BRANDBREEDING IN THE WEB2.0 ERA : BRANDBREEDING IN THE WEB2.0 ERA
What’s the common thread between these three examples? : What’s the common thread between these three examples?
1. Web2.0: A Hype? : 1. Web2.0: A Hype?
In order to understand Web2.0, we have to understand what web1.0 is all about : In order to understand Web2.0, we have to understand what web1.0 is all about
The background of web2.0 : The background of web2.0 Dotcom bubble and burst (2000)
Business back as usual
The web got stuck with a dichotomy: MEDIUM vs TECHNOLOGY
THE WEB AS A MEDIUM:
Internet « Yet Another Publishing/Advertising Medium » for brands and publishers
THE WEB AS A TECHNOLOGY:
e-business, process automation: that’s where the real value of the net was
Bubbles are good : Bubbles are good Every technological revolution has had it’s bubble
They all had a burst
They all left the infrastructure for the next generation
AND…
Every bubble had its survivors
So that leaves us with two interesting questions… 1. Why did they survive? 2. What did they have in common? : So that leaves us with two interesting questions… 1. Why did they survive? 2. What did they have in common?
Let’s look at three examples…
Amazon.com vs BarnesAndNobles : Amazon.com vs BarnesAndNobles Amazon let users add value:
Explicit: Ratings, Reviews
Implicit: Collaborative filtering of buying behaviour data
Affiliation programs: set up your own Amazon.com shop
The value of this database is given back to the community
On-site marketing is completely based on wisdom of the crowd
BN.com had a brand, Amazon had a platform!
Ebay : Ebay Value of the platform increases with every new participant
Providing an ecosystem where everybody gets a piece of the cake
Long tail business model
Integrating social realities at the heart of the architecture: Reputation, Trust,…
Google : Google Search engine war won based on maximizing the intelligence of its user base: PageRank system, which has two rules:
Hyperlinks are votes of attention
Some voters weigh more than other voters, because they themselves are heavily linked to
Implicit harvesting the distributed intelligence of the network
Google bombing = communities that exploit this algorithm:
e.g: French Prime Minister Sarkozy got googlebombed
Let’s try this theory on the term Web2.0 : Let’s try this theory on the term Web2.0 Which inevitably leads us to this gentleman who has the answer on the questions « why did they survive » and « what did they have in common »…
Tim O’Reilly : Tim O’Reilly “Those companies who survived the dotcom burst knew how to build an environment in which users could participate, although the nature of that participation isn’t always clear” By the way: a google search on « miserable failure leads to this nr1 search result:
Web1.0 versus Web2.0 : Web1.0 versus Web2.0 WEB 1.0:
We thought the web was about publishing, advertising and « multimedia »
WEB2.0:
The web as a platform
User participation built in the very heart of it
Users add value
Web2.0: A hype? : Web2.0: A hype? YES:
Because every technological revolution also had its bubbles
NO:
Because it’s about a completely new way of grasping the real value of the net: the
net as a platform
THEREFORE:
Stop bugging me with « I think this whole Web2.0 idea is sooooo exagerated »: That’s just not the point
Its value lays in its marketing communicative power for introducing a new frame of reference for looking at the web: the web as a platform
OH AND:
Very funny, but most web2.0 early adopters hate it when a marketing agency talks about web2.0
Now i’m facing a serious problem: What should I talk about? : Now i’m facing a serious problem: What should I talk about?
I could talk about: : I could talk about: Very cool Web2.0 applications like digg.com, google maps, Flickr, del.icio.us,… and point at the revolutionairy aspects of it
AJAX-programming and how this way of scripting turns the web & websites into powerful desktop-applications (e.g. Writely.com, pandora.com)
Tagging and the value of replacing hierarchies by folksonomies
RSS and XML and how they change the nature of the web into a live medium
The remixable web: how Web2.0 applications allow users and other sites to use data on their site
E.g. I-wisdom is a combination of services from typepad.com, feedblitz.com, google.com, del.icio.us.com, adaptivepath.com, all mixed into one weblog
Thereby showing you I know my classics
… HOWEVER
Since you are no technologists, I choose another approach : Since you are no technologists, I choose another approach An approach that takes into account the relevance of the web2.0 philosophy for brands and organisations
2. The net as a platform : 2. The net as a platform How can we understand platforms?
What kind of platforms exist?
But most important:
What are the web2.0 challenges and opportunities for brands and organisations?
How can brands themselves become platforms?
What’s a platform? : What’s a platform?
A digital environment
On which users can interact with data and/or with eachother
Thereby creating added value for themselves or for the platform as such
The architecture of the platform determines the nature of this participation and the value that results from this participation
A platform can focus on the individual, the collective, the data or a common goal
The topologies of a platform : The topologies of a platform 8 configurations of platforms resulting in 8 different value chains
2.1. Networked applications : 2.1. Networked applications Moving applications from the desktop to servers adds networking value
Social networking as side effect of online applications
Let’s start off with the Web2.0 darling of 2005: Del.icio.us : Let’s start off with the Web2.0 darling of 2005: Del.icio.us
From personal bookmark… : From personal bookmark…
Towards social bookmarking: http://del.icio.us : Towards social bookmarking: http://del.icio.us
Towards social bookmarking: http://del.icio.us : Towards social bookmarking: http://del.icio.us Personal tags: networking as side effect Shared links: networking as side effect
Other users who are using the tag « idtv » : Other users who are using the tag « idtv »
Leads to new interesting links
Leads to users who are doing similar things
Other users who bookmarked this same link : Other users who bookmarked this same link Leads to users who are doing similar things ( discovery)
They also gave other tags to this link ( increasing semantic field)
They bookmarked other links ( inspiration)
But there are other great examples of this type of platform : But there are other great examples of this type of platform
Inspiration: www.valtaf.nl : Inspiration: www.valtaf.nl
Loose weight race : Loose weight race Main purpose: Tools for keeping track of your own process
Inspiration: Informative value for the rest of the network: read eachother’s stories
Interaction: commenting on eachother’s diary
Community: how are other community members doing
Social networking: search by success, similar BMI, location
Management summary: Platform 1: Networked applications : Management summary: Platform 1: Networked applications THINGS TO REMEMBER:
The platform creates the advocates: every member can be an advocate for others, just by using the tools
This means there are two forms of evangelism:
- Implicit: through the networking effect of your actions
- Explicit: through being an active advocate
Opportunities for brands
2.2. Platforms of networked experts : 2.2. Platforms of networked experts Using the power of a network of individual experts
P&G’s Tremor Crew of Teen trendwatchers : P&G’s Tremor Crew of Teen trendwatchers
Innocentive.com – network of frikkin’ geniuses : Innocentive.com – network of frikkin’ geniuses
Hackers show where technology wants to go: Some organisations embrace them : Hackers show where technology wants to go: Some organisations embrace them
Management summary: Platform 2: Platforms of experts : Management summary: Platform 2: Platforms of experts THINGS TO REMEMBER:
Opportunities for politcal movements and for non-profit and social-profit organisations
The bigger the network of experts, the higher the odds that one single expert can add tremendous value
2.3. Platforms of collaboration : 2.3. Platforms of collaboration The network creates/co-creates the content
Paradigm: knowledge and know-how is everywhere in the network
Wikipedia + Leuven over Leuven : Wikipedia + Leuven over Leuven
Writely.com – Online collaborating on Word-documents: AJAX : Writely.com – Online collaborating on Word-documents: AJAX
Management summary: Platform 3: Platforms of collaboration : Management summary: Platform 3: Platforms of collaboration
2.4. Networks of mobilisation : 2.4. Networks of mobilisation Using the power of the network for collective action
Centralised: mobilisation platform
Decentralised: network of blogs, bloggers and their readers
The collective power of the blogosphere : The collective power of the blogosphere A network of opinion leaders and trendsetters
Once they get picked up by mainstream media, the impact amplifies
They make and break reputations
The influence of blogs : The influence of blogs Research Paper: Measuring the influence of blogs on corporate reputation
http://i-wisdom.typepad.com/iwisdom/2005/12/measuring_the_i.html
Google search « ipod nano problems »: 5 out of 10 topresults are bloggers One dissatisfied blogger beats a corporation for being the online source on infomation on customer service
The collective intelligence of the blogosphere makes and breaks brands : The collective intelligence of the blogosphere makes and breaks brands « To Kryptonite »
« Rathergate »
« Neil French got death by blog »
« Mazda Phonie Blogs »
Hilaric: Jon Stewart on Blogs (Quicktime)
Joseph Jaffe gives away free copies of his book to bloggers who want to write a review of it on their blog : Joseph Jaffe gives away free copies of his book to bloggers who want to write a review of it on their blog
Moveon.org: powerful progressive network : Moveon.org: powerful progressive network Online platform used for:
Fundraising
Concept breeding
Mobilisation
Offline platforms:
Field recruitment (coordinated through site)
Mass marketing: TV-spots funded through online fundraising
Collaborative mapping – Housingmaps: Google Maps + Craigslist : Collaborative mapping – Housingmaps: Google Maps + Craigslist
Management summary: Platform 4: Networks of mobilisation : Management summary: Platform 4: Networks of mobilisation REMARKABLE FACTS:
Opportunities for political movements and for non-profit and social profit organisations
Importance of online/offline synergy
Great marketingcampaign opportunites
2.5. Networks of informants : 2.5. Networks of informants Members of the platform keep eachother informed
Producing of content from the edges of the network
Howard Rheingold’s book
Smart Mobs, the next social revolution
It’s the bible
Citizen journalism – grassroot reporters : Citizen journalism – grassroot reporters
Smart Mobs: Mobile communities of interest : Smart Mobs: Mobile communities of interest
UPOC.com, communities of
Celebspotters
Star freaks
Birdwatchers (!)
Private peer groups
Picala: a collective wisdom campaign by Belga : Picala: a collective wisdom campaign by Belga
Management summary: Platform 5: Networks of informants : Management summary: Platform 5: Networks of informants THINGS TO REMEMBER:
The costs for becoming a content producer has dropped dramatically (blogs, digital camera’s)
The tools for capturing interesting events are now in the hands of the masses (mobile phones with cams)
Therefore: Big Brother IS becoming an issue + other ethical issues
2.6. Networks of Collective Intelligence : 2.6. Networks of Collective Intelligence Using the wisdom of the crowd
Marketocracy – prediction market platform An investment game scanning the portfolio’s of the best players Using this data to predict successful investments : Marketocracy – prediction market platform An investment game scanning the portfolio’s of the best players Using this data to predict successful investments
Technorati – live blog search : Technorati – live blog search
Aggregation leads to syndication The power of RSS : Aggregation leads to syndication The power of RSS http://www.flickr.com/photos/tags/mechelen/ http://mechelen.blogt.be/mechelen/blog/
Slide58 : Remember when you subcribed?
The platform creates the network : The platform creates the network Stiekeme hobbies:
Pintjes pakken met ruitervrienden
Glam’it Lezen
Zwerven
Hunting
Naakt koken
Kijken naar Paradise Hotel
Muren verven
Menager mes crottes de nez
Poker
Online dating
Porno, tiens
Kruisbeelden timmeren
Joggen (is soooo uncool)
Luchtgitaar
Astro Compatibiliteit
… Person:
Female, 32 years old, marketing manager at…
Data:
Favoriete film: A clockwork orange + Brazil
Rijdt: Volkswagen. Raadt die aan iedereen aan
Wil: Jaguar
Vindt werkgroep IDM van stichting marketing verplichte kost Andere aanwezigen met Jaguar: 1 Aanbevelingsfactor: 6
Beoordeling: baanvast, betrouwbaar
klassevol Raadt volgende reisbestemmingen aan:
Zuid-Afrika: 10
(nog 1 user)
(5 users hebben dit op hun verlanglijstje)
Sri-Lanka: 8 3 users vinden dit ook User Y’s favorite movies:
Clockwork Orange
The Warriors
Beloved Favoriete CD:
Bill Sherman – What happened
Favoriete song: Sinead O’Connor - jealous
Management summary: Platform 6: Networks of collective intelligence : Management summary: Platform 6: Networks of collective intelligence THINGS TO REMEMBER
Implicit versus Explicit evangelism
Live tracability of the intelligence of the network for trendwatching or brandwatching purposes (technorati, google news, blogpulse, del.icio.us)
The concept of « brainfeeds »
Tracability leads to aggregation
2.7. Platforms for social networking : 2.7. Platforms for social networking When connecting with people, one needs reassurances like:
- Can I trust this person?
- Is he/she really the person he/she says he/she is?
- Can I do safe transactions with this person?
What is this person’s reputation in a given network?
Who vouches for this person?
Slide62 : In social networking sites, trust, reputation and status is based on social mechanisms like: - rating users and their contributions (slashdot) - rating transactions (ebay) - declaring relationships (FOAF) - linking contributions with profile pages
…
Mobile Social Networking : Mobile Social Networking Get Mobile notifications when your Social Network, your « People I have to meet » list, or the Friend-of-your-Friends are in your area (strictly permission based)
Social reputation is the cornerstone of eBay : Social reputation is the cornerstone of eBay Probleem: niet overzetbaar naar andere walled gardens
The Social Networking Services Metalist: http://socialsoftware.weblogsinc.com/sns-meta-list/ : The Social Networking Services Metalist: http://socialsoftware.weblogsinc.com/sns-meta-list/ Business Networking sites: LinkedIn.com, Biztribe.be
Common interest networking: 50something.com, TheFacebook.com
Dating sites: JewishFriendfinder, SeniorFriendfinder, Vegetarian Singles
Face-To-Face facilitators: TheLunchClub, HurryDate, Geekdinner
Friend Networking sites: Friendster, Hi5, Myspace, Orkut
MoSoSo sites (Mobile Social Software): Dodgeball
Pet networking Sites: Dogster, Catster, Hamsterster
Photo Sharing Emphasis: Flickr, Buzznet
Edge Cases: HomeExchange.com, del.icio.us,…
Social networking functionality : Social networking functionality Social networking most of the time isn’t the main target of the network
Therefore it’s better to hook social networking functionality onto other applications such as:
Calender: who’ll be there?
Linking contributions to profiles (see www.spablogt.be)
Management summary: Platform 7: Social networking platforms : Management summary: Platform 7: Social networking platforms THINGS TO REMEMBER
Myspace currently gets 12% of all internet advertising
Groups as such can be a part of Myspace
Most value when there’s an offline link: e.g. The Facebook
Great opportunities for member organisations (www.spablogt.be)
2.8. Exchange platforms : 2.8. Exchange platforms Facilitating the exchange of tangible goods
From cars to books, DVD’s & CD’s : From cars to books, DVD’s & CD’s
Management summary: Platform 8: Exchange platforms : Management summary: Platform 8: Exchange platforms
Conclusion: 8 configurations of Web2.0 platforms : Conclusion: 8 configurations of Web2.0 platforms
3. Conclusions and Recommendations for brands : 3. Conclusions and Recommendations for brands Why thinking about becoming a platform?
Conclusions (1) : Conclusions (1) Web2.0 is about taking a different perspective on the way we look at the internet: The net as a platform through which value can be extracted from networks
There are 8 formulas for creating a user platform
Brands have a role to play in supporting their users with environments for participation… that supports them in the things they’re doing
E.g. banks can become platforms on saving and financing
E.g Jupiler can become a platform around soccer/masculinity
Platforms are a great way for powerful interactive marketing campaigns: make people do things together
Platforms can be used for strengthening existing member networks
Allowing better bottom-up and peer2peer interaction
Networks of mobilisation/smartmobs act very coordinated
Creating platforms is creating a user database with high potential for brand evangelism
Slide74 : ACQUISITION
1.1 Search Engine Marketing
1.2 Affiliate Marketing
1.3. E-mail Marketing
1.4 Online Advertising
1.5 Viral Marketing
1.6 Online PR
1.7 Gamevertising 8 1. Awareness
(top of mind, spontaneous,
aided)
2. Cognitive
(the facts and figures)
3. Emotion, values
(thrilling?)
4. Traffic
5. Trial
6. Repeat
7. Loyal
8. Advocate CONVERSION
2.1 User Experience and Usability
2.2 Web Analytics
2.3 Real Time Optimisation
2.4 Merchandising / Offers / Promotions.
2.5 Personalisation
2.6 E-mail Marketing
2.7 Customer Service
2.8 Games RETENTION & EVANGELISM
3.1 E-mail Marketing
3.2 Customer Service
3.3 Loyalty rewards
3.4 Games
Conclusions : Conclusions Every platform has unique marketing opportunities
It creates an interesting thing to lead traffic to
For generating traffic to the platform: having a platform can result in better/sexier/cooler campaigns
For using the created value in marketing communication
Platforms generate high involvement with the organisation and the brand, they create fans for brands
4. epilogue: How’s i-merge doing in the web2.0? : 4. epilogue: How’s i-merge doing in the web2.0?
Very fine, thank you : Very fine, thank you http://i-wisdom.typepad.com
The value of i-wisdom : The value of i-wisdom Initial purpose: Archive of our own thoughts
However: network effects:
Readers annotate through comments
Other people joined the blog
Interesting people applied for a job, thanks to the blog
Lots of press coverage about the blog
Lots of press coverage through the blog: stories get picked up
Fundamental impact on the brand image of i-merge (or you wouldn’t be here)
i-merge has become part of an ongoing conversation
i-wisdom is getting a little sister: i-like-it : i-wisdom is getting a little sister: i-like-it
But what we’re really really proud of : But what we’re really really proud of Our web2.0 projects for clients
www.spablogt.be – launched this weekend : www.spablogt.be – launched this weekend Network of blogs… Network of people
www.leuven.be/wikiblog : www.leuven.be/wikiblog
Thank you! : Thank you! Tom De Bruyne
Tom.debruyne@i-merge.net
http://i-wisdom.typepad.com