Web2.0 voor Marketeers, Tim Wolf

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  • 1. Marketing 2.0 Discover the new consumer at the Web 2.0 era
  • 2. Agenda Marketing 2.0 1 A new consumer in a new era Web 2.0 in concreto 2 What does the consumer do online? Threats and opportunities 3 Do’s and Don’ts A Web 2.0 Agency 4 How an agency can help you? 2
  • 3. Marketing 2.0 A new consumer in a new era
  • 4. A new consumer with more power than ever… 4
  • 5. 5
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  • 11. In a new era from information to conversation… 11
  • 12. From information to conversation The Internet BEFORE top down: from the brand to the consumer, like offline Consumer Brand But… consumers perfectly know they’re marketed to, they’ve But… consumers perfectly know they’re marketed to, they’ve “62% of global teens are apathetic about become more reluctant to advertising… preferring the “neutral” become more reluctant to advertising… preferring the “neutral” marketing and advertising”, opinion of their peers … in an environment that makes it easier opinion of their peers … in an environment that makes it easier from “The new generation of global than ever to share and be heard than ever to share and be heard youth”, Energy BBDO 12
  • 13. From information to conversation The Internet NOW bottom-up: ABC + ABGR “It’s about conversation, A BC + DEF + E GR cooperation, and empowerment of ABC ABC the masses. + + HIJ E GR This time it’s bottom-up, instead A BC + ABC EGR of top-down”* ABC + D EF Consumers have created their social networks & they’re Consumers have created their social networks & they’re constantly engaged in these whole virtually connected world constantly engaged in these whole virtually connected world From “Advertising 2.0”, Paul Beelen In such a context, “word of mouth” is the n°1 influencer… In such a context, “word of mouth” is the n°1 influencer… 13
  • 14. From information to conversation It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING” RSS 14
  • 15. Web 2.0 concretely What does the consumer do online?
  • 16. RSS 16
  • 17. Marketing 2.0 concretely Three reasons why are these applications so successful: 1. Because it’s 100% user-centric 2. Because of interoperability : you can combine Web 2.0 applications to create something new (mash-ups) 3. Because it’s search engine-friendly It gets back to Internet basics: It gets back to Internet basics: distribution of all type of content through sharing and networking distribution of all type of content through sharing and networking 17
  • 18. “...The future is to the interpersonal channels. Today, 85% of the online content is produced by individuals. The brands will never have enough power to control this content. Therefore, they should participate to this movement by taking up the conversation on the blogs, the forums and the personal websites...” Free translation from: “Les Jeunes et Internet” report, Le Journal du Net 18
  • 19. What DO consumers do online 1 Blogs 2 Podcasting/vodcasting 3 Video sharing 4 Photo sharing 5 Collaborative content 6 Social bookmarking 7 Social networks 8 RSS 9 Widgets 19
  • 20. Blogs Blogs Blogs = personal online diaries Podcasting vodcasting Blog potential in Europe:* Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets Why is it so successful? Why is it so successful? *Source: You can express yourself! You can express yourself! FastBridge Easy to update, no technical knowledge required Easy to update, no technical knowledge required See also: “Blog, Podcast and RSS New technologies, allowing content sharing and search New technologies, allowing content sharing and search Advertising Outlook”, www.pqmedia.com 20
  • 21. 24
  • 22. What does the consumer do online? Blogs They have an impact… Podcasting E.g. “Dell Hell” vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks Widgets See: “Measuring bloggers’ influence on corporate reputation”, www.onalytica.com 25
  • 23. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks Widgets 26
  • 24. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 27
  • 25. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 28
  • 26. What does the consumer do online? Blogs Podcast (sound) and vodcast (video) do the same as blog does for text Podcasting vodcasting Video sharing E.g. amateur Rocketboom: 2mio downloads / day, Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets Why is it so successful? Why is it so successful? Not limited to TV hours but 24/24h Not limited to TV hours but 24/24h Anyone, anytime, any skill contribution Anyone, anytime, any skill contribution 29
  • 27. 30
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  • 30. YahooPodcasts YahooPodcasts Index of popular podcasts Index of popular podcasts Organized per category Organized per category Organizer per tag word Organizer per tag word Subscribe or get notified of Subscribe or get notified of streams per your interest streams per your interest 33
  • 31. iTunes Podcasts iTunes Podcasts High quality index High quality index Extension of user-friendly Extension of user-friendly iTunes software iTunes software Easy download to popular Easy download to popular iPod format iPod format Full previews on feeds Full previews on feeds 34
  • 32. What does the consumer do online? Blogs Sharing of personal and branded video in a web format Podcasting Files from individuals: vodcasting “consumer generated Video sharing video content” Photo sharing But also from brands who Collaborative content try to catch the audience Social bookmarking Social networks RSS Widgets Why is it so successful? Why is it so successful? You can fully express yourself! You can fully express yourself! The video format, which is the richest emotionally The video format, which is the richest emotionally The technology, allowing content sharing and search The technology, allowing content sharing and search 35
  • 33. YouTube YouTube Extremely popular Extremely popular streaming platform streaming platform Upload video in any format Upload video in any format and youtube server and youtube server converts them to popular converts them to popular Flash format Flash format Related content tagging Related content tagging
  • 34. Google Video Google Video Popular search engine goes Popular search engine goes beyond text beyond text Extremely popular streaming Extremely popular streaming platform platform Editorial acceptance guideliness Editorial acceptance guideliness Initial focus on public videos, now Initial focus on public videos, now also consumer generated videos also consumer generated videos
  • 35. JumpCut JumpCut InBrowser video creation InBrowser video creation Browser by movie category Browser by movie category but also by authors but also by authors
  • 36. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 41
  • 37. What does the consumer do online? Blogs Online photo albums Podcasting Shared with friends, vodcasting family, colleagues Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets Why is it so successful? Why is it so successful? You can express yourself! You can express yourself! The photo format, which is highly emotional The photo format, which is highly emotional The technology, allowing content sharing and search The technology, allowing content sharing and search 42
  • 38. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 50
  • 39. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 51
  • 40. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 52
  • 41. What does the consumer do online? Blogs Collaborative content: Podcasting vodcasting Video sharing Photo sharing Wikipedia Wikipedia Collaborative content A free-content encyclopedia A free-content encyclopedia Written collaboratively by Written collaboratively by Social bookmarking volunteers, allowing articles volunteers, allowing articles to be changed by anyone to be changed by anyone with access to the website Social networks with access to the website Claimed to be as accurately Claimed to be as accurately as Encyclopedia Britannica as Encyclopedia Britannica RSS Widgets *See: www.wikipedia.com 53
  • 42. What does the consumer do online? Blogs Social bookmarking: Podcasting vodcasting E.g. Del.icio.us*: Video sharing – Bookmarked shared Photo sharing between people: the Collaborative content power of many Social bookmarking – You can add bookmarks to your list and categorize Social networks them RSS Widgets *See: http://del.icio.us 58
  • 43. 59
  • 44. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 62
  • 45. Blogs Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 63
  • 46. 64
  • 47. 65
  • 48. What does the consumer do online? Blogs Really Simple Syndication Podcasting vodcasting Before: you visit many sites to Video sharing stay informed… but many of Photo sharing them will have changed since !!! Collaborative your last visit… it takes time… content Social bookmarking Now: the solution: Social networks “really simple syndication” RSS Widgets 72
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  • 50. What does the consumer do online? Blogs Podcasting vodcasting Video sharing Photo sharing News feed can be News feed can be refurnished via refurnished via Collaborative RSS RSS content RSS Content can RSS Content can be pushed to be pushed to Social bookmarking modern modern screensavers screensavers Social networks RSS Or simply pushed to Or simply pushed to convenience of customer convenience of customer Widgets desktop screen desktop screen 74
  • 51. What does the consumer do online? Blogs Widget (or Gadgets) are a new category of mini- application Podcasting vodcasting designed to provide information, useful lookup, or enhance an Video sharing application or service on your Photo sharing Computer or the Web. Collaborative content A widget is a little piece of content Social bookmarking or functionality provided by a third Social networks party that you can place on your website. Technically, it's just a RSS snippet of HTML and/or JavaScript that you can manage like any other Widgets content on your website. 75
  • 52. Marketing 2.0 concretely Blogs Startup pages that need widgets: Podcasting vodcasting Video sharing Photo sharing Collaborative content Social bookmarking Social networks RSS Widgets 80
  • 53. Threats & opportunities Do’s & don'ts
  • 54. Threats & opportunities of Marketing 2.0 A very good case: The VW GTI campaign*, won the Cannes Cyber Lions in “Integrated campaign & websites” Why? – Because it’s a smart combination of more traditional e-marketing with Marketing 2.0 techniques – With a relevant concept and message *See: http://www.cpbgroup.co m/awards/vwgtiintegrate d.html 85
  • 55. A smart combination of more traditional e-marketing with Marketing 2.0 techniques 86
  • 56. A product website A product website
  • 57. Webvertising Webvertising
  • 58. A blog A blog
  • 59. Video sharing Video sharing
  • 60. A ringtone A ringtone
  • 61. Even a fake sale Even a fake sale on eBay on eBay
  • 62. And now, what NOT to do… 93
  • 63. Threats & opportunities of Marketing 2.0 What NOT to do: The “Exell vs. Blogger case” Consumer buys a laptop at Exell and detects a security issue He waits one year (!!) and finally gets his laptop back…but the security issue is not fixed Argument in the City 2 shop 94
  • 64. He made some jokes He made some jokes
  • 65. Threats & opportunities of Marketing 2.0 What NOT to do: The “Exell vs. Blogger” case Decision of court clearly choose freedom of speech vs. trademark violation The trial spreads throughout the blogosphere… with huge brand damages for Exell Should you be afraid of NO, they are human beings just like you, Should you be afraid of NO, they are human beings just like you, bloggers? but they can speak very, very loud bloggers? but they can speak very, very loud Should you engage a YES, don’t underestimate the power of Should you engage a YES, don’t underestimate the power of conversation with them? blogosphere conversation with them? blogosphere If you care about PR, you should care about blogs If you care about PR, you should care about blogs 96
  • 66. Conclusions
  • 67. Peter Chane, Google Video [People] like to watch ads, which really surprised me. We don't take advertising on Google Video yet, so this is a great opportunity for advertisers to reach users for free. I'm bullish on them using the Web to test concepts. http://www.wired.com/wired/archive/14.05/google.html 99
  • 68. Conclusions The solution for brands? Remember the magic words: “User generated” “Social” “Disaggregation” “Collective knowledge” “Conversation” See: “Les Jeunes et Internet” report, Le Journal du Net 100
  • 69. Conclusions The solution for brands? Understand the context It’s no use putting a website online, saying your product/brand is great if half the blogosphere is saying it’s not… See: “Les Jeunes et Internet” report, Le Journal du Net 101
  • 70. Conclusions The solution for brands? Use these existing networks to your advantages, i.e. 1. Monitor what’s happening around your brand 2. Integrate these conversation networks 3. Help these consumers to connect with each other: this is as important as the message itself 4. Provide them with tools to spread your message 102
  • 71. Conclusions Your brand Agency Web 2.0 Your brand Agency Web 2.0 Tactics : Monitor blogs & buzz about your brands & products Disseminate brand assets in the Web 2.0 free media Develop/Create traffic to current brand web assets Report relevant trends, statistics, opportunities 103
  • 72. Conclusions Your brand Agency Web 2.0 Your brand Agency Web 2.0 Actions : digitize, upload and tag videos propagate content and tags in in YouTube, GoogleVideo, etc. specialized search engine (technorati,, etc.) upload, tag, photos and campaign visuals (flickr, update or create content in photobucket, etc.) wikis (wikipedia, etc.) bookmarks and tags, create promote websites, blogs, url in groups in (del.icio.us, furl, social bookmarking (digg, sprul, etc.) scoopeo, etc.) create user, groups and analyse traffic (see web animate brands in social analytics offering) networking (myspace, develop widgets, create friendster, etc.) content, launch interactive create blogs with all the marketing campaign, etc. content, moderate comments (blogger, etc.) 104
  • 73. Marketing 2.0 increases efficiency of the existing interactive marketing tactics but does not replace them Reach Marketing 2.0 Marketing 2.0 Classic Interactive Marketing Tactics Classic Interactive Marketing Tactics Evolution 105
  • 74. The Agency of the Future? 106
  • 75. Questions? Thank you!
  • 76. VW Escape TV Case study
  • 77. The context Volkswagen is loosing market shares among youngsters: – Market share of 19-29: 14,5% Why? The brand is perceived as: – “Expensive, inaccessible”: yet, false rationally – Strong in low differentiation criteria: quality, security, reselling value… 109
  • 78. The objectives Correct the price perception “No, VW is not an (more) expensive “No, VW is not an (more) expensive brand” brand” Make youngsters rediscover the brand “OK, VW is quality, design, robustness, “OK, VW is quality, design, robustness, driving pleasure…” driving pleasure…” Rejuvenate the brand: a more inspirational approach… “…but it’s also emotions, fun, and “…but it’s also emotions, fun, and dream” dream” 110
  • 79. The target: The target: For them, there are no “new media”, For them, there are no “new media”, connecting virtually is how they live connecting virtually is how they live 111
  • 80. The strategy If we want to appeal to them, we need to create a platform which is… “Surprising, “Surprising, different, with different, with “Up-to-date: “Up-to-date: impact” impact” video, multi- video, multi- devices devices “Hype, with “Hype, with “Lively with “Lively with word of word of frequent frequent mouth effect” “Beyond mouth effect” “Beyond update” update” interaction, interaction, participation” participation” 112
  • 81. The strategy …exploiting at best today’s youth ecosystem: VW.be: VW.be: product- product- driven driven Separated, Separated, lifestyle- Webosphere: lifestyle- Blogs driven driven Forums platform platform … 113
  • 82. The strategy …with as core message: Emotional representation of the car: Emotional representation of the car: autonomy, independence, grown-up… autonomy, independence, grown-up… “I have a car “I have a car I’m free to live my fun moments” I’m free to live my fun moments” “Free Yourself” 114
  • 83. The creative concept “EscapeTV”: a multimedia participative magazine Multimedia: Multimedia: Video and sound at the heart of it Video and sound at the heart of it Available on the web, iPod, PSP and Available on the web, iPod, PSP and mobile phones mobile phones Participative: Participative: The target will intervene in the The target will intervene in the content, co-creating it content, co-creating it Magazine: Magazine: Monthly publication Monthly publication 115
  • 84. About cool “VW-related” stuff: About cool “VW-related” stuff: Music Music Movies Movies Sport Sport 116
  • 85. The campaign planning From teasing to launch: WK-0 WK-1 WK-2 WK-3 WK-4 Hijacking advert Hijacking advert Forum, blog rumours Forum, blog rumours LAUNCH! LAUNCH! Call for casting/ Call for casting/ actors actors Online casting competition Online casting competition & voting & voting Objective => generate expectation for more! Objective => generate expectation for more! 117
  • 86. > To the casting site 118
  • 87. 119
  • 88. > To the Escape TV site 120
  • 89. The results, so far First key figures Teasing phase (08 - 29/05): 100.000 visits 60.000 unique visitors Average visit length: 3’10’’ # castings: 170 FR + 105 NL Launch phase (webvertising not launched yet), after one week: 2 2.000 visitors Average visits/visitors: 1,42 Vodcast subscription: 1.650 121
  • 90. The conclusions, so far 3 reasons why this campaign makes sense: It’s “more”, it’s different, it’s hype; • Trendy design, use of video it speaks to youngsters • Relevant content • Cool, young and fresh tone of voice It touches youngsters where and when • Not only the Internet is relevant they want • But also on their different devices: from iPod to mobile It takes into account the “word of • Multi-presence: the site, iTunes, RSS mouth” aspect of the web 122
  • 91. VW – Emakina collaboration model End-to-end project reporting Rich & integrated communication - Event coverage - Copywriting, video & Ideas End-to-end project management photo shooting & direction - Video editing LAUNCH! - Site maintenance - Feeds & videocasts Tasks update - E-newsletter management Creation & production 123
  • 92. Questions? Thank you!