Marketing in a Web 2.0 World

What We’ll Cover
• Web 1.0 vs. Web 2.0
• Unique Social Aspects of Web 2.0
• Seven Wonders of the Web 2.0 World
• Web 2.0 Marketing Road Map
• Examples
• Q&A

A New Breed of Customer
Reject All Prior
Full of Opinions
Behavior
Maintains Wide Online
Personal Network Throughout Day
Demand to be Heard

Web 1.0 vs. Web 2.0
Web 1.0 Web 2.0
One-way Two-way
Authoritarian Democratic
Passive Active
Static Dynamic
Closed Collaborative

Web 2.0 Defined
• Collection of tools that allow people to
build social and business connections
that go beyond traditional marketing
techniques
• Enables rapid and ubiquitous
information sharing
• Provides opportunities for online
collaboration
• Heavy social media component

Web 1.0 vs. Web 2.0 Companies
Multimedia/Web 1.0 Web 2.0
Corbis iStockPhoto
Microsoft Encarta Wikipedia
GeoCities Blogger
Hotmail Twitter

Web 2.0 Has A Strong Focus on Social Media
• Blogs, Wikis, Online Communities, Online Advisory Panels, Virtual
Worlds, Social Networking
Online Social
Web 1.0 Community Network
Marketer
Marketer
Marketer
Member Member
Prospect
Member Member
Member

Why is Web 2.0 So…..Social?
• Customers want to be respected
• They want to be engaged
• Want relevant two-way discussions
• Want to see what others have to say
• Want to be part of the innovation cycle
• Want to see what actions you’ve taken with their input

Five Key Benefits of Web 2.0 for Marketing
Build Customer Loyalty
Promote Brand Awareness Ideate & Innovate
Lower Feedback Costs Create Ongoing Dialogue

Web 1.0 Marketing vs. Web 2.0 Marketing
Web 2.0 – Dialogue
Web 1.0 - Monologue
Static HTML web pages Two-way conversations
E-mail blasts RSS feeds
Surveys Feedback communities
Seminars Crowdsourcing
Static PDFs Collaborative wikis
Satisfaction Loyalty

Seven Wonders of the Web 2.0 World
Personalization
Relationships Respect
Participation Conversations Community Co-Creation

First Wonder of the Web 2.0 World: Relationships
• Use Social Media to build a relationship with
your customers and prospects
• Embrace your audience’s preferred means of
communicating
• People-to-People, not Brand-to-People

Second Wonder of Web 2.0 World: Respect
• Respect customer opinions and learn from their
input
• Remember that this is a reciprocal relationship
• Do NOT try to sell, but use the dialogue to gain
understanding into issues and motivations
• Set limits on your behavior and communicate those
limits
• Engage in the dialogue knowing that you’re not just
going to get information, but share it back as well

Third Wonder of Web 2.0 World: Personalization
• Treat people like individuals, not market segments
• Use data you already know about the individual to
personalize your communications
• Respect their privacy, and they’ll share increasing
amounts of data with you that can improve the
quality of the interaction
• Use this data to interact about topics of interest to
them
• Personalization can dramatically improve
engagement and participation rates

Fourth Wonder of Web 2.0 World: Participation
• Encourage participation by offering feedback
on what others are saying
• Nurture support networks
• Recruit people to participate in the dialogue
• Impose experiments to test a theory, idea,
concept

Fifth Wonder of Web 2.0 World: Conversations
• Join the conversation with them
• Participate, but don’t try to control the entire
process
• Control for offensive/inflammatory/profane content
• Plant seeds for conversations by providing topics
• Play devil’s advocate and fan the communication
flames
• Restart a dying dialogue
• Analyze open text and mine it for insights

Sixth Wonder of Web 2.0 World: Community
• Use the web to give customers a place to
talk
• Invite relevant individuals to participate
• Prime the pump with content
• Give them a reason to participate by
sharing as much information with them as
you can

Seventh Wonder of Web 2.0 World: Co-Creation
• Leverage relationships you’ve built with customers to
engage them in a co-creation process
• Ask for ideas about products, services, promotions, etc.
• Enable members to vote and comment on other’s ideas
• Probe participants about the reasons behind the ideas
• Report back to the group the ideas that have been
accepted and their timeline for implementation
• Provide regular updates on what participants have
helped create

Benefits of Web 2.0 Marketing
• Accelerate idea generation around new offers and
communications strategy – making both more
relevant
• Examine emerging trends from the consumer
Build Customer Loyalty Promote Brand Awareness
perspective
• Identify key motivators and barriers to purchase
behaviors
• Diagnose issues regarding brand, satisfaction, crisis
Ideate & Innovate
management
• Obtain feedback on product positioning, advertising Create Ongoing Dialogue
and promotional content, concepts and product
attributes
• Obtain feedback on marketing plans, themes, ideas
Lower Feedback Costs

Web 2.0 Marketing Road Map
1. Find out what customers are saying about you
Participate in discussions, but don’t attempt to control them
2.
3. Create a place for customers to discuss your organization
4. Invite customers to participate
5. Learn from the negative by developing a thick skin
6. Show people what others think
7. Channel discussions into relevant ideas
8. Leverage text analytics to digest large volumes of conversations
9. Share the changes inspired by the group
10. Transform your organization through ongoing adaptation

Traditional Feedback/Innovation Lifecycle
3-6 Months

New Feedback Cycle: Online Communities + Surveys
Create targeted survey Post question to forum
Gather responses See responses
Analyze data Create questions for surveys
Days, Not Months
Bridge Gap
Between Quantitative &
Qualitative Data

• Caters to the real-world, day-in-
• http://communities.intel.com
the-life work concerns of a very
• Launched August 27, 2007
technical crowd
• Facilitates discussions
• Now has 21,000 registered
between IT professionals users, with 10,000 page views
and Intel staff per day

Examples of Online Feedback Communities
Maintains Brand Integrity
Demonstrates
Controls
management
access
commitment
Bill of Rights

True
Feedback
Community
Profile
Updates
Results
Targeted Shared with
Surveys members
based on
profile data

Our Approach: A Single Platform That Uniquely Combines:
v4
Database
Profile Survey
Data Responses
Online Surveys
Proprietary Panels &
Online Communities
Business Intelligence

About Vovici
SELECTED CUSTOMERS
60% Of the Fortune 500
2,000 Customers in over 47 countries
Million completed surveys in more
150 than 150 different languages. KEY PARTNERS
15 Years of industry experience,
leadership and innovation

Special Book Offer:
• Arrange a demonstration or request
a call-back to receive a free copy of
“Weapons of Mass Collaboration”
by Vovici CEO Dean Wiltse
• http://www.vovici.com

Questions & Answers
• To request a demonstration of Vovici
Community Builder Module, contact
your sales executive or:
• 1-800-787-8755
http://blog.vovici.com
• sales@vovici.com
• Our presenters welcome your
questions:
• Jeffrey Henning, Chief Strategy
Officer & Co-founder,
jhenning@vovici.com
• Brian Koma, Vice President of
Marketing, bkoma@vovici.com