branding in a web 2.0 world
Post on 27-Jan-2015
113 Views
Preview:
DESCRIPTION
TRANSCRIPT
Hosted by:
Branding in a Web 2.0 WorldBarbarians at the Gate
Barb CagleyPresident
What is Web 2.0Philosophy Letting go of control, sharingDefinition Web-based communities and
hosted services where you participateExamples Blogs, podcasts, Flickr, YouTube,
MySpace, Facebook, del.icio.us, digg, Mashable Content, Widgets, Twitter and Wikipedia
BrandingTraditional Consistent message will create a
consistent Approach thought.
Reality A brand is a result of the message you put out there combined with the clients
experience.
Ultimately, it is what your customers think you are.
Branding Challenges1. Clients have more choices than ever before.2. Clients have access to plentiful, objective
information.3. Clients control a valuable resource that sellers want:
information about themselves.4. Clients trust others less and themselves more.
*Brand Harmony, Steve Yastrow
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 Travel Monitor
Great confidence in: 1987 2003
Branding52% 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
What is Web 2.0 Blog :: Web log that anyone can contribute to
What is Web 2.0Feed Aggregator :: Choose blog feeds
What is Web 2.0Podcasts :: Audio show
What is Web 2.0Flickr :: Photo sharing
What is Web 2.0YouTube :: Video sharing
What is Web 2.0Social Networking :: LinkedIn, MySpace, Facebook
What is Web 2.0Twitter Micro-blogging that uses instant
messaging, SMS and the web to relay short comments.
Mashups Two or more sets of data combined online to create a new entity; often used with software, music or video.
Widgets Reusable code that can bring live content to a web page
Wiki A collaborative website that comprises of the work of many authors.
PersonasHit & Run
Understands and uses the internet to serve their needs. Want to get in and get out.
Expectations• Speed• Efficiency• Easy• Control• Findability
PersonasResearcher
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
PersonasInfluencer
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
Framework
Transactional Efficiency
Conversation
Researcher InfluencerHit & Run
• 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.comCase Study – Hit & Run
Hit & Run Persona
• E-Coupons• Store Locators• Keyword Searches• SEO• Search Correlated Landing Pages• In-store Pickup
Other Tools
• 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.comCase Study - Researcher
Researcher Persona
• Tagging• Reviews• Contests• Live Help• RSS Feeds• Sales Alerts
Other Tools
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
Influencer Persona
• Twitter• Wikis• Social Bookmarking• Survey• Reviews and Rankings
Other Tools
Business Objective
Hit & Run Contact for more Number of ContactsInformation
Researcher Download Case Studies Number of Downloads
Influencer Awareness Buzz MonitoringCustomer Acquisition
MetricObjective
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
Confusion Reigns?
Open the Gates and Invite the Barbarians to Participate
top related