Web 2.0 and Social Media: A Conversation with Glasgow City Council

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Web 2.0 and Social Media: A Conversation with Glasgow City Council

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  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard
  • ICT Strategy Development and the Balanced Scorecard Have you considered that your customers might be on LinkedIn?
  • ICT Strategy Development and the Balanced Scorecard Oh and your competitors might already be on YouTube?
  • Strategy Maps Once you have completed the various steps outlined above, you may wish to present your thinking in a ‘BSC Strategy Map’. This will provide you with a concise, one page summary of the key ICT initiatives and actions required to transform your business.
  • There is a Web 2.0 solution across every possible business function.
  • And a range of business processes.
  • And a range of business processes.
  • Web 2.0 and Social Media: A Conversation with Glasgow City Council

    1. 1. Web 2.0/Social Media ‘ The times they are a changing’ A conversation with GCC Dr. Jim Hamill and Alan Stevenson Department of Marketing University of Strathclyde [email_address] www.tourism2-0.co.uk www.web2-0cpd.com August, 2009
    2. 2. Content <ul><li>Overview of Web 2.0/Social Media (JH) </li></ul><ul><li>Web 2.0/Social Media in Action – examples (JH) </li></ul><ul><li>Business Support 2.0 (AS) </li></ul><ul><li>Some advice in ‘getting there’ and ‘next steps’ (AS/JH) </li></ul><ul><li>More details at: </li></ul><ul><ul><li>www.tourism2-0.co.uk </li></ul></ul><ul><ul><li>www.web2-0cpd.com </li></ul></ul>
    3. 3. What Is It? <ul><li>A fundamental change in the way people use the Internet, their online expectations and experiences </li></ul><ul><li>Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries – including B2B </li></ul><ul><li>Major opportunities, but also threats, for Glasgow based businesses </li></ul><ul><li>Marketing as a ‘conversation with your customers, a conversation with your network’ </li></ul>
    4. 4. www.mashable.com
    5. 5. What Is It? <ul><li>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 </li></ul><ul><li>Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation </li></ul><ul><li>Requires new performance measures </li></ul><ul><ul><li>Quality of your network </li></ul></ul><ul><ul><li>Relationship strength </li></ul></ul><ul><ul><li>Ability to leverage </li></ul></ul>
    6. 6. Performance Measures <ul><li>Network.......... </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>
    7. 7. Web 2.0 <ul><li>A fundamental change in the way people use the Internet ……. </li></ul><ul><li>Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by </li></ul><ul><ul><li>Information ‘pull’ rather than ‘push’ </li></ul></ul><ul><ul><li>User generated content </li></ul></ul><ul><ul><li>Openness, sharing, collaboration, interaction, communities, and social networking </li></ul></ul><ul><li>‘ Power to the people’ – Web 2.0 empowers people – empowers customers </li></ul>
    8. 9. Web 2.0 <ul><li>The end of the.......... </li></ul><ul><li>The read only Internet </li></ul><ul><li>The ‘tell them how good’ we are Internet </li></ul><ul><li>Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more) </li></ul><ul><li>The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience </li></ul><ul><li>The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site </li></ul>
    9. 10. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare ( www.slideshare.com )
    10. 12. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand A quick ‘personal experience’ Dubai Hotel
    11. 18. From the web site <ul><li>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. </li></ul><ul><li>The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites. </li></ul><ul><li>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… </li></ul>
    12. 19. <ul><li>The Customer Experience </li></ul><ul><li>of the Brand </li></ul><ul><li>Tripadvisor </li></ul>
    13. 20. From Tripadvisor <ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel </li></ul><ul><li>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. </li></ul><ul><li>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. </li></ul>
    14. 22. Web 2.0
    15. 23. Applications Social Network Sites Social Content Social Bookmarks Blogs Wikis Virtual Realities RSS Feeds Podcasts Social Applications Twitter Mash Ups Mobile Web; Internet Telephony
    16. 25. Internal and External Use <ul><li>These applications can be used on your </li></ul><ul><li>own web site and/or by participating in </li></ul><ul><li>‘ external 2.0’ sites </li></ul><ul><li>2.0 redefines the concept of a web site </li></ul>
    17. 30. Characteristics Communities and Networks Interactivity Social Element Openness Peering Hosted Services Global Sharing Empowerment Mass Collaboration The Internet as the platform
    18. 31. Impact Business Intelligence Customer Interaction Sales & Marketing Customer Experience Customer Insight Processes and HRM Mindset Product Development Reputation Management Rich Internet Applications IT Infrastructure
    19. 32. Business/Marketing 2.0 Web 2.0 Applications Open source Online Applications/ Web Services Social Network Sites Social Content – Social Bookmarking Blogs or Weblogs Wikis Podcasts/ Vodcasts Virtual Realities Mash Ups RSS Feeds Mobile Web; Internet Telephony Twitter Characteristics Communities and Networks Openness Sharing Peering Hosted Services – online applications; the Internet as the platform Interactivity Social Element Mass Collaboration Empowerment Global Impact – Wikibusiness Mindset Business Intelligence Customer Insight and Understanding Customer Interaction Enhanced Customer Experience – Rich Internet Applications Reputation Management Sales and Marketing Product Development and R&D e.g. engage and co-create IT/Software/Applications Operations, Internal Processes and HRM
    20. 33. Business Impact <ul><li>The need for new business/marketing models </li></ul><ul><ul><li>Traditional approach: </li></ul></ul><ul><ul><ul><li>Product development – Differentiate – Market and Promote - Sell </li></ul></ul></ul><ul><ul><li>New model based on: </li></ul></ul><ul><ul><ul><li>Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally </li></ul></ul></ul>
    21. 34. Bob Dylan <ul><li>Come gather 'round people </li></ul><ul><li>Wherever you roam </li></ul><ul><li>And don’t criticise </li></ul><ul><li>What you can't understand </li></ul><ul><li>Your sons and your daughters </li></ul><ul><li>Are beyond your command </li></ul><ul><li>Your old road is </li></ul><ul><li>Rapidly agin‘ </li></ul><ul><li>Then you better start swimmin’ </li></ul><ul><li>Or you'll sink like a stone </li></ul><ul><li>For the times they are a-changin’ </li></ul>
    22. 35. <ul><li>Web 2.0 in Action </li></ul><ul><li>Examples </li></ul>
    23. 36. <ul><li>Review and </li></ul><ul><li>Recommendation Sites </li></ul>
    24. 37. Review and Recommendation Sites <ul><li>Travel and tourism – www.tripadvisor.com and many others </li></ul><ul><li>Consumer electronics - www.kelkoo.co.uk </li></ul><ul><li>Money – www.moneysupermarket.com </li></ul><ul><li>Universities - www.studentsreview.com </li></ul><ul><li>General – www.reviewcentre.com </li></ul><ul><li>etc </li></ul>
    25. 45. Others <ul><li>Lonely Planet Thorn Tree Travel Forum </li></ul><ul><li>Igougo </li></ul><ul><li>Holidaywatchdog </li></ul><ul><li>Review Centre </li></ul><ul><li>Holiday Check </li></ul><ul><li>Mytripbook </li></ul><ul><li>Gusto </li></ul><ul><li>Travelpost </li></ul><ul><li>Realtravel </li></ul><ul><li>Traveltogether </li></ul><ul><li>Yahoo trip planner </li></ul><ul><li>Some with interactive planning tools </li></ul>
    26. 47. <ul><li>YouTube </li></ul>
    27. 52. <ul><li>Don’t mess with the buffalos….. </li></ul><ul><li>45 million views </li></ul>
    28. 55. ROI to Kruger National Park <ul><li>Production/ marketing costs = 0 </li></ul><ul><li>Views = 45 million </li></ul>
    29. 60. <ul><li>Social/ Professional </li></ul><ul><li>Networking Sites </li></ul><ul><li>Building contacts, finding customers and partners </li></ul>
    30. 61. Three Key Questions <ul><li>Who are our customers? </li></ul><ul><li>Where do we find them hanging out on the Internet? </li></ul><ul><li>How can we best engaged with them? </li></ul>
    31. 66. <ul><li>For Professionals....... </li></ul>
    32. 77. <ul><li>Safety Harness Company </li></ul>
    33. 78. Safety Harness Company <ul><ul><li>About Us: I am a manufacturer of safety harnesses for industrial use. My belay system is an innovative design It ensures that users (injured or not) are returned to ground safely. </li></ul></ul><ul><ul><li>My target customers: Health & Safety Equipment Resellers; Health & Safety Consultants; Health & Safety Representatives </li></ul></ul><ul><ul><li>My target industries: Utilities, Construction; Other industries that require height work </li></ul></ul>
    34. 79. Safety Harness Company
    35. 80. Safety Harness Company
    36. 81. <ul><li>Merchant City </li></ul>
    37. 87. <ul><li>Football 2.0 </li></ul><ul><li>A Marriage Made in Heaven </li></ul>
    38. 100. Web 2.0/ Tourism 2.0 <ul><li>Opportunities </li></ul><ul><li>for Glasgow Businesses </li></ul>
    39. 101. Visitors 2.0 Opportunities 2.0 Applications Sales/marketing ROI Market intelligence/ Customer insight and understanding Customer interaction and relationships Online customer experience Reputation management Increased visitor numbers and spend Quality customer base/Quality network – Involvement - Interaction – Intimacy – Influence Internal and External 2.0 Apps Networks and communities e.g. facebook User generated content – flickr, youtube etc Rich internet applications – podcasts, vodcasts, mash-ups Blogs/forums Twitter Google Alerts, RSS Etc
    40. 102. Performance Measures <ul><li>Network.......... </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>
    41. 103. Social Media Monitoring Tools <ul><li>Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights </li></ul><ul><li>Three stage process </li></ul><ul><ul><li>Aggregate what is being said </li></ul></ul><ul><ul><li>Natural language analysis – understand the data </li></ul></ul><ul><ul><li>Deliver actionable insights </li></ul></ul><ul><li>Companies – Cymfony, BuzzMetrics, Radian6, Biz360, Umbria, Visible Techologies, Coremetrics, Omniture, Web Trends </li></ul>
    42. 109. <ul><li>‘ Getting There’ </li></ul>
    43. 110. ‘ Getting There’ <ul><li>A three staged approach: </li></ul><ul><ul><li>Enhanced knowledge and understanding – get involved and learn more </li></ul></ul><ul><ul><li>Strategic Audit - Ten Key Questions </li></ul></ul><ul><ul><li>Strategy Development and Implementation - using a Balanced Scorecard approach </li></ul></ul>
    44. 111. www.tourism2-0.co.uk
    45. 112. BSC 2.0 Performance Measures <ul><li>LAG MEASURES </li></ul><ul><li>Strategic objectives </li></ul><ul><li>Financial objectives </li></ul><ul><li>Marketing (marcom) objectives </li></ul><ul><li>Customer objectives </li></ul><ul><li>LEAD MEASURES - Engagement </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>
    46. 113. Implementation Template Strategic Objectives Lag Measures Lead Measures Key Actions Strategic objectives Financial objectives Marketing (marcom) objectives Customer objectives Involvement Interaction Intimacy Influence Internal 2.0 External 2.0
    47. 114. <ul><li>Thank You </li></ul>
    48. 115. www.tourism2-0.co.uk www.web2-0cpd.com
    49. 116. Internal Applications <ul><li>Web 2.0 isn’t just about marketing </li></ul><ul><li>Open source software and hosted applications for improving internal processes </li></ul><ul><li>See our wiki at - http://web2scape.wikispaces.com </li></ul>

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