationship strength
– Ability to leverage

6. Web 2.0
 A fundamental change in the way people use the Internet
…….
 Rather than being passive recipients of ‘brand messages’,
Web 2.0 is characterised by
– Information ‘pull’ rather than ‘push’
– User generated content
– Openness, sharing, collaboration, interaction, communities, and
social networking
 ‘Power to the people’ – Web 2.0 empowers people – empowers
customers

7. Web 2.0
The end of the..........
 The read only Internet
 The ‘tell them how good’ we are Internet
 Traditional ‘push’ marketing strategies (declining effectiveness –
nobody listens any more)
 The ‘Brand’ as we know it – People are becoming ‘cynical’ to
brands and resistant to brand messages- -the ‘brand’ becomes the
customer experience
 The end of the ‘About Us’ web site…..and the beginning of the
‘About You’ web site

8. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (
www.slideshare.com)

11. In a Web 2.0 Era, the Brand Becomes the
Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel

17. From the web site
• This 5-star hotel and residence offers European hospitality
with an unmistakable French touch. The hotel consists of 318
beautifully appointed guest rooms/suites, while the residence
offers 112 fully furnished and equipped deluxe Studios and
1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant
rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if
we are there… Give in to that irresistible wanderlust.
Discovering and staying in the most exceptional hotels in the
world has become the modern-day Graal, a game, a quest…

18. The Customer Experience
of the Brand
Tripadvisor

19. From Tripadvisor
• It's getting old, the rooms are unappealing and it will never be
more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy'
unfortunately we were let down. The rooms, although
comfortable and clean, were not of the standard we expected
and were definately not what we expected after looking at the
photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant
experience at several other Sofitel locations over the past 2
years with my new job I was looking forward to a 5 star luxury
stay after a stressful business trip. My expectations were
reasonable, however certainly not met by this hotel.

21. Web 2.0

22. Applications
Blogs
Social Network Sites
Virtual Realities
RSS Feeds Social Content
Wikis
Mash Ups
Podcasts
Social Bookmarks
Mobile Web; Internet Telephony
Social Applications
Twitter

23. Internal and External Use
These applications can be used on your
own web site and/or by participating in
‘external 2.0’ sites

24. Characteristics
Openness
Communities and Networks
Hosted Services
Global Interactivity
Peering
Mass Collaboration
Sharing
Social Element
The Internet as the platform
Empowerment

25. Impact
Customer Experience
Business Intelligence
Processes and HRM
Mindset Customer Interaction
Customer Insight
Rich Internet Applications
Product Development
Sales & Marketing
IT Infrastructure
Reputation Management

26. Business/Marketing 2.0
Impact – Wikibusiness Web 2.0 Applications
Mindset Open source
Business Intelligence Online Applications/ Web Services
Customer Insight and Understanding Social Network Sites
Customer Interaction Social Content – Social Bookmarking
Enhanced Customer Experience – Rich Blogs or Weblogs
Internet Applications Wikis
Reputation Management Podcasts/ Vodcasts
Sales and Marketing Virtual Realities
Product Development and R&D e.g. Mash Ups
engage and co-create RSS Feeds
IT/Software/Applications Mobile Web; Internet Telephony
Operations, Internal Processes and HRM
Characteristics Twitter
Communities and Networks
Openness
Sharing
Peering
Hosted Services – online
applications; the Internet as
the platform
Interactivity
Social Element
Mass Collaboration
Empowerment
Global

27. Business Impact
 The need for new business/marketing models
– Traditional approach:
• Product development – Differentiate – Market and
Promote - Sell
– New model based on:
• Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’
globally

28. A few references.........

29. Wikinomics
Tapscott and Williams (2006)
 Web 2.0 represents a major paradigm shift and requires
new corporate mindsets and new approaches to business
strategy development, implementation and online
branding.
 O’Reilly (2006)........Web 2.0 as ‘a set of economic, social,
and technology trends that collectively form the basis for
the next generation of the Internet—a more mature,
distinctive medium characterised by user participation,
openness, and network effect.’

30. The Groundswell
Li and Bernoff (2008)
 A spontaneous movement of people using online tools to
connect, take charge of their own experiences and get what
they need from each other (information, support, ideas,
products, bargaining power etc)
 The ‘groundswell’ is unstoppable – it’s a social revolution
 It’s a permanent, revolutionary shift in the way the world
works
 You can try to fight it or join it – energise the groundswell

31. Marketing to the Social Web
Larry Weber (2009)
 Marketers must look for new ways to communicate with
customers. New mindsets and a radical rethinking of past
practice is required
 Rather than broadcasting sales messages to an audience
who no longer listen, innovative marketers should become
‘aggregators of customer communities’. They should
participate in, organise and encourage social networks that
people what to belong to
 Rather than talking at customers they should talk with
them

32. Grown Digital – Don Tapscott (2009)
 $4m research project covering 10,000 people in the age
group 11 to 30
 The Net Generation – the first generation to have grown
digital
 Revolutionary impact on all aspects of life including the
world of work, education, family relationships, political
engagement and the global environment
 YouTube Videos

33. Bob Dylan
Come gather 'round people
Wherever you roam
And don’t criticise
What you can't understand
Your sons and your daughters
Are beyond your command
Your old road is
Rapidly agin‘
Then you better start swimmin’
Or you'll sink like a stone
For the times they are a-changin’

34. Strategic Audit
The Ten
Key Questions

35. Ten Key Questions
1. What impact is Web 2.0 having on my industry?
3. What are the opportunities and threats for my
organisation? How well are we currently positioned to
capitalise on these opportunities, minimise the threats?
What progress have we made? What is the ‘strategic gap’
between where we are and where we should be? What
internal organisational barriers and obstacles need to be
overcome for us to make progress in this area?
5. What impact is Web 2.0 having on consumer behaviour
and decision-making in our industry?

36. Ten Key Questions
1. Do we need a new business ‘mindset’ and organisational
structure to succeed in a Web 2.0 environment?
3. How can we best utilise Web 2.0 for effective reputation
management?
5. How can we best use Web 2.0 for market/customer
research; for building deep customer insight, knowledge
and understanding?
7. How can we best use Web 2.0 applications for building on-
going customer dialogue and interaction; for enhancing
the online customer experience; for engaging with and
energising our network?

37. Ten Key Questions
1. What are the key Web 2.0 actions and initiatives we need
to introduce?
3. What new business performance metrics do we need to
use in a Web 2.0 era?
5. How can we best use Web 2.0 for improving internal
operational efficiency and business processes?

38. Questions