Firms need to learn to manage the downturn, listen to customers, incorporate them to the innovation process and become their partners. Branding is changing fundamentally and the impact of this change is being demolising over the last five years: some companies keep up, while other are clarly lagging. Traditional PR and marketing policies change in light of web2.0 conversations. This presentation was specially prepared for a postgraduate course at University of Cantabria in 2008. The opinions are those of the author and not those of Banesto.

1. + OlgaGil [email_address] Banking the Future Curso master de Banca Universidad de Cantabria Santander, El Solaruco, 28 de Noviembre 2008

2. + OlgaGil ¿Future, what is… Future? Definitions and translation

3. + OlgaGil ¿Future? Tools to consider with notable brand examples 1. Blogs ( Johnson & Johnson , Delta Air Lines ) 2. Bookmarking/Tagging ( Adobe , Kodak ) 3. Brand monitoring ( Dell , MINI ) 4. Content aggregation ( Alltop , EMC ) 5. Crowdsourcing/Voting ( Oracle , Starbucks ) 6. Discussion boards and forums ( IBM , Mountain Dew ) 7. Events and meetups ( Molson , Pampers ) 8. Mashups ( Fidelity Investments , Nike ) 9. Microblogging ( method , Whole Foods ) 10. Online video ( Eukanuba , Home Depot ) 11. Organization and staffing ( Ford , Pepsi ) 12. Outreach programs ( Nokia , Yum Brands ) 13. Photosharing ( Rubbermaid , UK Government ) 14. Podcasting ( Ericsson , McDonalds ) 15. Presentation sharing ( CapGemini , Daimler AG ) 16. Public Relations - social media releases ( Avon , Intel ) 17. Ratings and reviews ( Loblaws , TurboTax ) 18. Social networks: applications, fan pages, groups, and personalities ( British Airways , Saturn ) 19. Sponsorships ( Coca-Cola , Whirlpool ) 20. Virtual worlds ( National Geographic , Toyota ) 21. Widgets ( Southwest Airlines , Target ) 22. Wikis ( Second Life , T-Mobile Sidekick ) Peter Kim http://mashable.com/2008/11/07/social-media-marketing-plan/

4. + OlgaGil ¿ How do I get to know the customer using 2.0 tools? 1

5. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1 Bret Taylor: CEO Friendfeed

6. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1

7. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1

8. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1

9. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1

10. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1

11. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1 Semantic web http://feel.uoc.edu “ En breu” “soon”

12. + OlgaGil ¿How do I get to know the consumer using 2.0 tools? … 1 Eduardo Arcos

13. + OlgaGil ¿What about companies, how do they know what the consumer thinks ? 2

14. + OlgaGil 2

15. + OlgaGil ¿How do I get to focus better on the customer, given that I know the customer ? 3

16. + OlgaGil ¿…Focus better on the customer using 2.0 tools? … 3 Bernardo Hernández

17. + OlgaGil ¿…Focus better on the customer using 2.0 tools? … 3 Bernardo Hernández

18. + OlgaGil ¿…Focus better on the customer using 2.0 tools? … 3 Bernardo Hernández

19. + OlgaGil ¿How one goes over changing behaviour, … and start to do grand planning ? 4

20. + OlgaGil ¿…Grand Planning using 2.0 tools? … 4 Tom Raftery

21. + OlgaGil ¿…Grand Planning using 2.0 tools? … 4 Tom Raftery

22. + OlgaGil ¿…Grand Planning using 2.0 tools? … 4 Tom Raftery

23. + OlgaGil Future? what are the conclusions? Today Oportunities Just tools Please, your turn…

24. + OlgaGil Banking the Future Thank you