Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era

Marketing 2.0Discover the new consumerat the Web 2.0 era

Emakina Academy

Monday 26/06/2006

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Introduction

! You’ve heard some rumours about Web 2.0,you even may have gotten a presentation about it

! Most of the time our customers say“Nice, but what does it practically mean”

! Today is show & tell and we will tell you the impact it has on your customers and consumers

! This seminar is part 1 of 2 and is mostly focused on B2C; in September we will have another session focused on B2B applications

! But even B2B people will enjoy the show as even B2B people and customers do surf and consume the web and form their opinion via different means than newspapers but while playing golf, discussing with friends, reading an email from a colleague or partner or watching an article or video testimonial…

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Speakers

Brice Le Blévennec (FR)PresidentEmakina

Christian Verschaeren (NL)

Creative ConsultantEmakina

Olivier De Doncker (FR)

Communication ManagerEmakina

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Marketing 2.0 A new consumer in a new era

Agenda

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Web 2.0 ConcretelyWhat does the consumer do online?

Threats and opportunitiesDo’s and Don’ts

Emakina, your Web 2.0 AgencyHow we can help you?

Marketing 2.0 Case : VW Escape TV By Emakina

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Emakina?

Watch this…

Marketing 2.0A new consumer in a new era

Christian Verschaeren

Creative Consultant

Emakina

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A new consumer

with more powerthan ever…

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In a new era

from informationto conversation…

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From information to conversation

The Internet BEFORE " top down:from the brand to the consumer, like offline

“62% of global teens are apathetic about marketing and

advertising”, from “The new

generation of global youth”, Energy BBDO

But… consumers perfectly know they’re marketed to, they’ve become more reluctant to advertising… preferring the “neutral” opinion of their peers … in an environment that make it easier than ever to share and be heard

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The Internet NOW " bottom-up:“It’s about conversation,cooperation, andempowerment ofthe masses.This time it’sbottom-up, insteadof top-down”*

From “Advertising 2.0”, Paul Beelen

Consumers have created their social networks & they’re constantly engaged in these whole virtually connected world

" In such a context, “word of mouth” is the n°1 influencer…

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It’s about conversation, cooperation, and empowerment of the masses… “SOCIAL COMPUTING”

Web 2.0 concretelyWhat does the consumer do online?

Brice Le Blévennec

President

Emakina

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Marketing 2.0

Three reasons why are these applications so successful:

1. Because it’s 100% user-centric

2. Because of interoperability : you can combine Web 2.0 applications to create something new (mash-ups)

3. Because it’s search engine-friendly

" It gets back to Internet basics:distribution of all type of content through sharing and networking

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See:“Les Jeunes et Internet”

report, Le Journal du Net

« … au delà des blogs de marque,l'avenir est aux médias interpersonnels.Aujourd'hui, 85 % du contenu sur le Web sont produits par des particuliers. Les marques n'auront jamais suffisamment de puissance pour maîtriser cela.Elles doivent participer à ce mouvement, en prenant la parole sur les blogs, les forums, les sites persos. »*

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Blogs

What DO consumers do

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Podcasting/vodcasting

Video sharing

Photo sharing

Collaborative content

Social bookmarking

Social networks

RSS

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Widgets9

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Blog potential in Europe:*

Blog

Blogs = personal online diaries

*Source:FastBridge

See also: “Blog, Podcast and RSS

Advertising Outlook”, www.pqmedia.com

Why is it so successful?! You can express yourself!! Easy to update, no technical knowledge required! New technologies, allowing content sharing and search

Blogs

Podcastingvodcasting

Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

A media sales rep specialized in the blogosphere…

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What does the consumer do online?

They have an impact…E.g. “Dell Hell”

See:“Measuring bloggers’

influence on corporate reputation”,

www.onalytica.com

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Podcast (sound) and vodcast (video)do the same as blog does for text

E.g. amateur Rocketboom:2mio downloads / day,

Why is it so successful?! Not limited to TV hours but 24/24h! Anyone, anytime, any skill contribution

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Podemus

! Index of popular podcasts for the French audience

! Organized per popularity ranking or category

! Covers many themes: sports, TV, culture, business

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Odeo

! Index of popular podcasts in multiple formats

! Organized per popularity ranking or category

! Also business podcasts

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Yahoo Podcasts

! Index of popular podcasts! Organized per category! Organizer per tag word! Subscribe or get notified of

streams per your interest

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iTunes Podcasts

! High quality index! Extension of user-friendly

iTunes software! Easy download to popular

iPod format! Full previews on feeds

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Sharing of personal and branded video in a web format

! Files from individuals:

“consumer generated

video content”

! But also from brands who

try to catch the audience

Why is it so successful?! You can fully express yourself!! The video format, which is the richest emotionally! The technology, allowing content sharing and search

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

Google Video

! Popular search engine goes beyond text

! Extremely popular streaming platform

! Editorial acceptance guideliness! Initial focus on public videos, now

also consumer generated videos

YouTube

! Extremely popular streaming platform

! Upload video in any format and youtube server converts them to popular Flash format

! Related content tagging

Yahoo Video

! Organized by editorial selection, popularity, categories and tags

! Mix of user generated content and advertisements

! Upload own content

AOL Video

! Also location based categories

! Extensive commenting! Organized by editorial

selection, popularity, categories and tags

Vimeo

! Strong focus on user generated content

! Extremely user-friendly! Extensive commenting! Organized by tags

Grouper

! Strong focus on user generated content

! Organized by content groups

! Organized by categories! Good preview techniques! Unlimited U/D-load

ClickTV

! TV & Video commenting inline

iFilm

! Focussing also on viral video

! Integrated forums

JumpCut

! InBrowser video creation! Browser by movie category

but also by authors

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Online photo albums

Shared with friends,family, colleagues

Why is it so successful?! You can express yourself!! The photo format, which is highly emotional! The technology, allowing content sharing and search

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

Widgets

RSS

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Collaborative content:

*See:www.wikipedia.com

Blogs


Video sharing

Photo sharing

Collaborativecontent

Social bookmarking

Social networks

RSS

Widgets

Wikipedia

! A free-content encyclopedia! Written collaboratively by

volunteers, allowing articles to be changed by anyone with access to the website

! Claimed to be as accurately as Encyclopedia Britannica

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Social bookmarking:

E.g. Del.icio.us*:

– Bookmarked shared between people: the power of many

– You can add bookmarks to your list and categorize them

*See:http://del.icio.us

Blogs


Video sharing

Photo sharing


Socialbookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Socialbookmarking

Social networks

RSS

Widgets

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Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Really Simple Syndication

! Before: you visit many sites to stay informed… but many of them will have changed since your last visit… it takes time…

! Now: the solution:“really simple syndication”


Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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RSS Content can be pushed to modern screensavers

Or simply pushed to convenience of customer desktop screen

News feed can be refurnished via RSS

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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! Widget (or Gadgets) are a new category of mini- application designed to provide information, useful lookup, or enhance an application or service on your Computer or the Web.

! A widget is a little piece of content or functionality provided by a third party that you can place on your website. Technically, it's just a snippet of HTML and/or JavaScript that you can manage like any other content on your website.


Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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E.g. here our idea(currently being built):

! A widget that users can easilyplace on their blog, MySpaceor website

! It lists the 3 movies theyhave seen recently+ rate & review

! They can rate the movie by givingit stars, if they wrote a review ontheir blog it gets a link in the widget

! There's the Technorati link, anIMDB link (the biggest DB of movie reviews), and an "add to my list" link for other DVD Post users

! The incentive for putting the widget on your blog is a point system, for every 100 clicks you get an extra movie, every new member through your widget, another movie etc.

Marketing 2.0 concretely

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

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Startup pages that need widgets:

Marketing 2.0 concretely

Blogs


Video sharing

Photo sharing


Social bookmarking

Social networks

RSS

Widgets

Threats & opportunities Do’s & don'ts

Olivier De Doncker

Communication Manager

Christian Verschaeren

Creative Consultant Emakina

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Threats & opportunities of Marketing 2.0

The ideal case:

! The VW GTI campaign*, won the Cannes Cyber Lions in“Integrated campaign & websites”

! Why?

– Because it’s a smart combination of more traditional e-marketing withMarketing 2.0 techniques

– With a relevant concept and message

*See:http://

www.cpbgroup.com/awards/

vwgtiintegrated.html

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A smart combination of

more traditional e-marketing

with Marketing 2.0 techniques

A product website

Webvertising

A blog

Video sharing

A ringtone

Even a fake saleon eBay

Other ideas…

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And now, what NOT to do…

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Threats & opportunities of Marketing 2.0

What NOT to do:The “Exell vs. Blogger case”

! Consumer buys a laptop at Exell and detects a security issue

! He waits one year (!!) and finally gets his laptop back…but the security issue is not fixed

! Argument in the City 2 shop

He made some jokes

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What NOT to do: The “Exell vs. Blogger” case

! Decision of court clearly choosed freedom of speech vs. trademark violation

! The trial spreads throughout the blogosphere…

with huge brand damages for Exell

Threats & opportunities of Marketing

Should you be afraid of bloggers?

Should you engage a conversation with them?

" If you care about PR, you should care about blogs

NO, they are human beings just like you, but they can speak very, very loud

YES, don’t underestimate the power of blogosphere

Conclusions

Brice Le Blévennec

President

Emakina

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Peter Chane, Google Video

[People] like to watch ads, which really surprised me. We don't take advertising on Google Video yet, so this is a great opportunity for advertisers to reach users for free. I'm bullish on them using the Web to test concepts.

http://www.wired.com/wired/archive/14.05/google.html

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Conclusions

The solution for brands?

" Remember the magic words:



“User generated”

“Social”“Disaggregation”

“Collective knowledge”

“Conversation”

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" Understand the context



Conclusion

It’s no use putting a website online,saying your product/brand is great

if half the blogosphere is saying it’s not…

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" Use these existing networks to your advantages, i.e.

1. Monitor what’s happening around your brand

2. Integrate these conversation networks

3. Help these consumers to connect with each other: this is as much important as the message itself

4. Provide them with tools to spread your message

Conclusion

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Conclusion

Mission :Emakina want to be the"Web 2.0 agency" of brands.

Strategy :Be your brand guardianin this complex Web 2.0 network.

Your brand Emakina Web 2.0

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Conclusion

Tactics :

! Monitor blogs & buzz about your brands & products

! Disseminate brand assets in the Web 2.0 free media

! Develop/Create traffic to current brand web assets

! Report relevant trends, statistics, opportunities


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Conclusion

Actions :

! digitize, upload and tag videos in YouTube, GoogleVideo, etc.

! upload, tg, photos and campaing visuals (flickr, photobucket, etc.)

! bookmarks and tags, create groups in (del.icio.us, furl, sprul, etc.)

! create user, groups and animate brands in social networking (myspace, friendster, etc.)

! create blogs with all the content, moderate comments (blogger, etc.)

! propagate content and tags in specialized search engine (technorati,, etc.)

! update or create content in wikis (wikipedia, etc.)

! promote websites, blogs, url in social bookmarking (digg, scoopeo, etc.)

! analyse traffic (see Emakina web analytics offering)

! develop widgets, create content, launch interactive marketing campaign, etc.


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Classic Interactive Marketing Tactics

Marketing 2.0

Reach

Evolution

Marketing 2.0 increases efficiency of the existing interactive marketing tactics but does not replace them

WebsitesMini-sites

GamesSelf Services

Personalization

BanneringEmail MarketingViral Marketing

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Relat

ions

hip

Customer Relationship

Brand

PromotionsFidelity MktAffiliation

Communicate Develop Message

CUSTOMERS

BrandingTraffic Building

QualifyProspects

Segment andConvert toCustomers

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Relat

ions

hip

Customer Relationship

Brand

WebsitesMini-sites

Marketing 2.0

GamesSelf Services

PersonalizationMarketing 2.0

PromotionsFidelity MktAffiliation

Communicate Develop Message

BanneringEmail MarketingViral MarketingMarketing 2.0

CUSTOMERS

BrandingTraffic Building

QualifyProspects

Segment andConvert toCustomers

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Multi-Channel Approach

YOURCOMPANY

CUSTOMERSEMAKINA

Above the lineAgency

Below the lineAgency

IDE

AS

IDE

AS

Integrated communication

Integrated communication

Bannering and Media Planning

MARKETING 2.0

Email Marketing

World Wide Web

Buzz and Viral Marketing

Mobile and Geo Marketing

Affiliate & Fidelity Marketting

Search Engine Marketing

RIC

H C

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MU

NIC

AT

ION

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E-Marketing Strategies

Mechanics

Recruit email addresses

Objectives

Increase sales volume

Customer loyalty

Brand awareness

Traffic Building

Lead generation

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Emakinarecommendations

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The Agency of the Future?

VW Escape TVCase study

Brice Le Blévennec

Chief Creative Officer Emakina

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The context

! Volkswagen is loosing market shares among youngsters:

– Market share of 19-29: 14,5%

! Why? The brand is perceived as:

– “Expensive, inaccessible”:yet, false rationally

– Strong in low differentiation criteria:quality, security, reselling value…

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The objectives

! Correct the price perception

! Make youngsters rediscover the brand

! Rejuvenate the brand: a more inspirational approach…

“No, VW is not an (more) expensive brand”

“OK, VW is quality, design, robustness, driving pleasure…”

“…but it’s also emotions, fun, and dream”

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The target:For them, there are no “new media”,

connecting virtually is how they live

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The strategy

If we want to appeal to them, we need to create a platform which is…

“Surprising, different, with

impact”

“Hype, with word of

mouth effect”“Beyond interaction,

participation”

“Lively with frequent update”

“Up-to-date: video, multi-

devices

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The strategy

…exploiting at best today’s youth ecosystem:

Webosphere:BlogsForums…

VW.be:product-driven

Separated,lifestyle-driven

platform

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The strategy

…with as core message:

" “Free Yourself”

“I have a car"

I’m free to live my fun moments”

Emotional representation of the car:autonomy, independence, grown-up…

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The creative

“EscapeTV”: a multimedia participative magazine

Multimedia:! Video and sound at the heart of it! Available on the web, iPod, PSP and

mobile phones

Magazine:! Monthly publication

Participative:! The target will intervene in the

content, co-creating it

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About cool “VW-related” stuff: Music Movies Sport

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The campaign

From teasing to launch:

WK-0 WK-1 WK-2 WK-3 WK-4

Forum, blog rumours

Hijacking advert

Call for casting/actors

Online casting competition & voting

Objective => generate expectation for more!

LAUNCH!

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> To the casting site

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> To the Escape TV site

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The results, so

First key figures

! Teasing phase (08 - 29/05):

! Launch phase(webvertising not launched yet),after one week:

# castings: 170 FR + 105 NL

Average visit length: 3’10’’

100.000 visits

60.000 unique visitors

Vodcast subscription: 1.650

2 2.000 visitors

Average visits/visitors: 1,42

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The conclusions, so

3 reasons why this campaign makes sense:

• Trendy design, use of video• Relevant content• Cool, young and fresh tone of voice

It touches youngsters where and when they want

• Multi-presence: the site, iTunes, RSS

It’s “more”, it’s different, it’s hype;it speaks to youngsters

• Not only the Internet is relevant• But also on their different devices: from iPod to

mobile

It takes into account the “word of mouth” aspect of the web

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VW – Emakina collaboration model

Creation &

production

- Event coverage

- Copywriting, video &

photo shooting &

direction

- Video editing

- Site maintenance

- Feeds & videocasts

update

- E-newsletter

management

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rate

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End-to-end project reporting

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LAUNCH!

Tas

ks

Ideas

Appendixes

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Interesting: this diagram has been found on

Flickr…

*See also: http://jeremiahthewebprophet.

blogspot.com/2006/06/many-forms-of-social-

computing-see.html

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*See: http://www.flickr.com/photos/

niallkennedy/102935116/

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Questions?

Thank you

Business

Emakina Academy 3 - Marketing 2.0: discover the new consumer at the Web 2.0 era