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


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


  • 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.