Slide 1: BRANDBREEDING IN THE WEB2.0 ERA
Slide 2: What’s the common thread between these three examples?
Slide 3: 1. Web2.0: A Hype?
Slide 4: In order to understand Web2.0, we have to understand what web1.0 is all about
Slide 5: The background of web2.0 • • • Dotcom bubble and burst (2000) Business back as usual The web got stuck with a dichotomy: MEDIUM vs TECHNOLOGY THE WEB AS A MEDIUM: • Internet « Yet Another Publishing/Advertising Medium » for brands and publishers THE WEB AS A TECHNOLOGY: • e-business, process automation: that’s where the real value of the net was
Slide 6: Bubbles are good • Every technological revolution has had it’s bubble • They all had a burst • They all left the infrastructure for the next generation AND… • Every bubble had its survivors
Slide 7: So that leaves us with two interesting questions… 1. Why did they survive? 2. What did they have in common? Let’s look at three examples…
Slide 8: Amazon.com vs BarnesAndNobles • Amazon let users add value: – – – Explicit: Ratings, Reviews Implicit: Collaborative filtering of buying behaviour data Affiliation programs: set up your own Amazon.com shop • The value of this database is given back to the community • On-site marketing is completely based on wisdom of the crowd BN.com had a brand, Amazon had a platform!
Slide 9: Ebay • • • • Value of the platform increases with every new participant Providing an ecosystem where everybody gets a piece of the cake Long tail business model Integrating social realities at the heart of the architecture: Reputation, Trust,…
Slide 10: Google • Search engine war won based on maximizing the intelligence of its user base: PageRank system, which has two rules: 1. Hyperlinks are votes of attention 2. Some voters weigh more than other voters, because they themselves are heavily linked to Implicit harvesting the distributed intelligence of the network Google bombing = communities that exploit this algorithm: – e.g: French Prime Minister Sarkozy got googlebombed • •
Slide 11: Let’s try this theory on the term Web2.0 Which inevitably leads us to this gentleman who has the answer on the questions « why did they survive » and « what did they have in common »…
Slide 12: Tim O’Reilly “Those companies who survived the dotcom burst knew how to build an environment in which users could participate, although the nature of that participation isn’t always clear” By the way: a google search on « miserable failure leads to this nr1 search result:
Slide 13: Web1.0 versus Web2.0 WEB 1.0: - We thought the web was about publishing, advertising and « multimedia » WEB2.0: - The web as a platform - User participation built in the very heart of it - Users add value
Slide 14: Web2.0: A hype? YES: Because every technological revolution also had its bubbles NO: Because it’s about a completely new way of grasping the real value of the net: the net as a platform THEREFORE: • Stop bugging me with « I think this whole Web2.0 idea is sooooo exagerated »: That’s just not the point • Its value lays in its marketing communicative power for introducing a new frame of reference for looking at the web: the web as a platform OH AND: • Very funny, but most web2.0 early adopters hate it when a marketing agency talks about web2.0
Slide 15: Now i’m facing a serious problem: What should I talk about?
Slide 16: I could talk about: • Very cool Web2.0 applications like digg.com, google maps, Flickr, del.icio.us,… and point at the revolutionairy aspects of it • AJAX-programming and how this way of scripting turns the web & websites into powerful desktop-applications (e.g. Writely.com, pandora.com) • Tagging and the value of replacing hierarchies by folksonomies • RSS and XML and how they change the nature of the web into a live medium • The remixable web: how Web2.0 applications allow users and other sites to use data on their site – E.g. I-wisdom is a combination of services from typepad.com, feedblitz.com, google.com, del.icio.us.com, adaptivepath.com, all mixed into one weblog Thereby showing you I know my classics … HOWEVER
Slide 17: Since you are no technologists, I choose another approach An approach that takes into account the relevance of the web2.0 philosophy for brands and organisations
Slide 18: 2. The net as a platform How can we understand platforms? What kind of platforms exist? But most important: What are the web2.0 challenges and opportunities for brands and organisations? How can brands themselves become platforms?
Slide 19: What’s a platform? 2. A digital environment 3. On which users can interact with data and/or with eachother 4. Thereby creating added value for themselves or for the platform as such 5. The architecture of the platform determines the nature of this participation and the value that results from this participation 6. A platform can focus on the individual, the collective, the data or a common goal
Slide 20: The topologies of a platform 8 configurations of platforms resulting in 8 different value chains
Slide 21: 2.1. Networked applications Moving applications from the desktop to servers adds networking value Social networking as side effect of online applications
Slide 22: Let’s start off with the Web2.0 darling of 2005: Del.icio.us
Slide 23: From personal bookmark…
Slide 24: Towards social bookmarking: http://del.icio.us
Slide 25: Towards social bookmarking: http://del.icio.us Personal tags: networking as side effect Shared links: networking as side effect
Slide 26: Other users who are using the tag « idtv » • Leads to new interesting links • Leads to users who are doing similar things
Slide 27: Other users who bookmarked this same link • Leads to users who are doing similar things ( discovery) • They also gave other tags to this link ( increasing semantic field) • They bookmarked other links ( inspiration)
Slide 28: But there are other great examples of this type of platform
Slide 29: Inspiration: www.valtaf.nl
Slide 30: Loose weight race Main purpose: Tools for keeping track of your own process Inspiration: Informative value for the rest of the network: read eachother’s stories Interaction: commenting on eachother’s diary Community: how are other community members doing Social networking: search by success, similar BMI, location
Slide 31: Management summary: Platform 1: Networked applications Main Focus on: Main added value for: Role for platform: Business model for the platform: networking – users – data the platform – the users Providing tools for users + creating a context for social learning, social networking and community Advertising: contextual advertising (google Adsense) Premium services (e.g. professional advice on valtaf.nl THINGS TO REMEMBER: The platform creates the advocates: every member can be an advocate for others, just by using the tools This means there are two forms of evangelism: - Implicit: through the networking effect of your actions - Explicit: through being an active advocate Opportunities for brands
Slide 32: 2.2. Platforms of networked experts of a network of individual experts Using the power
Slide 33: P&G’s Tremor Crew of Teen trendwatchers
Slide 34: Innocentive.com – network of frikkin’ geniuses
Slide 35: Hackers show where technology wants to go: Some organisations embrace them
Slide 36: Management summary: Platform 2: Platforms of experts Main Focus on: Main added value for: Role for platform: Business model for the platform: networking – users – data the platform – the users to create an ecosystem of distributed intelligence + to harvest this intelligence Selling the knowledge base to third parties THINGS TO REMEMBER: Opportunities for politcal movements and for non-profit and social-profit organisations The bigger the network of experts, the higher the odds that one single expert can add tremendous value
Slide 37: 2.3. Platforms of collaboration The network creates/co-creates the content Paradigm: knowledge and know-how is everywhere in the network
Slide 38: Wikipedia + Leuven over Leuven
Slide 39: Writely.com – Online collaborating on Worddocuments: AJAX
Slide 40: Management summary: Platform 3: Platforms of collaboration Main Focus on: Main added value for: Role for platform: networking – users – data the platform – the users Creating an architecture and a context through which users can co-operate and co-create content Using the added value of the created content in creative ways Business model for the platform:
Slide 41: 2.4. Networks of mobilisation Using the power of the network for collective action Centralised: mobilisation platform Decentralised: network of blogs, bloggers and their readers
Slide 42: The collective power of the blogosphere • A network of opinion leaders and trendsetters • Once they get picked up by mainstream media, the impact amplifies • They make and break reputations
Slide 43: The influence of blogs • Research Paper: Measuring the influence of blogs on corporate reputation • http://i-wisdom.typepad.com/iwisdom/2005/12/measuring_the_i.html Google search « ipod nano problems »: 5 out of 10 topresults are bloggers One dissatisfied blogger beats a corporation for being the online source on infomation on customer service
Slide 44: The collective intelligence of the blogosphere makes and breaks brands « To Kryptonite » « Rathergate » « Neil French got death by blog » « Mazda Phonie Blogs » Hilaric: Jon Stewart on Blogs (Quicktime)
Slide 45: Joseph Jaffe gives away free copies of his book to bloggers who want to write a review of it on their blog
Slide 46: Moveon.org: powerful progressive network • Online – – – platform used for: Fundraising Concept breeding Mobilisation • Offline platforms: – Field recruitment (coordinated through site) – Mass marketing: TV-spots funded through online fundraising
Slide 47: Collaborative mapping – Housingmaps: Google Maps + Craigslist
Slide 48: Management summary: Platform 4: Networks of mobilisation Main Focus on: Main added value for: Role for platform: networking – users – data the platform – the users To provide the tools for people to organise themselves for taking collective action Benefiting from the effects of the action due to the generation of collective power Business model for the platform: REMARKABLE FACTS: - Opportunities for political movements and for non-profit and social profit organisations - Importance of online/offline synergy - Great marketingcampaign opportunites
Slide 49: 2.5. Networks of informants Members of the platform keep eachother informed Producing of content from the edges of the network Howard Rheingold’s book Smart Mobs, the next social revolution It’s the bible
Slide 50: Citizen journalism – grassroot reporters
Slide 51: Smart Mobs: Mobile communities of interest UPOC.com, communities of • Celebspotters • Star freaks • Birdwatchers (!) • Private peer groups
Slide 52: Picala: a collective wisdom campaign by Belga
Slide 53: Management summary: Platform 5: Networks of informants Main Focus on: Main added value for: Role for platform: networking – users – data the platform – the users To aggregate the content that is generated from the participants of the network Act as enabler Offering added value through the usage of a network of free agents Business model for the platform: THINGS TO REMEMBER: The costs for becoming a content producer has dropped dramatically (blogs, digital camera’s) The tools for capturing interesting events are now in the hands of the masses (mobile phones with cams) Therefore: Big Brother IS becoming an issue + other ethical issues
Slide 54: 2.6. Networks of Collective Intelligence Using the wisdom of the crowd
Slide 55: Marketocracy – prediction market platform An investment game scanning the portfolio’s of the best players Using this data to predict successful investments
Slide 56: Technorati – live blog search
Slide 57: Aggregation leads to syndication The power of RSS http://www.flickr.com/photos/tags/mechelen/ http://mechelen.blogt.be/mechelen/blog/
Slide 58: Remember when you subcribed?
Slide 59: The platform creates the network • Stiekeme hobbies: • • • • • • • • • • • • • • • • Pintjes pakken met ruitervrienden Glam’it Lezen Zwerven Hunting Naakt koken Kijken naar Paradise Hotel Muren verven Menager mes crottes de nez Poker Online dating Porno, tiens Kruisbeelden timmeren Joggen (is soooo uncool) Luchtgitaar Astro Compatibiliteit … Person: Female, 32 years old, marketing manager at… Andere aanwezigen met Jaguar: 1 Aanbevelingsfactor: 6 Beoordeling: baanvast, betrouwbaar Data: Favoriete film: A clockwork orange + Brazil Rijdt: Volkswagen. Raadt die aan iedereen aan Wil: Jaguar Vindt werkgroep IDM van stichting marketing verplichte kost 3 users vinden dit ook Raadt volgende reisbestemmingen aan: Zuid-Afrika: 10 • (nog 1 user) • (5 users hebben dit op hun verlanglijstje) Sri-Lanka: 8 Favoriete CD: User Y’s favorite movies: Clockwork Orange The Warriors Beloved Bill Sherman – What happened Favoriete song: Sinead O’Connor - jealous klassevol
Slide 60: Management summary: Platform 6: Networks of collective intelligence Main Focus on: Main added value for: Role for platform: Business model for the platform: networking – user – data the platform – the users Capitalising the potential of the network Harvesting created Creating business on top of this intelligence THINGS TO REMEMBER • Implicit versus Explicit evangelism • Live tracability of the intelligence of the network for trendwatching or brandwatching purposes (technorati, google news, blogpulse, del.icio.us) • The concept of « brainfeeds » • Tracability leads to aggregation
Slide 61: 2.7. Platforms for social networking When connecting with people, one needs reassurances like: - Can I trust this person? - Is he/she really the person he/she says he/she is? - Can I do safe transactions with this person? - What is this person’s reputation in a given network? - Who vouches for this person?
Slide 62: In social networking sites, trust, reputation and status is based on social mechanisms like: - rating users and their contributions (slashdot) - rating transactions (ebay) - declaring relationships (FOAF) - linking contributions with profile pages …
Slide 63: Mobile Social Networking Get Mobile notifications when your Social Network, your « People I have to meet » list, or the Friendof-your-Friends are in your area (strictly permission based)
Slide 64: Social reputation is the cornerstone of eBay Probleem: niet overzetbaar naar andere walled gardens
Slide 65: The Social Networking Services Metalist: http://socialsoftware.weblogsinc.com/sns-meta-list/ 1. 2. 3. 4. 5. 6. 7. 8. 9. Business Networking sites: LinkedIn.com, Biztribe.be Common interest networking: 50something.com, TheFacebook.com Dating sites: JewishFriendfinder, SeniorFriendfinder, Vegetarian Singles Face-To-Face facilitators: TheLunchClub, HurryDate, Geekdinner Friend Networking sites: Friendster, Hi5, Myspace, Orkut MoSoSo sites (Mobile Social Software): Dodgeball Pet networking Sites: Dogster, Catster, Hamsterster Photo Sharing Emphasis: Flickr, Buzznet Edge Cases: HomeExchange.com, del.icio.us,…
Slide 66: Social networking functionality Social networking most of the time isn’t the main target of the network Therefore it’s better to hook social networking functionality onto other applications such as: Calender: who’ll be there? Linking contributions to profiles (see www.spablogt.be)
Slide 67: Management summary: Platform 7: Social networking platforms Main Focus on: Main added value for: Role for platform: networking – user – data the platform – the users Creating an environment on which people can present themselves & introduce themselves with others Creating an environment on which social identity can be shaped Advertising, Branding Premiums services (e.g. LinkedIn Job offerings) Supporting & empowering an existing network Business model for the platform: THINGS TO REMEMBER • Myspace currently gets 12% of all internet advertising • Groups as such can be a part of Myspace • Most value when there’s an offline link: e.g. The Facebook • Great opportunities for member organisations (www.spablogt.be)
Slide 68: 2.8. Exchange platforms Facilitating the exchange of tangible goods
Slide 69: From cars to books, DVD’s & CD’s
Slide 70: Management summary: Platform 8: Exchange platforms Main Focus on: Main added value for: Role for platform: networking – user – data the platform – the users Creating a virtual marketspace on which users can display, search, find tangible goods and make a transaction to get them Commission deals Subscription Business model for the platform:
Slide 71: Conclusion: 8 configurations of Web2.0 platforms Type of platform Networked applications Platforms of networked experts Networks of collaboration Networks of mobilisation Networks of informants Networks of collective intelligence Social Networking platforms Exchange platforms Focus Data Data Data Users Data Data Networking Data Value Users Platform Platform Users Platform/Users Platform Users Users
Slide 72: 3. Conclusions and Recommendations for brands Why thinking about becoming a platform?
Slide 73: Conclusions (1) • Web2.0 is about taking a different perspective on the way we look at the internet: The net as a platform through which value can be extracted from networks • There are 8 formulas for creating a user platform • Brands have a role to play in supporting their users with environments for participation… that supports them in the things they’re doing – E.g. banks can become platforms on saving and financing – E.g Jupiler can become a platform around soccer/masculinity • Platforms are a great way for powerful interactive marketing campaigns: make people do things together • Platforms can be used for strengthening existing member networks – Allowing better bottom-up and peer2peer interaction – Networks of mobilisation/smartmobs act very coordinated • Creating platforms is creating a user database with high potential for brand evangelism
Slide 74: 1. Awareness (top of mind, spontaneous, aided) ACQUISITION 1.1 Search Engine Marketing 1.2 Affiliate Marketing 1.3. E-mail Marketing 1.4 Online Advertising 1.5 Viral Marketing 1.6 Online PR 1.7 Gamevertising 8 2. Cognitive (the facts and figures) 3. Emotion, values (thrilling?) 4. Traffic CONVERSION 2.1 User Experience and Usability 2.2 Web Analytics 2.3 Real Time Optimisation 2.4 Merchandising / Offers / Promotions. 2.5 Personalisation 2.6 E-mail Marketing 2.7 Customer Service 2.8 Games 5. Trial 6. Repeat 7. Loyal RETENTION & EVANGELISM 3.1 E-mail Marketing 3.2 Customer Service 3.3 Loyalty rewards 3.4 Games 8. Advocate
Slide 75: Conclusions • Every platform has unique marketing opportunities – It creates an interesting thing to lead traffic to – For generating traffic to the platform: having a platform can result in better/sexier/cooler campaigns – For using the created value in marketing communication • Platforms generate high involvement with the organisation and the brand, they create fans for brands
Slide 76: 4. epilogue: How’s i-merge doing in the web2.0?
Slide 77: Very fine, thank you http://i-wisdom.typepad.com
Slide 78: The value of i-wisdom • Initial purpose: Archive of our own thoughts • However: network effects: – Readers annotate through comments – Other people joined the blog – Interesting people applied for a job, thanks to the blog • Lots of press coverage about the blog • Lots of press coverage through the blog: stories get picked up • Fundamental impact on the brand image of i-merge (or you wouldn’t be here) • i-merge has become part of an ongoing conversation
Slide 79: i-wisdom is getting a little sister: i-like-it
Slide 80: But what we’re really really proud of Our web2.0 projects for clients
Slide 81: www.spablogt.be – launched this weekend Network of blogs… Network of people
Slide 82: www.leuven.be/wikiblog
Slide 83: Thank you! Tom De Bruyne Tom.debruyne@i-merge.net http://i-wisdom.typepad.com