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Web 2.0/Social Media Presentation
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‘Creating the Buzz’
Web 2.0/Social Media
Dr. Jim Hamill
Department of MarketingUniversity of Strathclyde
October, 2009
Web 2.0/Social Media
An Overview
Web 2.0/Social Media in Action - Examples
What Is It?
An over hyped ‘buzz’ word or a
Fundamental, revolutionary change……
Major impact on consumer/B2B decision-making and behaviour across a broad spectrum of industries
Major opportunities, but also threats, for your organisation
Marketing as a ‘conversation with your customers, a conversation with your network’
Three Simple Questions
Who are our customers?
Where do they hang out in social media?
How can we best engage with and energise them?
Where do the following hang out ?
construction buyers, retailers, corporate event organisers, hotels, bars, churches, Christians, creative industry, print
industry, spacecraft/micro satellite industry, spicy food buyers, football fans, young people, coach hire, architects,
musicians etc
What Is It?
All revolutions have ‘winners’ and ‘losers’
‘Winners’ will be those organisations who fully utilise the
interactive power of Web 2.0 technology for engaging with
and energising customer and network relationships
Requires a new ‘mindset’ and new approaches to marketing communications strategy and implementation
Requires new performance measures – Quality of your network– Relationship strength– Ability to leverage
Performance Measures
Network..........
Involvement
Interaction
Intimacy
Influence
The ‘4Is’
Web 2.0
A fundamental change in the way people use the Internet …….
Rather than being passive recipients of ‘brand messages’, Web 2.0 is characterised by
– Information ‘pull’ rather than ‘push’– User generated content– Openness, sharing, collaboration, interaction, communities, and
social networking
‘Power to the people’ – Web 2.0 empowers people – empowers customers
Web 2.0
The end of the..........
The read only Internet
The ‘tell them how good’ we are Internet
Traditional ‘push’ marketing strategies (declining effectiveness – nobody listens any more)
The ‘Brand’ as we know it – People are becoming ‘cynical’ to brands and resistant to brand messages- -the ‘brand’ becomes the customer experience
The end of the ‘About Us’ web site…..and the beginning of the ‘About You’ web site
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
In a Web 2.0 Era, the Brand Becomes the Customer Experience of the Brand
A quick ‘personal experience’
Dubai Hotel
From the web site• This 5-star hotel and residence offers European hospitality
with an unmistakable French touch. The hotel consists of 318 beautifully appointed guest rooms/suites, while the residence offers 112 fully furnished and equipped deluxe Studios and 1-3 bedroom apartments.
• The ultimate in comfort, we offer 318 luxuriously elegant rooms and suites.
• Take a trip. Escape. Go and visit somewhere new and see if we are there… Give in to that irresistible wanderlust. Discovering and staying in the most exceptional hotels in the world has become the modern-day Graal, a game, a quest…
The Customer Experience of the Brand
Tripadvisor
From Tripadvisor• It's getting old, the rooms are unappealing and it will never be
more than a business hotel
• Being a Sofitel hotel we expected something quite 'flashy' unfortunately we were let down. The rooms, although comfortable and clean, were not of the standard we expected and were definately not what we expected after looking at the photos on the hotel's website.
• Booking my stay via the Sofitel website after a pleasant experience at several other Sofitel locations over the past 2 years with my new job I was looking forward to a 5 star luxury stay after a stressful business trip. My expectations were reasonable, however certainly not met by this hotel.
Web 2.0
An Overview
» Applications» Features and Characteristics
» Implications
Applications
Social Network Sites
Social Content
Social Bookmarks
Blogs
Wikis
Virtual Realities
RSS Feeds
Podcasts
Social Applications
Mash Ups
Mobile Web; Internet Telephony
Internal and External Use
These applications can be used on your own web site and/or by participating in
‘external 2.0’ sites
2.0 redefines the concept of a web site
Characteristics
Communities and Networks
Interactivity
Social Element
Openness
Peering
Hosted Services
Global
Sharing
Empowerment
Mass Collaboration
The Internet as the platform
Impact
Business Intelligence
Customer Interaction
Sales & Marketing
Customer Experience
Customer Insight
Processes and HRM
Mindset
Product Development
Reputation Management
Rich Internet Applications
IT Infrastructure
Business/Marketing 2.0
Web 2.0 Applications
Open sourceOnline Applications/ Web ServicesSocial Network SitesSocial Content – Social BookmarkingBlogs or WeblogsWikisPodcasts/ VodcastsVirtual RealitiesMash UpsRSS FeedsMobile Web; Internet TelephonyTwitter
Characteristics
Communities and NetworksOpennessSharingPeeringHosted Services – online applications; the Internet as the platformInteractivitySocial ElementMass CollaborationEmpowermentGlobal
Impact – Wikibusiness
MindsetBusiness IntelligenceCustomer Insight and UnderstandingCustomer InteractionEnhanced Customer Experience –
Rich Internet ApplicationsReputation ManagementSales and Marketing Product Development and R&D e.g.
engage and co-createIT/Software/ApplicationsOperations, Internal Processes and
HRM
Business Impact
The need for new business/marketing models
– Traditional approach:• Product development – Differentiate – Market and
Promote - Sell
– New model based on: • Communities, networks, openness, peering, sharing,
collaboration, customer empowerment, ‘think and act’ globally
• Engage and energise• ‘Create the Buzz’
Bob Dylan
Come gather 'round peopleWherever you roamAnd don’t criticise
What you can't understandYour sons and your daughters
Are beyond your commandYour old road is
Rapidly agin‘Then you better start swimmin’
Or you'll sink like a stoneFor the times they are a-changin’
Web 2.0 in Action
Examples
Review and Recommendation Sites
Review and Recommendation Sites
Travel and tourism – www.tripadvisor.com and many others
Consumer electronics - www.kelkoo.co.uk
Money – www.moneysupermarket.com
Universities - www.studentsreview.com
General – www.reviewcentre.com
Schools - http://uk.ratemyteachers.com/
Professors - http://ratemyprofessors.com/
How not to respond
YouTube
Don’t mess with the buffalos…..
45 million views
ROI to Kruger National Park
Production/ marketing costs = 0
Views = 45 million
Social/ Professional Networking Sites
Building contacts, finding customers and partners
Three Key Questions
Who are our customers?
Where do we find them hanging out on the Internet?
How can we best engaged with them?
For Professionals.......
Merchant City
“Creating the Buzz”
Worlds Top 100 brands
Starwood Hotels and Resorts
October 21st, 2009 - a comprehensive new social media campaign across Facebook, Twitter and the iPhone
The applications rely heavily on user-populated content, but the hotel chain has also put its army of concierges to work to help jump start the flow of information
The services are offered through the Starwood Preferred Guest program. They help guests of hotels and resorts like the Sheraton and Westin chains, find information on local restaurants entertainment venues etc
Starwood Hotels and Resorts
The Facebook application, called SPG TripShare - gives users the ability to add up to 5 photos from their vacations or travels to a central, searchable album
The Twitter application pairs with Google Maps to offer reviews of eateries and local attractions. The reviews will be identifiable by location, and will be entirely populated by users
The hotel did take advantage of the knowledge base of its concierges to input some restaurants and hot spots
A new iPhone application will allow patrons of the hotels to check their reservation information and Starwood accounts.
