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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...
Speakers


Brice Le Blévennec (FR)
President
Emakina



Christian Verschaeren (NL)
Creative Consultant
Emakina



Olivier ...
Agenda



1   Marketing 2.0
      A new consumer in a new era


2   Web 2.0 Concretely
      What does the consumer do onl...
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
8
9
10
11
12
13
In a new era

 from information
to conversation…


                    14
From information to conversation

                              The Internet BEFORE quot; top down:
                      ...
From information to conversation

                             The Internet NOW quot; bottom-up:
                         ...
From information to conversation


It’s about conversation, cooperation, and
empowerment of the masses… “SOCIAL COMPUTING”...
Web 2.0 concretely
What does the consumer do online?
Brice Le Blévennec
President
Emakina
19
Marketing 2.0


Three reasons why are these applications so successful:

1. Because it’s 100% user-centric

2. Because of ...
« … au delà des blogs de marque,
                           l'avenir est aux médias interpersonnels.
                     ...
What DO consumers do

1   Blogs

2   Podcasting/vodcasting

3   Video sharing

4   Photo sharing

5   Collaborative conten...
Blog

Blogs
                          Blogs = personal online diaries
Podcasting
vodcasting
                          Blog...
A media sales rep
specialized in the
blogosphere…
What does the consumer do online?

Blogs
                            They have an impact…
                              E....
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs                   Podcast (sound) and vodcast (video)
                        do ...
35
36
37
Podemus
! Index of popular podcasts
  for the French audience
! Organized per popularity
  ranking or category
! Covers ma...
Odeo
! Index of popular podcasts in
  multiple formats
! Organized per popularity
  ranking or category
! Also business po...
Yahoo Podcasts
    Index of popular podcasts
!
    Organized per category
!
    Organizer per tag word
!
    Subscribe or ...
iTunes Podcasts
! High quality index
! Extension of user-friendly
  iTunes software
! Easy download to popular
  iPod form...
42
What does the consumer do online?

Blogs
                        Sharing of personal and branded video in a web format
Pod...
Google Video
! Popular search engine goes
  beyond text
! Extremely popular streaming
  platform
! Editorial acceptance gu...
YouTube
! Extremely popular streaming
  platform
! Upload video in any format
  and youtube server converts
  them to popu...
Yahoo Video
! Organized by editorial
  selection, popularity,
  categories and tags
! Mix of user generated
  content and ...
AOL Video
! Also location based
  categories
! Extensive commenting
! Organized by editorial
  selection, popularity,
  ca...
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 previe...
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

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs
                        Online photo albums
                        Shared with f...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
What does the consumer do online?

Blogs                    Collaborative content:
Podcasting
vodcasting

Video sharing

P...
What does the consumer do online?

Blogs                        Social bookmarking:
Podcasting
vodcasting
                ...
98
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative content

Soci...
Blogs

Podcasting
vodcasting

Video sharing

Photo sharing

Collaborative
     content

Social bookmarking

Social network...
What does the consumer do online?

Blogs
                     Really Simple Syndication
Podcasting
vodcasting
            ...
What does the consumer do online?

Blogs

Podcasting
vodcasting

Video sharing

                                          ...
What does the consumer do online?

Blogs                    Widget (or Gadgets) are a new
                     !
         ...
Marketing 2.0 concretely

Blogs                E.g. here our idea
                        (currently being built):
Podcast...
Marketing 2.0 concretely

Blogs
                     Startup pages that need widgets:
Podcasting
vodcasting

Video sharing...
Threats & opportunities
Do’s & don'ts
Olivier De Doncker
Communication Manager
Christian Verschaeren
Creative Consultant E...
Threats & opportunities of Marketing 2.0


                        The ideal case:
                        ! The VW GTI ca...
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
  E...
He made some jokes
Threats & opportunities of Marketing

What NOT to do: The “Exell vs. Blogger” case
! Decision of court clearly choosed fre...
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 V...
Conclusions


                           The solution for brands?
                           quot; Remember the magic word...
Conclusion

                           The solution for brands?
                           quot; Understand the context


...
Conclusion

The solution for brands?
quot; Use these existing networks to your advantages, i.e.

1. Monitor what’s happeni...
Conclusion



  Your brand       Emakina         Web 2.0




Mission :
Emakina want to be the
quot;Web 2.0 agencyquot; of ...
Conclusion

  Your brand      Emakina              Web 2.0


Tactics :
! Monitor blogs & buzz about your brands & products...
Conclusion

  Your brand            Emakina                   Web 2.0


Actions :
                                        ...
Marketing 2.0 increases efficiency of
       the existing interactive marketing
       tactics but does not replace them

...
Customer Relationship




              Promotions
                                                                   Segm...
Customer Relationship




              Promotions
                                                                   Segm...
Multi-Channel Approach



          Above the line
             Agency


                                  World Wide Web
...
E-Marketing Strategies


Objectives                Mechanics

                                    #
                      ...
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 ...
The objectives


! Correct the price perception
   “No, VW is not an (more) expensive
     brand”

! Make youngsters redis...
The target:
For them, there are no “new media”,
 connecting virtually is how they live




                               ...
The strategy


           If we want to appeal to them, we need to create a platform
               which is…


          ...
The strategy


…exploiting at best today’s youth ecosystem:



     VW.be:
     product-
      driven




    Separated,
 ...
The strategy


…with as core message:


            Emotional representation of the car:
           autonomy, independence...
The creative


“EscapeTV”:
   a multimedia participative magazine


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




                         176
The campaign

From teasing to launch:

                    WK-1                  WK-3          WK-4
    WK-0              ...
> To the casting site
            178
179
> To the Escape TV site

               180
The results, so


First key figures

! Teasing phase (08 - 29/05):

                      100.000 visits
                 ...
The conclusions, so


                    3 reasons why this campaign makes sense:

It’s “more”, it’s different, it’s hype...
VW – Emakina collaboration model



                                                      End-to-end project reporting



...
Appendixes
Interesting: this diagram
      has been found on
                  Flickr…

        *See also: http://
jeremiahthewebprop...
*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
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era
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Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era

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The new Web 2.0 applications are dramatically changing the consumer behaviour.
Blogs, podcasts, social networks, wikis... More than ever, the consumer is in control and can make his/her voice heard. Together with our experts, explore the new challenges, threats and opportunities offered by Web 2.0. Stop broadcasting: engage a conversation with your target.

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

  1. 1. Marketing 2.0 Discover the new consumer at the Web 2.0 era Emakina Academy Monday 26/06/2006
  2. 2. 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
  3. 3. Speakers Brice Le Blévennec (FR) President Emakina Christian Verschaeren (NL) Creative Consultant Emakina Olivier De Doncker (FR) Communication Manager Emakina 3
  4. 4. 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
  5. 5. Emakina? Watch this… 5
  6. 6. Marketing 2.0 A new consumer in a new era Christian Verschaeren Creative Consultant Emakina
  7. 7. A new consumer with more power than ever… 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  14. 14. In a new era from information to conversation… 14
  15. 15. From information to conversation The Internet BEFORE quot; 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
  16. 16. From information to conversation The Internet NOW quot; 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”, quot; In such a context, “word of mouth” is the n°1 influencer… Paul Beelen 16
  17. 17. From information to conversation It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING” 17
  18. 18. Web 2.0 concretely What does the consumer do online? Brice Le Blévennec President Emakina
  19. 19. 19
  20. 20. 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 quot; It gets back to Internet basics: distribution of all type of content through sharing and networking 20
  21. 21. « … 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
  22. 22. 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
  23. 23. 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
  24. 24. A media sales rep specialized in the blogosphere…
  25. 25. 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
  26. 26. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks Widgets 31
  27. 27. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 32
  28. 28. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 33
  29. 29. 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
  30. 30. 35
  31. 31. 36
  32. 32. 37
  33. 33. Podemus ! Index of popular podcasts for the French audience ! Organized per popularity ranking or category ! Covers many themes: sports, TV, culture, business 38
  34. 34. Odeo ! Index of popular podcasts in multiple formats ! Organized per popularity ranking or category ! Also business podcasts 39
  35. 35. Yahoo Podcasts Index of popular podcasts ! Organized per category ! Organizer per tag word ! Subscribe or get notified of ! streams per your interest 40
  36. 36. iTunes Podcasts ! High quality index ! Extension of user-friendly iTunes software ! Easy download to popular iPod format ! Full previews on feeds 41
  37. 37. 42
  38. 38. 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
  39. 39. 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
  40. 40. YouTube ! Extremely popular streaming platform ! Upload video in any format and youtube server converts them to popular Flash format ! Related content tagging
  41. 41. Yahoo Video ! Organized by editorial selection, popularity, categories and tags ! Mix of user generated content and advertisements ! Upload own content
  42. 42. AOL Video ! Also location based categories ! Extensive commenting ! Organized by editorial selection, popularity, categories and tags
  43. 43. Vimeo ! Strong focus on user generated content ! Extremely user-friendly ! Extensive commenting ! Organized by tags
  44. 44. Grouper ! Strong focus on user generated content ! Organized by content groups ! Organized by categories ! Good preview techniques ! Unlimited U/D-load
  45. 45. ClickTV ! TV & Video commenting inline
  46. 46. iFilm ! Focussing also on viral video ! Integrated forums
  47. 47. JumpCu t ! InBrowser video creation ! Browser by movie category but also by authors
  48. 48. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 64
  49. 49. 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
  50. 50. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 80
  51. 51. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 81
  52. 52. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 82
  53. 53. 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
  54. 54. 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
  55. 55. 98
  56. 56. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 109
  57. 57. Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 120
  58. 58. 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
  59. 59. 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
  60. 60. 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
  61. 61. 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 quot;add to my listquot; 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
  62. 62. 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
  63. 63. Threats & opportunities Do’s & don'ts Olivier De Doncker Communication Manager Christian Verschaeren Creative Consultant Emakina
  64. 64. 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
  65. 65. A smart combination of more traditional e-marketing with Marketing 2.0 techniques 137
  66. 66. A product website
  67. 67. Webvertising
  68. 68. A blog
  69. 69. Video sharing
  70. 70. A ringtone
  71. 71. Even a fake sale on eBay
  72. 72. Other ideas…
  73. 73. And now, what NOT to do… 149
  74. 74. 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
  75. 75. He made some jokes
  76. 76. 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 quot; If you care about PR, you should care about blogs 152
  77. 77. Conclusions Brice Le Blévennec President Emakina
  78. 78. 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
  79. 79. Conclusions The solution for brands? quot; Remember the magic words: “User generated” “Social” “Disaggregation” “Collective knowledge” “Conversation” See: “Les Jeunes et Internet” report, Le Journal du Net 156
  80. 80. Conclusion The solution for brands? quot; 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
  81. 81. Conclusion The solution for brands? quot; 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
  82. 82. Conclusion Your brand Emakina Web 2.0 Mission : Emakina want to be the quot;Web 2.0 agencyquot; of brands. Strategy : Be your brand guardian in this complex Web 2.0 network. 159
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. 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
  87. 87. 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
  88. 88. 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
  89. 89. 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
  90. 90. The Agency of the Future? 167
  91. 91. VW Escape TV Case study Brice Le Blévennec Chief Creative Officer Emakina
  92. 92. 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
  93. 93. 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
  94. 94. The target: For them, there are no “new media”, connecting virtually is how they live 171
  95. 95. 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
  96. 96. The strategy …exploiting at best today’s youth ecosystem: VW.be: product- driven Separated, lifestyle- Webosphere: driven Blogs Forums platform … 173
  97. 97. The strategy …with as core message: Emotional representation of the car: autonomy, independence, grown-up… “I have a car quot; I’m free to live my fun moments” quot; “Free Yourself” 174
  98. 98. 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
  99. 99. About cool “VW-related” stuff: Music Movies Sport 176
  100. 100. 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
  101. 101. > To the casting site 178
  102. 102. 179
  103. 103. > To the Escape TV site 180
  104. 104. 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
  105. 105. 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
  106. 106. 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
  107. 107. Appendixes
  108. 108. Interesting: this diagram has been found on Flickr… *See also: http:// jeremiahthewebprophet. blogspot.com/2006/06/ many-forms-of-social- computing-see.html 185
  109. 109. *See: http:// www.flickr.com/photos/ niallkennedy/102935116/ 186
  110. 110. Questions? Thank you 187
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