The Elusive Web 2.0 Fact
or Fiction? Presented by: Tony Pietrocola

1 active marketing interactive Web
2.0 allows you to reach your audience with better measurement , more granular targeting and opportunities for collaboration and viral sharing -- Wall Street Journal

Ask yourself… <ul><li>Is my web
presence Customer Centric? example </li></ul><ul><li>Does it Motivate my audience? example </li></ul><ul><li>Is my site being used to its fullest Collaborative Potential ? example </li></ul><ul><li>It’s all about one thing: The Customer Experience </li></ul><ul><li>Remember Ronald Reagan and the Pony! </li></ul>2 active marketing interactive

What exactly is Web 2.0
<ul><li>Web 2.0 is a nebulous catchall to identify the newest generation of Internet </li></ul><ul><li>collaboration, such as: MySpace, FaceBook, Flickr, Wikipedia and YouTube. </li></ul><ul><li>An honest conversation driven by mass not the other way. </li></ul><ul><li>The very notion that Web 2.0 is anything tangible is fiction. </li></ul><ul><li>It’s about connecting. </li></ul><ul><li>It’s about collaborative content and redefining customer experience. </li></ul>3 “ If it’s cool, it’s probably Web 2.0.” active marketing interactive

Web 2.0 is about connecting
<ul><li>Allow end users to be part of a like minded community and have a voice. </li></ul><ul><li>It’s no longer just about You it’s truly about your Customers. </li></ul><ul><li>C-level decision makers are looking for exchange of ideas and openness. </li></ul><ul><li>Let the more credible community vouch for your products and services. </li></ul><ul><li>Direct conversations with consumers </li></ul>9 active marketing interactive

Web 2.0 benefits businesses <ul><li>There
will continue to be major innovations that will forever change the way </li></ul><ul><li>companies interact with their customers – blogs, RSS, social communities. </li></ul><ul><li>Brands like General Motors, Ford, Whirlpool and Maytag are increasingly using </li></ul><ul><li>the Web to present and sell their products, as well as to talk to and listen to their </li></ul><ul><li>customers i.e. influence buying decisions. </li></ul><ul><li>With 200 million Americans online, no company can afford to overlook the </li></ul><ul><li>Internet as a way to connect with its customers. </li></ul><ul><li>The key is to find the right mix of interaction that fits your business to inform, </li></ul><ul><li>brand and market to your customers while providing a social forum. </li></ul><ul><li>Easier sell – they are learning and being sold by more credible peers not by you. </li></ul>4 active marketing interactive

Benefits of Web 2.0 <ul><li>Inexpensive
</li></ul><ul><li>Mass Appeal </li></ul><ul><li>Viral networking </li></ul><ul><li>Easily segment </li></ul><ul><li>Brand building </li></ul><ul><li>New channel to influence customers </li></ul><ul><li>Community of users creates additional value </li></ul><ul><li>Differentiation means more sales </li></ul>13 active marketing interactive

What they are saying <ul><li>60%
of mid-size businesses are investing in Web 2.0 </li></ul><ul><li>They are investing in… </li></ul><ul><ul><li>Collective Intelligence 48% </li></ul></ul><ul><ul><li>Social Networking 37% </li></ul></ul><ul><ul><li>RSS 35% </li></ul></ul><ul><ul><li>Podcasts 35% </li></ul></ul><ul><ul><li>Blogs 35% </li></ul></ul><ul><li>While industry investment looks like: </li></ul><ul><ul><li>Retail 77% </li></ul></ul><ul><ul><li>Technology 74% </li></ul></ul><ul><ul><li>Financial 63% </li></ul></ul><ul><ul><li>Healthcare 53% </li></ul></ul><ul><ul><li>MFG 48% </li></ul></ul><ul><li>Why: </li></ul><ul><ul><li>Better customer experience </li></ul></ul><ul><ul><li>Collaboration </li></ul></ul><ul><ul><li>Easy and inexpensive to enter new markets </li></ul></ul><ul><ul><li>Brand differentiation </li></ul></ul><ul><li>Source: McKinsey Global Survey 2007 </li></ul>5 active marketing interactive

Why marketers are investing in
Web 2.0 E-marketer 2007 Survey 6 active marketing interactive

Who has taken the leap
<ul><li>Blogs: Sun | GM (The company’s representative should try to make bold opinions i.e. predictions on the company’s industry) </li></ul><ul><li>Podcasts: Whirlpool (reach out on the treadmill or in the car) </li></ul><ul><li>MySpace: VW Helga (be bold, stand out) </li></ul><ul><li>Virtual Community: Second Life | Tenth Floor </li></ul><ul><li>Business Communities: Jigsaw | LinkedIn | MetaFilter | Askeet | PartnerUp </li></ul><ul><li>Our concept: sample | sample 2 </li></ul><ul><li>RSS </li></ul>7 active marketing interactive

RSS works for everyone <ul><li>Online
publishing has made it easy to push published content to subscribers </li></ul><ul><li>Consumer Bottom Line: Subscribing to feeds saves time. </li></ul><ul><li>Publisher Bottom Line: Instant distribution of subscribable content. </li></ul><ul><li>Advertiser Bottom Line: Advertising advantages for opt ins and segments </li></ul>8 active marketing interactive

Breaking the trend <ul><li>Entrepreneurs, CEO’s
and marketers are control freaks </li></ul><ul><li>Great brands have been built on mass media | NOT the case for new brands </li></ul><ul><li>How can SMB compete and build brands efficiently? Easily </li></ul><ul><li>Hand your megaphone to your customers so they can evangelize your product </li></ul><ul><li>Think about how Jet Blue started advertising… </li></ul><ul><li>Don’t control consumer network, let it go </li></ul><ul><li>Smartest marketers aim to inspire not control </li></ul>10 active marketing interactive

Loyalty and Web 2.0 <ul><li>Customers
who are strongly engaged in the brand community are more likely </li></ul><ul><li>to remain attached to the group, participate and recommend the brand. </li></ul><ul><li>Marketers have blogs, forums, chat rooms and online communities to facilitate </li></ul><ul><li>conversations with their customers. Think Ducati (design and R+D). </li></ul><ul><li>Consumer-generated marketing means entering into direct conversations </li></ul><ul><li>with consumers. </li></ul><ul><li>Offer premium content and rewards to loyal customers. </li></ul>10 active marketing interactive

Customer centricity via Web 2.0
<ul><li>Customer centricity sets the foundation of your online presence and strategically aligns the online customer experience by: </li></ul><ul><ul><li>Greater control over customer actions </li></ul></ul><ul><ul><li>Greater connection with customers </li></ul></ul><ul><ul><li>Greater viral effect </li></ul></ul><ul><ul><li>Increase in profitability </li></ul></ul><ul><li>Brand loyalty based on customer centricity is a set of core beliefs which result in: </li></ul><ul><ul><li>High switching costs </li></ul></ul><ul><ul><li>Increase in barriers to competitors </li></ul></ul><ul><ul><li>Increase in relationship lifetime </li></ul></ul><ul><ul><li>Reduced price comparisons </li></ul></ul><ul><ul><li>Real measurable results </li></ul></ul>11 active marketing interactive

How do you harness Web
2.0 <ul><li>The do’s… </li></ul><ul><li>Watch the kids (remember Warren Buffett) </li></ul><ul><li>Watch the kids in your own company </li></ul><ul><li>Try it yourself </li></ul><ul><li>Talk to customers </li></ul><ul><li>And the don’ts… </li></ul><ul><li>Assume it’s only for consumers </li></ul><ul><li>Limit employees online R&D, ok playing! </li></ul><ul><li>Take it personally, use it as motivation </li></ul>12 active marketing interactive

Web 2.0 drives a superior
online experience <ul><li>From Strategy driven by products to strategy driven by customer </li></ul><ul><li>From Product matters most to online experience matters most </li></ul><ul><li>From Product data is the key to customer data is the key </li></ul><ul><li>From All customers are created equal to high profit and high potential </li></ul><ul><li>Building brand = High Profits </li></ul>14 active marketing interactive

MOBILE <ul><li>Mobile devices outnumber desktops
by a factor of two on a global scale: </li></ul><ul><li>By 2010 over 2 billion will browse with cell phones </li></ul><ul><li>Mobile is a revenue generator </li></ul><ul><li>Mobile is customer centricity it is everywhere! </li></ul><ul><li>Forward-looking companies are laying the ground work for mobile publishing: </li></ul><ul><li>Right-now research </li></ul><ul><li>Promotion reminders - Product promotion codes driving mobile to web </li></ul><ul><li>Broadcast advertising - mass response, measurement, follow-up </li></ul><ul><li>Web / Email - Cross promotion and opt-in list building opportunities </li></ul><ul><li>Account balances / supply chain alerts </li></ul>15 active marketing interactive

RECOMMENDATIONS News Announcements Promotions Promotions
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To summarize 17 <ul><li>Be informal
</li></ul><ul><li>Candid dialog with customers </li></ul><ul><li>Give up control </li></ul><ul><li>Do something bold yet sensible </li></ul><ul><li>Become a leader by sharing one’s knowledge about the industry </li></ul><ul><li>Be different, very different! </li></ul><ul><li>Any Questions? </li></ul>active marketing interactive

Thank you for your time.
Tony Pietrocola | tonyp@tenthfloor.com | 216.575.1010