Prospects and Tasks for Web 2.0 business
Agenda <ul><li>What is Web 2.0? </li></ul><ul><li>Prospects of Web 2.0 business </li></ul><ul><li>Tasks of Web 2.0 busines...
What is Web 2.0?
<ul><li>Internet services that foster  collaboration  and  information sharing </li></ul><ul><li>Applied to websites and I...
 
Web 1.0 Publishers/Retailers (powerful, magnanimous) Consumers
Web 2.0 Users  (empowered, interacting, creating) Intermediaries (networks, search engines, brokers)
<ul><li>Paradigm Shift </li></ul><ul><li>Traditional means of communication giving way to new generation of Internet based...
The Age of Conversation “ Social Media is people having conversations online”
“ For seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing a...
But why should I care?
Reason #1 SOCIAL NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN MOST SITES. TIME, OCTOBER 13, 2007
These people    companies’ potential customers, employees or shareholders Over  13 million  articles 200,000,000   blogs ...
Prospects of Web 2.0 Business Traditional Method The Internet Small Jewelry designer
<ul><li>Business landscape increasingly shifting away from just a small no. (head of demand curve) to a huge no. of niches...
Prospects of Web 2.0 Business <ul><li>25%  of search results for the World’s Top 20 largest brands are links to user-gener...
The fact is… Web 2.0 is not a fad It’s a fundamental shift in the way we communicate. People are talking about your brand....
However Only 38% of companies gather insight from customer engagements Only 32% look for ways to turn problems into new sa...
Bottom Line? Nearly  two-thirds  of companies are not finding their customers’ voice Maintaining customer happiness & loya...
Tasks of Web 2.0 Business Boarding the 2.0 wagon…
A. Listen.
B. Participate.
C. Relinquish Control.
D. Engage.
Case Studies
Case Studies <ul><li>Are there differences in social media strategy between </li></ul><ul><li>Industries? </li></ul><ul><l...
 
BMW’s Social Media Strategy <ul><li>Expanding market to younger consumers </li></ul><ul><li>Becoming increasingly active i...
<ul><li>1. BMW 1-Series Model Campaign </li></ul><ul><li>Sporty and smaller car </li></ul><ul><li>Targeted at younger audi...
BMW 1-Series Graffiti Car Contest Facebook Page
<ul><li>BMW 1-Series Facebook Group </li></ul><ul><li>BMW 1-Series Microsite </li></ul>
BMW 1-Series Rampenfest Campaign Viral Marketing for BMW 1-Series
 
<ul><li>2. Second Life </li></ul>BMW’s Social Media Campaign  <ul><li>Virtual world where users interact through avatars. ...
<ul><li>BMW Store in Second Life </li></ul><ul><li>BMW representative, Munich Express </li></ul>
 
<ul><li>Targeted towards younger consumers </li></ul><ul><li>At the beginning stage of social media as compared to KIA Mot...
KIA’s Social Media Campaign <ul><li>1. Corporate Blog: KIA Buzz </li></ul><ul><li>Written by Kia experts and management fr...
KIA’s Social Media Campaign <ul><li>2.  Q Member </li></ul><ul><li>Site for people who just bought a car </li></ul><ul><li...
Analysis of Case Study 1 <ul><li>CONTENT </li></ul><ul><li>BMW </li></ul><ul><ul><li>Provides consumers with engaging and ...
Analysis of Case Study 1 <ul><li>COMMUNICATION </li></ul><ul><li>BMW & KIA </li></ul><ul><ul><li>Easy and efficient access...
Analysis of Case Study 1 <ul><li>COMMERCE </li></ul><ul><li>BMW </li></ul><ul><ul><li>Created a commerce environment by di...
Analysis of Case Study 1 <ul><li>COMMUNITY </li></ul><ul><li>BMW </li></ul><ul><ul><li>Performed better in creating a comm...
 
 
Samsung’s Social Media Strategy
Samsung’s Social Media Campaign  <ul><li>1. Samsung Tomorrow </li></ul>
Samsung’s Social Media Campaign  <ul><li>Samsung Tomorrow </li></ul>
Samsung’s Social Media Campaign  <ul><li>Samsung Tomorrow </li></ul>
Samsung’s Social Media Campaign  <ul><li>Samsung Tomorrow </li></ul>
Samsung’s Social Media Campaign  <ul><li>2. Samsung Corby Naver Café  </li></ul><ul><ul><li>Purpose:  </li></ul></ul><ul><...
Samsung’s Social Media Campaign  <ul><li>Samsung Corby Naver Café  </li></ul>
Samsung’s Social Media Campaign  <ul><li>Samsung Corby Naver Café  </li></ul>
 
Sony’s Social Media Strategy
Sony’s Social Media Campaign <ul><li>1. Sony Community </li></ul><ul><li>IT’S ABOUT 2-WAY CONVERSATION </li></ul>
Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
Sony’s Social Media Campaign <ul><li>Sony Community (New) </li></ul>
 
 
Sony’s Social Media Campaign <ul><li>2. Sony Twitter  </li></ul>
Sony’s Social Media Campaign <ul><li>Sony Twitter  </li></ul>
Sony’s Social Media Campaign <ul><li>Sony Twitter  </li></ul>
Analysis of Case Study 2 <ul><li>CONTENT   </li></ul>Samsung  Sony  Highly differentiated content to attract different aud...
Analysis of Case Study 2 <ul><li>COMMERCE </li></ul>Samsung  Sony  Does not actively utilize social media for direct selli...
Analysis of Case Study 2 <ul><li>COMMUNITY </li></ul>Samsung  Sony  Higher level of engagement. More active in contributin...
Analysis of Case Study 2 <ul><li>Conclusion </li></ul>Samsung  Sony  Learn from Sony on how to use Web 2.0 for commercial ...
 
Conclusion <ul><li>Importance of conversations </li></ul><ul><li>Why conversations and Web 2.0? </li></ul><ul><ul><li>Conv...
Upcoming SlideShare
Loading in...5
×

Prospects and tasks for web 2.0 business final

781

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
781
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • So what comes to your mind when you think of Web 2.0? For the Koreans: Cyworld, gmarket, naver
  • Web 2.0 A term broadly referring to Internet services that foster collaboration and information sharing; These characteristics are what set “Web 2.0” apart from “Web 1.0”.The term is often applied to websites and Internet services that foster social media or other sorts of peer production . Social Media Content that is created, shared, and commented on by a broader community of users . Services that support the production and sharing of social media include blogs, wikis, video sites like YouTube, and most social networks.
  • Here’s another way to understand what Web 2.0 is about. Tag cloud which a typical web 2.0 phenomenon in itself. Tags are usually single words and are normally listed alphabetically, and the importance of a tag is shown with font size or color So we now know what web 2.0 is. What sets it apart from web 1.0 then?
  • Here’s web 1.0 as we know it. The supplier has control over the information so they were seen as the powerful, magnanimous ones. The way we used Web 1.0 was typically very linear. The internet was seen as a tool for business and utility. Webmasters created websites and users visited and viewed them. Communication was between webmaster and client. Webpages were static and when we needed an answer to a question our only option was to “AskJeeves” or “Yahoo”
  • Web 2.0 sites allow users to interact not only with the site and webmaster but with other people who access the site. Some good examples of Web 2.0 sites are Facebook, MySpace, and Digg. Nowadays anyone and everyone is creating their own webpages filled with content that they enjoy. Making webpages is now within the reach of people who have no programming knowledge. In Web 1.0 website creation was left to the “experts”. The use of the internet went from being driven by expert webmasters to being driven by users. Users are now involved in creating their own internet experience. There are thus the ones who are empowered with the ability to create and interact with others. One way I like to think of the difference between 2.0 and 1.0 is to consider Web 1.0 as a 2D picture that one looks at and enjoys whereas Web 2.0 is a 3D experience where things are happening all around you and you are a part of it.
  • The shift can be illustrated by this diagram. Here, we are witnessing a paradigm shift where traditional means of communication are quickly giving way to a new generation of Internet based tools. Traditional means of communication puts heavy reliance on print-based documents, email and static Internet websites. However with digital media tools becoming increasingly cheap and ubiquitous, audiences are now allowed to be involved in far greater levels of two-way interaction, discussion and conversation shift of control from institutions to consumers. the media no longer owns the audience. Instead, the audience has now the power to create and produce their own content.
  • Welcome to the Age of conversation Conversation is the essence of social media because social media is basically people having conversations online. And these conversations are powered by the digital tools mentioned earlier.
  • UGC has become possible thanks to the tools of creation that has become increasingly available in everyone’s hands. Take for example our own personal computer. It comes equipped with media creation and editing tools. Even the cell phones that are in our pocket boast video recording, audio recording, GPS location, mobile internet and other capabilities, making it a very powerful media creation device. With such easily available digital media tools, people who were mere consumers in the past are now becoming creators
  • Not only that, jumping onto the web 2.0 bandwagon has financial benefits for businesses Let’s take a small jewelry designer as an example. If she wants to sell to the consumers directly, the traditional method is to sell her products at craft fairs and such. However, with business websites that are affordable to create, small business can thrive on selling their products to consumers directly via the Internet. Also, a brick and mortar jewelry store would need to be filled with products for customers to look at but with such business websites, online photographs would suffice and consumers can simply choose and select their desired items. This is a huge advantage to small business owners such as a jewelry designer because the product does not have to be assembled until the consumer orders it.
  • This reiterates the long tail principle which corresponds to the Pareto Distribution where the business landscape is increasingly shifting away from just a small number (head of the demand curve) to a huge number of niches (tail of the curve). Another dimension of the long tail effect is the dramatically falling costs of reaching those niches. As a result, with the Internet and the easy access to the tools of Web 2.0, it can drive demand down to serve millions of niche markets. In sum, the prospect of Web 2.0 businesses is in the creation of the Internet and digital media tools which helps increase the efficiency by allowing consumers to have easier access, hence breaking the geographical barrier and lowering the distribution costs. In fact, several initiatives have been undertaken by businesses with the purpose of expanding their consumer base into different countries. Some web-based initiatives include incorporating different languages to reach global audiences, using culturally-appropriate colors in the web pages, allowing various payment methods and currencies acceptable in different countries, tailoring contents and visuals to the targeted audiences, etc.
  • http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/
  • Why is it important to find the customers’ voice? Or why do companies need to have engaging conversations with employees and clients? Well, maintaining customer happiness and loyalty comes from listening to where and how customers are talking.
  • But just by jumping onto the web 2.0 bandwagon does not mean immediate success. They have to properly utilise the tools. We will hence examine 2 case studies in which the companies in the respective industries engage in web 2.0.
  • To make it fair between the 2 industries. So that we can analyze them in a level playing field. For fair comparision
  • Transcript of "Prospects and tasks for web 2.0 business final"

    1. 1. Prospects and Tasks for Web 2.0 business
    2. 2. Agenda <ul><li>What is Web 2.0? </li></ul><ul><li>Prospects of Web 2.0 business </li></ul><ul><li>Tasks of Web 2.0 business </li></ul><ul><li>Case Studies </li></ul><ul><ul><li>BMW vs. Kia Motors </li></ul></ul><ul><ul><li>Sony vs. Samsung Group </li></ul></ul>
    3. 3. What is Web 2.0?
    4. 4. <ul><li>Internet services that foster collaboration and information sharing </li></ul><ul><li>Applied to websites and Internet services that foster social media or other sorts of peer production </li></ul><ul><li>Content that is created, shared, and commented on by a broader community of users </li></ul>Web 2.0 Social Media
    5. 6. Web 1.0 Publishers/Retailers (powerful, magnanimous) Consumers
    6. 7. Web 2.0 Users (empowered, interacting, creating) Intermediaries (networks, search engines, brokers)
    7. 8. <ul><li>Paradigm Shift </li></ul><ul><li>Traditional means of communication giving way to new generation of Internet based tools </li></ul><ul><li>Audiences involved in 2 way interaction, discussion & conversation </li></ul><ul><li>Shift of control from institutions to consumers </li></ul>
    8. 9. The Age of Conversation “ Social Media is people having conversations online”
    9. 10. “ For seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, Time’s Person of the Year for 2006 is you”
    10. 11. But why should I care?
    11. 12. Reason #1 SOCIAL NETWORKING SITES ARE OFFICIALLY MORE POPULAR THAN MOST SITES. TIME, OCTOBER 13, 2007
    12. 13. These people  companies’ potential customers, employees or shareholders Over 13 million articles 200,000,000 blogs #2 largest search engine in the world 54% = no. of bloggers who post content or tweet daily
    13. 14. Prospects of Web 2.0 Business Traditional Method The Internet Small Jewelry designer
    14. 15. <ul><li>Business landscape increasingly shifting away from just a small no. (head of demand curve) to a huge no. of niches (tail of curve) </li></ul><ul><li>Falling costs of reaching those niches </li></ul>
    15. 16. Prospects of Web 2.0 Business <ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content </li></ul><ul><li>34% of bloggers post opinions about products & brands </li></ul><ul><li>78% of consumers trust peer recommendations </li></ul><ul><li>Only 14% trust advertisements </li></ul><ul><li>Only 18% of traditional TV campaigns generate a positive ROI </li></ul><ul><li>Source: http://socialnomics.net/2009/08/11/statistics-show-social-media-is-bigger-than-you-think/ </li></ul>
    16. 17. The fact is… Web 2.0 is not a fad It’s a fundamental shift in the way we communicate. People are talking about your brand. Right now.
    17. 18. However Only 38% of companies gather insight from customer engagements Only 32% look for ways to turn problems into new sales opportunities Only 17% use the opportunity to identify & cultivate potential customer champions and advocates Only 1 in 5 embrace intelligent Internet analytics Source: http://www.destinationcrm.com/articles/Web-Exclusives/Viewpoints/Can-You-Hear-the-Social-Media-Conversation-56361.aspx
    18. 19. Bottom Line? Nearly two-thirds of companies are not finding their customers’ voice Maintaining customer happiness & loyalty comes from listening to where & how customers are talking
    19. 20. Tasks of Web 2.0 Business Boarding the 2.0 wagon…
    20. 21. A. Listen.
    21. 22. B. Participate.
    22. 23. C. Relinquish Control.
    23. 24. D. Engage.
    24. 25. Case Studies
    25. 26. Case Studies <ul><li>Are there differences in social media strategy between </li></ul><ul><li>Industries? </li></ul><ul><li>Geographical Location? </li></ul>International Level Local Level Automobile Industry Electronics Industry
    26. 28. BMW’s Social Media Strategy <ul><li>Expanding market to younger consumers </li></ul><ul><li>Becoming increasingly active in the Web 2.0 world </li></ul><ul><li>New expansion of information exchange for fans and prospective customers </li></ul><ul><li>“ To give people a reason to engage with or participate in your advertising” </li></ul>
    27. 29. <ul><li>1. BMW 1-Series Model Campaign </li></ul><ul><li>Sporty and smaller car </li></ul><ul><li>Targeted at younger audience </li></ul><ul><li>$15 to $25 million was spent on online media advertising </li></ul><ul><li>Facebook: Graffiti Car Contest </li></ul>BMW’s Social Media Campaign
    28. 30. BMW 1-Series Graffiti Car Contest Facebook Page
    29. 31. <ul><li>BMW 1-Series Facebook Group </li></ul><ul><li>BMW 1-Series Microsite </li></ul>
    30. 32. BMW 1-Series Rampenfest Campaign Viral Marketing for BMW 1-Series
    31. 34. <ul><li>2. Second Life </li></ul>BMW’s Social Media Campaign <ul><li>Virtual world where users interact through avatars. </li></ul><ul><li>BMW’s representative will talk and engage with visitors via a chat script </li></ul><ul><li>Find out how people perceive BMW through other avenues such as user’s second life blog </li></ul><ul><li>Clears up misunderstandings </li></ul><ul><li>Allow users to know more about the brand </li></ul>
    32. 35. <ul><li>BMW Store in Second Life </li></ul><ul><li>BMW representative, Munich Express </li></ul>
    33. 37. <ul><li>Targeted towards younger consumers </li></ul><ul><li>At the beginning stage of social media as compared to KIA Motors America and Europe </li></ul><ul><li>Low level of two-way communication between KIA and users </li></ul><ul><li>Focus is still on face to face interaction and traditional marketing </li></ul>KIA’s Social Media Strategy
    34. 38. KIA’s Social Media Campaign <ul><li>1. Corporate Blog: KIA Buzz </li></ul><ul><li>Written by Kia experts and management from across the company </li></ul><ul><li>Shares information about vehicles, news and opinion with consumers </li></ul>
    35. 39. KIA’s Social Media Campaign <ul><li>2. Q Member </li></ul><ul><li>Site for people who just bought a car </li></ul><ul><li>Members can enjoy special privileges </li></ul>
    36. 40. Analysis of Case Study 1 <ul><li>CONTENT </li></ul><ul><li>BMW </li></ul><ul><ul><li>Provides consumers with engaging and informative content </li></ul></ul><ul><ul><li>Utilize more social media platforms </li></ul></ul><ul><ul><li>Higher level of transparency </li></ul></ul><ul><ul><ul><li>All information about campaigns and vehicles are on the Internet. </li></ul></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Information exchange is mostly one way </li></ul></ul><ul><ul><li>Lack of two-way communication between KIA and consumers </li></ul></ul><ul><ul><li>KIA should increase its content and keep information engaging and interesting </li></ul></ul>
    37. 41. Analysis of Case Study 1 <ul><li>COMMUNICATION </li></ul><ul><li>BMW & KIA </li></ul><ul><ul><li>Easy and efficient access to communication </li></ul></ul><ul><ul><li>Managed to abolish all barriers customer might have during the communication process </li></ul></ul><ul><ul><li>No problems or delays in website </li></ul></ul>
    38. 42. Analysis of Case Study 1 <ul><li>COMMERCE </li></ul><ul><li>BMW </li></ul><ul><ul><li>Created a commerce environment by displaying vehicle accessories for sale, providing quotation services for used vehicles, online shop for apparels and accessories, BMW customization services and many others </li></ul></ul><ul><ul><li>Users feel more confident and at ease buying a BMW as they know more about the product. </li></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Created a commerce environment through their ‘Q Member’ site </li></ul></ul><ul><ul><li>Lacked the engagement and participation of information and services that BMW implements on its websites </li></ul></ul>
    39. 43. Analysis of Case Study 1 <ul><li>COMMUNITY </li></ul><ul><li>BMW </li></ul><ul><ul><li>Performed better in creating a community with their users as they used more social media platforms </li></ul></ul><ul><ul><li>Created several forms of community with different type of audiences </li></ul></ul><ul><ul><li>Higher level of engagement with customers </li></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Should engage in more forms of social media </li></ul></ul><ul><ul><li>Increase consumer’s awareness about KIA </li></ul></ul>
    40. 46. Samsung’s Social Media Strategy
    41. 47. Samsung’s Social Media Campaign <ul><li>1. Samsung Tomorrow </li></ul>
    42. 48. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
    43. 49. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
    44. 50. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
    45. 51. Samsung’s Social Media Campaign <ul><li>2. Samsung Corby Naver Café </li></ul><ul><ul><li>Purpose: </li></ul></ul><ul><ul><ul><li>Platform for Corby users to upload photos and videos taken using their phones, and for them to discuss about the phone’s performance through the discussion forums. </li></ul></ul></ul>
    46. 52. Samsung’s Social Media Campaign <ul><li>Samsung Corby Naver Café </li></ul>
    47. 53. Samsung’s Social Media Campaign <ul><li>Samsung Corby Naver Café </li></ul>
    48. 55. Sony’s Social Media Strategy
    49. 56. Sony’s Social Media Campaign <ul><li>1. Sony Community </li></ul><ul><li>IT’S ABOUT 2-WAY CONVERSATION </li></ul>
    50. 57. Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
    51. 58. Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
    52. 59. Sony’s Social Media Campaign <ul><li>Sony Community (New) </li></ul>
    53. 62. Sony’s Social Media Campaign <ul><li>2. Sony Twitter </li></ul>
    54. 63. Sony’s Social Media Campaign <ul><li>Sony Twitter </li></ul>
    55. 64. Sony’s Social Media Campaign <ul><li>Sony Twitter </li></ul>
    56. 65. Analysis of Case Study 2 <ul><li>CONTENT </li></ul>Samsung Sony Highly differentiated content to attract different audiences Low differentiation in content Higher proportion of content contributed by participants Higher proportion of content provided by company Focus more on fun and entertainment Focus more on product information Less control over content More control over content
    57. 66. Analysis of Case Study 2 <ul><li>COMMERCE </li></ul>Samsung Sony Does not actively utilize social media for direct selling Actively uses social media especially Twitter for direct selling
    58. 67. Analysis of Case Study 2 <ul><li>COMMUNITY </li></ul>Samsung Sony Higher level of engagement. More active in contributing content Lower level of engagement. Most only post short comments. More avenues to contribute content e.g. forums and photo-sharing Less avenues to contribute content Not successful in shifting communities to own website Not successful in shifting communities to own website
    59. 68. Analysis of Case Study 2 <ul><li>Conclusion </li></ul>Samsung Sony Learn from Sony on how to use Web 2.0 for commercial purposes Learn from Samsung on how to create more fun and entertaining content
    60. 70. Conclusion <ul><li>Importance of conversations </li></ul><ul><li>Why conversations and Web 2.0? </li></ul><ul><ul><li>Conversation is a fundamental part of being human and for centuries, commerce was largely based on conversation & interaction between people </li></ul></ul><ul><li>Social media do not make the conversations but supports it </li></ul>
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×