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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