The new relevance of Websites in the Web 2.0 World

Agenda

• Overview of Web 2.0• Reputation Management• Effective Web 2.0 Marketing:

– Viral campaigns– Widgets– PR

• Legislation• Who we are?• Q & A

Overview of Web 2.0

What is Web 2.0?

• Merging of discrete sources of information into one

• Interactive

• User generated content

• Explosion in the volume of web publishers

• Substantially increased personalisation

Reputation Management

• User generated content is a major component of web 2.0• Monitoring not as easy as simple as keyword searching !

Effective Marketing – Web 2.0 Viral Opportunities• Achieving viral success has been one of the holy grails for

online marketing managers

• Historically, viral marketing has been fundamentally e-mail orientated

• New generation of social networking sites create the perfect environment for the rapid distribution of viral marketing videos or micro-sites

Effective Marketing – Web 2.0 Viral Video Example

Effective Marketing – Social Network Viral Example• The adult industry leads

innovation again!

• ‘Spoof’ story of lost digital camera posted on Facebook causes nationwide hunt for owner

Effective Marketing - Widgets

• Components that are typically embedded in social networking websites

Effective Marketing - Widgets

• Consider widgets in context of an ambassador for the brand, rather than “just” an extension of website

• Effective widgets must have a communications purpose, rather than being overly commercial in nature

Effective Marketing – Web 2.0 PR

• Effective monitoring of social networks can create significant opportunities for press relations

• Examples include the ‘return of the Whispa bar’

Stay Legal!

• New European “Unfair Commercial Practices Directive” in effect in the UK from April 2008

• It is now an offence to:– Participate in “Astroturfing” – paying bloggers for

positive reviews about your company– Writing negative reviews on competitor’s websites– Directly or indirectly ‘pretending’ to be a consumer

and writing fake reviews of your products or services

Top tips!

1. Approach Web 2.0 as an opportunity, not a chore!2. Adapt your transactional website to handle visitors

landing on other pages rather than the homepage3. Clearly segment the web 2.0 channels to market4. Be pro-active

AffiliateFuture is a subsidiary of TMN Group plc, one of Europe’s premier digital marketing companiesOther Divisions

EDR – largest buyer of email advertising in the UK

ID Factor – specialists in online market research with over 4 million members across 41 territoriesTMN Media – manages the most comprehensive portfolio of email addresses in the UK

Sample AffiliateFuture Clients

Questions & Answers

Please visit us at stand

E375

www.AffiliateFuture.co.uk