Web2.0 Brandsential

If you are not ready for Web2.0, too bad. Your competitors and your customers are already going there. ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],“ Brand is not what you say it is, it’s what the customer says it is.” - Marty Neumeier Brand engagement in Web2.0 takes place over a longer period with a more interactive experience, so traditional metrics will not give the whole picture

A deep understanding of Customer needs forms the basis of rich engagement with empowered customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

New understanding of Customer needs for these highly influential customers forms the foundation to communicate with a broader audience ,[object Object],[object Object],[object Object],[object Object]

“ One of the key discoveries that OXO made when they went out into the field to observe how their existing product was being used was the fact that almost all users added some ingredient to the measuring cup, stopped to view the cup from the side to determine if they needed to add more or remove excess that they had erroneously added … Only by observing the usage of the measuring cup in the real world was OXO able to uncover this hidden design flaw “ – Ivan Chalif ,[object Object],[object Object],[object Object],Seeing how customers are using your current offerings or problems they have, can give clues to how to develop breakthrough products

“ The role of senior management was to provide the support for this to continue and then get out of the way. Executives cannot mandate successful adoption of Web 2.0 technologies. Their role is to supply permission and resources—and set the boundaries—and [then] let intelligent and motivated teams run with this.” - Jacques Bughin, McKinsey Consulting ,[object Object],[object Object],[object Object],Developing high-level internal support and dedicated resources to interact with customers contributes to a winning strategy

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“Consumers are taking their lives online through blogs and social networks, and by creating video content. The comfort and expectations—as well as the hunger—they have for new and innovative applications and interactions on the web will push consumer-oriented enterprises to build new platforms that utilize consumer feedback mechanisms, build better reputations for partners online and speak to customers in a much more collaborative fashion”- Jennifer Simpson, Yankee Group ,[object Object],[object Object],[object Object],[object Object],[object Object],Web2.0 sees customers with many options and ways to satisfy their needs quickly and easily

Web2.0 technologies are enablers for content creation, interaction and consumer control over their experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“60% of advocates believe that good brands are worth talking about, versus 25% of non-advocates. Advocates spend their time promoting a brand more often than negating it, and approximately 90% will write something positive about a purchase they made.” -Edwin Wong , Yahoo ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Yahoo! study identified customers that contribute content as high-value segment

“ Getting ratings and reviews up was one of the most strategic and impactful initiatives of 2006. Receiving direct feedback from our customers allows us to create better products and modify existing ones. With our current vendor, we have a great partner to help us open up this dialogue with our consumers." Elizabeth Margles, Vice President Public Relations, Loblaw Companies Ltd. ,[object Object],[object Object],Trust and credibility are critical in establishing a lasting engagement with the new breed of Web2.0 savvy customers

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[object Object],[object Object],“We know that the most important form of marketing is an advocacy message from a trusted friend.” Steve Knox, Vocalpoint CEO Proctor and Gamble Vocalpoint markets directly to 600,000 “Connector” moms who are more social than average

[object Object],[object Object],[object Object],Vocalpoint participants get "a voice that is going to be heard by other companies ," Steve Knox, Vocalpoint CEO . "We do tremendous research behind it to find the reason to care,“ says Knox. Proctor and Gamble Vocalpoint gives women reason to share through understanding their needs

[object Object],[object Object],[object Object],"We have to enable a conversation to take place. Kids not doing enough chores is a conversation taking place among moms." Steve Knox, Vocalpoint CEO A different marketing message than traditional media responds directly to conversations taking place between moms in the group

[object Object],[object Object],[object Object],"There are a lot of women (at work) who have kids." "We were all interested,” says one Vocalpoint participant discussing relevance of Dawn campaign Participants responded well to a different message which spoke to them about issues they cared about

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Proctor and Gamble looked holistically at the issue of engagement and developed an overall strategy, both internally and externally

“ Communicating to a small but powerful group of fans first online to enlist their support is a smart way to ensure positive coverage in the mainstream press. The power of the Internet makes it easier for people to fall in love with you faster. But beware—it also makes it easier for them to fall out of love with you faster. It’s a double-edged sword. Listen constantly to what’s being said about you. Social media technologies do not make a brand viral; they merely allow consumers to tell others about good brands. The main thing is to be different and relevant with your brand. And when you have that, the sheer power of the Internet can accelerate your brand.” – Cindy Gordon, VP New Partnerships, Universal Orlando ,[object Object],[object Object],[object Object],[object Object],Universal Studios was able to create massive awareness by leveraging the blogging world to talk about their initiative

“Everything we did to announce and promote the new theme park within a theme park had to be authentic to Harry Potter and J.K. Rowling’s vision,” recalls Gordon ,[object Object],[object Object],[object Object],[object Object],Lessons from Universal Studios and Harry Potter

“…a fantastic example of product awareness through unobtrusive social media.”- Digital Influence Group It’s the online equivalent of a platinum hit, seeping from one computer to the next like a virus. Charles McGrath- New York Times ,[object Object],[object Object],[object Object],[object Object],[object Object],Stride Gum by Cadbury Schwepps found Matt Harding and his dance to be an unobtrusive social media declaration for their brand

Lessons from Stride Gum and wherethehellismatt.com ,[object Object],[object Object],[object Object]

“We posted on this a while back and wondered when you folks were going to join the conversation. And now here you are, blogging about it. I almost never thought I'd see the day.“ -Customer comment on Direct2Dell blog. ,[object Object],[object Object],[object Object],Direct2dell and the challenge of credibility

“ At our worst point, almost 50% of the commentary was negative. That made it easy for us to decide to jump in. These negative conversations were happening with or without us, and it was pretty clear we had a better chance if we entered those negative discussions. Today, we're seeing about 23% negative. While that's moving in the right direction, there's plenty of progress to be made.” -Lionel Menchaca, Chief Blogger, Dell “A case study for how powerful blogging and wider engagement with social media can be: it is a challenge to anyone and everyone to embrace new models of brand communications. “ -Antony Mayfield ,[object Object],[object Object],[object Object],[object Object],[object Object],Lessons from Direct2dell and the challenge of credibility

There are several opportunities to leverage Web2.0 in increasing customer engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

TripAdvisor built the “Cities I’ve Visited” application in 2 days, and received 5 million downloads and 70,000 daily users. ,[object Object],[object Object],[object Object],[object Object],Brand building with Web2.0 widgets and applications is a key part of strategy as web audience fragments from traditional high-traffic sites such as portals

Social Media and content creation creates engagement with high-value customers and opportunities to reinforce brand experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct acquisition and revenue generation stem from allowing new means of reaching customers and can drive engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],* RSS stands for Really Simple Syndication, a way to format content so it is usable on other sites that follow this standard

Summary ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],If the answer to these questions is yes , you should think of how to embrace Web2.0; it is not going away, and more and more customers are adapting their behaviours and expectations in terms of how they interact with brands.

Web2.0 Brandsential

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