ARC\'s Web2.0 Age


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ARC\'s Web2.0 Age

  1. 1. Arc Worldwide Web 2.0: Our Story January, 2006
  2. 2. There’s Already Old School… <ul><li>The Internet has only been around in mass use with a browser for less than 10 years. We’re just getting warmed up. </li></ul><ul><li>Over that time, we have outgrown many tenets and redefined many more. </li></ul><ul><li>Hyper-innovation and technology advances drive continued adoption, experimentation, and re-drawing of boundaries, redefinition of what’s possible. </li></ul><ul><li>Bottom line – we’ve arrived at Web 2.0 </li></ul>
  3. 4. We Group These Into Three Domains of Innovation <ul><li>Continually exploring innovation in three domains: </li></ul><ul><ul><li>Content Development </li></ul></ul><ul><ul><li>Content Distribution </li></ul></ul><ul><ul><li>Content Experience </li></ul></ul><ul><li>Our definition of Web 2.0 flows directly from our perspective on these three basic domains. </li></ul>
  4. 5. It’s About Content A Flow & Relationship Cycle <ul><li>Content </li></ul>Blogs, RSS Feeds Content Development Content Development Content Distribution Mobile Internet Environments Content Experiences Content Experiences Content Experiences Content Experiences Content Experiences From: Marketers Consumers Aggregators
  5. 6. From <ul><li>Content Development </li></ul><ul><ul><li>Robust Destination Sites </li></ul></ul><ul><ul><li>Static Content </li></ul></ul><ul><ul><li>Company Generated Content </li></ul></ul><ul><li>Content Distribution </li></ul><ul><ul><li>Targeted Push </li></ul></ul><ul><ul><li>Brand 2 Consumer </li></ul></ul><ul><ul><li>Searched </li></ul></ul><ul><li>Content Experience </li></ul><ul><ul><li>All Purpose Corporate Site </li></ul></ul><ul><ul><li>Clicks and Eyeballs </li></ul></ul><ul><ul><li>Plug-Ins </li></ul></ul><ul><ul><li>Stickiness </li></ul></ul>To Big Ideas 10
  6. 7. From To <ul><li>Content Development </li></ul><ul><ul><li>Robust Destination Sites </li></ul></ul><ul><ul><li>Static Content </li></ul></ul><ul><ul><li>Company Generated Content </li></ul></ul><ul><li>Content Distribution </li></ul><ul><ul><li>Targeted Push </li></ul></ul><ul><ul><li>Brand 2 Consumer </li></ul></ul><ul><ul><li>Searched </li></ul></ul><ul><li>Content Experience </li></ul><ul><ul><li>All Purpose Corporate Site </li></ul></ul><ul><ul><li>Clicks and Eyeballs </li></ul></ul><ul><ul><li>Plug-Ins </li></ul></ul><ul><ul><li>Stickiness </li></ul></ul><ul><li>Content Development </li></ul><ul><ul><li>1. Distributed Digital Experiences </li></ul></ul><ul><ul><li>2. Dynamic Content </li></ul></ul><ul><ul><li>3. Consumer Generated Content </li></ul></ul><ul><li>Content Distribution </li></ul><ul><ul><li>4. Relevant Pull </li></ul></ul><ul><ul><li>5. Peer 2 Peer </li></ul></ul><ul><ul><li>6. Tagged </li></ul></ul><ul><li>Content Experience </li></ul><ul><ul><li>7. Topic-specific Brand Properties </li></ul></ul><ul><ul><li>8. Level of Engagement </li></ul></ul><ul><ul><li>9. Sensing, Agnostic Platforms </li></ul></ul><ul><ul><li>10. Consumer-driven Conversation </li></ul></ul>
  7. 8. Are Consumers Ready for This? … Absolutely <ul><li>Broadband penetration is staggering; it delivers the enhanced experience of Web 2.0 </li></ul><ul><li>It once took an internet user 5-6 years to become comfortable with buying online. Today it takes 1-2 years </li></ul><ul><li>High expectations and dissatisfaction with current text nature of internet will grow; “I have to read, work for you to sell to me” </li></ul><ul><li>Generations growing-up with immersive video and the expression of their opinion as an integral part of their digital lives </li></ul>
  8. 9. 1. Distributed Digital Experiences <ul><li>No more build it and they will come to you </li></ul><ul><li>Mobile, handsets, short-form content manifesting itself in multiple user environments </li></ul><ul><ul><li>Permission, trust and demand-based delivery </li></ul></ul><ul><li>My database is with me at all times – it’s an extension of me </li></ul><ul><li>Sites must evolve from the sole brand destination to “distribution centers” for value to customers </li></ul>1 Content Development
  9. 10. Today <ul><li>Communication, Digitization driving sharing of everything – and fast! </li></ul><ul><li>Social Networks, let me find friends, globally, and mobile connects me with them all the time </li></ul><ul><li>Blogs – people are able to express, become their own journalists, seek an audience with like minded people </li></ul><ul><li> websites structured around the organizations for the organizations </li></ul><ul><li>90% of websites irrelevant for consumers, they want the 10% that matters to them - delivered at that RIGHT time </li></ul>1 Content Development
  10. 11. 2. Dynamic Content <ul><li>From text to audio to video – to social ‘real world’ content </li></ul><ul><li>Consumer expectation of freshness and change </li></ul><ul><ul><li>Consumers slam corporate podcasts that start strong and then sputter out </li></ul></ul><ul><ul><li>No mercy on iTunes </li></ul></ul><ul><li>The Mash-up mentality – all digital content is meant to be taken and changed for new purposes, agendas, humor </li></ul><ul><li>“ Content” is not placed or “ran”, it LIVES. </li></ul><ul><ul><li>In the form of social communities, environments and groups that function like living organisms </li></ul></ul><ul><ul><li>Warcraft gamers had their characters stage a “protest” in the virtual world against a rule the users didn’t like </li></ul></ul>2 Content Development
  11. 12. 3. Consumer Generated Content <ul><li>From blogs to music to ringtones to microsites to short-form film and games, consumers control the web and our experiences within it </li></ul><ul><li>Consumers have found their voices, and they like the way they sound </li></ul><ul><li>A new generation sees themselves as active participants, not just recipients </li></ul><ul><li>But what is it really – what are the user benefits? </li></ul><ul><ul><li>The opportunity to participate actively in a brand </li></ul></ul><ul><ul><li>A place to indulge their passions, users “co-branding” with you </li></ul></ul><ul><ul><li>A means to live vicariously through others </li></ul></ul><ul><ul><li>The ability to critic, and evaluate products and services </li></ul></ul>3 Content Development
  12. 13. Consumer Generated Content - Growing <ul><li>65% of experienced Internet users find user reviews more helpful than information supplied by the brand </li></ul><ul><li>Fifty-seven Percent Of Online U.S. teens–or roughly 12 million–now create or share online content, including blogs, Web pages, and photos, </li></ul><ul><ul><li>Compare to just 7 percent of adult online users had created blogs </li></ul></ul><ul><li>Some 6 million Americans have downloaded pod casts -- Internet &quot;radio&quot; broadcasts -- from the Web Pew Internet & American Life Project, November, 2005 </li></ul><ul><li>20% of those who have ever listened to a podcast do so weekly </li></ul><ul><ul><li>Listen to average of 6 podcasts week and 4 hours/month listening time </li></ul></ul><ul><ul><li>Study by Bridge Ratings, November, 2005 </li></ul></ul>3 Content Development
  13. 14. What are consumers creating? <ul><li>Link submissions, reviews , discussions and newsgroups ratings, votes and polls, FAQs </li></ul><ul><li>Blogs, Web, Mobile and Video </li></ul><ul><li>Podcasting </li></ul><ul><li>Spoofs of Advertising, Products, Media, Film </li></ul><ul><ul><li>Brokeback Mountain + Top Gun = “Brokeback Squadron” </li></ul></ul><ul><li>Contest Entries - Create Designs, Entries, Vote for the best </li></ul><ul><li>My Designs, My Ideas </li></ul><ul><li>My Content, Reflection on Me and my universe </li></ul><ul><ul><li>Blogging as a means to shape and define identity </li></ul></ul><ul><ul><li>Blogs as brands for individuals – are cared and nurtured for </li></ul></ul>3 Content Development
  14. 15. A Few Words on the Blog Nation <ul><li>They are dynamic, not published weekly or monthly like corporate websites </li></ul><ul><li>They are published daily… and bloggers post actively on other blogs – maintaining their own brand and reputation </li></ul><ul><li>Search engines love new fresh content </li></ul><ul><li>They write content as conversation, story that builds, engages </li></ul><ul><li>Not a push, stuffy PR release approach, but real 2 way dialogue. Fakers are sniffed out a mile away. </li></ul>Content Development 3
  15. 16. Weblogs Cumulative March 2003 - June 2005 Doubling Doubling Doubling Doubling 18.9 Million Weblogs Tracked Doubling in size approx. every 5 months Consistent doubling over the last 36 months
  16. 17. New Blogs per Day As of Oct 2005 over 70,000 blogs were created daily A new weblog is created about every second Recent Spikes partly due to increase in Chinese Blogs 55% of new bloggers are still posting 3 months later 13% of all blogs update weekly (or more) About 2% - 8% of new blogs are spam (red spikes)
  17. 18. Kryptonite Lock Controversy US Election Day Indian Ocean Tsunami Superbowl Schiavo Dies Newsweek Koran Deepthroat Revealed Justice O’Connor Live 8 Concerts London Bombings Katrina Daily Posting Volume 1.2 Million legitimate Posts/Day Spam posts marked in red On average, additional 5.8% are spam posts Some spam spikes as high as 18%
  18. 19. Blue = Mainstream Media Red = Blog Challenge: Fight or Embrace?
  19. 20. 4. Relevant Pull <ul><li>RSS and other content syndication methods are, and will, revolutionize the way content is distributed </li></ul><ul><ul><li>Micro-targeted, updated instantly </li></ul></ul><ul><ul><li>On-demand </li></ul></ul><ul><ul><li>Highly specialized, niche </li></ul></ul><ul><ul><li>Completely at consumer’s discretion </li></ul></ul><ul><ul><li>Opinionated </li></ul></ul><ul><li>Sites springing up that combine customizable RSS feeds, “Feed splicing” </li></ul><ul><li>Exclusive, VIP (pay?) feeds will be next </li></ul>4 Content Distribution
  20. 21. Is it Push Or Pull? <ul><li>No-one is targeted, consumers are friends, welcome back anytime, not targeted for campaigns </li></ul><ul><li>Engagement and “True Friend Experience&quot; is King </li></ul><ul><li>RSS and Email – All Opt in, pulling people back </li></ul><ul><li>Experience create lasting impression - am I happy and satisfied, learns and applies, helpful </li></ul><ul><li>Online delivers human interaction to everyone, wherever and whenever </li></ul>4 Content Distribution
  21. 22. Peer-2-Peer <ul><li>Peers & Customers ARE the New Marketers </li></ul><ul><li>To deliver a new level of immersion of experience </li></ul><ul><li>Put the consumer as the driver and let them be a part of delivering a whole new experience </li></ul><ul><li>Give them the tools and opportunities to speak up </li></ul><ul><ul><li>Be the microphone, the artboard, the broadcaster for them </li></ul></ul><ul><ul><li>Nokia realized they’re selling customer expression, not just selling phones – moblogs already set up for new camera phones </li></ul></ul>5 Content Distribution
  22. 23. Peer-2-Peer <ul><li>Social networking and location aware devices, along with new forms of content development and distribution, make the Web an almost entirely consumer-driven medium </li></ul><ul><li>Consumers far more likely to accept recommendations about a product or service when coming from a peer network vs. a corporation </li></ul><ul><li>Enable loyal customers to say the things as a marketer you wish you could – </li></ul><ul><li>“ The new BMW M5 engine KICKS ASS over AUDI” </li></ul>5 Content Distribution
  23. 24. Who do consumers trust? <ul><li>Who do they engage with in conversations? </li></ul><ul><ul><li>Other individual customers, friends and family </li></ul></ul><ul><ul><li>3 rd party analysts and experts </li></ul></ul><ul><ul><li>Blogs on online communities </li></ul></ul><ul><ul><li>Maybe customer service via chat </li></ul></ul><ul><ul><li>Corporations – less and less! </li></ul></ul><ul><li>Who and where do they turn? </li></ul><ul><ul><li>Friends – phone, e-mail, social meetings </li></ul></ul><ul><ul><li>Blogs and online communities </li></ul></ul><ul><ul><li>Reviews by third party analysts and experts </li></ul></ul><ul><ul><li>Live customer service </li></ul></ul>5 Content Distribution
  24. 25. From Searched to “Tagged” <ul><li>Almost a third of blog posts use tags or user-created categories </li></ul><ul><li>Currently over 25 Million, growing at about 400k/day </li></ul><ul><li>Search engine portals being challenged by tagged content portals </li></ul><ul><ul><li>Customers determine how to classify, “folksonomy” </li></ul></ul><ul><ul><li>Trusted list of valued sites get tagged for others to use </li></ul></ul><ul><ul><li>Communities share tagged content – Flickr photos </li></ul></ul><ul><ul><li>Tagging allows users to browse and search in smaller – but more relevant – pool of websites </li></ul></ul><ul><li>Towards a post-Google system of relevancy, Tag Clouds </li></ul>6 Content Distribution
  25. 27. <ul><li>452 Podcasts matching </li></ul><ul><li>“ dogs” tag in this portal </li></ul>Tag Clouds
  26. 28. Topic Specific Digital Brand Properties <ul><li>Context specific platform delivery (i.e., home, store, city, etc.) </li></ul><ul><li>A stand-along campaign on the web </li></ul><ul><li>Using digital media to launch new products & positioning </li></ul><ul><li>Place-based mobile product info. / value delivery </li></ul>7 Content Experience
  27. 29. Level of Engagement <ul><li>Past the concept of “Clicks and Eyeballs” as measures of reach and awareness </li></ul><ul><li>Towards deeper relationships, pass on, return visits, integration of your content with user content </li></ul><ul><li>May not be about length of session, but quality of session </li></ul><ul><li>Emotional measures, not simply statistical </li></ul>Content Experience 8
  28. 30. <ul><li>A. YOU TAILOR IT </li></ul><ul><li>immersed in the brand via rich, engaging content and personalization </li></ul><ul><li>B. YOU CREATE IT </li></ul><ul><li>user‑generated content, editorial, and reviews </li></ul><ul><li>C. YOU CONTROL IT </li></ul><ul><li>content consumption and experience where and when you want it (on‑demand, beyond the .com). mobile, TiVo, other </li></ul><ul><li>D. YOU SHARE IT </li></ul><ul><li>p2p content distribution platforms creates high degrees of involvement, trust, and confidence </li></ul><ul><li>brand as a platform for like‑minds to interact, (vs) brand as the deliverer of the message </li></ul><ul><li>E. YOU HAVE FUN WITH IT </li></ul><ul><li>learn, play, share, laugh, test, explore </li></ul><ul><li>F. YOU BREATHE IT... </li></ul><ul><li>once the brand belongs to you, then brand preference is the default </li></ul>Content Experience 8 Dimensions of Engagement in the digital world
  29. 31. What does it become? <ul><li>A new breed of consumer engagement </li></ul><ul><li>A category educator </li></ul><ul><li>A visionary communication channel </li></ul><ul><li>Content delivered through experience </li></ul><ul><li>A place to be recognized, a place to share and embrace each other </li></ul><ul><li>A destination </li></ul>8 Content Experience
  30. 32. What does it look like again? <ul><li>One Rich Interactive Platform </li></ul><ul><li>It does not resemble a traditional website, with scrolling pages, forms, functions and content combined </li></ul><ul><li>Human Touch and Community </li></ul><ul><li>A Constant and Reassuring feature </li></ul><ul><li>Every interaction is remembered and acted on </li></ul>8 Content Experience
  31. 33. Sensing, Agnostic Platforms <ul><li>Automatic Awareness </li></ul><ul><li>Content formatted to screen / device / platform </li></ul><ul><li>The end of device drivers </li></ul><ul><li>The new client-server relationship is mobile </li></ul>Content Experience 9
  32. 34. Consumer Driven Conversation <ul><li>Beyond “Stickiness” to a relevant conversation </li></ul><ul><li>Quantity of time on a site is not always a good thing, quality is more important </li></ul><ul><li>Be there for your customer when they need you, what do they want? </li></ul><ul><ul><li>How do you know? </li></ul></ul><ul><ul><li>Incorporating their ideas, listening to them, marketing with them </li></ul></ul>Content Experience 10
  33. 35. Imagine Human Conversation Content Experience 10 <ul><li>The information that I need delivered whenever, however, and wherever </li></ul><ul><li>All information has dimension of contextual relevance – what I see and hear is what I need </li></ul><ul><li>I expect to be recognized – to know my likes and dislikes </li></ul><ul><li>Not pushy, invasive, or assumptive </li></ul><ul><li>Relationship as a source of enjoyment and value </li></ul><ul><li>… versus today’s Corporate Website, where the consumer has to work hard to find information </li></ul><ul><li>Delivery and conversation is a reflection of internal organizational structure – fragmented and segregated </li></ul>
  34. 36. What does it look like? <ul><li>Human face to a corporate experience </li></ul><ul><li>Your own personal guide, welcome back </li></ul><ul><li>Guided tour, just like visiting a friend </li></ul><ul><li>You receive advice </li></ul><ul><li>You ask questions </li></ul><ul><li>You are treated with respect </li></ul><ul><li>Little bit of fun, to make it human </li></ul><ul><li>It remembers you, what you did last visit </li></ul><ul><li>Lets you share your story, listens and learns </li></ul><ul><li>Social –connects you with similar like minded people, to share, learn from, feel belonging </li></ul>Content Experience 10
  35. 37. What’s Next for Purina? <ul><li>A strategic platform for digital experience </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Prototyping / Evaluation </li></ul></ul><ul><ul><li>Iteration </li></ul></ul><ul><ul><li>Enterprise launch </li></ul></ul><ul><li>An infrastructure for rich media and entertainment </li></ul><ul><li>Build a real pet community </li></ul><ul><ul><li>Sow seeds and fertilize the ground for consumer feedback </li></ul></ul><ul><ul><li>Have a plan for what to do with it… </li></ul></ul><ul><ul><li>Keep your “loyals” happy and feeling involved </li></ul></ul>
  36. 38. Purina is at Web 1.25 (with good momentum) <ul><li>What’s working </li></ul><ul><li>Innovation mindset and desire – spiritually you’re there </li></ul><ul><li>Starter distribution network (content feeds) </li></ul><ul><li>Great resources (i.e. off-line entertainment properties) </li></ul><ul><li>What must improve </li></ul><ul><li>Strategic framework for Entertainment content – A Master Plan </li></ul><ul><li>Customer generated content (Podcast idea in the works) </li></ul><ul><li>“ Behind the scenes” blogs, “Exclusive” content, not just recycling existing TV. Original entertainment for interactive. </li></ul><ul><li>Content itself must be RELEVANT… what to re-format? What content to create that’s not there now? </li></ul>
  37. 39. Big Ideas <ul><li>Mobile-based fashion show – consumer submitted “at the park” entries </li></ul><ul><ul><li>Fashion designers do line for dogs </li></ul></ul><ul><ul><li>Models + dogs on runway = “Fashion’s gone to the dogs” </li></ul></ul><ul><ul><li>Co-branding opportunities way outside of the pet care space </li></ul></ul><ul><ul><ul><li>Mobile phone manufactures and carriers </li></ul></ul></ul><ul><ul><ul><li>Hospitality and travel brands </li></ul></ul></ul><ul><li>Redefine the dog show – Sprint Global dog show </li></ul><ul><li>Continue discussion </li></ul>
  38. 40. End