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The new Web 2.0 applications are dramatically changing the consumer behaviour. Blogs, podcasts, social networks, wikis... More than ever, the consumer is in control and can make his/her voice heard. Together with our experts, explore the new challenges, threats and opportunities offered by Web 2.0. Stop broadcasting: engage a conversation with your target.
Citation preview
Marketing 2.0Discover the new consumerat the Web 2.0 era
Emakina Academy
Monday 26/06/2006
2
Introduction
! You’ve heard some rumours about Web 2.0,you even may have gotten a presentation about it
! Most of the time our customers say“Nice, but what does it practically mean”
! Today is show & tell and we will tell you the impact it has on your customers and consumers
! This seminar is part 1 of 2 and is mostly focused on B2C; in September we will have another session focused on B2B applications
! But even B2B people will enjoy the show as even B2B people and customers do surf and consume the web and form their opinion via different means than newspapers but while playing golf, discussing with friends, reading an email from a colleague or partner or watching an article or video testimonial…
3
Speakers
Brice Le Blévennec (FR)PresidentEmakina
Christian Verschaeren (NL)
Creative ConsultantEmakina
Olivier De Doncker (FR)
Communication ManagerEmakina
4
Marketing 2.0 A new consumer in a new era
Agenda
1
2
3
4
5
Web 2.0 ConcretelyWhat does the consumer do online?
Threats and opportunitiesDo’s and Don’ts
Emakina, your Web 2.0 AgencyHow we can help you?
Marketing 2.0 Case : VW Escape TV By Emakina
5
Emakina?
Watch this…
Marketing 2.0A new consumer in a new era
Christian Verschaeren
Creative Consultant
Emakina
7
A new consumer
with more powerthan ever…
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9
10
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In a new era
from informationto conversation…
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From information to conversation
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 make it easier than ever to share and be heard
16
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
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…
17
From information to conversation
It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING”
Web 2.0 concretelyWhat does the consumer do online?
Brice Le Blévennec
President
Emakina
19
20
Marketing 2.0
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
21
See:“Les Jeunes et Internet”
report, Le Journal du Net
« … au delà des blogs de marque,l'avenir est aux médias interpersonnels.Aujourd'hui, 85 % du contenu sur le Web sont produits par des particuliers. Les marques n'auront jamais suffisamment de puissance pour maîtriser cela.Elles doivent participer à ce mouvement, en prenant la parole sur les blogs, les forums, les sites persos. »*
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Blogs
What DO consumers do
1
2
3
4
5
Podcasting/vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
6
7
8
Widgets9
23
Blog potential in Europe:*
Blog
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 required! New technologies, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
A media sales rep specialized in the blogosphere…
30
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
31
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
32
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
33
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
34
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 24/24h! Anyone, anytime, any skill contribution
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
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36
37
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Podemus
! Index of popular podcasts for the French audience
! Organized per popularity ranking or category
! Covers many themes: sports, TV, culture, business
39
Odeo
! Index of popular podcasts in multiple formats
! Organized per popularity ranking or category
! Also business podcasts
40
Yahoo Podcasts
! Index of popular podcasts! Organized per category! Organizer per tag word! Subscribe or get notified of
streams per your interest
41
iTunes Podcasts
! High quality index! Extension of user-friendly
iTunes software! Easy download to popular
iPod format! Full previews on feeds
42
46
What does the consumer do online?
Sharing of personal and branded video in a web format
! Files from individuals:
“consumer generated
video content”
! But also from brands who
try to catch the audience
Why is it so successful?! You can fully express yourself!! The video format, which is the richest emotionally! The technology, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
Google Video
! Popular search engine goes beyond text
! Extremely popular streaming platform
! Editorial acceptance guideliness! Initial focus on public videos, now
also consumer generated videos
YouTube
! Extremely popular streaming platform
! Upload video in any format and youtube server converts them to popular Flash format
! Related content tagging
Yahoo Video
! Organized by editorial selection, popularity, categories and tags
! Mix of user generated content and advertisements
! Upload own content
AOL Video
! Also location based categories
! Extensive commenting! Organized by editorial
selection, popularity, categories and tags
Vimeo
! Strong focus on user generated content
! Extremely user-friendly! Extensive commenting! Organized by tags
Grouper
! Strong focus on user generated content
! Organized by content groups
! Organized by categories! Good preview techniques! Unlimited U/D-load
ClickTV
! TV & Video commenting inline
iFilm
! Focussing also on viral video
! Integrated forums
JumpCut
! InBrowser video creation! Browser by movie category
but also by authors
64
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 albums
Shared with friends,family, colleagues
Why is it so successful?! You can express yourself!! The photo format, which is highly emotional! The technology, allowing content sharing and search
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
RSS
80
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
81
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
82
What does the consumer do online?
Blogs
Podcastingvodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
83
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
Wikipedia
! A free-content encyclopedia! Written collaboratively by
volunteers, allowing articles to be changed by anyone with access to the website
! Claimed to be as accurately as Encyclopedia Britannica
97
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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109
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
Or simply pushed to convenience of customer desktop screen
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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E.g. here our idea(currently being built):
! A widget that users can easilyplace on their blog, MySpaceor website
! It lists the 3 movies theyhave seen recently+ rate & review
! They can rate the movie by givingit stars, if they wrote a review ontheir blog it gets a link in the widget
! There's the Technorati link, anIMDB link (the biggest DB of movie reviews), and an "add to my list" link for other DVD Post users
! The incentive for putting the widget on your blog is a point system, for every 100 clicks you get an extra movie, every new member through your widget, another movie etc.
Marketing 2.0 concretely
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
Olivier De Doncker
Communication Manager
Christian Verschaeren
Creative Consultant Emakina
136
Threats & opportunities of Marketing 2.0
The ideal 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/
vwgtiintegrated.html
137
A smart combination of
more traditional e-marketing
with Marketing 2.0 techniques
A product website
Webvertising
A blog
Video sharing
A ringtone
Even a fake saleon eBay
Other ideas…
149
And now, what NOT to do…
150
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 issue
! He 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 jokes
152
What NOT to do: The “Exell vs. Blogger” case
! Decision of court clearly choosed freedom of speech vs. trademark violation
! The trial spreads throughout the blogosphere…
with huge brand damages for Exell
Threats & opportunities of Marketing
Should you be afraid of bloggers?
Should you engage a conversation with them?
" If you care about PR, you should care about blogs
NO, they are human beings just like you, but they can speak very, very loud
YES, don’t underestimate the power of blogosphere
Conclusions
Brice Le Blévennec
President
Emakina
155
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
156
Conclusions
The solution for brands?
" Remember the magic words:
See:“Les Jeunes et Internet”
report, Le Journal du Net
“User generated”
“Social”“Disaggregation”
“Collective knowledge”
“Conversation”
157
The solution for brands?
" Understand the context
See:“Les Jeunes et Internet”
report, Le Journal du Net
Conclusion
It’s no use putting a website online,saying your product/brand is great
if half the blogosphere is saying it’s not…
158
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 much important as the message itself
4. Provide them with tools to spread your message
Conclusion
159
Conclusion
Mission :Emakina want to be the"Web 2.0 agency" of brands.
Strategy :Be your brand guardianin this complex Web 2.0 network.
Your brand Emakina Web 2.0
160
Conclusion
Tactics :
! Monitor blogs & buzz about your brands & products
! Disseminate brand assets in the Web 2.0 free media
! Develop/Create traffic to current brand web assets
! Report relevant trends, statistics, opportunities
Your brand Emakina Web 2.0
161
Conclusion
Actions :
! digitize, upload and tag videos in YouTube, GoogleVideo, etc.
! upload, tg, photos and campaing 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 Emakina web analytics offering)
! develop widgets, create content, launch interactive marketing campaign, etc.
Your brand Emakina Web 2.0
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Classic Interactive Marketing Tactics
Marketing 2.0
Reach
Evolution
Marketing 2.0 increases efficiency of the existing interactive marketing tactics but does not replace them
WebsitesMini-sites
GamesSelf Services
Personalization
BanneringEmail MarketingViral Marketing
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Relat
ions
hip
Customer Relationship
Brand
PromotionsFidelity MktAffiliation
Communicate Develop Message
CUSTOMERS
BrandingTraffic Building
QualifyProspects
Segment andConvert toCustomers
164
Relat
ions
hip
Customer Relationship
Brand
WebsitesMini-sites
Marketing 2.0
GamesSelf Services
PersonalizationMarketing 2.0
PromotionsFidelity MktAffiliation
Communicate Develop Message
BanneringEmail MarketingViral MarketingMarketing 2.0
CUSTOMERS
BrandingTraffic Building
QualifyProspects
Segment andConvert toCustomers
165
Multi-Channel Approach
YOURCOMPANY
CUSTOMERSEMAKINA
Above the lineAgency
Below the lineAgency
IDE
AS
IDE
AS
Integrated communication
Integrated communication
Bannering and Media Planning
MARKETING 2.0
Email Marketing
World Wide Web
Buzz and Viral Marketing
Mobile and Geo Marketing
Affiliate & Fidelity Marketting
Search Engine Marketing
RIC
H C
OM
MU
NIC
AT
ION
166
E-Marketing Strategies
Mechanics
Recruit email addresses
Objectives
Increase sales volume
Customer loyalty
Brand awareness
Traffic Building
Lead generation
Min
i-sites
Mark
etin
g 2
.0
Em
ail
Mark
eting
Ba
nn
ering
Se
arc
h E
ngin
e M
ark
eting
Viral M
ark
eting
Ga
me
s a
nd P
rom
otions
Lo
ya
lty p
rogra
ms
# ##
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#
##
#
#
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#
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#
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#
#
###
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#### #
Niche marketing # ##
1-t
o-1
Ma
rketing
#
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Emakinarecommendations
167
The Agency of the Future?
VW Escape TVCase study
Brice Le Blévennec
Chief Creative Officer Emakina
169
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…
170
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”
“OK, VW is quality, design, robustness, driving pleasure…”
“…but it’s also emotions, fun, and dream”
171
The target:For them, there are no “new media”,
connecting virtually is how they live
172
The strategy
If we want to appeal to them, we need to create a platform which is…
“Surprising, different, with
impact”
“Hype, with word of
mouth effect”“Beyond interaction,
participation”
“Lively with frequent update”
“Up-to-date: video, multi-
devices
173
The strategy
…exploiting at best today’s youth ecosystem:
Webosphere:BlogsForums…
VW.be:product-driven
Separated,lifestyle-driven
platform
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The strategy
…with as core message:
" “Free Yourself”
“I have a car"
I’m free to live my fun moments”
Emotional representation of the car:autonomy, independence, grown-up…
175
The creative
“EscapeTV”: a multimedia participative magazine
Multimedia:! Video and sound at the heart of it! Available on the web, iPod, PSP and
mobile phones
Magazine:! Monthly publication
Participative:! The target will intervene in the
content, co-creating it
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About cool “VW-related” stuff: Music Movies Sport
177
The campaign
From teasing to launch:
WK-0 WK-1 WK-2 WK-3 WK-4
Forum, blog rumours
Hijacking advert
Call for casting/actors
Online casting competition & voting
Objective => generate expectation for more!
LAUNCH!
178
> To the casting site
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> To the Escape TV site
181
The results, so
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
182
The conclusions, so
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
183
VW – Emakina collaboration model
Creation &
production
- Event coverage
- Copywriting, video &
photo shooting &
direction
- Video editing
- Site maintenance
- Feeds & videocasts
update
- E-newsletter
management
Ric
h &
in
teg
rate
d c
om
mu
nic
ati
on
End-to-end project reporting
En
d-t
o-e
nd
pro
ject
man
ag
em
en
t
LAUNCH!
Tas
ks
Ideas
Appendixes
185
Interesting: this diagram has been found on
Flickr…
*See also: http://jeremiahthewebprophet.
blogspot.com/2006/06/many-forms-of-social-
computing-see.html
186
*See: http://www.flickr.com/photos/
niallkennedy/102935116/
187
Questions?
Thank you
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