Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era

Marketing 2.0 Discover the new consumer at the Web 2.0 era Emakina Academy Monday 26/06/2006

Introduction ! You’ve heard some rumours about Web 2.0, you even may have gotten a presentation about it ! Most of the time our customers say “Nice, but what does it practically mean” ! Today is show & tell and we will tell you the impact it has on your customers and consumers ! This seminar is part 1 of 2 and is mostly focused on B2C; in September we will have another session focused on B2B applications ! But even B2B people will enjoy the show as even B2B people and customers do surf and consume the web and form their opinion via different means than newspapers but while playing golf, discussing with friends, reading an email from a colleague or partner or watching an article or video testimonial… 2

Speakers Brice Le Blévennec (FR) President Emakina Christian Verschaeren (NL) Creative Consultant Emakina Olivier De Doncker (FR) Communication Manager Emakina 3

Agenda 1 Marketing 2.0 A new consumer in a new era 2 Web 2.0 Concretely What does the consumer do online? 3 Threats and opportunities Do’s and Don’ts 4 Emakina, your Web 2.0 Agency How we can help you? 5 Marketing 2.0 Case : VW Escape TV By Emakina 4

Emakina? Watch this… 5

Marketing 2.0 A new consumer in a new era Christian Verschaeren Creative Consultant Emakina

A new consumer with more power than ever… 7

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In a new era from information to conversation… 14

From information to conversation The Internet BEFORE \" top down: from the brand to the consumer, like offline But… consumers perfectly know they’re marketed to, they’ve “62% of global teens are become more reluctant to advertising… preferring the “neutral” apathetic about marketing and advertising”, opinion of their peers … in an environment that make it easier than from “The new generation of global ever to share and be heard youth”, Energy BBDO 15

From information to conversation The Internet NOW \" bottom-up: “It’s about conversation, cooperation, and empowerment of the masses. This time it’s bottom-up, instead of top-down”* Consumers have created their social networks & they’re constantly engaged in these whole virtually connected world From “Advertising 2.0”, \" In such a context, “word of mouth” is the n°1 influencer… Paul Beelen 16

From information to conversation It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING” 17

Web 2.0 concretely What does the consumer do online? Brice Le Blévennec President Emakina

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Marketing 2.0 Three reasons why are these applications so successful: 1. Because it’s 100% user-centric 2. Because of interoperability : you can combine Web 2.0 applications to create something new (mash-ups) 3. Because it’s search engine-friendly \" It gets back to Internet basics: distribution of all type of content through sharing and networking 20

« … au delà des blogs de marque, l'avenir est aux médias interpersonnels. Aujourd'hui, 85 % du contenu sur le Web sont produits par des particuliers. Les marques n'auront jamais suffisamment de puissance pour maîtriser cela. Elles doivent participer à ce mouvement, en prenant la parole sur les blogs, les forums, les sites persos. »* See: “Les Jeunes et Internet” report, Le Journal du Net 21

What DO consumers do 1 Blogs 2 Podcasting/vodcasting 3 Video sharing 4 Photo sharing 5 Collaborative content 6 Social bookmarking 7 Social networks 8 RSS 9 Widgets 22

Blog Blogs Blogs = personal online diaries Podcasting vodcasting Blog potential in Europe:* Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Why is it so successful? Widgets *Source: ! You can express yourself! FastBridge ! Easy to update, no technical knowledge required See also: ! New technologies, allowing content sharing and search “Blog, Podcast and RSS Advertising Outlook”, www.pqmedia.com 23

A media sales rep specialized in the blogosphere…

What does the consumer do online? Blogs They have an impact… E.g. “Dell Hell” Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks Widgets See: “Measuring bloggers’ influence on corporate reputation”, www.onalytica.com 30

What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks Widgets 31

What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 32

What does the consumer do online? Blogs Podcast (sound) and vodcast (video) do the same as blog does for text Podcasting vodcasting Video sharing E.g. amateur Rocketboom: 2mio downloads / day, Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets Why is it so successful? ! Not limited to TV hours but 24/24h ! Anyone, anytime, any skill contribution 34

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Podemus ! Index of popular podcasts for the French audience ! Organized per popularity ranking or category ! Covers many themes: sports, TV, culture, business 38

Odeo ! Index of popular podcasts in multiple formats ! Organized per popularity ranking or category ! Also business podcasts 39

Yahoo Podcasts Index of popular podcasts ! Organized per category ! Organizer per tag word ! Subscribe or get notified of ! streams per your interest 40

iTunes Podcasts ! High quality index ! Extension of user-friendly iTunes software ! Easy download to popular iPod format ! Full previews on feeds 41

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What does the consumer do online? Blogs Sharing of personal and branded video in a web format Podcasting ! Files from individuals: vodcasting “consumer generated Video sharing video content” Photo sharing ! But also from brands who try to catch the audience Collaborative content Social bookmarking Social networks RSS Why is it so successful? Widgets ! You can fully express yourself! ! The video format, which is the richest emotionally ! The technology, allowing content sharing and search 46

Google Video ! Popular search engine goes beyond text ! Extremely popular streaming platform ! Editorial acceptance guideliness ! Initial focus on public videos, now also consumer generated videos

YouTube ! Extremely popular streaming platform ! Upload video in any format and youtube server converts them to popular Flash format ! Related content tagging

Yahoo Video ! Organized by editorial selection, popularity, categories and tags ! Mix of user generated content and advertisements ! Upload own content

AOL Video ! Also location based categories ! Extensive commenting ! Organized by editorial selection, popularity, categories and tags

Vimeo ! Strong focus on user generated content ! Extremely user-friendly ! Extensive commenting ! Organized by tags

Grouper ! Strong focus on user generated content ! Organized by content groups ! Organized by categories ! Good preview techniques ! Unlimited U/D-load

ClickTV ! TV & Video commenting inline

iFilm ! Focussing also on viral video ! Integrated forums

JumpCu t ! InBrowser video creation ! Browser by movie category but also by authors

What does the consumer do online? Blogs Online photo albums Shared with friends, Podcasting vodcasting family, colleagues Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets Why is it so successful? ! You can express yourself! ! The photo format, which is highly emotional ! The technology, allowing content sharing and search 65

What does the consumer do online? Blogs Collaborative content: Podcasting vodcasting Video sharing Photo sharing Wikipedi a Collaborative content ! A free-content encyclopedia ! Written collaboratively by Social bookmarking volunteers, allowing articles to be changed by anyone with access to the website Social networks ! Claimed to be as accurately as Encyclopedia Britannica RSS Widgets *See: www.wikipedia.com 83

What does the consumer do online? Blogs Social bookmarking: Podcasting vodcasting E.g. Del.icio.us*: Video sharing – Bookmarked shared Photo sharing between people: the power of many Collaborative content Social – You can add bookmarks to bookmarking your list and categorize Social networks them RSS Widgets *See: http://del.icio.us 97

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Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 120

What does the consumer do online? Blogs Really Simple Syndication Podcasting vodcasting ! Before: you visit many sites to Video sharing stay informed… but many of them will have changed since Photo sharing your last visit… it takes time… Collaborative content Social bookmarking ! Now: the solution: “really simple syndication” Social networks RSS Widgets 121

What does the consumer do online? Blogs Podcasting vodcasting Video sharing News feed can be Photo sharing refurnished via RSS Collaborative content RSS Content can be pushed to modern Social bookmarking screensavers Social networks RSS Or simply pushed to convenience of customer desktop screen Widgets 122

What does the consumer do online? Blogs Widget (or Gadgets) are a new ! category of mini- application Podcasting vodcasting designed to provide information, useful lookup, or enhance an Video sharing application or service on your Photo sharing Computer or the Web. Collaborative content A widget is a little piece of content ! Social bookmarking or functionality provided by a third party that you can place on your Social networks website. Technically, it's just a RSS snippet of HTML and/or JavaScript that you can manage like any other Widgets content on your website. 123

Marketing 2.0 concretely Blogs E.g. here our idea (currently being built): Podcasting vodcasting A widget that users can easily ! Video sharing place on their blog, MySpace or website Photo sharing It lists the 3 movies they ! have seen recently Collaborative content + rate & review They can rate the movie by giving ! Social bookmarking it stars, if they wrote a review on their blog it gets a link in the widget Social networks There's the Technorati link, an ! RSS IMDB link (the biggest DB of movie reviews), and an \"add to my list\" link for other DVD Post users Widgets The incentive for putting the widget on your blog is a point ! system, for every 100 clicks you get an extra movie, every new member through your widget, another movie etc. 129

Marketing 2.0 concretely Blogs Startup pages that need widgets: Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 130

Threats & opportunities Do’s & don'ts Olivier De Doncker Communication Manager Christian Verschaeren Creative Consultant Emakina

Threats & opportunities of Marketing 2.0 The ideal case: ! The VW GTI campaign*, won the Cannes Cyber Lions in “Integrated campaign & websites” ! Why? – Because it’s a smart combination of more traditional e-marketing with Marketing 2.0 techniques – With a relevant concept and message *See: http:// www.cpbgroup.com/ awards/ vwgtiintegrated.html 136

A smart combination of more traditional e-marketing with Marketing 2.0 techniques 137

A product website

Webvertising

A blog

Video sharing

A ringtone

Even a fake sale on eBay

Other ideas…

And now, what NOT to do… 149

Threats & opportunities of Marketing 2.0 What NOT to do: The “Exell vs. Blogger case” ! Consumer buys a laptop at Exell and detects a security issue ! He waits one year (!!) and finally gets his laptop back… but the security issue is not fixed ! Argument in the City 2 shop 150

He made some jokes

Threats & opportunities of Marketing What NOT to do: The “Exell vs. Blogger” case ! Decision of court clearly choosed freedom of speech vs. trademark violation The trial spreads throughout the blogosphere… ! with huge brand damages for Exell Should you be afraid of NO, they are human beings just like you, bloggers? but they can speak very, very loud Should you engage a YES, don’t underestimate the power of conversation with them? blogosphere \" If you care about PR, you should care about blogs 152

Conclusions Brice Le Blévennec President Emakina

Peter Chane, Google Video [People] like to watch ads, which really surprised me. We don't take advertising on Google Video yet, so this is a great opportunity for advertisers to reach users for free. I'm bullish on them using the Web to test concepts. http://www.wired.com/wired/archive/14.05/google.html 155

Conclusions The solution for brands? \" Remember the magic words: “User generated” “Social” “Disaggregation” “Collective knowledge” “Conversation” See: “Les Jeunes et Internet” report, Le Journal du Net 156

Conclusion The solution for brands? \" Understand the context It’s no use putting a website online, saying your product/brand is great if half the blogosphere is saying it’s not… See: “Les Jeunes et Internet” report, Le Journal du Net 157

Conclusion The solution for brands? \" Use these existing networks to your advantages, i.e. 1. Monitor what’s happening around your brand 2. Integrate these conversation networks 3. Help these consumers to connect with each other: this is as much important as the message itself 4. Provide them with tools to spread your message 158

Conclusion Your brand Emakina Web 2.0 Mission : Emakina want to be the \"Web 2.0 agency\" of brands. Strategy : Be your brand guardian in this complex Web 2.0 network. 159

Conclusion Your brand Emakina Web 2.0 Tactics : ! Monitor blogs & buzz about your brands & products ! Disseminate brand assets in the Web 2.0 free media ! Develop/Create traffic to current brand web assets ! Report relevant trends, statistics, opportunities 160

Conclusion Your brand Emakina Web 2.0 Actions : propagate content and tags in ! ! digitize, upload and tag videos specialized search engine in YouTube, GoogleVideo, etc. (technorati,, etc.) ! upload, tg, photos and update or create content in ! campaing visuals (flickr, wikis (wikipedia, etc.) photobucket, etc.) promote websites, blogs, url in ! ! bookmarks and tags, create social bookmarking (digg, groups in (del.icio.us, furl, scoopeo, etc.) sprul, etc.) analyse traffic (see Emakina ! ! create user, groups and web analytics offering) animate brands in social develop widgets, create ! networking (myspace, content, launch interactive friendster, etc.) marketing campaign, etc. ! create blogs with all the content, moderate comments (blogger, etc.) 161

Marketing 2.0 increases efficiency of the existing interactive marketing tactics but does not replace them Reac h Marketing 2.0 Classic Interactive Marketing Tactics Evolution 162

Customer Relationship Promotions Segment and Fidelity Mkt Convert to Affiliation Customers CUSTOMERS Games Qualify Self Services Prospects Personalization p hi ns Websites Communicate Mini-sites Develop Message io at el Bannering Branding R Brand Email Marketing Traffic Building Viral Marketing 163

Customer Relationship Promotions Segment and Fidelity Mkt Convert to Affiliation Customers CUSTOMERS Games Self Services Qualify Personalization Prospects Marketing 2.0 p hi ns Websites Communicate Mini-sites Develop Message io Marketing 2.0 at el Bannering Email Marketing Branding R Brand Viral Marketing Traffic Building Marketing 2.0 164

Multi-Channel Approach Above the line Agency World Wide Web IDEAS Integrated communication Email Marketing RICH COMMUNICATION Bannering and Media Planning YOUR Afﬁliate & Fidelity Marketting EMAKINA CUSTOMERS COMPANY Mobile and Geo Marketing Search Engine Marketing IDEAS Integrated communication Buzz and Viral Marketing MARKETING 2.0 Below the line Agency 165

E-Marketing Strategies Objectives Mechanics # # ## Recruit email addresses ## ##### Increase sales volume # ### Customer loyalty ######### Brand awareness ######## Traffic Building ## ## # Lead generation ## ## ## Niche marketing Emakina Search Engine Marketing Games and Promotions recommendations Loyalty programs 1-to-1 Marketing Email Marketing Viral Marketing Marketing 2.0 Bannering Mini-sites 166

The Agency of the Future? 167

VW Escape TV Case study Brice Le Blévennec Chief Creative Officer Emakina

The context ! Volkswagen is loosing market shares among youngsters: – Market share of 19-29: 14,5% ! Why? The brand is perceived as: – “Expensive, inaccessible”: yet, false rationally – Strong in low differentiation criteria: quality, security, reselling value… 169

The objectives ! Correct the price perception “No, VW is not an (more) expensive brand” ! Make youngsters rediscover the brand “OK, VW is quality, design, robustness, driving pleasure…” ! Rejuvenate the brand: a more inspirational approach… “…but it’s also emotions, fun, and dream” 170

The target: For them, there are no “new media”, connecting virtually is how they live 171

The strategy If we want to appeal to them, we need to create a platform which is… “Surprising, different, with “Up-to-date: impact” video, multi- devices “Hype, with “Lively with word of frequent mouth effect” “Beyond update” interaction, participation” 172

The strategy …exploiting at best today’s youth ecosystem: VW.be: product- driven Separated, lifestyle- Webosphere: driven Blogs Forums platform … 173

The strategy …with as core message: Emotional representation of the car: autonomy, independence, grown-up… “I have a car \" I’m free to live my fun moments” \" “Free Yourself” 174

The creative “EscapeTV”: a multimedia participative magazine Multimedia: ! Video and sound at the heart of it ! Available on the web, iPod, PSP and mobile phones Participative: ! The target will intervene in the content, co-creating it Magazine: ! Monthly publication 175

About cool “VW-related” stuff: Music Movies Sport 176

The campaign From teasing to launch: WK-1 WK-3 WK-4 WK-0 WK-2 Hijacking advert Forum, blog rumours LAUNCH! Call for casting/ actors Online casting competition & voting Objective => generate expectation for more! 177

> To the casting site 178

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> To the Escape TV site 180

The results, so First key figures ! Teasing phase (08 - 29/05): 100.000 visits 60.000 unique visitors Average visit length: 3’10’’ # castings: 170 FR + 105 NL ! Launch phase (webvertising not launched yet), after one week: 2 2.000 visitors Average visits/visitors: 1,42 Vodcast subscription: 1.650 181

The conclusions, so 3 reasons why this campaign makes sense: It’s “more”, it’s different, it’s hype; • Trendy design, use of video it speaks to youngsters • Relevant content • Cool, young and fresh tone of voice It touches youngsters where and when • Not only the Internet is relevant they want • But also on their different devices: from iPod to mobile It takes into account the “word of • Multi-presence: the site, iTunes, RSS mouth” aspect of the web 182

VW – Emakina collaboration model End-to-end project reporting Rich & integrated communication - Event coverage - Copywriting, video & Ideas End-to-end project management photo shooting & direction - Video editing LAUNCH! - Site maintenance - Feeds & videocasts Tasks update - E-newsletter management Creation & production 183

Appendixes

Interesting: this diagram has been found on Flickr… *See also: http:// jeremiahthewebprophet. blogspot.com/2006/06/ many-forms-of-social- computing-see.html 185

*See: http:// www.flickr.com/photos/ niallkennedy/102935116/ 186

Questions? Thank you 187

Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era

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