How Brands can influence Consumer Behavior in a 2.0 World Web Innovation 2009 Gurgaon, 29.04.2009 Sandeep Bansal Founder Director, eBusiness Interactive

1.0 to 2.0 Britannica Personal Websites Page Views Publish CMS Directories Stickiness Wikipedia Blogs CPC Participate Wiki Tags Syndication

Britannica

Personal Websites

Page Views

Publish

CMS

Directories

Stickiness

Wikipedia

Blogs

CPC

Participate

Wiki

Tags

Syndication

Web 2.0 Power to People

clusters of Influencers YOU ME HIM HER

Brand Collection of Experience & Associations across all forms of Interactions

Consumers Basic Expectations Trust & Competence 2.0 Landscape Consumers trust people like them

Photo Credit: http://www.flickr.com/photos/svenwerk/107267802/ so where to start

everywhere

Adopting Interactions Corporate Blogs Multimedia Content Advisory Services Facilitation Networks Community Initiatives Virtual World elements Resource Syndication

Corporate Blogs

Multimedia Content

Advisory Services

Facilitation Networks

Community Initiatives

Virtual World elements

Resource Syndication

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

Depth of Engagement Recommendable Attractive Interactive Need fulfillment Useful Pillars of Social Interaction Enjoy Using Talks to ME Reacts to ME Benefit MY friends?

People Cluster Image build Communities Photo Credit: http://www.flickr.com/photos/sifah/414239977/

Communities Collaboration Democracy Transparency

Communication Broadcasting won’t influence , Facilitation will

Tell Advertise One to Many Reviews Broadcast Brand Loyalists Social Media Landscape Talk Socialize Many to Many Recommends Facilitate Brand Friends Objectives Action

Tell

Advertise

One to Many

Reviews

Broadcast

Brand Loyalists

Challenges Acquiring Internal Sponsors Compliance Metrics Vacuum

Acquiring Internal Sponsors

Compliance

Metrics Vacuum

To influence Consumer Behavior in Web 2.0 Make People Friends

How Brands can influence Consumer Behavior in a 2.0 World Web Innovation 2009 Gurgaon, 29.04.2009 Sandeep Bansal Founder Director, eBusiness Interactive