This document discusses selecting web2.0 technologies for a university's online presence based on how well they align with the institution's brand and communicate with key audiences. It presents a framework called the SAFE matrix that assesses technologies' level of intimacy and engagement. It also provides critical success factor models to evaluate technologies for different communication purposes like sensory, awareness, functional, and educational based on criteria like reach, innovation, and measurability. The goal is to demonstrate the institution's difference and evaluate each technology's impact on strengthening its brand.

1. Web 2.0 and Brand: Theory and Practice. A brand-led approach to the use of web2.0 technologies in university’s web presence. Dean Russell and James Souttar, Precedent Communications 22 July 2008

2. Choosing our web2.0 technologies.

5. The cloud

6. Our audiences and their relationship with us.

7. brand intimacy

8. brand engagement

9. Intimacy of relationship with brand Level of engagement with brand the SAFE matrix

10. Intimacy of relationship with brand Level of engagement with brand High Low Low the SAFE matrix High

11. increased efficiency improved learning greater reach deeper understanding The adoption of a particular technology should be assessed by the benefits this provides to the organisation & brand communication based on each communication type, as outlined below. the SAFE matrix

12. By assessing a technology based upon its communication purpose, it is possible to place it within the SAFE matrix framework usually falling under a single quartile. Email Banner ad Second life Online learning the SAFE matrix

13. Intimacy of relationship with brand Level of engagement with brand High High Low Low Website

14. Selecting and comparing technologies.

15. CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Target audience reach 10% 3 (0.15) Innovation curve 55% 9 (6.3) PR/Publicity value 30% 9 (1.8) Measurability 5% 2 (0.1) Total 100% 8.35 (min target = 6.5)

16. CSF model for ‘Awareness’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Target audience reach 55% 7 (4.9) Alignment/integration with other activities 20% 9 (0.9) PR/Publicity value to the organisation 5% 2 (0.1) Measurability 20% 8 (1.2) Total 100% 7.1 (min target = 6.0)

17. CSF model for ‘Functional’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Increase efficiency/reduce costs 20% 6 (1.2) New approach/solution 30% 9 (2.7) Increase communication effectiveness 30% 8 (2.4) Measurability 20% 3 (0.6) Total 100% 6.9 (min target = 7.0)

18. CSF model for ‘Educational’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) Tech 1 Tech 2 Tech 3 Improve learning experience 35% 7 (4.9) New approach 10% 5 (0.5) Increase learning effectiveness 35% 5 (0.25) Measurability 20% 8 (1.2) Total 100% 6.85 (min target = 7.0)

19. CSF model for ‘Sensory’ Critical success factor Weighting of importance (multiply by rating) Technology - can be multiple columns for comparison (rate out of 10) e.g. Second Life There.com Whyville Target audience reach 60% 5 (3) 3 (1.8) 7 (4.2) Innovation curve 10% 7 (0.7) 5 (0.5) 4 (o.4) PR/Publicity value 20% 9 (1.8) 3 (0.6) 2 (0.4) Measurability 10% 6 (0.6) 4 (o.4) 1 (0.1) Total 100% 6.1 (min target = 6.0) 3.3 5.1

21. Demonstrating our difference .

27. Evaluating the impact on our brand. Implementation and measurement.

28. Buzz monitoring tool

31. The future?

32. Mobile technologies

33. New technologies

34. The brand ‘experience’ will become more important than the brand ‘message’ The future?

35. Feedback, comments, queries or questions. Dean Russell & James Souttar Email: dean.russell@precedent.co.uk Tel: +44 (0)20 7426 8900 www.precedent.co.uk