This document provides an overview of Web 2.0 and its implications for small businesses. It begins with definitions of Web 2.0 as focusing on collaboration, communities and user-generated content. It then discusses how small businesses are well-positioned to benefit from Web 2.0 through tools like social media marketing. BT Tradespace is introduced as BT's solution for helping small businesses connect and engage through an online community and marketplace. The presentation concludes by encouraging businesses to explore Web 2.0 opportunities.

1. What has web 2.0
got to do with me?
http://www.slideshare.net/smiler29/what-
is-web-20-v3
Mark Riley
Strategic Partnership
Manager
BT Tradespace

2. Agenda
• What is web 2.0 anyway?
• What does that mean for small businesses?
• What BT has done about it?
• An intro to BT Tradespace

3. What is Web 2.0?
• F r o m W ik ip e d ia , t h e f r e e e n c y c lo p e d ia
• W e b 2 . 0 refers to a perceived second generation of web-based communities and
hosted services — such as social-networking sites, wikis and folksonomies — which
aim to facilitate collaboration and sharing between users.
• HTML to XML
• Paradigm shift

4. E s s e n t ia lly
…
Conversation Community Collaboration

6. POWER - What's next?
• Feudalism – land ownership
• Industrialisation
• Printing Press, Steam engine, trade, states
• Emancipation and Enlightenment…
• Capitalism – means of production
• Marxism? (cancelled)
• Distribution Networks - supermarkets

7. • Knowledge Networks – Internet
• Democratisation of Information
• Empowerment through collaboration
• Emancipation and Enlightenment…
= D ig it a l M a r x is m – the knowledge revolution

8. Web 2.0 terminology (or how to bluff your way at web 2.0)
• B lo g
• M ic r o - b lo g g in g
• Podc as t
• Ma s hup
• AP I
• UGC
• C r o w d s o u r c in g
( C o lle c t iv e
In t e llig e n c e )
• C lo u d C o m p u t in g
• S e m a n t ic w e b
• G e n e r a t io n C

9. Web 2.0 Terminology cont…
• B e h a v io u r a l T a r g e t in g
a n d r e t a r g e t in g a d v e r t is in g
• RS S
• W ik i
• P2 P

10. What does this mean for small businesses?

11. Web 2.0: Small business gets it. Do you? Its good news by
the way.
• Claim 1: Marketing innovation using social media is going to
be driven by small business
• Claim 2: Large enterprises are going to struggle with Web
2.0 as a conversational marketing tool …
• Claim 3: ….unless they make big changes to the way
marketing works and behave more like small businesses

12. Audience fragmentation hurts large enterprise
• On average, [European] online consumers spend 14.3 hours
online a week compared with 11.3 hours watching TV and
4.4 hours reading newspapers and magazines (Forrester
Research inc)
• 36% say that they watch less TV because they've been
online (Forrester Research inc)

13. Will it blend? Over 100m hits!

14. Obama campaign

15. Compare the Meerkat - 500,000 fans on Facebook, quotes up
80%

16. O n lin e - W h a t t h e C u s t o m e r w a n t s
To be inspired Respect
A Voice! To be delighted To be understood

17. The cacophony of computerised conversations

20. Top Tips
•Fish where the fish are
•Be yourself – transparency, authenticity,
integrity
•Be timely – finish conversations, respond,
listen
•Plan an integrated transmedia story
•Disseminate - spreadability trumps stickiness
•Use Video
•Don’t sell; engage

21. W h a t h a s B T d o n e a b o u t it ?
A n in t r o d u c t io n t o B T T r a d e s p a c e

22. B T T r a d e s p a c e …t h e P la c e f o r S o c ia l C o m m e r c e
• A p la c e t o f in d a n d g e t t o
k n o w b u s in e s s e s
– Rich business profiles built on Web
2.0 tools
– Ratings
– Reviews
– Recommendations
• A p la c e t o n e t w o r k a n d
t a l k t o b u s in e s s e s a n d
o th e r c u s to m e rs
– Community discussions
– Ask questions
– Create and join events
• A p la c e t o b u y a n d s e ll
g o o d s a n d s e r v ic e s
– Marketplace and ecommerce
• B u s in e s s D ir e c t o r y +
C o m m u n it y + M a r k e t p la c e

23. BT Tradespace: A Tool for Conversational Marketing
Make contact Demonstrate
easy expertise
Be reviewed
Showcase and sell
Recommend

24. BT Tradespace … The Place for Social Commerce
• A p la c e t o f in d a n d g e t t o
k n o w b u s in e s s e s
• Rich business profiles built on Web 2.0
tools
• Ratings
• Reviews
• Recommendations
• Sell online
• A p la c e t o n e t w o r k a n d t a lk
t o b u s in e s s e s a n d
c u s to m e rs
• Community discussions
• Ask questions
Launched April 2007, over 350K registered businesses
• Create and join events

25. Small business gets it #1: Arena Flowers
Customer service agents blogging
(and really well)
Building brand and winning
new leads through Facebook
“Although traditional means of generating traffic to the site are still effective, the Web 2.0
seems to have taken into a new level. User generated content plays a vital role in branding
and marketing. For example, the facebook application has been a great branding exercise
for us with a good percent of traffic from it.“
Response to comment on Arena Flowers’ BT Tradespace Blog

26. Small business gets it #2: Chocolate Truffle Company
Using blogs for customer research
Building a dialogue with customers
(and great chocs too)

27. Small business gets it #3: Steve the Brickie
Could Steve the brickie
do a Blendtec?
Demonstrating expertise
Creating a new revenue stream
(if I ever need a brickie,
he’s convinced me)

28. Go for it!
• Take the t im e to explore web 2.0 opportunities (its often
free)
• Tell y o u r story and be part of the conversation
• Take the leap – its c o s t e f f e c t iv e sales and
marketing
• In n o v a t e t o a c c u m u la t e – don’t fear change
• There's an old Wayne Gretzky quote that I love. 'I s kate to
w he re the puck is g oing to b e , not w he re it has
b e e n.' And we've always tried to do that at Apple. Since the very
very beginning. And we always will." Steve Jobs 2007

29. How?
• In 2 0 m in u t e s – n o
e x p e r t is e n e e d e d
• Go to
w w w .b t t r a d e s p a c e .c o m
• R e g is t e r a n d g e t c h a t t in g !

31. …then follow steps in your ‘Tradespace Manager’
and you are off….

32. What’s the media saying?
“BT Tradespace drags businesses kicking LEADERSHIP
and screaming onto Web 2.0.”
THE REGISTER
The significance of this [BT’s on-demand
and social media partnership with
VISION Microsoft] cannot be over-emphasised.”
SCOTLAND ON SUNDAY
“The thing I find most interesting about
something like Tradespace is the way it’s
partly bringing back some of that personal
interaction between customer and business
that you had in the days when you
could chat to your local butcher / baker / DELIVERY
candlestick maker while buying stuff.”
TECHSCAPE TV (blog)

33. What are customers saying?
“In the first three months of using BT Tradespace,
Daisy Diva went from being a relatively unknown
business with no website to getting nearly 2,000 hits.
And as well as upping sales, we got an entirely SALES
new business contract with a company called
Naturalicious, an online organic cosmetics
company that was impressed with our
home-made products.”
DAISY DIVA, NATURAL SKINCARE “After just one month using the BT Tradespace
service, the HedgePig Tradespace page had
received over 1600 hits. This corresponded
with the main website seeing a substantial
TRAFFIC rise in visitors and sales, resulting in
a monthly turnover increase of around 20%.”
HEDGEPIG, NOVELTY GIFTS
“Tradespace helps us to improve our business
model…Being part of the BT Tradespace
community really does allow us to add
that personal touch, particularly with the blogs
and podcasts options.” SERVICE
ARENA FLOWERS, ETHICAL FLOWER SALES

34. Thanks!
To continue the conversation …
mark.4.riley@bt.com
Search “Mark Riley BT” on Linked in
Or to find out how small businesses are using social media
to promote themselves visit:
www.bttradespace.com – the place for social commerce

35. Further reading…
• W ik in o m ic s – D o n T a p s c o t t a n d A n t h o n y D
W illia m s ( A t la n t ic B o o k s )
• W e - T h in k - C h a r le s L e a d b e a t e r ( P r o f ile
Bo o ks )
• T h e L o n g t a il - C h r is A n d e r s o n ( R a n d o m
Ho us e )
• G r o u n d s w e ll – J o s h B e r n o f f a n d C h a r le n n e L i
( H a r v a r d B u s in e s s P r e s s )
• T h e F u m o ir ( b lo g ) h t t p :/ / w w w . f u m o ir . c o m /
• T e c h c r u n c h U K a n d Ir e la n d
h t t p :/ / u k . t e c h c r u n c h . c o m /
• N e w M e d ia A g e M a g a z in e
h t t p :/ / w w w . n m a . c o . u k
• R e v o lu t io n M a g a z in e
h t t p :/ / w w w . b r a n d r e p u b lic . c o m / r e v o lu t io n /
• J e r e m y O w y a n g ( b lo g )
h t t p :/ / w w w . w e b - s t r a t e g is t . c o m / b lo g /

36. Web 2.0 The Machine is Using us
• Youtube Video

37. Shift happens
• Video