Web 2.0 strategy development Martin Kloos oktober 2008

Contents - - Social trends Examples of a telecom provider Opportunities Social Web strategy development Plan of Approach

What is happening? - - Groundswell ; a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations . The web is evolving and is becoming a social platform The Social web is rising, fast. (McCann, 2008) : >60% of the Dutch adults has a social networking profile High level of trust in information on social media (Forrester, 2006; McCann, 2008) Corporate websites less relevant (Forrester, 2007) Less brand loyalty! (Forrester, 2006) Many blog write about products & brands, people trust these messages, moreover blogging organizations are perceived more positively (McCann, 2008) Conclusion…

Groundswell ; a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations .

The web is evolving and is becoming a social platform

The Social web is rising, fast. (McCann, 2008) : >60% of the Dutch adults has a social networking profile

High level of trust in information on social media (Forrester, 2006; McCann, 2008)

Corporate websites less relevant (Forrester, 2007)

Less brand loyalty! (Forrester, 2006)

Many blog write about products & brands, people trust these messages, moreover blogging organizations are perceived more positively (McCann, 2008)

Conclusion…

We tend to trust the opinions of strangers and our network more and more - - Source: Universal McCann, September 2008

What does this social web mean? - - The social web can be explained as follows (Weber, 2007): “ The social web is the online place where people with a common interest can gather to share thoughts, comments, and opinions . […] The social web is a new world of unpaid media created by individuals or enterprises on the web”. “ The real job of the [organization’s] marketer in the social web is to aggregate customers . […] (1) by providing compelling content on [the company’s] website and creating retail environments that customers want to visit and (2) by going out and participating in the public arena”.

The social web can be explained as follows (Weber, 2007):

“ The social web is the online place where people with a common interest can gather to share thoughts, comments, and opinions . […] The social web is a new world of unpaid media created by individuals or enterprises on the web”.

“ The real job of the [organization’s] marketer in the social web is to aggregate customers . […] (1) by providing compelling content on [the company’s] website and creating retail environments that customers want to visit and (2) by going out and participating in the public arena”.

How do media companies deal with this social web? – A BBC example - - BBC ‘Web 2.0’ presence determined, designed and delivered the appropriate web 2.0 strategy and functionality designed and delivered the business and technological transformation needed. Cost savings delivered through understanding and maximizing the resources available across the whole of BBC More scalable, adaptable, complete and robust solution designed through understanding and maximizing the resources available across the BBC BBC iPlayer – TV on demand Provided specialist program management and strategic approach, governance and quality assurance expertise Managed the software and infrastructure integration of the multi-vendor program

BBC ‘Web 2.0’ presence

determined, designed and delivered the appropriate web 2.0 strategy and functionality

designed and delivered the business and technological transformation needed.

Cost savings delivered through understanding and maximizing the resources available across the whole of BBC

More scalable, adaptable, complete and robust solution designed through understanding and maximizing the resources available across the BBC

BBC iPlayer – TV on demand

Provided specialist program management and strategic approach, governance and quality assurance expertise

Managed the software and infrastructure integration of the multi-vendor program

Value the social web has brought others who participated in it. 3M has generated $146 extra revenue from better lead-userfocus - - Converse (sneakers) customers can create their own commercials; revenue- rise of 12% Audi is starring customers in their commercials and has increased campaign efficiency by 80% Amazon receives 10 million requests from third party affiliate-links Threadless receives 1500 free designs for T-shirts per week Lego is selling 6000 products , designed by users Toyota can get production back up to speed in 2 days after an open source approach (brand Aisin Seiki) Participants in Innocentive have a return on investment of 250%

3M has generated $146 extra revenue from better lead-userfocus

Knowing what factors affect you and how your competitors are addressing these issues, how can the social web be of benefit to you? - - We think the social web includes a mindset of changing (hierarchic) relationships , putting information into context , and will lead to new organizational setups for which specific web2.0-tools could be used, given the right setup and environment We believe that a holistic social web strategy is required that could possibly lead to: Increased brand engagement through word of mouth and an authentic organizational voice Increased customer insights which will improve business and services for lower R&D costs Increased customer insights will also upgrade your marketing effectiveness Increased contact with existing customers can result in up selling & cross selling opportunities Increased contact with potential customers , which could result in increased sales Increased product suggestions through tapping into the collective intelligence of your target audience Decreased production and service costs through co-creation and customer service 2.0 Increased customer loyalty as a result of an authentic organizational voice, listening to customer and transparent customer service Improved customer service experience

We think the social web includes a mindset of changing (hierarchic) relationships , putting information into context , and will lead to new organizational setups for which specific web2.0-tools could be used, given the right setup and environment

We believe that a holistic social web strategy is required that could possibly lead to:

Increased brand engagement through word of mouth and an authentic organizational voice

Increased customer insights which will improve business and services for lower R&D costs

Increased customer insights will also upgrade your marketing effectiveness

Increased contact with existing customers can result in up selling & cross selling opportunities

Increased contact with potential customers , which could result in increased sales

Increased product suggestions through tapping into the collective intelligence of your target audience

Decreased production and service costs through co-creation and customer service 2.0

Increased customer loyalty as a result of an authentic organizational voice, listening to customer and transparent customer service

Improved customer service experience

So how do you define the right strategy to take advantage of the social web? First you need to create a Technographic Profile® of your target audience - - Inactives Creators Publish a blog Publish your own web pages Upload video, audio or music you created Write articles or stories and post them Critics Post Ratings / reviews of products and services Comment on someone else’s blog Contribute to online forums Contribute to / edit articles in a wiki Collectors Use RSS feeds Add “tags” to web pages or photos “ Vote” for web sites online Joiners Maintain profile on a social networking site Visit social networking sites Spectators Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings / revies None of the above Source: Forrester, 2008 The technographic profile® of your target audience defines the optimal social web strategy. Technographic profile® Typical Behavior online Impact

Publish a blog

Publish your own web pages

Upload video, audio or music you created

Write articles or stories and post them

Post Ratings / reviews of products and services

Comment on someone else’s blog

Contribute to online forums

Contribute to / edit articles in a wiki

Use RSS feeds

Add “tags” to web pages or photos

“ Vote” for web sites online

Maintain profile on a social networking site

Visit social networking sites

Read blogs

Watch video from other users

Listen to podcasts

Read online forums

Read customer ratings / revies

None of the above

Different types of social strategies can be applied to support your customers - - Your choice of the right social web strategy depends on the technographic profile of your (potential) customers as well as the social web maturity of your company. Social strategies based on Groundswell (2008) and Jaffe (2007) Traditional counterpart Social Strategies Typical Solutions / Offerings Research Listen : Find out what customers are really saying in order to understand them better. Social media monitoring - Online Customer Insights Marketing Talk, respond and join : Spread messages about a company and be responsive Use of blogging, wikis, twittering, joining existing communities, webcare, internal social networks Sales Energize : Get a company's best customers to evangelize its products. Marketing effectiveness, customer insights, ratings and reviews, customer feedback Support Support : Help customers support each other to solve each other’s problems. Customer Service 2.0 through ideation, Get Satisfaction like platforms Development Embrace : Integrate customers into the way a business works, including using their help to design products and improve processes. Online community building, ideation – open innovation, internal social networks Typical Social Web Strategies

Approach, build your strategy around POST method - - Method Explanation Examples P eople Assess your customers’ social activities Adjust your social strategy to the capabilities and technographic profile of your audience O bjectives Decide what you want to accomplish Want to listen, talk, energize, support, evangelize, embrace? S trategy Plan for how relationships with customers will change What will be different when done? Closer, two-way relationships, positive talk, focus groups, increased customer / product insights? T echnology Decide which social technologies to use Creating ; blogs, user-generated content, podcasts Connecting ; social networks and virtual worlds Collaborating ; wiki’s and open source Reacting ; forums, ratings and reviews Organizing content ; tags Accelerating consumption ; rss and widgets

A social web strategy should fit within existing business and internet strategy - - Source: Research (2008) On Web strategy Roadmap Development

Typical Web 2.0 strategy roadmap development trajectory - - Insights in Social technographics profiles® Insights in preferred Strategy (listening, talking, energizing, supporting, or embracing) Web 2.0 strategy formulation based on POST method Project portfolio Detailed plan of approach of current initiative Most important deliverables Concept / scenario’s Organization and processes Campaign design if applicable Functional design if applicable Technical design if applicable Realized platform Campaign ready to launch Launch of campaign / platform / initiative Monitor measure Adapt Waves of 4 – 6 months 6 – 8 weeks time 0: Initial strategy development 5: Operate 1: Plan 2: Design 4: Deliver 3: Build Iterate Typical Project Approach

Insights in Social technographics profiles®

Insights in preferred Strategy (listening, talking, energizing, supporting, or embracing)

Web 2.0 strategy formulation based on POST method

Project portfolio

Detailed plan of approach of current initiative

Concept / scenario’s

Organization and processes

Campaign design if applicable

Functional design if applicable

Technical design if applicable

Realized platform

Campaign ready to launch

Launch of campaign / platform / initiative

Monitor

measure

Adapt