Adding emerging media to the marketing mix
Web 2.0 Expo, Berlin / 23rd of October 2008
11:00 – 11:50, Track: Marketing & Community
Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die
ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet.
Alle Rechte vorbehalten.
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The three dimensions of Web 2.0
1. Informationmanagement (Search, Tags, RSS, bookmarking, etc.)
2. Identitymanagement (Profiles, Blogs, Facebook, Xing, etc.)
3. Relationshipmanagement (comments, referrer, trackback, links, etc.)
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Informationmanagement
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Informationmanagement
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„Search“ is the new Gatekeeper
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Relevance of search
» „Search“ is the most frequent
action of Web-Users!
» 72% of all following clicks are
based on SEO
» 92% are researching new car
purchase online!
» SEO means being found although
the User didn‘t even know that he
was looking for us
» „Search“ delivers a contextually
prequalified audience:
» 0% Wastage!
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How News make it into mass media!
1. Twitter Post from simonk 27.05.2008 at 20:38
Blogpost from helge.at 27.05.2008 at 22:00
ORF Futurezone Article 28.05.2008 at 19:03
Article in German Handelsblatt 30.05.2008 at
11:35 (Print + Online)
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Identity management (digital!)
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BMW, Identity 2.0
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BMW, Identity 2.0
» Highly fragmented
» Classic Media / UGC /
Communities / Channels /
Search
» Only partly controlled
» Very dynamic!
Source: http://flickr.com/photos/generated/501445202/sizes/m/ by jared
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Relationshipmanagement
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Conversations based on identities
„Just a few minutes ago, we learned that „One more time BMW makes a jaw
BMW has launched a Twitter page as well dropping nice design car, even in a
dedicated to X1, along with a Facebook compact SAV.“
account and of course, a Flickr page. I love Source:http://www.facebook.com/pages/BMW-Concept-X1,
wall post
the fact that BMW is getting more involved
in the social networking world ...“
Source: http://www.bmwblog.com/2008/10/01/high-res-bmw-x1-photos/
„I really love BMW and all related to BMW. My greatest passion at
present is to watch BMW-web.tv site...it's amazing. I have only
superlatives for this site.The site looks perfect...the stories and
movies, too. Congratulations for the new 7er and good luck.“
Source: comment on BMW.web.tv, User: Plamen Mirchev, Bulgaria
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Consequences
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The short head of media
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The long tail of media
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More complexity but a richer sound!
Source: Tony Douglas / BMW Group, Marketing Innovations
Video on Demand
Communities
Virt. Worlds
WebRadio
Television
Podcasts
Search
Twitter
Radio
Blogs
Wikis
Print
Etc.
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Social Media Marketing –
or how to deal with the long tail of media
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What is Social Media Marketing?
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What we thought before
„You aren´t going to turn
passive consumers into active
trollers on the internet“
Stephen Weiswasser, ABC
Source: An anthropological introduction to YouTube, Dr. M. Wesch /
http://www.youtube.com/watch?v=TPAO-lZ4_hU
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Let´s look at the scorecard
TV Networks:
» Broadcasting since 1948 = 60 yrs » more in last 6 months
» 3 networks * 60yrs * 365 days * 24 hrs = » Without producers!
» +1.5 Million hours Content » 9.232 hrs upload / day
» 88% of the content is new &
original
» ≈ 200.000 3minute videos
» ≠ mass media but conversations
Source: An anthropological introduction to YouTube, Dr. M. Wesch /
http://www.youtube.com/watch?v=TPAO-lZ4_hU
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Seeding Online Video: SEO
SEO is critical for successful viral
seeding:
» \"Speaking title“ is key
(max. 60 characters)
» Main content part integral of the titel
» Tagging of all contents is crucial
» Description: keep a global audience in
mind! (within first 140 characters)
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Viral Spreading: Pro-Blogger
Pro-Blogger Network / attract opinion
leaders:
» Support virale seeding: avalanche
effect
» no spamming:
- sustainable active dialogue
- Specific Blogger targeted content
- reach out for Feedback
1 1000 + links 3 200 + links
2 500 + links 4 - 100 + links
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Tracking
Tracking is fundamental for internal
Marketing and justification of budgets,
as well as ROI calculation:
» VideoViews
» Comments / Ratings
» Backlinks
» Community Activity
» Blogosphere Acceptance
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Sucessful examples & Cases
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BMW Concept X1, viral seeding
» 2 Videos (3:26min) online 15 days, views:
» BMW-web.tv: 45.192 (29%)
» Seeding: 44.404 (28%)
» iTunes: 34.604 (22%)
» Embedded Videos: 31.339 (20%)
» Total of 154.539 Video Views (numbers reported
at 10th of October 2008)
» Facebook:
» 410 Fans & 42 comments
» 12.294 Page Views
» 24.942 Photo Views
» 80% Male / 20% Female
» Scott Monty. Head of social media at Ford
is following the X1 Twitter Channel
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Communication Kick Start
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BMW-web.tv – numbers & facts
Numbers for September 2008:
» Video Views
» on BMW-web.tv: 554.948 (31%)
» via seeding: 450.123 (25%)
» via iTunes: 780.533 (44%)
» total: 1.785.604
» Total Video views via Seeding:
6.448.955 (after 13 months, 300 videos)
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Feedback for innovative marketing
“Best Web-TV-Site in
Automotive Industry”
comparison „Digital Business”, Nr. 48/2007
Megaphon (Website des Jahres / Jahrbuch der Werbung 2008)
Aus der Jury: „Die intelligent definierte Mehrdimensionalität und die
hohe Usability dieser Site schaffen schnell intensive Bindungen zum
Besucher und laden ihn zu einem fesselnden Streifzug durch die
vielfältige BMW Marken-Welt ein. Hier wird die Auto-Marke zugleich
auch eine attraktive Medien-Marke.“
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BMW Gina Light visionary model
» 3 Videos, seeded consecutively:
» Views on BMW-web.tv: 464.416 (13%)
» Views via Seeding: 3.136.433 (85%)
» Views on iTunes: 54.453 (1,5%)
» Total: 3.655.302 (after 20 days online)
» Other users posted another 83 GINA Videos on
YouTube creating 499.889 Video views
» most successful BMW corporate Video on YouTube
» Enormous value for other BMW Web Channels
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Strategic recommendations & Challenges
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Web 2.0 Compatibility Consulting
» How can we engage / interact?
» YouTube Video Integration
» iTunes Integration (iPhone, iPod)
» Integration of Social Media Hubs
(twitter, facebook, flickr)
» Integration of Web 2.0 Standards
(RSS, Social Bookmarking,
Comments)
» Social Media Marketing – build
stable relationships
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Challenges & Questions
» How much are 6 Million Video Views?
» Who is going to deliver an accepted
?
currency?
» Innovations Budgets vs. Line Marketing
» Marketing, PR, Branding are blurring –
Corporates struggle
» Very little control, hard to plan! (fear!)
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What the heck is Knallgrau?
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Who we are & What we do
Knallgrau makes web solutions that work –
no matter if Web 1.0 or Web 2.0
Countless numbers of conversations around
editorial content – that´s the core of Web 2.0
and Social Media
Knallgrau enables clients with it´s specific
know-how about strategies, concepts, design
and technologies to engage actively in this
ongoing conversations.
Markets are conversations
(© Cluetrain Manifesto, 2001)
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Knallgrau: clients
Ippen-Gruppe
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Answers
dieter.rappold@knallgrau.at
Knallgrau New Media Solutions
Pezzlgasse 7/1
1170 Wien
http://www.knallgrau.at
http://www.sierralog.com
http://www.twitter.com/sierralog
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