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Web 2.0 Presentation For Advertising Company

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Web 2.0 Presentation For Fictitious Advertising Company done by our group for MBA course "Leading Dynamic Organisation in the Information Age"

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Web 2.0 Presentation For Advertising Company

  1. 1. Collaborative Technologies Strategy for Boston Advertising Harbaldeep Singh Catherine Chan Dmitriy Yermakov Jennifer Horne Kenneth Kanyagui Paushal Patel Prashant Zemse WEB 2.0
  2. 2. WEB 2.0 Growing Adoption of Twitter
  3. 3. WEB 2.0 Agenda <ul><li>Enterprise 2.0 Strategy </li></ul><ul><li>Market Trend (Twitter) </li></ul><ul><li>Mash-Ups (Confluence) </li></ul><ul><li>Web Media (XProve) </li></ul><ul><li>Action plan </li></ul><ul><li>Adoption & Development Strategy </li></ul><ul><li>Human Capital Strategy </li></ul><ul><li>Metrics for Success </li></ul><ul><li>Challenges </li></ul>
  4. 4. Enterprise 2.0 Strategy Mash-Up (Confluence) Market Trend (Twitter) Web Media (XProve) Branding Collaboration Content Management Best Practice Sharing Knowledge Management Human Capital Scalability
  5. 5. WEB 2.0 Boston Advertising
  6. 6. Anatomy of Twitter WEB 2.0 <ul><li>What are you doing? </li></ul><ul><ul><li>Microblogging Service in 140 characters </li></ul></ul><ul><ul><li>Conversation space not a publication </li></ul></ul><ul><ul><li>Follow and Followers </li></ul></ul><ul><ul><li>Twitter as a business strategy – Zappos, Whole Foods, Comcast, JetBlue, Starbucks, Home Depot </li></ul></ul><ul><ul><li>ComScore - 9.3 Million users in March (131% growth from Feb.) </li></ul></ul>
  7. 7. Benefits WEB 2.0 <ul><ul><li>Word of Mouth (on Steroids) </li></ul></ul><ul><ul><li>Product Information </li></ul></ul><ul><ul><li>Market Information </li></ul></ul><ul><ul><li>Customer Demographics </li></ul></ul><ul><ul><li>Customer Preferences </li></ul></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><ul><li>Real-time Information </li></ul></ul>
  8. 8. A Twitter User WEB 2.0 <ul><ul><li>Customer Demographics </li></ul></ul><ul><ul><li>Customer Preferences / Likes / Dislikes </li></ul></ul><ul><ul><li>Focus Groups </li></ul></ul><ul><ul><li>Real-time Information </li></ul></ul>
  9. 9. Twitter in 140 Characters WEB 2.0
  10. 10. Metrics/Analytics WEB 2.0
  11. 11. Mash-Ups (Confluence) WEB 2.0 Boston Advertising
  12. 12. What are Mash-Ups? WEB 2.0 <ul><li>Single Integration Web Application Tool </li></ul><ul><ul><li>Using newer, loosely defined &quot;Web 2.0&quot; techniques </li></ul></ul><ul><li>Business Mash-up </li></ul><ul><ul><li>Integrating business and data services </li></ul></ul><ul><ul><li>Making services tangible to the business user through user-friendly Web browser interfaces. </li></ul></ul>
  13. 13. Confluence
  14. 14. What-Is-In-It-For-Me? You can view a space's most popular labels to get an idea of the most popular topics within the space: You can also view a space's labels alphabetically, which is a convenient way of providing an index for online documentation:
  15. 15. Web Media (XProve) WEB 2.0 Boston Advertising
  16. 16. Advertising Campaign (Today) WEB 2.0 Traveling Cost Shipping Cost Traveling Cost Meet Client Design/Re-Design Client Review
  17. 17. Advertising Campaign (Tomorrow) WEB 2.0
  18. 18. Advertising Campaign (Tomorrow) WEB 2.0
  19. 19. Benefits WEB 2.0 <ul><ul><li>Fast Service </li></ul></ul><ul><ul><li>Central Repository </li></ul></ul><ul><ul><li>Automatic Notification </li></ul></ul><ul><ul><li>Maintains History </li></ul></ul><ul><ul><li>Multi Location Participation </li></ul></ul>
  20. 20. Action Plan WEB 2.0 Boston Advertising
  21. 21. Mash-up (Placeholder) WEB 2.0 May Oct Jun Nov Dec Jul Aug Sep Twitter Confluence XProve Steering Committee (Resources, Policies, Evaluation) Pilot Project Action Plan User Adoption & Development Competency Center Human Capital Strategy
  22. 22. WEB 2.0 User Adoption & Development Expert Program Incentive Program Internal Advertisement Open Sessions Training Super Users Workflow Integration
  23. 23. Competency Center Super Users Super Users Super Users Super Users Competency Center Technical Support End User
  24. 24. WEB 2.0 Human Capital <ul><li>Improve Human Capital Scalability to enable synergy among the existing knowledge and facilitate the creation of new knowledge </li></ul><ul><li>Align position profiles with Company’s objectives </li></ul><ul><li>Strategize future hiring and key role succession plan based on these profiles </li></ul>
  25. 25. Metrics WEB 2.0 Boston Advertising
  26. 26. Metrics WEB 2.0 <ul><li>User Adoption </li></ul><ul><ul><li>Number of Contributors </li></ul></ul><ul><ul><li>Unique Users </li></ul></ul><ul><li>Time </li></ul><ul><ul><li>Project </li></ul></ul><ul><ul><li>Client </li></ul></ul><ul><li>ROI </li></ul><ul><ul><li>Shipping Cost </li></ul></ul><ul><ul><li>Travel Cost </li></ul></ul><ul><li>Consultant </li></ul><ul><ul><li>Rating </li></ul></ul>
  27. 27. Risk WEB 2.0 Boston Advertising
  28. 28. Risk WEB 2.0 <ul><li>Technology </li></ul><ul><ul><li>Third Party Service </li></ul></ul><ul><ul><li>Experienced outages because of traffic overloads </li></ul></ul><ul><ul><li>Privacy issues; some security concerns; falsified messages were sent when hacked </li></ul></ul><ul><ul><li>Tarnished Branding Image </li></ul></ul><ul><ul><li>Bandwidth Constraints </li></ul></ul><ul><li>Culture </li></ul><ul><ul><li>Resistance to Change </li></ul></ul>
  29. 29. Bibliography WEB 2.0
  30. 30. WEB 2.0 WEB 2.0 Bibliography <ul><li>ABC: An Introduction to Blogs and Wikis in the Business World http://www.cio.com/article/122701 </li></ul><ul><li>Seven Reasons for Your Company to Start an Internal Blog http://www.cio.com/article/120301 </li></ul><ul><li>Enterprise Wikis Seen As a Way to End 'Reply-All' E-Mail Threads http://www.cio.com/article/197101 </li></ul><ul><li>How to Build Your Own Wikipedia http://www.cio.com/article/189150 </li></ul><ul><li>How CIOs Can Learn to Love IM, Social Networking, Blogs, Wikis and Other Tools of User Empowerment http://www.cio.com/article/120159 </li></ul><ul><li>Tips for Social Computing in the Enterprise http://www.cio.com/article/330863 </li></ul><ul><li>Discovering the Power of Social Networking http://www.cio.com/article/136450 </li></ul><ul><li>Social Networking Websites from A to Z http://www.cio.com/article/175250 </li></ul><ul><li>Achieving Marketplace Agility Through Human Resource Scalability. http://digitalcommons.ilr.cornell.edu/cgi/viewcontent.cgi?article=1179&context= articles </li></ul><ul><li>Confluence: http://www.altassian.com </li></ul>
  31. 31. Appendix WEB 2.0
  32. 32. Key Benefits: Collaboration and KM
  33. 33. DEMOCRACY WEB 2.0 REPURPOSE So what is advertising in a Web 2.0 context? CHEAP NETWORKING SHARE OPT-IN FAST COLLABORATION CONVERSATION CO-CREATION FUNCTIONAL ON-DEMAND PARTICIPATION PEOPLE-CENTRIC PERSONALIZATION DECENTRALIZED 2-WAY IDENTITY NETWORKING
  34. 34. <ul><li>Built in latency </li></ul><ul><ul><li>3-month learning cycle </li></ul></ul><ul><ul><li>50 years of legacy to protect </li></ul></ul><ul><li>Organization of individuals </li></ul><ul><ul><li>Wait for the big bang </li></ul></ul><ul><ul><li>Genius with a thousand helpers </li></ul></ul><ul><ul><li>Pyramid organization </li></ul></ul><ul><li>Big Concept Advertising Play </li></ul><ul><ul><li>Claims full service but actually specialists. Outsource things they can’t do. i.e. great brand shop, great direct mail shop. </li></ul></ul><ul><ul><li>Medium bias consulting. It will always be a communication problem solved with an ad. </li></ul></ul><ul><li>Media is decoupled from creative execution </li></ul><ul><li>Real time </li></ul><ul><ul><li>3-day learning cycle </li></ul></ul><ul><ul><li>Predict the future by inventing it. </li></ul></ul><ul><li>Organization of teams — </li></ul><ul><ul><li>ongoing improvement with intelligence to optimize </li></ul></ul><ul><ul><li>Collaboration is a requirement and a core competency </li></ul></ul><ul><li>Platform Play </li></ul><ul><ul><li>Understands and leverage the power of the network </li></ul></ul><ul><li>Media is the message </li></ul><ul><ul><li>Embrace Web 2.0 - RSS, blogs, wikis </li></ul></ul><ul><ul><li>Media is an integrated part of the solution. It’s not decoupled. </li></ul></ul>Agency 1.0 Agency 2.0
  35. 35. <ul><li>Technology is a channel of delivery </li></ul><ul><ul><li>Believes technology has taken the control away </li></ul></ul><ul><ul><li>Believes technology reduces their ability to manage brand contact </li></ul></ul><ul><ul><li>Views technology as a commodity— I.e. DoubleClick, iCrossing, Omniture, </li></ul></ul><ul><li>Believes they build brands </li></ul><ul><li>Technology is a critical tool to harness </li></ul><ul><ul><li>Micro-data becomes product development research on steriods </li></ul></ul><ul><ul><li>Views technology as a surgical instrument </li></ul></ul><ul><li>Believes the customer owns and build the brand. The agency is merely there as catalyst to acquire, retain and enhance brand attributes. </li></ul>Agency 1.0 Agency 2.0
  36. 36. <ul><li>SUSTAIN VALUE </li></ul><ul><li>Improve retention </li></ul><ul><li>Increase customer, product & account penetration </li></ul><ul><li>Personalize relationships </li></ul><ul><li>SENSE VALUE </li></ul><ul><li>Understand competitors </li></ul><ul><li>Sense market trends </li></ul><ul><li>Understand customers </li></ul><ul><li>Identify opportunities </li></ul><ul><li>DEFINE VALUE </li></ul><ul><li>Segment customers </li></ul><ul><li>Target profitable segments </li></ul><ul><li>Craft value propositions </li></ul><ul><li>Validate value propositions </li></ul><ul><li>REALIZE VALUE </li></ul><ul><li>Develop offerings </li></ul><ul><li>Meet customer demands for economic, experiential, emotion value </li></ul><ul><li>Measure value </li></ul>21st CENTURY BRANDING Find. Grow. Measure. Profit. Customer-driven
  37. 37. Advertising and Branding Measurement Metrics Comments Mass economy “ Brand equity,” “brand personality,” “brand essence,” “position” <ul><li>Unmeasureable </li></ul><ul><li>ROI calculation impossible </li></ul>Satisfaction <ul><li>No standard definition of satisfaction </li></ul><ul><li>Satisfaction NOT = loyalty </li></ul>Customer economy Retention <ul><li>= More sales </li></ul><ul><li>= Lower acquisition costs </li></ul><ul><li>= Positive WOM </li></ul>Customer lifetime value <ul><li>20% of customers = 80% of profits </li></ul><ul><li>15% customers unprofitable </li></ul>Profit growth <ul><li>Not sales, market share or shareholder growth </li></ul>
  38. 38. Advertising and Branding Measurement Metrics Comments Demand economy Engagement value <ul><li>Customer's knowledge, interest & involvement in category & brand </li></ul><ul><ul><li>Number of posts, reviews, feedback </li></ul></ul>Connection value <ul><li>Number of contacts. </li></ul><ul><li>Degree of network involvement </li></ul><ul><ul><li>Online & offline social/network activities </li></ul></ul><ul><ul><ul><li>Network value </li></ul></ul></ul><ul><li>Value of social social/networks involved in (closed or public) </li></ul><ul><ul><li>Relevance of network to your brand </li></ul></ul><ul><li>Amount of interconnectivity among multiple networks </li></ul>
  39. 39. Web 2.0 at Work WEB 2.0 Source: CIO Web 2.0 Survey, 2008 Which of the following technologies are being offered to employees as corporate applications? Percent of sample answering Instant messaging 50% Wikis 30% Blogs 23% RSS 18% Social networking 10% None of the above 31%
  40. 40. Global Enterprise Web 2.0 Spending WEB 2.0 Source: Forrester Research
  41. 41. Lee Dyer and Jeff Ericksen “ Achieving Marketplace Agility Through Human Resource Scalability” ILR Collection, 2005
  42. 42. Confluence Pricing Install version Unlimited Users included Commercial $8,000 All prices are in US dollars. Confluence Enterprise Hosted Confluence Enterprise Hosted comes with all the perks of having your own Confluence instance, without having to maintain and upgrade it yourself. Monthly Annual Included disk space* 1000 users $1,349 $13,490 100 GB * Additional disk space can be purchased at the rate of $1/gb/month, billed annually. All prices are in US dollars

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