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.

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Engagement in Web 2.0

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

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