Unconventional branding via Web 2.0
INMA - Branding/Line Extension Seminar, 01.10.2008, Vienna
Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die
ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet.
Alle Rechte vorbehalten.
Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 2

Thesis 1:
Web 2.0 is a perpetual conversation
Thesis 2:
Brands and Mainstream Media are not in the driver seat
any more - it is the active user
Thesis 3:
Users believe in other users opinions more than in
company broadcasting
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publishing vs. conversation
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„Search“ is the new Gatekeeper
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Relevance of search
» „Search“ is the most frequent
action of Web-Users!
» 72% of all following clicks are
based on SEO
» SEO means being found although
the User didn‘t even know that he
was loking for us
» „Search“ delivers a contextually
prequalified audience:
» 0% Wastage!
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How News make it into mass media!
1. Twitter Post from simonk 27.05.2008 at 20:38
Blogpost from helge.at 27.05.2008 at 22:00
ORF Futurezone Article 28.05.2008 at 19:03
Article in German Handelsblatt 30.05.2008 at
11:35 (Print + Online)
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Web 2.0
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Different needs
Media
Companies Telcos Brands
Need Web 2.0 to keep Try to avoid being bit Build your own Media
their Readers. Web pipe. Web 2.0 is based on the brand
2.0 is Media technology + and get in touch with
infrastructure clients directly
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Marketing, Advertising, PR & Branding
Marketing, Advertising, PR and Branding Everybody talks to everybody, the
are disciplines that tend to become consumer turns out to be a Prosumer,
blurred in the new Social Web the passive Couch-Potatoe grows into
the active Mouse-Potatoe
Grafik nach: http://adsoftheworld.com/blog/ivan/2007/apr/11/
the_difference_between_marketing_pr_advertising_and_branding
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Where are you?
Corporate Pragmatism Web 2.0 doctrine
We do Online Powers are shifting Users are the only
activities only with but Corporations can force and power of
direct business profit if they adapt the web
impact
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The 4 steps plan
P People
What is my target group actually doing with Web 2.0 tools?
O Objectives
What do I really want to achieve with these kind of tools?
S Strategy
How do I plan to change my relationship with Clients/Employees/etc.?
T Technology
Which Tools, Paradigms and technical solutions are the ones to choose?
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Knallgrau Case Studies
» Coca-Cola – „Weallspeakfootball“ WM 2006
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Coca-Cola – „Weallspeakfootball“ WM 2006
Rich Media Event-Blogplattform for
Soccer WM 2006: WASF
» Enormous international reachout
» Users from 148 different countries
(domains)
» 56% Traffic from US without direct
marketing
» viral spreading!
» 350+ established Media clippings:
Businessweek, USA Today, BBC,
TIMES, Handelsblatt u.v.m.
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WASF: process and organisation
Homebase Berlin
» huge 220qm flat close to
Kurfürstendamm
» 4 Pro Blogger und 60 Guest-Blogger
from 14 Nations
» 30 days
» Contentstream in Text, Photo, Audio
and Video
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WASF: reachout and numbers
» Strong Start: from 12.-15.5.06 » Reached 2+ Mio people with a
» 28.000+ unique visitors highly emotional campaign
» 229.536 PIs, 4.000 PIs/Tag » Firefix Users: high media literacy
» Spikes around 16./19.6. since int. Users (avg. 10–15%), mostly
Blogs and Business Week linked to immune for standard broadcast
us; avg. 54.000 Hits und 71.500 marketing – better results with
during the tournament. involvement.
» Users from 148 countries (top level
domain): intensive international
reachout
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WASF: “Word-of-mouse“ and heavy linking
Typically blogs need 3-6 months to get to the tipping point – with Coca-Cola we
reached this goal via „word of mouse” and intense linking within the international
Blogosphäre after 14 days.
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WASF: Testimonials
» “We all Speak Football, which is » “Personally I think the most innovative bit
essentially a mash-up of Real World takes of advertising in this world cup has come
on Social Media Revolution takes on from Coke.”
GOOOOOAAALLL. (...) This looks like a
really well crafted and nurtured effort.” » “Coca-Cola has produced one of the most
readable World Cup blogs”
» “(…) I do believe Coke is pushing some The Times
innovative ground here (…) the key here
is to keep the branding and/or
sponsorship pushed as far to the » “It's a good move. (…) What they're
background as possible.” doing now has more energy and verve.”
Business Week
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Case Study : Launch campaign with vistablog.at
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Windows Vistablog - www.vistablog.at
Started with the Launch of Windows
Vista in JAN 2007.
Goals:
» Cover News and Information around
Windows Vista
» How-To Articles, Screenshots,
Videos & Interviews
» Build a sustainable Feedback
Channel
» SEO in context of Windows Vista
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Numbers and facts
» Numbers Nov 2007: » High Google ranking with pro-infos
213 Posts vs 680 comments Example: search string
 highly interactive! \"Installation Experience SP1RC„
» Great numbers: delivers Vistablog as Nr 1!
Juli 2007 28.347
August 2007 32.226 +13%
September 2007 39.611 +22%
Oktober 2007 43.187 +11%
November 2007 45.568 +5%
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Numbers and facts
» Technorati:
Vistablog.at :300 blog reactions
Microsoft.at: 76 blog reactions
» Google Blogsearch:
70 inbound links to Vistablog.at
29 inbound links to Microsoft.at
» Google Ranking:
Vistablog.at Ranking 4
Microsoft.at Ranking 6
» Live Search: 351 Links to Vistablog.at
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Success factors
» Authenticity » Listen to the Community
» Direct communication with the end » Cover local needs and discussions
user at eye level » Deliver to the user when they want
» Coverage of new target groups hard (RSS)
to reach with traditional methods &
channels
» High credibility in the seeding
“There is a discussion going on with
process
highly local relevant and very up-to-date
content. We use the blog as a dialog
instrument to offer content that
community is asking for”
Quelle: MSFT Austria
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Case Study: BMW Gina Light Visionary Model
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Case Study: BMW-web.tv
http://www.bmw-web.tv http://youtube.com/user/BMWwebTV
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Erfolgsfaktoren
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What is Knallgrau?
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Knallgrau: clients
Ippen-Gruppe
Angebotspräsentation Frauenportal der Styria Multimedia AG & Co KG, Wien am 30.09.2008 28

Antworten
dieter.rappold@knallgrau.at
Knallgrau New Media Solutions
Pezzlgasse 7/1
1170 Wien
http://www.knallgrau.at
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