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Interactive Communication Strategy


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World Web Studio presents totally new approach of brand promotion in the Internet - Brand Communication Model for effective business.

Published in: Business, Technology

Interactive Communication Strategy

  1. 1. World Web Studio web-communication partner full service interactive agency Maxim Gaev Interactive web-communication strategy
  2. 2. Following the traditions ? Sure the situation is under control ?
  3. 3. 1.0 Imposing , not communicating Click here to be happy
  4. 4. 2 .0 Present in Touchpoints and speak one language with target auditory Friends ? ! ОК
  5. 5. Web 1.0 <ul><li>Before </li></ul><ul><li>One-sided </li></ul><ul><li>Uniform </li></ul><ul><li>Mass </li></ul><ul><li>Interfering </li></ul><ul><li>« Censure » </li></ul><ul><li>Banners </li></ul><ul><li>Content projects </li></ul><ul><li>RSS </li></ul>Web - formats reflect formats of direct advertisement . User is watcher.
  6. 6. Web 2.0 <ul><li>Now </li></ul><ul><li>Active </li></ul><ul><li>Both-sided </li></ul><ul><li>Customized </li></ul><ul><li>Social </li></ul><ul><li>Interactive </li></ul><ul><li>Blog </li></ul><ul><li>Community </li></ul><ul><li>E-mail </li></ul><ul><li>Forum </li></ul><ul><li>Wiki </li></ul><ul><li>ICQ/Skype </li></ul>User generated content Self-expression , valuing of personal attitude , self-moderating , world knowledge
  7. 7. Web 3.0 <ul><li>Coming soon </li></ul><ul><li>Semantic </li></ul><ul><li>Shallow-niche oriented </li></ul><ul><li>Certificated by users </li></ul>Services Not pages Nets are generated by users
  8. 8. Mail Mobile Acquiring friends Communicates on forums Downloads , posts videos Uses services Keeping blogging Looking for information Chatting in ICQ Shopping Reads-comments Posts and watches jokes
  9. 9. World has changed ! Your brand is what Google says it is Believe not brand advertisement but friend’s advise Each user = media-unit – watch / read , post , communicate , use Share of web in marketing-mix increases Rapidly increases budget on internet promotion
  10. 10. What do brands want ? <ul><li>Money </li></ul><ul><li>Be cultural idols </li></ul><ul><li>Be influential </li></ul><ul><li>Loyal auditory </li></ul><ul><li>Effectiveness </li></ul><ul><li>User’s deep involvement </li></ul>
  11. 11. What do users want ? <ul><li>Express themselves and be important </li></ul><ul><li>Be in the center of attention </li></ul><ul><li>Receive relevant information </li></ul><ul><li>Have fun </li></ul>
  12. 12. Intersection of interests <ul><li>Influences </li></ul><ul><li>Loyal </li></ul><ul><li>auditory </li></ul><ul><li>Effectiveness </li></ul><ul><li>User’s deep </li></ul><ul><li>involvement </li></ul><ul><li>Self-expression </li></ul><ul><li>Be in the center of attention </li></ul><ul><li>Be important </li></ul><ul><li>Receive relative information </li></ul><ul><li>Have fun </li></ul>Brands Users Opinion leaders Communities Customizing and availability of information Services
  13. 13. <ul><li>User generated content </li></ul><ul><li>Solution of brand’s tasks by creating a community </li></ul><ul><li>Case </li></ul><ul><ul><ul><li>Client : ТНК </li></ul></ul></ul><ul><ul><ul><li>Project : Законы дороги (Road’s laws) </li></ul></ul></ul><ul><ul><ul><li>С ountries : Russia , Ukraine </li></ul></ul></ul>
  14. 14. ТНК – – ЗАКОНЫ ДОРОГИ – web - communication <ul><li>User attraction </li></ul><ul><li>Community creation </li></ul><ul><li>User generating content </li></ul><ul><li>Creation of recommendation effect </li></ul><ul><li>Forming the database of registered users </li></ul><ul><li>Creation of book </li></ul><ul><li>Joint with creative bureau “SAHAR” </li></ul><ul><li>Within complex </li></ul><ul><li>promo-campaign </li></ul>
  15. 15. 800 000 copies of book written by users
  16. 16. Searching information Chats in ICQ Shopping Reads-comments Posts and watches jokes Acquires friends Communicates on forums Downloads, posts videos Uses services Keeps blogging Saves in favorites Uses in own posts, blogs Recommends
  17. 17. <ul><li>Effective web-communication is : </li></ul><ul><li>Recommendation Engine </li></ul>
  18. 18. <ul><li>С reation </li></ul><ul><li>publication </li></ul><ul><li>messaging </li></ul><ul><li>User / </li></ul><ul><li>Brand </li></ul>Views and rating Messaging Using , adding to favorites Mush Up, Indexation , Quotation Messages Recommendations Recommendations Recommendations Recommendations
  19. 19. <ul><li>site </li></ul>blog Wiki Fli с kr you tube Web &mobile PDA Professional inform - projects advertisement , innovations Search engines Slideshare Global Services, Goolgemap, … Link exchange Chats , forums Icq mail mobile Profile projects Catalogues Ratings вирус- маркетинг
  20. 20. To achieve Recommendation Effect is needed : <ul><li>Be based on system-approach of using the trends </li></ul><ul><li>Speak one language with user </li></ul><ul><li>Be in touch points , share values with target auditory </li></ul><ul><li>Offer useful but not advertising information </li></ul><ul><li>Create services </li></ul>
  21. 21. <ul><li>User generated content </li></ul><ul><li>Solution of brand’s tasks by creating a community </li></ul><ul><li>Case </li></ul><ul><ul><ul><li>Client : N А IC А «Оранта» </li></ul></ul></ul><ul><ul><ul><li>Project : Five Advantages of Leader </li></ul></ul></ul><ul><ul><ul><li>С ountry : Ukraine </li></ul></ul></ul>
  22. 22. Banner - service Addresses of departments - >
  23. 24. Use World Web Studio model to build effective communications Use actively unique web potential In complex marketing communications
  24. 25. <ul><li>Ignoring is EXPENSIVE ! </li></ul>
  25. 26. Want to see the model works ? 2buy or die!!! This spring on your monitors !!! Premiere !!! Smart consumers community !!!
  26. 27. <ul><li>For more information : </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><li> </li></ul>