Transcript
Marketing 2.0Discover the new consumerat the Web 2.0 era
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Marketing 2.0A new consumer in a new era
Agenda
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Web 2.0 in concretoWhat does the consumer do online?
Threats and opportunitiesDo’s and Don’ts
A Web 2.0 AgencyHow an agency can help you?
Marketing 2.0A new consumer in a new era
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A new consumer
with more powerthan ever…
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In a new era
from informationto conversation…
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From information to conversation
Consumer Brand
The Internet BEFORE top down:from the brand to the consumer, like offline
“62% of global teens are apathetic about marketing and
advertising”, from “The new
generation of global youth”, Energy BBDO
But… consumers perfectly know they’re marketed to, they’ve become more reluctant to advertising… preferring the “neutral”opinion of their peers … in an environment that makes it easier than ever to share and be heard
But… consumers perfectly know they’re marketed to, they’ve become more reluctant to advertising… preferring the “neutral”opinion of their peers … in an environment that makes it easier than ever to share and be heard
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From information to conversation
The Internet NOW bottom-up:“It’s about conversation,cooperation, andempowerment ofthe masses.This time it’sbottom-up, insteadof top-down”*
From “Advertising 2.0”, Paul Beelen
A B C + DEF
A B C + EGR
A B C + HIJ
A B C
A B C +
ABGR+ DEF
A B C +
EGR
A B C +
EGR
Consumers have created their social networks & they’re constantly engaged in these whole virtually connected world
In such a context, “word of mouth” is the n°1 influencer…
Consumers have created their social networks & they’re constantly engaged in these whole virtually connected world
In such a context, “word of mouth” is the n°1 influencer…
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From information to conversation
It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING”
RSS
Web 2.0 concretelyWhat does the consumer do online?
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RSS
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Marketing 2.0 concretely
Three reasons why are these applications so successful:
1. Because it’s 100% user-centric
2. Because of interoperability : you can combine Web 2.0 applications to create something new (mash-ups)
3. Because it’s search engine-friendly
It gets back to Internet basics:distribution of all type of content through sharing and networking
It gets back to Internet basics:distribution of all type of content through sharing and networking
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Free translation from:“Les Jeunes et Internet”
report, Le Journal du Net
“...The future is to the interpersonal channels.Today, 85% of the online content is produced by individuals. The brands will never have enough power to control this content.Therefore, they should participate to this movement by taking up the conversation on the blogs, the forums and the personal websites...”
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Blogs
What DO consumers do online
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Podcasting/vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
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8Widgets9
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Blog potential in Europe:*
Blogs
Blogs = personal online diaries
*Source:FastBridge
See also:“Blog, Podcast and RSS
Advertising Outlook”, www.pqmedia.com
Why is it so successful?You can express yourself!Easy to update, no technical knowledge requiredNew technologies, allowing content sharing and search
Why is it so successful?You can express yourself!Easy to update, no technical knowledge requiredNew technologies, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
They have an impact…E.g. “Dell Hell”
See:“Measuring bloggers’
influence on corporate reputation”,
www.onalytica.com
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Podcast (sound) and vodcast (video)do the same as blog does for text
E.g. amateur Rocketboom:2mio downloads / day,
Why is it so successful?Not limited to TV hours but 24/24hAnyone, anytime, any skill contribution
Why is it so successful?Not limited to TV hours but 24/24hAnyone, anytime, any skill contribution
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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YahooPodcastsYahooPodcasts
Index of popular podcastsOrganized per categoryOrganizer per tag wordSubscribe or get notified of streams per your interest
Index of popular podcastsOrganized per categoryOrganizer per tag wordSubscribe or get notified of streams per your interest
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iTunes PodcastsiTunes Podcasts
High quality indexExtension of user-friendly iTunes softwareEasy download to popular iPod formatFull previews on feeds
High quality indexExtension of user-friendly iTunes softwareEasy download to popular iPod formatFull previews on feeds
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What does the consumer do online?
Sharing of personal and branded video in a web formatFiles from individuals:“consumer generatedvideo content”But also from brands whotry to catch the audience
Why is it so successful?You can fully express yourself!The video format, which is the richest emotionallyThe technology, allowing content sharing and search
Why is it so successful?You can fully express yourself!The video format, which is the richest emotionallyThe technology, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
YouTubeYouTube
Extremely popular streaming platformUpload video in any format and youtube server converts them to popular Flash formatRelated content tagging
Extremely popular streaming platformUpload video in any format and youtube server converts them to popular Flash formatRelated content tagging
Google VideoGoogle Video
Popular search engine goes beyond textExtremely popular streaming platformEditorial acceptance guidelinessInitial focus on public videos, now also consumer generated videos
Popular search engine goes beyond textExtremely popular streaming platformEditorial acceptance guidelinessInitial focus on public videos, now also consumer generated videos
JumpCutJumpCut
InBrowser video creationBrowser by movie category but also by authors
InBrowser video creationBrowser by movie category but also by authors
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Online photo albumsShared with friends,
family, colleagues
Why is it so successful?You can express yourself!The photo format, which is highly emotionalThe technology, allowing content sharing and search
Why is it so successful?You can express yourself!The photo format, which is highly emotionalThe technology, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
RSS
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Collaborative content:
*See:www.wikipedia.com
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
WikipediaWikipedia
A free-content encyclopediaWritten collaboratively by volunteers, allowing articles to be changed by anyone with access to the websiteClaimed to be as accurately as Encyclopedia Britannica
A free-content encyclopediaWritten collaboratively by volunteers, allowing articles to be changed by anyone with access to the websiteClaimed to be as accurately as Encyclopedia Britannica
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What does the consumer do online?
Social bookmarking:
E.g. Del.icio.us*:
– Bookmarked shared between people: the power of many
– You can add bookmarks to your list and categorize them
*See:http://del.icio.us
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Socialbookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Socialbookmarking
Social networks
RSS
Widgets
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Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
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Really Simple Syndication
Before: you visit many sites to stay informed… but many of them will have changed since your last visit… it takes time…
Now: the solution:“really simple syndication”
!!!
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
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What does the consumer do online?
RSS Content can be pushed to modern screensavers
RSS Content can be pushed to modern screensavers
Or simply pushed to convenience of customer desktop screen
Or simply pushed to convenience of customer desktop screen
News feed can be refurnished via RSS
News feed can be refurnished via RSS
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
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Widget (or Gadgets) are a new category of mini- application designed to provide information, useful lookup, or enhance an application or service on your Computer or the Web.
A widget is a little piece of content or functionality provided by a third party that you can place on your website. Technically, it's just a snippet of HTML and/or JavaScript that you can manage like any other content on your website.
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
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Startup pages that need widgets:
Marketing 2.0 concretely
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborativecontent
Social bookmarking
Social networks
RSS
Widgets
Threats & opportunities Do’s & don'ts
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Threats & opportunities of Marketing 2.0
A very good case:The VW GTI campaign*, won the Cannes Cyber Lions in“Integrated campaign & websites”Why?– Because it’s a smart combination of
more traditional e-marketing withMarketing 2.0 techniques
– With a relevant concept and message
*See:http://www.cpbgroup.com/awards/vwgtiintegrate
d.html
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A smart combination of
more traditional e-marketing
with Marketing 2.0 techniques
A product websiteA product website
WebvertisingWebvertising
A blogA blog
Video sharingVideo sharing
A ringtoneA ringtone
Even a fake saleon eBay
Even a fake saleon eBay
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And now, what NOT to do…
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Threats & opportunities of Marketing 2.0
What NOT to do:The “Exell vs. Blogger case”
Consumer buys a laptop at Exell and detects a security issueHe waits one year (!!) and finally gets his laptop back…but the security issue is not fixed Argument in the City 2 shop
He made some jokesHe made some jokes
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What NOT to do: The “Exell vs. Blogger” caseDecision of court clearly choose freedom of speech vs. trademark violationThe trial spreads throughout the blogosphere…with huge brand damages for Exell
Threats & opportunities of Marketing 2.0
Should you be afraid of bloggers?
Should you be afraid of bloggers?
Should you engage a conversation with them?
Should you engage a conversation with them?
If you care about PR, you should care about blogsIf you care about PR, you should care about blogs
NO, they are human beings just like you, but they can speak very, very loud
NO, they are human beings just like you, but they can speak very, very loud
YES, don’t underestimate the power of blogosphere
YES, don’t underestimate the power of blogosphere
Conclusions
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Peter Chane, Google Video
[People] like to watch ads, which really surprised me. We don't take advertising on Google Video yet, so this is a great opportunity for advertisers to reach users for free. I'm bullish on them using the Web to test concepts.
http://www.wired.com/wired/archive/14.05/google.html
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Conclusions
The solution for brands?Remember the magic words:
See:“Les Jeunes et Internet”
report, Le Journal du Net
“User generated”“User generated”
“Social”“Social”“Disaggregation”“Disaggregation”
“Collective knowledge”“Collective knowledge”
“Conversation”“Conversation”
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The solution for brands?Understand the context
See:“Les Jeunes et Internet”
report, Le Journal du Net
Conclusions
It’s no use putting a website online,saying your product/brand is great
if half the blogosphere is saying it’s not…
It’s no use putting a website online,saying your product/brand is great
if half the blogosphere is saying it’s not…
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The solution for brands?Use these existing networks to your advantages, i.e.
1. Monitor what’s happening around your brand
2. Integrate these conversation networks
3. Help these consumers to connect with each other: this is as important as the message itself
4. Provide them with tools to spread your message
Conclusions
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Conclusions
Tactics :Monitor blogs & buzz about your brands & productsDisseminate brand assets in the Web 2.0 free mediaDevelop/Create traffic to current brand web assetsReport relevant trends, statistics, opportunities
Your brandYour brand AgencyAgency Web 2.0Web 2.0
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Conclusions
Actions :digitize, upload and tag videos in YouTube, GoogleVideo, etc.upload, tag, photos and campaign visuals (flickr, photobucket, etc.)bookmarks and tags, create groups in (del.icio.us, furl, sprul, etc.)create user, groups and animate brands in social networking (myspace, friendster, etc.)create blogs with all the content, moderate comments (blogger, etc.)
propagate content and tags in specialized search engine (technorati,, etc.)update or create content in wikis (wikipedia, etc.)promote websites, blogs, url in social bookmarking (digg, scoopeo, etc.)analyse traffic (see web analytics offering)develop widgets, create content, launch interactive marketing campaign, etc.
Your brandYour brand AgencyAgency Web 2.0Web 2.0
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Classic Interactive Marketing TacticsClassic Interactive Marketing Tactics
Marketing 2.0Marketing 2.0
Reach
Evolution
Marketing 2.0 increases efficiency of the existing interactive marketing tactics but does not replace them
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The Agency of the Future?
Questions?
Thank you!
VW Escape TVCase study
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The context
Volkswagen is loosing market shares among youngsters:– Market share of 19-29: 14,5%
Why? The brand is perceived as:– “Expensive, inaccessible”:
yet, false rationally – Strong in low differentiation criteria:
quality, security, reselling value…
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The objectives
Correct the price perception
Make youngsters rediscover the brand
Rejuvenate the brand: a more inspirational approach…
“No, VW is not an (more) expensive brand”
“No, VW is not an (more) expensive brand”
“OK, VW is quality, design, robustness, driving pleasure…”
“OK, VW is quality, design, robustness, driving pleasure…”
“…but it’s also emotions, fun, and dream”
“…but it’s also emotions, fun, and dream”
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The target:For them, there are no “new media”,
connecting virtually is how they live
The target:For them, there are no “new media”,
connecting virtually is how they live
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The strategy
If we want to appeal to them, we need to create a platform which is…
“Surprising, different, with
impact”
“Surprising, different, with
impact”
“Hype, with word of
mouth effect”
“Hype, with word of
mouth effect”“Beyond interaction,
participation”
“Beyond interaction,
participation”
“Lively with frequent update”
“Lively with frequent update”
“Up-to-date: video, multi-
devices
“Up-to-date: video, multi-
devices
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The strategy
…exploiting at best today’s youth ecosystem:
Webosphere:Blogs
Forums…
VW.be:product-driven
VW.be:product-driven
Separated,lifestyle-driven
platform
Separated,lifestyle-driven
platform
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The strategy
…with as core message:
“Free Yourself”“Free Yourself”
“I have a car
I’m free to live my fun moments”
“I have a car
I’m free to live my fun moments”
Emotional representation of the car:autonomy, independence, grown-up…Emotional representation of the car:
autonomy, independence, grown-up…
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The creative concept
“EscapeTV”: a multimedia participative magazine
Multimedia:Video and sound at the heart of itAvailable on the web, iPod, PSP and mobile phones
Multimedia:Video and sound at the heart of itAvailable on the web, iPod, PSP and mobile phones
Magazine:Monthly publication
Magazine:Monthly publication
Participative:The target will intervene in the content, co-creating it
Participative:The target will intervene in the content, co-creating it
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About cool “VW-related” stuff: MusicMoviesSport
About cool “VW-related” stuff: MusicMoviesSport
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The campaign planning
From teasing to launch:
WK-0 WK-1 WK-2 WK-3 WK-4
Forum, blog rumoursForum, blog rumours
Hijacking advertHijacking advert
Call for casting/actors
Call for casting/actors
Online casting competition & votingOnline casting competition & voting
Objective => generate expectation for more!Objective => generate expectation for more!
LAUNCH!LAUNCH!
118> To the casting site
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> To the Escape TV site
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The results, so far
First key figures
Teasing phase (08 - 29/05):
Launch phase(webvertising not launched yet),after one week:
# castings: 170 FR + 105 NL
Average visit length: 3’10’’
100.000 visits
60.000 unique visitors
Vodcast subscription: 1.650
2 2.000 visitors
Average visits/visitors: 1,42
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The conclusions, so far
3 reasons why this campaign makes sense:
• Trendy design, use of video• Relevant content• Cool, young and fresh tone of voice
It touches youngsters where and when they want
• Multi-presence: the site, iTunes, RSS
It’s “more”, it’s different, it’s hype;it speaks to youngsters
• Not only the Internet is relevant• But also on their different devices: from iPod to
mobile
It takes into account the “word of mouth” aspect of the web
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VW – Emakina collaboration model
Creation &production
- Event coverage- Copywriting, video &
photo shooting & direction
- Video editing- Site maintenance- Feeds & videocasts
update- E-newsletter
management Rich
& in
tegr
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com
mun
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End-to-end project reporting
End-
to-e
nd p
roje
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anag
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t
LAUNCH!
Task
s
Ideas
Questions?
Thank you!
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