'Creating the Buzz'

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Web 2.0/Social Media Presentation

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  • This is a fabulous presentation by my former colleague. Dr. Hamill was a 'late entrant' tu using a computer, but he was spreading the word in the mid-1990s about how Web 1.0 would transform industries, companies, customer behavior etc. He was uncannily prophetic and he is a true guru on Web 2.0. I have learned a great deal from his presentations.
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'Creating the Buzz'

  1. 1. ‘Creating the Buzz’<br />Web 2.0/Social Media<br />Dr. Jim Hamill<br />Department of Marketing<br />University of Strathclyde<br />jim.hamill@ukonline.co.uk<br />October, 2009<br />
  2. 2. Web 2.0/Social Media<br />An Overview<br />Web 2.0/Social Media in Action - Examples<br />
  3. 3. What Is It?<br />An over hyped ‘buzz’ word or a<br />Fundamental, revolutionary change……<br />Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries<br />Major opportunities, but also threats, for your organisation<br />Marketing as a ‘conversation with your customers, a conversation with your network’<br />
  4. 4. www.mashable.com<br />
  5. 5. Three Simple Questions<br />Who are our customers?<br />Where do they hang out in social media?<br />How can we best engage with and energise them?<br />
  6. 6. Where do the following hang out ?<br />construction buyers, retailers, corporate event organisers, hotels, bars, churches, Christians, creative industry, print industry, spacecraft/micro satellite industry, spicy food buyers, football fans, young people, coach hire, architects, musicians etc<br />
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  15. 15. What Is It?<br />All revolutions have ‘winners’ and ‘losers’<br />‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships<br />Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation<br />Requires new performance measures <br />Quality of your network<br />Relationship strength<br />Ability to leverage<br />
  16. 16. Performance Measures<br />Network..........<br />Involvement <br />Interaction <br />Intimacy <br />Influence <br />The ‘4Is’<br />
  17. 17. Web 2.0<br />A fundamental change in the way people use the Internet …….<br />Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by <br />Information ‘pull’ rather than ‘push’<br />User generated content<br />Openness, sharing, collaboration, interaction, communities, and social networking<br />‘Power to the people’ – Web 2.0 empowers people – empowers customers<br />
  18. 18. Web 2.0<br />The end of the..........<br />The read only Internet<br />The ‘tell them how good’ we are Internet<br />Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)<br />The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience<br />The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site<br />
  19. 19. Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com) <br />
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  21. 21. In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand<br />A quick ‘personal experience’<br />Dubai Hotel<br />
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  27. 27. From the web site<br /><ul><li>This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
  28. 28. The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
  29. 29. Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…</li></li></ul><li>The Customer Experience <br />of the Brand<br />Tripadvisor<br />
  30. 30. From Tripadvisor<br /><ul><li>It's getting old, the rooms are unappealing and it will never be more than a business hotel
  31. 31. Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
  32. 32. Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.</li></li></ul><li>
  33. 33. Web 2.0<br />An Overview<br />Applications<br />Features and Characteristics<br />Implications<br />
  34. 34. Applications<br />Blogs<br />Social Network Sites<br />Virtual Realities<br />Social Content <br />RSS Feeds<br />Wikis<br />Mash Ups<br />Podcasts<br />Social Bookmarks<br />Mobile Web; Internet Telephony<br />Social Applications <br />Twitter<br />
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  36. 36. Internal and External Use<br />These applications can be used on your <br />own web site and/or by participating in<br />‘external 2.0’ sites<br />2.0 redefines the concept of a web site<br />
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  41. 41. Characteristics<br />Openness<br />Communities and Networks<br />Hosted Services<br />Interactivity<br />Global <br />Peering <br />Mass Collaboration<br />Sharing <br />Social Element<br />The Internet as the platform<br />Empowerment<br />
  42. 42. Impact<br />Customer Experience <br />Business Intelligence<br />Processes and HRM<br />Customer Interaction<br />Mindset <br />Customer Insight <br />Rich Internet Applications<br />Product Development <br />Sales & Marketing<br />IT Infrastructure<br />Reputation Management<br />
  43. 43. Business/Marketing 2.0<br />Web 2.0 Applications<br />Open source<br />Online Applications/ Web Services<br />Social Network Sites<br />Social Content – Social Bookmarking<br />Blogs or Weblogs<br />Wikis<br />Podcasts/ Vodcasts<br />Virtual Realities<br />Mash Ups<br />RSS Feeds<br />Mobile Web; Internet Telephony<br />Twitter<br />Impact – Wikibusiness<br />Mindset<br />Business Intelligence<br />Customer Insight and Understanding<br />Customer Interaction<br />Enhanced Customer Experience – Rich Internet Applications<br />Reputation Management<br />Sales and Marketing <br />Product Development and R&D e.g. engage and co-create<br />IT/Software/Applications<br />Operations, Internal Processes and HRM<br />Characteristics<br />Communities and Networks<br />Openness<br />Sharing<br />Peering<br />Hosted Services – online applications; the Internet as the platform<br />Interactivity<br />Social Element<br />Mass Collaboration<br />Empowerment<br />Global<br />
  44. 44. Business Impact<br />The need for new business/marketing models<br />Traditional approach:<br />Product development – Differentiate – Market and Promote - Sell<br />New model based on: <br />Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally<br />Engage and energise<br />‘Create the Buzz’<br />
  45. 45. Bob Dylan<br />Come gather &apos;round people<br />Wherever you roam<br />And don’t criticise<br />What you can&apos;t understand<br />Your sons and your daughters<br />Are beyond your command<br />Your old road is<br />Rapidly agin‘<br />Then you better start swimmin’<br />Or you&apos;ll sink like a stone<br />For the times they are a-changin’<br />
  46. 46. Web 2.0 in Action<br />Examples<br />
  47. 47. Review and <br />Recommendation Sites<br />
  48. 48. Review and Recommendation Sites<br />Travel and tourism – www.tripadvisor.com and many others<br />Consumer electronics - www.kelkoo.co.uk<br />Money – www.moneysupermarket.com<br />Universities - www.studentsreview.com<br />General – www.reviewcentre.com<br />Schools - http://uk.ratemyteachers.com/<br />Professors - http://ratemyprofessors.com/<br />
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  53. 53. How not to respond<br />
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  56. 56. YouTube<br />
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  60. 60. Don’t mess with the buffalos…..<br />45 million views<br />
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  62. 62. ROI to Kruger National Park<br />Production/ marketing costs = 0<br />Views = 45 million<br />
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  66. 66. Social/ Professional <br />Networking Sites<br />Building contacts, finding customers and partners<br />
  67. 67. Three Key Questions<br />Who are our customers?<br />Where do we find them hanging out on the Internet?<br />How can we best engaged with them?<br />
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  72. 72. For Professionals.......<br />
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  82. 82. Merchant City<br />“Creating the Buzz”<br />
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  88. 88. Worlds Top <br />100 brands<br />
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  108. 108. Starwood Hotels and Resorts<br />October 21st, 2009 - a comprehensive new social media campaign across Facebook, Twitter and the iPhone <br />The applications rely heavily on user-populated content, but the hotel chain has also put its army of concierges to work to help jump start the flow of information<br />The services are offered through the Starwood Preferred Guest program. They help guests of hotels and resorts like the Sheraton and Westin chains, find information on local restaurants entertainment venues etc<br />
  109. 109. Starwood Hotels and Resorts<br />The Facebook application, called SPG TripShare - gives users the ability to add up to 5 photos from their vacations or travels to a central, searchable album<br />The Twitter application pairs with Google Maps to offer reviews of eateries and local attractions. The reviews will be identifiable by location, and will be entirely populated by users<br />The hotel did take advantage of the knowledge base of its concierges to input some restaurants and hot spots<br />A new iPhone application will allow patrons of the hotels to check their reservation information and Starwood accounts. <br />
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  114. 114. Continue the conversation on <br />www.tourism2-0.co.uk<br />

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