Branding in a Web 2.0 World Barbarians at the Gate Barb Cagley President

What is Web 2.0 Philosophy Letting go of control, sharing Definition Web-based communities and hosted services where you participate Examples Blogs, podcasts, Flickr, YouTube, MySpace, Facebook, del.icio.us, digg, Mashable Content, Widgets, Twitter and Wikipedia

Philosophy Letting go of control, sharing

Definition Web-based communities and hosted services where you participate

Examples Blogs, podcasts, Flickr, YouTube, MySpace, Facebook, del.icio.us, digg, Mashable Content, Widgets, Twitter and Wikipedia

Branding Traditional Consistent message will create a consistent Approach thought. Reality A brand is a result of the message you put out there combined with the clients experience. Ultimately, it is what your customers think you are.

Traditional Consistent message will create a consistent Approach thought.

Reality A brand is a result of the message you put out there combined with the clients experience.

Ultimately, it is what your customers think you are.

Branding Challenges Clients have more choices than ever before. Clients have access to plentiful, objective information. Clients control a valuable resource that sellers want: information about themselves. Clients trust others less and themselves more. *Brand Harmony, Steve Yastrow

Clients have more choices than ever before.

Clients have access to plentiful, objective information.

Clients control a valuable resource that sellers want: information about themselves.

Clients trust others less and themselves more.

*Brand Harmony, Steve Yastrow

Trust My own abilities 80% 86% News reports on TV 54 27 News reports in newspapers 49 25 News reports in magazines 37 14 Recommendations of doctors 69 65 Salespeople in clothing stores 23 7 Corp. point of view statements 20 3 Advertising 8 3 Used car salesman 15 2 Source: Yesawich, Pepperdine, brown & Russell/Yankelovich Partners 2003 National Travel Monitor Great confidence in: 1987 2003

My own abilities 80% 86%

News reports on TV 54 27

News reports in newspapers 49 25

News reports in magazines 37 14

Recommendations of doctors 69 65

Salespeople in clothing stores 23 7

Corp. point of view statements 20 3

Advertising 8 3

Used car salesman 15 2

Source: Yesawich, Pepperdine, brown & Russell/Yankelovich Partners 2003 National Travel Monitor

Branding 52% of adult consumers typing queries into search engines to make routine purchase decisions. Source: Forrester Research 50% of all consumers are more likely to be influenced by work-of-mouth recommendations from their peers than radio or TV ads. Source: Nielson BuzzMetrics 2005

52% of adult consumers typing queries into search engines to make routine purchase decisions.

Source: Forrester Research

50% of all consumers are more likely to be influenced by work-of-mouth recommendations from their peers than radio or TV ads.

Source: Nielson BuzzMetrics 2005

What is Web 2.0 Blog :: Web log that anyone can contribute to

Blog :: Web log that anyone can contribute to

What is Web 2.0 Feed Aggregator :: Choose blog feeds

What is Web 2.0 Podcasts :: Audio show

Podcasts :: Audio show

What is Web 2.0 Flickr :: Photo sharing

Flickr :: Photo sharing

What is Web 2.0 YouTube :: Video sharing

YouTube :: Video sharing

What is Web 2.0 Social Networking :: LinkedIn, MySpace, Facebook

Social Networking :: LinkedIn, MySpace, Facebook

What is Web 2.0 Twitter Micro-blogging that uses instant messaging, SMS and the web to relay short comments. Mashups Two or more sets of data combined online to create a new entity; often used with software, music or video. Widgets Reusable code that can bring live content to a web page Wiki A collaborative website that comprises of the work of many authors.

Twitter Micro-blogging that uses instant messaging, SMS and the web to relay short comments.

Mashups Two or more sets of data combined online to create a new entity; often used with software, music or video.

Widgets Reusable code that can bring live content to a web page

Wiki A collaborative website that comprises of the work of many authors.

Personas Hit & Run Understands and uses the internet to serve their needs. Want to get in and get out. Expectations Speed Efficiency Easy Control Findability

Hit & Run

Understands and uses the internet to serve their needs. Want to get in and get out.

Expectations

Speed

Efficiency

Easy

Control

Findability

Personas Researcher Loves all the information the internet can provide. Not afraid to participate but chooses not to unless they are looking for specific information. Will spend time focused on tasks. Expectations Knowledge Dialog Entertainment Popularity rankings Inspiration

Researcher

Loves all the information the internet can provide. Not afraid to participate but chooses not to unless they are looking for specific information. Will spend time focused on tasks.

Expectations

Knowledge

Dialog

Entertainment

Popularity rankings

Inspiration

Personas Influencer Wants to be famous and have a say. Will actively participate and expects acknowledgement. Spends leisure and social time online. Expectations Community Portability Self-expression Recognition

Influencer

Wants to be famous and have a say. Will actively participate and expects acknowledgement. Spends leisure and social time online.

Expectations

Community

Portability

Self-expression

Recognition

Framework Transactional Efficiency Conversation Researcher Influencer Hit & Run

My Account Order status Quick check-out preferences Gift card balance Credit card management Affinity program benefits Easy Navigation and Intuitive Presentation Size availability change with color choices Shopping all on one page, fast Quick Look Gap.com Case Study – Hit & Run

My Account

Order status

Quick check-out preferences

Gift card balance

Credit card management

Affinity program benefits

Easy Navigation and Intuitive Presentation

Size availability change with color choices

Shopping all on one page, fast

Quick Look

Hit & Run Persona E-Coupons Store Locators Keyword Searches SEO Search Correlated Landing Pages In-store Pickup Other Tools

E-Coupons

Store Locators

Keyword Searches

SEO

Search Correlated Landing Pages

In-store Pickup

Entertaining Home Page Animation Featured a coupon Focused on the brand message Membership Program Upload a photo of customers floors and customize Take a tour before to show how easy Use provided rooms and decorate Call to Action Store locator Order sample wood finishes Shawfloors.com Case Study - Researcher

Entertaining Home Page Animation

Featured a coupon

Focused on the brand message

Membership Program

Upload a photo of customers floors and customize

Take a tour before to show how easy

Use provided rooms and decorate

Call to Action

Store locator

Order sample wood finishes

Researcher Persona Tagging Reviews Contests Live Help RSS Feeds Sales Alerts Other Tools

Tagging

Reviews

Contests

Live Help

RSS Feeds

Sales Alerts

Case Study - Influencer Online Community Blogs Forum Facilitate in person meetings Facebook Group Webinars Ask the expert Real-time conversations Related groups Podcasts Videos Intuit.com

Online Community

Blogs

Forum

Facilitate in person meetings

Facebook Group

Webinars

Ask the expert

Real-time conversations

Related groups

Podcasts

Videos

Influencer Persona Twitter Wikis Social Bookmarking Survey Reviews and Rankings Other Tools

Twitter

Wikis

Social Bookmarking

Survey

Reviews and Rankings

Business Objective Hit & Run Contact for more Number of Contacts Information Researcher Download Case Studies Number of Downloads Influencer Awareness Buzz Monitoring Customer Acquisition Metric Objective

Hit & Run Contact for more Number of Contacts Information

Researcher Download Case Studies Number of Downloads

Influencer Awareness Buzz Monitoring Customer Acquisition

Why Should You Adapt Web 2.0 Revenue from niche markets Targeted market means better ROI Hear direct from consumers helps R&D Relationships with customer helps marketing effort Stay ahead of your competition

Revenue from niche markets

Targeted market means better ROI

Hear direct from consumers helps R&D

Relationships with customer helps marketing effort

Stay ahead of your competition

Confusion Reigns? Open the Gates and Invite the Barbarians to Participate