The new Web 2.0 applications are dramatically changing the consumer behaviour. Blogs, podcasts, social networks, wikis... More than ever, the consumer is in control and can make his/her voice heard. Together with our experts, explore the new challenges, threats and opportunities offered by Web 2.0. Stop broadcasting: engage a conversation with your target.

1. Marketing 2.0
Discover the new consumer
at the Web 2.0 era
Emakina Academy
Monday 26/06/2006

2. 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…
2

3. Speakers
Brice Le Blévennec (FR)
President
Emakina
Christian Verschaeren (NL)
Creative Consultant
Emakina
Olivier De Doncker (FR)
Communication Manager
Emakina
3

4. Agenda
1 Marketing 2.0
A new consumer in a new era
2 Web 2.0 Concretely
What does the consumer do online?
3 Threats and opportunities
Do’s and Don’ts
4 Emakina, your Web 2.0 Agency
How we can help you?
5 Marketing 2.0 Case : VW Escape TV
By Emakina
4

5. Emakina?
Watch this…
5

6. Marketing 2.0
A new consumer in a new era
Christian Verschaeren
Creative Consultant
Emakina

7. A new consumer
with more power
than ever…
7

8. 8

9. 9

10. 10

11. 11

12. 12

13. 13

14. In a new era
from information
to conversation…
14

15. From information to conversation
The Internet BEFORE quot; top down:
from the brand to the consumer, like offline
But… consumers perfectly know they’re marketed to, they’ve
“62% of global teens are
become more reluctant to advertising… preferring the “neutral”
apathetic about
marketing and
advertising”,
opinion of their peers … in an environment that make it easier than
from “The new
generation of global
ever to share and be heard
youth”, Energy BBDO
15

16. From information to conversation
The Internet NOW quot; bottom-up:
“It’s about conversation,
cooperation, and
empowerment of
the masses.
This time it’s
bottom-up, instead
of top-down”*
Consumers have created their social networks & they’re constantly
engaged in these whole virtually connected world
From “Advertising 2.0”,
quot; In such a context, “word of mouth” is the n°1 influencer…
Paul Beelen
16

17. From information to conversation
It’s about conversation, cooperation, and
empowerment of the masses… “SOCIAL COMPUTING”
17

18. Web 2.0 concretely
What does the consumer do online?
Brice Le Blévennec
President
Emakina

19. 19

20. 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
quot; It gets back to Internet basics:
distribution of all type of content through sharing and networking
20

21. « … 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. »*
See:
“Les Jeunes et Internet”
report, Le Journal du
Net
21

22. What DO consumers do
1 Blogs
2 Podcasting/vodcasting
3 Video sharing
4 Photo sharing
5 Collaborative content
6 Social bookmarking
7 Social networks
8 RSS
9 Widgets
22

23. Blog
Blogs
Blogs = personal online diaries
Podcasting
vodcasting
Blog potential in Europe:*
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Why is it so successful?
Widgets
*Source:
! You can express yourself!
FastBridge
! Easy to update, no technical knowledge required
See also:
! New technologies, allowing content sharing and search
“Blog, Podcast and RSS
Advertising Outlook”,
www.pqmedia.com
23

29. A media sales rep
specialized in the
blogosphere…

30. What does the consumer do online?
Blogs
They have an impact…
E.g. “Dell Hell”
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
See:
“Measuring bloggers’
influence on corporate
reputation”,
www.onalytica.com
30

31. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
Widgets
31

32. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
32

33. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
33

34. 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?
! Not limited to TV hours but 24/24h
! Anyone, anytime, any skill contribution
34

35. 35

36. 36

37. 37

38. Podemus
! Index of popular podcasts
for the French audience
! Organized per popularity
ranking or category
! Covers many themes:
sports, TV, culture, business
38

39. Odeo
! Index of popular podcasts in
multiple formats
! Organized per popularity
ranking or category
! Also business podcasts
39

40. Yahoo Podcasts
Index of popular podcasts
!
Organized per category
!
Organizer per tag word
!
Subscribe or get notified of
!
streams per your interest
40

41. iTunes Podcasts
! High quality index
! Extension of user-friendly
iTunes software
! Easy download to popular
iPod format
! Full previews on feeds
41

42. 42

46. 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
try to catch the audience
Collaborative content
Social bookmarking
Social networks
RSS
Why is it so successful?
Widgets
! You can fully express yourself!
! The video format, which is the richest emotionally
! The technology, allowing content sharing and search
46

47. 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

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

49. Yahoo Video
! Organized by editorial
selection, popularity,
categories and tags
! Mix of user generated
content and advertisements
! Upload own content

50. AOL Video
! Also location based
categories
! Extensive commenting
! Organized by editorial
selection, popularity,
categories and tags

51. Vimeo
! Strong focus on user
generated content
! Extremely user-friendly
! Extensive commenting
! Organized by tags

52. Grouper
! Strong focus on user
generated content
! Organized by content
groups
! Organized by categories
! Good preview techniques
! Unlimited U/D-load

53. ClickTV
! TV & Video commenting
inline

54. iFilm
! Focussing also on viral
video
! Integrated forums

55. JumpCu
t
! InBrowser video creation
! Browser by movie category
but also by authors

64. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
64

65. What does the consumer do online?
Blogs
Online photo albums
Shared with friends,
Podcasting
vodcasting
family, colleagues
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
Why is it so successful?
! You can express yourself!
! The photo format, which is highly emotional
! The technology, allowing content sharing and search
65

80. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
80

81. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
81

82. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social bookmarking
Social networks
RSS
Widgets
82

83. What does the consumer do online?
Blogs Collaborative content:
Podcasting
vodcasting
Video sharing
Photo sharing
Wikipedi
a
Collaborative
content ! A free-content encyclopedia
! Written collaboratively by
Social bookmarking volunteers, allowing articles
to be changed by anyone
with access to the website
Social networks
! Claimed to be as accurately
as Encyclopedia Britannica
RSS
Widgets
*See:
www.wikipedia.com
83

97. 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
power of many
Collaborative content
Social
– You can add bookmarks to
bookmarking
your list and categorize
Social networks
them
RSS
Widgets
*See:
http://del.icio.us
97

98. 98

109. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative content
Social
bookmarking
Social networks
RSS
Widgets
109

120. Blogs
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative
content
Social bookmarking
Social networks
RSS
Widgets
120

121. 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
them will have changed since
Photo sharing
your last visit… it takes time…
Collaborative
content
Social bookmarking
! Now: the solution:
“really simple syndication”
Social networks
RSS
Widgets
121

122. What does the consumer do online?
Blogs
Podcasting
vodcasting
Video sharing
News feed can be
Photo sharing
refurnished via RSS
Collaborative
content RSS Content can be
pushed to modern
Social bookmarking screensavers
Social networks
RSS Or simply pushed to
convenience of customer
desktop screen
Widgets
122

123. 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
party that you can place on your
Social networks
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.
123

129. Marketing 2.0 concretely
Blogs E.g. here our idea
(currently being built):
Podcasting
vodcasting
A widget that users can easily
!
Video sharing
place on their blog, MySpace
or website
Photo sharing
It lists the 3 movies they
!
have seen recently
Collaborative
content
+ rate & review
They can rate the movie by giving
!
Social bookmarking
it stars, if they wrote a review on
their blog it gets a link in the widget
Social networks
There's the Technorati link, an
!
RSS
IMDB link (the biggest DB of movie reviews), and an quot;add to
my listquot; link for other DVD Post users
Widgets
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.
129

130. Marketing 2.0 concretely
Blogs
Startup pages that need widgets:
Podcasting
vodcasting
Video sharing
Photo sharing
Collaborative
content
Social bookmarking
Social networks
RSS
Widgets
130

135. Threats & opportunities
Do’s & don'ts
Olivier De Doncker
Communication Manager
Christian Verschaeren
Creative Consultant Emakina

136. 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 with
Marketing 2.0 techniques
– With a relevant concept and
message
*See:
http://
www.cpbgroup.com/
awards/
vwgtiintegrated.html
136

137. A smart combination of
more traditional e-marketing
with Marketing 2.0 techniques
137

138. A product website

139. Webvertising

140. A blog

141. Video sharing

142. A ringtone

143. Even a fake sale
on eBay

144. Other ideas…

149. And now, what NOT to do…
149

150. 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
150

151. He made some jokes

152. Threats & opportunities of Marketing
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
Should you be afraid of NO, they are human beings just like you,
bloggers? but they can speak very, very loud
Should you engage a YES, don’t underestimate the power of
conversation with them? blogosphere
quot; If you care about PR, you should care about blogs
152

154. Conclusions
Brice Le Blévennec
President
Emakina

155. 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
155

156. Conclusions
The solution for brands?
quot; Remember the magic words:
“User generated”
“Social”
“Disaggregation”
“Collective knowledge”
“Conversation”
See:
“Les Jeunes et Internet”
report, Le Journal du
Net
156

157. Conclusion
The solution for brands?
quot; 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
157

158. Conclusion
The solution for brands?
quot; 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
158

159. Conclusion
Your brand Emakina Web 2.0
Mission :
Emakina want to be the
quot;Web 2.0 agencyquot; of brands.
Strategy :
Be your brand guardian
in this complex Web 2.0 network.
159

160. Conclusion
Your brand Emakina 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
160

161. Conclusion
Your brand Emakina Web 2.0
Actions :
propagate content and tags in
!
! digitize, upload and tag videos
specialized search engine
in YouTube, GoogleVideo, etc.
(technorati,, etc.)
! upload, tg, photos and
update or create content in
!
campaing visuals (flickr,
wikis (wikipedia, etc.)
photobucket, etc.)
promote websites, blogs, url in
!
! bookmarks and tags, create social bookmarking (digg,
groups in (del.icio.us, furl, scoopeo, etc.)
sprul, etc.)
analyse traffic (see Emakina
!
! create user, groups and web analytics offering)
animate brands in social
develop widgets, create
!
networking (myspace,
content, launch interactive
friendster, etc.)
marketing campaign, etc.
! create blogs with all the
content, moderate comments
(blogger, etc.)
161

162. Marketing 2.0 increases efficiency of
the existing interactive marketing
tactics but does not replace them
Reac
h
Marketing 2.0
Classic Interactive Marketing Tactics
Evolution
162

163. Customer Relationship
Promotions
Segment and
Fidelity Mkt
Convert to
Affiliation
Customers
CUSTOMERS
Games
Qualify
Self Services
Prospects
Personalization
p
hi
ns
Websites Communicate
Mini-sites Develop Message
io
at
el
Bannering
Branding
R
Brand Email Marketing
Traffic Building
Viral Marketing
163

164. Customer Relationship
Promotions
Segment and
Fidelity Mkt
Convert to
Affiliation
Customers
CUSTOMERS
Games
Self Services Qualify
Personalization Prospects
Marketing 2.0
p
hi
ns
Websites
Communicate
Mini-sites
Develop Message
io
Marketing 2.0
at
el
Bannering
Email Marketing Branding
R
Brand Viral Marketing Traffic Building
Marketing 2.0
164

165. Multi-Channel Approach
Above the line
Agency
World Wide Web
IDEAS
Integrated communication
Email Marketing
RICH COMMUNICATION
Bannering and Media Planning
YOUR Affiliate & Fidelity Marketting
EMAKINA CUSTOMERS
COMPANY Mobile and Geo Marketing
Search Engine Marketing
IDEAS
Integrated communication
Buzz and Viral Marketing
MARKETING 2.0
Below the line
Agency
165

166. E-Marketing Strategies
Objectives Mechanics
#
# ##
Recruit email addresses
## #####
Increase sales volume
# ###
Customer loyalty
#########
Brand awareness
########
Traffic Building
## ## #
Lead generation
##
## ##
Niche marketing
Emakina
Search Engine Marketing
Games and Promotions
recommendations
Loyalty programs
1-to-1 Marketing
Email Marketing
Viral Marketing
Marketing 2.0
Bannering
Mini-sites
166

167. The Agency of the Future?
167

168. VW Escape TV
Case study
Brice Le Blévennec
Chief Creative Officer Emakina

169. 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…
169

170. The objectives
! Correct the price perception
“No, VW is not an (more) expensive
brand”
! Make youngsters rediscover the brand
“OK, VW is quality, design, robustness,
driving pleasure…”
! Rejuvenate the brand:
a more inspirational approach…
“…but it’s also emotions, fun, and
dream”
170

171. The target:
For them, there are no “new media”,
connecting virtually is how they live
171

172. The strategy
If we want to appeal to them, we need to create a platform
which is…
“Surprising,
different, with
“Up-to-date:
impact”
video, multi-
devices
“Hype, with
“Lively with
word of
frequent
mouth effect”
“Beyond
update”
interaction,
participation”
172

173. The strategy
…exploiting at best today’s youth ecosystem:
VW.be:
product-
driven
Separated,
lifestyle- Webosphere:
driven Blogs
Forums
platform …
173

174. The strategy
…with as core message:
Emotional representation of the car:
autonomy, independence, grown-up…
“I have a car
quot;
I’m free to live my fun moments”
quot; “Free Yourself”
174

175. 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
Participative:
! The target will intervene in the
content, co-creating it
Magazine:
! Monthly publication
175

176. About cool “VW-related” stuff:
Music
Movies
Sport
176

177. The campaign
From teasing to launch:
WK-1 WK-3 WK-4
WK-0 WK-2
Hijacking advert
Forum, blog rumours
LAUNCH!
Call for casting/
actors
Online casting competition
& voting
Objective => generate expectation for more!
177

178. > To the casting site
178

179. 179

180. > To the Escape TV site
180

181. The results, so
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
181

182. The conclusions, so
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
182

183. 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
183

184. Appendixes

185. Interesting: this diagram
has been found on
Flickr…
*See also: http://
jeremiahthewebprophet.
blogspot.com/2006/06/
many-forms-of-social-
computing-see.html
185

186. *See: http://
www.flickr.com/photos/
niallkennedy/102935116/
186

187. Questions?
Thank you
187