What is important to establish a web2.0 brand and what can established brands learn from this? Presented for

construktiv GmbH (founded and operates Mister Wong) Founded: 1997 Locations: Bremen & Berlin Employees: 60 total (ca. 15/25/20 Agency / Online Marketing / Web 2.0) CEO: Kai Tietjen

Founding/Background Start: March 2006 Founder: Kai Tietjen, owner of construktiv GmbH Target Group: all active internet users Unique Visitors September 2007: 2,604,652 Mister Wong is the largest and fastest growing social bookmarking portal for the German speaking market and second worldwide after del.icio.us

Founding/Background

Start: March 2006

Founder: Kai Tietjen, owner of construktiv GmbH

Target Group: all active internet users

Unique Visitors September 2007: 2,604,652

Mister Wong is the largest and fastest growing social bookmarking

portal for the German speaking market and second worldwide after

del.icio.us

Social Bookmarking: Approach&Concept Save favourites (Bookmarks) from the web and categorise them with keywords (Tags) Worldwide access to bookmarks, independent from local server Share bookmarks with other users, discover new websites New form of searching for relevant content

Social Bookmarking: Approach&Concept

Save favourites (Bookmarks) from the web and categorise them with keywords (Tags)

Worldwide access to bookmarks, independent from local server

Share bookmarks with other users, discover new websites

New form of searching for relevant content

7 keys to build a successful web2.0 site Close contact to the community and best support for your users Be innovative: create features, that let the people come again and again Markets are conversations, offer space and and reasons for discussions Go viral! Unconventional actions create new links to your service Be present: Visit every event, which is relevant for your portal Do it because you love it, not because you will sell it to Google!

7 keys to build a successful web2.0 site

Close contact to the community and best support for your users

Be innovative: create features, that let the people come again and again

Markets are conversations, offer space and and reasons for discussions

Go viral! Unconventional actions create new links to your service

Be present: Visit every event, which is relevant for your portal

Do it because you love it, not because you will sell it to Google!

How to be a smart web2.0-marketer Your big brand is not the key to engage people: the reason and the attraction of your idea will fascinate the people Make your service open: offer connections to existing web2.0 players Keep it simple: Your audience is not that geeky than you think Be careful: the web2.0 community is not a free ressource to spread your messages A brand community is hard to create: single actions that are unique sometimes get more attention (example: www.dylanmessaging.com) Don´t forget: Your goal, your tracking, Tracking, SEO

How to be a smart web2.0-marketer

Your big brand is not the key to engage people: the reason and the

attraction of your idea will fascinate the people

Make your service open: offer connections to existing web2.0 players

Keep it simple: Your audience is not that geeky than you think

Be careful: the web2.0 community is not a free ressource to spread

your messages

A brand community is hard to create: single actions that are unique

sometimes get more attention (example: www.dylanmessaging.com)

Don´t forget: Your goal, your tracking, Tracking, SEO

construktiv Agency for Online + Print + PR Christian Clawien Haferwende 1 28357 Bremen Telephone: 0421/27 86 70 Fax: 0421/20 70 978 [email_address] www.construktiv.de