Unconventional branding via Web 2.0
        INMA - Branding/Line Extension Seminar, 01.10.2008, Vienna




        Eine We...
Thesis 1:
     Web 2.0 is a perpetual conversation

     Thesis 2:
     Brands and Mainstream Media are not in the driver ...
publishing vs. conversation




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008    4
„Search“ is the new Gatekeeper




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008   5
Relevance of search
           »  „Search“ is the most frequent
              action of Web-Users!
           »  72% of al...
How News make it into mass media!
   1. Twitter Post from simonk 27.05.2008 at 20:38



                                  ...
Web 2.0




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008   8
Different needs
                    Media
                  Companies                                                  Tel...
Marketing, Advertising, PR & Branding



       Marketing, Advertising, PR and Branding                           Everybod...
Where are you?


        Corporate                                                        Pragmatism             Web 2.0 d...
The 4 steps plan
        P                  People
                           What is my target group actually doing with ...
Knallgrau Case Studies
        » Coca-Cola – „Weallspeakfootball“ WM 2006




Unconventional branding via Web 2.0, INMA - ...
Coca-Cola – „Weallspeakfootball“ WM 2006
        Rich Media Event-Blogplattform for
        Soccer WM 2006: WASF
         ...
WASF: process and organisation
        Homebase Berlin
         »  huge 220qm flat close to
            Kurfürstendamm
   ...
WASF: reachout and numbers
           »  Strong Start: from 12.-15.5.06                             »  Reached 2+ Mio peop...
WASF: “Word-of-mouse“ and heavy linking
        Typically blogs need 3-6 months to get to the tipping point – with Coca-Co...
WASF: Testimonials
           »  “We all Speak Football, which is                           »  “Personally I think the mos...
Case Study : Launch campaign with vistablog.at




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 ...
Windows Vistablog - www.vistablog.at
        Started with the Launch of Windows
        Vista in JAN 2007.
        Goals:
...
Numbers and facts
           »  Numbers Nov 2007:                                          »  High Google ranking with pro...
Numbers and facts
       »  Technorati:
          Vistablog.at :300 blog reactions
          Microsoft.at: 76 blog reactio...
Success factors
           »  Authenticity                                                »  Listen to the Community
     ...
Case Study: BMW Gina Light Visionary Model




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008   24
Case Study: BMW-web.tv




                             http://www.bmw-web.tv                       http://youtube.com/use...
Erfolgsfaktoren




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008   26
What is Knallgrau?




Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008   27
Knallgrau: clients


                                Ippen-Gruppe




Angebotspräsentation Frauenportal der Styria Multime...
Antworten

        dieter.rappold@knallgrau.at

        Knallgrau New Media Solutions
        Pezzlgasse 7/1
        1170 ...
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Unconventional branding via Web 2.0 - Dieter Rappold

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Unconventional branding via Web 2.0 - Dieter Rappold

  1. 1. Unconventional branding via Web 2.0 INMA - Branding/Line Extension Seminar, 01.10.2008, Vienna Eine Weiterverbreitung und Weiterverwendung der in diesen Unterlagen enthaltenen Inhalte, über die innerbetriebliche Verwendung hinaus, ist ohne die ausdrückliche und schriftlich erteilte Genehmigung von Knallgrau New Media Solutions GmbH nicht gestattet. Alle Rechte vorbehalten. Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 2
  2. 2. Thesis 1: Web 2.0 is a perpetual conversation Thesis 2: Brands and Mainstream Media are not in the driver seat any more - it is the active user Thesis 3: Users believe in other users opinions more than in company broadcasting Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 3
  3. 3. publishing vs. conversation Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 4
  4. 4. „Search“ is the new Gatekeeper Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 5
  5. 5. Relevance of search »  „Search“ is the most frequent action of Web-Users! »  72% of all following clicks are based on SEO »  SEO means being found although the User didn‘t even know that he was loking for us »  „Search“ delivers a contextually prequalified audience: » 0% Wastage! Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 6
  6. 6. How News make it into mass media! 1. Twitter Post from simonk 27.05.2008 at 20:38 Blogpost from helge.at 27.05.2008 at 22:00 ORF Futurezone Article 28.05.2008 at 19:03 Article in German Handelsblatt 30.05.2008 at 11:35 (Print + Online) Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 7
  7. 7. Web 2.0 Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 8
  8. 8. Different needs Media Companies Telcos Brands Need Web 2.0 to keep Try to avoid being bit Build your own Media their Readers. Web pipe. Web 2.0 is based on the brand 2.0 is Media technology + and get in touch with infrastructure clients directly Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 9
  9. 9. Marketing, Advertising, PR & Branding Marketing, Advertising, PR and Branding Everybody talks to everybody, the are disciplines that tend to become consumer turns out to be a Prosumer, blurred in the new Social Web the passive Couch-Potatoe grows into the active Mouse-Potatoe Grafik nach: http://adsoftheworld.com/blog/ivan/2007/apr/11/ the_difference_between_marketing_pr_advertising_and_branding Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 10
  10. 10. Where are you? Corporate Pragmatism Web 2.0 doctrine We do Online Powers are shifting Users are the only activities only with but Corporations can force and power of direct business profit if they adapt the web impact Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 11
  11. 11. The 4 steps plan P People What is my target group actually doing with Web 2.0 tools? O Objectives What do I really want to achieve with these kind of tools? S Strategy How do I plan to change my relationship with Clients/Employees/etc.? T Technology Which Tools, Paradigms and technical solutions are the ones to choose? Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 12
  12. 12. Knallgrau Case Studies » Coca-Cola – „Weallspeakfootball“ WM 2006 Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 13
  13. 13. Coca-Cola – „Weallspeakfootball“ WM 2006 Rich Media Event-Blogplattform for Soccer WM 2006: WASF »  Enormous international reachout »  Users from 148 different countries (domains) »  56% Traffic from US without direct marketing »  viral spreading! »  350+ established Media clippings: Businessweek, USA Today, BBC, TIMES, Handelsblatt u.v.m. Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 14
  14. 14. WASF: process and organisation Homebase Berlin »  huge 220qm flat close to Kurfürstendamm »  4 Pro Blogger und 60 Guest-Blogger from 14 Nations »  30 days »  Contentstream in Text, Photo, Audio and Video Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 15
  15. 15. WASF: reachout and numbers »  Strong Start: from 12.-15.5.06 »  Reached 2+ Mio people with a »  28.000+ unique visitors highly emotional campaign »  229.536 PIs, 4.000 PIs/Tag »  Firefix Users: high media literacy »  Spikes around 16./19.6. since int. Users (avg. 10–15%), mostly Blogs and Business Week linked to immune for standard broadcast us; avg. 54.000 Hits und 71.500 marketing – better results with during the tournament. involvement. »  Users from 148 countries (top level domain): intensive international reachout Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 16
  16. 16. WASF: “Word-of-mouse“ and heavy linking Typically blogs need 3-6 months to get to the tipping point – with Coca-Cola we reached this goal via „word of mouse” and intense linking within the international Blogosphäre after 14 days. Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 17
  17. 17. WASF: Testimonials »  “We all Speak Football, which is »  “Personally I think the most innovative bit essentially a mash-up of Real World takes of advertising in this world cup has come on Social Media Revolution takes on from Coke.” GOOOOOAAALLL. (...) This looks like a really well crafted and nurtured effort.” »  “Coca-Cola has produced one of the most readable World Cup blogs” »  “(…) I do believe Coke is pushing some The Times innovative ground here (…) the key here is to keep the branding and/or sponsorship pushed as far to the »  “It's a good move. (…) What they're background as possible.” doing now has more energy and verve.” Business Week Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 18
  18. 18. Case Study : Launch campaign with vistablog.at Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 19
  19. 19. Windows Vistablog - www.vistablog.at Started with the Launch of Windows Vista in JAN 2007. Goals: »  Cover News and Information around Windows Vista »  How-To Articles, Screenshots, Videos & Interviews »  Build a sustainable Feedback Channel »  SEO in context of Windows Vista Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 20
  20. 20. Numbers and facts »  Numbers Nov 2007: »  High Google ranking with pro-infos 213 Posts vs 680 comments Example: search string  highly interactive! quot;Installation Experience SP1RC„ »  Great numbers: delivers Vistablog as Nr 1! Juli 2007 28.347 August 2007 32.226 +13% September 2007 39.611 +22% Oktober 2007 43.187 +11% November 2007 45.568 +5% Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 21
  21. 21. Numbers and facts »  Technorati: Vistablog.at :300 blog reactions Microsoft.at: 76 blog reactions »  Google Blogsearch: 70 inbound links to Vistablog.at 29 inbound links to Microsoft.at »  Google Ranking: Vistablog.at Ranking 4 Microsoft.at Ranking 6 »  Live Search: 351 Links to Vistablog.at Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 22
  22. 22. Success factors »  Authenticity »  Listen to the Community »  Direct communication with the end »  Cover local needs and discussions user at eye level »  Deliver to the user when they want »  Coverage of new target groups hard (RSS) to reach with traditional methods & channels »  High credibility in the seeding “There is a discussion going on with process highly local relevant and very up-to-date content. We use the blog as a dialog instrument to offer content that community is asking for” Quelle: MSFT Austria Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 23
  23. 23. Case Study: BMW Gina Light Visionary Model Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 24
  24. 24. Case Study: BMW-web.tv http://www.bmw-web.tv http://youtube.com/user/BMWwebTV Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 25
  25. 25. Erfolgsfaktoren Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 26
  26. 26. What is Knallgrau? Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 27
  27. 27. Knallgrau: clients Ippen-Gruppe Angebotspräsentation Frauenportal der Styria Multimedia AG & Co KG, Wien am 30.09.2008 28
  28. 28. Antworten dieter.rappold@knallgrau.at Knallgrau New Media Solutions Pezzlgasse 7/1 1170 Wien http://www.knallgrau.at Unconventional branding via Web 2.0, INMA - Vienna 1st of October 2008 29

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