Online: the rise and rise
Paul Wilkinson
‘Before web’
Print and paper, face-to-face Print advertising Media relations and other PR Direct marketing Events – exhibitions, conferences, etc
Still important, but from 1993 …
Web 1.0
Mid 1990s … first generation websites static pages instead of dynamic user-
generated content HTML ‘brochure-ware’, later PDFs limited interaction with site visitors some integration with email
Web 1.5
Since late 1990s … Shared drives Intranets – closed internal websites Extranets – private websites shared, for
example, among project team members
Web 2.0 – aka: social media
Definitions: primarily internet- and mobile-based tools for
sharing and discussing information among human beings
the use of web technologies and web design to enhance creativity, information sharing and collaboration among users.
“People having conversations online”(Sources: Wikipedia; Kaizo)
Web 1.0 v Web 2.0
Web 1.0 was about … Web 2.0 is about …
reading writing
companies communities
one-way two-way
lectures conversation
advertising word-of-mouth
owning sharing(Sources: Joe Drumgoole’s Copacetic; Darrenbarefoot.com 2006)
Web 2.0 – a lightning tour
Discussion forums (eg: Building, Contract Journal, Constructing Excellence)
Wikis open – Wikipedia organisation – RIBApedia internal - Fielden Clegg Bradley
Blogs personal but work-related corporate media tool micro-blogging – Twitter
“Wisdom of
crowds”
Web 2.0 – a lightning tour
• Discussion forums• Building• Constructing Excellence
• Home pages• Static to configurable• iGoogle, Google Alerts
• Wikis• Open - Wikipedia• Organisation - RIBApedia• Internal - Fielden Clegg Bradley
• Blogs• Personal but work-related – eg: ExtranetEvolution.com• Corporate – eg: SaaStainability.com• Media tool – eg: ZeroChampion, The CJ Foreman, Brickonomics• Micro-blogging – Twitter: personal, corporate, media
“Wisdom of
crowds”
Web 2.0 – a lightning tour
• RSS• Feed-readers (local or web-based: Newsgator, Google Reader, etc)• RSS publishing (from bloggers, media, corporate, search)
• Social networking• From personal (MySpace, Bebo) …• … to professional (Facebook, LinkedIn) … to networks/groups (Ning)
• Social search (Wikia), tagging/sharing (Del.icio.us, Digg, Mag.nolia)
• Sharing:• Documents, presentations, etc (eg: Google Apps)• Voice over IP - Skype• Calendar - Google Calendar; fixing meetings (Doodle)• Photos - Flickr• Video - YouTube• Stuff - Freecycle
• Mashups: Mapping (Google Maps), time-lines (Dipity)• Virtual worlds – eg: Second Life
audit - Crittall Windows
5 blog articles (Bloglines) 15 YouTube videos 173 photos on Flickr 7 Wikipedia mentions At least one employee on Facebook (plus
a FB group – the Silver End Appreciation Society – with 99 members)
audit - Crittal Windows (misspelt)
16 blog articles (Google blogs search) 18 more photos on Flickr 1 mention on Twitter
Oscar Wilde
“The only thing worse than being talked about is not being talked about.”
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