Web 2.0 and Brand: Theory and Practice, James Souttar and Dean Russell, Precedent

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Plenary talk at IWMW 2008

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.

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  • 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. Choosing our web2.0 technologies.
  • 3.  
  • 4.  
  • 5. The cloud
  • 6. Our audiences and their relationship with us.
  • 7. brand intimacy
  • 8. brand engagement
  • 9. Intimacy of relationship with brand Level of engagement with brand the SAFE matrix
  • 10. Intimacy of relationship with brand Level of engagement with brand High Low Low the SAFE matrix High
  • 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
  • 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
  • 13. Intimacy of relationship with brand Level of engagement with brand High High Low Low Website
  • 14. Selecting and comparing technologies.
  • 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)
  • 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)
  • 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)
  • 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)
  • 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
  • 20.  
  • 21. Demonstrating our difference .
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26.  
  • 27. Evaluating the impact on our brand. Implementation and measurement.
  • 28. Buzz monitoring tool
  • 29.  
  • 30. Brand launch blog statistics
    • Total Views: 25,372
    • Best Day Ever: 8,089 — Monday, February 4, 2008 : launch day
    • Comments: 435
  • 31. The future?
  • 32. Mobile technologies
  • 33. New technologies
  • 34. The brand ‘experience’ will become more important than the brand ‘message’ The future?
  • 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