Web 2.0 for B2B Brands
Laurence Vincent
Group Director, Strategy
Baptie & Company Webinar
24 September 2008

“The B2B world has energetically embraced the grand online
colloquy known as the two-way talk-back conversation.”
+ Ned Madden
Editor, eCommerce Times

agenda
+ what is web 2.0?
+ how are B2B companies using web 2.0?
+ how do B2B brands make web 2.0 work?
+ the B2B / web 2.0 agenda
+ discussion

1
what is web 2.0?

what is web 2.0?
Web 2.0 is an idea – it refers to changes in the ways that software developers and end-
users utilize the web. When it’s at its best, it delivers five benefits:
+ enhanced creativity
+ improved information distribution
+ frequent collaboration
+ better functionality
+ richer user experience

web 2.0 taxonomy
level description examples
0 applications that work as well offline as they do online + MapQuest
+ Yahoo! Local
+ Google Maps
Source: Tim O’Reilly, explained at first O’Reilly Media Web 2.0 conference in 2004

web 2.0 taxonomy
level description examples
0 applications that work as well offline as they do online + MapQuest
+ Yahoo! Local
+ Google Maps
1 applications that operate offline but gain features and + Google Docs
functionality when connected online + iTunes
Source: Tim O’Reilly, explained at first O’Reilly Media Web 2.0 conference in 2004

web 2.0 taxonomy
level description examples
0 applications that work as well offline as they do online + MapQuest
+ Yahoo! Local
+ Google Maps
1 applications that operate offline but gain features and + Google Docs
functionality when connected online + iTunes
2 applications that can operate offline, but gain the most + Flickr
advantage when used online
Source: Tim O’Reilly, explained at first O’Reilly Media Web 2.0 conference in 2004

web 2.0 taxonomy
level description examples
0 applications that work as well offline as they do online + MapQuest
+ Yahoo! Local
+ Google Maps
1 applications that operate offline but gain features and + Google Docs
functionality when connected online + iTunes
2 applications that can operate offline, but gain the most + Flickr
advantage when used online
3 applications that exist only on the internet, deriving their + eBay
effectiveness from inter-human connections and from the + Craigslist
network effects the web makes possible – they actually + Wikipedia
grow in effectiveness as more people use them + del.icio.us
+ Skype
Source: Tim O’Reilly, explained at first O’Reilly Media Web 2.0 conference in 2004

“It’s fun to play with the new stuff coming online, but 99% of
what people in my company do on the internet is still email
and Google.”
+ Senior Executive
2008 Siegel+Gale client study
on digital media

2
how are B2B companies
using web 2.0?

web 2.0 reality in B2B
tier description examples
everywhere Established web tools entrenched in + proprietary web sites
the day-to-day functions and + email marketing
communications of companies. + online advertising
+ search engine optimization
+ search engine marketing
+ webinars
Source: 2007 Survey of Association of National Advertisers and BtoBOnlinecom

web 2.0 reality in B2B
tier description examples
emerging Integrated tools that add new media + blogs
functionality; especially focused on + rss feeds
the infusion of motion, sound and + podcasts
elective participation. + video-on-demand
+ distributed services
everywhere Established web tools entrenched in + proprietary web sites
the day-to-day functions and + email marketing
communications of companies. + online advertising
+ search engine optimization
+ search engine marketing
+ webinars
Source: 2007 Survey of Association of National Advertisers and BtoBOnlinecom

web 2.0 reality in B2B
tier description examples
hyped but Immersive online experiences that + wikis
require a high degree of socialization + mobile
seldom used or specific technologies to make the + viral video
most out of features and functions. + social networks
+ virtual worlds (e.g., Second Life)
emerging Integrated tools that add new media + blogs
functionality; especially focused on + rss feeds
the infusion of motion, sound and + podcasts
elective participation. + video-on-demand
+ distributed services
everywhere Established web tools entrenched in + proprietary web sites
the day-to-day functions and + email marketing
communications of companies. + online advertising
+ search engine optimization
+ search engine marketing
+ webinars
Source: 2007 Survey of Association of National Advertisers and BtoBOnlinecom

“The average consumer does not know the difference between
the browser, the internet, and the search box.”
+ Mitchell Baker
Chairperson, Mozilla Foundation

trends in B2B utilization
58
web services 70
34
blogs 21
33
rss 24
32
wikis 24
29
podcasts 23
28
social networking 27
18
peer-to-peer 37
10
mash-ups 11
2007 2008
Source: Building the Web 2.0 Enterprise, McKinsey Global Survey Results, 2008

web 2.0 satisfaction by region
asia pacific 40 52 8
developing markets 26 57 17
europe 20 58 22
north america 20 51 29
india 18 64 18
china 17 62 21
latin america 13 68 19
High Satisfaction Neutral Low Satisfaction
Source: Building the Web 2.0 Enterprise, McKinsey Global Survey Results, 2008

“Drowning workers in choices and overloading them with
creativity-enhancing tools is no way to increase productivity.”
+ CIO Insight

realities from the field
it has changed the way we communicate 38%
with customers and suppliers
it has changed the way we hire and retain
talent 16%
it has created major new roles or 16%
functions within our organization
it has changed the way our organization
is structured (eg., flatter hierarchy) 14%
the use of web 2.0 technologies and
tools has not changed the way the 36%
company is managed and organized
Source: Building the Web 2.0 Enterprise, McKinsey Global Survey Results, 2008

3
how do B2B brands make
web 2.0 work?

making web 2.0 work in B2B
What functions
Business
and benefits must
the technology
enable?

“Traditionally, people think more is better. More may work, but
it's painful, expensive, very cold-war. Think about one-
downing people, under-doing your competitors.”
+ Jason Fried
37 Signals

web 2.0 and bound business objectives
bounded platforms
web 2.0 provides a platform that delivers an ongoing set of capabilities the organization
can flexibly build upon within a context that suits the brand
bounded events
web 2.0 is a great catalyst for bound business activities – activities that have a discrete
scope, time horizon or group of participants
bounded communities
web 2.0 is particularly good at aggregating discrete communities of people around a
brand objective
Source: The Three Archetypes of Innovation Management Tools, Forrester Research, 2998

the internal twitter

37 signals
+ create products that “get real”
and deliver dead simple
solutions to business issues
+ case study in ‘bounded’ design
+ best-in-class utilization of web
2.0 technology
+ compelling brand story linked to
business functionality

“We must transform the Intelligence Community into a
community that dynamically reinvents itself by continuously
learning and adapting as the national security environment
changes ... several new technologies will facilitate this
transformation. Two examples are self-organizing knowledge
websites, known as Wikis, and information sharing websites
known as Blogs.”
+ D. Calvin Andrus, Ph.D.
Toward a Complex Adaptive Intelligence Community
US Central Intelligence Agency

intellipedia
+ In the intelligence business, something that is 80 percent on time, accurate
and sharable is much more valuable than a perfectly formatted report that’s
overclassified, has perfect fonts and comes too late.

a wiki for secret agents
+ built on same software platform
as wikipedia
+ collaborative environment for
everyone in the intelligence
community
+ includes tools to aggregate,
communicate, tag, and share
+ integrated im and rss
+ uses web 2.0 features similar to
those offered on flickr, youtube,
and del.icio.us

making web 2.0 work in B2B
Business
How does it improve
the customer
experience?
User

“These are great technologies, with potential benefits. But that
has to be tempered with a clear understanding of who people
are and what they want to do.”
+ Joe Sokohl
Director of User Experience, Keane

failing experience grades
82% reaching
buying
getting service
66% 67%
61%
54%
45%
43%
40%
37%
34%
32%
27%
22%
17%
13%
web in-person phone rep email phone self service
Source: The Customer Experience Journey, Forrester Research, 2008

personal brand narrative
+ customers are consumers, too
+ consumers “script” their identities
from cultural feedback and
association with brand archetypes
+ life is a performance – we’re all in our
own version of The Life Movie
+ brand consumption plays a role in the
story
– Preparation
– Performance
– Evaluation
+ the working identity is part of the life
movie, too

personal narrative and brand experience

“Unlike purely cognitively based priming effects,
which decrease after a short delay, our results show
that the effect was actually magnified: while
participants primed with IBM (a goal-irrelevant
brand) were uninfluenced by delay, Apple-primed
participants’ creativity increased in strength over
time, a hallmark of goal-directed behavior.”
+ Journal of Consumer Research
June, 2008

digital brand communities
a place to…
+ create a brand culture
+ study attitudes, perceptions and
behavior
+ connect platforms, products and
services with the culture’s belief
system
but not a place to…
+ preach and sell
+ police
+ manipulate

a culture with juice

BreakingPoint

Honeywell: industry expert
Search Advertising Trade Communities Information Interactive New Channels
Search Display Ads Honeywell positions Blogs Features Mobile
A prototype Second
Optimization Honeywell’s itself as an expert in Life project offers A dedicated blog site Multimedia Honeywell’s site on
advertisement on its online trade value-added business shares information on iPhone is the full web
Well-optimized for presence. National Flash-enabled videos of
brand keyword Avionics Magazine Business Aviation applications and a marketing activities as version.
speaks to a specific customer training well as customer and product offerings.
searches. Search Association’s (NBAA)
results go directly to audience. The page website promotes experience product support. Blog Honeywell's Audio
top level pages of links users to the several Honeywell While Honeywell does has separate URL but Archives provides audio
Honeywell website. Honeywell solutions technical not actively participate is integrated into the files of past earnings
page subcommittees, on YouTube or Twitter, main site. conference calls
Honeywell is also well- showing Honeywell’s
optimized for industry Click-through is linked leadership role within they monitor and send News Alerts + Microsites
to Honeywell’s page the industry thank you gifts for
and product searches.
about reducing turn videos that feature eNewsletters Honeywell uses a
Search Marketing time, creating a In addition, Honeywell their products Investor relations microsite,
seamless transition to sponsors webinars on section offers email HoneywellScience.com,
Sponsored links for Their Facebook page to share information on
the most relevant key trade sites, like features a company alerts and investor
products are typically information for the user ATW, suggesting a level presentations in a corporate initiative.
online retailers, description and links to Distinct site has its
of expertise and company websites. webcast and PDF
including some Sponsorships “helping” format. own look and feel.
Honeywell-dedicated Sponsoring events Honeywell employees
retailers create knowledge News feed panel links
provide additional web to top Honeywell
presence and increases groups through social
networking to share stories.
linkage.
and facilitate the flow Honeywell’s online
of information. AeroTech Magazine
Honeywell Buildings talks up positive news,
Forum benefits channel such as Honeywell’s
partners, but the Green Initiative.
information is not
shared with the public.
High ranking search result Online sponsorship of FMA Honeywell’s virtual trade show Honeywell’s YouTube response Honeywell’s Adrian’s Corner blog Honeywell on-site video

making web 2.0 work in B2B
Brand What does the
technology do to
convey the Business
brand promise
and voice?
User

tying the web to the brand
Pu
ll u sh
Search P
Search Optimization
Search Marketing
Information
Advertising Blogs
Display Ads News Alerts +
Sponsorships
Brand Platform eNewsletters
Trade Presence Promise
Magazines Interactive Features
Virtual Trade Shows Values Multimedia
Voice Microsites
Communities
Social Networking New Channels
Websites Mobile
Forums + Chat Rooms
43

brands connect functionality and experience to a promise
The External View
Promise Values Voice
The Internal View

what ‘digital’ brings to brand voice…
+
behavior communications
+ online/offline integration + immediacy
+ choice of platforms + transparency
+ dialogue with constituents
+ consistency
+ segmentation of audiences
+ optimization (by platform)
+ more interfaces with
constituents
+ expectation of utility for
constituents

successful voice in digital media
+ participates in a dialogue rather than delivering a monologue
(onsite + offsite)
+ customizes experiences rather than broadcasting one message to all
(one to one, one to many, many to many)
+ adapts based on property and platform rather than presenting a uniform face
+ integrates offline and online experiences
+ delivers utility and value rather than a static experience

New York Times
The New York Times digital voice embodies every
aspect of its offline voice: it is comprehensive,
open and mindful of its heritage as a preeminent
and trusted news source.
+ writing style is authoritative, objective and
comprehensive
+ experiential elements are consistent
+ design elements are targeted to same audience
across all mediums
+ style and tonality is maintained wherever the
content lives
+ the site prominently features the New York
Times rather than claiming a .com identity
+ external feeds, such as AP and Reuters are
clearly demarcated

New York Times
The New York Times takes advantage of web 2.0 digital tools where
appropriate while not giving control over to the masses.

the other side of the coin
+ CNN’s digital voice is filtered
through a lens of top stories and
pop culture.
+ News comes from multiple news
sources
+ Channels are poorly integrated
+ Point of view is unclear

CNN’s discombobulated voice
1 2 3
1. partnerships position the brand as a portal to external content, but make it unclear where the CNN brand
starts and ends.
2. ad placement and integration exists within the site which does not draw clear distinction between the ad
and editorial offices.
3. lack of visual and written consistency between platforms, publications or channels.

digital voice challenges
+ speaking effectively at once, to all audiences, globally
+ adapting to the rapidly evolving technical environment
+ aligning the organization around the needs of external audiences to
deliver experiences, messages, and value
+ embracing the role of intermediaries
+ understanding the value of platforms and usability

General Electric
background
Founded in 1892, General Electric operates as a technology, media, and financial
services company worldwide. It operates through four segments: GE Capital, Energy
Infrastructure, Technology Infrastructure, and NBC Universal.
brand voice
Innovation and imagination. Its tagline is: Imagination at work. This theme is prevalent in
GE’s well-known advertising campaign.
digital voice
The website succeeds in presenting GE as “Imagination at work”, primarily through the
content and the tone of the site. This theme extends to additional digital touchpoints
such as microsites and social networking sites.
GE’s website is dedicated to showcasing GE’s commitment to innovation both through the
products and services the company provides, as well as through the people it employs
and the culture it breeds within its organization. Wherever you click, innovation is the
main attraction.

GE homepage
GE’s brand voice centers on “Imagination at Work”

GE “Our Culture” page
The concept of innovation goes beyond the products and services
section of the website. It is consistent across all digital touchpoints
and the tonality conjures wonder and possibility.

GE – Ecomagination microsite
Even microsites reflects the GE brand’s commitment to invest in innovative
solutions to environmental challenges and speaks in the same optimistic voice.

when it’s away from home...
GE Videos on Facebook, MySpace and YouTube:
“Important Firsts”, “Do you want to change the world”,
“Is GE right for you?”

non-negotiable brand criteria
+ is it clear?
does the integration of web 2.0 features and functionality provide a demonstrable
benefit to the brand audience?
+ is it compelling?
does the web 2.0 integration strengthen associations about the brand – does it inspire
preference, loyalty and/or evangelism?
+ is it credible?
does the brand audience believe that the brand should be engaging in web 2.0
features and functionality? is the technology used in a way that seems naturally
appropriate for the brand?

4
the B2B / web 2.0 agenda

making web 2.0 work in B2B
Brand Business
a rich and useful
User user experience
that reflects the
promise of the
brand

the imperative disaggregated
business imperatives
+ bottom up functionality
+ less features, more practicality
+ improves efficiency and speed
user imperatives
+ web based
+ easy to use
+ inherently social
brand imperatives
+ consistent and compelling application of voice
+ credible brand behavior
+ clear connection to promise

the promised evolution

“Fundamental changes are beginning to take place among
satisfied companies as a result of their ambitious use of Web
2.0. These companies are not only using more technologies
but also ... taking steps to open their corporate ‘ecosystems’
by encouraging customers to join them in developing
products and by using new tools to tap distributed
knowledge.”
+ McKinsey & Company
Building the Web 2.0 Enterprise

transition requires will and skill
will
+ let the younger generation lead. the young people entering your workforce already
communicate with Web 2.0 tools and want more than email to get the job done.
+ evolve to web 2.0 using your value chain. begin with staff, then move to partners and finally to
your customers.
+ roll-out of web 2.0 in B2B requires ample socialization. practice evangelism and send constant
reminders to change behavior and encourage adoption.
+ web 2.0 requires a new mindset – an open mindset – don’t be afraid to give users more control
of the brand, but exercise diligent brand stewardship along the way.
skill
+ train, train, and train again. cloud computing can be an easy way to launch and scale services
and strategic initiatives, but you should spend a fair amount of time teaching those within and
outside your organization on how to use the technology.
+ never deploy social media for the sake of deploying social media. develop a strategic rationale
that supports business, user and brand objectives.
+ don’t forget that web 2.0 lives outside the berm of your website. encourage people to engage
with your company outside of your .com business address. let them engage with your brand
where they already like to go, like Facebook, MySpace, etc. drive push/pull brand dynamics.

lingering challenges
+ how much money to budget for
web 2.0 integration?
+ how much skill to build
internally vs. outsourcing?
+ how to measure the value
delivered by web 2.0
integration?

5
discussion

Laurence Vincent
Group Director, Strategy
10960 Wilshire Blvd
Suite 400
Los Angeles, CA 90024
t +1 310 312 2235
e lvincent@siegelgale.com
www.siegelgale.com