Web2.0 voor Marketeers, Tim Wolf

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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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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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


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


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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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


Video sharing

Photo sharing


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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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


Video sharing

Photo sharing


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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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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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


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

RSS

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Collaborative content:

*See:www.wikipedia.com

Blogs


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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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


Video sharing

Photo sharing


Socialbookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Socialbookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


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”

!!!


Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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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


Video sharing

Photo sharing


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.


Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Startup pages that need widgets:

Marketing 2.0 concretely

Blogs


Video sharing

Photo sharing


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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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


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”


“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”


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

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LAUNCH!

Task

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Ideas

Questions?

Thank you!

Web2.0 voor Marketeers, Tim Wolf

Business

online content

content sharing

new eraweb

new consumerwith

type of content

new generation of globalthan

new mashups3

internet basics