Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presenc...
Choosing our web2.0 technologies.
 
 
The cloud
Our audiences and their relationship with us.
brand intimacy
brand engagement
Intimacy  of relationship with brand Level of engagement with brand the SAFE matrix
Intimacy of relationship with brand Level of engagement with brand High Low Low the SAFE matrix High
increased  efficiency improved  learning greater reach deeper  understanding The adoption of a particular technology shoul...
By assessing a technology based upon its communication purpose, it is possible to place it within the SAFE matrix framewor...
Intimacy of relationship with brand Level of engagement with brand High High Low Low Website
Selecting and comparing technologies.
CSF model for ‘Sensory’ Critical success factor Weighting of importance  (multiply by rating) Technology  - can be multipl...
CSF model for ‘Awareness’ Critical success factor Weighting of importance  (multiply by rating) Technology  - can be multi...
CSF model for ‘Functional’ Critical success factor Weighting of importance  (multiply by rating) Technology  - can be mult...
CSF model for ‘Educational’ Critical success factor Weighting of importance  (multiply by rating) Technology  - can be mul...
CSF model for ‘Sensory’ Critical success factor Weighting of importance  (multiply by rating) Technology  - can be multipl...
 
Demonstrating our difference .
 
 
 
 
 
Evaluating the impact on our brand.   Implementation and measurement.
Buzz monitoring tool
 
Brand launch blog statistics <ul><li>Total Views: 25,372 </li></ul><ul><li>Best Day Ever: 8,089 —  Monday, February 4, 200...
The future?
Mobile technologies
New technologies
The brand  ‘experience’  will become more important than the brand  ‘message’ The future?
Feedback, comments, queries or questions. Dean Russell & James Souttar Email: dean.russell@precedent.co.uk Tel: +44 (0)20 ...
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Web 2.0 and Brand: Theory and Practice, James Souttar and Dean Russell, Precedent

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Plenary talk at IWMW 2008

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  • Please use the dd month yyyy format for the date for example 11 January 2008. The main title can be one or two lines long.
  • Web 2.0 and Brand: Theory and Practice, James Souttar and Dean Russell, Precedent

    1. 1. Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar, Precedent Communications 22 July 2008
    2. 2. Choosing our web2.0 technologies.
    3. 5. The cloud
    4. 6. Our audiences and their relationship with us.
    5. 7. brand intimacy
    6. 8. brand engagement
    7. 9. Intimacy of relationship with brand Level of engagement with brand the SAFE matrix
    8. 10. Intimacy of relationship with brand Level of engagement with brand High Low Low the SAFE matrix High
    9. 11. increased efficiency improved learning greater reach deeper understanding The adoption of a particular technology should be assessed by the benefits this provides to the organisation & brand communication based on each communication type, as outlined below. the SAFE matrix
    10. 12. By assessing a technology based upon its communication purpose, it is possible to place it within the SAFE matrix framework usually falling under a single quartile. Email Banner ad Second life Online learning the SAFE matrix
    11. 13. Intimacy of relationship with brand Level of engagement with brand High High Low Low Website
    12. 14. Selecting and comparing technologies.
    13. 15. CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Target audience reach 10% 3 (0.15) Innovation curve 55% 9 (6.3) PR/Publicity value 30% 9 (1.8) Measurability 5% 2 (0.1) Total 100% 8.35 (min target = 6.5)
    14. 16. CSF model for ‘Awareness’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Target audience reach 55% 7 (4.9) Alignment/integration with other activities 20% 9 (0.9) PR/Publicity value to the organisation 5% 2 (0.1) Measurability 20% 8 (1.2) Total 100% 7.1 (min target = 6.0)
    15. 17. CSF model for ‘Functional’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Increase efficiency/reduce costs 20% 6 (1.2) New approach/solution 30% 9 (2.7) Increase communication effectiveness 30% 8 (2.4) Measurability 20% 3 (0.6) Total 100% 6.9 (min target = 7.0)
    16. 18. CSF model for ‘Educational’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Improve learning experience 35% 7 (4.9) New approach 10% 5 (0.5) Increase learning effectiveness 35% 5 (0.25) Measurability 20% 8 (1.2) Total 100% 6.85 (min target = 7.0)
    17. 19. CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) e.g. Second Life There.com Whyville Target audience reach 60% 5 (3) 3 (1.8) 7 (4.2) Innovation curve 10% 7 (0.7) 5 (0.5) 4 (o.4) PR/Publicity value 20% 9 (1.8) 3 (0.6) 2 (0.4) Measurability 10% 6 (0.6) 4 (o.4) 1 (0.1) Total 100% 6.1 (min target = 6.0) 3.3 5.1
    18. 21. Demonstrating our difference .
    19. 27. Evaluating the impact on our brand. Implementation and measurement.
    20. 28. Buzz monitoring tool
    21. 30. Brand launch blog statistics <ul><li>Total Views: 25,372 </li></ul><ul><li>Best Day Ever: 8,089 — Monday, February 4, 2008 : launch day </li></ul><ul><li>Comments: 435 </li></ul>
    22. 31. The future?
    23. 32. Mobile technologies
    24. 33. New technologies
    25. 34. The brand ‘experience’ will become more important than the brand ‘message’ The future?
    26. 35. Feedback, comments, queries or questions. Dean Russell & James Souttar Email: dean.russell@precedent.co.uk Tel: +44 (0)20 7426 8900 www.precedent.co.uk
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