Transforming traditional outreach by leveraging web media. Web users make quick judgments about credibility based on website design. Most consumers trust peer recommendations and bloggers' opinions about products and brands. Creating an engaging website is important for building brand awareness, promoting new products/services, and community engagement. Participating in web media allows shaping positive discussions that are already happening online about a company or brand. Word-of-mouth is the top influencer of purchases and viral marketing through web media can reach many people at low cost compared to traditional media. Building trust and credibility through website design helps visitors feel confident purchasing from a company.

1. transforming traditional outreach …

2. * Enquiro: “Business to Business Survey 2009.”

3. of web users admit making
judgments about the credibility
of an organization based on
the design of its web site.
In the blink of an eye, web surfers
make nearly instantaneous judgment
of the website’s visual appeal.

4. 78% of
34% of consumers
bloggers post trust peer
opinions recommend
about ations
products &
brands
*Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine
* July 2009 Nielsen Global Online Consumer Survey

6. It’s a must have for Corporate Marketing …
Creating brand awareness…
Inbound marketing / research
Promoting / showcase new products /
services.
Community relations / building
creating employment

7. You are already involved in Web media
Your family & employees are doing it.
Discussion about your company and
brand are taking place.
If you participate you can shape
positive outcome.

8. Of comparative advantages…
Word of mouth is #1 influencer of
purchases
Does not require a huge media
marketing budget.
Viral effect can carry a message long
way

9. Traditional Media Web Media
Customers Collaborator
Talk to Talk with
Selling Sharing
Voice = company Voice = citizen
More expensive Less expensive
Prof media outlets User content
Push Marketing Pull Marketing
Broader Market Targeted Market
Static Content Evolving Content
Short Lived Long Life
One - Sided Multiple Opinions

10. The trust and credibility your website
communicates is critical in helping
visitors feel confident in purchasing
from you

11. At Sony we assume that all products of
our competitors have basically the
same technology, price, performance
and features.
Design is the only thing
that differentiates one
product from another in
the marketplace
- Norio Ohga

14. media