Engagement in Web 2.0
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Engagement in Web 2.0

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What is engagement and how can you use it in web 2.0 activities? Also a business case of engaging in practice: podcasting for internal communication.

What is engagement and how can you use it in web 2.0 activities? Also a business case of engaging in practice: podcasting for internal communication.

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Engagement in Web 2.0 Presentation Transcript

  • 1. This presentation is brought to you by www.digiredo.nl
  • 2. En•gage•ment [en-geyj-muhnt] & Med ia N ew Erik van der Zijden Founder and Creative Partner DigiRedo
  • 3. Engagement?
  • 4. Examples Engagement?
  • 5. Sidestep Examples Engagement?
  • 6. Business Case Sidestep Examples Engagement?
  • 7. Business Conclusions Case Sidestep Examples Engagement?
  • 8. Business Conclusions ? Case Sidestep Examples Engagement?
  • 9. To en•gage
  • 10. To en•gage Source: Oxford American Dictionaries
  • 11. To en•gage A formal agreement to get married Source: Oxford American Dictionaries
  • 12. To en•gage A formal agreement to get married An arrangement to do something or go somewhere Source: Oxford American Dictionaries
  • 13. To en•gage A formal agreement to get married An arrangement to do something or go somewhere A fight or battle between armed forces Source: Oxford American Dictionaries
  • 14. To en•gage A formal agreement to get married An arrangement to do something or go somewhere A fight or battle between armed forces Occupy, attract, involve or participate Source: Oxford American Dictionaries
  • 15. To en•gage A formal agreement to get married An arrangement to do something or go somewhere A fight or battle between armed forces Occupy, attract, involve or participate Source: Oxford American Dictionaries
  • 16. Why?
  • 17. Why?
  • 18. and huge billboards.
  • 19. Engagement - A two-stage process
  • 20. Engagement - A two-stage process Source: World Advertising Research Centre
  • 21. Engagement - A two-stage process Consumers sees communication Source: World Advertising Research Centre
  • 22. Engagement - A two-stage process Consumers sees communication Engagement Barrier Source: World Advertising Research Centre
  • 23. Engagement - A two-stage process Consumers sees Striking a chord communication Engagement Barrier Source: World Advertising Research Centre
  • 24. Engagement - A two-stage process Stage 1 Making a connection Consumers sees Striking a chord communication Engagement Barrier Source: World Advertising Research Centre
  • 25. Engagement - A two-stage process Stage 1 Making a connection Consumers sees Striking a chord communication Engagement Barrier Source: World Advertising Research Centre
  • 26. Engagement - A two-stage process Stage 1 Making a connection Consumers sees Consumers want to Striking a chord communication interact Engagement Barrier Source: World Advertising Research Centre
  • 27. Engagement - A two-stage process Stage 1 Stage 2 Making a connection Engagement Consumers sees Consumers want to Striking a chord communication interact Engagement Barrier Source: World Advertising Research Centre
  • 28. Hierarchy of Communication
  • 29. Hierarchy of Communication Source: D Cowley - Understanding brands. APG, London
  • 30. Hierarchy of Communication Source: D Cowley - Understanding brands. APG, London
  • 31. Hierarchy of Communication Vision Identity Belief Capability Behavior Environment Source: D Cowley - Understanding brands. APG, London
  • 32. Hierarchy of Communication Vision Identity Belief Capability Behavior Environment Source: D Cowley - Understanding brands. APG, London
  • 33. Hierarchy of Communication Vision Identity Belief Capability Difficult Behavior Environment Source: D Cowley - Understanding brands. APG, London
  • 34. Hierarchy of Communication Vision Identity Easier Belief Capability Difficult Behavior Environment Source: D Cowley - Understanding brands. APG, London
  • 35. Patients online, Europe
  • 36. Patients online, Europe Summary of findings 143 million look for health care info 92 million discuss online info 63 million look for pharma info 47 million discuss info with doctor 23 million actively post info Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
  • 37. Patients online, Europe Summary of findings 143 million look for health care info tion pu la an po 92 million discuss online info pepharma info rofor Eu 63 million look he discuss info with doctor o ft 6% 47 million 3 23 million actively post info Source: European Consumers Seeking Health and Pharmaceutical Information, Manhattan Research 2007
  • 38. Source:Yankelowich
  • 39. Source:Yankelowich
  • 40. Source:Yankelowich 76%
  • 41. HEN TIC AUT
  • 42. HEN TIC AUT IONAL CONV ERSAT
  • 43. HEN TIC AUT IONAL CONV ERSAT A NSPA RENT TR
  • 44. HEN TIC AUT IONAL CONV ERSAT SOC IAL A NSPA RENT TR
  • 45. © Wiredset
  • 46. Level of engagement Time © Wiredset
  • 47. Level of engagement Adoption • Bookmarking • Tagging •Adding to a group Time © Wiredset
  • 48. Level of engagement Colabortive Filtering AdoptionRating • •Voting • Bookmarking •Commenting • Tagging •Endorsing •Adding to a group Time © Wiredset
  • 49. Level of engagement Content Creation • Upload Colabortive • Blogging •Fan community participation Filtering •Create mash ups •Podcasting AdoptionRating • •Vlogging •Voting • Bookmarking •Commenting • Tagging •Endorsing •Adding to a group Time © Wiredset
  • 50. Level of engagement Social • Adding friends Content•Networking Creation •Create fan community • Upload Colabortive • Blogging •Fan community participation Filtering •Create mash ups •Podcasting AdoptionRating • •Vlogging •Voting • Bookmarking •Commenting • Tagging •Endorsing •Adding to a group Time © Wiredset
  • 51. How to engage with New Media?
  • 52. How to engage with New Media? Audio
  • 53. How to engage with New Media? Audio Video
  • 54. How to engage with New Media? Audio Video Humor Joy Grief
  • 55. How to engage with New Media? Audio Human Interest Video Humor Joy Grief
  • 56. How to engage with New Media? Audio Human Interest Video Participation Humor Joy Grief
  • 57. How to engage with New Media? Audio Human Interest Video Participation Humor Storytelling Joy Grief
  • 58. Story
  • 59. Story direct audio video text
  • 60. Story Audience direct audio video text
  • 61. Story Audience direct audio video text interaction
  • 62. Story Audience direct audio video text interaction Engaged
  • 63. Story Audience direct audio video text interaction Engaged impact
  • 64. Story Audience direct audio video text interaction Under- standing Engaged impact
  • 65. Story Audience direct audio video effective text interaction communication Under- standing Engaged impact
  • 66. “ Sure, that Web 2.0 thingie will work if your business is strongly linked to the internet.
  • 67. “ Sure, that Web 2.0 thingie will work if your business is strongly linked to the internet. But hey, Pharma is not..!
  • 68. Source: www.pocket-lint.co.uk
  • 69. Traffic company website Source: www.pocket-lint.co.uk
  • 70. Traffic company website 650% Source: www.pocket-lint.co.uk
  • 71. Traffic company website 650% Online sales Source: www.pocket-lint.co.uk
  • 72. Traffic company website 650% Online sales 500% Source: www.pocket-lint.co.uk
  • 73. Engagement on your website? Source: Planit
  • 74. Engagement on your website? Do you have at least three of these on your website? Source: Planit
  • 75. Engagement on your website? Subscribe Upload Do you have Comment View video at least three of Blog about this Profile these on your Share Feature website? Send to friends Post Download RSS Source: Planit
  • 76. Sidestep
  • 77. Human Resources
  • 78. Human Resources More choices
  • 79. Human Resources More choices No job for life
  • 80. Human Resources More choices No job for life Switching
  • 81. Human Resources More choices No job for life Switching Baby Boomers
  • 82. Human Resources More choices No job for life Switching Baby Boomers ...
  • 83. Human Resources More choices No job for life Switching Baby Boomers ... kee p the m in? How to
  • 84. Are you willing to start the conversation with your customers? (they could talk back)
  • 85. Are you willing to start the conversation with your customers? (they could talk back) If not, may be you are willing to start a conversation with your ‘most valuable asset’: employees...
  • 86. Are you willing to start the conversation with your customers? (they could talk back) If not, may be you are willing to start a conversation with your ‘most valuable asset’: employees... (they could talk back too)
  • 87. SI NESS CASE BU Internal podcasting as a tool to improve communication
  • 88. Company Local company top 3 veterinary pharmaceutical industry
  • 89. Company Local company top 3 veterinary pharmaceutical industry Problem definition Lack of effective communication tools for the implementation of an internal strategy
  • 90. Company Local company top 3 veterinary pharmaceutical industry Problem definition Lack of effective communication tools for the implementation of an internal strategy Goal Use new media tools to see if this can increase the effectiveness of the message
  • 91. Company Local company top 3 veterinary pharmaceutical industry Problem definition Lack of effective communication tools for the implementation of an internal strategy Goal Use new media tools to see if this can increase the effectiveness of the message Tool Podcasting
  • 92. Organisation
  • 93. Organisation Core Team
  • 94. Organisation Determines subject and persons Core Team
  • 95. Organisation Determines subject and persons Podcast Executive Team Core Team
  • 96. Organisation Determines subject and persons Host + technician ‘On the road’ Podcast Executive Team Core Team
  • 97. Organisation Determines subject and persons Host + technician ‘On the road’ Podcast Executive Team Core Team Interviewees
  • 98. Organisation Determines subject and persons Host + technician ‘On the road’ Podcast Executive Team Core Team The ‘Chosen Ones’ Interviewees
  • 99. How to engage?
  • 100. How to engage? Core Message i.e. brand, strategy, new product development
  • 101. How to engage? Competition Core Message i.e. brand, strategy, new product development
  • 102. How to engage? Competition New R&D projects Core Message i.e. brand, strategy, new product development
  • 103. How to engage? Competition New R&D projects Connection Core Message local/ i.e. brand, strategy, international new product development
  • 104. How to engage? Competition New R&D projects Connection Core Message local/ i.e. brand, strategy, international new product development Objective setting
  • 105. How to engage? Competition New R&D projects Connection Core Message local/ i.e. brand, strategy, international new product development Objective setting Sales updates
  • 106. How to engage? Competition New R&D projects Connection Core Message local/ i.e. brand, strategy, international new product development Objective setting Sales updates Q&A
  • 107. How to engage? Competition New R&D Human interest projects Connection Core Message local/ i.e. brand, strategy, international new product development Objective setting Sales updates Q&A
  • 108. How to engage? Competition How do your New R&D colleagues Human interest projects live? Connection Core Message local/ i.e. brand, strategy, international new product development Objective setting Sales updates Q&A
  • 109. How to engage? Competition How do your New R&D colleagues Human interest projects live? Connection Core Message local/ Gossip, international strange i.e. brand, strategy, stories new product development Objective setting Sales updates Q&A
  • 110. How to engage? Competition How do your New R&D colleagues Human interest projects live? Connection Core Message local/ Gossip, international strange i.e. brand, strategy, stories new product development Objective setting Music Sales updates Q&A
  • 111. How to engage? Competition How do your New R&D colleagues Human interest projects live? Connection Core Message local/ Gossip, international strange i.e. brand, strategy, stories new product development Objective setting Music Sales updates Q&A
  • 112. Communication ways
  • 113. Communication ways
  • 114. Communication ways
  • 115. Communication ways
  • 116. The ultimate engagement tool
  • 117. The ultimate engagement tool
  • 118. Format Frequency Audio podcast Weekly Video podcast Monthly Special Edition video On request
  • 119. Format Frequency Audio podcast Weekly Video podcast Monthly Special Edition video On request
  • 120. Format Frequency Audio podcast Weekly Video podcast Monthly Special Edition video On request
  • 121. Format Frequency Audio podcast Weekly Video podcast Monthly Special Edition video On request
  • 122. Format Frequency Audio podcast Weekly Video podcast Monthly Special Edition video On request Delivered on employees’ iPod at home through a secured service
  • 123. Results Listeners Episode
  • 124. Results Listeners Episode
  • 125. Results Listeners Episode
  • 126. Other examples we’ve done or working on
  • 127. Other examples we’ve done or working on Product launches
  • 128. Other examples we’ve done or working on Product launches Best (marketing, R&D,...) practices
  • 129. Other examples we’ve done or working on Product launches Best (marketing, R&D,...) practices Training (CPD)
  • 130. Other examples we’ve done or working on Product launches Best (marketing, R&D,...) practices Training (CPD) Congresses/seminars
  • 131. Other examples we’ve done or working on Product launches Best (marketing, R&D,...) practices Training (CPD) Congresses/seminars Company Brand Identity
  • 132. Lessons learnt
  • 133. Lessons learnt Get an evangelist
  • 134. Lessons learnt Get an evangelist Prepare
  • 135. Lessons learnt Get an evangelist Prepare Be patient
  • 136. Lessons learnt Get an evangelist Prepare Be patient Start simple
  • 137. Lessons learnt Get an evangelist Prepare Be patient Start simple Be (sort of) friends with your IT
  • 138. Lessons learnt Get an evangelist Prepare Be patient Start simple Be (sort of) friends with your IT Sales Reps really like it
  • 139. Podcasting
  • 140. Podcasting Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 141. Podcasting Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 142. Podcasting Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 143. Podcasting Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 144. Podcasting Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 145. WE B Podcasting APP 2.0 RO VED Effective ✔ Top down, horizontal, bottom up ✔ Time shifted ✔ Innovative ✔ Engaging ✔
  • 146. My take home message
  • 147. My take home message
  • 148. www.digiredo.nl