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Uploaded byDr Mariann Hardey
Web 2.0 Anatomy of A.Brand
The document discusses the concept of Web 2.0, emphasizing its evolution in fostering interactive information sharing and collaboration online. It provides examples of Web 2.0 applications and marketing strategies, highlighting successful campaigns like Old Spice's social media initiative that significantly increased engagement and sales. The text outlines the importance of understanding consumer engagement and brand strategies in the digital age, pointing to the collaborative nature of content creation in Web 2.0 platforms.
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Web 2.0 Anatomy of A.Brand
- 1. Web2.0Anatomy of aBrandwith Dr Mariann Hardeysoseriouslysocial.comDurham Business SchoolDurham University, UK
- 2. Part one: Whatis Web2.0?...evolution or revolution…
- 3. Wikipedic knowledgeThe WorldWide Web, abbreviated as WWW and commonly known as the Web, is a system of interlinked hypertext documents accessed via the Internet. The term Web2.0 is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
- 4. Social Network Sites(SNSs)RSSMash-upsSocial BookmarkingPod & WebcastsCollaborationUser-generated contentEmailREAD-only web pagesStatic websitesDiscussion forumsIMChat rooms
- 6. Individual toolsConsumer reviewwebsitesblogsWikisMicro-bloggingSocial bookmarkingSocial Network SitesRSS feeds and readersInstant messaging
- 7. Picking up thetoolsSHARE information and experiences with othersFIND relevant information from trusted sourcesBUILD content with others –collective wisdomLIVE updates and broadcast information SHARE media and imagesUPDATES with friendsCOMMUNICATE quickly and informallyALWAYS on demand
- 8. Cover of December25, 2006 issuePHOTO-ILLUSTRATION FOR TIME BY ARTHUR HOCHSTEIN, WITH PHOTOGRAPHS BY SPENCER JONES—GLASSHOUSE
- 10. What do companiestalk about?Fiat_UKEvents, promotions and partnerships like Fiat500 at Britain's Next Top Model!itvinsiderAudience communication, buzz, program coverage, spoilers(!)!durhamuniStudent projects, up-and-coming, latest news alerts: Bill Bryson Steps down as Chancellor.
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- 12. Part two: ITVmarketingexample from industry
- 13. ITV2: Essex Spa,a website, as well as iPhone and Facebook apps. The apps allow you to take pictures of yourself and then retouch them using fake tan, hair bleaching, lip implants and false eyelashes, so you too can look like an Essex girl or boy. And then you can upload them to Facebook.ITVNews: The Cuts – Your Stories. Follows live viewers reactions to breaking news stories e.g. Chancellors budgetThe show’s website integrates with Twitter and Facebook and give you all the latest news and back stage footage. Live chat, polls and voting on the show’s outcome…http://www.guardian.co.uk/media/
- 14. ‘Can’t wait culture’ProfessorYo, Pennsylvania UniversityJustin.tv Web-based, live and interactive TV: ‘show anyone in the world what's happening right now’ Michael Seibel, the company chief executive.Users share live content, to anyone/s in over 250 countries while they chat in real-time. Motivate crowds - to tell their friends Create buzz – Twitter/Facebook…Share products – new revenue, new entry to marketshttp://www.justin.tv/
- 15. Understanding consumer engagement:What’s happening right now!
- 16. [television is justthe beginning…] …content feeds content
- 17. ‘Cumulative participation’ ClayShirky talking at Activate, 2010A medium that works cumulatively and collaboratively .Web2.0 and Social media = ability to consume, produce AND share. Audience are indulging in new activities. AMOUNT and SIZE of resource is Wikipedic. Wikipedia = 100million hours of human thought, TV USA = 200billion hours of TV/per yr, OR “American’s watch a Wikipedia’s worth of tv every w/ecounting just the ads”.-ClayShirky, Author: Here Comes Everybody
- 18. Part THREE: Web2.0Social strategyWhat’s in a brand?
- 19. "Yo ho!" andfeatured the line: "Old Spice means quality, said the captain to the bosun. So, look for the package with the ship that sails the ocean!” OldSpice 1938/http://www.brandfreak.com/‘You may smell it on Dads, you may smell it on Granddads…’Strong brand: ‘Grey market’- M Carrigan - Long Range Planning, 1999 - Elsevier
- 20. Previous campaignShort-sighted: ‘Needs-basedsatisfaction’ segmentation (Carrigan, 1999)Web2.0 strategy
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- 22. Real response campaignStrategyResponse Targeting men & women at the same time.Intention to generate conversation around a specific product - body wash. Launched online for the first American super bowl weekend.On day 1 the campaign received almost 6 million views.After the first week old spice had over 40 million views.The old spice twitter following increased 2700%.Facebook fan interaction was up 800%.Oldspice.com website traffic was up 300%.The old spice YouTube channel has become the all time most viewed channel.The campaign has generated 1.4 billion impressions since launching the ads 6 months ago.Over 3 days, a team of creatives, digital strategists, developers and producers filmed 180 videos responding directly to fans and celebrities in near real time.@Starbuckshttp://www.youtube.com/user/OldSpice#p/c/484F058C3EAF7FA6/26/BeHgadEJC-g
- 23. The campaign increasedsales by 27% over 6 months since launching (year on year).Since July 2010, the last 3 months sales were up 55%.Sales were up 107% from the social responses campaign work.Old spice is now the #1 body wash brand for men in the USA.Old Spice is now the competitive brand against AXE (Lynx) in the USA.
- 24. Web2.0 tools: Socialmedia context3Social MediaMultiple, authentic individual voicesTransparent and ‘Googleable’Engaging and conversationalAppears where conversations areUnique to the person not the companyManifested in a real personUsed only by real peopleBrandSingular company voiceReflects the brand personalityEverybody follows the brand voiceAppears in all brand touch pointsUsually unique to the companySometimes manifested in a personUsed everywhere –signage to adsAndreas Kaplan and Michael Haenlein (Associate Professosrs in Marketing) define social media as: ‘A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content.’- Business Horizons, 2010
- 26. Web2.0 anatomy ofA brand
- 27. Your web2.0 brandstrategyFormative Assessment
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- 29. PBWorkseSeminarEDIT and ADDcontent for group evaluationStructure linksBUILD brand information as a groupDISCUSS and COMMENT on each others inputTASK - Web2.0 Brand Activities:Brand penetration – WHERE it is
- 30. Participation – examplesof ACTIVE brand presence
- 31. Co-creation – consumer-generatedcontent and buzzARCHIVE history of contentASSESS and EVAULATE business value
- 33.