Slide 1:BRAND 2008 Vellyslav Petrov DECART Consulting © 2008 beta | best on full screen © 2008 | BrandMover


THE CRm BUZZ :THE CRm BUZZ A philosophy and a business strategy supported by a system and a technology designed to Improve human interactions in a business environment tagcloud 2.0 search trends customers niche social networks blogs relationships search engines SEO SaaS emotions AJAX peace SERP love sharing music photos profiles podcasts wiki SOAP googlism twitter facebook content tagging chats RSS networking mash-ups © 2008 | BrandMover


THE BUSINESS WORLD HAS CHANGED :. THE BUSINESS WORLD HAS CHANGED Companies used to focus on making new, better, or cheaper products. Now the game is to create wonderful and emotional experiences. The Knowledge economy is giving way to the creative economy. © 2008 | BrandMover


WHO IS THE NEW CUSTOMER? :WHO IS THE NEW CUSTOMER? Gen X is becoming a preeminent generation and has disposable income Gen Y is entering the workforce and accumulating some income. Cross-generation - creative, focused on content, regardless of age © 2008 | BrandMover


GLOBAL INTERNET USERS :GLOBAL INTERNET USERS ~1 500 000 000 users, 100 000 reachable by PPC in 10 minutes! © 2008 | BrandMover


IN ? WE TRUST :IN ? WE TRUST Social networks surpassed search engines by market share of visits. When we have “free” time, we don’t go to Google; we go to Facebook! We don’t have to seek information, information just comes to us. © 2008 | BrandMover


WHAT HAPPENED ON 07.07.07 ? :WHAT HAPPENED ON 07.07.07 ? …magic 07 moments! WEB 3.0 is knocking on the door!The blogosphere and podcasts are changing the environment to provide value, which is part of the enterprise value chain. © 2008 | BrandMover


SEARCH ENGINE RANKINGS :SEARCH ENGINE RANKINGS If you are not on the first SERP of Google, you are nowhere. © 2008 | BrandMover


THE GOLDEN TRIANGLE :THE GOLDEN TRIANGLE THE FIRST 3 SERP POSITIONS GET 82% of the traffic © 2008 | BrandMover


AND THE TRAFFIC WINNER IS… :AND THE TRAFFIC WINNER IS… Social Networks are even more popular than email. em@il 2.0 is here! © 2008 | BrandMover


AND THE TRAFFIC WINNER IS… :AND THE TRAFFIC WINNER IS… Facebook is even more popular than porn. © 2008 | BrandMover


AND THE TRAFFIC WINNER IS ? :AND THE TRAFFIC WINNER IS ? YouTube is even more popular than Google! © 2008 | BrandMover


4 MILLION VIEWS in 3 weeks ? :4 MILLION VIEWS in 3 weeks ? Facebook is even more popular than porn. © 2008 | BrandMover


CUSTOMER SOCIAL ACTIVITIES :CUSTOMER SOCIAL ACTIVITIES © 2008 | BrandMover


RELATIONSHIP MATTERS? :RELATIONSHIP MATTERS? LINK between LIFESTYLE & BUSINESSConsumers adopt “sexy” content © 2008 | BrandMover


IT’s VALUE THAT RULES THE WORLD :IT’s VALUE THAT RULES THE WORLD We have to create a GREAT EXPERIENCE every time you touch the brand, and the DESIGN is a big part of creating the experience and EMOTION. Consumers will pay MORE for better DESIGN better PERFORMANCE better QUALITY …better VALUE © 2008 | BrandMover


The CUSTOMER SONG :The CUSTOMER SONG It’s NOT WHAT YOU SAY for your company anymore.It’s WHAT THEY SAY about you. No BENEFITS, EMOTIONS!! I want to say something I want to do business with transparent and ethical companies I don't want to do business with idiots I want to know when something is wrong I want to help shape things that I'll find useful I want to connect with others who are working on similar problems I don't want to be called by another salesperson. Ever. I want to buy things on my schedule, not yours. Don't care for Q4 I want to tell you when you're screwing up I may even tell you what your competitors are doing I want to know what's next. We're in partnership…right ? © 2008 | BrandMover


THE BRAND 2.0 :a BRAND is NOT a Logo, is NOT an Identity, is NOT a Product……it’s the customer’s FEELING about a product/company THE BRAND 2.0 © 2008 | BrandMover


WEB BRANDING 2.0 :WEB BRANDING 2.0 Key CUSTOMER EXPERIENCE differentiators VISIBILITY FINDABILITY POPULARITY USABILITY COMFORT SIMPLICITY SELF-CONTROL WOW! FACTOR FOCUS > DIFFERENTIATE > COLLABORATE > INNOVATE > VALIDATE © 2008 | BrandMover


PUSH or PULL ? BOTH ! :PUSH or PULL ? BOTH ! EXAMPLE: Wikia Search Engine, which combines the push of social networks with the pull of information search by allowing users to edit and monitor search results in Wikipedia-style. FACT:CUSTOMERS don’t know if they are high or low (RFM/ LTV) VALUE … BUT you have to care and deal with MILLIONS of them, wehave to know their PAINS is details.HOW?Provide THEM with tools to MANAGE THEIR OWN EXPERIENCE ! WHY?Information will allow them to make informed decisions, empowering SALES ! © 2008 | BrandMover


USER ADDED VALUE :USER ADDED VALUE © 2008 | BrandMover


the BETA EFFECT :the BETA EFFECT Today we use services in a process of development,provided on a market in a process of establishment,through permanently innovated technologies. The innovation has to make sense in the world in which it is finished, not the world in which it is started. © 2008 | BrandMover


THE SILO/GAP EFFECT :ISOLATED INFORMATION SEPARATES individuals and organizations, marked by FRUSTRATIONMISTRUST andDISSAPOINMENT THE SILO/GAP EFFECT © 2008 | BrandMover


Slide 24:Enterprise CONTENT Management EDM WCM DAM ERM CCM ????????? Web ?????????? ?????? ?????????????? ENTERPISE CM | CRM | ERP 1.0 © 2008 | BrandMover


Slide 25:Internet, Intranet ? Extranet ?????? ??????, ?????????? ??????: ??????????? ??????? ??????? ????? @ ENTERPRISE 2.0 © 2008 | BrandMover


ON-DEMAND WEB SERVICES :ON-DEMAND WEB SERVICES Move your data from HIDDEN to READ-ONLY to WRITE & SHARE © 2008 | BrandMover


Slide 27:????????? ?????????? ????????? ?????????? ????? ???????? ?????? ???????? Internet ????????? ?????????? > ?? ????????? ?????????? > ? ?????? ?????? ENTERPRISE 2.0 Enterprise value chain supersedes siloed supply.Value is co-created in communities – pros, scientists mothers, teens... > 40% of processes, ideas, products and technologies are outsourced. © 2008 | BrandMover


Slide 28:? How many people are coming to your website? Where they came from and what piqued their interest? What do you want them to do? What did they actually do? Amateurs GUESS. We have to KNOW. 4 QUESTIONS © 2008 | BrandMover


Slide 29: The old and INEFFICIENT way The EXPENSIVE and complicated way The WISE and modern way 3 WAYS to do it © 2008 | BrandMover


Slide 30:IDECS 2008 IS HERE for you © 2008 | BrandMover


WEB BRANDING :WEB 2.0 + CRM 2.0 + SEO 2.0Web branding is an ART,which every day savesTIME & MONEY for other Arts. WEB BRANDING © 2008 | BrandMover


The future :"The future [ web 3.0 ] is here. It's just not evenly distributed yet." William Gibson The future “There are NO secrets!Just things we don’t know, yet." Tibetan mantra © 2008 | BrandMover


THANK YOU VELLY MUCH! :Questions ? THANK YOU VELLY MUCH! more info and news: velly@decart.com © 2008 | BrandMover