Web 2.0 and Social Media: A Conversation with Glasgow City Council

Web 2.0/Social Media

‘The times they are a changing’

A conversation with GCC

Dr. Jim Hamill and Alan StevensonDepartment of MarketingUniversity of [email protected] www.web2-0cpd.com

August, 2009

Content

Overview of Web 2.0/Social Media (JH)

Web 2.0/Social Media in Action – examples (JH)

Business Support 2.0 (AS)

Some advice in ‘getting there’ and ‘next steps’ (AS/JH)

More details at: – www.tourism2-0.co.uk

– www.web2-0cpd.com

What Is It?

A fundamental change in the way people use the Internet, their online expectations and experiences

Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries – including B2B

Major opportunities, but also threats, for Glasgow based businesses

Marketing as a ‘conversation with your customers, a conversation with your network’

www.mashable.com

What Is It?

All revolutions have ‘winners’ and ‘losers’. ‘Winners’ will be those organisations who fully utilise the interactive power of Web 2.0 technology for engaging with and energising customer and network relationships

Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation

Requires new performance measures – Quality of your network

– Relationship strength

– Ability to leverage

Performance Measures

Network..........

Involvement

Interaction

Intimacy

Influence

Web 2.0

A fundamental change in the way people use the Internet …….

Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by

– Information ‘pull’ rather than ‘push’– User generated content– Openness, sharing, collaboration, interaction, communities, and

social networking

‘Power to the people’ – Web 2.0 empowers people – empowers customers

Web 2.0

The end of the..........

The read only Internet

The ‘tell them how good’ we are Internet

Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)

The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience

The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site

Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)

In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand

A quick ‘personal experience’

Dubai Hotel

From the web site

• This 5-star hotel and residence offers European hospitality with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.

• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.

• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…

The Customer Experience of the Brand

Tripadvisor

From Tripadvisor

• It's getting old, the rooms are unappealing and it will never be more than a business hotel

• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.

• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.

Web 2.0

Applications

Social Network Sites

Social Content

Social Bookmarks

Blogs

Wikis

Virtual Realities

RSS Feeds

Podcasts

Social Applications

Twitter

Mash Ups

Mobile Web; Internet Telephony

Internal and External Use

These applications can be used on your own web site and/or by participating in

‘external 2.0’ sites

2.0 redefines the concept of a web site

Characteristics

Communities and Networks

Interactivity

Social Element

Openness

Peering

Hosted Services

Global

Sharing

Empowerment

Mass Collaboration

The Internet as the platform

Impact

Business Intelligence

Customer Interaction

Sales & Marketing

Customer Experience

Customer Insight

Processes and HRM

Mindset

Product Development

Reputation Management

Rich Internet Applications

IT Infrastructure

Business/Marketing 2.0

Web 2.0 Applications

Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter

Characteristics

Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal

Impact – Wikibusiness

MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –

Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.

engage and co-createIT/Software/ApplicationsOperations, Internal Processes and

HRM

Business Impact

The need for new business/marketing models

– Traditional approach:

• Product development – Differentiate – Market and Promote - Sell

– New model based on:

• Communities, networks, openness, peering, sharing, collaboration, customer empowerment, ‘think and act’ globally

Bob Dylan

Come gather 'round peopleWherever you roamAnd don’t criticise

What you can't understandYour sons and your daughters

Are beyond your commandYour old road is

Rapidly agin‘Then you better start swimmin’

Or you'll sink like a stoneFor the times they are a-changin’

Web 2.0 in Action

Examples

Review and Recommendation Sites

Review and Recommendation Sites

Travel and tourism – www.tripadvisor.com and many others

Consumer electronics - www.kelkoo.co.uk

Money – www.moneysupermarket.com

Universities - www.studentsreview.com

General – www.reviewcentre.com

etc

Others

Lonely Planet Thorn Tree Travel Forum Igougo Holidaywatchdog Review Centre Holiday Check Mytripbook Gusto Travelpost Realtravel Traveltogether Yahoo trip planner

Some with interactive planning tools

YouTube

Don’t mess with the buffalos…..

45 million views

ROI to Kruger National Park

Production/ marketing costs = 0

Views = 45 million

Social/ Professional Networking Sites

Building contacts, finding customers and partners

Three Key Questions

Who are our customers?

Where do we find them hanging out on the Internet?

How can we best engaged with them?

For Professionals.......

Safety Harness Company

Safety Harness Company

• About Us: I am a manufacturer of safety harnesses for

industrial use. My belay system is an innovative design It

ensures that users (injured or not) are returned to ground

safely.

• My target customers: Health & Safety Equipment

Resellers; Health & Safety Consultants; Health & Safety

Representatives

• My target industries: Utilities, Construction; Other

industries that require height work

Safety Harness Company

Safety Harness Company

Merchant City

Football 2.0

A Marriage Made in Heaven

Web 2.0/ Tourism 2.0

Opportunities for Glasgow Businesses

Visitors2.0 Opportunities 2.0 Applications

Sales/marketing ROI

Market intelligence/ Customer insight and understanding

Customer interaction and relationships

Online customer experience

Reputation management

Increased visitor numbers and spend

Quality customer base/Quality network – Involvement - Interaction – Intimacy – Influence

Internal and External 2.0 Apps

Networks and communities e.g. facebook

User generated content – flickr, youtube etc

Rich internet applications – podcasts, vodcasts, mash-ups

Blogs/forums

Twitter

Google Alerts, RSS

Etc

Performance Measures

Network..........

Involvement

Interaction

Intimacy

Influence

Social Media Monitoring Tools

Monitor and evaluate what is being said, by who, where and what impact – delivers actionable insights

Three stage process– Aggregate what is being said

– Natural language analysis – understand the data

– Deliver actionable insights

Companies – Cymfony, BuzzMetrics, Radian6, Biz360, Umbria, Visible Techologies, Coremetrics, Omniture, Web Trends

‘Getting There’

‘Getting There’

A three staged approach:

• Enhanced knowledge and understanding – get involved and learn more

• Strategic Audit - Ten Key Questions

• Strategy Development and Implementation - using a Balanced Scorecard approach

www.tourism2-0.co.uk

Strategic Theme/ Mission:Brief Statement of Overall 2.0 Mission/Vision

Financial Perspective

Customer Perspective: Customer Segments

Internal Management

Perspective:

Organisation

Perspective:

Financial Goals and Objectives

Marketing Effectiveness Marketing Efficiency

Customer Group 1 Customer Group 2 Customer Group 3 etc

Customer Value Proposition

Initiative 2

ObjectivesKPI

TargetsActions

People IS and ITManagementOrganisation

Culture

Initiative 3

ObjectivesKPI

TargetsActions

Initiative etc

ObjectivesKPI

TargetsActions

2.0 Initiative 1

ObjectivesKPI

TargetsActions

BSC 2.0 Performance Measures

LAG MEASURES Strategic objectives Financial objectives Marketing (marcom) objectives Customer objectives

LEAD MEASURES - Engagement Involvement Interaction Intimacy Influence

Implementation Template

Strategic Objectives

Lag Measures Lead Measures Key Actions

Strategic objectives

Financial objectives

Marketing (marcom) objectives

Customer objectives

Involvement

Interaction

Intimacy

Influence

Internal 2.0

External 2.0

Thank You

www.tourism2-0.co.uk

www.web2-0cpd.com

Internal Applications

Web 2.0 isn’t just about marketing

Open source software and hosted applications for improving internal processes

See our wiki at - http://web2scape.wikispaces.com