Branding In A Web 2.0 World


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Confusion reigns. It is increasingly difficult to get our marketing message out there and make it stick. The internet offers us new opportunities but where do we start. We know that Web 2.0 is out there but not quite sure what it is or how to use it for marketing our company. If the future is user generated content how can we control our brand? These questions and topics will be discussed using industry examples case studies, and teaching a framework for determining the best way to incorporate Web 2.0 as part of an overall marketing strategy.

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  • Technorati: 24 results for architechs Technorati: 492 blogs for engineers Hireing PR firms to maintain St. Louis Advantages SEO Expert
  • AEC Daily to focus on the “Free Online Continuing education for the architecture, engineering and construction industry . Get AiA, CES and CSI CEU credits. Current challenges and trends – Primavera Formats: Interview Roundtable
  • Photographers that are featuring architecture as the topic Engineering and constructions: projects Groups Comments with link to the company websites or create a group for your company with in-bound links
  • Sharing knowledge – building expert reputation Project updates – Chicago Spire
  • Leverage employee base and have them set up profiles with guidelines to provide brand consistancy Understand clients using polls and Q&A features Build a community of customers and prospects to allow them to connect Linked in: The group caters to people with an interest in the Architecture, Engineering & Construction (AEC) Industry. Share your stories, ask questions and network with people with AEC on their mind. AEC SIG group existing
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  • Branding In A Web 2.0 World

    1. 1. Branding in a Web 2.0 World Barbarians at the Gate Barb Cagley President
    2. 2. What is Web 2.0 <ul><li>Philosophy Letting go of control, sharing </li></ul><ul><li>Definition Web-based communities and hosted services where you participate </li></ul><ul><li>Examples Blogs, podcasts, Flickr, YouTube, MySpace, Facebook,, digg, Mashable Content, Widgets, Twitter and Wikipedia </li></ul>
    3. 3. Branding <ul><li>Traditional Consistent message will create a consistent Approach thought. </li></ul><ul><li>Reality A brand is a result of the message you put out there combined with the clients experience. </li></ul><ul><li>Ultimately, it is what your customers think you are. </li></ul>
    4. 4. Branding Challenges <ul><li>Clients have more choices than ever before. </li></ul><ul><li>Clients have access to plentiful, objective information. </li></ul><ul><li>Clients control a valuable resource that sellers want: information about themselves. </li></ul><ul><li>Clients trust others less and themselves more. </li></ul><ul><li>*Brand Harmony, Steve Yastrow </li></ul>
    5. 5. Trust <ul><li>My own abilities 80% 86% </li></ul><ul><li>News reports on TV 54 27 </li></ul><ul><li>News reports in newspapers 49 25 </li></ul><ul><li>News reports in magazines 37 14 </li></ul><ul><li>Recommendations of doctors 69 65 </li></ul><ul><li>Salespeople in clothing stores 23 7 </li></ul><ul><li>Corp. point of view statements 20 3 </li></ul><ul><li>Advertising 8 3 </li></ul><ul><li>Used car salesman 15 2 </li></ul><ul><li>Source: Yesawich, Pepperdine, brown & Russell/Yankelovich Partners 2003 National Travel Monitor </li></ul>Great confidence in: 1987 2003
    6. 6. Branding <ul><li>52% of adult consumers typing queries into search engines to make routine purchase decisions. </li></ul><ul><li>Source: Forrester Research </li></ul><ul><li>50% of all consumers are more likely to be influenced by work-of-mouth recommendations from their peers than radio or TV ads. </li></ul><ul><li>Source: Nielson BuzzMetrics 2005 </li></ul>
    7. 7. What is Web 2.0 <ul><li>Blog :: Web log that anyone can contribute to </li></ul>
    8. 8. What is Web 2.0 Feed Aggregator :: Choose blog feeds
    9. 9. What is Web 2.0 <ul><li>Podcasts :: Audio show </li></ul>
    10. 10. What is Web 2.0 <ul><li>Flickr :: Photo sharing </li></ul>
    11. 11. What is Web 2.0 <ul><li>YouTube :: Video sharing </li></ul>
    12. 12. What is Web 2.0 <ul><li>Social Networking :: LinkedIn, MySpace, Facebook </li></ul>
    13. 13. What is Web 2.0 <ul><li>Twitter Micro-blogging that uses instant messaging, SMS and the web to relay short comments. </li></ul><ul><li>Mashups Two or more sets of data combined online to create a new entity; often used with software, music or video. </li></ul><ul><li>Widgets Reusable code that can bring live content to a web page </li></ul><ul><li>Wiki A collaborative website that comprises of the work of many authors. </li></ul>
    14. 14. Personas <ul><li>Hit & Run </li></ul><ul><li>Understands and uses the internet to serve their needs. Want to get in and get out. </li></ul><ul><li>Expectations </li></ul><ul><li>Speed </li></ul><ul><li>Efficiency </li></ul><ul><li>Easy </li></ul><ul><li>Control </li></ul><ul><li>Findability </li></ul>
    15. 15. Personas <ul><li>Researcher </li></ul><ul><li>Loves all the information the internet can provide. Not afraid to participate but chooses not to unless they are looking for specific information. Will spend time focused on tasks. </li></ul><ul><li>Expectations </li></ul><ul><li>Knowledge </li></ul><ul><li>Dialog </li></ul><ul><li>Entertainment </li></ul><ul><li>Popularity rankings </li></ul><ul><li>Inspiration </li></ul>
    16. 16. Personas <ul><li>Influencer </li></ul><ul><li>Wants to be famous and have a say. Will actively participate and expects acknowledgement. Spends leisure and social time online. </li></ul><ul><li>Expectations </li></ul><ul><li>Community </li></ul><ul><li>Portability </li></ul><ul><li>Self-expression </li></ul><ul><li>Recognition </li></ul>
    17. 17. Framework Transactional Efficiency Conversation Researcher Influencer Hit & Run
    18. 18. <ul><li>My Account </li></ul><ul><ul><li>Order status </li></ul></ul><ul><ul><li>Quick check-out preferences </li></ul></ul><ul><ul><li>Gift card balance </li></ul></ul><ul><ul><li>Credit card management </li></ul></ul><ul><ul><li>Affinity program benefits </li></ul></ul><ul><li>Easy Navigation and Intuitive Presentation </li></ul><ul><ul><li>Size availability change with color choices </li></ul></ul><ul><ul><li>Shopping all on one page, fast </li></ul></ul><ul><li>Quick Look </li></ul> Case Study – Hit & Run
    19. 19. Hit & Run Persona <ul><li>E-Coupons </li></ul><ul><li>Store Locators </li></ul><ul><li>Keyword Searches </li></ul><ul><li>SEO </li></ul><ul><li>Search Correlated Landing Pages </li></ul><ul><li>In-store Pickup </li></ul>Other Tools
    20. 20. <ul><li>Entertaining Home Page Animation </li></ul><ul><ul><li>Featured a coupon </li></ul></ul><ul><ul><li>Focused on the brand message </li></ul></ul><ul><li>Membership Program </li></ul><ul><ul><li>Upload a photo of customers floors and customize </li></ul></ul><ul><ul><li>Take a tour before to show how easy </li></ul></ul><ul><ul><li>Use provided rooms and decorate </li></ul></ul><ul><li>Call to Action </li></ul><ul><ul><li>Store locator </li></ul></ul><ul><ul><li>Order sample wood finishes </li></ul></ul> Case Study - Researcher
    21. 21. Researcher Persona <ul><li>Tagging </li></ul><ul><li>Reviews </li></ul><ul><li>Contests </li></ul><ul><li>Live Help </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Sales Alerts </li></ul>Other Tools
    22. 22. Case Study - Influencer <ul><li>Online Community </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Forum </li></ul></ul><ul><ul><li>Facilitate in person meetings </li></ul></ul><ul><li>Facebook Group </li></ul><ul><ul><li>Webinars </li></ul></ul><ul><ul><li>Ask the expert </li></ul></ul><ul><ul><li>Real-time conversations </li></ul></ul><ul><ul><li>Related groups </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul>
    23. 23. Influencer Persona <ul><li>Twitter </li></ul><ul><li>Wikis </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Survey </li></ul><ul><li>Reviews and Rankings </li></ul>Other Tools
    24. 24. Business Objective <ul><li>Hit & Run Contact for more Number of Contacts Information </li></ul><ul><li>Researcher Download Case Studies Number of Downloads </li></ul><ul><li>Influencer Awareness Buzz Monitoring Customer Acquisition </li></ul>Metric Objective
    25. 25. Why Should You Adapt Web 2.0 <ul><li>Revenue from niche markets </li></ul><ul><li>Targeted market means better ROI </li></ul><ul><li>Hear direct from consumers helps R&D </li></ul><ul><li>Relationships with customer helps marketing effort </li></ul><ul><li>Stay ahead of your competition </li></ul>
    26. 26. Confusion Reigns? Open the Gates and Invite the Barbarians to Participate