arc\'s web2.0 age
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Arc
Worldwide
Web 2.0: Our Story
January, 2006
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There’s Already Old School…
The Internet has only been around in mass use with a browser for less than 10 years. We’re just getting warmed up.
Over that time, we have outgrown many tenets and redefined many more.
Hyper-innovation and technology advances drive continued adoption, experimentation, and re-drawing of boundaries, redefinition of what’s possible.
Bottom line – we’ve arrived at Web 2.0
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We Group These Into Three Domains of Innovation
Continually exploring innovation in three domains:
Content Development
Content Distribution
Content Experience
Our definition of Web 2.0 flows directly from our perspective on these three basic domains.
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Blogs, RSS Feeds
It’s About Content A Flow & Relationship Cycle
Content
Content Development
Content Development
Content Distribution
Mobile
Internet
Environments
ContentExperiences
ContentExperiences
ContentExperiences
ContentExperiences
ContentExperiences
From:MarketersConsumersAggregators
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FromContent Development
Robust Destination Sites
Static Content
Company Generated Content
Content Distribution
Targeted Push
Brand 2 Consumer
Searched
Content Experience
All Purpose Corporate Site
Clicks and Eyeballs
Plug-Ins
Stickiness
To
Big Ideas
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From ToContent Development
Robust Destination Sites
Static Content
Company Generated Content
Content Distribution
Targeted Push
Brand 2 Consumer
Searched
Content Experience
All Purpose Corporate Site
Clicks and Eyeballs
Plug-Ins
Stickiness
Content Development
1. Distributed Digital Experiences
2. Dynamic Content
3. Consumer Generated Content
Content Distribution
4. Relevant Pull
5. Peer 2 Peer
6. Tagged
Content Experience
7. Topic-specific Brand Properties
8. Level of Engagement
9. Sensing, Agnostic Platforms
10. Consumer-driven Conversation
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Are Consumers Ready for This? … Absolutely
Broadband penetration is staggering; it delivers the enhanced experience of Web 2.0
It once took an internet user 5-6 years to become comfortable with buying online. Today it takes 1-2 years
High expectations and dissatisfaction with current text nature of internet will grow; “I have to read, work for you to sell to me”
Generations growing-up with immersive video and the expression of their opinion as an integral part of their digital lives
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1. Distributed Digital Experiences
No more build it and they will come to you
Mobile, handsets, short-form content manifesting itself in multiple user environments Permission, trust and demand-based delivery
My database is with me at all times – it’s an extension of me
Sites must evolve from the sole brand destination to “distribution centers” for value to customers
1Content Development
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Today
Communication, Digitization driving sharing of everything – and fast!
Social Networks, let me find friends, globally, and mobile connects me with them all the time
Blogs – people are able to express, become their own journalists, seek an audience with like minded people
Many.com websites structured around the organizations for the organizations
90% of websites irrelevant for consumers, they want the 10% that matters to them - delivered at that RIGHT time
1Content Development
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2. Dynamic Content
From text to audio to video – to social ‘real world’ content
Consumer expectation of freshness and change Consumers slam corporate podcasts that start strong and then sputter
out No mercy on iTunes
The Mash-up mentality – all digital content is meant to be taken and changed for new purposes, agendas, humor
“Content” is not placed or “ran”, it LIVES. In the form of social communities, environments and groups that function
like living organisms Warcraft gamers had their characters stage a “protest” in the virtual world
against a rule the users didn’t like
2Content Development
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3. Consumer Generated Content
From blogs to music to ringtones to microsites to short-form film and games, consumers control the web and our experiences within it
Consumers have found their voices, and they like the way they sound
A new generation sees themselves as active participants, not just recipients
But what is it really – what are the user benefits? The opportunity to participate actively in a brand A place to indulge their passions, users “co-branding” with you A means to live vicariously through others The ability to critic, and evaluate products and services
3Content Development
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Consumer Generated Content - Growing
65% of experienced Internet users find user reviews more helpful than information supplied by the brand
Fifty-seven Percent Of Online U.S. teens–or roughly 12 million–now create or share online content, including blogs, Web pages, and photos,
Compare to just 7 percent of adult online users had created blogs
Some 6 million Americans have downloaded pod casts -- Internet "radio" broadcasts -- from the Web
Pew Internet & American Life Project, November, 2005
20% of those who have ever listened to a podcast do so weekly Listen to average of 6 podcasts week and 4 hours/month listening time
Study by Bridge Ratings, November, 2005
3Content Development
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What are consumers creating?
Link submissions, reviews , discussions and newsgroups ratings, votes and polls, FAQs
Blogs, Web, Mobile and Video Podcasting Spoofs of Advertising, Products, Media, Film
Brokeback Mountain + Top Gun = “Brokeback Squadron”
Contest Entries - Create Designs, Entries, Vote for the best My Designs, My Ideas My Content, Reflection on Me and my universe
Blogging as a means to shape and define identity Blogs as brands for individuals – are cared and nurtured for
3Content Development
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A Few Words on the Blog Nation
They are dynamic, not published weekly or monthly like corporate websites
They are published daily… and bloggers post actively on other blogs – maintaining their own brand and reputation
Search engines love new fresh content
They write content as conversation, story that builds, engages
Not a push, stuffy PR release approach, but real 2 way dialogue. Fakers are sniffed out a mile away.
Content Development
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Doubling
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Weblogs CumulativeMarch 2003 - June 2005
Doubling
18.9 Million Weblogs TrackedDoubling in size approx. every 5 monthsConsistent doubling over the last 36 months
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New Blogs per Day
As of Oct 2005 over 70,000 blogs were created dailyA new weblog is created about every secondRecent Spikes partly due to increase in Chinese Blogs55% of new bloggers are still posting 3 months later13% of all blogs update weekly (or more)About 2% - 8% of new blogs are spam (red spikes)
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KryptoniteLock Controversy
US Election Day
Indian Ocean Tsunami
Superbowl
Schiavo Dies
Newsweek Koran
Deepthroat Revealed
Justice O’ConnorLive 8 Concerts
London Bombings Katrina
Daily Posting Volume
1.2 Million legitimate Posts/DaySpam posts marked in redOn average, additional 5.8% are spam posts Some spam spikes as high as 18%
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Blogs and MSM
EschatonCommon Dreams
The EconomistBinary BonsaiDaveneticsNPRTalking Points MemoThe TimesPBSESPNBoston.comEngadgetNational ReviewAsahi ShinbunSlateFARKGizmodoLA TimesInstapunditDaily Kos
MTVSalon
SF GateReutersNews.comFox NewsUSA Today
Boing BoingWired NewsMSNBCGuardian
BBCYahoo News
Washington PostNew York Times
0 10,000 20,000 30,000 40,000 50,000 60,000
Blue = Mainstream Media
Red = Blog
Challenge: Fight or Embrace?
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4. Relevant Pull
RSS and other content syndication methods are, and will, revolutionize the way content is distributed Micro-targeted, updated instantly On-demand Highly specialized, niche Completely at consumer’s discretion Opinionated
Sites springing up that combine customizable RSS feeds, “Feed splicing”
Exclusive, VIP (pay?) feeds will be next
4Content Distribution
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Is it Push Or Pull?
No-one is targeted, consumers are friends, welcome back anytime, not targeted for campaigns
Engagement and “True Friend Experience" is King
RSS and Email – All Opt in, pulling people back
Experience create lasting impression - am I happy and satisfied, learns and applies, helpful
Online delivers human interaction to everyone, wherever and whenever
4Content Distribution
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Peer-2-Peer
Peers & Customers ARE the New Marketers
To deliver a new level of immersion of experience
Put the consumer as the driver and let them be a part of delivering a whole new experience
Give them the tools and opportunities to speak up Be the microphone, the artboard, the broadcaster for them Nokia realized they’re selling customer expression, not just
selling phones – moblogs already set up for new camera phones
5Content Distribution
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Peer-2-Peer
Social networking and location aware devices, along with new forms of content development and distribution, make the Web an almost entirely consumer-driven medium
Consumers far more likely to accept recommendations about a product or service when coming from a peer network vs. a corporation
Enable loyal customers to say the things as a marketer you wish you could –
“The new BMW M5 engine KICKS ASS over AUDI”
5Content Distribution
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Who do consumers trust?
Who do they engage with in conversations? Other individual customers, friends and family 3rd party analysts and experts Blogs on online communities Maybe customer service via chat Corporations – less and less!
Who and where do they turn? Friends – phone, e-mail, social meetings Blogs and online communities Reviews by third party analysts and experts Live customer service
5Content Distribution
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From Searched to “Tagged”
Almost a third of blog posts use tags or user-created categories
Currently over 25 Million, growing at about 400k/day
Search engine portals being challenged by tagged content portals Customers determine how to classify, “folksonomy” Trusted list of valued sites get tagged for others to use Communities share tagged content – Flickr photos Tagging allows users to browse and search in smaller – but more
relevant – pool of websites Towards a post-Google system of relevancy, Tag Clouds
6Content Distribution
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452 Podcasts matching “dogs” tag in this portal
Tag Clouds
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Topic Specific Digital Brand Properties
Context specific platform delivery (i.e., home, store, city, etc.) A stand-along campaign on the web Using digital media to launch new products & positioning Place-based mobile product info. / value delivery
7Content Experience
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Level of Engagement
Past the concept of “Clicks and Eyeballs” as measures of reach and awareness
Towards deeper relationships, pass on, return visits, integration of your content with user content
May not be about length of session, but quality of session
Emotional measures, not simply statistical
Content Experience
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A. YOU TAILOR ITimmersed in the brand via rich, engaging content and personalization
B. YOU CREATE ITuser‑generated content, editorial, and reviews
C. YOU CONTROL ITcontent consumption and experience where and when you want it (on‑demand, beyond the .com). mobile, TiVo, other
D. YOU SHARE ITp2p content distribution platforms creates high degrees of involvement, trust, and confidencebrand as a platform for like‑minds to interact, (vs) brand as the deliverer of the message
E. YOU HAVE FUN WITH ITlearn, play, share, laugh, test, explore
F. YOU BREATHE IT...once the brand belongs to you, then brand preference is the default
Content Experience
8Dimensions of Engagement in the digital world
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What does it become?
A new breed of consumer engagement A category educator A visionary communication channel Content delivered through experience A place to be recognized, a place to share and embrace each
other A destination
8Content Experience
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What does it look like again?
One Rich Interactive Platform
It does not resemble a traditional website, with scrolling pages, forms, functions and content combined
Human Touch and Community
A Constant and Reassuring feature
Every interaction is remembered and acted on
8Content Experience
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Sensing, Agnostic Platforms
Automatic Awareness
Content formatted to screen / device / platform
The end of device drivers
The new client-server relationship is mobile
Content Experience
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Consumer Driven Conversation
Beyond “Stickiness” to a relevant conversation
Quantity of time on a site is not always a good thing, quality is more important
Be there for your customer when they need you, what do they want? How do you know? Incorporating their ideas, listening to them, marketing with them
Content Experience
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Imagine Human ConversationContent Experience
10 The information that I need delivered whenever, however,
and wherever All information has dimension of contextual relevance – what
I see and hear is what I need I expect to be recognized – to know my likes and dislikes Not pushy, invasive, or assumptive Relationship as a source of enjoyment and value
… versus today’s Corporate Website, where the consumer has to work hard to find information
Delivery and conversation is a reflection of internal organizational structure – fragmented and segregated
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What does it look like?
Human face to a corporate experience Your own personal guide, welcome back Guided tour, just like visiting a friend You receive advice You ask questions You are treated with respect Little bit of fun, to make it human It remembers you, what you did last visit Lets you share your story, listens and learns Social –connects you with similar like minded people, to
share, learn from, feel belonging
Content Experience
10
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What’s Next for Purina?
A strategic platform for digital experience Planning Prototyping / Evaluation Iteration Enterprise launch
An infrastructure for rich media and entertainment
Build a real pet community Sow seeds and fertilize the ground for consumer feedback Have a plan for what to do with it… Keep your “loyals” happy and feeling involved
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Purina is at Web 1.25 (with good momentum)
What’s workingInnovation mindset and desire – spiritually you’re thereStarter distribution network (content feeds)Great resources (i.e. off-line entertainment properties)
What must improve Strategic framework for Entertainment content – A Master
Plan Customer generated content (Podcast idea in the works) “Behind the scenes” blogs, “Exclusive” content, not just
recycling existing TV. Original entertainment for interactive. Content itself must be RELEVANT… what to re-format? What
content to create that’s not there now?
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Big Ideas
Mobile-based fashion show – consumer submitted “at the park” entries Fashion designers do line for dogs Models + dogs on runway = “Fashion’s gone to the dogs” Co-branding opportunities way outside of the pet care space
Mobile phone manufactures and carriers Hospitality and travel brands
Redefine the dog show – Sprint Global dog show
Continue discussion
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End
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