Web 2.0 Anatomy of A.Brand


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Want to be able to critically assess brand development and appreciate the involvement of consumer generated content? Look no further then here.

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  • rise of live television streams on the Web
  • Extending buzz beyond programmingSocial experienceRecognition of brands e.g. wheetabix
  • What’s really interesting
  • http://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6/26/BeHgadEJC-g
  • Web 2.0 Anatomy of A.Brand

    1. 1. Web2.0Anatomy of a Brand<br />with Dr Mariann Hardey<br />soseriouslysocial.com<br />Durham Business School<br />Durham University, UK<br />
    2. 2. Part one: What is Web2.0?...<br />evolution or revolution…<br />
    3. 3. Wikipedic knowledge<br />The World Wide Web, abbreviated as WWW and commonly known as the Web, is a system of interlinked hypertext documents accessed via the Internet. <br />The term Web2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.<br />
    4. 4. Social Network Sites (SNSs)<br />RSS<br />Mash-ups<br />Social Bookmarking<br />Pod & Webcasts<br />Collaboration<br />User-generated content<br />Email<br />READ-only web pages<br />Static websites<br />Discussion forums<br />IM<br />Chat rooms<br />
    5. 5.
    6. 6. Individual tools<br />Consumer review websites<br />blogs<br />Wikis<br />Micro-blogging<br />Social bookmarking<br />Social Network Sites<br />RSS feeds and readers<br />Instant messaging<br />
    7. 7. Picking up the tools<br />SHARE information and experiences with others<br />FIND relevant information from trusted sources<br />BUILD content with others –collective wisdom<br />LIVE updates and broadcast information <br />SHARE media and images<br />UPDATES with friends<br />COMMUNICATE quickly and informally<br />ALWAYS on demand<br />
    9. 9.
    10. 10. What do companies talk about?<br />Fiat_UK<br />Events, promotions and partnerships like Fiat500 at Britain's Next Top Model!<br />itvinsider<br />Audience communication, buzz, program coverage, spoilers(!)!<br />durhamuni<br />Student projects, up-and-coming, latest news alerts: Bill Bryson Steps down as Chancellor.<br />
    11. 11. Web2.0 monitoring<br />
    12. 12. Part two: ITV<br />marketing example from industry<br />
    13. 13. ITV2: Essex Spa, a website, as well as iPhone and Facebook apps. The apps allow you to take pictures of yourself and then retouch them using fake tan, hair bleaching, lip implants and false eyelashes, so you too can look like an Essex girl or boy. And then you can upload them to Facebook.<br />ITVNews: The Cuts – Your Stories. Follows live viewers reactions to breaking news stories e.g. Chancellors budget<br />The show’s website integrates with Twitter and Facebook and give you all the latest news and back stage footage. <br />Live chat, polls and voting on the show’s outcome…<br />http://www.guardian.co.uk/media/<br />
    14. 14. ‘Can’t wait culture’<br />Professor Yo, Pennsylvania University<br />Justin.tv Web-based, live and interactive TV: ‘show anyone in the world what's happening right now’ <br /><ul><li>Michael Seibel, the company chief executive.</li></ul>Users share live content, to anyone/s in over 250 countries while they chat in real-time. <br />Motivate crowds - to tell their friends <br />Create buzz – Twitter/Facebook…<br />Share products – new revenue, new entry to markets<br />http://www.justin.tv/<br />
    15. 15. Understanding consumer engagement: What’s happening right now! <br />
    16. 16. [television is just the beginning…] <br />…content feeds content<br />
    17. 17. ‘Cumulative participation’ <br />Clay Shirky talking at Activate, 2010<br />A medium that works cumulatively and collaboratively .<br />Web2.0 and Social media = ability to consume, produce AND share. <br />Audience are indulging in new activities. AMOUNT and SIZE of resource is Wikipedic. <br />Wikipedia = 100million hours of human thought, <br />TV USA = 200billion hours of TV/per yr, OR “American’s watch a Wikipedia’s worth of tv every w/ecounting just the ads”.<br />-ClayShirky, Author: Here Comes Everybody <br />
    18. 18. Part THREE: Web2.0 Social strategy<br />What’s in a brand?<br />
    19. 19. "Yo ho!" and featured the line: "Old Spice means quality, said the captain to the bosun. So, look for the package with the ship that sails the ocean!” <br />OldSpice 1938/http://www.brandfreak.com/<br />‘You may smell it on Dads, you may smell it on Granddads…’<br />Strong brand: ‘Grey market’<br />- M Carrigan - Long Range Planning, 1999 - Elsevier<br />
    20. 20. Previous campaign<br />Short-sighted: ‘Needs-based satisfaction’ segmentation (Carrigan, 1999)<br />Web2.0 strategy<br />
    21. 21. Hello Ladies…<br />http://www.youtube.com/watch?v=uLTIowBF0kE<br />
    22. 22. Real response campaign<br />Strategy <br />Response <br />Targeting men & women at the same time.<br />Intention to generate conversation around a specific product - body wash. <br />Launched online for the first American super bowl weekend.<br />On day 1 the campaign received almost 6 million views.<br />After the first week old spice had over 40 million views.<br />The old spice twitter following increased 2700%.<br />Facebook fan interaction was up 800%.<br />Oldspice.com website traffic was up 300%.<br />The old spice YouTube channel has become the all time most viewed channel.<br />The campaign has generated 1.4 billion impressions since launching the ads 6 months ago.<br />Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 videos responding directly to fans and celebrities in near real time.<br />@Starbuckshttp://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6/26/BeHgadEJC-g<br />
    23. 23. The campaign increased sales by 27% over 6 months since launching (year on year).<br />Since July 2010, the last 3 months sales were up 55%.<br />Sales were up 107% from the social responses campaign work.<br />Old spice is now the #1 body wash brand for men in the USA.<br />Old Spice is now the competitive brand against AXE (Lynx) in the USA. <br />
    24. 24. Web2.0 tools: Social media context<br />3<br />Social Media<br />Multiple, authentic individual voices<br />Transparent and ‘Googleable’<br />Engaging and conversational<br />Appears where conversations are<br />Unique to the person not the company<br />Manifested in a real person<br />Used only by real people<br />Brand<br />Singular company voice<br />Reflects the brand personality<br />Everybody follows the brand voice<br />Appears in all brand touch points<br />Usually unique to the company<br />Sometimes manifested in a person<br />Used everywhere –signage to ads<br />Andreas Kaplan and Michael Haenlein (Associate Professosrs in Marketing) define social media as: ‘A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.’<br />- Business Horizons, 2010<br />
    25. 25.
    26. 26. Web2.0 anatomy of A brand <br />
    27. 27. Your web2.0 brand strategy<br />Formative Assessment <br />
    28. 28. Task<br />
    29. 29. PBWorkseSeminar<br />EDIT and ADD content for group evaluation<br />Structure links<br />BUILD brand information as a group<br />DISCUSS and COMMENT on each others input<br />TASK - Web2.0 Brand Activities:<br /><ul><li>Brand penetration – WHERE it is
    30. 30. Participation – examples of ACTIVE brand presence
    31. 31. Co-creation – consumer-generated content and buzz</li></ul>ARCHIVE history of content<br />ASSESS and EVAULATE business value<br />
    32. 32.
    33. 33. Thank you. <br />end.<br />