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Web 2.0 Anatomy of A.Brand
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Web 2.0 Anatomy of A.Brand


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Want to be able to critically assess brand development and appreciate the involvement of consumer generated content? Look no further then here.

Want to be able to critically assess brand development and appreciate the involvement of consumer generated content? Look no further then here.

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  • rise of live television streams on the Web
  • Extending buzz beyond programmingSocial experienceRecognition of brands e.g. wheetabix
  • What’s really interesting
  • Transcript

    • 1. Web2.0Anatomy of a Brand
      with Dr Mariann Hardey
      Durham Business School
      Durham University, UK
    • 2. Part one: What is Web2.0?...
      evolution or revolution…
    • 3. Wikipedic knowledge
      The World Wide Web, abbreviated as WWW and commonly known as the Web, is a system of interlinked hypertext documents accessed via the Internet.
      The term Web2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
    • 4. Social Network Sites (SNSs)
      Social Bookmarking
      Pod & Webcasts
      User-generated content
      READ-only web pages
      Static websites
      Discussion forums
      Chat rooms
    • 5.
    • 6. Individual tools
      Consumer review websites
      Social bookmarking
      Social Network Sites
      RSS feeds and readers
      Instant messaging
    • 7. Picking up the tools
      SHARE information and experiences with others
      FIND relevant information from trusted sources
      BUILD content with others –collective wisdom
      LIVE updates and broadcast information
      SHARE media and images
      UPDATES with friends
      COMMUNICATE quickly and informally
      ALWAYS on demand
    • 8. Cover of December 25, 2006 issue
    • 9.
    • 10. What do companies talk about?
      Events, promotions and partnerships like Fiat500 at Britain's Next Top Model!
      Audience communication, buzz, program coverage, spoilers(!)!
      Student projects, up-and-coming, latest news alerts: Bill Bryson Steps down as Chancellor.
    • 11. Web2.0 monitoring
    • 12. Part two: ITV
      marketing example from industry
    • 13. ITV2: Essex Spa, a website, as well as iPhone and Facebook apps. The apps allow you to take pictures of yourself and then retouch them using fake tan, hair bleaching, lip implants and false eyelashes, so you too can look like an Essex girl or boy. And then you can upload them to Facebook.
      ITVNews: The Cuts – Your Stories. Follows live viewers reactions to breaking news stories e.g. Chancellors budget
      The show’s website integrates with Twitter and Facebook and give you all the latest news and back stage footage.
      Live chat, polls and voting on the show’s outcome…
    • 14. ‘Can’t wait culture’
      Professor Yo, Pennsylvania University Web-based, live and interactive TV: ‘show anyone in the world what's happening right now’
      • Michael Seibel, the company chief executive.
      Users share live content, to anyone/s in over 250 countries while they chat in real-time.
      Motivate crowds - to tell their friends
      Create buzz – Twitter/Facebook…
      Share products – new revenue, new entry to markets
    • 15. Understanding consumer engagement: What’s happening right now!
    • 16. [television is just the beginning…]
      …content feeds content
    • 17. ‘Cumulative participation’
      Clay Shirky talking at Activate, 2010
      A medium that works cumulatively and collaboratively .
      Web2.0 and Social media = ability to consume, produce AND share.
      Audience are indulging in new activities. AMOUNT and SIZE of resource is Wikipedic.
      Wikipedia = 100million hours of human thought,
      TV USA = 200billion hours of TV/per yr, OR “American’s watch a Wikipedia’s worth of tv every w/ecounting just the ads”.
      -ClayShirky, Author: Here Comes Everybody
    • 18. Part THREE: Web2.0 Social strategy
      What’s in a brand?
    • 19. "Yo ho!" and featured the line: "Old Spice means quality, said the captain to the bosun. So, look for the package with the ship that sails the ocean!”
      OldSpice 1938/
      ‘You may smell it on Dads, you may smell it on Granddads…’
      Strong brand: ‘Grey market’
      - M Carrigan - Long Range Planning, 1999 - Elsevier
    • 20. Previous campaign
      Short-sighted: ‘Needs-based satisfaction’ segmentation (Carrigan, 1999)
      Web2.0 strategy
    • 21. Hello Ladies…
    • 22. Real response campaign
      Targeting men & women at the same time.
      Intention to generate conversation around a specific product - body wash.
      Launched online for the first American super bowl weekend.
      On day 1 the campaign received almost 6 million views.
      After the first week old spice had over 40 million views.
      The old spice twitter following increased 2700%.
      Facebook fan interaction was up 800%. website traffic was up 300%.
      The old spice YouTube channel has become the all time most viewed channel.
      The campaign has generated 1.4 billion impressions since launching the ads 6 months ago.
      Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 videos responding directly to fans and celebrities in near real time.
    • 23. The campaign increased sales by 27% over 6 months since launching (year on year).
      Since July 2010, the last 3 months sales were up 55%.
      Sales were up 107% from the social responses campaign work.
      Old spice is now the #1 body wash brand for men in the USA.
      Old Spice is now the competitive brand against AXE (Lynx) in the USA.
    • 24. Web2.0 tools: Social media context
      Social Media
      Multiple, authentic individual voices
      Transparent and ‘Googleable’
      Engaging and conversational
      Appears where conversations are
      Unique to the person not the company
      Manifested in a real person
      Used only by real people
      Singular company voice
      Reflects the brand personality
      Everybody follows the brand voice
      Appears in all brand touch points
      Usually unique to the company
      Sometimes manifested in a person
      Used everywhere –signage to ads
      Andreas Kaplan and Michael Haenlein (Associate Professosrs in Marketing) define social media as: ‘A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.’
      - Business Horizons, 2010
    • 25.
    • 26. Web2.0 anatomy of A brand
    • 27. Your web2.0 brand strategy
      Formative Assessment
    • 28. Task
    • 29. PBWorkseSeminar
      EDIT and ADD content for group evaluation
      Structure links
      BUILD brand information as a group
      DISCUSS and COMMENT on each others input
      TASK - Web2.0 Brand Activities:
      • Brand penetration – WHERE it is
      • 30. Participation – examples of ACTIVE brand presence
      • 31. Co-creation – consumer-generated content and buzz
      ARCHIVE history of content
      ASSESS and EVAULATE business value
    • 32.
    • 33. Thank you.