How brands can influence consumer behavior in the web 2.0 World

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This presentation explains how consumers interact with brands in the web 2.0 world. More importantly, how brands can influence consumer behavior using practically infinite choice of points of …

This presentation explains how consumers interact with brands in the web 2.0 world. More importantly, how brands can influence consumer behavior using practically infinite choice of points of contact. It also describes some key components of a successful social media initiative.

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  • 1. How Brands can influence Consumer Behavior in a 2.0 World Web Innovation 2009 Gurgaon, 29.04.2009 Sandeep Bansal Founder Director, eBusiness Interactive
  • 2. 1.0 to 2.0
        • Britannica
        • Personal Websites
        • Page Views
        • Publish
        • CMS
        • Directories
        • Stickiness
        • Wikipedia
        • Blogs
        • CPC
        • Participate
        • Wiki
        • Tags
        • Syndication
  • 3. Web 2.0 Power to People
  • 4.  
  • 5.  
  • 6. clusters of Influencers YOU ME HIM HER
  • 7. Brand Collection of Experience & Associations across all forms of Interactions
  • 8. Consumers Basic Expectations Trust & Competence 2.0 Landscape Consumers trust people like them
  • 9.  
  • 10. Photo Credit: http://www.flickr.com/photos/svenwerk/107267802/ so where to start
  • 11. everywhere
  • 12. Adopting Interactions
        • Corporate Blogs
        • Multimedia Content
        • Advisory Services
        • Facilitation Networks
        • Community Initiatives
        • Virtual World elements
        • Resource Syndication
  • 13. Interaction Landscape Web Site Company Information Products & Services Customer Service Blogs Company Insights Customer Research Engaging Community Industry Insight Product Development Resourceful Ownership Permanence Social Networks Friendly Helpful Outreach Apps Advertising Core Values Brand Message
  • 14. Depth of Engagement Recommendable Attractive Interactive Need fulfillment Useful Pillars of Social Interaction Enjoy Using Talks to ME Reacts to ME Benefit MY friends?
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19. People Cluster Image build Communities Photo Credit: http://www.flickr.com/photos/sifah/414239977/
  • 20. Communities Collaboration Democracy Transparency
  • 21. Communication Broadcasting won’t influence , Facilitation will
  • 22.
    • Tell
    • Advertise
    • One to Many
    • Reviews
    • Broadcast
    • Brand Loyalists
    Social Media Landscape Talk Socialize Many to Many Recommends Facilitate Brand Friends Objectives Action
  • 23. Challenges
        • Acquiring Internal Sponsors
        • Compliance
        • Metrics Vacuum
  • 24. To influence Consumer Behavior in Web 2.0 Make People Friends
  • 25. How Brands can influence Consumer Behavior in a 2.0 World Web Innovation 2009 Gurgaon, 29.04.2009 Sandeep Bansal Founder Director, eBusiness Interactive