Prospects and tasks for web 2.0 business final


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Prospects and tasks for web 2.0 business final

  1. 1. Prospects and Tasks for Web 2.0 business
  2. 2. Agenda <ul><li>What is Web 2.0? </li></ul><ul><li>Prospects of Web 2.0 business </li></ul><ul><li>Tasks of Web 2.0 business </li></ul><ul><li>Case Studies </li></ul><ul><ul><li>BMW vs. Kia Motors </li></ul></ul><ul><ul><li>Sony vs. Samsung Group </li></ul></ul>
  3. 3. What is Web 2.0?
  4. 4. <ul><li>Internet services that foster collaboration and information sharing </li></ul><ul><li>Applied to websites and Internet services that foster social media or other sorts of peer production </li></ul><ul><li>Content that is created, shared, and commented on by a broader community of users </li></ul>Web 2.0 Social Media
  5. 6. Web 1.0 Publishers/Retailers (powerful, magnanimous) Consumers
  6. 7. Web 2.0 Users (empowered, interacting, creating) Intermediaries (networks, search engines, brokers)
  7. 8. <ul><li>Paradigm Shift </li></ul><ul><li>Traditional means of communication giving way to new generation of Internet based tools </li></ul><ul><li>Audiences involved in 2 way interaction, discussion & conversation </li></ul><ul><li>Shift of control from institutions to consumers </li></ul>
  8. 9. The Age of Conversation “ Social Media is people having conversations online”
  9. 10. “ For seizing the reins of the global media, for founding and framing the new digital democracy, for working for nothing and beating the pros at their own game, Time’s Person of the Year for 2006 is you”
  10. 11. But why should I care?
  12. 13. These people  companies’ potential customers, employees or shareholders Over 13 million articles 200,000,000 blogs #2 largest search engine in the world 54% = no. of bloggers who post content or tweet daily
  13. 14. Prospects of Web 2.0 Business Traditional Method The Internet Small Jewelry designer
  14. 15. <ul><li>Business landscape increasingly shifting away from just a small no. (head of demand curve) to a huge no. of niches (tail of curve) </li></ul><ul><li>Falling costs of reaching those niches </li></ul>
  15. 16. Prospects of Web 2.0 Business <ul><li>25% of search results for the World’s Top 20 largest brands are links to user-generated content </li></ul><ul><li>34% of bloggers post opinions about products & brands </li></ul><ul><li>78% of consumers trust peer recommendations </li></ul><ul><li>Only 14% trust advertisements </li></ul><ul><li>Only 18% of traditional TV campaigns generate a positive ROI </li></ul><ul><li>Source: </li></ul>
  16. 17. The fact is… Web 2.0 is not a fad It’s a fundamental shift in the way we communicate. People are talking about your brand. Right now.
  17. 18. However Only 38% of companies gather insight from customer engagements Only 32% look for ways to turn problems into new sales opportunities Only 17% use the opportunity to identify & cultivate potential customer champions and advocates Only 1 in 5 embrace intelligent Internet analytics Source:
  18. 19. Bottom Line? Nearly two-thirds of companies are not finding their customers’ voice Maintaining customer happiness & loyalty comes from listening to where & how customers are talking
  19. 20. Tasks of Web 2.0 Business Boarding the 2.0 wagon…
  20. 21. A. Listen.
  21. 22. B. Participate.
  22. 23. C. Relinquish Control.
  23. 24. D. Engage.
  24. 25. Case Studies
  25. 26. Case Studies <ul><li>Are there differences in social media strategy between </li></ul><ul><li>Industries? </li></ul><ul><li>Geographical Location? </li></ul>International Level Local Level Automobile Industry Electronics Industry
  26. 28. BMW’s Social Media Strategy <ul><li>Expanding market to younger consumers </li></ul><ul><li>Becoming increasingly active in the Web 2.0 world </li></ul><ul><li>New expansion of information exchange for fans and prospective customers </li></ul><ul><li>“ To give people a reason to engage with or participate in your advertising” </li></ul>
  27. 29. <ul><li>1. BMW 1-Series Model Campaign </li></ul><ul><li>Sporty and smaller car </li></ul><ul><li>Targeted at younger audience </li></ul><ul><li>$15 to $25 million was spent on online media advertising </li></ul><ul><li>Facebook: Graffiti Car Contest </li></ul>BMW’s Social Media Campaign
  28. 30. BMW 1-Series Graffiti Car Contest Facebook Page
  29. 31. <ul><li>BMW 1-Series Facebook Group </li></ul><ul><li>BMW 1-Series Microsite </li></ul>
  30. 32. BMW 1-Series Rampenfest Campaign Viral Marketing for BMW 1-Series
  31. 34. <ul><li>2. Second Life </li></ul>BMW’s Social Media Campaign <ul><li>Virtual world where users interact through avatars. </li></ul><ul><li>BMW’s representative will talk and engage with visitors via a chat script </li></ul><ul><li>Find out how people perceive BMW through other avenues such as user’s second life blog </li></ul><ul><li>Clears up misunderstandings </li></ul><ul><li>Allow users to know more about the brand </li></ul>
  32. 35. <ul><li>BMW Store in Second Life </li></ul><ul><li>BMW representative, Munich Express </li></ul>
  33. 37. <ul><li>Targeted towards younger consumers </li></ul><ul><li>At the beginning stage of social media as compared to KIA Motors America and Europe </li></ul><ul><li>Low level of two-way communication between KIA and users </li></ul><ul><li>Focus is still on face to face interaction and traditional marketing </li></ul>KIA’s Social Media Strategy
  34. 38. KIA’s Social Media Campaign <ul><li>1. Corporate Blog: KIA Buzz </li></ul><ul><li>Written by Kia experts and management from across the company </li></ul><ul><li>Shares information about vehicles, news and opinion with consumers </li></ul>
  35. 39. KIA’s Social Media Campaign <ul><li>2. Q Member </li></ul><ul><li>Site for people who just bought a car </li></ul><ul><li>Members can enjoy special privileges </li></ul>
  36. 40. Analysis of Case Study 1 <ul><li>CONTENT </li></ul><ul><li>BMW </li></ul><ul><ul><li>Provides consumers with engaging and informative content </li></ul></ul><ul><ul><li>Utilize more social media platforms </li></ul></ul><ul><ul><li>Higher level of transparency </li></ul></ul><ul><ul><ul><li>All information about campaigns and vehicles are on the Internet. </li></ul></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Information exchange is mostly one way </li></ul></ul><ul><ul><li>Lack of two-way communication between KIA and consumers </li></ul></ul><ul><ul><li>KIA should increase its content and keep information engaging and interesting </li></ul></ul>
  37. 41. Analysis of Case Study 1 <ul><li>COMMUNICATION </li></ul><ul><li>BMW & KIA </li></ul><ul><ul><li>Easy and efficient access to communication </li></ul></ul><ul><ul><li>Managed to abolish all barriers customer might have during the communication process </li></ul></ul><ul><ul><li>No problems or delays in website </li></ul></ul>
  38. 42. Analysis of Case Study 1 <ul><li>COMMERCE </li></ul><ul><li>BMW </li></ul><ul><ul><li>Created a commerce environment by displaying vehicle accessories for sale, providing quotation services for used vehicles, online shop for apparels and accessories, BMW customization services and many others </li></ul></ul><ul><ul><li>Users feel more confident and at ease buying a BMW as they know more about the product. </li></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Created a commerce environment through their ‘Q Member’ site </li></ul></ul><ul><ul><li>Lacked the engagement and participation of information and services that BMW implements on its websites </li></ul></ul>
  39. 43. Analysis of Case Study 1 <ul><li>COMMUNITY </li></ul><ul><li>BMW </li></ul><ul><ul><li>Performed better in creating a community with their users as they used more social media platforms </li></ul></ul><ul><ul><li>Created several forms of community with different type of audiences </li></ul></ul><ul><ul><li>Higher level of engagement with customers </li></ul></ul><ul><li>KIA </li></ul><ul><ul><li>Should engage in more forms of social media </li></ul></ul><ul><ul><li>Increase consumer’s awareness about KIA </li></ul></ul>
  40. 46. Samsung’s Social Media Strategy
  41. 47. Samsung’s Social Media Campaign <ul><li>1. Samsung Tomorrow </li></ul>
  42. 48. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
  43. 49. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
  44. 50. Samsung’s Social Media Campaign <ul><li>Samsung Tomorrow </li></ul>
  45. 51. Samsung’s Social Media Campaign <ul><li>2. Samsung Corby Naver Café </li></ul><ul><ul><li>Purpose: </li></ul></ul><ul><ul><ul><li>Platform for Corby users to upload photos and videos taken using their phones, and for them to discuss about the phone’s performance through the discussion forums. </li></ul></ul></ul>
  46. 52. Samsung’s Social Media Campaign <ul><li>Samsung Corby Naver Café </li></ul>
  47. 53. Samsung’s Social Media Campaign <ul><li>Samsung Corby Naver Café </li></ul>
  48. 55. Sony’s Social Media Strategy
  49. 56. Sony’s Social Media Campaign <ul><li>1. Sony Community </li></ul><ul><li>IT’S ABOUT 2-WAY CONVERSATION </li></ul>
  50. 57. Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
  51. 58. Sony’s Social Media Campaign <ul><li>Sony Community </li></ul>
  52. 59. Sony’s Social Media Campaign <ul><li>Sony Community (New) </li></ul>
  53. 62. Sony’s Social Media Campaign <ul><li>2. Sony Twitter </li></ul>
  54. 63. Sony’s Social Media Campaign <ul><li>Sony Twitter </li></ul>
  55. 64. Sony’s Social Media Campaign <ul><li>Sony Twitter </li></ul>
  56. 65. Analysis of Case Study 2 <ul><li>CONTENT </li></ul>Samsung Sony Highly differentiated content to attract different audiences Low differentiation in content Higher proportion of content contributed by participants Higher proportion of content provided by company Focus more on fun and entertainment Focus more on product information Less control over content More control over content
  57. 66. Analysis of Case Study 2 <ul><li>COMMERCE </li></ul>Samsung Sony Does not actively utilize social media for direct selling Actively uses social media especially Twitter for direct selling
  58. 67. Analysis of Case Study 2 <ul><li>COMMUNITY </li></ul>Samsung Sony Higher level of engagement. More active in contributing content Lower level of engagement. Most only post short comments. More avenues to contribute content e.g. forums and photo-sharing Less avenues to contribute content Not successful in shifting communities to own website Not successful in shifting communities to own website
  59. 68. Analysis of Case Study 2 <ul><li>Conclusion </li></ul>Samsung Sony Learn from Sony on how to use Web 2.0 for commercial purposes Learn from Samsung on how to create more fun and entertaining content
  60. 70. Conclusion <ul><li>Importance of conversations </li></ul><ul><li>Why conversations and Web 2.0? </li></ul><ul><ul><li>Conversation is a fundamental part of being human and for centuries, commerce was largely based on conversation & interaction between people </li></ul></ul><ul><li>Social media do not make the conversations but supports it </li></ul>