Branding In A Web 2.0 World

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Post on 27-Jan-2015

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Confusion reigns. It is increasingly difficult to get our marketing message out there and make it stick. The internet offers us new opportunities but where do we start. We know that Web 2.0 is out there but not quite sure what it is or how to use it for marketing our company. If the future is user generated content how can we control our brand? These questions and topics will be discussed using industry examples case studies, and teaching a framework for determining the best way to incorporate Web 2.0 as part of an overall marketing strategy.

TRANSCRIPT

  • 1. Branding in a Web 2.0 World Barbarians at the Gate Barb Cagley President

2. What is Web 2.0

  • Philosophy Letting go of control, sharing
  • Definition Web-based communities andhosted services where you participate
  • Examples Blogs, podcasts, Flickr, YouTube,MySpace, Facebook, del.icio.us, digg,Mashable Content, Widgets, Twitterand Wikipedia

3. Branding

  • TraditionalConsistent message will create a consistentApproach thought.
  • RealityA brand is a result of the message you putout there combined with the clientsexperience.
  • Ultimately, it is what your customers think you are.

4. Branding Challenges

  • Clients have more choices than ever before.
  • Clients have access to plentiful, objective information.
  • Clients control a valuable resource that sellers want: information about themselves.
  • Clients trust others less and themselves more.
  • *Brand Harmony, Steve Yastrow

5. Trust

  • My own abilities 80% 86%
  • News reports on TV 54 27
  • News reports in newspapers 49 25
  • News reports in magazines 37 14
  • Recommendations of doctors 69 65
  • Salespeople in clothing stores 23 7
  • Corp. point of view statements 20 3
  • Advertising 8 3
  • Used car salesman 15 2
  • Source: Yesawich, Pepperdine, brown & Russell/Yankelovich Partners 2003 National TravelMonitor

Great confidence in: 1987 2003 6. Branding

  • 52% of adult consumers typing queries into search engines to make routine purchase decisions.
  • Source:Forrester Research
  • 50% of all consumers are more likely to be influenced by work-of-mouth recommendations from their peers than radio or TV ads.
  • Source:Nielson BuzzMetrics 2005

7. What is Web 2.0

  • Blog :: Web log that anyone can contribute to

8. What is Web 2.0 Feed Aggregator :: Choose blog feeds 9. What is Web 2.0

  • Podcasts :: Audio show

10. What is Web 2.0

  • Flickr :: Photo sharing

11. What is Web 2.0

  • YouTube :: Video sharing

12. What is Web 2.0

  • Social Networking :: LinkedIn, MySpace, Facebook

13. What is Web 2.0

  • Twitter Micro-blogging that uses instantmessaging, SMS and the web to relay shortcomments.
  • Mashups Two or more sets of data combined onlineto create a new entity; often used withsoftware, music or video.
  • Widgets Reusable code that can bring live contentto a web page
  • Wiki A collaborative website that comprises ofthe work of many authors.

14. Personas

  • Hit & Run
  • Understands and uses the internet to serve their needs. Want to get in and get out.
  • Expectations
  • Speed
  • Efficiency
  • Easy
  • Control
  • Findability

15. Personas

  • Researcher
  • Loves all the information the internet can provide. Not afraid to participate but chooses not to unless they are looking for specific information. Will spend time focused on tasks.
  • Expectations
  • Knowledge
  • Dialog
  • Entertainment
  • Popularity rankings
  • Inspiration

16. Personas

  • Influencer
  • Wants to be famous and have a say. Will actively participate and expects acknowledgement. Spends leisure and social time online.
  • Expectations
  • Community
  • Portability
  • Self-expression
  • Recognition

17. Framework Transactional Efficiency Conversation Researcher Influencer Hit & Run 18.

  • My Account
    • Order status
    • Quick check-out preferences
    • Gift card balance
    • Credit card management
    • Affinity program benefits
  • Easy Navigation and Intuitive Presentation
    • Size availability change with color choices
    • Shopping all on one page, fast
  • Quick Look

Gap.com Case Study Hit & Run 19. Hit & Run Persona

  • E-Coupons
  • Store Locators
  • Keyword Searches
  • SEO
  • Search Correlated Landing Pages
  • In-store Pickup

Other Tools 20.

  • Entertaining Home Page Animation
    • Featured a coupon
    • Focused on the brand message
  • Membership Program
    • Upload a photo of customers floors and customize
    • Take a tour before to show how easy
    • Use provided rooms and decorate
  • Call to Action
    • Store locator
    • Order sample wood finishes

Shawfloors.com Case Study - Researcher 21. Researcher Persona

  • Tagging
  • Reviews
  • Contests
  • Live Help
  • RSS Feeds
  • Sales Alerts

Other Tools 22. Case Study - Influencer

  • Online Community
    • Blogs
    • Forum
    • Facilitate in person meetings
  • Facebook Group
    • Webinars
    • Ask the expert
    • Real-time conversations
    • Related groups
    • Podcasts
    • Videos

Intuit.com 23. Influencer Persona

  • Twitter
  • Wikis
  • Social Bookmarking
  • Survey
  • Reviews and Rankings

Other Tools 24. Business Objective

  • Hit & Run Contact for moreNumber of Contacts Information
  • Researcher Download Case Studies Number of Downloads
  • Influencer AwarenessBuzz Monitoring Customer Acquisition

Metric Objective 25. Why Should You Adapt Web 2.0

  • Revenue from niche markets
  • Targeted market means better ROI
  • Hear direct from consumers helps R&D
  • Relationships with customer helps marketing effort
  • Stay ahead of your competition

26. Confusion Reigns? Open the Gates and Invite the Barbarians to Participate