TOMTOM HD Traffic
Information Services
Web 3.0 Strategy
Case Study by
Leon Wittenberg
International Strategy Consultant
March 23rd 2009
Disclaimer: This Case Study was created on initiative of Soho – Social Media Consultancy Ltd.

Soho
Social Media Consultancy Ltd.
London Amsterdam New York

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
CONCLUSIONS
• According the analysis of Soho – Social Media Consultancy Ltd, TOMTOM gets it! Their newest gadget/widget to promote their HD
social media marketing with web 3.0 Technology.
traffic information services has unleashed the power of
• The idea is simple: they have an online campaign site of HD traffic services combining all traffic information and roaming telecom
technology, delivering -by far the best- traffic info in the market. This output is relayed to a tiny application (widget/gadget) that
the user can install for FREE, on their favorite Social Space like Facebook, MySpace, I-Google, Hyves and many more. This way the
user is up to date about accurate traffic information while active in social networks on the internet or mobile platforms.
pull mechanism, awareness is being pushed on a viralmechanism
• The strategy is based on a
“forcing” people to share the application and talk/blog about it, without being troubled by -non relevant- banners, shouting for
attention, pushing expensive website traffic to the TOMTOM application website.
• So, if the first wave of application adaptors / critical mass, is large enough, the application will travel the web, used by users, on this
viral mechanism. The larger the spread of the widget, the lower the cost per contact/user. The use of the application in within the
brand engagementand will
social networks will generate, if technically flawless, many and many hours of
advocacy brand ambassadorship,
ultimately lead to and spreading new
instead of COST caused by
futures among the widget/application users. This way marketing generates / drives new values
repeated traditional online campaigning pushing traffic and awareness.
Technology Marketing by TOMTOM!
• Smart

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Creating Relevance
2
STATEMENT
1 2. Relevant Traffic information
QUESTION?
3
1. Why TomTom?
ANSWER!
3. Innovations that make life easier!

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Creating a Viral Effect
+ + =
1 2 3

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Don’t come to us! We come to You!
Choose your favorite social network

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Share the application with your Social Network Friends

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Show(case) the application on your profile

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Show(case) application on national and international
Social networks

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Install the application on your internet entry point

TOMTOM HD (real time) Traffic -Web 3.0 Strategy
Widget / Application use will drive traffic from and
towards campaign site organically and permanently
TRAFFIC
Widget / Application
Application / Campaign Website

Web Evolution 1990 - 2030

quote@soho-consultancy.com
+31-(0)653108011 (EST+1)
Leon Wittenberg
(Inter)national Strategy Consultant
Leon@soho-consultancy.com
“Business Profile”
Disclaimer: This Case Study was created on the initiative of Soho – Social Media Consultancy Ltd.