1. Marketing 2.0
Discover the new consumer
at the Web 2.0 era

2. Agenda
Marketing 2.0
1 A new consumer in a new era
Web 2.0 in concreto
2 What does the consumer do online?
Threats and opportunities
3 Do’s and Don’ts
A Web 2.0 Agency
4 How an agency can help you?
2

3. Marketing 2.0
A new consumer in a new era

4. A new consumer
with more power
than ever…
4

5. 5

6. 6

7. 7

8. 8

9. 9

10. 10

11. In a new era
from information
to conversation…
11

12. From information to conversation
The Internet BEFORE top down:
from the brand to the consumer, like offline
Consumer Brand
But… consumers perfectly know they’re marketed to, they’ve
But… consumers perfectly know they’re marketed to, they’ve
“62% of global teens are
apathetic about
become more reluctant to advertising… preferring the “neutral”
become more reluctant to advertising… preferring the “neutral”
marketing and
advertising”,
opinion of their peers … in an environment that makes it easier
opinion of their peers … in an environment that makes it easier
from “The new
generation of global
than ever to share and be heard
than ever to share and be heard
youth”, Energy BBDO
12

13. From information to conversation
The Internet NOW bottom-up: ABC
+
ABGR
“It’s about conversation, A BC
+ DEF
+ E GR
cooperation, and
empowerment of
ABC
ABC
the masses. +
+ HIJ
E GR
This time it’s
bottom-up, instead A BC
+
ABC EGR
of top-down”*
ABC
+ D EF
Consumers have created their social networks & they’re
Consumers have created their social networks & they’re
constantly engaged in these whole virtually connected world
constantly engaged in these whole virtually connected world
From “Advertising 2.0”,
Paul Beelen
In such a context, “word of mouth” is the n°1 influencer…
In such a context, “word of mouth” is the n°1 influencer…
13

14. From information to conversation
It’s about conversation, cooperation, and
empowerment of the masses… “SOCIAL COMPUTING”
RSS
14

15. Web 2.0 concretely
What does the consumer do online?

16. RSS
16

17. Marketing 2.0 concretely
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:
It gets back to Internet basics:
distribution of all type of content through sharing and networking
distribution of all type of content through sharing and networking
17

18. “...The future is to the interpersonal channels.
Today, 85% of the online content is produced by
individuals. The brands will never have enough power
to control this content.
Therefore, they should participate to this movement by
taking up the conversation on the blogs, the forums
and the personal websites...”
Free translation from:
“Les Jeunes et Internet”
report, Le Journal du Net
18

19. What DO consumers do online
1 Blogs
2 Podcasting/vodcasting
3 Video sharing
4 Photo sharing
5 Collaborative content
6 Social bookmarking
7 Social networks
8 RSS
9 Widgets
19

20. Blogs
Blogs
Blogs = personal online diaries
Podcasting
vodcasting Blog potential in Europe:*
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets Why is it so successful?
Why is it so successful?
*Source:
You can express yourself!
You can express yourself!
FastBridge
Easy to update, no technical knowledge required
Easy to update, no technical knowledge required
See also:
“Blog, Podcast and RSS
New technologies, allowing content sharing and search
New technologies, allowing content sharing and search
Advertising Outlook”,
www.pqmedia.com
20

24. 24

25. What does the consumer do online?
Blogs
They have an impact…
Podcasting E.g. “Dell Hell”
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
See:
“Measuring bloggers’
influence on corporate
reputation”,
www.onalytica.com
25

26. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
26

27. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
27

28. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
28

29. What does the consumer do online?
Blogs
Podcast (sound) and vodcast (video)
do the same as blog does for text
Podcasting
vodcasting
Video sharing
E.g. amateur Rocketboom:
2mio downloads / day,
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
Why is it so successful?
Why is it so successful?
Not limited to TV hours but 24/24h
Not limited to TV hours but 24/24h
Anyone, anytime, any skill contribution
Anyone, anytime, any skill contribution
29

30. 30

31. 31

32. 32

33. YahooPodcasts
YahooPodcasts
Index of popular podcasts
Index of popular podcasts
Organized per category
Organized per category
Organizer per tag word
Organizer per tag word
Subscribe or get notified of
Subscribe or get notified of
streams per your interest
streams per your interest
33

34. iTunes Podcasts
iTunes Podcasts
High quality index
High quality index
Extension of user-friendly
Extension of user-friendly
iTunes software
iTunes software
Easy download to popular
Easy download to popular
iPod format
iPod format
Full previews on feeds
Full previews on feeds
34

35. What does the consumer do online?
Blogs
Sharing of personal and branded video in a web format
Podcasting
Files from individuals:
vodcasting
“consumer generated
Video sharing
video content”
Photo sharing
But also from brands who
Collaborative content
try to catch the audience
Social bookmarking
Social networks
RSS
Widgets Why is it so successful?
Why is it so successful?
You can fully express yourself!
You can fully express yourself!
The video format, which is the richest emotionally
The video format, which is the richest emotionally
The technology, allowing content sharing and search
The technology, allowing content sharing and search
35

36. YouTube
YouTube
Extremely popular
Extremely popular
streaming platform
streaming platform
Upload video in any format
Upload video in any format
and youtube server
and youtube server
converts them to popular
converts them to popular
Flash format
Flash format
Related content tagging
Related content tagging

37. Google Video
Google Video
Popular search engine goes
Popular search engine goes
beyond text
beyond text
Extremely popular streaming
Extremely popular streaming
platform
platform
Editorial acceptance guideliness
Editorial acceptance guideliness
Initial focus on public videos, now
Initial focus on public videos, now
also consumer generated videos
also consumer generated videos

38. JumpCut
JumpCut
InBrowser video creation
InBrowser video creation
Browser by movie category
Browser by movie category
but also by authors
but also by authors

41. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
41

42. What does the consumer do online?
Blogs
Online photo albums
Podcasting
Shared with friends,
vodcasting
family, colleagues
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
Why is it so successful?
Why is it so successful?
You can express yourself!
You can express yourself!
The photo format, which is highly emotional
The photo format, which is highly emotional
The technology, allowing content sharing and search
The technology, allowing content sharing and search
42

50. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
50

51. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
51

52. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
52

53. What does the consumer do online?
Blogs
Collaborative content:
Podcasting
vodcasting
Video sharing
Photo sharing
Wikipedia
Wikipedia
Collaborative
content A free-content encyclopedia
A free-content encyclopedia
Written collaboratively by
Written collaboratively by
Social bookmarking volunteers, allowing articles
volunteers, allowing articles
to be changed by anyone
to be changed by anyone
with access to the website
Social networks with access to the website
Claimed to be as accurately
Claimed to be as accurately
as Encyclopedia Britannica
as Encyclopedia Britannica
RSS
Widgets
*See:
www.wikipedia.com
53

58. What does the consumer do online?
Blogs
Social bookmarking:
Podcasting
vodcasting
E.g. Del.icio.us*:
Video sharing
– Bookmarked shared
Photo sharing
between people: the
Collaborative content power of many
Social
bookmarking
– You can add bookmarks
to your list and categorize
Social networks
them
RSS
Widgets
*See:
http://del.icio.us
58

59. 59

62. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social
bookmarking
Social networks
RSS
Widgets
62

63. Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative
content
Social bookmarking
Social networks
RSS
Widgets
63

64. 64

65. 65

72. What does the consumer do online?
Blogs
Really Simple Syndication
Podcasting
vodcasting
Before: you visit many sites to
Video sharing
stay informed… but many of
Photo sharing
them will have changed since !!!
Collaborative
your last visit… it takes time…
content
Social bookmarking
Now: the solution:
Social networks
“really simple syndication”
RSS
Widgets
72

73. 73

74. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing News feed can be
News feed can be
refurnished via
refurnished via
Collaborative RSS
RSS
content RSS Content can
RSS Content can
be pushed to
be pushed to
Social bookmarking
modern
modern
screensavers
screensavers
Social networks
RSS Or simply pushed to
Or simply pushed to
convenience of customer
convenience of customer
Widgets desktop screen
desktop screen
74

75. What does the consumer do online?
Blogs
Widget (or Gadgets) are a new
category of mini- application
Podcasting
vodcasting
designed to provide information,
useful lookup, or enhance an
Video sharing
application or service on your
Photo sharing
Computer or the Web.
Collaborative
content
A widget is a little piece of content
Social bookmarking
or functionality provided by a third
Social networks
party that you can place on your
website. Technically, it's just a
RSS
snippet of HTML and/or JavaScript
that you can manage like any other
Widgets
content on your website.
75

80. Marketing 2.0 concretely
Blogs
Startup pages that need widgets:
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative
content
Social bookmarking
Social networks
RSS
Widgets
80

84. Threats & opportunities
Do’s & don'ts

85. Threats & opportunities of Marketing 2.0
A very good 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 with
Marketing 2.0 techniques
– With a relevant concept and
message
*See:
http://www.cpbgroup.co
m/awards/vwgtiintegrate
d.html
85

86. A smart combination of
more traditional e-marketing
with Marketing 2.0 techniques
86

87. A product website
A product website

88. Webvertising
Webvertising

89. A blog
A blog

90. Video sharing
Video sharing

91. A ringtone
A ringtone

92. Even a fake sale
Even a fake sale
on eBay
on eBay

93. And now, what NOT to do…
93

94. 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
94

95. He made some jokes
He made some jokes

96. Threats & opportunities of Marketing 2.0
What NOT to do: The “Exell vs. Blogger” case
Decision of court clearly choose freedom of speech vs.
trademark violation
The trial spreads throughout the blogosphere…
with huge brand damages for Exell
Should you be afraid of NO, they are human beings just like you,
Should you be afraid of NO, they are human beings just like you,
bloggers? but they can speak very, very loud
bloggers? but they can speak very, very loud
Should you engage a YES, don’t underestimate the power of
Should you engage a YES, don’t underestimate the power of
conversation with them? blogosphere
conversation with them? blogosphere
If you care about PR, you should care about blogs
If you care about PR, you should care about blogs
96

98. Conclusions

99. 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
99

100. Conclusions
The solution for brands?
Remember the magic words:
“User generated”
“Social”
“Disaggregation”
“Collective knowledge”
“Conversation”
See:
“Les Jeunes et Internet”
report, Le Journal du Net
100

101. Conclusions
The solution for brands?
Understand the context
It’s no use putting a website online,
saying your product/brand is great
if half the blogosphere is saying it’s not…
See:
“Les Jeunes et Internet”
report, Le Journal du Net
101

102. Conclusions
The solution for brands?
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 important as the message itself
4. Provide them with tools to spread your message
102

103. Conclusions
Your brand Agency Web 2.0
Your brand Agency Web 2.0
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
103

104. Conclusions
Your brand Agency Web 2.0
Your brand Agency Web 2.0
Actions :
digitize, upload and tag videos propagate content and tags in
in YouTube, GoogleVideo, etc. specialized search engine
(technorati,, etc.)
upload, tag, photos and
campaign visuals (flickr, update or create content in
photobucket, etc.) wikis (wikipedia, etc.)
bookmarks and tags, create promote websites, blogs, url in
groups in (del.icio.us, furl, social bookmarking (digg,
sprul, etc.) scoopeo, etc.)
create user, groups and analyse traffic (see web
animate brands in social analytics offering)
networking (myspace, develop widgets, create
friendster, etc.) content, launch interactive
create blogs with all the marketing campaign, etc.
content, moderate comments
(blogger, etc.)
104

105. Marketing 2.0 increases efficiency of
the existing interactive marketing
tactics but does not replace them
Reach
Marketing 2.0
Marketing 2.0
Classic Interactive Marketing Tactics
Classic Interactive Marketing Tactics
Evolution
105

106. The Agency of the Future?
106

107. Questions?
Thank you!

108. VW Escape TV
Case study

109. 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…
109

110. The objectives
Correct the price perception
“No, VW is not an (more) expensive
“No, VW is not an (more) expensive
brand”
brand”
Make youngsters rediscover the brand
“OK, VW is quality, design, robustness,
“OK, VW is quality, design, robustness,
driving pleasure…”
driving pleasure…”
Rejuvenate the brand:
a more inspirational approach…
“…but it’s also emotions, fun, and
“…but it’s also emotions, fun, and
dream”
dream”
110

111. The target:
The target:
For them, there are no “new media”,
For them, there are no “new media”,
connecting virtually is how they live
connecting virtually is how they live
111

112. The strategy
If we want to appeal to them, we need to create a platform
which is…
“Surprising,
“Surprising,
different, with
different, with
“Up-to-date:
“Up-to-date:
impact”
impact”
video, multi-
video, multi-
devices
devices
“Hype, with
“Hype, with
“Lively with
“Lively with
word of
word of
frequent
frequent
mouth effect”
“Beyond mouth effect”
“Beyond
update”
update”
interaction,
interaction,
participation”
participation”
112

113. The strategy
…exploiting at best today’s youth ecosystem:
VW.be:
VW.be:
product-
product-
driven
driven
Separated,
Separated,
lifestyle- Webosphere:
lifestyle-
Blogs
driven
driven Forums
platform
platform …
113

114. The strategy
…with as core message:
Emotional representation of the car:
Emotional representation of the car:
autonomy, independence, grown-up…
autonomy, independence, grown-up…
“I have a car
“I have a car
I’m free to live my fun moments”
I’m free to live my fun moments”
“Free Yourself”
114

115. The creative concept
“EscapeTV”:
a multimedia participative magazine
Multimedia:
Multimedia:
Video and sound at the heart of it
Video and sound at the heart of it
Available on the web, iPod, PSP and
Available on the web, iPod, PSP and
mobile phones
mobile phones
Participative:
Participative:
The target will intervene in the
The target will intervene in the
content, co-creating it
content, co-creating it
Magazine:
Magazine:
Monthly publication
Monthly publication
115

116. About cool “VW-related” stuff:
About cool “VW-related” stuff:
Music
Music
Movies
Movies
Sport
Sport
116

117. The campaign planning
From teasing to launch:
WK-0 WK-1 WK-2 WK-3 WK-4
Hijacking advert
Hijacking advert
Forum, blog rumours
Forum, blog rumours
LAUNCH!
LAUNCH!
Call for casting/
Call for casting/
actors
actors
Online casting competition
Online casting competition
& voting
& voting
Objective => generate expectation for more!
Objective => generate expectation for more!
117

118. > To the casting site
118

119. 119

120. > To the Escape TV site
120

121. The results, so far
First key figures
Teasing phase (08 - 29/05):
100.000 visits
60.000 unique visitors
Average visit length: 3’10’’
# castings: 170 FR + 105 NL
Launch phase
(webvertising not launched yet),
after one week:
2 2.000 visitors
Average visits/visitors: 1,42
Vodcast subscription: 1.650
121

122. The conclusions, so far
3 reasons why this campaign makes sense:
It’s “more”, it’s different, it’s hype; • Trendy design, use of video
it speaks to youngsters • Relevant content
• Cool, young and fresh tone of voice
It touches youngsters where and when • Not only the Internet is relevant
they want • But also on their different devices: from iPod to
mobile
It takes into account the “word of • Multi-presence: the site, iTunes, RSS
mouth” aspect of the web
122

123. VW – Emakina collaboration model
End-to-end project reporting
Rich & integrated communication
- Event coverage
- Copywriting, video &
Ideas
End-to-end project management
photo shooting &
direction
- Video editing
LAUNCH!
- Site maintenance
- Feeds & videocasts
Tasks
update
- E-newsletter
management
Creation &
production
123

124. Questions?
Thank you!